Email Optimization Summit: Content, Design, Mobile, & CRM

07:40 - 08:05 Networking Breakfast & Registration


08:05 - 08:15 Welcome Remarks & Benchmarking Study


08:15 - 08:30 Chairperson’s Opening Remarks for Email Summit

Rob Deichert - Managing Director, North America Criteo
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Rob Deichert

Managing Director, North America
Criteo

08:30 - 08:55 Keynote: CRM Programs That Move The Needle

Traci Milholen Inglis - SVP Marketing JustFab, Inc
Customer retention is part science, part art. See how JustFab, Inc, one of the world’s largest and fastest growing fashion eCommerce companies, is using data (ie science) to artfully take their email and CRM program to a new level. Traci will walk through several examples and you’ll walk away with specific actionable takeaways.
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Traci Milholen Inglis

SVP Marketing
JustFab, Inc

08:55 - 09:20 Keynote: What Everyone Is Talking About , No One Is Doing

Nathan Decker - Director eCommerce evo
You hear people talk about “personalization”, “one to one communication”, “automation” and “communicating in real-time” at every turn. These concepts are a lot like sex in high school: everyone is talking about it, few are doing it. Even less are doing it well. This session will focus on the explosion of possibilities available as email technology opens the door for e-tailers to create exceptional experiences based on millions of online interactions. Cart Abandonment programs are just scratching the surface. Get into the nitty gritty details, the obstacles to actually making it happen, including challenges along the way.

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Nathan Decker

Director eCommerce
evo

Email remains one of the most cost effective acquisition and retention tools available to marketers, but it is changing rapidly. Gmail has changed its inbox significantly over the course of the last several months. Stay on the cutting edge of the evolution of email after this kick-off interactive panel.

What have you found to be effective in your email campaign? What is your strategy?
How do you best execute your email creative?
In terms of changes in HTML5, what’s coming that you should be leveraging (embedded videos in email, etc.)?
Trigger emails – what are the most important customer actions or inactions where you should use triggered emails?
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Benilda (Bendee) Anzures

Sr. Director Customer DB Marketing
Beachbody

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Marc Schweid

Director of Marketing Ecommerce
Orchard Brands

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Jennifer Heim

Marketing Retention Manager
Silver Star Brands

Jamie Braxton

Marketing Manager
US Mattress

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Rob Brosnan

Chief Product Officer
StrongView

10:00 - 11:20 Interactive Roundtables

Get Your Email Challenges Solved By Expert Roundtable Moderators From:

Table 1:Inform Your Email Content Strategy With Powerful Insights
Moderator: Heather Blank, VP Digital Solutions, Datalogix
Retail Moderator: Chris Titer, Group Brand Manager, GARDENS ALIVE

Table 2: Making Changes In Your Ecosystem: The Decision Guidelines To Success
Moderator: Jake Williams, Director Earned Media ,Smarter Remarketer
Retail Moderator: Aaron Buchanan, Digital Personalization Manager, Finish Line

Table 3: Use Product Behavior, Not Just Customer Behavior In Your Automated Emails
Moderator: Fayez Mohamood, Co-Founder and CEO, Bluecore
Retail Moderator: Rich Howard, eCommerce General Manager, Camping World

Table 4: Increasing Customer Retention & Revenue With Data-Driven Emails
Moderator: Sean Mitton, Account Executive, Windsor Circle
Retail Moderator: Cortney Wright, VP, Artbeads.com

Table 5: Learn How True Real-Time, Product-Level Recommendations Can Deliver 5x More Conversions
Moderator: Antoine Devos, VP US Email Sales and Operations, Criteo

Table 6: Lessons Learned From 2014 Cyber Monday And Black Friday
Moderator: Gavin Laugenie, Email Marketing Consultant, dotmailer
Retail Moderator: Leah Emami, Digital Marketing Specialist, Vizio

Table 7: Innovation In Acquisition: Leveraging Big Data And Real-Time Interaction To Grow Your Database
Moderator: Matt Conlin, Co-Founder and President, Fluent
Retail Moderator: Bruce Hammonds, Director of Marketing, Dealnews.com

Table 8: You Can Do It - Automating Your Triggered & Transactional Campaigns
Moderator: Chris Frasier, Sr. Director, Client Success, BlueHornet
Retail Moderator: Diana Primeau, Director, Member Services, CBS Interactive

Table 9: Lead Nurturing as a Foundation of Client Retention
Moderator: Michael Chadala, Head of EMEA Business Development, GetResponse


11:20 - 11:50 Morning Coffee & Refreshments


With a passion for online marketing, our panelists are responsible for driving the digital strategy at a range of organizations, many of which managing multiple brands. Suffice to say, that is a lot of content to manage. They’ll review content strategies such as instructional content, blogs, how-to content and myriad ways to develop intriguing and engagement content that increases open rates and guarantees deliverability.

