2023 ANA Email Evolution Conference: An In-Person and Virtual Experience

TIME	EVENT DETAILS	LOCATION
Tuesday, February 7, 2023
11:00am - 5:30pm	REGISTRATION OPENS	Presidential Foyer (IN-PERSON ONLY)
12:00pm - 12:02pm	WELCOME REMARKS Karen Talavera Founder & Principal Synchronicity Marketing	Presidential Ballroom (IN-PERSON ONLY)
12:02pm - 1:32pm	USING A/B SPLIT TESTING TO OPTIMIZE YOUR EMAIL PERFORMANCE: A HANDS-ON WORKSHOP Are your email marketing efforts as effective and profitable as they could be? Are you sure? For more than 20 years Jeanne Jennings has been helping consulting clients optimize the bottom-line performance of their email marketing programs with A/B split testing. Join us for this workshop and you’ll learn: • Where to get inspiration for your A/B split tests • How to develop an effective test hypothesis • Keys to structuring your test to get statistically significant results • Tips for maintaining an ongoing testing program • How to become an email A/B split testing rock star in your organization This workshop is heavy on real-world examples, client case studies, and actual A/B test results – plus you’ll get the chance to apply what you learn in interactive exercises. Not only will you leave with the knowledge you need to implement testing with your own email marketing program – you’ll be excited and inspired to do so. Jeanne Jennings CEO & Founder Email Optimization Shop View Event Recap and Related Materials	Presidential Ballroom (IN-PERSON ONLY)
1:32pm - 3:02pm	HOW TO RUN A SUCCESSFUL EMAIL AUDIT WORKSHOP It is not a secret that email is an extremely important marketing channel for any business. In some cases, businesses have very high expectations for the email program, which are not always met. Instead of wondering and guessing about the cause, a complete audit of the email marketing program will provide the answer. An email audit breaks everything down into manageable pieces and then reassembles them into a holistic picture. It will provide a better understanding of the health of the entire email program as well as the ability to pinpoint problems. During this workshop we’ll cover: • Bucketing emails into different types and setting the KPIs accordingly • Email content and landing pages linked to - is there relevancy? • What to do after the email audit? Major issues and areas of improvement, quick fixes, and wins, long-term strategy Conducting a full audit of the email program will provide you with ways to request an additional budget for CRM/Email implementation, build new email campaigns, and create a better strategy with higher ROI. Tali Hasanov Digital Marketing Consultant, Managing Partner WSI Digital Path View Event Recap and Related Materials	Presidential Ballroom (IN-PERSON ONLY)
3:02pm - 3:17pm	COFFEE BREAK	Presidential Foyer (IN-PERSON ONLY)
3:17pm - 4:17pm	HOW TO NAVIGATE THE CDP AND ESP VENDOR LANDSCAPE WORKSHOP Today, there are certain CDPs and ESPs that are barely distinguishable from one another. In fact, they are so much alike that they are two sides of the same coin. These platforms are called "ESCDPs" for lack of a better acronym. What is driving the development of ESCDPs? For the last 10 years, Chris Marriott has been helping leading brands through the ESP (and more recently CDP) selection process and has seen firsthand the challenges faced by brands in figuring out a changing vendor landscape. In this workshop, you’ll learn: • What are the essential commonalities and differences between ESPs and CDPs • How the right process can prevent you from "overmarteching" and paying twice for platforms with overlapping features and functions • How requirements documents and use cases can help you determine whether to consider CDPs, ESPs, or ESCDPs • How to make your RFP process as objective as possible using scorecards Chris Marriott President & Founder Email Connect View Event Recap and Related Materials	Presidential Ballroom (IN-PERSON ONLY)
4:17pm - 4:20pm	CLOSING REMARKS	Presidential Ballroom (IN-PERSON ONLY)
4:30pm - 5:30pm	RECEPTION	Presidential Foyer (IN-PERSON ONLY)
Wednesday, February 8, 2023
7:00am - 8:00am	BREAKFAST	Congressional Ballroom (IN-PERSON ONLY)
8:00am - 8:32am	OPENING REMARKS Bob Liodice CEO ANA View Video and Presentation	Presidential Ballroom (HYBRID)
8:32am - 8:37am	WELCOME REMARKS & HOUSEKEEPING Bill Zengel Senior Vice President ANA	Presidential Ballroom (HYBRID)
8:37am - 9:04am	OPENING KEYNOTE: WHAT MAKES A GREAT EMAIL MARKETER? You can’t master email marketing without having a healthy appreciation of the 4 pillars of the channel: 1) email creative 2) email strategy 3) your marketing platform 4) the omnichannel synergies between email and other channels. And you can’t master any of those without understanding all the interconnected disciplines that make up each pillar. In this session, Oracle Marketing Consulting’s Chad S. White shares a framework for gaining the skills necessary to be an effective email specialist or the head of an email marketing program. With an eye on the evolving digital marketing landscape, he’ll also highlight the skills email marketers need to develop most to succeed in the industry in the years ahead. Attendees will leave with a blueprint for how to improve their email marketing knowledge and a stronger appreciation for how different aspects of email marketing interconnect. They'll also better understand how email marketing is evolving, especially in terms of how it's desiloing. Chad S. White Head of Research Oracle Marketing Consulting View Event Recap and Related Materials	Presidential Ballroom (HYBRID)
9:04am - 9:31am	KEYNOTE: THOSE WORDS, BUT NOT THOSE WORDS! In order to thrive and meet the needs of a changing audience, communications have had to undergo significant change over the past several years. We explore in depth how communication industry leaders have adapted to meet the current communications, technology, and authenticity demands. You will hear from Trovon Williams, Senior Vice President, Marketing and Communications at the NAACP, as we examine the significance of harnessing digital platforms strategically and how organizations have reinvented themselves to take their brands to unprecedented heights. Trovon C. Williams SVP Marketing & Communications NAACP View Event Recap and Related Materials	Presidential Ballroom (HYBRID)
