Program

11:00 A.M.- 5:00 P.M.

Registration Open

 


11:00 A.M.- 12:00 P.M.

Education & Events Subcommittee Meeting (Invitation Only)

 


12:30 P.M.- 1:00 P.M.

Boxed Lunch- (Pre-Con Workshop Attendees Only)

 


1:00 P.M.- 5:00 P.M.

Pre Con Workshop:
Email Marketing: Advanced Quantitative Training Workshop


Like the quantitative side of e-mail marketing and hungry to learn some new metrics you can use to improve your performance? Not so comfortable with the quantitative side of e-mail but know that you need to be to advance your programand your career?
This is the pre-conference workshop for you!
Concerned that it will be dry and boring? It won’t be, I promise! It will be fun and playful – and you’ll leave with the quantitative tools you need to improve your e-mail marketing programand become a rock star in your marketing department!
Why go beyond open and clicks? Because they’re nice, but if you’re like most organizations it’s revenue generated that pays the bills and keeps the doors open.
Join us for this training workshop on advanced online metrics and analysis to learn how to calculate and apply quantitative metrics to help you improve the effectiveness – and profitability — of your email program. Topics we’ll cover include (but are not limited to):
 
• Acquisition process abandon rate
• Data trees
• Email reach
• Mobile v. desktop view rate
• Revenue per email sent
• Verifying statistical significance
• Value of an email address
 
Bring your questions and biggest email marketing challenges – we’ll have time for open discussion about which quantitative tools can help you solve them.

Speakers

Jeanne JenningsJeanne Jennings
Senior Consultant, Digital Outreach
JeanneJennings.com



1:00 P.M.- 5:00 P.M.

Pre Con Workshop
The Latest Creative and Response-Optimization Innovations in Email

Struggling with diminishing returns on your campaigns? Wondering how to boost revenue from the channel without over mailing? Then you might still be in the dark about the latest data, technology and creative innovations on the forefront of email marketing. This lively session explains how testing, send-time optimization, contextual design, behaviorally-driven content, video and personalization are revolutionizing what your subscribers receive, when they receive it, how they see it and how they can interact with it.

The workshop features multiple speakers from some of the latest innovators in the space, actual case studies and real-world applications. You’ll leave this session fired up to make your email marketing all it can be!

Here’s our roadmap:

Speaker Description
Intro and Strategic Innovation update
MC/Speaker: Karen Talavera, President Synchronicity Marketing
Score, Design, and Test: Email Program Optimization using Your List, Your Peers, and Your Activity.
Speaker: Austin Bliss, Founder of FreshAddress
One Time Does Not Fit All: Boosting Response with Send-Time Optimization
Speaker: Paul Shriner, CTO of Audience Point
Responsive Email and Contextual Marketing: Bringing Agility To The Inbox
Speaker: Vivek Sharma, CEO of Movable Ink
EEC_Jason Fordham Next Gen Personalization and Response-Optimization Trends in Email
Speaker: Jason Fordham, Vice President of Strategic Solutions, SmarterHQ

Speakers

Talavera013 Cropped
Karen Talavera
President
EEC_Synchronicity Marketing
Synchronicity Marketing



2:00 P.M.- 4:00 P.M.

DMA/eec Member Advisory Council Meeting (Invitation Only)

 


4:00 P.M.- 5:30 P.M.

1:1 Business Exchange (Invitation Only)

 


5:30 P.M.- 7:30 P.M.

EEC2015 Kick Off Cocktail Reception

eec-marapost
 


7:45 A.M.- 3:30 P.M.

Registration Open


8:00 A.M.- 8:30 A.M.

Networking Breakfast in the Exhibit Hall


8:30 A.M 9:45 A.M

EEC2015 Opening Keynote

eec-marapost


9:45 A.M.- 10:30 A.M.

Refreshment Break in the Experience Hall

eec-marapost


10:30A.M.- 11:30 A.M.

