Sunday, 05/01
6:30 PM ET
Welcome Cocktail Reception
Breeze Bar & Ocean Deck
Monday, 05/02
8:00 AM ET
Coffee Service Available
Palmetto Landing
8:15 AM ET
VIP 1:1 Meetings
Beaufort Room (1st floor, below conference room)
9:00 AM ET
Breakfast Buffet Opens
Palmetto Landing
9:15 AM ET
Sponsor Breakfast Presentation
Palmetto Ballroom
9:35 AM ET
Opening Remarks
Palmetto Ballroom
- MC
- Steve Smith, VP, Editorial Director, Events, MediaPost @popeyesm
9:45 AM ET
Keynote: Selling Omnichannel: Synchrony Finds Its Lifecycle Voice
Palmetto Ballroom
As Synchrony moves into more direct relationship with its financing clients, it needed to integrate email with an omnichannel marketing vision across search, social, messaging and even call centers. Karen share the lessons learned from a consolidation project of bringing four ESPs to one, advocating the omnichannel model to several levels of leadership, and executing it across messaging to all touchpoints in the customer journey.
- Keynote
- Karen McDonnell, Vice President Platform Orchestration, Synchrony Financial
10:10 AM ET
Keynote: Building the Better Opt-In Engine: Alabama Power Charges Up Its Preference Center
Palmetto Ballroom
Do customers really want to hear much from their energy provider? The Alabama Power Company sought to find out, and in the process succeeded in cleaning up their first party data lists to be more accurate and effective long term. But building an effective Preference Center is a process, from proof of concept and getting buy-in from company executives to the technical lift of making all of the necessary tools play nicely together. Dana shares their lessons learned about what it really takes to power a first party data machine.
- Presenter
- Dana Jones, Sr. Email Marketing Manager, The Southern Company
10:30 AM ET
Sponsor Spotlight and Coffee Break
Palmetto Ballroom
11:00 AM ET
Case Study: The Winning Ticket: Engaging Customers in the Loyalty Game
Palmetto Ballroom
Incentivizing customers to engage and become brand loyalists is the holy grail of contemporary marketing. Liz shares how the North Carolina Education Lottery solved for the first-party data challenge by appealing to their customers’ love of chance with a gamified program. Likewise, she shares the winning strategies for keeping players engaged beyond the transient ticket purchase.
- Presenter
- Liz Bowles Button, Player Loyalty and CRM Manager, North Carolina Education Lottery
11:30 AM ET
Case Study Q&A: Prioritizing Segmentation
Palmetto Ballroom
When omicron began surging in December, Ro became an unlikely destination for rapid Covid tests. With plenty of tests in stock, Ro strategized a CRM campaign to spread the word. In this fireside chat with Amy Heir, Ro’s Senior Director of CRM, you’ll learn how Ro navigated the CRM push for rapid Covid tests and prioritized segmentation. Amy will share the steps her team took to make sure Ro could get tests in everyone’s hands. She’ll touch on targeting, knowing your customer, testing and more.
- Interviewee
- Amy Heir, Senior Director of CRM, Ro
- Interviewer
- Steve Smith, VP, Editorial Director, Events, MediaPost @popeyesm
11:45 AM ET
Roundtables: The Surprising State of DEI & Careers in Email
Palmetto Ballroom
- Featuring
- Jen Capstraw, President and Co-Founder, Women of Email
11:45 AM ET
Roundtable: Multitouch Messaging: Beyond Email
- Featuring
- Chelsea Meissner, Targeted Marketing Manager, Chipotle
11:45 AM ET
Roundtables: Content vs. Promotion in the In-Box
Palmetto Ballroom
- Featuring
- Sam Bodine, Co-Founder & CEO, Scout & Nimble
12:30 PM ET
Sponsor Spotlight Presentation
2:00 PM ET
Sailboat Cruise
Pool Cabana hang-out
6:30 PM ET
Cocktail Party
Shore House (just across parking lot from south building)
7:30 PM ET
Dinner Reception
Shore House (just across parking lot from south building)
Tuesday, 05/03
8:00 AM ET
Coffee Service Available
Palmetto Landing
8:15 AM ET
VIP 1:1 Meetings
Beaufort Room (1st floor, below conference room)
9:00 AM ET
Breakfast Buffet Opens
Palmetto Landing
9:15 AM ET
Sponsor Breakfast Presentation
Palmetto Ballroom
9:35 AM ET
Welcome Back
Palmetto Ballroom
- MC
- Steve Smith, VP, Editorial Director, Events, MediaPost @popeyesm
9:40 AM ET
Keynote: Beyond Transactions
Palmetto Ballroom
Personalizing transactional email has become table stakes for e-commerce retailers of Wayfair’s scope and experience. But as it aims the in-box higher up the funnel, to support brand building, loyalty and acquisition, how can it leverage those transactional disciplines to serve higher level storytelling. Jess shares the company’s learnings about the role and limits of personalizing narrative experiences across all communications that coheres with other touchpoints and channels.
