2019 ANA Email Evolution Conference Presented by Upland Adestra

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EMAIL AROUND THE WORLD: FROM GDPR TO CASL – A GLOBAL COMPLIANCE BOOTCAMP

Track: Workshop

Do you know the key global email and data protection regulations across the world? Join this Bootcamp to get up to speed. You’ll learn the key requirements from Europe to Canada to Asia, and how to navigate and comply with the multitude of international anti-spam and data protection laws and regulations.

Dennis Dayman (@ddayman)

Chief Privacy and Security Officer Return Path

SEGMENTATION, AUTOMATION & PERSONALIZATION: PRACTICAL WAYS TO USE THEM TO BOOST RESPONSE

Track: Workshop

Automation, segmentation and personalization are buzzwords – but they are also the keys to improving your email marketing ROI in 2019 and beyond!

This is not your usual ‘best practices’ workshop – the interactive exercises, examples, case studies and A/B split test results will provide practical ideas to inspire you, as well as giving you a long term goal as well as short term steps you can take to work toward reaching it.

We’ll walk through how to develop and start building an automated email program to shepherd your email subscribers through the customer lifecycle, from prospect to loyal, multi-purchase customer.
You’ll leave with a blueprint to begin reimagining your own email program to recognize greater ongoing ROI without huge investments in staff resources. Join us!

Jeanne Jennings (@jeajen)

Founder and Chief Strategist Email Optimization Shop

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DELIVERABILITY BOOTCAMP: FROM BASICS TO ADVANCED TACTICS

Track: Workshop

In this training session, you'll learn the basics of email deliverability, beginning with where to start when diagnosing an issue and what to do when the going gets tough. Discussions will cover a wide variety of topics, including data collection practices, IP configurations, feedback loops, authentication, and how to deal with common delivery issues. Instructors will also cover the history of spam, provide a deeper understanding of the current email ecosphere, and offer an understanding of potential problem indicators and how to diagnose it early. The goals of this session are to help marketers have better and more informed conversations with IT teams and email vendors, understand the common terms and definitions to help facilitate these conversations, manage up when dealing with complex issues, and to help provide clarity on many of the processes or responses received during a delivery crisis to help shorten the resolution timeline.

Matthew Vernhout (@emailkarma)

Director, Privacy 250ok

THE PSYCHOLOGY OF EMAIL RESPONSE: HOW TO STRATEGIZE, DESIGN & DEPLOY MESSAGES THAT ENGAGE & DELIVER!

Track: Workshop

Email marketing is often quantified by hard metrics, yet success is largely driven by less quantifiable elements. In this workshop, we’ll explore, from the strategic to the tactical, how psychology can be leveraged to maximize subscriber engagement and response, plus explain the right mindset for measuring whether your efforts are actually producing desired results and understanding why they are.

In this mind-expanding session, we’ll unpack the psychological fundamentals behind human engagement, consideration and decision making processes, then translate them into specific email design, copy, CTA and operations tactics you can immediately apply for performance-boosting gains.

After a bevy of examples, we’ll wrap with a lively panel discussion and interactive Q&A among our expert presenters. Don't miss this awesome, timely subject matter and novel workshop format!

Karen Talavera (@SyncMarketing)

President Synchronicity Marketing

Learn fun and interesting facts about your fellow attendees! In this energetic and fun activity, you’ll have a chance to meet EVERYONE at the conference. Bring your business cards and fun stories about yourself. This is a perfect way to start the conference!

Hosted by:

Alyssa Nahatis

Co-Chair EEC Planning Committee & Director, Deliverability & Global Service Adobe

Mingle with your colleagues at the Kick-off Cocktail Reception where you can grab refreshing drinks and appetizers and view the wonderful harbor of Savannah!  Great opportunity to network and relax with your fellow attendees!

Join Movable Ink for a delicious hot buffet breakfast and hear from Liz Tashik, Account Director, Movable Ink and Stefanie Fertitta, Manager, Fan Engagement and Marketing, National Basketball Association (NBA) as they discuss the many ways NBA used Movable Ink's Visual Experience Platform to enhance their email program. Showcasing examples of API automation, dynamic segmentation and creative personalization, the Fan Engagement Team has been able to realize double digit lifts in engagement, sales and retention.