9:31am - 9:58am	MAXIMIZING ROI WITH A HUMAN-CENTRIC APPROACH TO AI Imagine a world where you don’t have to guess what’s on the mind of your customer. Where you go beyond understanding what they’ve done, to anticipating what they need. Where you personalize every experience one-to-one, perfectly balancing short-term revenue with long-term loyalty. Join us as we discuss how to bring that vision to life and give you three practical tips on how you can raise the bar for customer experience by adopting a human-centric approach. Andrew LeClair Director of Product Marketing Movable Ink View Event Recap and Related Materials	Presidential Ballroom (HYBRID)
9:55am - 10:13am	COFFEE BREAK	Presidential Foyer (IN-PERSON ONLY)
10:13am - 10:40am	USE TEMPLATES AND FOCUS YOUR TIME ON WHAT MATTERS Tracy Smith, Audience Engagement Lead for Cisco Global Events, will share how her team implemented a template system for quick creation and modification of email blasts. Their marketers now use that saved time to focus on segmentation, content, and personalized messaging, which are the components that really matter for an exceptional customer experience. Key takeaways include: • Learn how to make templates adaptable • Hear insights on crafting a segmentation strategy based on your audience • Explore ways to optimize your content for ADA accommodations Tracy Smith Audience Engagement Lead Cisco View Event Recap and Related Materials	Presidential Ballroom (HYBRID)
10:40am - 11:10am	EMAIL + SMS - AN OLYMPIC SUNDAY NIGHT MATCHUP NBC Sports launched their first SMS program in conjunction with Sunday Night Football coverage on NBC and Peacock. They wanted to be able to pair SMS subscribers with an email address as early in the acquisition funnel as possible. In order to get their SMS plans launched, it required over 6 months of legal review, multiple pivots as they ran into regulations behind giveaways and gaming, and a rebuild of how to process current subscribers to allow for multiple communication channels. Join this session to hear: • Lessons learned from implementing subscriber and acquisition campaigns • The challenges to overcome and blind spots to avoid • Insights and findings around consumer preference and sentiment through testing Corrina Cohen Business Engagement Manager - Marketing Automation NBC Sports View Event Recap and Related Materials	Presidential Ballroom (HYBRID)
11:10am - 11:40am	WHY EMAIL IS CRITICAL TO YOUR RELATIONSHIP MARKETING STRATEGY Join us as we review the 3 stages of relationship marketing, from acquisition, engagement and retention, and how the email channel provides one of the strongest paths to building lasting customer relationships. Learn how to capture and activate zero-party data to personalize your content and offer to drive recurring revenue. We’ll also share key messaging trends from the 2023 Consumer Trends Index report. Timothy Glomb Jr. VP Global Content Marigold Chris Marriott President & Founder Email Connect View Event Recap and Related Materials	Presidential Ballroom (HYBRID)
11:40am - 12:10pm	HOW TO LEVERAGE A CUSTOMER DATA PLATFORM (CDP) TO IMPROVE CUSTOMER SATISFACTION How does your brand respond when the customer experience does not go as planned? In 2022, Amtrak implemented a pilot project to proactively send apology emails and loyalty points to customers on delayed trains. In this session, Amtrak’s Director of CRM Operations & Strategy will describe how Amtrak leveraged its Customer Data Platform (CDP) and a test and learn methodology to improve satisfaction, reduce call volumes, and automate its service recovery strategy. Key takeaways include: • The benefits – and challenges – of using a Customer Data Platform (CDP) to generate dynamic audiences • Importance of implementing a test and learn methodology • Successful strategies for planning a customer compensation communication program Ross Nizlek Director, CRM Operations & Strategy Amtrak View Event Recap and Related Materials
12:10pm - 12:25pm	EMAIL EXCELLENCE CENTER AWARDS CELEBRATION At this celebration, we bring together the best and brightest in our field and honor their creativity, innovation, and excellence in email marketing. Meet the Stefan Pollard Email Marketer of the Year and the Email Marketer Thought Leader of the Year winners! Karen Talavera Founder & Principal Synchronicity Marketing Matthew Vernhout VP, Deliverability North America Netcore Cloud View Presentation	Presidential Ballroom (HYBRID)
12:25pm - 1:25pm	LUNCH (Sponsored by Marigold)	Congressional Ballroom (IN-PERSON ONLY)
1:25pm - 1:55pm	HOW EMAIL MARKETING HELPED CHIPOTLE TRANSFORM ITS BUSINESS, ONE CUSTOMER AT A TIME Chipotle Mexican Grill, though one of the fastest growing restaurants in the U.S., still faced a challenge as people today shop for everything on their phones, including their next meal. In an effort to better compete with its competition, including delivery apps like Seamless and DoorDash, Chipotle determined that truly connecting with people starts in an unlikely place: email. This session will uncover how Chipotle, in partnership with GALE, overhauled its entire loyalty experience and rewards program by getting more personal with its customers via custom yet creative email marketing. This transformation led to Chipotle having one of the fastest growing membership programs in history, record sales, loyalty and increased ROI across the board, further supporting that email marketing makes a huge difference to a brand’s bottom line. Key takeaways include: • How Chipotle took personalization to the next level by overhauling its rewards program • What other brands can learn from Chipotle’s email marketing strategy • How to creatively execute winning email strategies in today’s marketing landscape Jason Scoggins Senior Director Loyalty & CRM Chipotle Mexican Grill Jason McCann Executive Creative Director GALE	Presidential Ballroom (HYBRID)
