Agenda 2023
Email Innovations Summit North America
Live in Las Vegas, June 19 – 21, 2023
Live in Las Vegas, June 19 – 21, 2023
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Tuesday June 20, 2023
Tuesday
Tue
7:30 am
Tuesday June 20, 2023 7:30 am
Registration and Networking Breakfast
Tuesday
Tue
8:50 am
Tuesday June 20, 2023 8:50 am
Keynote – AI in Email: Assistant, Overlord, or Overload?
Speaker: Matthew Dunn, Founder/CEO, Campaign-Genius
Room:Summerlin C
Generative AI exploded into public awareness this year. ChatGPT raced to 1 million users 5 days after launching. Generative art systems like Midjourney and DALL-E 2 morphed from lab rat to scary-monster for creatives seemingly overnight. Hype over AI for the email world is nothing new; is it different this time? In this session, we’ll look at the state of applicable AI solutions and the dynamics behind adoption in the world of email. AI isn’t coming for your email job, but it’s coming to it — sooner than you might think.
Tuesday
Tue
9:40 am
Tuesday June 20, 2023 9:40 am
Powering personalization with first and zero party data
Speaker: Nate Frick, Principal, Enterprise Strategy, Marigold
Room:Summerlin C
With consumer messaging demands rapidly evolving, it’s imperative that personalization acts as a core pillar of email strategies. This session will highlight the complementary roles of first and zero party data, and feature a few brands that have activated on key preference data to drive deeper engagement and tangible business results.
Tuesday
Tue
10:00 am
Tuesday June 20, 2023 10:00 am
Morning Break and Exhibits
Tuesday
Tue
10:30 am
Tuesday June 20, 2023 10:30 am
Unpacking the Key Differences Between Email Marketing Platforms
Speakers: Christopher Marriott, President & Founder, Email Connect Bridgette Darling, Sr. Product Marketing Manager, Customer Journeys applications, Adobe, Inc. Jamshed Mughal, Global Head of Strategy & Services, Marigold Carter Hickingbotham, Director of Worldwide Solutions Consulting, Iterable
Room:Summerlin C
There are so many ESP/CDP/MAPs out there today – what are the differences and how can you make an educated decision about the one that’s best for your organization? Join Chris Marriott and representatives from leading vendors as they discuss key features of an ESP/CDP/MAP and compare/contrast their offerings, to help you understand which type of platform is best for you, now or in the future.
Tuesday
Tue
11:30 am
Tuesday June 20, 2023 11:30 am
Room Change
Tuesday
Tue
11:35 am
Tuesday June 20, 2023 11:35 am
Pull-Ups: A Consumer-centric Approach to Potty Training
Speakers: Rebecca Herwitt, Global Lead for CRM, Pull-Ups Kimberly-Clark Jeannette Kocsis, Associate Director, Digital Marketing, Accenture Song
Room:Summerlin C
Potty training is one of the times in their children’s lives that parents reach out for help. Find out how Pull-Ups shifted from an offer-driven journey approach to a consumer life centric approach where parents can direct their own path and engage with the brand on their terms, paying off in the best ways – with engagement and results.
Learn how we solved for this and how to:
- Plan journeys with consumer research
- Collect and apply first party data
- Address consumers and find out from them what’s going on, rather than relying on engagement data
Tuesday June 20, 2023 11:35 am
Stopping Fraud in its Tracks with Email Address Intelligence
Speakers: Phil Davis, Chief Business Officer, AtData Tim Li, Seed Investor with Carblink and Advisor with Origin Digital & Kem, Carblink
Room:Summerlin D
An email address is the crux of a cashless society. Emails are used when opening bank accounts, completing credit card applications, creating social media handles and developing profiles to make online purchases. Since the pandemic, digital transactions have increased exponentially leaving organizations vulnerable to fraudulent activity. With many organizations requiring an email address in order to complete any digital transaction, implementing a fraud prevention plan that examines the historical data attached to this key identifier helps prevent fraud at the point of entry. This can lead to a greater ability to acquire new customers while also effectively managing risk in the future.
We will focus on:
- The current cashless landscape and where it’s headed
- How an email address is the foundation of cashless transactions
- Sustaining continued growth in a thriving cashless ecosystem
Tuesday
Tue
12:20 pm
Tuesday June 20, 2023 12:20 pm
Lunch and Exhibits – Seating available at The Veranda and Red Rock Terrace
Tuesday June 20, 2023 12:20 pm
Lunch & Learn – Meet your best customers. Again.