Concurrent Sessions

Expand for more information
 

Email Ins and Outs from the Pros | Track: Email

Learn from a panel of email professionals as we explore 10 elements of the overall email programs such as: the sign-up process, mobile-friendly design, pre-headers, personalization and data collection. The pros will share their practices and thoughts as we examine one topic at time in a rapid-fire approach. As we explore these email practices, we will uncover the challenges, tools and benefits associated with each approach. We will also identify the pros’ wish list of untapped email related features. For this panel, we would like to invite Hilary Fetter (DailyWorth), Liz Galietto (The Shubert Organization) and Sam Crosby (BounceExchange).
Moderator
EEC_TowerdataPhil Davis
Chief Business Officer
Towerdata

Hilary Fetter
Marketing Director
DailyWorth
 
Liz Galietto
Email Marketing Manager
The Shubert Organization
 
Sam Crosby
Business Development Manager
BounceExchange


Dynamic CRM: The Huggies Consumer Experience | Track: Mobile, Social, Content

As brands compete for share of inbox, mind and wallet, delivering the most relevant and timely messages and offers is critical to success. Implementing and leveraging a dynamic content model, along with big data and modeling can take brands like Huggies from good to great.

This session will outline key strategies brands can use to win with CRM, using Huggies learnings as an example. These learnings may include:

– Campaign mechanics: migration from static to dynamic email platforms, dynamic content and offer mechanics,
– Data and content strategy: using big data to develop and implement successful cross-sell and upsell models, product tiering, and messaging/content strategies
– Creative implementation: leveraging test and learn strategies to optimize creative

EEC_OgilvyOneJeremy Pettet
Management Supervisor
OgilvyOne


Deliverability 101: Email Crash Course | Track: Deliverability

Deliverability: It sounds important, but what does the word mean in the context of email marketing? With over 188 billion emails sent every day, many messages are filtered, blocked and never arrive at their intended destination. What if there was something you could do to ensure that your messages ultimately do reach your customer and not the SPAM folder? Welcome to Deliverability 101, where you’ll learn why deliverability isn’t just important for email, it’s critical. And you can do something about it. This session will guide marketers through the fundamentals of deliverability, the current rules and regulations and how organizations can plan for in the future.
In this session, you will learn:
 
• Why reputation is everything and how to avoid common reputational mistakes
• Deliverability best practices that will help your messages reach and stay in your customers’ inboxes
• A roadmap for building a Deliverability practice that can feed directly into the success of your organization, well beyond the inbox
• Key lessons for how you can make Deliverability a high priority within your marketing program
EEC_Experian Marketing ServicesSpencer Kollas
Vice President of Global Deliverability Services
Experian Marketing Services


Building a Case for Digital Attribution | Track: Technology/Data & Attribution

Do you ever feel like email is a victim of its own success? While we all know email works wonders at driving cross-channel revenue, the dollars are rarely calculated and attributed to email in the right way. The growing conversation at the highest levels of companies and analysts today is how to start moving from last click attribution to a digital attribution that gives the proper credit for revenue. This solution is difficult, but where does the email marketer start and what are the prevailing theories that exist today? How do you illustrate the importance of digital attribution across the organization and participate in this discussion? This panel of experts will discuss the various models that have dominance in the industry, the challenges they’ve faced and provide advice on overcoming the obstacles to attribution.

EEC_epsilon
Dan McDermott
Director of Product Marketing – Messaging Digital Marketing Solutions
Epsilon
EEC_epsilon
Kara Trivunovic
VP of Strategy
Epsilon
Derek Kazee
Director of Customer Retention
Ebates
Adrian Olvera
Senior Manager of Global Innovation
Dell


11:40A.M. – 12:40P.M.

