The experience of moving your email across ESPs and optimization tools has been compared to grisly amputation scenarios. But you can survive it, says Rite Aid’s Mike Farrell. He shares lessons learned from his recent migration journey – about choosing the right new tools, integrating them into email, and maximizing the tech you just bought into.

How does the world's largest airline evolve its email strategy to meet changing customer needs? Building customer relationships takes effort and understanding. Delivering experiences based on that understanding takes innovative thinking, planning, collaboration, and persistence. Laura will discuss how American has grown its customer-first, personalized communications to better support travelers before, during, and after travel. She will dig into data, design, and consensus-building strategies. From radical shifts to subtle enhancements, hear details of what it takes to launch a redesigned customer journey.

LIVELY relaunched their loyalty program as they were facing challenges with inactive customers, program growth, and uncompelling incentives. Hayley explains how rebranding both the program itself as well as all corresponding touchpoints (email flows being #1) helped provide customers with a more personalized and exciting experience and drove home their CRM objectives heading into the new year.

Doing it once is the easy part. How you roll out email marketing, audience segmentation and database management across a portfolio of brands and a variety of countries is a different ball game  -- and requires a whole lot of testing and learning. Rebecca Herwitt, Kimberly-Clark's Global CRM Lead, will share how she's scaling across 10+ brands and dozens of countries to be globally effective and locally efficient.

LegalZoom will delve into strategies and tools that has enabled them to unlock interesting insights and findings that were applied to campaigns. Debbie will explore ways they have optimized journeys and audience segmentation to drive measurable and meaningful results.