Agenda 2023

Email Innovations Summit North America
Live in Las Vegas, June 19 – 21, 2023

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.

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.

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

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 

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. 

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

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.

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.

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

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

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

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.

Financial offers via email can be fraught with risk, especially in the world of high-dollar marketing and an environment with many cooks in the kitchen, from agencies to sales teams to legal counsel to marketing operations. In this session, we will show you how we approached this multi-step, multi-team process at BMW of North America, by creating a flexible matrix of readable, reviewable, dynamic content that can be rapidly reviewed by all stakeholders, then transformed into JSON files to be applied in personalized content emails. This approach is platform agnostic and addresses the pain points for business, creative and technical teams alike, and we will leave you with processes and procedures you can use in your own marketing operations.

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.

“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.

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!

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.

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.

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

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

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.

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

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!