Agenda 2022

Email Innovations Summit North America
Live in Las Vegas, June 20-22, 2022

Half Day Workshop – 8:00am – 12;00pm

Joe Torre said “Sex is like pizza. When it’s good it’s REALLY good. When it’s bad, it’s still pretty good.”
Email marketing performance is like pizza. The cost to send an email is so low that it’s not difficult to generate a positive return-on-investment (ROI). That’s good.
But what makes email marketing performance REALLY good is ongoing strategic testing. Testing drives double- and triple-digit gains in ROI, conversions, list growth and other key performance indicators for. Best of all, the right testing approach builds on past gains, so at the end of the year you’ll see exponential growth in your bottom line.
Learn with examples, case studies and test results – and you’ll get the chance to apply what you learn in interactive, group and solo exercises during the workshop. Topics we’ll cover include:

• Where to get inspiration for tests
• How to develop an effective hypothesis to test
• Keys to structuring a test to get clean results
• Tips for maintaining an ongoing testing program
• How to become an email testing rock star in your organization

Not only will you leave with the knowledge you need to implement testing with your own email program – you’ll be excited and inspired to do so. Join us!

The last two years have seen not only an accelerated digital transformation by companies, but also by consumers. Companies that had been “toying” with the idea of implementing CDP’s or advanced data practices were now jumping in with the whole team in the midst of data fluidity and the loss of effective channels. The good news? Email saved the day, time after time. We didn’t need a physical store, search term or display ad. We had the consumers email address. Based on this transformation, email can transform as well by tapping into that sense of urgency across organizations and work to achieving personalization at-scale.

Join Ryan Phelan in an energetic and compelling discussion around what we as an industry should be celebrating in our salvation of marketing during COVID, and talk about the path that is before us. What do we need to do? What’s the mindset we need to have and how do we conquer this unique moment in time where our dreams of innovation through data complexity, realized in email, can finally happen.

Implementing machine learning can unlock huge untapped potential to personalize across a brand’s marketing channels. Connecting high-value consumers with their ideal next-best message influences every facet of business from prospecting through marketing, sales and customer experience. In this session we’ll uncover 5 ways Machine Learning can positively influence your customer journey, with email use cases that scale for enterprise success.

Caesars set an ambitious email marketing goal in 2017: Increase email volume via more targeted emails without increasing headcount. Chris and Tonya did just that. Instead of untargeted email blasts, Caesars now sends thousands of individual email campaigns each month to highly targeted audiences with only a handful of team members. This presentation will highlight how they were able to reduce headcount while exponentially increasing volume and revenue while decreasing errors through a unique data-driven approach. Join us to learn more about what we did, how we did it and how you can drive more personalization, customization and effectiveness in your email program.

Two years ago at this conference I spoke about what I saw as the upcoming collision of ESPs and CDPs (customer data platforms).  We are now in the post-collision era, and in this session we will explore the dramatic changes in the ESP and CDP vendor landscape coming out of this collision.  CDPs that function as ESPs and ESPs that function as CDPs are only one of the dramatic changes taking place in the market.  For brands, the struggle to understand what platforms they need to compete is harder than ever, and the risks of “over-platforming” are increasing.  By the end of this session, you will be better prepared to navigate your company through the vendor selection and evaluation process.

Whether you’re an experienced copywriter or someone who cringes at a blank page, the art and science of writing for email can make anyone second-guess themselves. This presentation will explore eight principles of writing email campaigns that will make your next effort more effective and engaging. With a combination of case studies and personal professional lessons (good and bad), Matt Pusateri, Senior Director of Marketing at the Museum of Life and Science, will share insights on the best do’s and don’ts for using words to motivate your audience to action.

A year ago Apple announced it’s Mail Privacy Protection (MPP) initiative and Only Influencers was one of the first to host a webinar to discuss the implications for email marketers. 

The industry response has been mixed. Some are separating MPP opens from other opens in their analysis, others are using open rates as they are but acknowledging a larger margin of error, and others have stopped relying on open rates altogether. 