- Keynote
- Jess Madsen, Director, Loyalty Marketing, Wayfair
10:10 AM ET
Case Study: Making Cross Channel Messaging More than the Sum of Its Parts
Palmetto Ballroom
Email remains the main fundraising funnel for political campaigns. But as SMS becomes increasingly important for organization, voter mobilization and fundraising, integrating the two messaging channels is critical. Taylor shares learnings from recent Republican campaigns about how text and email can amplify and reinforce one another in unexpected ways. The two channels can reference and even quote one another to create a cross-channel conversation with users.
- Presenter
- Taylor Black, Digital Fundraising Director, NRCC
10:30 AM ET
Sponsor Spotlight and Coffee Break
Palmetto Ballroom
11:00 AM ET
Case Study: In the Data Garage: Advance Auto Rebuilds Its Personalization Engine Around Make and Model
Palmetto Ballroom
Every auto maker knows that cars are often tied to drivers’ identities. Personalizing email messaging around a customer’s specific auto model is not only relevant but incredibly powerful in building loyalty. Advance Auto has been on a three year journey to build its first party data, leverage third party inputs and use predictive modeling to connect customers with their cars. As Chelsie explores, incentivizing customers to submit more data, weaving in third party and predictive models is fraught with missteps, learnings….and significant payoffs in the end.
- Presenter
- Chelsie Mitchell, Senior Manager, Loyalty and Personalization, Advance Auto Parts
11:30 AM ET
Case Study: Hyper-Segmenting the Fan Base
Palmetto Ballroom
Professional sports players may get a break during the off-season, but for the Arizona Cardinals’ marketing team this is the time to engage fans on a different level and aiming them towards season ticket product. Angie explains how the brand is using hyper-segmentation routines to isolate season holders from ticket buyers from non-buyers in order to tailor messaging for these different relationships with the team brand. Their use of dynamic content insertion and careful measurement is giving them a fuller picture of these different fan sets and what it takes to engage them whether players are on or off the field.
- Presenter
- Angie Weyman, Email Marketing Analyst, Arizona Cardinals
11:45 AM ET
Roundtable: Testing, One, Two, Three
Palmetto Ballroom
- Featuring
- Maya Wistar, Supervisor, Email Marketing, GEICO
11:45 AM ET
Roundtable: Building the Better Messaging Tech Stack
Palmetto Ballroom
- Featuring
- Chris Marriott, President & Founder, Email Connect @csmarriott
- Ryan Phelan, CEO, RPE Origin @ryanpphelan
12:30 PM ET
Sponsor Lunch Presentation
Palmetto Ballroom
2:00 PM ET
Hilton Head Beach games & Hang-out
Kayaking tour
Golf at Palmetto Dunes - George Fazio course
6:30 PM ET
Cocktail Party
Palmetto Deck in the Courtyard
7:30 PM ET
Dinner Reception
Palmetto Deck in the Courtyard
Wednesday, 05/04
8:00 AM ET
Coffee & Breakfast Buffet Opens
Palmetto Landing
8:30 AM ET
Sponsor Breakfast Presentation
Palmetto Ballroom
9:00 AM ET
Panel: Failing Smarter: Share Your Best Fails
Palmetto Ballroom
Back by popular demand! In the spirit of A/B testing, EIS veterans share a few of the epic fails from which they learned the most.
- Moderator
- Chester Bullock, Director, Marketing Technology @coskier
- PanelistS
- Ron Dorsey, Sr. Director, Lifecycle Marketing, Eargo
- Katrina Fallick-Wang, Email Marketing Manager, ZAGG
- Angela Gow, Director, Digital Merchandising and Email, Eddie Bauer
9:30 AM ET
Case Study: Harvard Business Review’s Email Education
Palmetto Ballroom
Three years ago HBR used email simply to push out one promotion per week for the core business, with no testing, no creative updates, and no thoughtful segmentation. By 2022, they’ve made substantial improvements in messaging customers and readers. How did they turn around a program grounded in an aging, stressed database that primitive segmentation? How have they learned to handle a maturing email program that tries to conquer the daily flood of requests and still innovate?
- Presenter
- Nini Diana, Dir. Of Consumer Marketing, Harvard Business Review
Omni Hilton Head Oceanfront Resort