Agenda

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Wednesday, May 31

6:00 PMOcean Front Lawn

Thursday, June 1

Day 1: Customer-First Messaging It's not about the campaign but the customer. We open EIS at the nexus of new technology and marketing trends by exploring what a customer-first approach means to a range of brands, how companies are building and using identity graphs and how they are combining the latest tools and messaging to enhance engagement.
8:00 AMSalon 2 &3
Breakfast
8:15 AM
9:00 AM
MC
Steve Smith , Editorial Director, Events , MediaPost 
9:15 AM
Keynote
Stephanie Sczech , Global Director of Lifecycle Marketing , Electronic Arts 
9:45 AM
One marketing survey shows that consumers are 269% more likely to be satisfied with a company if they feel the brand puts the customer's interests and needs before those of the company. In the last year, the "Identity Graph" has arisen to go beyond cross-device tracking and build richer profiles that help brands build people-based approaches. We ask the early practitioners to discuss how this model drives customer-first marketing.
Panelist
Janine Silva , Director, Email & Integrated Marketing , Investopedia 
10:30 AM
11:00 AM
What if every morning, your email system woke up and asked the question “who” is eligible for an email, today? Then you decided what to send that user? Classmates' Libby Snead explains how the company implemented this approach of starting with the "who" through simple segmentation and then determine the "what" in relevant campaigns. Then Libby helps two fellow marketers explore how this approach applies to their own messaging programs.
Facilitator
Libby Snead , Manager, Email Programs , PeopleConnect 
11:30 AM
After segmentation, targeting and and masses of automation, engagement still comes down to capturing attention and interest in a second. The toolbox is expanding - to video, kinetic/interactive messaging, embedded audio, sharing tools. But how do these bright shiny objects of email map against your audience, marketing goals, workflow, timing and effectiveness? Our panel of adventurous in-box storytellers shares what gets people to engage, not just read.
Panelist
Andrew Norris , Senior Communications Strategist , WebMD 
12:15 PM
Mastering the ID Graph
Customer-First Messaging
Do the New Toys of Email Storytelling Work?
1:00 PM
Lunch
1:10 PM
Golf on Ocean Links Golf Course
Beach Trail Horseback Riding
Kayak Eco-Tour in Talbot Island State Park
6:30 PMCourtyard

Friday, June 2

Day 2: Taming the New Machine Tech, tools, toys often drive the hype around direct marketing and email, but how do marketers aim them towards goals not the gadgets themselves? On day 2 of EIS we focus on choosing and making the best use of data, infrastruvture, tech. How does it improve customer acqusition? Can AI make brands more personable? How are marketers making best use of dynamic content?
8:00 AMSalon 2 &3
Breakfast
8:15 AM
8:45 AM
Keynote
Vicky Ge , Sr. Product Manager, Global Marketing Automation , Amazon 
9:15 AM
As the Internet consolidates around a handful of walled gardens with the best cross-channel data, costs of cusotmer acquisitiion increase. Email marketing, always central to customer acquisition, are being tasked to find more efficient, more creative ways to broaden the base. We ask leaders in the messaging space to share their best new tactics, channels, and data sources in the battle for user identity.
9:45 AM
Presenter
Kathy Hecht , VP of Marketing and Business Development , Silver Star Brands 
10:15 AM
Sponsor Presentation & Coffee Break
10:45 AM
Advances in AI and machine learning are driving automation ever higher up the workflow. A variety of triggers are now activaitng cascades of interactions with consumers far outside a marketer's direct view. How are marketers managing this trade-off between streamlining and control? How can they aim, optimize and measure automated systems so that they serve defined marketing goals beyond mere efficiency for its own sake?
Panelist
Matt Byrd , Director of Product Marketing PolicyGenius , PolicyGenius 
11:15 AM
The next level of personalized email goes far beyond triggered messaging and "insert name here" messaging. Dynamic and live email messages build highly individualized content based on user data, behaviors, need states and even the real-time circumstances of the user or pricing, availability, etc. We ask successful dynamic content makreters to share best practices for making this tool a tactic in personalization rather than a gimmick.
Panelist
Bethany Wallace , Email and Mobile Marketing Manager , Shoe Carnival 
11:45 AM
Presentation:
12:15 PM
New Acquisition Tactics
What Is Your CMS, And Is It Working?
Increasing Relevance With Dynamic Content
What You Need To Know About AI and Email
1:00 PM
Lunch
1:10 PM
Bike Eco-Tour in Talbot Island State Park
Golf on Oak Marsh Course
Fishing Charter
6:30 PMSalon Terrace
7:30 PMOcean Bar & Grill

Saturday, June 3

Day 3: Back To Basics We round out EIS with blocking and tackling - solving for some of the perennial basic challenges of email marketers - deliverability and staffing
8:00 AMCaptiva Ballroom
Breakfast
8:15 AM
9:00 AM
Keynote
9:15 AM
As our in-boxes now stretch across Web, desktop and mobile channels, contending with ingenious bad actors, getting legitimate marketing messages through to customers is as complex as ever. In a unique session the Email Insider Summit welcomes key gatekeepers to discuss the current challenges they face and to field questions from marketers who will join them on stage, pre-submitted and live questions from the Summit.
10:00 AM
Email has become more integrated than ever with data warehouses, content marketing, social and mobile messaging channels, ad targeting and more sophsticated analytics and attribution models. What skill sets really make up the modern email team? Who should you be looking for (where?) and what are the right questions to ask to determine your next hire?
10:30 AM
Ask the ISPs