Join us as we talk about the impact of MPP as well as how the industry has responded. We’ll also take your questions, both in advance and live, about everything and anything related to MPP.

Is BIMI the next big ‘thing’ in email marketing, the ‘must do’ for 2022? Or is it just another over-hyped tactic that will fade away before we hit 2023? Join Brian Sisolak and a speaker to-be-determined as they square off, debate style, on the promise and problems of BIMI, as well as discussing the pros and cons of other ways to get your brand logo in the inbox without BIMI. Then make up your own mind. 

Competition is fierce with everyone creating and publishing content. Don’t buy the email list, buy the company that owns the traffic and email list. Growth opportunities exist to generate new cash flow, reach a new audience, reduce or eliminate paid advertising with Facebook, Google, etc. The economics, numbers, and data behind this proven strategy (think Intuit/MailChimp, Hubspot/Hustle) at a much smaller scale for the SMB market.

Looking for inspiration? Our panels of experts will deliver! You’ll get 45 ideas for ways to improve your bottom line results in just 45 minutes. We’ll cover strategy, tactics, production, copy, design, segmentation, and more. You’ll leave with a short list of things you can implement as soon as you get back to your office!

No channel is an island! An effective marketing strategy needs to leverage email plus other channels and tactics. But how do you make them work together? And where do you start? 

Join our panel of experts, people with experience not just in email but also in SMS, influencer marketing, mobile, and more, as they discuss how they expanded their careers and their campaigns.  

Are you smarter than an email expert? Now’s your chance to find out! Jenna Devinney hosts a live version of Webbula’s popular ‘Are You Smarter Than an Email Expert’ online challenge. We’ll be asking for volunteers to join us on stage; but you can also participate and test your knowledge from the audience. Either way you’ll expand your understanding of email metrics, deliverability, history, and more! It will be fun – and if you get all the answers right you’ll claim bragging rights. Join us!

Email is quietly morphing from a quasi-free-range direct Internet technology to an hourglass-shaped market structure; in the middle, a small handful of inbox providers are increasingly shaping how email works end-to-end, with little to no input from top or bottom.  Apple’s MPP is the most visible recent example; Gmail’s promotions tab is another. Did consumers ask for “spy pixels” to be blocked, or was it brand opportunism?  Did Gmail recipients ask for a “promotions tab”, or did they simply accept the feature when it showed up?

Fractured market share at the top (marketer/platform) of the glass and lack of an industry association has left marketers with little opportunity to push back or influence this shift. Teams and time go to tactical and technical battles gauged to the old free-range landscape; entire sub-industries (e.g. deliverability) have sprung up to run continual patches on the gaps.  

That the email channel hasn’t been hijacked wholesale is mainly a coincidence; the battle of the mobile duopoly (Apple/Google) has created an inadvertent neutrality.  Google takes away inbox placement, but leaves open rates. Apple has flooded open rates, but left customer-location.  Google pushed AMP; without Apple support, it’s dead.

Improving open rates and conversion rates is often a top priority, but a lot of marketers aren’t monitoring deliverability nearly as closely. Join Nick Schafer, Manager of Deliverability & Compliance at Inboxready by Sinch, for this session covering the key signals you need to understand in order to drive higher email ROI through a deliverability-first approach. Which leading and lagging indicators should you watch to better diagnose deliverability issues? What common pitfalls do most marketers miss? Which tools can help you boost the deliverability of your campaigns? Monitoring deliverability is hard, but it becomes a lot easier once you attend this session.

If your email messages don’t reach the inbox, it’s unlikely your recipients will act on them. Yet in our OI Metrics Quiz earlier this year, more than 25% of email professionals didn’t know the difference between delivery rate and the deliverability rate. Many in the industry mistakenly believe that their send platform is responsible for deliverability, when it’s really up to the sender.

