Agenda

December 09, 2018
4:30 PM
EIS Awards
6:00 PM
Welcome Cocktail Reception
December 10, 2018
7:00 AM

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 AM
Registration & Breakfast
8:15 AM
9:00 AM
Opening Remarks
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
Panelist
Vanessa Boutwell , Director of Consumer Engagement Marketing, Logitech
Megan Crilly , Specialist, Email Marketing, TransUnion
Liam Savage , Customer Marketing Specialist, Virgin Holidays
10:30 AM
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
Panelist
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
2:00 PM
Afternoon Activities
4:00 PM
Near the main Stein bar.
5:30 PM
One on One Meetings
6:30 PM
Cocktail Party
7:30 PM
10 minute ride from Steins.  Buses leave at 7:30pm sharp!
9:30 PM
After-Party (& High West Bourbon Tasting)
December 11, 2018
7:00 AM

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 AM
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
Panelist
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
10:15 AM
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
Panelist
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.

Presenter
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
2:00 PM
Afternoon Activities
4:00 PM
Located next to ski locker room, slope-side.
6:30 PM
Located down the hill from back of Steins at Silver Lake Lodge.
7:30 PM
Dinner Reception
9:30 PM
After-Party
December 12, 2018
7:00 AM

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 AM
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
Panelist
Morgan Chemij , Director II: Marketing & CRM, Americas, HP.com
Neil Gogate , Senior Manager, CRM and Acquisition Marketing, Mattel
Luke Kintigh , Head Of Publishing, Intel
9:45 AM
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

Rules of Engagement: Winning The Attention Wars of 2019

Distraction, information overload, fragmented attention, clutter, message fatigue, invisibility. Email marketers face both structural and cultural challenges in getting recognized even by existing customers. At our 33rd installment of the Email Insider Summit, we fully engage the big media war of 2019 - not just getting noticed but getting genuine attention, not just clicks and conversions but building relationships, experiences and loyalty. For the Summit we bring in 50 well-known Brand marketers responsible for the Email strategy and technology decisions for their companies to network, debate and share best practices about marketing using Email.

Thanks To Our Sponsors

Premier Sponsor
Title Sponsor
Presenting Sponsors
Spotlight Presenters
Sponsors