Concurrent Sessions

Expand for more information
 

Building a Content-Driven Lead Nurturing Program | Track: Email

Despite your best efforts to draw in qualified leads, the reality is that most of them are nowhere near ready to buy. They need to be gently persuaded. This is where a well-planned lead nurturing program comes in. Lead nurturing is a workflow aligned with a series of messages, where each step has a clear objective – to help move the lead to a sales-ready, qualified prospect. In this session we will discuss the steps your marketing teamcan take to run a successful lead nurturing program, including:
• Building your lead nurturing program
• How lead scoring and lead nurturing work together
• Designing a content-driven lead nurturing program
• Measuring the progress of your program

• BONUS: Use lead nurturing to improve the marketing/sales relationship Hear about insights from Verizon Enterprise Solutions, where they developed a process with the help of Teradata Interactive’s Digital Success Team, to move prospects through a journey of discovery, consideration and decision.
According to statistics recently published by The Association of Strategic Marketing, nurtured leads can increase sales by as much as 20%. ‘Click-through’ rates from Lead Nurturing emails are 8% compared to only 3% from general emails. Despite this increased sales potential, 69% of B2B marketers fail to use a Lead Nurturing system.

EEC_TeradataSean Shoffstall
VP, Innovation & Strategy
Teradata Interactive, TERADATA


The Science Behind Emails that Persuade | Track: Mobile, Social, Content

Science has proven that 90% of decision-making takes place in the subconscious mind. Which means you need to know the triggers that prompt the “”hard-wired”” behaviors you want your target to take — the scientific secrets that get people to open, read — and respond — to your emails. Discover the proven principles of social science and behavioral economics that lead to greater email response. And see how to create emails that make your numbers soar.
PLEASE NOTE: Includes numerous in-market examples from financial services, business services, travel/entertainment, publishing, retail, consumer goods, ecommerce – even politics.
EEC_Wilde AgencyNancy Harhut
Chief Creative Officer
Wilde Agency


Global Legislation featuring CASL: What You Need to Know | Track: Deliverability

This session will give an overview on the Canadian Anti-SPAM Legislation, highlighting all aspects important to email marketers: consents (types of consent as well as consent capture), transactional mail, remarketing (shopping cart abandonment), 3rd party sending (also refer-a-friend) and exceptions. It will delve into real case studies, showcased for the first time at EEC based on new information being released by the CRTC.
EEC_ListrakJames Koons
Chief Privacy Officer
Listrak
EEC_Inbox MarketerMatt Vernhout
Chief Privacy Officer, Manager of Deliverability
Inbox Marketer


Whose Customer Is It Anyway? Email and CRM in the Google Inbox Era | Track: Technology/Data & Attribution

Innovation is enabling brands to mediate increasingly sophisticated customer experiences that help build increasingly stronger relationships. Simultaneously, ISPs, platform owners, and social networks — most visibly led by Google’s new Inbox product – are aggressively intermediating those experience. They are taking control of the brand experience away from the brand by altering how customers view and interact with commercial messages.

These two clashing innovations in customer experience force a pair of questions: who owns the customer relationship, and how can you build customer relationships when channel providers like Google can own your customers’ experiences?

In this session, we’ll address these questions, including:

* How brands are using email innovation to engage customers
* How ISPs and platform owners are intermediating relationships with your customers
* CRM approaches and frameworks in the era of ISP innovation
* Case studies from brands at the forefront of contextual marketing

EEC_StrongviewRob Brosnan
SVP of Strategy
StrongView


12:45 P.M.- 2:00 P.M.

The 2015 eec Email Marketing Awards Presentation & Luncheon


2:15P.M. – 3:45P.M.

1:1 Business Exchange – Invitation Only


3:00 P.M. – 3:45 P.M.

Vendor Face- Offs

• Agency Services

• List Validation

Driving your program forward can at times be challenging with internal priorities coming into play. Yet, there are external companies that can enable technologies and drive innovation. During these sessions, we will have the primary market leaders in the space talk about how they see the industry and the role that they play. This will NOT be a sales pitch, but a conversation with the leaders on how the space is evolving.
 

