Email is a key part of an engaging and relevant conversation between business and customer. At its best, it’s interesting, impactful, worth reading and adds value for both parties. But how can marketers deliver on its promise at scale? Gain insight into how to use data to keep conversations meaningful and take accountability for the quality of the dialogue with your customers. All of them!

Get the conference started with insight from top email marketing executives on how they manage the myriad aspects of an enterprise program: technologies; data and creative assets; cross-functional teams; analysis; business intelligence and data governance. Throughout, we’ll see how to persuade higher-ups to invest revenues back into email marketing.

Acquiring quality subscribers is an integral process of a successful email marketing campaign and the acquisition stage is a multi-faceted program. The panel will explore what mediums -- beyond the sign-up on the main Web property -- are succeeding. Also, how social and other third parties drive consumers to a sign-up page. But that’s only half the battle. Consumers need a compelling offering, as well as a positive user experience, to drive engagement with the sign-up form itself -- before a prospect can become a subscriber.

It’s a must that successful email marketers embrace a platform-agnostic approach. In this frenetic world, engagement with a message on any platform is a win. Key to driving immersion is responsive design, ensuring the email is appealing as possible whether read on a smartphone, tablet or desktop. Through understanding the technology and considerable testing, CareerBuilder has successfully employed this approach to yield lifts in click activity and open rates. Learn more about how to effectively apply this to your business.

The saying is Brazil is the country of the future and always will be. Data mining holds a similar dynamic. Improvements are constantly sought to improve targeting, engagement, lifecycle management and more. Now, there are efforts to capitalize on data from social media. What are current best practices?

Email Validation: A Compliance Tool - Table Lead: Sam Silberman, Director of Standards, Constant Contact; Craig Swerdloff, CEO, LeadSpend
Scaling An Email Program Without Losing Relevance - Table lead: Donald Parsons, Director, Global Email, Amazon
Taking Best Practices Home - Table Lead: Stephanie Miller, VP, Member Relations, Direct Marketing Association
A Deeper Dive Into Data: Table Lead: Angela Sanchez, VP, Direct Marketing, Universal Music Group Distribution

A short, 5 minute shuttle from evening cocktail party.

So much of the future of email is tied to mobile consumption -- be it opportunities with m-commerce; links to social media; or simply driving engagement with customers reading on the go. How do you optimize the email experience taking into account context, devices, locations, etc.? Also, what are best practices with organizational structure in the emerging space? Chris Miller, who has overseen the boom in Draftfcb’s digital practice along with email efforts for clients such as Volkswagen and State Farm, will offer actionable intelligence on how to capitalize on opportunities soon and sooner.

Email service providers constantly hype their ability to deliver cross-channel campaigns. But where are the examples? Hear from a panel of executives who’ve taken advantage of the opportunities and seen results. And, find out what attribution methodologies they’re employing.

Like never before, there is a trifecta of pressure points forcing email and all digital marketers to pay attention to compliance with industry standards. (A) Regulators have stepped up efforts to ensure marketers respect consumer information and choices. (B) Consumers trust brands that are transparent and demonstrate a high corporate character. (C) Responsible data management is crucial to protecting brand reputation. But this isn’t 2005, the issue is more complicated with emerging channels such as mobile and social. It’s also increasingly important to know how to handle data collected from consumers outside the U.S. in markets where regulations are different.

What to do about that age-old problem -- customers will shop, but not buy? Learn how American Airlines keeps prospective customers engaged and captures additional revenue with its abandoned shopping cart and retargeting email trigger campaign. Since launch, revenue generated through the messaging has brought a revenue lift equivalent to two large email blasts – sent to 24 times as many people.

Email is such an intimate, one-on-one marketing tactic and yet compelling copy, images and content is such a rarity. Why isn’t more effort paid to dedicated email content rather than repurposing material used for direct mail and other media? All readers aren’t the same, so why don’t we engage in different conversations with them? Why if email is so effective does brand advertising receive so much more focus and investment compared to email? One tool starting to gain traction is video in email, helped by iOS & HTML5 support.

Marketers tout the value of reaching the right person with the right message at the right time. Key to moving from cliché to reality, though, is behavioral data. The information is becoming increasingly valuable to target engaged prospects, which increases order conversions. By implementing an automated behavior triggered program, online invitation retailer PaperStyle.com saw revenue per email soar.

The technology is there to make decisions in real-time to improve engagement. Opportunities abound to make content changes just before an email goes out the door based on when, where and how. Maybe it’s in reaction to what’s trending on Twitter or a new sale or offer that another department has just announced. There are decisions as far as segmentation, but the upside is huge. Why aren’t more marketers taking advantage?

For performance marketers, it's all about the bottom line. That's conversion. Tactics such as experimentation, adaptation and innovation are fair game as long as they deliver qualified customers and prospects. Learn how can we construct, consider and convert with a performance marketing mindset in the email marketing world.

Finish the conference with an overview of what attendees learned from multiple perspectives: brand marketers, ESPs and others. Then, the discussion becomes interactive with the audience weighing in on actionable intelligence to put in place right away.

Conversion: Coin Of The Realm - Table Lead: Amanda Currie, SVP, Adconion Direct