1:55pm - 2:25pm	MASTER LOCK: A B2B EMAIL EXPERIENCE 100+ YEARS IN THE MAKING The name Master Lock is synonymous around the world with keeping stuff safe. This session focuses around the B2B space as Master Lock wanted to increase purchase intent and awareness of safety solutions products and consulting services. The opportunity was not only around lead generation, but also the many existing customers that had some form of compliance in place but required additional products or a better educational program to maintain compliance and lessen risk. What was the solution? The development of a comprehensive program featuring marketing automation for driving qualified leads through the sales funnel by locating new touch points throughout the Consumer Decision Journey. By creating a relationship between Marketing and Sales, their B2B program was elevated to a new level of communications experience for their prospects and customers with the result being conversions. The program continues to be evolved and optimized for the highest conversion results, but in the meantime Master Lock Safety Solutions has built their brand into a safety and industry leader to help organizations reach compliance through a variety of programs and thought leadership. Key takeaways include: • Learn how marketing automation can create efficiencies and support the full B2B journey • Understand how to tear down silos and build the relationship of Marketing and Sales in the B2B sales process • Creating KPIs that inform future project phases; let the data speak for itself and drive your strategy and initiatives Don Rask Digital Marketing Specialist The Master Lock Company Jenny Maglio Director, Marketing Automation Laughlin Constable View Event Recap and Related Materials	Presidential Ballroom (HYBRID)
2:25pm - 2:55pm	20 TESTS IN 20 MINUTES: HOW TESTING CAN IMPACT YOUR RESULTS IN SUPRISING WAYS Buckle up, email marketers! In this session, Marriott Bonvoy and Data Axle will share 20 tests they’ve conducted recently—and how learnings from these have resulted in increased engagement, higher revenue, and sometimes surprising results. From simple A/B image tests to more complex data-driven hypotheses, you’ll learn why you should never send out an email again without testing—plus some quick tips on how to set things up so you get the data you need to drive further engagement. Think you can pick the winner? Join this session to find out how good your gut instinct is, and get plenty of inspiration for tests you can easily conduct yourself. Erica Huntley VP Strategy Data Axle Leigh Strickland Director, Loyalty Program Marketing Marriott International View Event Recap and Related Materials	Presidential Ballroom (HYBRID)
2:55pm - 3:10pm	COFFEE BREAK	Presidential Foyer (IN-PERSON ONLY)
3:10pm - 3:40pm	BADASS WOMEN AND WHY REPRESENTATION MATTERS IN MARTECH Representation matters. Many of our women leaders know what it’s like to be the “only woman in the room”. Many of our women leaders know what it’s like to be told “just let your male colleague solve it for you”. We know that in our tech industry there is more work to be done. We know there is undeniable power in representation and why proactively focusing on DE&I in the workplace, and together with our partners, is so critical—especially right now. Let’s discuss how and why we need to #BreakTheBias and continue to advance #WomenInTech today and every day. It’s not a nice thing to have, it’s a necessity. Moderator: Guilda Hilaire Director, Product Marketing Salesforce Megan Boshuyzen Senior Email Developer Email by Sinch Carin Slater Email Marketing Specialist Litmus Aysha Marie Zouain Assistant Vice President, Salesforce Marketing Cloud Product Owner City National Bank of Florida View Video	Presidential Ballroom (HYBRID)
3:40pm - 4:10pm	HOW A/B SPLIT TESTING IN EMAIL CAN POWER BRAND-WIDE SUCCESS You create and send emails to your database as part of your marketing channel mix. You, no doubt, run experiments to identify what works best to improve your email marketing. However, do you use emails to test hypotheses with the aim of providing insights about your customers? Insights that could inform and improve your other marketing channels, processes, pricing strategy, and much more, in order to deliver better results for the business across the board. Aimed at marketing professionals who would like to push the power of their email marketing, this session reveals how to leverage the testing ability of your emails to inform business decisions and increase conversions. Your email database contains the valuable opinions of prospects and customers already engaged in your brand. This session will showcase many inspirational examples from the savvy marketers at Cannadips.com and will be packed full of practical tips and advice on how to use your email channel as a testing ground to derive useful insights. Jen Pike Chief Revenue Officer Cannadips Kath Pay CEO Holistic Email Marketing View Video and Presentation	Presidential Ballroom (HYBRID)
4:10pm - 4:40pm	HOW WILL GENERATIVE AI IMPACT CRM? Generative AI models like GPT-3 and DALL·E 2 and Stable Diffusion are revolutionizing the ability for machines to understand and generate content. These capabilities have the potential to disrupt business as usual across dozens of marketing disciplines, including CRM. In this session, you will learn how brands can harness these technologies to improve customer relationship management, generate better creative at scale, and improve personalization. We’ll discuss the latest AI techniques for generating emails. We’ll hear first-hand how brands are beginning to implement these technologies within their organizations. Lastly, we’ll look to the future of CRM by exploring what these AI models can do and how they may establish a new era of how brands communicate with customers. Key takeaways include: • See how the latest AI models can generate email creative at scale • Learn how brands are putting these AI capabilities to work within their organizations • Understand where generative AI is going and how this may impact CRM Nuno Ferreira SVP Head of Brand and Creative Realtor.com Paul Aaron CEO & Co-Founder Addition View Event Recap and Related Materials	Presidential Ballroom (HYBRID)
4:40pm - 4:42pm	CLOSING REMARKS Kelly Haggard VP, Channel Innovation and Optimization Synchrony	Presidential Ballroom (HYBRID)
4:45pm - 6:00pm	RECEPTION (Sponsored by Zeta Global)	Presidential Foyer (IN-PERSON ONLY)
Thursday, February 9, 2023
7:00am - 8:00am	BREAKFAST	Congressional Ballroom (IN-PERSON ONLY)
8:00am - 8:05am	WELCOME REMARKS & HOUSEKEEPING Matthew Vernhout VP, Deliverability North America Netcore Cloud	Presidential Ballroom (HYBRID)
8:05am - 8:35am	DORK MODE: HOW NOT TO DROWN IN THE SEA OF SAMENESS More, more, more. There are more choices than ever: more brands, more retailers, and more e-commerce sites. Meanwhile, brands are struggling to stand out and struggling to keep up. The SaaS and Cloud era has made Keeping up with the Joneses a necessity; but it has also made the world boring, predictable, and yawn-worthy. How do you stand out? In this talk, we'll discuss new research from Future Commerce that shows us how consumers are fighting the boring doldrums from inbox to websites, and how forward-thinking brands can create new and exciting experiences that inspire and excite consumers. Phillip Jackson Co-Founder Future Commerce View Event Recap and Related Materials	Presidential Ballroom (HYBRID)
