Data, Data, Data – Driving Email Marketing Success

Lisa Brown Shosteck

Director ANA Email Experience Council and ANA Accountability Managing Consultant

TURNING DATA INTO DELIGHT: HOW TO ORGANIZE, OPTIMIZE AND PERSONALIZE WITH THE DATA YOU HAVE

Do you have too much data and don't know where to start? Or maybe you feel like you don't have the information you need to effectively personalize and optimize your email communications? No matter your data dilemma, we'll work through it. Join us as we dig into real world examples, progressing through the evolution of personalization and data to reach the holy grail of prescriptive, data-driven marketing. You'll leave this session energized, ready to tackle your data and turn it into the ultimate surprise and delight for your customers.

Laura Madden

Senior Relationship Marketing Strategist DEG, an Isobar Company

HOW TO ELEVATE YOUR B2B MARKETING EXPERIENCES WITH DATA + REAL-TIME EMAIL CREATIVE

We’re living in a visual era and this has led to an all-new set of requirements for digital marketers. Brands need to create compelling visual experiences that are unique to each customer at the moment of engagement.

But despite how it may seem, the power of personalized experiences isn’t just for B2C brands. Compelling, data-driven visuals are well within the reach of B2B brands as well. In this session, the National Fire Protection Association and Movable Ink will explain how brands can tap into their existing data sources to power highly-personalized campaigns. The NFPA will also show these best practices in action by explaining how data-driven visuals increased the conversions in their abandoned cart campaign by 75 percent, all while dramatically reducing production time.

Elizabeth Ciccolo

Email Program Manager National Fire Protection Association

USING DATA TO BRING VALUE AND ROI TO YOUR EMAIL MARKETING CAMPAIGNS DURING TIMES OF CRISIS

In this session, we will cover the data relevant challenges email marketers are facing in developing programs during times of crisis. We’ll demonstrate how CRM is more valuable than ever before. We will cover:

 1. The impact the pandemic is having on marketing program budgets and how to best adjust now and in the future.

2. How the collection and usage of customer data impacts email campaigns, measurement and ROI.

3. Showing incremental value of new programs and increased personalization.

4. Demonstrating value of email marketing to senior management as this communications channel becomes even more critical during these challenging times.

Jose Cebrian

Senior Vice President, Marketing Strategy Merkle

ARTIFICIAL INTELLIGENCE DE-MYSTIFIED: HOW MODELS AND DATA WORK TOGETHER FOR SUCCESS

Artificial Intelligence is crucial to marketing, digital, and customer transformation. It allows marketers to scale personalization and to generate insights about customers in ways that would otherwise not be possible or feasible. With 186% growth in marketers' use of AI since 2019, AI is here to stay, but why does it often feel mysterious and complicated? Join Tim Delles, Senior Marketing Manager at Orvis, as he takes you under the hood of AI and machine learning strategies in his email marketing programs. With Salesforce, they'll explore how with the right model, your own data can drive send-time optimization, subject line analysis, and even personalized content selection for each subscriber.

Tim Delles

Senior Marketing Manager Orvis

Lisa Brown Shosteck

Director ANA Email Experience Council and ANA Accountability Managing Consultant