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Sunday, December 9

4:30 PMGold Room, Level 1
6:00 PMVahalla Room

Monday, December 10

Day 1: Engagement Is The New Conversion

We open EIS looking beyond near-term metrics and towards email's hidden strength to engage customers deeper and longer. How are marketers battling widespread attention deficit, let alone dropping read and rising unsub rates? We explore cases involving brands that have fully integrated email into multitouch strategies. And in our signature "screw-ups" panel we share the mistakes from which email gurus have learned most.

8:00 AMStein Ballroom, 2nd Floor
Registration & Breakfast
8:15 AM
9:00 AM
MC
Steve Smith, VP, Editorial Director, Events, MediaPost 
9:15 AM
“Knowing your customer” is not just a marketing cliché but a mission first defined by Chick-fil-A’s founder and CEO decades ago. But the brand’s batch-and-blast email approach was falling short of that promise. Emily Randall shows how Chick-fil-A quickly built a model that balances scale with personalized connections to customers and works at both a national and local retail level. From database reorganization to an ESP change, reimagined design to empowering local operators as email publishers, the brand’s email finally activates the founder’s brand promise.
Presenter
Emily Randall, Interactive Digital Media, Chick-fil-A 
9:45 AM

Read rates appear to be declining. Machine learning seems to be driving more of your drops into spam folders. Email clients are giving users easier ways to unsubscribe, Keeping customers engaged has never been harder and more critical. Marketers who have fought back the disengagement challenge share how they are analyzing reader behaviors and crafting engagement strategies for maintaining the base.

Moderator
Tara Clark, Senior Director, Lifecycle Marketing, Zillow Group 
PanelistS
Vanessa Boutwell, Director of Consumer Engagement Marketing, Logitech 
Megan Crilly, Specialist, Email Marketing, TransUnion 
Liam Savage, Customer Marketing Specialist, Virgin Holidays 
11:00 AM
Every year we get an update on how the latest and greatest tech can change our email program. Dynamic content populated on the time of arrival. AI-driven testing for subject lines. Finally, a tool that can send the right message at the right time. In this talk, I’m going to tell you about some program enhancements that can have material impacts to your business that (hopefully) won’t require an integration.
Presenter
Brian Schmidt, Director of CRM, Growth & Retention, Fender Musical Instruments 
11:30 AM

An EIS tradition - the baring of the souls. Several of our messaging gurus share their most embarrassing but valuable mishaps. We explore not only where and how good intentions went wrong, but what marketers learned from them. What weakness did this faux pas reveal? And most importantly, what did they do to ensure it wouldn’t happen again?

Moderator
Susan Scales, Social Media Consultant, Humana 
PanelistS
Stephanie Johnson, Email Marketing Coordinator, The Biltmore Company 
John McMahon, Group Marketing Manager, Intuit 
Julie Witsken, Director of Email Marketing, AARP 
12:00 PM
Re-Engagement Strategies and Tactics - Craig Swerdloff, Co-Founder/President, Traverse
Acquisition Tactics - Lilia Arsenault, Group Account Director, Epsilon
Our Most Valuable Screw-Ups - Julie Witsken, Director of Email Marketing, AARP
Customer-Centric - Emily Randall, Interactive Digital Media, Chick-fil-A
12:45 PM
Lunch
1:00 PM
Skiing at the Deer Valley Resort
Snowmobiling at Garff Ranch
Snowboarding at Park City Mountain Resort
Scenic Snowshoe Tour at the Deer Valley Resort
4:00 PMFlagstaff Room
Near the main Stein bar.
6:30 PMOlympic Ballroom foyer
10 minute ride from Steins.  Buses leave at 7:30pm sharp!

Tuesday, December 11

Day 2 Sessions: Executing on One-to-One Tactics

It's all about execution. Day 2 of EIS focuses on best practices and cases. How are the emerging direct-to-consumer brands leading the way to next-gen personalization? How do you get aggressive in your acquisition tactics without losing deliverability? And how do you even spec out and recruit the tech stack you need with a smarter RFP?

8:00 AMStein Ballroom, 2nd Floor
Registration & Breakfast
8:15 AM
9:00 AM
Achieving a personalized experience for your customers is not an initiative that can be rolled out overnight. Learn how JustFab approached their testing journey and 5 key tips for personalization from their VP of Marketing & CRM, Monica Deretich.
Keynote
Monica Deretich, Vice President of Marketing & CRM, JustFab 
9:30 AM

Deep personalization reaches far beyond the custom subject line and "Dear XXXX." A new generation of direct-to-consumer (DTC) brands are showing how true one-to-one leverages data and messaging seamlessly across touchpoint to understand a customer's personal shopping journey, relationship to the brand, and future needs. We ask some of the most innovative emerging brands to share how they are using messaging to drive performance and build brand all at once.