Agency Services

Moderator
Robert Schwartz
VP, Global Marketing Platforms
IBM
Chris Donald
Inbox Group
 
Simms Jenkins
BrightWave
 
Morgan Stewart
Trendline
 
Tamara Gielen,
Email Marketing Consultant & Trainer

List Validation

Moderator
Dela Quist
CEO
AlchemyWorx
Justin Helmig
Vice President, Data as a Service Products
StrikeIron, an Informatica Company
 
Austin Bliss
President
FreshAddress
Craig Swerdloff
Co-Founder, CEO
LeadSpend, a part of Experian

3:00 P.M. – 3:45 P.M.

Insider Session – Are You Prepared for the Future of Email Marketing (Commercial/Supplier View Point)

Our industry paints a wide divide between the marketer and the strategist on how we send email. From the front lines to the direction that marketers should move, we all have an opinion of what email is today and what it may be tomorrow. During this session, we’re going to explore the two sides of the discussion. From the strategy side, Loren McDonald will speak about where he believes the industry is moving and how we can have a part in getting there. From Wingstop, Erin Levzow will speak about how she sees the industry and the consumers reaction to email marketing and the implications for what is next.
Both speakers will provide actionable ideas that you can take back to the office and both discussions are designed to get you in the right frame of mind of “what’s the next big thing” in email and digital marketing.


4:00 P.M.- 4:45 P.M.

Vendor Face- Offs

• Real Time Content
• Vendor Selection

Driving your program forward can at times be challenging with internal priorities coming into play. Yet, there are external companies that can enable technologies and drive innovation. During these sessions, we will have the primary market leaders in the space talk about how they see the industry and the role that they play. This will NOT be a sales pitch, but a conversation with the leaders on how the space is evolving.
 

Real Time Content

Moderator
Jose Cebrian
VP, General Manager, Email & Mobile Messaging
Merkle
Justin Foster
Liveclicker
 
Jeff Kupietzky
PowerInbox
Vivek Sharma
Moveable Ink

Vendor Selection

Moderator
Len Shneyder
Director of Industry Relations
MessageSystems
John Caldwell
RedPillEmail
David Daniels
Relevancy Group

4:00 P.M.- 4:45 P.M.

Insider Session – Are You Prepared for the Future of Email Marketing (Marketer View Point)

Our industry paints a wide divide between the marketer and the strategist on how we send email. From the front lines to the direction that marketers should move, we all have an opinion of what email is today and what it may be tomorrow. During this session, we’re going to explore the two sides of the discussion. From the strategy side, Loren McDonald will speak about where he believes the industry is moving and how we can have a part in getting there. From Wingstop, Erin Levzow will speak about how she sees the industry and the consumers reaction to email marketing and the implications for what is next.
Both speakers will provide actionable ideas that you can take back to the office and both discussions are designed to get you in the right frame of mind of “what’s the next big thing” in email and digital marketing.


5:00 P.M. – 6:00 P.M.

Reception in the Experience Hall


6:45 P.M.- 9:00 P.M.

EEC15 Reception Aboard the Floridian Princess

Acxiom 300x75

8:00 A.M.- 1:30 P.M.

Registration Open


8:00 A.M.- 9:00 A.M.

Continental Breakfast in Experience Hall


9:00 A.M.- 10:00 A.M.

EEC2015 Keynote:
Erasing the Data Distinction: The Age of Data-Driven Consumerism

 
As technological innovation drives lower costs, it does so for everyone – marketers and consumers alike. According to recent research by professors at Harvard Business School and Columbia University, the ubiquity of data could soon erode the “data-driven” distinction between marketers and consumers.

In a not-so-distant future, the phrase “data-driven” will describe the ways that consumers make decisions across their personal and professional, work and leisure lives – anywhere that they want to use their time, money, and attention better. The ability to make data-driven decisions in every aspect of their lives may soon be regarded by consumers not as a delightful surprise, but an everyday expectation – creating a new generation of equal and empowered market participants.

Join us to celebrate data-driven email innovation – and explore what a world of data-driven consumers will mean for the future of email marketing.
 