Liz Tashik

Account Director Movable Ink

Senny Boone (@SennyB)

Senior Vice President, Nonprofit Federation, EEC and Accountability ANA

Struggling to find the ideal email contact cadence at the customer level? We'll discuss how to make a strong positive impact to your email marketing program not by sending more email, but sending the right cadence of email to your customer base. Even though unsubscribe rates may not reflect it, having the wrong or a one-size-fits-all approach to cadence may be causing more customer attrition than you realize. Our approach includes defining a  data-informed customer contact strategy, and then using technology to automate that strategy within your email platform. Learn how this framework bolstered customer engagement for a luxury retail brand, and how it can work for you.

Julie Marques

Marketing Consultant RRD Marketing Solutions

BRINGING YOUR WORK TO LIFE DO WHAT YOU LOVE, AND LOVE WHAT YOU DO

Why does it seem harder than ever to craft a job that is truly fulfilling? With shifting labor practices, constant stress, and more choices than ever, finding a job that's satisfactory is hard enough — and finding one that's fulfilling can seem near impossible. In this fun, engaging talk, NYU clinical instructor Dan Lerner presents a complex journey in simple, tangible, and enjoyable terms. Integrating the psychologies of happiness and performance to help audiences move beyond clichés and take action, Lerner shows that loving our work and working at what we love is achievable. Weaving together science and stories drawn from his coaching clients — high-level athletes, musicians, and corporate executives — to people who have already realized everyday excellence, Lerner gives audiences the tools required to define success, create a strategy toward meaningful work, and make the most of the opportunities to be our very best (and most fulfilled) in the workplace and beyond.

Daniel Lerner

Positive Psychologist | Instructor of NYU’s “The Science Of Happiness”

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WAKING UP SLEEPY SUBSCRIBERS: A RE-ENGAGEMENT CASE STUDY FROM DELL

Track: Art & Science (Sponsored by MAPP)

Inactive email segments often leave brands with two choices: remove contacts or find a way to drive re-engagement. When Dell EMC discovered 70 percent of its marketable B2B contacts were inactive the IT services company implemented a tailored strategy to either re-engage their inactive audience or simply and boldly let them go. In this session, attendees will learn how Dell EMC identified trends of their inactive segments to implement a data-driven multichannel content and contact strategy. Find out how Dell woke up sleepy subscribers to drive business growth via alternative tactics, cadence and messaging.

Lauren Gentile (@gentilelauren)

Vice President, Executive Creative Director Epsilon

MAKING SHOPPING EASY IN E-COMMERCE

Track: Segment of One (Sponsored by Stride Software)

At Wish there's a consistent “heartbeat buzz” as we continue to drive our mission to connect millions of merchants & consumers globally. There’s always a hypothesis for the bits & bobs around research, planning, strategy, compliance... we even dig into data & metrics, which we LOVE to do!

From a brand marketer’s view we will discuss email-centric takeaways around compliance, campaign strategy, reputation, engagement, geolocation logistics, and more! We will also peek into how to maintain & balance the discussion topics too!

Udeme Ukutt (@uukutt)

Postmaster Wish

HOW TECHNOLOGY & CUSTOMER-CENTRICITY SAVED OUR EMAIL CHANNEL

Track: Tales from the Trenches (Sponsored by GetResponse)

Learn how this 100-year old, global enterprise turned around the performance of the email channel by being able to more finely target and personalize our vehicles, while also realizing greater operational efficiencies. By introducing new processes, platforms and integrating our Personalization Decision Engine, we are now able to send customers the right messages on the right days, and provide 1:1 targeting within vehicles at an individual offer level. The result? Lower send volumes but greater revenue returns.

Holly Moreland

Director, Personalization Hilton

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HOT OR NOT? A LIVE CRITIQUE OF EMAIL CAPTURE FORMS

Track: Art & Science (Sponsored by MAPP)

BACK BY POPULAR DEMAND! Trying to grow your email list? No matter what you are doing to get the attention of your prospects, in the end it all comes down to your email address capture form... is it performing as well as it could? Volunteer your form to our panel of experts for critique. We’ll talk through best practices, target metrics, error messages, confirmation pages, and more! All attendees will leave with great takeaways to immediately improve the quantity and quality of email addresses they are capturing.