8:35am - 9:05am	INDISPENSABLE AUTOMATED EMAIL JOURNEYS FOR E-COMMERCE BRANDS: HOW SCOUT & NIMBLE DEVELOPED A WINNING MIX TO DRIVE INCREMENTAL REVENUE You know aligning digital messaging with buyer journeys and personas is the ideal but making it a reality can be a challenge. In this session, we’ll present a framework supported by real-life examples from Scout & Nimble, a luxury e-com retailer of professionally curated furniture and home decor serving both consumers and designers, for the five “must-have” automated email journeys that not only boost revenue, but also improve brand loyalty and operational efficiency, plus mitigate deliverability and engagement problems. You’ll learn what, how, and why of these campaigns PLUS ways to optimize their performance. Don’t miss this compelling session rich with actionable ideas and real-world results that will leave you poised to maximize results from your marketing automation efforts. Claire Foster Manager of Email Marketing Scout & Nimble Karen Talavera Founder & Principal Synchronicity Marketing View Event Recap and Related Materials	Presidential Ballroom (HYBRID)
9:05am - 9:35am	MORE THAN JUST A FIRST NAME How well do you really know your customers? Join us as we explore how marketers can best leverage actionable intelligence to offer consumers more human, individualized experiences that deliver your brand with more efficiency and incremental growth. Know more about your customer and where they’re going next – driving better results. Moderator: Winnie Shen Senior Vice President of the Data Cloud Zeta Global Kayla Brown Senior Manager Digital Marketing Hibbett View Event Recap and Related Materials	Presidential Ballroom (HYBRID)
9:35am - 9:50am	COFFEE BREAK	Congressional Ballroom (IN-PERSON ONLY)
9:50am - 10:20am	HOW GRANT THORNTON BUILT A BRAND-BUILDING, AWARD-WINNING EMAIL NEWSLETTER The Google search “how to create an email newsletter” returns 1,590,000,000 results. And just about all of them give poor advice (in our opinion). This session will be a “how to” for email newsletters using a case study of Grant Thornton’s 2022 B2 Award-winning Let’s Go newsletter as the backdrop. Our “how to” will cover steps like surveying your audience, pinpointing their pain, and why design comes last. Key takeaways include: • Case study and benchmarking information from an award-winning email newsletter • A step-by-step guide for creating an email newsletter that will be successful over the long term • A preview of email newsletter trends for client-side marketers Sara Hocking Brand Experience Director Grant Thornton Todd Luchik Associate Director of Marketing Automation Grant Thornton View Event Recap and Related Materials	Presidential Ballroom (HYBRID)
10:20am - 10:50am	SHRM CRACKS THE CODE IN USE OF AUDIENCE SEGMENTATION ACROSS MEMBERSHIP AND EVENT MARKETING SHRM (Society for Human Resource Management) is a vital resource for HR professionals, business owners and companies’ leaders worldwide. Since the pandemic, the organization adopted new tactics to provide the right message to the right audience at the right time in the channels where their different audience segments reside. Key members of the marketing team will take the stage to describe SHRM’s journey and how leveraging data and content, leveraging email with a mix of direct mail and paid media channels played key roles in their success. Managers from the Event Marketing and the SHRM Executive Network audience segment teams will share how their cross functional teams worked together to build a dynamic program that blew through membership counts, attendee registration, and revenue goals in 2022. Session takeaways: • Adaption: How to adapt your messaging within an audience-centric model • Data-Driven Strategies: Leveraging data to increase success of prospecting, while keeping costs stable for DM and paid media • Execution: The secret to orchestrating messaging across channels and measuring lift of DM when combined with email (internal and prospecting) and paid media • Analysis: Using insights to maximize effectiveness based on KPI’s for membership and conferences Matthew McCarthy-Clark Marketing Manager SHRM Mike Kalyan Events Marketing Manager SHRM View Event Recap and Related Materials	Presidential Ballroom (HYBRID)
10:50am - 11:20am	BACK TO THE FUTURE: BIG DATA < SMALL DATA Is there such a thing as too much data? The answer is YES. The days of collecting anything and everything are behind us. Consumers are demanding more and more from companies, and we need to make sure we are meeting them where they want us and need us to be. Learn why focusing on big data is a losing game and why you should start thinking small. Takeaways include: • The difference between big data and small data • Why small data? • How to make the jump from big data to small data Jennifer Hoth Director, Global Loyalty Marketing & CRM ASICS Digital Ariel Samara Technical Product Manager CRM ASICS Digital View Video and Presentation	Presidential Ballroom (HYBRID)
11:20am - 11:50am	THE INBOX IN 2023 The challenges of getting engagement in receiver's inboxes continue to increase as the overall volume of email and the fight for attention increases. From external threats targeting your brand to internal data management issues resulting in your mail delivering to the bulk folder or, worse, getting blocked. List management and data accuracy are challenges that continue to lead brands down the path of the spam folder. Hear from the teams behind the email technologies at SURBL, Yahoo, and Valimail what your brand should do to provide value and engaging content to your subscribers while staying on the right side of the inbox. Abuse comes in many forms and can often be hard to distinguish from legitimate marketing or brands pushing the envelope too far, resulting in mailbox providers applying friction to sending and delivery issues. Hear from our panel of experts on how marketers can adapt and utilize new technologies for successful email delivery and how to drive brand performance. You’ll learn about: • Trends in abuse and common mistakes • Easily avoidable mistakes made by brands • How to engage with mailbox and blocklist providers to resolve issues Moderator: Matthew Vernhout VP, Deliverability North America Netcore Cloud Lili Crowley Postmaster Yahoo Raymond Dijkxhoorn CEO SURBL Todd Herr Technical Director, Standards and Ecosystem Valimail View Video	Presidential Ballroom (HYBRID)
11:50am - 11:52am	CLOSING REMARKS	Presidential Ballroom (HYBRID)