Moderated by:
Rachel Nyswander Thomas
Executive Director
Data-Driven Marketing Institute, DMA
 
Panelists:

Ginger Conlon
Editor-in-Chief
Direct Marketing News
 
Kristin Naragon
Director, Email Solutions
Adobe
 
Shafiq Rajani
Vice President
Mintel Comperemedia
Jay Schwedelson
President and CEO
Worldata

10:00 A.M.- 10:45 A.M.

Refreshment Break in the Experience Hall

eec-acxiom


10:50 A.M.- 11:50 A.M.

Concurrent Sessions

Expand for more information
 

The Rise of the Activist Consumer | Track: Email


Your customer is changing. These customers are digital natives, perpetually connected and often demanding immediate action. They are empowered. An activist customer base has access to near-perfect information, and they have a lot of clout – and theyre not afraid to use it. Welcome to the world of the activist consumer.

Before, your customers would compare your brand with just a few other known brands in their product category. But now, with no limit to available information, the activist consumers are comparing you with global brands that sometimes have significant advantages in customer knowledge, distribution, pricing, and more.

What does this mean for the New Marketer? Marketing used to be about generating demand period. Today, the New Marketer has a much expanded role, now encompassing customer experience, service, sales, commerce, loyalty and more. They must essentially anticipate the perpetually connected customers needs as they evolve in their interactions with the brand. Its more than a brand ambassador; its being an advocate for the customers journey with the brand.

Join Kristin Naragon as she offers best practices for reaching the Activist Consumer.
 

EEC_AdobeKristin Naragon
Director, Email Solutions
Adobe


Linking Email Marketing Best Practices With Today's Leading Monetization Strategies | Track: Mobile, Social, Content

Email marketing can be an excellent monetization opportunity for publishers, and today’s real-time technology has revolutionized the way in which publishers are connecting their subscribers with relevant content and advertisers. However, many publishers have become so focused on what happens once an email is opened that they’ve lost site of the most basic goal of email marketing: getting subscribers to open the email in the first place. A monetization strategy that comprises the most innovative, real-time, automated, personalized and contextual advertising strategy is worthless if your emails go unread. This session brings together leaders from both sides of the equation as well as brands to discuss how to link email marketing best practices with monetization and reach optimization to enable greater performance, increased data insights and ROI from the email channel. Those who are doing so effectively are creating a unique, personalized experience for each email subscriber, transforming the email experience into a 1-to-1 marketing opportunity that mimics how consumers interact with brands they trust across social media.
EEC_PostUpRobin Green
VP of Sales
PostUp
 
Sharon Nicastro
Sony Rewards


B2B Deliverability In A B2C World | Track: Deliverability

This session will focus on email deliverability, specifically on B2B deliverability and how to reach customers that are using corporate email addresses. The session will present a case study of the deliverability challenges RentPath – Apartment Guide has faced and the impact email deliverability had on their overall email efforts. RentPath – Apartment Guide worked to identify, correct and overcome deliverability issues reaching their B2B database of property owners and contacts. They focused on reaching contacts at their key properties that were not receiving messages from them due to email deliverability issues including IP blocking, outdated email addresses, and data collection issues.

Following a deliverability audit and implementing the audit recommendations, RentPath – Apartment Guide saw an increase in opens and clicks, as well as a decrease in hard bounces. Monitoring, analytics, and reporting were also implemented to keep an eye on deliverability. Attendees will learn what recommendations RentPath – Apartment Guide implemented as well as best deliverability practices for sending to B2B consumers.
EEC_SalesfusionNancy Harris
Salesfusion
Inbox ProsChris Arrendale
Inbox Pros
Rent PathTracy Dodd
Rent Path


Building Highly Engaged Acquisition Email Audiences | Track: Technology/ Data & Attribution

Attendees to this Case Study will gain a detailed knowledge of the best practice strategies for data quality, analytic targeting, and email engagement that Bridge Marketing and Hearst Magazines executed to successfully transform from traditional offline media giant to customer-centric email, digital, and multichannel industry leader.
EEC_Bridge MarketingAri Saposh
VP of Database
Bridge Marketing


