Customer-first is the new buzzword of marketing but what does it mean and how do email/CRM teams execute the goal and become an integral part of the overall marketing effort. We open EIS exploring how putting the consumer at the center of marketing impacts traditional email efforts. What does a "Customer-First" email strategy look like anyway? And how do you fail fast but fail smart?

View More Details

MC

Steve Smith , VP, Editorial Director, Events ,MediaPost

“How Bold Are You?” Chico’s asks its customers, and the question is just as fitting for retail in these challenging times. In order to meet this new world, marketing lead Shelagh Stoneham explains how brands need to think like the customer and acknowledge the full range of online and offline experiences they bring with them. Email has become the nexus where a brand leverages both its data and a voice that is bold enough to break through the clutter.

Keynote

Shelagh Stoneham , SVP, Marketing ,Chico's FAS, Inc.

Putting the customer at the center of marketing is an easy enough cliche. But putting it into practice in email means getting your teams and your platform partners beyond content, campaign, channel-driven approaches that have characterized email in the past. We ask marketers to explore how they are lurching towards a true cross-channel approach to messaging that responds to customer rather than infrastructure.

Moderator

Steve Smith , VP, Editorial Director, Events ,MediaPost

Panelist

Brent Christensen , Director Of Database Marketing ,Overstock.com

Manali Gupta , Director of Performance Marketing [CRM] ,Visa Inc.

Charlotte Pink , CRM Executive ,Virgin Holidays

Fail fast, but fail well. Our most popular EIS session returns in a second edition. A brave panel of marketers share the best lessons they have learned from their biggest messaging train wrecks. Where did they learn most from failure? How do you explain these oopsies internally? How did they implement the lessons learned.

Moderator

George DiGuido , Executive Director, Email ,MXM

Panelist

Cody Duke , Manager, Mortgage Product Marketing ,LegacyTexas

Dustin Porter , Director, Lifecycle and CRM Marketing ,SoFi

Jimmy Wojtila , Senior Specialist in Digital Marketing ,Vitamix

From acquisition to post-purchase service, putting the customer first requires different approaches at every stage of the relationship within the same organization. We sit down with the Best Buy team representing both ends of that spectrum.

Interviewee

Cari Brennan , Marketing Manager, CRM Services ,Best Buy

Aline Condon , Marketing Manager ,Best Buy

Interviewer

Steve Smith , VP, Editorial Director, Events ,MediaPost

What does "Customer-First" Mean for Email? - Brent Christensen, Director Of Database Marketing,   Overstock.com
Is AI/ML Right for Your Email Program? - Michael Sciano, Product Marketing Manager, Adobe
Sharing Successful Failures - George DiGuido, Executive Director, Email, MXM
New Age of CRM - Itay Rahat, Senior Director, Fan Engagement and Consumer Marketing, Warner Music Group

View More Details

Aboard the famous Lady Chadwick

Technology is driving the next generation of email personalization, which which tech applied where matters most in customer-first marketing. Today at EIS we explore a range of personalization styles and the infrastructures required to make them possible. And how can email teams optimize their own operations to test, learn and execute these emerging tactics? But what about customer privacy? How will the EU's GDPR regulations impact U.S. and international marketers.

View More Details

The Detroit Pistons are utilizing data to improve email efficiencies and fan engagement. From email content automation and personalization to API data feeds, the fan experience has never been so seamless and easy to implement. You can create more with less.

Presenter

Jason Scott , Director, eMarketing ,Detroit Pistons

Since no two dogs are alike, direct-to-consumer brand The Farmer’s Dog baked personalization into its very brand identity with a custom built CRM system. This means that all user touchpoints, from their first experience on the website, to their email on-boarding, and all the way through to the product and packaging itself are completely personalized and unique.

Presenter

Adrian Evans , Email and CRM Marketing Manager ,The Farmer's Dog

How do we reach customers when they most want to hear from us? How do we deliver engaging content personalized to individual interests at that moment in time? Find out how WeddingWire leverages behavioral data to personalize timing and content for a variety of micro-moments. Plus, learn about strategies for identifying opportunities that have enough scale to deliver significant value. 