11:00am
- 5:30pm

REGISTRATION OPENS

Presidential Foyer (IN-PERSON ONLY)

12:00pm
- 12:02pm

WELCOME REMARKS

Karen Talavera: Founder & Principal Synchronicity Marketing

Presidential Ballroom (IN-PERSON ONLY)

12:02pm
- 1:32pm

USING A/B SPLIT TESTING TO OPTIMIZE YOUR EMAIL PERFORMANCE: A HANDS-ON WORKSHOP

Are your email marketing efforts as effective and profitable as they could be? Are you sure?

For more than 20 years Jeanne Jennings has been helping consulting clients optimize the bottom-line performance of their email marketing programs with A/B split testing. Join us for this workshop and you’ll learn:

• Where to get inspiration for your A/B split tests

• How to develop an effective test hypothesis

• Keys to structuring your test to get statistically significant results

• Tips for maintaining an ongoing testing program

• How to become an email A/B split testing rock star in your organization

This workshop is heavy on real-world examples, client case studies, and actual A/B test results – plus you’ll get the chance to apply what you learn in interactive exercises. Not only will you leave with the knowledge you need to implement testing with your own email marketing program – you’ll be excited and inspired to do so.

Jeanne Jennings: CEO & Founder Email Optimization Shop

View Event Recap and Related Materials

Presidential Ballroom (IN-PERSON ONLY)

1:32pm
- 3:02pm

HOW TO RUN A SUCCESSFUL EMAIL AUDIT WORKSHOP

It is not a secret that email is an extremely important marketing channel for any business. In some cases, businesses have very high expectations for the email program, which are not always met. Instead of wondering and guessing about the cause, a complete audit of the email marketing program will provide the answer.

An email audit breaks everything down into manageable pieces and then reassembles them into a holistic picture. It will provide a better understanding of the health of the entire email program as well as the ability to pinpoint problems.

During this workshop we’ll cover:

• Bucketing emails into different types and setting the KPIs accordingly

• Email content and landing pages linked to - is there relevancy?

• What to do after the email audit? Major issues and areas of improvement, quick fixes, and wins, long-term strategy

Conducting a full audit of the email program will provide you with ways to request an additional budget for CRM/Email implementation, build new email campaigns, and create a better strategy with higher ROI.

Tali Hasanov: Digital Marketing Consultant, Managing Partner WSI Digital Path

View Event Recap and Related Materials

Presidential Ballroom (IN-PERSON ONLY)

3:02pm
- 3:17pm

COFFEE BREAK

Presidential Foyer (IN-PERSON ONLY)

3:17pm
- 4:17pm

HOW TO NAVIGATE THE CDP AND ESP VENDOR LANDSCAPE WORKSHOP

Today, there are certain CDPs and ESPs that are barely distinguishable from one another. In fact, they are so much alike that they are two sides of the same coin. These platforms are called "ESCDPs" for lack of a better acronym. What is driving the development of ESCDPs? For the last 10 years, Chris Marriott has been helping leading brands through the ESP (and more recently CDP) selection process and has seen firsthand the challenges faced by brands in figuring out a changing vendor landscape.

In this workshop, you’ll learn:

• What are the essential commonalities and differences between ESPs and CDPs

• How the right process can prevent you from "overmarteching" and paying twice for platforms with overlapping features and functions

• How requirements documents and use cases can help you determine whether to consider CDPs, ESPs, or ESCDPs

• How to make your RFP process as objective as possible using scorecards

Chris Marriott: President & Founder Email Connect

View Event Recap and Related Materials

Presidential Ballroom (IN-PERSON ONLY)

4:17pm
- 4:20pm

CLOSING REMARKS

Presidential Ballroom (IN-PERSON ONLY)

4:30pm
- 5:30pm

RECEPTION

Presidential Foyer (IN-PERSON ONLY)

7:00am
- 8:00am

BREAKFAST

Congressional Ballroom (IN-PERSON ONLY)

8:00am
- 8:32am

OPENING REMARKS

Bob Liodice: CEO ANA

View Video and Presentation

Presidential Ballroom (HYBRID)

8:32am
- 8:37am

WELCOME REMARKS & HOUSEKEEPING

Bill Zengel: Senior Vice President ANA

Presidential Ballroom (HYBRID)

8:37am
- 9:04am

OPENING KEYNOTE: WHAT MAKES A GREAT EMAIL MARKETER?

You can’t master email marketing without having a healthy appreciation of the 4 pillars of the channel: 1) email creative 2) email strategy 3) your marketing platform 4) the omnichannel synergies between email and other channels. And you can’t master any of those without understanding all the interconnected disciplines that make up each pillar.

In this session, Oracle Marketing Consulting’s Chad S. White shares a framework for gaining the skills necessary to be an effective email specialist or the head of an email marketing program. With an eye on the evolving digital marketing landscape, he’ll also highlight the skills email marketers need to develop most to succeed in the industry in the years ahead.

Attendees will leave with a blueprint for how to improve their email marketing knowledge and a stronger appreciation for how different aspects of email marketing interconnect. They'll also better understand how email marketing is evolving, especially in terms of how it's desiloing.

Chad S. White: Head of Research Oracle Marketing Consulting

View Event Recap and Related Materials

Presidential Ballroom (HYBRID)

9:04am
- 9:31am

KEYNOTE: THOSE WORDS, BUT NOT THOSE WORDS!

In order to thrive and meet the needs of a changing audience, communications have had to undergo significant change over the past several years. We explore in depth how communication industry leaders have adapted to meet the current communications, technology, and authenticity demands. You will hear from Trovon Williams, Senior Vice President, Marketing and Communications at the NAACP, as we examine the significance of harnessing digital platforms strategically and how organizations have reinvented themselves to take their brands to unprecedented heights.

