2020 Email Evolution Conference: A Virtual Immersion

Host: Matthew Vernhout (@Emailkarma)

Director, Privacy & Industry Relations Validity

ARE YOUR EMAILS READY TO BE AMPED UP?

In an effort to boost mobile webpage load times, Google launched the AMP Project in 2015, an open-source framework.  Today, a subset of AMP components can be leveraged in email to provide more dynamic, engaging experiences for your email subscribers.  In this session, we will explore use cases and examples, how to get started, considerations, and best practices.

Tim Thies (@rrdonnelley)

Senior Business Development Manager RRD

OPENING KEYNOTE: STATE OF EMAIL MARKETING

In normal times, the state of email marketing is dynamic, with trends, technologies, and tactics constantly evolving.  In these challenging times, it's even more critical to stay up-to-date with new developments, especially those that can help marketers to adapt to changing subscriber behaviors and consumer preferences.  Keep up with the times and learn what  your organization needs to know to survive and thrive.

Justine Jordan (@meladorri)

Head, Marketing Wildbit

HOW DOLLYWOOD (AND HFE) TURNED 1:1 TACTICS INTO MUST-HAVES

Herschend Family Entertainment™ (HFE) is the largest family-owned themed attractions corporation in the U.S. with a focus of bringing families closer together by Creating Memories Worth Repeating® to over 14 million people annually. HFE operates & manages Tennessee's Dollywood, Dollywood's Splash Country, and Dollywood’s DreamMore Resort & Spa along with 15 other theme parks, water parks, aquariums, dinner shows, resorts, and live entertainment such as Silver Dollar City, Stone Mountain Park, and The Original Harlem Globetrotters to name a few. Matt Berry of HFE is responsible for promoting events & campaigns through digital channels including email and mobile. With so much going on at Dollywood and elsewhere, it takes a strong commitment to personalization to make sure people come to visit. Basic personalization is now table stakes for marketers, but few of us do personalization and active engagement at the level Matt does. At HFE, Matt has truly integrated advanced personalization and active engagement tactics like hyper-local weather forecasts, countdown timers, and live video in email into the overall marketing program, redefining these tactics as must-haves to support HFE messages and goals and set new benchmarks for results moving forward. Matt will speak to the strategy behind building personalization into his whole marketing program over time, and the results he drives with this strategy.

Matt Berry

Digital Marketing Manager Herschend Family Entertainment

MASLOW'S HIERARCHY OF NEEDS: EMAIL EDITION

Marketing academics often reference Abraham Maslow's famous Hierarchy of Needs, which is based on his 1943 paper “A Theory of Motivation,” originally published in Psychological Review. In it, Maslow shared his theory of human psychological growth in humans, called the “hierarchy of needs.” He says that to move up in the hierarchy of psychological development, one must have more basic needs met before progressing to the next level in the hierarchy, which is illustrated by a pyramid diagram. Given the personal nature of email, this concept can help exemplify the needs of subscribers.

In this presentation, Charma Parker of Home Depot and April Mullen of SparkPost, will guide you on how email marketers can impact the needs of subscribers by leveraging Maslow's hierarchy as a framework. We'll cover everything up the pyramid from deliverability, privacy, personalization, loyalty and innovations.

Charma Parker

CRM Strategy Manager Home Depot

EMAIL MARKETING INNOVATION: HOW TO LEVEL UP AND STAND OUT

In a dynamic environment, revamping traditional email marketing is more important and more difficult than ever. Changing up email copy and using personalized subject lines just won’t cut it anymore, and incessantly sending emails whether people click on them or not is down-right inconsiderate. It's time to reimagine email and engage with your audience in a way you never have before — with trigger campaigns based on engagement.

Join Hayley Ferrante for her presentation on, Email Marketing Innovation: How to Level Up and Stand Out, where she will dive into how you can level up your email game and pivot your strategy as needed.

You'll learn:

• How traditional engagement programs still work, but only to an extent
• Why token personalization is important, but not advanced enough
• How to listen to your audience and pivot as their engagement changes

Hayley Ferrante

Marketing Manager, New Business Demand Generation Marketo, an Adobe Company

SEND GREAT EMAIL: HOW TO TRULY COMMUNICATE, CAPTIVATE AND CONNECT WITH EVERY SUBSCRIBER

To say that inboxes are overcrowded is an understatement. Do your emails stand out in today's crowded inboxes? Are you getting the most out of every email campaign? There are many factors that can affect the performance of an email campaign from inbox placement to design and accessibility. In this session, we'll take a deep dive into several key areas that will increase your email marketing effectiveness. Attendees will enjoy a highly interactive session in which the presenters will lead you on a journey from campaign inception to deployment.

Participants will have the following immediate key actionable takeaways to immediately implement in their next campaign:

- Best practices on how to avoid the Spam folder

- Optimize the Subject line and Preheader text to encourage a subscriber to open your email

- Content methodologies to tap into your customers subconscious thinking to encourage the intended response or outcome

- Understand the implications of not designing your campaigns with accessibility in-mind.

- Designing for Dark Mode and impacts on accessibility.

