Agenda

April 22, 2018
6:30 PM
Welcome Cocktail Reception
April 23, 2018
7:30 AM

Customer-first is the new buzzword of marketing but what does it mean and how do email/CRM teams execute the goal and become an integral part of the overall marketing effort. We open EIS exploring how putting the consumer at the center of marketing impacts traditional email efforts. What does a "Customer-First" email strategy look like anyway? And how do you fail fast but fail smart?

8:00 AM
Registration & Breakfast
8:15 AM
9:00 AM
MC
Steve Smith , VP, Editorial Director, Events, MediaPost
9:15 AM
“How Bold Are You?” Chico’s asks its customers, and the question is just as fitting for retail in these challenging times. In order to meet this new world, marketing lead Shelagh Stoneham explains how brands need to think like the customer and acknowledge the full range of online and offline experiences they bring with them. Email has become the nexus where a brand leverages both its data and a voice that is bold enough to break through the clutter.
Keynote
Shelagh Stoneham , SVP, Marketing, Chico's FAS, Inc.
9:45 AM

Putting the customer at the center of marketing is an easy enough cliche. But putting it into practice in email means getting your teams and your platform partners beyond content, campaign, channel-driven approaches that have characterized email in the past. We ask marketers to explore how they are lurching towards a true cross-channel approach to messaging that responds to customer rather than infrastructure.

Moderator
Steve Smith , VP, Editorial Director, Events, MediaPost
Panelist
Brent Christensen , Director Of Database Marketing, Overstock.com
Manali Gupta , Director of Performance Marketing [CRM], Visa Inc.
Charlotte Pink , CRM Executive, Virgin Holidays
10:15 AM
10:45 AM

Fail fast, but fail well. Our most popular EIS session returns in a second edition. A brave panel of marketers share the best lessons they have learned from their biggest messaging train wrecks. Where did they learn most from failure? How do you explain these oopsies internally? How did they implement the lessons learned.

Moderator
George DiGuido , Executive Director, Email, MXM
Panelist
Cody Duke , Manager, Mortgage Product Marketing, LegacyTexas
Dustin Porter , Director, Lifecycle and CRM Marketing, SoFi
Jimmy Wojtila , Senior Specialist in Digital Marketing, Vitamix
11:30 AM

From acquisition to post-purchase service, putting the customer first requires different approaches at every stage of the relationship within the same organization. We sit down with the Best Buy team representing both ends of that spectrum.

Interviewee
Cari Brennan , Marketing Manager, CRM Services, Best Buy
Aline Condon , Marketing Manager, Best Buy
Interviewer
Steve Smith , VP, Editorial Director, Events, MediaPost
12:00 PM
What does "Customer-First" Mean for Email? - Brent Christensen, Director Of Database Marketing,   Overstock.com
Is AI/ML Right for Your Email Program? - Michael Sciano, Product Marketing Manager, Adobe
Sharing Successful Failures - George DiGuido, Executive Director, Email, MXM
New Age of CRM - Itay Rahat, Senior Director, Fan Engagement and Consumer Marketing, Warner Music Group
1:00 PM
Lunch
1:10 PM
2:00 PM
Afternoon Activities
5:30 PM
One on One Meetings
6:30 PM
Aboard the famous Lady Chadwick
8:00 PM
Dinner Reception
April 24, 2018
7:30 AM

Technology is driving the next generation of email personalization, which which tech applied where matters most in customer-first marketing. Today at EIS we explore a range of personalization styles and the infrastructures required to make them possible. And how can email teams optimize their own operations to test, learn and execute these emerging tactics? But what about customer privacy? How will the EU's GDPR regulations impact U.S. and international marketers.

8:00 AM
Breakfast
8:15 AM
8:45 AM
The Detroit Pistons are utilizing data to improve email efficiencies and fan engagement. From email content automation and personalization to API data feeds, the fan experience has never been so seamless and easy to implement. You can create more with less.
Presenter
Jason Scott , Director, eMarketing, Detroit Pistons
9:15 AM
Since no two dogs are alike, direct-to-consumer brand The Farmer’s Dog baked personalization into its very brand identity with a custom built CRM system. This means that all user touchpoints, from their first experience on the website, to their email on-boarding, and all the way through to the product and packaging itself are completely personalized and unique.
Presenter
Adrian Evans , Email and CRM Marketing Manager, The Farmer's Dog
9:45 AM

How do we reach customers when they most want to hear from us? How do we deliver engaging content personalized to individual interests at that moment in time? Find out how WeddingWire leverages behavioral data to personalize timing and content for a variety of micro-moments. Plus, learn about strategies for identifying opportunities that have enough scale to deliver significant value. 

