July 8 - 9, 2020
Virtual Event - ALL times EST

Stress-Testing the Email Channel: Learning From A Crisis

For 15 years, MediaPost has gathered the best and the brightest email marketing mavens to share their best practices, scope out the key trends, learn from one another. But never has the email channel been stress tested so thoroughly than in the last four months. The Summer 2020 edition shares the lessons learned from marketers pivoting their businesses and messaging needs to extraordinary circumstances as well as how they are pivoting to a new normal. What worked and what didn't? Adjusting to radically new circumstances pressed existing email content, personalization, CRM, sales and loyalty systems. Marketers from a range of brands will share the crisis shuffled best practices.

Moving forward, how are seasoned email directors already integrating the experience of the current crisis into future personalization and data strategies? How are they unwinding from the crisis from the crisis? What aspects of email messaging will return to normal and what changes for good?

The Summer EIS stays down to earth - focuses on how email marketers have become even more vital to building relationships with customers.

On the front end, where are brands sourcing their best data, tying IDs across channels, and vetting the tech that drives your best plans? And how is that smarter data fueling more creative audience segmenting, messaging, triggering? And do the new in-box tools like AMP, multimedia, interactivity really move the KPI needle?

The most beloved, longest-running meeting of the email minds focuses the Spring edition on practical examples of smarter tactics that will win the in--box awards of 2020.

Join the conversation #MPEIS

Conference Content Programmer:

Steve Smith, VP, Editorial Director, Events, MediaPost


Advisory Board:

Chester Bullock, Director, Marketing Technology, The RentPath Network

Email Insider Summit 2020 Attendees Include

Reasons and Benefits of Attending

  • Unparalleled access and knowledge sharing with the leading minds in the Industry
  • Morning Sessions – a marketers-only agenda of peers sharing with peers their best practices, case studies, and newest tactics which can all be applied to your marketing strategies
  • Noon Roundtables – open, off the record, discussions of the morning's topics and how they relate to marketers' own business and experience.
  • Afternoon Activities allow attendees to relax and enjoy the beautiful surroundings while forming relationships that last well beyond the conference
  • Cocktails and evening dinners bring the group together over casual conversations and delicious meals
  • Be part of driving the Email Channel forward as a key component of marketing campaigns, within your company and the industry
  • Unlimited access to stay in touch with the office: WiFi enabled conference room and quiet office area; opportunities in morning to stay up to date at the office; afternoon five hour break in order to stay on top of duties
  • Congenial, relaxed experience. Attendees are working together to move the industry forward
  • Enhance your Email initiatives with new solutions learned and partnerships gained

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Agenda

Wednesday, 07/08

Day 1 - Personalization: A Strategy, Not a Tactic

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?

12:30 PM ET
Opening Remarks
MC
Steve Smith, VP, Editorial Director, Events, MediaPost 
12:40 PM ET
Keynote: Stress-Testing ‘Customer-First’ Messaging: McD’s Emergency Pivot
For McDonalds the 2020 CRM plan had always called for a shift to customer-led messaging…until the Covid-19 crisis strapped a rocket to that plan. Catherine Thacker takes us for the unexpected ride, as email quickly emerged as a critically important channel to maintain a dialogue with customers during crisis. What did McDs learn about its customers’ needs, about balancing a customer-first approach, engagement and conversion? And as locations open up, how will consumer behaviors change and require new approaches to messaging?
Interviewee
Catherine Thacker, Director of CRM, McDonald's 
Interviewer
Steve Smith, VP, Editorial Director, Events, MediaPost 
1:05 PM ET
Sponsor Spotlight Presentation
1:15 PM ET
Panel: Notes For an Emergency

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, Event Editorial Manager, MediaPost 
PanelistS
Kristie Doak, Senior Manager, Database Marketing, PGA Tour 
Jim Parsons, Marketing & Product Executive, UPS Worldwide Services 
Linda Yu, Director-Outbound Marketing, Zillow 
1:40 PM ET
Q&A with 7-Eleven: When Personalization Is Mission Critical
Greater personalization, dynamic content and geo-targeting are on every e-mail team’s wish list. But when the Covid-19 crisis hit, these “nice-to-have” capabilities became “need-it-now” for 7-Eleven. As lockdown policies and store procedures often varied by county and zip code, getting the accurate content to the right customer raised the stakes on personalization considerably. We explore how this crisis has accelerated 7-Eleven’s messaging journey and taught it a load of new tricks.
Interviewee
Sonia Williford-Gill, Manager, CRM, 7-Eleven 
2:05 PM ET
Sponsor Spotlight Presentation and Trivia
2:15 PM ET
Roundtables

Content Is The Best Medicine - Joshua Margulies, Director of Integrated Brand Marketing, Jacksonville Jaguars

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, TheKnot
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 - It's All About Execution

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.

12:30 PM ET
Welcome Back
MC
Steve Smith, VP, Editorial Director, Events, MediaPost 
12:40 PM ET
Keynote: Personalization on the Fast Track
Keynote
Allie Donovan, Director of Email and Retention, Brooklinen 
1:05 PM ET
Sponsor Spotlight Presentation
1:35 PM ET
Panel: Messaging the Crisis: Rethinking Content

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, Event Editorial Manager, MediaPost 
PanelistS
Stephanie Fagan, Director of Email Marketing, Spartan Race, Inc. 
Mike Lawson, Copywriter, Beardbrand 
1:45 PM ET
Case Study: Policy Genius and RedFin Co-presentation
PresenterS
Jessica Owen, Associate Director, CRM, Policy Genius 
Katie Raynolds, Marketing Channel Manager, Redfin 
2:00 PM ET
Sponsor Spotlight and Break
2:15 PM ET
Roundtables

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?

Featured Speakers

Allie Donovan

Brooklinen
Director of Email and Retention

Stephanie Fagan

Spartan Race, Inc.
Director of Email Marketing

Mike Lawson

Beardbrand
Copywriter

Jessica Owen

Policy Genius
Associate Director, CRM

Katie Raynolds

Redfin
Marketing Channel Manager

Catherine Thacker

McDonald's
Director of CRM

Linda Yu

Zillow
Director-Outbound Marketing

Kristie Doak

PGA Tour
Senior Manager, Database Marketing

Heather Grimstead

WeddingWire
Director of Global Email Marketing

Joshua Margulies

Jacksonville Jaguars
Director of Integrated Brand Marketing

Jim Parsons

UPS Worldwide Services
Marketing & Product Executive

Lisa Singer

MediaPost
Event Editorial Manager

Steve Smith

MediaPost
VP, Editorial Director, Events

Sonia Williford-Gill

7-Eleven
Manager, CRM

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