Delivering content to the customer rather than just selling through email as the inbox becomes
increasingly important
Engaging a prospect even if they aren’t poised to purchase on a particular day
Developing an accurate content schedule for non-sales emails
Working through potential internal resource challenges around email scheduling
Leveraging social media and customer education as content examples (customer quotes, styling tips, a review of the merchandising process, etc.)
Introducing Blog content into your email program
Getting through the inbox “clutter” and getting your customers to open your emails
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Tari Huddleston

Director eCommerce & Digital Strategy
VF Corp.

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Marc Schweid

Director of Marketing Ecommerce
Orchard Brands

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Cassie Coletti

Director eCommerce & Digital
Lacoste

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Doug Heise

Global Product Marketing Director
CoreMedia

12:25 - 12:50 Using Content To Battle A Challenging Customer Lifecycle

Shana Kelly - Digital Marketing Manager Black Lapel
Learn how Black Lapel, an online retailer specializing in men’s custom apparel, is taking their unique content approach and infusing it into their email program. With a prominent style journal and loyal social following, Black Lapel has set an industry example of content done right. Get an in-depth look at how Black Lapel is taking their content focused marketing and using it as a core value in their up and coming email program.

• How to bring content to emails - no matter what it is you’re selling
• Learn about the importance of content in an email program
• The definition of “content” and why it’s not as resource dependent as you may think
• The areas of your email program you should be bringing content to
• Long term value vs. immediate sale
• Actionable items you can take now to better improve your customer’s email experience


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Shana Kelly

Digital Marketing Manager
Black Lapel

12:50 - 13:30 Interactive Roundtables

Get Your Email Challenges Solved By Expert Roundtable Moderators From:

Table 1: Inform Your Email Content Strategy With Powerful Insights
Moderator: Heather Blank, VP Digital Solutions, Datalogix
Retail Moderator: Chris Titer, Group Brand Manager, GARDENS ALIVE

Table 2: Making Changes In Your Ecosystem: The Decision Guidelines To Success
Moderator: Jake Williams, Director Earned Media , Smarter Remarketer
Retail Moderator: Aaron Buchanan, Digital Personalization Manager, Finish Line

Table 3: Use Product Behavior, Not Just Customer Behavior In Your Automated Emails
Moderator: Fayez Mohamood, Co-Founder and CEO, Bluecore
Retail Moderator: Rich Howard, eCommerce General Manager, Camping World

Table 4: Increasing Customer Retention & Revenue With Data-Driven Emails
Moderator: Sean Mitton, Account Executive, Windsor Circle
Retail Moderator: Cortney Wright, VP, Artbeads.com

Table 5: Learn How True Real-Time, Product-Level Recommendations Can Deliver 5x More Conversions
Moderator: Antoine Devos, VP US Email Sales and Operations, Criteo


Table 6: Lessons Learned From 2014 Cyber Monday And Black Friday
Moderator: Gavin Laugenie, Email Marketing Consultant, dotmailer
Retail Moderator: Leah Emami, Digital Marketing Specialist, Vizio

Table 7: Innovation In Acquisition: Leveraging Big Data And Real-Time Interaction To
Grow Your Database
Moderator: Matt Conlin, Co-Founder and President, Fluent
Retail Moderator: Bruce Hammonds, Director of Marketing, Dealnews.com

Table 8: You Can Do It - Automating Your Triggered & Transactional Campaigns
Moderator: Chris Frasier, Sr. Director, Client Success, BlueHornet
Retail Moderator: Diana Primeau, Director, Member Services, CBS Interactive

Table 9: Lead Nurturing as a Foundation of Client Retention
Moderator: Michael Chadala, Head of EMEA Business Development, GetResponse

13:30 - 14:30 Lunch & Networking


14:30 - 14:55 Using Content to Build Your Brand, Engage Subscribers And Increase Revenues

Marcia Oakes - Sr. Online Marketing Manager Calendars.com

For ecommerce retailers, it’s easy to become locked into “Buy Now!” promotional campaigns. It can be difficult to deviate from sales-focused messages when year-over-year revenue metrics are at stake. Additionally, though we’ve all heard content marketing is important for engagement, email marketers can struggle with what this means for their brand and how to incorporate it into their messaging mix without jeopardizing their promotional campaigns. In this case study session from Calendars.com, you’ll learn how a seasonal retailer tackled the challenge of engaging its subscribers year-round with brand-enhancing content marketing, all without compromising the success of its traditional promotional campaigns. The case study is about their “Flip Day” email newsletter, which won the “Connect and Integrate” award at the 2014 MarketingSherpa Email Summit. Learn how a seasonal e-retailer tackled the challenge of engaging subscribers year-round with brand and loyalty enhancing content marketing.