Presenter
Heather Grimstead , Director of Global Email Marketing, WeddingWire
10:00 AM
10:30 AM
Is there anything more impersonal than receiving a cookie-cutter email template in your inbox? One-Size-Fits-All Marketing is a thing of the past! Segmented and personalized email campaigns generate 65% more clicks than non-segmented campaigns. Learn how leveraging prospect data to drive more personalized communications can significantly impact critical email KPI’s without compromising efficiency.
Keynote
Katy Fitzpatrick , Program Manager, Large Partnership Marketing, Liberty Mutual Insurance
11:00 AM

How do we get it done? Where do we find the time? How do we staff and organize to achieve our goals? How are we doing more with less? Sometimes the real challenge is not in new and good ideas but sheer operational obstacles. Marketers share their secrets for optimizing their own teams, creating projects so that they get done and putting processes in place that test and learn regularly. 

Moderator
Morgan Stewart , Co-founder and CEO, Trendline Interactive
Panelist
Grace Cocco , Product Manager, Everything But the House
Anitra Fenderson , Snr. Manager, Digital Messaging Design, Development, and Innovation, Capital One
Marlies Roberts , Senior Vice President, Marketing Operations & System, Grand Circle Travel | Overseas Adventure Travel
11:30 AM
The EU’s General Data Protection Regulation (GDPR) is the most significant change to consumer privacy laws in decades and the enforcement date is approximately 1 month away.  The standards for data collection and use in the EU will significantly differ from those in the United States.  This session will breakdown the differences and discuss methods for compliance going forward.
Presenter
Gary Kibel , Partner, Davis & Gilbert LLP
12:00 PM
GDPR and You - Gary Kibel, Partner, Davis & Gilbert LLP
Personalization 2.0- Heather Grimstead, Director of Global Email Marketing, WeddingWire
Operational Efficiency - Morgan Stewart, Co-founder and CEO, Trendline Interactive
New Adventures in Deliverability - Kara Trivunovic, SVP Digital Solutions, Epsilon
1:00 PM
Lunch
1:10 PM
2:00 PM
Afternoon Activities
6:30 PM
Cocktail Party
7:30 PM
Dinner Reception
9:00 PM
After-Party
April 25, 2018
7:30 AM

We end EIS looking beyond simple performance metrics and focus on different aspects of customer experience. How are marketers telling stories via email that optimize for relationships rather than sales? And what are the keys to the better customer experience in the in-box?

8:00 AM
Breakfast
8:30 AM
It is pretty simple. Email is a conversation, as much a channel for listening as for calling customer to action. Total Wines’ email director shares his approach to making the in-box an interactive, conversational experience with customers. By leveraging straightforward segmentation, responding to simple triggers and personalizing according to what the customer wants to hear, rather than what the brand wants to say, Total Wines tries to build a relationship via the in-box.
Interviewee
Bart Thornburg , Director of Email Marketing, Total Wine & More
Interviewer
Steve Smith , VP, Editorial Director, Events, MediaPost
9:00 AM
Mattress maker Purple has a high-touch, high consideration sale to make principally through rich, diverse digital content. How does it use email as a channel both to drive the storyline and to drive the conversion?
Presenter
Brett Swensen , Email and Automation Manager, Purple
9:20 AM

News, tips, guides, trivia -- not all email needs to convert to a sale or even a click. Sometimes you want to convert a casual reader into a brand loyalist. But how does a broader email content strategy measure up? What successful stories are brands telling. But more to the point how are they determining ROI, the amount of inventory to devote to non-promotional content, and measuring their overall impact and value?

Moderator
Steve Choi , Digital Marketing Lead, Standard & Poors
Panelist
Kait Creamer , Conversion Marketing Manager, MakeMusic
Brett Swensen , Email and Automation Manager, Purple
Tasmai Uppin , Email Lead/ Content Strategist, BarkShop/BarkBox
David Zamorski , Vice President, Digital Strategy Manager, BB&T Corp.
10:00 AM
Email is but one piece in an increasingly integrated, omnichannel consumer engagement with your brand. But how does the messaging look and sound fit into the full symphony of brand notes? How can it enhance and complement a holistic user experience?
Panelist
Phil Herbert , Email Marketing Manager, HP
Ana Warner , Senior Manager, CRM & Email Marketing, SeaWorld Parks & Entertainment
10:30 AM
What is an Email Content Strategy? - Tasmai Uppin, Email Lead/ Content Strategist, BarkShop/BarkBox
Optimizing Email for Experience Ana Warner, Senior Manager, CRM & Email Marketing, SeaWorld Parks & Entertainment
11:00 AM
Conference Concludes

Customer-First Meets The In-Box

It's not about the campaign calendar, anymore. It's not about your content strategy. And its definitely not about your channels. It is about the customer - her schedule, her journey, her experience. And that changes everything, from the way email teams work internally and across silos, how data are gathered and deployed, which technology marketers apply, and the role of content and service int he messaging mix.

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