July 8 - 11, 2020
Deer Valley, UT

Live Event Coverage

Agenda

Wednesday, 07/08

6:00 PM
Welcome Cocktail Reception

Thursday, 07/09

8:00 AM
Registration & Breakfast
8:30 AM
Sponsor Breakfast Presentation
Day 1 - Personalization: A Strategy, Not a Tactic

From grand brand strategy to everyday execution, we open the Spring EIS drilling into the next generation of approaches to going one-to-one with your customers. How well have one-to-one strategies served email marketers during the crisis?

9:00 AM
Opening Remarks
MC
Steve Smith, VP, Editorial Director, Events, MediaPost 
9:15 AM
Keynote
Keynote
Joshua Margulies, Director of Integrated Brand Marketing, Jacksonville Jaguars 
9:45 AM
Panel: Notes For an Emergency

In the current crisis, mail went from being a central channel to customers to being the ONLY one. From communicating essential information about sales policy to safety, store closings to special offers, email had to carry an unprecedented load in recent months. What did we learn? About our own infrastructure? About the limits and possibilities about this channel? About our own customers? We ask our marketers to reflect on what they learned, and what has the COVID-19 crisis changed our approach to email for good?

10:15 AM
Coffee Break & Sponsor Spotlight
10:45 AM
Presentation
Presenter
Mary Bartlett, Manager, US CRM, McDonalds 
11:00 AM
Panel: Personalization Is a Strategy, Not a Tactic

One size does not fit all when it comes to personalization. Our panel of marketers discuss how they avoid being led by the tech and try to build genuine personalization strategies that map against marketing goals. What brand relationship or set of behaviors are you trying to shape? How does the in-box relate to the other personalized touch-points in the customer journey? How did the crisis impact these tactics. Was this a time to speak individually to customers or en masse?

PanelistS
Mary Bartlett, Manager, US CRM, McDonalds 
Adam Reynolds, Sr. Manager, Email & SMS Marketing, Sleep Number 
Linda Yu, Director-Outbound Marketing, Zillow 
11:30 AM
Case Study
11:45 AM
Roundtables

Personalization as a Strategy
Lessons from an Emergency
Managing Deliverability

12:45 PM
Lunch
1:00 PM
Sponsor Luncheon Presentation
ATV Tour of the Wasatch Mountains
Golf at Canyons Course - Park City
Olympic Park Tour
6:30 PM
Cocktail Party
7:30 PM
Dinner Reception
9:00 PM
After-Party

Friday, 07/10

8:00 AM
Registration & Breakfast
Day 2 - It's All About Execution

Day 2 of EIS drills into the messaging toolbox to see what is working, from interactivity to testing, dynamic creative to timing and cadence, marketers from a range of brands share their best practices, hard lessons learned.

9:00 AM
Keynote: Personalization on the Fast Track
In five months, direct-to-consumer brand Brooklinen went from a batch-and-blast email program to personalized messaging. How did they get there so quickly, and what did they learn – about moving from blasting to segmentation, segmentation to personalization? What are the pitfalls and pain points? Allie Donovan walks us through how to go from zero to sixty in one-to-one marketing…and not lose sleep over it.
Keynote
Allie Donovan, Director of Email and Retention, Brooklinen 
9:30 AM
Panel: Messaging the Crisis: Rethinking Content

The COVID-19 crisis forced all marketers to pivot their messaging sharply and quickly. For most brands, the usual sales pitch felt inappropriate, The email channel became critical to effecting the right tone, voice and information. How did brands meet the content challenge? What messaging is resonating best with customers now, and how does messaging unwind from crisis mode to a new normal?

10:00 AM
Co-Presentation: How We Test
Presenter
Chester Bullock, Director, Marketing Technology, The RentPath Network 
10:15 AM
Coffee Break & Sponsor Spotlight
10:45 AM
Case Study: Policy Genius and RedFin Co-presentation

Every marketing team has its own culture and approach to testing its email. Let's learn from each other. We invite two EIS guests to compare and contrast their styles of email testing. When and how are they choosing to test? With what variables and against what segments? Are tests being led by marketing goals or by the technology at hand? And how do different teams and brands set themselves up for success - to make the most of the exercise and emerge with multiple learnings?

PresenterS
Jessica Owen, Associate Director, CRM, Policy Genius 
Katie Raynolds, Marketing Channel Manager, Redfin 
11:15 AM
Panel: Little Wins, Big Lessons: That Share Your Successes Panel

We flip the script on EIS's traditional favorite - the Share Your Screw-Ups panel. This time we ask several of our email mavens to share their successes, especially the little wins in their email program that have rendered some of the biggest dividends and valuable lessons. What worked lately - in segmentation, in data handling, in tweaking deliverability, in messaging? Let's find the golden nuggets of insight and learn from our own successes.

12:00 PM
Roundtables

Content and the Crisis
Testing Tactics
Success Story Singalong

1:00 PM
Lunch
1:10 PM
Sponsor Luncheon Presentation
Hiking tour at Deer Valley
Downhill Mountain Biking at Deer Valley
Horseback Riding at Deer Valley
6:30 PM
Cocktail Party
7:30 PM
Dinner Reception

Saturday, 07/11

8:00 AM
Registration & Breakfast
Day 3 - Outside the In-Box

We cap Spring EIS by exploring message strategy and tactics across multiple channels - from the in0box to apps, SMS to social.

8:45 AM
Keynote
9:15 AM
Panel: Outside the In-Box: Mapping A Cross-Channel Messaging Strategy

While email remains the surest, most welcome point of contact with your customers, mobile and social messaging, apps, chat and more must be part of any one to one strategy. During the COVID-19 crisis especially, brands needed to coordinate and integrate their channels to ensure consistent messaging. Very few brands have mastered this multi-point messaging opportunity, but we ask several aspiring 360-degree messengers to show how they are walking before learning to run. Where do you get started?

9:45 AM
Sponsor Spotlight and Break
10:15 AM
Case Study in Mobile Messaging
10:30 AM
Panel: Email 2021: Trend-Spotting Singalong

Oh, the pitches, the promises, the predictions. Email managers field relentless bright shiny objects - tools, tricks and trends from every direction. We end Spring EIS asking several of our guest marketers to lead attendees in sharing their ideas for what will be hot, not-so-hot, over-hyped and overlooked in the messaging world in the coming year.

11:00 AM
Roundtables

Cross-channel Messaging
Bright Shiny Object Hunting

11:30 AM
Conference Concludes