Presenter

Heather Grimstead , Director of Global Email Marketing ,WeddingWire

Is there anything more impersonal than receiving a cookie-cutter email template in your inbox? One-Size-Fits-All Marketing is a thing of the past! Segmented and personalized email campaigns generate 65% more clicks than non-segmented campaigns. Learn how leveraging prospect data to drive more personalized communications can significantly impact critical email KPI’s without compromising efficiency.

Keynote

Katy Fitzpatrick , Program Manager, Large Partnership Marketing ,Liberty Mutual Insurance

How do we get it done? Where do we find the time? How do we staff and organize to achieve our goals? How are we doing more with less? Sometimes the real challenge is not in new and good ideas but sheer operational obstacles. Marketers share their secrets for optimizing their own teams, creating projects so that they get done and putting processes in place that test and learn regularly. 

Moderator

Morgan Stewart , Co-founder and CEO ,Trendline Interactive

Panelist

Grace Cocco , Product Manager ,Everything But the House

Anitra Fenderson , Snr. Manager, Digital Messaging Design, Development, and Innovation ,Capital One

Marlies Roberts , Senior Vice President, Marketing Operations & System ,Grand Circle Travel | Overseas Adventure Travel

The EU’s General Data Protection Regulation (GDPR) is the most significant change to consumer privacy laws in decades and the enforcement date is approximately 1 month away.  The standards for data collection and use in the EU will significantly differ from those in the United States.  This session will breakdown the differences and discuss methods for compliance going forward.

Presenter

Gary Kibel , Partner ,Davis & Gilbert LLP

GDPR and You - Gary Kibel, Partner, Davis & Gilbert LLP
Personalization 2.0- Heather Grimstead, Director of Global Email Marketing, WeddingWire
Operational Efficiency - Morgan Stewart, Co-founder and CEO, Trendline Interactive
New Adventures in Deliverability - Kara Trivunovic, SVP Digital Solutions, Epsilon

View More Details

We end EIS looking beyond simple performance metrics and focus on different aspects of customer experience. How are marketers telling stories via email that optimize for relationships rather than sales? And what are the keys to the better customer experience in the in-box?

It is pretty simple. Email is a conversation, as much a channel for listening as for calling customer to action. Total Wines’ email director shares his approach to making the in-box an interactive, conversational experience with customers. By leveraging straightforward segmentation, responding to simple triggers and personalizing according to what the customer wants to hear, rather than what the brand wants to say, Total Wines tries to build a relationship via the in-box.

Interviewee

Bart Thornburg , Director of Email Marketing ,Total Wine & More

Interviewer

Steve Smith , VP, Editorial Director, Events ,MediaPost

Mattress maker Purple has a high-touch, high consideration sale to make principally through rich, diverse digital content. How does it use email as a channel both to drive the storyline and to drive the conversion?

Presenter

Brett Swensen , Email and Automation Manager ,Purple

News, tips, guides, trivia -- not all email needs to convert to a sale or even a click. Sometimes you want to convert a casual reader into a brand loyalist. But how does a broader email content strategy measure up? What successful stories are brands telling. But more to the point how are they determining ROI, the amount of inventory to devote to non-promotional content, and measuring their overall impact and value?

Moderator

Steve Choi , Digital Marketing Lead ,Standard & Poors

Panelist

Kait Creamer , Conversion Marketing Manager ,MakeMusic

Brett Swensen , Email and Automation Manager ,Purple

Tasmai Uppin , Email Lead/ Content Strategist ,BarkShop/BarkBox

David Zamorski , Vice President, Digital Strategy Manager ,BB&T Corp.

Email is but one piece in an increasingly integrated, omnichannel consumer engagement with your brand. But how does the messaging look and sound fit into the full symphony of brand notes? How can it enhance and complement a holistic user experience?

Panelist

Phil Herbert , Email Marketing Manager ,HP

Ana Warner , Senior Manager, CRM & Email Marketing ,SeaWorld Parks & Entertainment

What is an Email Content Strategy? - Tasmai Uppin, Email Lead/ Content Strategist, BarkShop/BarkBox
Optimizing Email for Experience - Ana Warner, Senior Manager, CRM & Email Marketing, SeaWorld Parks & Entertainment