Speaker: Joe Meloro, Senior Sales Director, LiveIntent
Room:Summerlin C
Win back your lapsed customers with Email Reactivation from LiveIntent
Tuesday
Tue
1:50 pm
Tuesday June 20, 2023 1:50 pm
Ask Me Anything: Deliverability
Speakers: Keith Kouzmanoff, Postmaster, Inter7 llc Larissa Uredi, CEO, No-Where Consultants Adrian Williams, Founder, Email Angels
Room:Summerlin C
Got questions about deliverability? We’ve got answers! From the challenges of getting B2B email to the inbox to the trials caused by the constantly changing algorithms of mailbox providers, we’ve got you covered. Bring your toughest queries and let our panel of deliverability experts provide you the insight and guidance you need.
Tuesday June 20, 2023 1:50 pm
Uncovering Hidden Issues With Email Marketing Audit
Speaker: Tali Hasanov, Managing Partner, WSI Digital Path
Room:Summerlin D
What secrets are hidden behind your brand’s email marketing statistics? What truths could you uncover if you explore the performance, deliverability, and design of each campaign and automation? Are your emails getting to everyone you want to reach? You’ll only know if you take a step back and review your email program across a few key areas.
We will go through the steps:
- A deep email analysis of the current program
- Align the analyses with business goals and KPI
- Create a strategy that will bring the best ROI for the business
Tuesday
Tue
2:35 pm
Tuesday June 20, 2023 2:35 pm
Room Change
Tuesday
Tue
2:40 pm
Tuesday June 20, 2023 2:40 pm
Case Study: Optimizing ESP Lead Scoring Models Using Analytics
Speakers: Ada Barlatt, Founder and Chief Analytics Officer Operations Ally, Operations Ally Mark Morin, CXO, Strategies.ca
Room:Summerlin C
Curious how to use email data to increase conversion? This presentation is for you! Join us as we share the process and review the high-level results of a joint lead scoring project. Mark will share how he and his team complied a zero-and-first party dataset of prospects and clients. Ada will cover how she analyzed that dataset and identified which factors had the greatest influence on conversion and their relative weight in the conversion process. The presentation will end with a discussion of how Mark and his team used Ada’s data analysis to inform an ESP lead scoring model.
Tuesday June 20, 2023 2:40 pm
Innovating Email Marketing on a Global Scale: How Ergotron Scaled its Email Program to Meet the Demand for Worldwide Automation
Speakers: Karen Talavera, Founder & Email Strategist., Synchronicity Marketing Leah Peroni, Sr. Digital Marketing Communications Specialist, Ergotron
Room:Summerlin D
Ergotron is a US-based global ergonomics company offering a massive product portfolio catering to the workplace and healthcare verticals with teams in China, the Netherlands and Minnesota. In the last 5 years, their email marketing has grown significantly, from only North America to 7 unique EMEA regions plus APAC, and from one language (English) to six. They message multiple unique audience segments ranging from B2C & B2B online buyers, to a B2B reseller channel, to product end-users across all regions, sending to over 200,000 contacts monthly.
Yet there were multiple challenges with scaling. Their legacy ESP was antiquated, limited and not supported by IT, so they needed a new platform which would integrate with the company’s CRM and support global compliance and preferences centers. They also needed technology to automate and optimize production workflows, routing and approvals. And they desired better reporting and intelligence to power ongoing optimization.
Join us for this innovation case study to learn how on a shoestring budget, Ergotron
- conducted an in-house ESP search in record time and migrated to a platform better suited to their needs
- developed hyper-efficient email marketing campaign request, scheduling and production processes at global scale
- leveraged automation, managed global differences in permission and data compliance, and handled language and localization versioning
- Innovated global email operations to more easily evolve and scale in the future
About Ergotron
Ergotron, Inc. is a global leader with 40 years experience in designing ergonomic work and productivity products that connect people and technology to enhance human performance, health and happiness with a focus on healthcare, industrial and office settings. The company has earned more than 200 patents and established a growing portfolio of award-winning brands including WorkFit® and CareFit™, and patented Constant Force™ and LiFeKinnex™ technologies. Ergotron is headquartered in St. Paul, Minnesota, with a presence in North America, EMEA and Asia Pacific.