Kath Pay (@kathpay)

Chief Executive Officer and Owner Holistic Email

HITTING A HIGH NOTE: HOW BERKLEE ONLINE ‘FINE-TUNED’ THEIR STRATEGY USING BEHAVIORAL SCIENCE SECRETS

Track: Segment of One (Sponsored by Stride Software)

Can a good email campaign become a great email campaign? Yes! And here's proof. Berklee Online is the world's largest online music university, an undisputed leader in online education. There is no question that they are doing things right. But they asked the question every company and organization asks today: Can we be even more effective? And the answer both surprised and delighted them.

Find out how Berklee Online increased the effectiveness of their acquisition strategy by tapping into the secrets of behavioral science, using what social scientists have found about the automatic ways people make decisions in order to increase their open, read and click-through rates. See how this online education powerhouse optimized their outreach by tapping into the surprisingly effective secrets of behavioral science to increase enrollment numbers.

Nancy Harhut (@nharhut)

Chief Creative Officer HBT Marketing

MARKETING AUTOMATION FROM THE TRENCHES

Track: Tales from the Trenches (Sponsored by GetResponse)

Digital transformation is never easy. But, it is possible, and in her session, Nadia Milani takes us through some of the most important things she learned launching marketing automation at Grand & Toy. Her talk captures all the moving parts from securing internal buy-in, selecting an implementation partner, to building the right team to execute. Launching automation successfully is both an art & science, and finding the perfect balance is paramount.

Nadia Milani (@FreskiwMilani)

Manager, Digital Marketing Grand & Toy

At this celebratory lunch, we bring together the best and brightest leaders in our field and honor their creativity, innovation and excellence in email marketing. Meet the 2019 EEC winners of Program Awards, Stefan Pollard Award Recipient, and the Email Marketer Thought Leader of the Year.

THE EMAIL INDUSTRY'S BEST QUESTIONS

Test your email knowledge during this interactive quiz with trivia questions from the email industry’s leading experts. Everyone who participates will be entered into a drawing to win a $50 gift card during lunch. But the game doesn’t end there! Keep playing throughout the EEC conference to be entered into the grand prize drawing on Friday at 10:00 am.

Skip O'Neill

Director Upland Adestra

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EMAIL DESIGN TRENDS AND ACTIONABLE INSIGHTS

Track: Art & Science (Sponsored by MAPP)

Video in email, dynamic content, interactive email! Can we get them implemented for next week’s campaign? This panel of seasoned email developers and designers will go over the latest design techniques and tricks in their toolset as well the challenges and opportunities adopting the latest email innovations. Learn how email developers adapt to the changing email landscape, stay on top of the latest trends as a freelancer and manage the email work flows for companies like Litmus, and Zillow.

Justin Khoo (@freshinbox)

Founder Campaign Workhub

HOW A DIRECT MAIL HOUSE DIVES INTO MARKETING AUTOMATION WITH A 58% INCREASE IN LEADS

Track: Segment of One (Sponsored by Stride Software)

Unlike B2C marketing, B2B companies have the challenge with smaller list sizes and longer conversion times. Every touch must be relevant and resonate with the prospect. Rarely is there the impulse buy or online purchase, so education around a company’s product or service can be arduous. To solve this challenge, many companies implement lead nurture (drip campaigns) and onboarding programs to get their message across when prospects show interest.

Enter mailing.com, a phenomenal direct mail house based in Arizona. They’ve depended on direct mail to do their work in acquisition for leads and they’ve recently turned to digital messaging. But where to start? There are so many things to do in email and digital how do you pick the right thing? The answer is they focused on the core expectations of the prospect and met that with their long history & USP’s to put together an incredible set of programs!

In this session, explore how mailing.com chose to implement an onboarding program as well as a lead nurture program for their business and how they focused on intent-based messaging for the prospect!

Ryan Phelan (@ryanpphelan)

Consultant Origin Email

TRUTH REVEALED: SORT THROUGH THE MYTHS AND LEGENDS ABOUT EMAIL DELIVERABILITY

Track: Tales from the Trenches (Sponsored by GetResponse) 

Urban legends and myths are endless about deliverability and they leave you wondering what’s most important to your email program and what do ISPs really care about? Fact is that ISPs do not hate you, but are more focused on the real problems of phishing and other security issues that affect their client inboxes. ISPs are listening to their clients and watching their engagement rates more today than ever before. For today’s email marketer the myth of getting to the inbox being “good enough” is busted. The new parable of having your email engaged with is the truth today.  