Moderator
Narasu Rebbapragada, Associate Director, Digital Marketing Capabilities & Innovation, The Clorox Company 
PanelistS
Lucy Chen, Lifecycle Marketing Manager, Autolist Inc 
Scott Cohen, CRM Marketing Manager, 1800-Contacts 
Lynn Luong, Senior Manager, Digital Marketing, AVON 
Wayne Miller, Growth Marketing Lead, Uber 
10:45 AM

The pain of integrating a new ESP is legendary. The best start, however, is a solid RFP that clarifies for brand and vendor the needs and goals of the project. Marketers who have successfully navigated this experience recently share their lessons learned, their checklists, their regrets. How did they poll and reconcile internal stakeholders? Understand their database need? Work with IT, product development and engineering? Define goals and feature sets?

Moderator
Nina Lentini, Editor, Events and Research, MediaPost 
PanelistS
Kayla Beck, Senior Manager, Email Delivery and Quality Control, SouthWest Airlines 
Allie Donovan, Director of CRM & Retention, Boxed 
Lexi Sigesmund, Senior Manager, Digital and Content Strategy, Chobani 
11:30 AM

Continually growing email leads at the top of the funnel is extremely important for conversion, but having leads is meaningless if emails are not reaching their inbox. See how Sleep Number is tackling deliverability as it exponentially grows its lead database.

PresenterS
Lisa Erickson, Sr. Director CRM, Sleep Number 
Adam Reynolds, Sr. Manager, Email & SMS Marketing, Sleep Number 
12:00 PM
Personalization 3.0 - Scott Cohen, CRM Marketing Manager, 1800-Contacts
Building the Better RFP - Chris Marriott, President Marketing Democracy, LLC
A/B Testing - Kait Creamer, Manager, Digital Marketing, MakeMusic
Overcoming Deliverability Woes - Kurt Diver, Manager of Delivery Consulting Services, SendGrid
12:45 PM
Lunch
1:00 PM
Skiing at the Deer Valley Resort
Snowboarding at Park City Mountain Resort
Trap Shooting
4:00 PMChampions Club next to Ski Lockers
Located next to ski locker room, slope-side.
6:30 PMBighorn Room @ Silver Lake Lodge
Located down the hill from back of Steins at Silver Lake Lodge.
7:30 PMSilver Lake Lodge
9:30 PMChampions Club next to Ski Locker room at Steins

Wednesday, December 12

Day 3: The Better Customer Experience

Email is not an island. We cap this Winter's EIS with email's role in building and guarding the overall customer experience. How are brands learning to use the latest advanced tech to become better marketers, not just targeters? How do you ensure that email is a more seamless and complementary part of consistent multitouch approach to consumer relationships?

8:00 AMStein Ballroom, 2nd Floor
Registration & Breakfast
8:15 AM
8:45 AM
Sometimes the most impactful brand content for a customer is about themselves. American Express’ Brian Coleman shows us how one of their most successful email programs involves sharing the customer’s own behavioral data around their spending patterns back to them. From best practices around visualizing data, measuring and optimizing for performance, and course correcting for missteps, we explore how a user’s own data may be their favorite content.
Interviewee
Brian Coleman, Vice President, Small Business Customer Loyalty Marketing, American Express 
Interviewer
Steve Smith, VP, Editorial Director, Events, MediaPost 
9:15 AM

As most email marketers continue to move away from batch and blast and towards target and trigger, waves of new data layers and automation tech pile in. The promise of higher tech always has been better performance, but it also claims to free teams up from mundane tasks to focus on higher level strategy. Is it so? We ask several brands to reflect on how they are managing (or being managed by) automation. Has it just added a new task set? Did the new tech come as advertised or get used in unanticipated ways? Is it helping them achieve higher level marketing goals? And what have we learned about making automation work for rather than us work for it?

Moderator
Kait Creamer, Manager, Digital Marketing, MakeMusic 
PanelistS
Morgan Chemij, Director II: Marketing & CRM, Americas, HP.com 
Neil Gogate, Senior Manager, CRM and Acquisition Marketing, Mattel 
Luke Kintigh, Head Of Publishing, Intel 
10:15 AM

Email is just one important touchpoint in a complex customer journey across channels and beyond the usual marketing silos. Scotts strives to create a more coherent customer experience by connecting the dots of cross-channel behaviors that convert. We explore how the brand is orchestrating site and email activity, direct mail and call centers to weave more seamless experiences, grow brand and optimize conversions.

Presenter
Amanda Scarnechia, Manager, CRM and Consumer Data, The Scotts Miracle-Gro Company 
10:45 AM
Better Tech, Better Marketers? -Kait Creamer, Manager, Digital Marketing, MakeMusic
Customer Experience Across Channels - Amanda Scarnechia, Manager, CRM and Consumer Data, The Scotts Miracle-Gro Company
Is Multimedia Email Working? - Holly Gross, Senior Manager, CRM, Whole Foods
11:15 AM
Conference Concludes