Trovon C. Williams: SVP Marketing & Communications NAACP

View Event Recap and Related Materials

Presidential Ballroom (HYBRID)

9:31am
- 9:58am

MAXIMIZING ROI WITH A HUMAN-CENTRIC APPROACH TO AI

Imagine a world where you don’t have to guess what’s on the mind of your customer. Where you go beyond understanding what they’ve done, to anticipating what they need. Where you personalize every experience one-to-one, perfectly balancing short-term revenue with long-term loyalty.

Join us as we discuss how to bring that vision to life and give you three practical tips on how you can raise the bar for customer experience by adopting a human-centric approach.

Andrew LeClair: Director of Product Marketing Movable Ink

View Event Recap and Related Materials

Presidential Ballroom (HYBRID)

9:55am
- 10:13am

COFFEE BREAK

Presidential Foyer (IN-PERSON ONLY)

10:13am
- 10:40am

USE TEMPLATES AND FOCUS YOUR TIME ON WHAT MATTERS

Tracy Smith, Audience Engagement Lead for Cisco Global Events, will share how her team implemented a template system for quick creation and modification of email blasts. Their marketers now use that saved time to focus on segmentation, content, and personalized messaging, which are the components that really matter for an exceptional customer experience.

Key takeaways include:

• Learn how to make templates adaptable

• Hear insights on crafting a segmentation strategy based on your audience

• Explore ways to optimize your content for ADA accommodations

Tracy Smith: Audience Engagement Lead Cisco

View Event Recap and Related Materials

Presidential Ballroom (HYBRID)

10:40am
- 11:10am

EMAIL + SMS - AN OLYMPIC SUNDAY NIGHT MATCHUP

NBC Sports launched their first SMS program in conjunction with Sunday Night Football coverage on NBC and Peacock. They wanted to be able to pair SMS subscribers with an email address as early in the acquisition funnel as possible. In order to get their SMS plans launched, it required over 6 months of legal review, multiple pivots as they ran into regulations behind giveaways and gaming, and a rebuild of how to process current subscribers to allow for multiple communication channels.

Join this session to hear:

• Lessons learned from implementing subscriber and acquisition campaigns

• The challenges to overcome and blind spots to avoid

• Insights and findings around consumer preference and sentiment through testing

Corrina Cohen: Business Engagement Manager - Marketing Automation NBC Sports

View Event Recap and Related Materials

Presidential Ballroom (HYBRID)

11:10am
- 11:40am

WHY EMAIL IS CRITICAL TO YOUR RELATIONSHIP MARKETING STRATEGY

Join us as we review the 3 stages of relationship marketing, from acquisition, engagement and retention, and how the email channel provides one of the strongest paths to building lasting customer relationships. Learn how to capture and activate zero-party data to personalize your content and offer to drive recurring revenue. We’ll also share key messaging trends from the 2023 Consumer Trends Index report.

Timothy Glomb Jr.: VP Global Content Marigold

Chris Marriott

President & Founder Email Connect

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Presidential Ballroom (HYBRID)

11:40am
- 12:10pm

HOW TO LEVERAGE A CUSTOMER DATA PLATFORM (CDP) TO IMPROVE CUSTOMER SATISFACTION

How does your brand respond when the customer experience does not go as planned? In 2022, Amtrak implemented a pilot project to proactively send apology emails and loyalty points to customers on delayed trains. In this session, Amtrak’s Director of CRM Operations & Strategy will describe how Amtrak leveraged its Customer Data Platform (CDP) and a test and learn methodology to improve satisfaction, reduce call volumes, and automate its service recovery strategy.

Key takeaways include:

• The benefits – and challenges – of using a Customer Data Platform (CDP) to generate dynamic audiences

• Importance of implementing a test and learn methodology

• Successful strategies for planning a customer compensation communication program

Ross Nizlek: Director, CRM Operations & Strategy Amtrak

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12:10pm
- 12:25pm

EMAIL EXCELLENCE CENTER AWARDS CELEBRATION

At this celebration, we bring together the best and brightest in our field and honor their creativity, innovation, and excellence in email marketing. Meet the Stefan Pollard Email Marketer of the Year and the Email Marketer Thought Leader of the Year winners!

Karen Talavera: Founder & Principal Synchronicity Marketing

Matthew Vernhout

VP, Deliverability North America Netcore Cloud

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Presidential Ballroom (HYBRID)

12:25pm
- 1:25pm

LUNCH

Congressional Ballroom (IN-PERSON ONLY)

1:25pm
- 1:55pm

HOW EMAIL MARKETING HELPED CHIPOTLE TRANSFORM ITS BUSINESS, ONE CUSTOMER AT A TIME

Chipotle Mexican Grill, though one of the fastest growing restaurants in the U.S., still faced a challenge as people today shop for everything on their phones, including their next meal. In an effort to better compete with its competition, including delivery apps like Seamless and DoorDash, Chipotle determined that truly connecting with people starts in an unlikely place: email.

This session will uncover how Chipotle, in partnership with GALE, overhauled its entire loyalty experience and rewards program by getting more personal with its customers via custom yet creative email marketing. This transformation led to Chipotle having one of the fastest growing membership programs in history, record sales, loyalty and increased ROI across the board, further supporting that email marketing makes a huge difference to a brand’s bottom line.

Key takeaways include:

• How Chipotle took personalization to the next level by overhauling its rewards program

• What other brands can learn from Chipotle’s email marketing strategy

• How to creatively execute winning email strategies in today’s marketing landscape

Jason Scoggins: Senior Director Loyalty & CRM Chipotle Mexican Grill

Jason McCann

Executive Creative Director GALE

Presidential Ballroom (HYBRID)

1:55pm
- 2:25pm

MASTER LOCK: A B2B EMAIL EXPERIENCE 100+ YEARS IN THE MAKING

The name Master Lock is synonymous around the world with keeping stuff safe. This session focuses around the B2B space as Master Lock wanted to increase purchase intent and awareness of safety solutions products and consulting services. The opportunity was not only around lead generation, but also the many existing customers that had some form of compliance in place but required additional products or a better educational program to maintain compliance and lessen risk. What was the solution? The development of a comprehensive program featuring marketing automation for driving qualified leads through the sales funnel by locating new touch points throughout the Consumer Decision Journey.

