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Sunday, December 3

6:00 PMVahalla Room

Monday, December 4

8:00 AM
Registration & Breakfast
8:15 AM
Day 1: Strategy

Increasingly at the center of people-based marketing, email IDs and tactics must be integrated into a brand's larger data plans. We open the Email Insider Summit with marketers sharing how messaging integrates with building a "single point of truth" for the customer base. We also explore how email is linking into other data sources to drive acquisition strategies, as well as what personalization approaches in an era of countless touch points.

9:00 AM
MC
Steve Smith, VP, Editorial Director, Events, MediaPost 
9:15 AM
Keynote
Andrea Grant, Director of Digital Marketing, Cabela's 
9:45 AM

People-based marketing is the hot marketing topic of 2018, but email was the original addressable media. In a range of product categories we explore how email IDs and data are being integrated into cross-channel customer data profiles. How are marketers building profiles that drive business goals rather than distract with irrelevant data? How are companies eroding those old silos to build this so-called "Single point of truth?" and who will control the data trove?

Moderator
Morgan Stewart, Co-founder and CEO, Trendline Interactive 
PanelistS
Carrie Knipfer, Senior Email Marketing Manager, Avery Products 
Sam Shannon, Senior Manager CRM, HP 
Bart Thornburg, Director of Email Marketing, Total Wine & More 
11:00 AM
Email marketers are constantly under pressure to optimize the experience for each subscriber, yet are often constrained with things such as resources, data, integrations, managing frequency without losing revenue, and an ever-changing customer journey. Balancing these competing interests frustrates and often confuses even the best marketing departments. We explore how AARP navigates these competing priorities by keeping the customer journey front and center.
Presenter
Julie Witsken, Director of Retention, AARP 
11:30 AM

But where is the next good lead coming from, and how are marketers distinguishing among the many data and platform providers to locate the lead gen and customer acquisition? We ask two marketers to quiz vendors on how their solutions to the great customer acquisition problem map against their own brands' needs, hope to integrate with internal systems, and even differentiate themselves from one another. 

 

ModeratorS
Hayley Squire, Email Marketing Manager, Domino Media Group 
Shilpi Talwar, Marketing Director, Derive Systems 
PanelistS
Sujay Jhaveri, CEO, Flatiron Media 
Jonah Lovens, Vice President, Strategic Partnerships, Fluent 
Chris Marriott, President, Marketing Democracy 
12:15 PM
Building the Single Point of Truth
New Paths to Personalization
Acquisition and The New Data Marketplace
Silo-Busting
1:00 PM
Lunch
1:10 PM
Snowmobiling at Garff Ranch
Skiing at the Deer Valley Resort
Snowshoe Tour at the Deer Valley Resort
Yoga in the Wellness Studio
Apres Ski Party (4-6pm)
4:00 PMTroll Hallen Lounge
6:30 PMOlympic Ballroom Foyer
9:00 PMFlagstaff Room

Tuesday, December 5

8:00 AM
Registration & Breakfast
8:15 AM
Day 2: Tactics: Solving for Conversion What's working? In re-engaging lapsed customers? In making smartest use of the new tools in dynamic and multimedia messaging? And how do email marketers fail successfully, quickly, and learn new lessons? On Day 2 of EIS we go tactical and share the gritty details.
8:45 AM
For many years, digital dating pioneer Match.com has been creating personalized email experiences for millions of members. Jessica will share some of the brand’s key learnings about one-to-one messaging.  Match.com is also leaning forward towards bringing the highly interactive online experience into the inbox. The next generation of personalization will build campaigns that target a specific set of activities for users. We will explore how personalization and interactivity no longer run on parallel paths but are a complementary (dare we say) match.
Keynote
Jessica Johnson, Senior Product Manager, Match.com 
9:15 AM

The lapsed subscriber, the dormant customer, the quiet reader of your emails who hasn't clicked in ages - these are all sleeping prospects just waiting for the right wake-up call. What is driving successful re-engagement programs - messaging, personalized appeals, discounting? And how are marketers making smarter use of smarter data trails to determine winning tactics? Can re-engagement be a strategy now?

