Not only is Angie’s List referred to by over 3 million households – those households use it to find the best providers of over 720 different services. If you’re a math fan, that gives you over 2.1 billion possible customer journeys. How do you possibly personalize in this situation? For Angie’s List, data has proven to be a key factor in creating a strong brand relationship in a very challenging scenario. Allyson Reagan, Director of CRM and Email Marketing – gives us key insights in this exclusive Keynote conversation with Steve Smith.

Explore the next generation email testing and discover how machine learning and adaptive content are changing the way email marketing is done. Learn how iterative testing, robust data models and integrating third party data allow marketers to drive continual incremental improvements from their campaigns.

How do you facilitate deterministic targeting of consumers across all channels and devices, including mobile, social, display, and even addressable TV? Discover how email is increasingly filling this role for many marketers. But as we consolidate our cross channel data, how do you integrate and enable the flow of data between inside teams, multiple platforms and outside partners. What does a single, unified, unduplicated view of your customers really look like?

Machine Learning and Adaptive Content - Kevin Pollack, IBM
Integrating Third Party Data - Dennis Dayman, Return Path
Universal IDs - Jordan Cohen, Fluent
Social Sign Ins - George DiGuido, About

Looking for the next big thing to get a substantial lift in click rate? You can't justify spending another $50k/year to go from 10% to 12% click rate on a newsletter. You've A/B tested everything under the sun and you've developed a playbook for good email for your audience but now where do you spend your next marginal dollar? We’ll look at options including: converting in the in box, maximizing the value of your inactive subscribers, recommendation engine retargeting and more.

You're moving from generic manual blasts to automated messaging triggered by behaviors. But is 100% automation really the holy grail? Is there a point of diminishing returns? And how do you know when you hit it? What is the best balance between the two? And what are the milestones you should look for along the journey. What is the path of incremental change from “good” to “great” email marketing?

Information is only as good as the action you take after it.  NCSA’s Direct Marketing Manager – Jesse Wu – shares how NCSA implemented an iterative test and learn approach.  Learn how a newsletter and webinar program completely changed NCSA's approach to email, taking it from basic “batch and blast" to a proven, optimized, highly engaged channel. Jesse also shares his vision and wish list for achieving “Best in Class” in the future. 

We talk a lot about real time engagement and deep personalization. But what does that mean today? And what might it mean tomorrow? Countdown clocks, geolocation, adaptive content and personalized recaps have all been adopted as ways to engage with customers. But are the returns worth the investment of time and resources required to get your list ready? How does true one-to-one messaging change the way we do business. Are the various tools and platforms really “there” yet? And what might the future hold?

Retailers tend to be better at converting lower funnel interest than upper funnel awareness. How do you use data to drive customer consideration down the funnel and where does email fit into this? How do predictive modeling and testing help marketers get the right content to the right customer at the right time?