By creating a relationship between Marketing and Sales, their B2B program was elevated to a new level of communications experience for their prospects and customers with the result being conversions. The program continues to be evolved and optimized for the highest conversion results, but in the meantime Master Lock Safety Solutions has built their brand into a safety and industry leader to help organizations reach compliance through a variety of programs and thought leadership.

Key takeaways include:

• Learn how marketing automation can create efficiencies and support the full B2B journey

• Understand how to tear down silos and build the relationship of Marketing and Sales in the B2B sales process

• Creating KPIs that inform future project phases; let the data speak for itself and drive your strategy and initiatives

Don Rask: Digital Marketing Specialist The Master Lock Company

Jenny Maglio

Director, Marketing Automation Laughlin Constable

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Presidential Ballroom (HYBRID)

2:25pm
- 2:55pm

20 TESTS IN 20 MINUTES: HOW TESTING CAN IMPACT YOUR RESULTS IN SUPRISING WAYS

Buckle up, email marketers! In this session, Marriott Bonvoy and Data Axle will share 20 tests they’ve conducted recently—and how learnings from these have resulted in increased engagement, higher revenue, and sometimes surprising results. From simple A/B image tests to more complex data-driven hypotheses, you’ll learn why you should never send out an email again without testing—plus some quick tips on how to set things up so you get the data you need to drive further engagement.

Think you can pick the winner? Join this session to find out how good your gut instinct is, and get plenty of inspiration for tests you can easily conduct yourself.

Erica Huntley: VP Strategy Data Axle

Leigh Strickland

Director, Loyalty Program Marketing Marriott International

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Presidential Ballroom (HYBRID)

2:55pm
- 3:10pm

COFFEE BREAK

Presidential Foyer (IN-PERSON ONLY)

3:10pm
- 3:40pm

BADASS WOMEN AND WHY REPRESENTATION MATTERS IN MARTECH

Representation matters. Many of our women leaders know what it’s like to be the “only woman in the room”. Many of our women leaders know what it’s like to be told “just let your male colleague solve it for you”. We know that in our tech industry there is more work to be done. We know there is undeniable power in representation and why proactively focusing on DE&I in the workplace, and together with our partners, is so critical—especially right now. Let’s discuss how and why we need to #BreakTheBias and continue to advance #WomenInTech today and every day. It’s not a nice thing to have, it’s a necessity.

Moderator: Guilda Hilaire: Director, Product Marketing Salesforce

Megan Boshuyzen

Senior Email Developer Email by Sinch

Carin Slater

Email Marketing Specialist Litmus

Aysha Marie Zouain

Assistant Vice President, Salesforce Marketing Cloud Product Owner City National Bank of Florida

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Presidential Ballroom (HYBRID)

3:40pm
- 4:10pm

HOW A/B SPLIT TESTING IN EMAIL CAN POWER BRAND-WIDE SUCCESS

You create and send emails to your database as part of your marketing channel mix. You, no doubt, run experiments to identify what works best to improve your email marketing. However, do you use emails to test hypotheses with the aim of providing insights about your customers? Insights that could inform and improve your other marketing channels, processes, pricing strategy, and much more, in order to deliver better results for the business across the board.

Aimed at marketing professionals who would like to push the power of their email marketing, this session reveals how to leverage the testing ability of your emails to inform business decisions and increase conversions. Your email database contains the valuable opinions of prospects and customers already engaged in your brand.

This session will showcase many inspirational examples from the savvy marketers at Cannadips.com and will be packed full of practical tips and advice on how to use your email channel as a testing ground to derive useful insights.

Jen Pike: Chief Revenue Officer Cannadips

Kath Pay

CEO Holistic Email Marketing

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Presidential Ballroom (HYBRID)

4:10pm
- 4:40pm

HOW WILL GENERATIVE AI IMPACT CRM?

Generative AI models like GPT-3 and DALL·E 2 and Stable Diffusion are revolutionizing the ability for machines to understand and generate content. These capabilities have the potential to disrupt business as usual across dozens of marketing disciplines, including CRM. In this session, you will learn how brands can harness these technologies to improve customer relationship management, generate better creative at scale, and improve personalization. We’ll discuss the latest AI techniques for generating emails. We’ll hear first-hand how brands are beginning to implement these technologies within their organizations. Lastly, we’ll look to the future of CRM by exploring what these AI models can do and how they may establish a new era of how brands communicate with customers.

Key takeaways include:

• See how the latest AI models can generate email creative at scale

• Learn how brands are putting these AI capabilities to work within their organizations

• Understand where generative AI is going and how this may impact CRM

Nuno Ferreira: SVP Head of Brand and Creative Realtor.com

Paul Aaron

CEO & Co-Founder Addition

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Presidential Ballroom (HYBRID)

4:40pm
- 4:42pm

CLOSING REMARKS

Kelly Haggard: VP, Channel Innovation and Optimization Synchrony

Presidential Ballroom (HYBRID)

4:45pm
- 6:00pm

RECEPTION

Presidential Foyer (IN-PERSON ONLY)

7:00am
- 8:00am

BREAKFAST

Congressional Ballroom (IN-PERSON ONLY)

8:00am
- 8:05am

WELCOME REMARKS & HOUSEKEEPING

Matthew Vernhout: VP, Deliverability North America Netcore Cloud

Presidential Ballroom (HYBRID)

8:05am
- 8:35am

DORK MODE: HOW NOT TO DROWN IN THE SEA OF SAMENESS

More, more, more. There are more choices than ever: more brands, more retailers, and more e-commerce sites. Meanwhile, brands are struggling to stand out and struggling to keep up. The SaaS and Cloud era has made Keeping up with the Joneses a necessity; but it has also made the world boring, predictable, and yawn-worthy. How do you stand out?