Moderator
Sian Desmond, Global Email Marketing Manager, InterContinental Hotels Group 
PanelistS
Chloe Dutschke, CRM and Content Marketing Manager, Shoes of Prey 
Sharon Foster, Director, CRM, Consumer Interactive, TransUnion 
Scott Keyes, Founder/CEO, Scotts Cheap Flights 
9:45 AM
As one-to-one messaging breaks out of the in-box and into multiple social and messaging platforms, customers have a range of options and preferences for how they hear directly from a brand. TravelZoo’s Justin Soffer explores with us how he is doing the social media ROI math to make the email and social add up to more than each alone. Can social actually boost email engagement, and can the paid channels on social prove cost effective? How should marketers leverage lead gen from these alternative messaging channels and ultimately value and convert these leads?
Interviewee
Justin Soffer, VP of Marketing, Travelzoo 
Interviewer
Steve Smith, VP, Editorial Director, Events, MediaPost 
10:45 AM
Smart testing is all about taking calculated risks that are designed from the start to render insights, whether they succeed or fail. Kristin and Amanda share their regimen for determining what to test and risk, getting management buy-in, testing into success, trying concepts and not just content, and tracking results over time.
PresenterS
Kristin Bond, Senior Email Marketing Manager, Girl Scouts of the USA 
Amanda Soehnlen, Senior Digital Strategist, Highmark Health 
11:15 AM

Fail fast, but fail well. Sometimes the best lessons come from the biggest crash and burns. We ask our panel of marketing vets to fess up. Where did they learn most from failure? How do you explain these oopsies internally? More importantly, however, we ask how they implemented the lesson to improve the process. 

Moderator
Libby Snead, Senior Email Marketing Manager, Avvo 
PanelistS
Richard Mastriani, Director- Digital Marketing, AmTrust Financial 
Brian Mathus, Director of Digital Marketing, Edward Jones 
Jamie Plankenhorn, Senior Manager, Email Marketing, Zillow 
12:00 PM

Re-Engagement Tactics 
Mastering Email Interactivity
Failing Upward

1:00 PM
Lunch
1:10 PM
Skiing at the Deer Valley Resort
Snowboarding at Park City Mountain Resort
Tubing at Gorgoza Park
Apres Ski Party (4-6pm)
4:00 PMTroll Hallen Lounge
6:30 PMElk Room at Silver Lake Lodge
7:30 PMBald Mountain Room at Silver Lake Lodge
9:00 PMElk Room at Silver Lake Lodge

Wednesday, December 6

8:00 AM
Registration & Breakfast
8:15 AM
Day 3: The Way Forward

Looking towards 2018, marketers will be looking to build the tech stacks, assess levels of automation and determine how email evolves into messaging outside of the inbox. We round out the Winter EIS leaning forward into the tech that will shape 2018.

8:45 AM
Keynote
Brent Christensen, Director Of Database Marketing, Overstock.com 
9:15 AM
Presenter
Anna Bowles, Director, Growth & Retention, Square 
9:30 AM

Email automation and message triggering have always relied in some measure on AI, but what is so different about the new capabilities being touted by the current wave of AI hype? We ask our panel of marketers experienced with various levels of email AI to advise on how to start incrementally. Where can machine learning tech and techniques be applied first to personalized drop timings, product recommendations, customer analytics? How should marketers be assessing the new tech offerings and how they integrate with their own stack? Let’s be intelligent about implementing AI.

Moderator
Kevin Kao, Sr. Manager, Email Marketing, New York Times 
PanelistS
Anna Bowles, Director, Growth & Retention, Square 
Anitra Fenderson, Senior Managing Creative Director, Capital One 
Allison Kelly, Director of Channel Growth and Development, Cordial 
10:15 AM

After all of the technology, segmentation, and in-box interactive razzle-dazzle, if a brand doesn't have a compelling story to tell about itself, your email is not serving the long term interests of the company or the customer. Two true believers int he value of great in-box content discuss how they keep their programs on message.

PresenterS
Danielle Brownlee, Relationship Marketing Manager, Land O'Lakes 
Lindsay Connolly, Senior Marketing Manager, Digital & Ecommerce, Gap/Athleta 
Josie Fox, Content Manager, Tito's Handmade Vodka 
10:30 AM
We end Winter EIS reflecting on the major themes of the three days, the major concerns raised in Roundtable discussions and the agenda for EIS 2018.
11:00 AM
AI And You
Unified Messaging
11:30 AM
Conference Concludes