Join our panel to get the latest on deliverability, in layman’s terms. You’ll learn how to determine if you have a deliverability issue, what to do if that’s the case, and how to protect your deliverability going forward.

We all made it through the General Data Protection Regulation (GDPR), the California Consumer Privacy Act (CCPA), and California’s Privacy Rights Act (CPRA). Up next – the EU’s Digital Markets Act (DMA) and the UK’s Online Safety Bill. 
Online privacy and security is a hot topic right now and policies being considered and/or put in place in the EU and the UK are often a preview of what marketers in the US will see soon. So no matter where you or your email audience is based, you’ll want to attend this panel discussion to get the latest on privacy and security regulations – along with practical steps you can take now and plans you should begin drafting for future compliance. 

In 2019, the Only Influencers Diversity Committee set a goal: to have the racial mix of professionals in the email industry match the racial mix of the population at large by January 2025. Join us as we discuss the results of our latest ‘racial diversity in the email industry’ survey and provide you practical ideas to increase diversity in your organization and the industry, to help us meet this goal. 

The pandemic thrust us all into a never-been-here-before scenario where much changed, both in our work and personal lives. So what did we learn? 

Which ‘before days’ things are we happy to be getting back to? And which ‘pandemic plans’ do we intend to continue to embrace long after COVID is behind us? Bring your thoughts and questions to share with our panel. 

Your palms are sweaty, email links and copy are heavy
There’s rendering issues, but you’re not ready
Outlook is messy
You’re nervous, but to your boss, you are calm and ready
Pause the email, but ya keep forgetting that email process should be steady

Snapback to reality
Oh, there goes your sanity……

Any of this sound familiar with your email program? Join Andrew Kordek of iPost,  Jen Swafford of Vertex Communication, two industry veterans, in a fireside chat about improving your email production process to ensure that your emails go out perfectly every time.  A solid process can mean the difference between getting an email from a C-Level that something is wrong, losing revenue, and being called out on social vs. a flawless send every time.

We promise to share stories, provide guidance, and perhaps even a few laughs that will have you leaving the session with laser focus tactics to elevate your production process.

Buckle up for email production nirvana.

With the new privacy features of iOS 15, PRO Compression, a D2C brand of premium compression socks, needed to rethink their customer engagement strategy to continue to scale their email program. Considering the effects of iOS 15 on the validity of open rates, Alchemy Worx provided a strategy that adapted the metrics relied upon for defining success and engagement. The focus was shifted to bottom-funnel metrics that were stronger indicators of campaign effectiveness and sales. This approach gave PRO Compression an opportunity to rethink how they would approach their campaigns and segments and define their strategy moving forward. Alchemy Worx re-engineered their email strategy to put the focus on customer intent. The new multi-pronged approach, based on audience type, employed a combination of historical site activity data, click data, and conversion data to ensure the capture of the entire digital funnel. Find out how this approach enabled PRO Compression to validate the success of their tests with stronger bottom-funnel metrics.

Join Jeanne for this fast-paced session and you’ll:  Learn why A/B split testing is critical to ongoing email marketing successView real-life email marketing A/B split tests – and see how your guesses on the outcome compare to actual resultsGet inspiration to develop your own A/B split testing plan to boost the performance of your email marketing program

Do you know your click-through rate from your click-to-open rate from your click reach rate? How about the best conversion rate for your email marketing? Join us for this fast-paced session where members of the Only Influencers Metrics Project committee will let you test your advanced email marketing metrics expertise! You’ll learn what you know – and you’ll get the information you need on what you don’t know. Best of all, we’ll have some fun with it! 

Want to get a head start? Check out www.oimetrics.com to see the committee’s work to date and study up so you ace the quiz! 

What questions do you have after 2 days of EIS sessions? What’s still out there that you’re wondering about? Submit a question online during the conference and we’ll give our 5 email expert panels each 1 minute to answer. We’ll get to as many questions as we can during the session. This was one of the most popular sessions at ClickZ email conferences back in the day, and we’re excited to be bringing it back!