Tuesday
Tue
3:25 pm
Tuesday June 20, 2023 3:25 pm
Afternoon Break and Exhibits
Tuesday
Tue
3:55 pm
Tuesday June 20, 2023 3:55 pm
Which Test Won: A/B Split Testing Tips and Case Studies
Room:Summerlin C
We all think we have good marketing instincts – but how often are we actually right? Play along and test yourself as Jeanne shares A/B split tests from work she’s done for clients and challenges the audience to guest ‘which test won’ before she reveals the results. Yes, it will be fun. And it will be fast – so we can get as many tests in as possible. But you will walk away with practical tips and ideas you can test with your own email marketing program to boost results.
You’ll learn:
- What types of tests are likely to generate the largest lifts
- Why quality hypotheses are key to testing (and how to develop them)
- Which metric you should use for a KPI based on your business goals
- How to use scientific method to get the most out of your results
Tuesday June 20, 2023 3:55 pm
Email + SMS: A Matchup Made for Sunday Night
Speaker: Corrina Cohen, Business Engagement Manager - CRM & Marketing Automation, NBCUniversal
Room:Summerlin D
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.
- 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
Tuesday
Tue
4:40 pm
Tuesday June 20, 2023 4:40 pm
Room Change
Tuesday
Tue
4:45 pm
Tuesday June 20, 2023 4:45 pm
Introducing the 2023 Masters of Email Marketing Metrics
Speaker: Elizabeth Jacobi, Founder, MochaBear Marketing
Room:Summerlin D
10 Questions, 10 Chances to Prove That You’re an OI Master of Email Metrics! Starting in April, you’ll be able to take the quiz here (https://www.surveymonkey.com/r/oimetrics), then attend this session to find out how you did. We’ll walk through all the answers, providing support for each one and taking questions. Then we’ll announce the names of those who got them all right to earn the title ‘OI Master of Email Marketing Metrics.’
You’ll learn:
- The difference between descriptive, predictive, and prescriptive analytics – and why it matters
- Why click-through rate (CTR) is rarely a good key performance indicator (KPI)
- How business metrics differ from diagnostic metrics –and how to effectively use both in your reporting
- Much more about how to improve your email marketing results by upping your metrics IQ
Tuesday
Tue
5:30 pm
Tuesday June 20, 2023 5:30 pm
Networking Reception in the Exhibit Hall
Tuesday
Tue
6:45 pm
Tuesday June 20, 2023 6:45 pm
Dinner with Friends – sign up in the app
Wednesday June 21, 2023
Wednesday
Wed
8:00 am
Wednesday June 21, 2023 8:00 am
Registration and Networking Breakfast
Wednesday
Wed
8:50 am
Wednesday June 21, 2023 8:50 am
Keynote – Business, Law, and Risk in 2023: What You Need to Know About Current and Future Privacy Enforcement Priorities and Trends
Speaker: Reed Freeman, Partner and Co-Chair, Privacy Group, ArentFox Schiff LLP
Room:Summerlin C
Privacy and consumer protection law has changed dramatically since the GDPR and the CCPA were enacted in 2018. Five new comprehensive laws have taken or will take effect in 2023, and many more are pending in state legislatures this year. Now comes enforcement, one of the key drivers of risk analysis. Some of the key areas of enforcement, by regulators and in private, class action cases are already apparent:
- Children’s privacy and design for children
- Targeted advertising and profiling (so-called “commercial surveillance”)
- Dark patterns in user interfaces and consumer choice mechanisms;
- Collection and use of biometric identifiers by employers and consumer-facing companies;
- Display of videos and the use of social media pixels;
- Use of online session replay scripts and online chat features; and
- Collection and use of location data.
We are also starting to see new and very aggressive remedies applied by the regulators, including detailed requirements and prohibitions on corporate officers, which follow them in any job they take for 20 years, disgorgement of data and algorithms that create data, and restrictions on the collection of data going forward.
This presentation will explore these issues and more as we unpack what’s new, what’s coming, and what it means for you and your business in 2023 and beyond.
Wednesday
Wed
9:40 am
Wednesday June 21, 2023 9:40 am
Morning Break and Exhibits
Wednesday
Wed
10:30 am
Wednesday June 21, 2023 10:30 am
Six Powerful Metrics for Email Marketing
Speaker: Kath Pay, CEO & Founder, Holistic Email Marketing
Room:Summerlin C
In some ways, email marketing is one of the easiest channels to measure – but are opens and clicks the correct metrics to be using? Or can you gain more meaningful and actionable insights by adding other metrics into your reports? If so, which ones?
Join us as Kath Pay, CEO of Holistic Email Marketing, unveils the email metrics that you should be monitoring in order to make the best email marketing decisions for your business and ultimately your customers.
