Agenda

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Sunday, June 24

20:30
Along the beach boardwalk, near hotel.
Pay on your own - Dutch treat

Monday, June 25

Day 1: Building Customer Experiences in the Inbox
07:30
Breakfast at Hotel Restaurant
08:00
Downstairs meeting room - Marbella & Bogatell
08:15
09:00
MC
Dianna Dilworth, EIS EU Program Director, MediaPost 
09:15
Heineken relies on consumer panel insights and data to help shape its conversations with customers throughout the customer lifecycle. In this presentation, Bart Nijhoff, CRM Manager, Global Commerce, Heineken International will reveal how the brand uses data to create automated customer journeys, sharing the process that helps develop these journeys and how this marketing approach fits into business goals.
Keynote
Bart Nijhoff, CRM Manager, Global Commerce, Heineken International 
09:45

Obtaining an email address is the first step in a relationship between a customer and a brand. This panel will investigate how marketers are using email to develop experiences throughout the customer lifecycle, and share useful strategies on how to make the most of email to improve customer experiences.

Moderator
Maaike van Prooijen, Event & Community Marketer, Tacx 
PanelistS
Neelam Mistry Kotecha, Retention Marketing Manager, Protect Your Bubble 
Emily Stewart, Growth manager, Email Marketing, EMEA & AMER, Skyscanner 
Jochem Veenstra, Channel Manager, Email, Otravo 
10:30
11:00

A customer doesn’t want an offer every time they open their inbox. Sometimes they appreciate receiving informative or entertaining content from brands they love without being pushed into making a purchase. In this panel, marketers will share how they are using email to establish brand loyalty and build long term relationships with their customers.

Moderator
Beata Linz, Email, Digital & Brand Marketing Consultant, Formerly Nike, Currently Beata Linz Consultancy 
PanelistS
Inês Condeço, Marketing and Communication Director, FNAC PORTUGAL 
Robin J. Riemslag, Digital Manager, Online Marketing, ING 
11:45
Creativity in email isn’t just about making an email look good, although this plays an important part. This presentation will look at how creativity can add value from the initial brief all the way through to final creative execution. Stephanie Rostron, Creative Lead, UNiDAYS will discuss how the brand generates ideas for emails, how copy can help drive open rates and how design can increase click through rates.
Presenter
Stephanie Rostron, Creative Lead, UNiDAYS 
12:15
Creating Automated Customer Journeys - Bart Nijhoff, CRM Manager, Global Commerce, Heineken International
Developing Customer Experiences Throughout the Customer Lifecycle - Maaike van Prooijen, Event & Community marketer, Tacx
Creating Content Without Selling - Beata Linz, Email, Digital & Brand Marketing Consultant, Formerly Nike, currently Beata Linz Consultancy
Using Design to Create Customer Experiences - Stephanie Rostron, Creative Lead, UNiDAYS
13:00
Buffet served in downstairs meeting room - Marbella & Bogatell
13:10
Catamaran tour
Camp Nou - FC Barcelona Stadium Tour
Downstairs in meeting room - Marbella & Bogatell
At the Syrah Mediterrani Restaurant at the Pullman Hotel
At the Syrah Mediterrani Restaurant at the Pullman Hotel

Tuesday, June 26

Day 2: Using New Technologies to Improve Email Results
07:30
Breakfast at Hotel Restaurant
08:00
Downstairs meeting room - Marbella & Bogatell
08:15
09:00
GDPR went into effect last month and brands have been adopting new strategies in order to remain compliant. In his presentation, Ulf Tiedemann, head of marketing at Thorpe Park Resort, will explore how major companies have approach the change in the law, the major hurdles since the May 25th deadline and he will share ideas on how you can increase data acquisition even with GDPR in place.
Keynote
Ulf Tiedemann, Head of Marketing, Thorpe Park Resort 
09:30

Marketers have been moving beyond using data to react to consumer behavior in emails and are often adopting predictive techniques in order to encourage actions. In this panel, email experts will discuss how marketers are using data and AI to be bolder in making determinations for the best offers and actions in order to drive profitability.