11:50 A.M.- 12:50 P.M

Concurrent Sessions

Expand for more information
 

Consumer Views of Email Marketing: Leveraging Subscriber Data to Increase Relevancy | Track: Email

Amidst the ever-changing arsenal of digital marketing technologies, email continues to deliver exceptionally high, sustainable ROI. But keeping pace with consumer’s evolving engagement preferences can be a challenge. For three consecutive years, BlueHornet has surveyed over 1,000 consumers to better understand their habits and sentiments about email marketing. Join us to learn what consumers want from your brand, and what you can do to improve relevancy. Hear real-world examples from retail brands and TakePart – including their innovative social, mobile & text messaging programs – to get practical ideas for leveraging your data to increase engagement.
 

EEC_BluehornetChris Frasier
Sr. Director, Client Success
BlueHornet
 
EEC_BluehornetJessica Grewal
Account Director, Client Success
BlueHornet
 
Daniel Park
Director of CRM Marketing
Participant Media/TakePart


Mobile-Ready Email: What's Working & What's Not | Track: Mobile, Social, Content

Just 1% of email marketers implement exclusively responsive design although 52% of messages are opened on a mobile device. What’s more, responsive emails have a 21% higher click-to-open rate than non-responsive emails.
With two new email design awards and 60 responsive templates under his team’s belt, Matt Caldwell, VP of Agency Services at Yes Lifecycle Marketing, will share emerging mobile patterns, mobile design fundamentals, and dos and don’ts in mobile email.
EEC_Yes Lifecycle MarketingMatthew Caldwell
VP, Creative & Agency Services
Yes Lifecycle Marketing


Reactivation the Right Way | Track: Deliverability

Join Craig Swerdloff and Skip Fidura as they walk through the history of email engagement as it relates to deliverability. Learn how best practices have evolved since last year’s EEC. There will be several real-world examples of companies that have struggled to improve deliverability with insufficient customer engagement data. Be prepared for lots of audience participation as we review these case studies as a group and work together to prescribe the right treatments.
EEC_Dotmailer_100x100Skip Fidura
Global Client Services Director
dotMailer
EEC_LeadspendCraig Swerdloff
Co-Founder, CEO
LeadSpend, a part of Experian


Unique Ways to Leverage CRM for Customer Growth, Engagement, and Loyalty | Track: Technology/ Data & Attribution

Marketers are surrounded by data from what is supplied by the consumer directly and what is recorded from activity. It’s overwhelming to visualize how to use it effectivly in our daily campaigns. During this informative session, you will learn how marketers have used their customer data not only to acquire new customers, but also to retarget messages to substantially increase conversion.
EEC_LiveintentDave Hendricks
President
LiveIntent


1 P.M.- 2:30 P.M.

EEC2015 Closing Keynote Luncheon – ISP/Deliverability Panel:
Mythbusters: Deliverability vs. Engagement

 
What’s more important to your email and what do ISP’s really care about? Fact is that ISP’s do not hate you, but are more focused on the real problems of phishing and other security issues that effect their client inboxes. ISP’s are often listening to their clients and watching their engagement rates more today than they ever have before. ISP’s offer a plethora of choices for senders to monitor send rates into the inbox, but leave to you the option of engagement monitoring through your tools. The idea of just getting to the inbox is long gone and the new idea of having your email engaged with is what rules today. Did the client ever look at your email EVEN if it’s in the inbox; that matters. In this engaging and EEC first, hear from the ISP deliverability teams as they share some of their challenges and give you actionable advice on your business goals.
 

Moderated by:
Ryan Phelan
Vice President, Digital Impact Strategic Services
Axiom
 
Dennis Dayman
Chief Privacy Security Officer
Return Path
Panelists
Paul Rock
AOL Mail
 
Matthew Moleski
Comcast
 
John Scarrow
Microsoft
 
Sri Somanchi
Google