After this session you’ll be able to:
- Identify which metrics will give you the competitive advantage you require
- Make business decisions with confidence using reliable metrics
- Understand how attribution in email isn’t infallible
Wednesday June 21, 2023 10:30 am
Bedside Manner for Brands / Interpreting Voice to Tone
Speaker: Tim Yeadon, Principal & Creative Director, Clyde Golden
Room:Summerlin D
Bedside Manner for Brands is a topic I love – because when you’re copywriting, you always need to take tone into account, but our brand voice guides rarely give us the guidance we need to get our tone just right as we traverse the customer journey. This presentation outlines a framework that will help you infer the likely mood and needs of your customer at any point in the customer journey, allowing you to test and develop the correct tone. Because getting your tone right leads to a better experience, and in turn, brand loyalty.
Wednesday
Wed
11:15 am
Wednesday June 21, 2023 11:15 am
Bridging the gap between Innovation and Marketing
Speaker: Bob Sybydlo, Sr. Director Marketing Technology and Transformation, Enverta Digital
Room:Summerlin C
“Bridging the Gap between Innovation and Marketing” will explore the crucial relationship between innovation and marketing in today’s business and mar/tech landscape. It emphasizes the need for organizations to align these two functions when looking into the future and to drive their success.
Wednesday
Wed
11:30 am
Wednesday June 21, 2023 11:30 am
Room Change
Wednesday
Wed
11:35 am
Wednesday June 21, 2023 11:35 am
45 Great Ideas in 45 Minutes
Speakers: Tali Hasanov, Managing Partner, WSI Digital Path Genna Matson, Principal, Oddtistic Jenny Maglio, Director of Marketing Automation, Laughlin Constable
Room:Summerlin C
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!
Wednesday June 21, 2023 11:35 am
BIMI: An Unexpected-ly Long Journey
Speaker: Ryan Hofmann, VP, CRM & Channel Marketing, Forever21
Room:Summerlin D
Join Ryan on his quest to implement brand indicators for message identification (BIMI), a journey which will take him and his team into surprising new realms of DMARC, scalable vector graphics code, verified mark certificates, support escalations, content delivery networks, IP holding companies, and trademark disputes, all in an effort to stave off the hordes of vicious spammers and evil inbox impersonators and bring a measure of safety and security to Forever 21’s customers.
Wednesday
Wed
12:20 pm
Wednesday June 21, 2023 12:20 pm
Lunch and Exhibits in Charleston Ballroom – Seating available at The Veranda and Red Rock Terrace
Wednesday June 21, 2023 12:20 pm
Lunch & Learn – Reactivate Your Audience without Guesswork and Risk
Speaker: Elizabeth Jacobi, Founder, MochaBear Marketing
Room:Summerlin D
Join Paul Shriner and Elizabeth Jacobi as they walk through the dos and don’ts of an email reactivation program. In this high energy and engaging educational session you will learn:
- Why subscribers lose interest in your brand
- How to identify when a subscriber is losing interest before they are totally inactive
- What inactive looks like
- Who should be included in your reactivation segments
- What you should send to reactivate subscribers
- How to avoid the perils of a reactivation campaign
This will be an interactive session in a safe space. Bring your questions and challenges and we will work them out together.
Wednesday
Wed
1:50 pm
Wednesday June 21, 2023 1:50 pm
99 Problems and They Are All Your Data
Speaker: Keith Kouzmanoff, Postmaster, Inter7 llc
Room:Summerlin C
In this session a discussion on multiple topics like email marketing strategies, event driven emails, triggered email marketing, marketing automation, campaign performance with a focus on data and data intelligence. The difference between email deliverability and inbox performance.
Wednesday June 21, 2023 1:50 pm
Segmenting Your Audience: Finding Patterns in the Data
Room:Summerlin D
Segmenting your email list can lead to much higher engagement and conversions by targeting your content more effectively. But how do you segment your audience? We all know we should, but often may struggle with how to do it effectively. How do you explore demographic attributes and engagement behavior? Should you use K-Means clustering or CHAID analysis, or some other technology buzzword? Join Paul and Luke as they review AI-based techniques to find the hidden segments that lurk in your mailing list, including case study presentation highlighting successes and challenges
Wednesday
Wed
2:35 pm
Wednesday June 21, 2023 2:35 pm
Room Change
Wednesday
Wed
2:40 pm
Wednesday June 21, 2023 2:40 pm
What could you achieve with an extra day every week?