In this talk, we'll discuss new research from Future Commerce that shows us how consumers are fighting the boring doldrums from inbox to websites, and how forward-thinking brands can create new and exciting experiences that inspire and excite consumers.

Phillip Jackson: Co-Founder Future Commerce

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Presidential Ballroom (HYBRID)

8:35am
- 9:05am

INDISPENSABLE AUTOMATED EMAIL JOURNEYS FOR E-COMMERCE BRANDS: HOW SCOUT & NIMBLE DEVELOPED A WINNING MIX TO DRIVE INCREMENTAL REVENUE

You know aligning digital messaging with buyer journeys and personas is the ideal but making it a reality can be a challenge. In this session, we’ll present a framework supported by real-life examples from Scout & Nimble, a luxury e-com retailer of professionally curated furniture and home decor serving both consumers and designers, for the five “must-have” automated email journeys that not only boost revenue, but also improve brand loyalty and operational efficiency, plus mitigate deliverability and engagement problems. You’ll learn what, how, and why of these campaigns PLUS ways to optimize their performance. Don’t miss this compelling session rich with actionable ideas and real-world results that will leave you poised to maximize results from your marketing automation efforts.

Claire Foster: Manager of Email Marketing Scout & Nimble

Karen Talavera

Founder & Principal Synchronicity Marketing

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Presidential Ballroom (HYBRID)

9:05am
- 9:35am

MORE THAN JUST A FIRST NAME

How well do you really know your customers? Join us as we explore how marketers can best leverage actionable intelligence to offer consumers more human, individualized experiences that deliver your brand with more efficiency and incremental growth. Know more about your customer and where they’re going next – driving better results.

Moderator: Winnie Shen: Senior Vice President of the Data Cloud Zeta Global

Kayla Brown

Senior Manager Digital Marketing Hibbett

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Presidential Ballroom (HYBRID)

9:35am
- 9:50am

COFFEE BREAK

Congressional Ballroom (IN-PERSON ONLY)

9:50am
- 10:20am

HOW GRANT THORNTON BUILT A BRAND-BUILDING, AWARD-WINNING EMAIL NEWSLETTER

The Google search “how to create an email newsletter” returns 1,590,000,000 results. And just about all of them give poor advice (in our opinion). This session will be a “how to” for email newsletters using a case study of Grant Thornton’s 2022 B2 Award-winning Let’s Go newsletter as the backdrop. Our “how to” will cover steps like surveying your audience, pinpointing their pain, and why design comes last.

Key takeaways include:

• Case study and benchmarking information from an award-winning email newsletter

• A step-by-step guide for creating an email newsletter that will be successful over the long term

• A preview of email newsletter trends for client-side marketers

Sara Hocking: Brand Experience Director Grant Thornton

Todd Luchik

Associate Director of Marketing Automation Grant Thornton

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Presidential Ballroom (HYBRID)

10:20am
- 10:50am

SHRM CRACKS THE CODE IN USE OF AUDIENCE SEGMENTATION ACROSS MEMBERSHIP AND EVENT MARKETING

SHRM (Society for Human Resource Management) is a vital resource for HR professionals, business owners and companies’ leaders worldwide. Since the pandemic, the organization adopted new tactics to provide the right message to the right audience at the right time in the channels where their different audience segments reside.

Key members of the marketing team will take the stage to describe SHRM’s journey and how leveraging data and content, leveraging email with a mix of direct mail and paid media channels played key roles in their success. Managers from the Event Marketing and the SHRM Executive Network audience segment teams will share how their cross functional teams worked together to build a dynamic program that blew through membership counts, attendee registration, and revenue goals in 2022.

Session takeaways:
• Adaption: How to adapt your messaging within an audience-centric model
• Data-Driven Strategies: Leveraging data to increase success of prospecting, while keeping costs stable for DM and paid media
• Execution: The secret to orchestrating messaging across channels and measuring lift of DM when combined with email (internal and prospecting) and paid media
• Analysis: Using insights to maximize effectiveness based on KPI’s for membership and conferences

Matthew McCarthy-Clark: Marketing Manager SHRM

Mike Kalyan

Events Marketing Manager SHRM

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Presidential Ballroom (HYBRID)

10:50am
- 11:20am

BACK TO THE FUTURE: BIG DATA < SMALL DATA

Is there such a thing as too much data? The answer is YES. The days of collecting anything and everything are behind us. Consumers are demanding more and more from companies, and we need to make sure we are meeting them where they want us and need us to be. Learn why focusing on big data is a losing game and why you should start thinking small.

Takeaways include:

• The difference between big data and small data

• Why small data?

• How to make the jump from big data to small data

Jennifer Hoth: Director, Global Loyalty Marketing & CRM ASICS Digital

Ariel Samara

Technical Product Manager CRM ASICS Digital

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Presidential Ballroom (HYBRID)

11:20am
- 11:50am

THE INBOX IN 2023

The challenges of getting engagement in receiver's inboxes continue to increase as the overall volume of email and the fight for attention increases. From external threats targeting your brand to internal data management issues resulting in your mail delivering to the bulk folder or, worse, getting blocked. List management and data accuracy are challenges that continue to lead brands down the path of the spam folder. Hear from the teams behind the email technologies at SURBL, Yahoo, and Valimail what your brand should do to provide value and engaging content to your subscribers while staying on the right side of the inbox. Abuse comes in many forms and can often be hard to distinguish from legitimate marketing or brands pushing the envelope too far, resulting in mailbox providers applying friction to sending and delivery issues.

Hear from our panel of experts on how marketers can adapt and utilize new technologies for successful email delivery and how to drive brand performance. You’ll learn about:
• Trends in abuse and common mistakes
• Easily avoidable mistakes made by brands
• How to engage with mailbox and blocklist providers to resolve issues