Just as one goes to the dentist for regular check-ups, so should a brand have a routine maintenance schedule. And on Wednesday, three panelists shared ideas for ensuring CRM and other pillars are operating at peak performance. Amanda Scarnechia, Manager, CRM and Consumer Data, The Scotts Miracle-Gro Company, noted that most co-workers don't understand what it takes on the back end to make the email machine work. And, while leadership may think it fine to email to every address it has on file, she counsels, "Don't be afraid to cut the list. It's okay to …

Talk about rock bottom! And such a nice brand, too. Amanda Scarnechia, manager of CRM and consumer data at Scott's Miracle-Gro Company, told Wednesday's Email Marketing Insider Summit how the company got blacklisted from sending email and about the long climb back to respectability. In 2017, the brand switched CRM platforms. The new one took a year to pull data into its platform and when it was done, Scarnechia was new to the company. She saw that there were a million floating consumers who were not in the new CRM system but was assured …

Our last day of Email Insider Summit began with a slew of internal case studies from GasBuddy, with Kristen Healy, senior manager of CRM, outlining challenges, executions, results and takeaways for several aspects of the brand's messaging channels. For background, just in the last year, GasBuddy began offering free gas through its app as well as a Pay with GasBuddy card. Healy said these "monetary incentives [are] a sticky way to get [users] back in the app." To make an offer personal, GasBuddy offers its paid membership 20 cents off per gallon as well …

When your business is selling subscription contacts, you face a set of unique challenges, one of which is called a "stretcher." That's someone who orders a year's supply of contacts but uses them for a longer period of time than recommended so that when you know it's time for them to resubscribe, you meet up with ... reluctance ("I still have a couple of boxes!") That is what keeps Scott Cohen, CRM Marketing Manager, 1800-Contacts, (second from left) up at night. He was part of a panel discussion Tuesday on content strategy at our Email …

Lexi Sigesmund, Senior Manager, Digital and Content Strategy, Chobani, blew 'em away on Tuesday at our Email Insider Summit. But, hey, with results that include open rates at more than 200% above benchmark, are you surprised? It all began, she said, when the brand wanted to launch a new product last year called Chobani Gimmies with 13 SKUs. The challenge was to increase awareness and get a qualified audience within its existing community to extend its reach. What it came up with after two to three months was a first-ever, 14-day swag drop with custom, …

Meet Mary. She's 38 and a Midwestern mom of three. She is a protection specialist, an inspirational guide, a transparent navigator, and a humble coach who proactively plans and manages. She values and understands the importance of hard work. Okay ... but who is she? She lives in a chat box within American Family Insurance's online presence and she's the "person" you want when you have a concern.  It's working for AmFam, Bethany Harrington, associate VP, marketing engagement, told our Email Insider Summit on Tuesday. "Sixty-four percent of all intents are taken by Mary," she …

With CCPA looming largely, Mattel's Neil Gogate has a hate/love relationship with his legal team. "I hate that 95% of the time they're right. And I love that they're always willing to help me figure out how to achieve what we need to do." Gogate spoke Tuesday at our Email Insider Summit on a panel dedicated to data vetting starting in 2020. The senior manager of CRM and acquisition marketing said there is a lot of conversation around what CCPA means for the rest of the country. Eventually, it could go either way." Kristie Doak, …

Everyone on the ever-popular "how I screwed up an email" panel had an oops moment to share.

Here's something you don't hear about every day -- a hotel with artwork spread throughout. But, wait, there's more. It also has an app that you can use to view the art. And that's not all!

Madison Square Garden's Tom Dinneny says the company can pivot more quickly and cleanly with email.