Join the postmaster from Verizon Media Lili Crowley as well as email and deliverability professionals from Sailthru, Marketo, SendGrid and dotmailer who will shine a light on the legends and the myths and help you learn the real rules of the road to optimize for inbox deliverability. This session is recommended for email marketers looking to develop strategies rooted in fact!

Brooke Hamilton

Senior Deliverability Manager Sailthru

OPEN RATES & DELIVERABILITY: THE 'WHO' MATTERS

Danny Williams

Vice President, Growth Marketing Valimail

ARTIFICIAL INTELLIGENCE (AI) AND MARKETING - CURRENT TRENDS AND BEYOND

The next wave of marketing will be powered by machine learning and artificial intelligence (AI), but marketers should embrace and not fear this technology. In fact, AI is likely already embedded in tools you currently use and helping to make you a smarter.

Loren McDonald (@LorenMcDonald)

Program Director, Marketing Research IBM Watson Marketing

Please join us for cocktails, entertainment and fun in the Harborside Ballroom sponsored by Upland Adestra. Come and enjoy great food, live music and time with your fellow email marketers and industry experts. And don’t forget to stop by the interactive photo booth where you can strike a pose and share your EEC memories with #EEC2019! This will be an opportunity to relax and enjoy the great atmosphere while networking with attendees and colleagues.

Please join us for a hot breakfast where you’ll hear from Tim Dillon, VP of Sales of eDataSource. He’ll be sharing valuable insights on how eDataSource was able to create an email deliverability strategy for HP which enabled them to achieve triple digit percentage lifts in mailing volume and the ability to drastically reach more people in their target.

Tim Dillon

Vice President, Sales and Marketing eDataSource

KEY DATA PRIVACY CHALLENGES FOR EMAIL AND DIGITAL MARKETING – CANADA, USA AND EU UPDATES

A Canadian, European and Californian were at a bar and... next thing you know, they were talking about data privacy! Ok — we wanted to get your attention. This 30-minute session will cover the essential facts and key compliance considerations for data privacy in three important regions — the EU due to the GDPR, California due to the new California Consumer Privacy Act and Canada’s CASL. In a 30-minute review learn how to navigate in each region as a digital and email marketing professional. As data privacy collides with the need to provide consumers with the right marketing at the right time, new data restrictions provide key challenges to your campaign efforts. This session provides practical advice and tips on how to navigate, as well as a Q&A session.

Senny Boone (@SennyB)

Senior Vice President, Nonprofit Federation, EEC and Accountability ANA

LIGHTNING ROUND

Do you want to know the latest trends in the email space? Do you have new data that will directly affect how an organization’s email marketing strategy? Or is your company facing new challenges that need new solutions? Come participate in this open forum where you will get input and discuss topics with the leading experts and thought leaders in email industry gathered at the conference. This data blitz will grab your attention, get you engaged in the discussion and convey key information on today’s email marketing climate.

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WHEN IS 1,000 NEW EMAIL SUBSCRIBERS NOT REALLY 1,000?

Track: Art & Science (Sponsored by MAPP)

When is 1,000 new email subscribers not really 1,000? When you’re collecting typo, junk, and disposable addresses!
Bad email addresses cost your company money and expose you to unnecessary risk. But avoiding them isn't so easy. In fact, maintaining a quality email list is more difficult than ever before and the risk of not doing so has never been greater.
Join us for an in-depth look at how top brands and ESPs have overcome email data quality roadblocks and in turn propelled their email marketing programs to the next level.

