• by Barbie Romero , Yesterday

At our Email Insider Summit in Deer Valley, leaders from New York & Company, Sonos, Wendy's, Bose, California Closets on CRM-driven ROI, onboarding as a first impression, testing, measurement, and uncovering incremental lift.

Catch the best moments from the on-stage discussions below.

Watch the full session recordings here!

Laura Cantor, VP, Marketing at New York & Company, explained that when the brand turned off paid media, they discovered customers acquired through CRM delivered a higher ROI than those acquired through paid advertising.

Rachel Dudley, Senior Director, Global Lifecycle Marketing at Sonos, emphasized that onboarding is a critical first impression, especially since many customers never reach out to customer service during setup.

Lindsey Spillman, Senior CRM Specialist at Wendy's, emphasized the importance of having an actionable measurement plan and working in close integration with data and analytics teams to drive better testing. 

Harrison McConnell, Associate Director, CRM Audience & Martech Activation at Bose, discussed how the team prioritizes what to test and is becoming more nimble by intentionally creating space for others to articulate why specific tests are needed.

Ana Warner, Senior Director of Relationship Marketing at California Closets, shared how her team is focused on uncovering incremental lift while gaining deeper insight into how their partners are influencing the full funnel customer journey. 

If you’re interested in submitting content for future editions, please reach out to our Managing Editor, Barbie Romero at Barbie@MediaPost.com.