Moderator
Gianfranco Cuzziol, Director CRM and Data, Intermarketing Agency 
Panelist
Chris Pook, VP Customer Retention, Lyst 
10:00
Coffee Break
10:15

If you ask 10 marketers the definition about marketing automation, you might get 10 different answers. In this panel, email experts will attempt to define marketing automation, and share examples and best practices associated with this new tactic.

Moderator
Michael Straathof, Marketing Automation Consultant, 100% Email 
PanelistS
Adam Purslow, IT Director, Individual Restaurants 
Steef Velders, Manager, CRM, Leaseplan 
11:00

In this panel, email marketers will share how they are using demographic, profile and transactional data along with contextual marketing and behavioral data to deliver more personalized experiences to consumers.

Moderator
Kath Pay, CEO & Founder, Holistic Email Marketing 
PanelistS
Mark Kruisman, Digital Marketing Specialist, Centraal Beheer 
Adeola Sole, CRM Manager, FitFlop 
11:45
Personalization is the Holy Grail for brands looking to improve the customer experience online. Swisscom's marketing mission has been to deliver personalized experiences by blending a rules-driven approach along with fully automated AI-driven email and SMS offers. In his presentation, Thomas Mueller, manager, digital campaigning & development at Swisscom, will explore how the company is creating more personalized and targeted content using everything from AB testing to AI.
Presenter
Thomas Mueller, Manager, Digital Campaigning & Development, Swisscom 
12:15
GDPRUlf Tiedemann, Head of Marketing, Thorpe Park Resort
Predictive Emails led by Dave Holland, EMEA / APAC Director, Liveclicker
Personalizing Emails - Thomas Mueller, Manager, Digital Campaigning & Development, Swisscom
Exploring Marketing Automation - Michael Straathof, Marketing Automation Consultant, 100% Email
13:00
Buffet served in downstairs meeting room - Marbella & Bogatell
Gothic Quarter Tour
Stand-Up Paddle Boarding
At Restaurant Carpe Diem Lounge Club
At Restaurant Carpe Diem Lounge Club

Wednesday, June 27

Day 3: Teamwork: Building Email Programs Within the Organization
08:00
Breakfast at Hotel Restaurant
09:00
Virgin Holidays wanted to improve its communications with customers and to do so they looked within to their marketing department. In this presentation, we'll hear how the company used a culture of mutual trust to support their digital transformation. The presentation will reveal how the brand consolidated data from CRM, online, retail and other sources to create a culture of internal collaboration and transform the customer experience.
Keynote
Saul Lopes, Customer Lifecycle Lead, Virgin Holidays 
09:30

Email is a core tool in every brand’s overall marketing program, but email roles vary a lot by company. In this panel, email experts will share how email fits into their marketing department and how they operate within the larger organization whether there is just a single email person or a whole team of email marketers.

Moderator
Dianna Dilworth, EIS EU Program Director, MediaPost 
PanelistS
Alisa Bal, Head of Multi-Channel Marketing, Bank of the West 
Stephanie Rostron, Creative Lead, UNiDAYS 
10:15

While organic search helps Studio Canal grow their social reach, the company needed to make sure their audience was getting the message. Email newsletters play a key role in the film distribution industry, so the firm decided to get into email. In this presentation, Jamie McHale, Senior Digital Marketing Manager at Studio Canal, will reveal how the company created a newsletter program from scratch and what they have learned so far.

Presenter
Jamie McHale, Senior Digital Marketing Manager, STUDIOCANAL UK 
10:45
Building Unified Customer Experiences - Saul Lopes, Customer Lifecycle Lead, Virgin Holidays
Overcoming Marketing Silos - Kath Pay, CEO & Founder, Holistic Email Marketing
Building an Email Program from Scratch - Jamie McHale, Senior Digital Marketing Manager, STUDIOCANAL UK
11:15
Conference Concludes