Wednesday, 07/08
Thursday, 07/09
From grand brand strategy to everyday execution, we open the Spring EIS drilling into the next generation of approaches to going one-to-one with your customers.
- MC
- Steve Smith, VP, Editorial Director, Events, MediaPost @popeyesm
- Keynote
- Jonathan Margulies, Director of Integrated Brand Marketing, Jacksonville Jaguars @jcmargulies
- Presenter
- Angela Ko, Associate Director, CRM & Retention, Boxed
- Presenter
- Mary Bartlett, Manager, US CRM, McDonalds
One size does not fit all when it comes to personalization. Our panel of marketers discuss how they avoid being led by the tech and try to build genuine personalization strategies that map against marketing goals. What brand relationship or set of behaviors are you trying to shape? How does the in-box relate to the other personalized touch-points in the customer journey?
- PanelistS
- Mary Bartlett, Manager, US CRM, McDonalds
- Adam Reynolds, Sr. Manager, Email & SMS Marketing, Sleep Number
- Linda Yu, Director-Outbound Marketing, Zillow
Personalization as a Strategy
Data as a Strategy
Content as a Strategy
Managing Deliverability
Friday, 07/10
Day 2 of EIS drills into the messaging toolbox to see what is working, from interactivity to testing, dynamic creative to timing and cadence, marketers from a range of brands share their best practices, hard lessons learned.
- Keynote
- Allie Donovan, Director of Email and Retention, Brooklinen
From in-line forms and embedded AV to in-box shopping carts, to rollovers and pop quizzes, every vendor promises new ways of livening up your messages and engaging the mail-weary customer. But what is working in interactivity... and what isn’t? Our panel explores how they are vetting and executing the many tools available. How are these options impacting ROI, deliverability and opens, conversions and metrics let alone integration with existing systems and campaigns? When and with whom do you want your message to feel like a Web site in the in-box?
- Presenter
- Chester Bullock, Director, Marketing Technology, The RentPath Network @coskier
Every marketing team has its own culture and approach to testing its email. Let's learn from each other. We invite two EIS guests to compare and contrast their styles of email testing. When and how are they choosing to test? With what variables and against what segments? Are tests being led by marketing goals or by the technology at hand? And how do different teams and brands set themselves up for success - to make the most of the exercise and emerge with multiple learnings?
- PresenterS
- Jessica Owen, Associate Director, CRM, Policy Genius
- Katie Raynolds, Marketing Channel Manager, Redfin
We flip the script on EIS's traditional favorite - the Share Your Screw-Ups panel. This time we ask several of our email mavens to share their successes, especially the little wins in their email program that have rendered some of the biggest dividends and valuable lessons. What worked lately - in segmentation, in data handling, in tweaking deliverability, in messaging? Let's find the golden nuggets of insight and learn from our own successes.
Mastering the Interactivity Toolbox
Testing Tactics
Success Story Singalong
Saturday, 07/11
We cap Spring EIS by exploring message strategy and tactics across multiple channels - from the in0box to apps, SMS to social.
While email remains the surest, most welcome point of contact with your customers, mobile and social messaging, apps, chat and more must be part of any one to one strategy. Very few brands have mastered this multi-point messaging opportunity, but we ask several aspiring 360-degree messengers show how they are walking before learning to run. Where do you get started?
Oh, the pitches, the promises, the predictions. Email managers field relentless bright shiny objects - tools, tricks and trends from every direction. We end Spring EIS asking several of our guest marketers to lead attendees in sharing their ideas for what will be hot, not-so-hot, over-hyped and overlooked in the messaging world in the coming year.
Cross-channel Messaging
Bright Shiny Object Hunting
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