Speaker: Hannah Bink, Senior Director, Digital Marketing and Operations, Scaled Agile
Room:Summerlin C
Organizing marketing around the delivery of value, versus functional silos, means improving the lives of employees and improving outcomes. Scaled Agile recently went through such a journey, reorgainizing their marketing department around how value is delivered to the customer, rather than themselves. In less than a year their marketing department became 20% more productive without any change to headcount or hours worked a week. In this session, Hannah Bink, Sr Director of Digital Marketing and Operations, will outline how they implemented Lean and Agile principles to gain the equivalent of an entire extra day every week.
Wednesday June 21, 2023 2:40 pm
Email Visualization with Tableau
Room:Summerlin D
In this informative session, Luke Glasner will show you how to use tableau how to better understand your email program using Tableau. Learn different ways of presenting your email data for different audiences such as executive team vs your fellow email team members. Save time and effort by automating data retrieval using either built in connectors or how to build your own connect to work with any ESP. How to build your own dashboards, charts, and tables in Tableau.
In this session attendees will learn:
- What email related metrics to focus on for different audiences
- How to create calculations, filters, and reference lines to add clarity to your reporting
- How to import data using built in connectors and how to build a simple WDC to pull data via API
- Real world examples of charts and dashboards I use directly from my consulting practice
Wednesday
Wed
3:25 pm
Wednesday June 21, 2023 3:25 pm
Afternoon Break and Exhibits
Wednesday
Wed
3:55 pm
Wednesday June 21, 2023 3:55 pm
AI-Powered Email Marketing: Case Studies, Results, and Collaborative Insights
Speaker: Elizabeth Jacobi, Founder, MochaBear Marketing
Room:Summerlin C
Get ready for an immersive and interactive session on the transformative role of artificial intelligence (AI) in email marketing. Join industry experts Jeanne Jennings from Email Optimization Shop and Elizabeth Jacobi from Mochabear Marketing as they share their valuable experiences, case studies, and tangible results achieved through the implementation of AI in email marketing campaigns.
During this dynamic session, Jeanne and Elizabeth will dive deep into their real-world applications of AI, showcasing how it has impacted research, campaign brief creation, and email copywriting. They will walk you through practical examples and demonstrate the potential benefits of leveraging AI to optimize your email marketing efforts.
But that’s not all! This session goes beyond the typical presentation format. Jeanne and Elizabeth will actively engage the audience, fostering an open discussion and collaboration. They will encourage attendees to share their own experiences using AI, ask burning questions, and collectively crowdsource answers. This interactive approach will enable you to tap into the collective wisdom of fellow email industry professionals and gain valuable insights from diverse perspectives.
Key session highlights include:
Case Studies and Success Stories: Discover real-world examples of how AI has been successfully implemented in email marketing campaigns. Explore the strategies, tactics, and tools used.
Measurable Impact: Learn how AI has impacted key performance metrics such as open rates, click-through rates, conversions, and customer engagement. Gain a deeper understanding of how AI-powered email marketing can drive tangible business growth.
Collaborative Discussion: Engage in an open and inclusive conversation with Jeanne, Elizabeth, and fellow attendees. Share your own experiences, challenges, and ideas related to AI in email marketing. Benefit from the collective knowledge and expertise of the audience.
Crowdsourced Solutions: Experience the power of collaborative problem-solving as Jeanne and Elizabeth facilitate a brainstorming session. Together, we’ll explore innovative approaches, uncover best practices, and crowdsource answers to common challenges faced in AI-driven email marketing.
Whether you’re a seasoned email marketer or new to the world of AI, this interactive session offers a unique opportunity to learn from industry leaders, share your insights, and collectively shape the future of AI in email marketing. Don’t miss this chance to join Jeanne Jennings, Elizabeth Jacobi, and an engaged community of professionals in an exciting and collaborative exploration of AI-powered email marketing.
(And yes, this session title and description was written by ChatGPT – but then edited by Jeanne and Elizabeth)
Wednesday
Wed
4:40 pm
Wednesday June 21, 2023 4:40 pm
Room Change
Wednesday
Wed
4:45 pm
Wednesday June 21, 2023 4:45 pm
5 Experts, 5 Minutes
Speakers: Matthew Dunn, Founder/CEO, Campaign-Genius Christopher Marriott, President & Founder, Email Connect Jenny Maglio, Director of Marketing Automation, Laughlin Constable
Room:Summerlin C
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 last year, and we’re excited to be bringing it back!
Wednesday
Wed
5:30 pm
Wednesday June 21, 2023 5:30 pm