Janet Roberts (@evansmom)

Owner Content by Janet Roberts

JUSTFAB'S ABSOLUTELY FAB APPROACH TO EMAIL PERSONALIZATION

Track: Segment of One (Sponsored by Stride Software)

For two years in a row, JustFab has ranked in the top 10 of the Retail Personalization Index, and in 2018 the brand was one of four retailers to receive a perfect score for the email category in the Index. JustFab is apart of the TechStyle Fashion Group, with sister brands ShoeDazzle, Fabletics, FabKids, and Savage X Fenty. The brand has more than 2 million members and nearly 8 million social media followers. What sets JustFab apart fis its advanced approach to personalization, which relies on omnichannel data sets and more than 100 variables, resulting in an email and multichannel experience that is unique for every one of JustFab's leads and members. In this session, Monica Deretich, VP of Marketing & CRM, will showcase tests the brand has run in 2018 to further personalize the email experience and increase email revenue for the brand, including 11 percent increase in revenue from email from top customers, 57 percent increase in RPM for cart abandonment during the holiday season, and a 56 percent increase in RPM for cart abandonment year round. Key tactics explored include personalizing flash sales, cart abandonment, holiday email campaigns, non-buyer personalization, known-buyer/VIP personalization, and subject line personalization.

Cassie Lancellotti-Young (@dukecass)

Chief Commercial Officer Sailthru

GETTING EXECUTIVE BUY-IN ON EMAIL BEST PRACTICES

Track: Tales from the Trenches (Sponsored by GetResponse)

"Blast the whole list!", they say. "This promo is too good to miss! Everyone will want to know about it." It's a story many email marketers know too well: executives push us to set aside email best practices to make a quick buck off our subscribers. There's a better way. In this session, I'll highlight a few tactics that email marketers can use to convince stakeholders that good email is good business. We'll take a look at the revenue of targeted emails vs batch and blasts, the cost of an unsubscribe, and the LTV gains from building healthy subscriber relationships.

Kait Creamer (@kaitcreamer)

Manager, Email Marketing Scaled Agile, Inc.

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AUTOMATION IN ACTION. HOW CINEPLEX IS USING AUTOMATION TO INCREASE CONVERSIONS AND GENERATE MILLIONS

Track: Art & Science (Sponsored by MAPP)

Cineplex Entertainment is Canada’s largest movie exhibitor, welcoming more than 70 million guests annually to its 164 theatres. In recent years, however, theatre attendance has been threatened by two forces: the rise of streaming services like Netflix, which keep people glued to their small screens, and the variability in quality of blockbusters coming out of Hollywood. Crazy Rich Asians was great for business, but Baywatch? Tumbleweeds.

As part of a larger business diversification strategy, Cineplex is reducing its dependence on the movies themselves and focusing instead on an exceptional entertainment experience. This opens up opportunities for both new ways to engage guests, and enhanced revenue streams outside of the box office.

In this session, you’ll learn how Cineplex has been implementing simple 1:1 automations that are generating returns over 3,000%, putting more bums in seats and driving millions in incremental food revenue. We’ll show you how we identified programs that could be automated, learned how to get to the data we needed to power those automations and how we overcame the common obstacles many businesses face when implementing new solutions.

Jeff Moores

Vice President, Client Services Conversion

TRIGGERS AND EVENTS: HOW TO DO MORE WITH EMAIL THAN JUST SEND EMAIL

Track: Segment of One (Sponsored by Stride Software)

Your customers live in a vibrant, connected world. Marketing has a phenomenal potential to create coordinated omnichannel experience for our customers, but sometimes these get constrained within a single channel. Learn how some of the world's largest health care organizations, including Healthgrades, are using email automation to reach outside the inbox and to coordinate campaigns across digital and physical channels.

Rachel Cruz (@Rachelmcruz)

Director, Marketing Automation Healthgrades

REINVENTING LUXURY -- BALANCING BRAND AND TECHNOLOGY TO SCALE THE WHITE GLOVE APPROACH

Track: Tales from the Trenches (Sponsored by GetResponse)

Luxury brands have long been the gold standard for customer service; these are businesses that have to know their top customers and treat them with true white glove service to build and maintain relationships. But many of these brands have failed to replicate the 1-to-1 relationships built between store associates and customers in an increasingly digital world. Over the past five years, luxury brands have outpaced the global market in e-commerce growth and forecasts show that e-commerce will make up 19 percent of the luxury market by 2025, making it imperative for these brands to innovate. In this session, Randi Gladstone, the Director of Global Email Marketing at Tory Burch will present how this global luxury enterprise is balancing traditional brand management and merchandising with modern personalization and marketing automation in email to redefine the luxury approach and set a new standard for email and digital marketing in this retail vertical.

Randi Gladstone

Director, Global Email Marketing Tory Burch