Keynote: It Takes Several Villages: DraftKings’ Multi-Channel, Multi-Team Success
To set marketing up for success, DraftKings dedicates engineering and product resources to partner with CRM to build a platform and bring their vision of “Advanced Marketing” to life. Veronica will show how distinct Calendar and Trigger-based CRM teams help maintain priorities, tactics and focus on their respective goals while working on a common platform that protects user experience. Simultaneously, the CRM team breaks down the range of consumer messaging channels – from email to push to pop-up messages – to determine what works best when and in which combinations. Clarity breeds flexibility.
Panel: Leveraging Loyalty: Deepening and Widening Customer Profiles
Email can and should be at the center of a first party data-building strategy. Our loyalty mavens share how they are using email interactions and behaviors to deepen their user profiles and better connect with loyal customers across devices and channels. What incentives drive customer participation in data gathering? How are they also using this data to find new brand loyalists?
Presentation: DIY AI: Pluses & Pitfalls of Personalization at Scale
Until a few years ago, only teams with significant resources implement predictive analytics and 1:1 personalization at scale. But, many marketing platforms now integrate these capabilities and have widened the use cases for teams of all sizes. We’ll explore how The Knot Worldwide uses data to personalize experiences for WeddingWire couples. How has the team met the challenges of personalization at scale, managing inactive users, maintaining authenticity, and integrating data across systems?
Presentation: Automating Personalization that Feels Real
Automation is getting smarter, but so are your customers. The illusion of personalization, especially when done at scale, is so easily broken. How can brands differentiate themselves when customers are desensitized to marketing messages and it’s not enough to know your customer? Learn how Boxed personalizes at scale while finding ways to delight customers with interactions and messaging that are thoughtful and human.
Presentation: Email Across the Generations: Practical Tips to Get to (and Stay) in the Inbox
Digital pundits have been predicting the irrelevance of the in-box to younger users for more than 15 years. Reality check – still not true. But as behaviors and tech among Millennials and Gen-Z mature along with these younger users, marketers do need to update their engagement tactics. With over a billion emails sent to college students each year, EAB shares a peek across younger users and the best ways to keep reaching them.
Co-Presentation: Takeaways of the Hair-Trigger Harriets
Automated email is only as good as the behavioral triggers (and the timing) that drives them as well as the messaging. We ask our experts to share the surprising triggers and content follow ups that drove performance, deepened relationships and grew the brand.
Are any of these animated graphics, live feeds, interactive elements, embedded video and more really working to improve engagement, performance, churn...if anything? Are they killing deliverability, spiking unsubscribes? What best practices are emerging for bringing Web site functionality to the in-box?
There are no email strategies without the right people and the right technology. We explore both on Day 2 of EIS. In a cross-channel, multidisciplinary world, how are companies staffing up and building up tech stacks that are ready for tomorrow.
ESPs, DMPs, CDPs, oh my! The acronyms around email and customer management are moving targets, but organizations large and small have to build tech stacks that anticipate scale and need years in advance. the process is key, and we ask veterans of the tech/vendor shopping spree to share their best practices around that process. How did they work across departments to assess needs, evaluate solutions, score the vendors, stress test the tech and the partners?
As email touches a range of other social, performance, mobile channels, the necessary skill sets for new hires get trickier. Our final panel hits close to email marketers' home - what are the skills, who are the people, and where do you find them to build a team ready for the integrated marketing future?
Kristina Moy, Marketing Campaigns Analyst, Eversource Energy
Charma Parker, Senior Manager- Marketing Innovations, Atlanta Hawks & State Farm Arena
Melanie Ruic, Director of Email Marketing, Penguin Random House