How to ensure your design, content and “voice” work together to positively reinforce your brand
Managing expectations for the executive team
Monitor your metrics and adjust strategy as needed
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Marcia Oakes

Sr. Online Marketing Manager
Calendars.com

14:55 - 15:55 Interactive Roundtables

Get Your Email Challenges Solved By Expert Roundtable Moderators From:

Table 1: Inform Your Email Content Strategy With Powerful Insights
Moderator: Heather Blank, VP Digital Solutions, Datalogix
Retail Moderator: Chris Titer, Group Brand Manager, GARDENS ALIVE

Table 2: Making Changes In Your Ecosystem: The Decision Guidelines To Success
Moderator: Jake Williams, Director Earned Media , Smarter Remarketer
Retail Moderator: Aaron Buchanan, Digital Personalization Manager, Finish Line

Table 3: Use Product Behavior, Not Just Customer Behavior In Your Automated Emails
Moderator: Fayez Mohamood, Co-Founder and CEO, Bluecore
Retail Moderator: Rich Howard, eCommerce General Manager, Camping World

Table 4: Increasing Customer Retention & Revenue With Data-Driven Emails
Moderator: Sean Mitton, Account Executive, Windsor Circle
Retail Moderator: Cortney Wright, VP, Artbeads.com

Table 5: Learn How True Real-Time, Product-Level Recommendations Can Deliver 5x More Conversions
Moderator: Antoine Devos, VP US Email Sales and Operations, Criteo

Table 6: Lessons Learned From 2014 Cyber Monday And Black Friday
Moderator: Gavin Laugenie, Email Marketing Consultant, dotmailer
Retail Moderator: Leah Emami, Digital Marketing Specialist, Vizio

Table 7: Innovation In Acquisition: Leveraging Big Data And Real-Time Interaction To
Grow Your Database
Moderator: Matt Conlin, Co-Founder and President, Fluent
Retail Moderator: Bruce Hammonds, Director of Marketing, Dealnews.com

Table 8: You Can Do It - Automating Your Triggered & Transactional Campaigns
Moderator: Chris Frasier, Sr. Director, Client Success, BlueHornet
Retail Moderator: Diana Primeau, Director, Member Services, CBS Interactive

Table 9: Lead Nurturing as a Foundation of Client Retention
Moderator: Michael Chadala, Head of EMEA Business Development, GetResponse

15:55 - 16:10 eTail Best-In-Class Award Finalists Presentations

Jean-Michel Boujon - VP eCommerce Bookrenter.com
Have you entered your nomination for the Email Best-In-Class Award? This is your chance to nominate either yourself or a retail peer. Winners will be honored during a reception on February 19th. Nominees will present their amazing programs during the conference!

Jean-Michel Boujon

VP eCommerce
Bookrenter.com

16:10 - 16:25 eTail Best-In-Class Award Finalists Presentations

Aaron Buchanan - Digital Personalization Manager Finish Line
Have you entered your nomination for the Email Best-In-Class Award? This is your chance to nominate either yourself or a retail peer. Winners will be honored during a reception on February 19th. Nominees will present their amazing programs during the conference!

Aaron Buchanan

Digital Personalization Manager
Finish Line

16:25 - 17:15 Afternoon Coffee & Refreshments/Conclusion Of Email Optimization Summit


17:15 - 17:59 Retailer-Only Networking: Meet With Retail Peers From Similar Sized Organizations- Find Your Match

Kick start the conference with tons of retail contacts. Meet with retailers who are in similar size organizations to network and discuss challenges (and solutions). Spaces are limited for each workshop.

1. 0-25 million in online revenues – Hosted By Brandon Finch, Director eBusiness, Jelly Belly

2. 25 – 100 million in online revenues – Hosted By Shana Kelly, Digital Marketing Manager, Black Lapel

3. 100 – 500 million in online revenues – Hosted By Jodi Kahn, Chief Consumer Officer, FreshDirect

4. 500 million in online revenues – Hosted By Traci Inglis, VP CRM and Research, JustFab, Sean Popen, Sr Director, Ecommerce Marketing, Office Depot
Danielle Harvey, Director Customer Insight and Optimization, Wyndham Worldwide

17:59 - 18:00 Conclusion Of Retailer-To-Retailer Networking Workshops

Kick start the conference with tons of retail contacts. Meet with retailers who are in similar size organizations to network and discuss challenges (and solutions). Spaces are limited for each workshop.

1. 0-25 million in online revenues – Hosted By Brandon Finch, Director eBusiness, Jelly Belly

2. 25 – 100 million in online revenues – Hosted By Shana Kelly, Digital Marketing Manager, Black Lapel

3. 100 – 500 million in online revenues – Hosted By Jodi Kahn, Chief Consumer Officer, FreshDirect

4. 500 million in online revenues – Hosted By Traci Inglis, VP CRM and Research, JustFab, Sean Popen, Sr Director, Ecommerce Marketing, Office Depot
Danielle Harvey, Director Customer Insight and Optimization, Wyndham Worldwide

18:00 - 19:00 eTail Official Welcome Reception For All Attendees Sponsored by Certona


19:00 - 23:59 Registration Closed