Wednesday, 07/08
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. How well have one-to-one strategies served email marketers during the crisis?
- MCS
- Lisa Singer, Senior Director, Event Programming, MediaPost @LisaMSinger
- Steve Smith, VP, Editorial Director, Events, MediaPost @popeyesm
- Interviewee
- Catherine Thacker, Director of CRM, McDonald's
- Interviewer
- Steve Smith, VP, Editorial Director, Events, MediaPost @popeyesm
During the Covid-19 crisis, email went from being a central channel to customers to being the ONLY one. From communicating essential information about sales policy to safety, store closings to special offers, email had to carry an unprecedented load in recent months. What did we learn? About our own infrastructure? About the limits and possibilities about this channel? About our owqn customers? We ask our marketers to reflect on what they learned, and what has the Covid-19 crisis changed our approach to email for good?
- Moderator
- Lisa Singer, Senior Director, Event Programming, MediaPost @LisaMSinger
- PanelistS
- Kristie Doak, Manager, Database Marketing, PGA TOUR
- Jim Parsons, Marketing Executive, UPS
- Linda Yu, Director-Outbound Marketing, Zillow
- Interviewee
- Sonia Williford-Gill, Director, Owned Media, JCPenney
- Interviewer
- Steve Smith, VP, Editorial Director, Events, MediaPost @popeyesm
Success Story Singalong - Leslie Jurgens, Director of Loyalty & CRM, Fresh Thyme
What worked? Our open roundtable invites veterans of EIS and newcomers to share the little and big email wind from the last few months.
Personalization When It Matters - Heather Grimstead, Senior Director, Global Email Marketing, The Knot Worldwide
Every email marketer is on a perpetual path towards better perosnalization of their messaging. Has this exceptional year accelerated or disrupted the personalization plan?
Thursday, 07/09
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.
- MCS
- Lisa Singer, Senior Director, Event Programming, MediaPost @LisaMSinger
- Steve Smith, VP, Editorial Director, Events, MediaPost @popeyesm
- Keynote
- Allie Donovan, Head of Onboarding & Loyalty, Freshly
The Covid-19 crisis forced all marketers to pivot their messaging sharply and quickly. For most brands, the usual sales pitch felt inappropriate, The email channel became critical to effecting the right tone, voice and information. How did brands meet the content challenge? What messaging is resonating best with customers now, and how does messaging unwind from crisis mode to a new normal?
- Moderator
- Lisa Singer, Senior Director, Event Programming, MediaPost @LisaMSinger
- PanelistS
- Stephanie Fagan, Director of Email Marketing, Spartan Race, Inc.
- Mike Lawson, Copywriter, Beardbrand
- Joshua Margulies, Director of Integrated Brand Marketing, Jacksonville Jaguars @jcmargulies
- PresenterS
- Jessica Owen, Associate Director, CRM, Policy Genius
- Katie Raynolds, Marketing Channel Manager, Redfin
Stress-Testing Testing
Chester Bullock, Director, Marketing Technology, RentPath
A/B Testing is core to email marketing. But what happens when Disaster strikes and other priorities take precedence? Does testing have a role in crisis messaging?
Building the Better Stack - Hanna Yi, Senior Email Marketing Manager, The Knot Worldwide;
Scott Cohen, Email Channel Manager, Purple; Thomas Dinneny, Marketing Manager, The Madison Square Garden Co.
Sara Main, Sr. Analyst, CRM, Scotts Miracle-Gro
Integrating email programs with the rest of the marketing stack and data management is critical to next lwevel personalization. Let's discuss how email mavens are vetting new tech and then plugging it into the stack...and the staff