John Thies (@johnethies)

Chief Executive Officer and Co-Founder Email on Acid

DATA PRIVACY VS. CUSTOMER EXPERIENCE: CAN MARKETERS FIND THE RIGHT BALANCE?

Customers want convenience and relevance, but those benefits come at a cost of giving up some of their personal information and trusting companies with it. In light of recent high-profile data breaches and new regulations, consumers are also more concerned about who has their personal information and what they’re doing with it. We’ll discuss what marketers are doing to strike the right balance between rising consumer expectations when it comes to relevance and personalization while also being good stewards of their personal information.

Syleah Allen (@SaasSyleah)

Enterprise Account Executive MessageGears

Host: Matthew Vernhout (@Emailkarma)

Director, Privacy & Industry Relations Validity

TOP 5 COUNTDOWN: BIGGEST POLICY CHALLENGES FOR EMAIL MARKETERS

Join Senny Boone, ANA SVP for the Email Experience Council as she counts down the top 5 public policy threats and challenges to email marketers in the coming year. From the COVID-19 pandemic impact on privacy reforms to new challenges in California, hear the latest in 15 minutes. We hope you listen, review and share with those in your organization that can take action and need to know. EEC strives to provide a responsible balance between privacy rights of individuals and responsive email marketing brands and agencies. Policy challenges loom that you need to be aware of - join us!

Senny Boone

Senior Vice President, Nonprofit Federation, EEC & Accountability ANA

OPENING KEYNOTE: BUILDING BRAND PURPOSE: HOW INCLUSION & HAPPINESS ARE GOOD FOR BUSINESS

Co-Founders of John's Crazy Socks and father-son dynamic-duo, Mark and John Lee Cronin, will take you on a journey of how they built a multi-million dollar business while spreading happiness and shattering stereotypes about people with differing abilities.  John may have Down syndrome, but you will hear how that never holds him back. You'll be inspired about how they built their social enterprise, where their business and social missions feed off each other.  You will learn how hiring people with differing abilities and giving back to the community make for a better place to work and a better business.  Audiences across Canada and the U.S. have been moved by this inspirational story of overcoming challenges, love and social entrepreneurism.

John Lee Cronin (@JohnsCrazySocks)

Co-Founder John's Crazy Socks

B2B SHOPPING CART RECOVERY – HOW TO RETARGET YOUR LOYAL CUSTOMERS WITHOUT ANNOYING THEM

Retargeting consumers with cart abandonment email campaigns has been the norm for a while and it is almost being expected. However, when it comes to B2B, the practice has fallen short and even produced contradictory results. Coupling that with today’s crisis situation where customer expectations have changed indefinitely. Do you really want to risk annoying your solid long-term relationships that you have spent so much effort building, with a meager quick-return activity like abandoned cart email? The answer to this is not to disregard abandoned cart campaigns for B2B customers, but to reimagine and realign them with their expectations so that you can provide value and further your relationship-building activities.
Ferguson Enterprises, the largest wholesale plumbing distributor in the U.S., did exactly that by creating a customized campaign with personalized content that resonated with its customer base and was able to bring high revenue results. By accounting for the customers’ purchase behavior, developing main segments groups and implementing a promotional campaign that enhanced the transactional experience; the Ferguson email team was able to add value and in turn increase campaign performance for an annual return of $520 million.

Villy Lammie

Email Marketing Automation Strategist Ferguson

DELIVERABILITY UNLEASHED, AMA

Email marketing is no longer about just hitting the send button. It’s about getting your message to consumers at the right time and in the right place all while staying out of the spam folder. To complicate this effort, mailbox providers are changing the rules, adding additional forms of authentication, some even requiring payment. How can you expect to keep up? We’ve got you covered with our expert panel of deliverability experts in our annual “Ask Me Anything” session.

Tamara Bond

Delivery Operations Manager dotdigital

HOW REVZILLA DITCHED BATCH-AND-BLAST TO FOCUS ON CUSTOMER LIFECYCLE

This year, having a successful holiday season is more important than ever. RevZilla will detail how triggered email has grown to now account for 40% of total email revenue and how to augment your program with advanced behavioral and personalized triggered messaging.

Andrew Lim

Senior Manager, Email and Personalization RevZilla

TRANSACTIONAL EMAILS: FROM “NOT SO HOT” TO “SUPER SEXY"

Transactional emails are a critical business communication but can be cut and dried. Often forgotten and overlooked by marketing teams, let these emails sing in your customer communications choir. Dress up these drab but important customer messages by leveraging the right amount of flash and excitement. Are you missing an opportunity to generate incremental revenue, cross-sell, upsell and add-on orders? This session shares practical best practices and real-life examples of transactional email success (and failures).

Corrina Cohen (@cwessel25)

Director Caleres

EMAIL MARKETING IN 2020 AND BEYOND

More than ever, it is important that both B2B and B2C companies stay on top of your email marketing game. Email marketing constantly adjusts, adapts, and advances with the technology landscape. This year, we look through a unique lens that requires understanding of trends to move forward in 2020 and beyond. Find out what you need to do to future-proof your digital marketing strategy.

Marcel Becker

Director, Product Management Verizon Media