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
8:45 am
Tuesday June 20, 2023 8:45 am
Conference Chair Opening Remarks
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
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
Sponsored Session
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
Pull-Ups: A Consumer-centric Approach to Potty Training
Speakers: Julie Kluka, Senior Brand Manager, Pull-Ups Kimberly-Clark Jeannette Kocsis, Associate Director, Digital Marketing, Accenture Song
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 10:30 am
99 Problems and They Are All Your Data
Speaker: Keith Kouzmanoff, Postmaster, Inter7 llc
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.
Tuesday
Tue
11:20 am
Tuesday June 20, 2023 11:20 am
Introducing the 2023 Masters of Email Marketing Metrics
Speakers: Paul Christmann, Chief Innovation Officer, Rasa.io Luke Glasner, Email Marketing Consultant, Glasner Consulting Elizabeth Jacobi, Founder, MochaBear Marketing
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 June 20, 2023 11:20 am
Uncovering Hidden Issues With Email Marketing Audit
Speaker: Tali Hasanov, Managing Partner, WSI Digital Path
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
12:05 pm
Tuesday June 20, 2023 12:05 pm
Lunch and Exhibits
Tuesday
Tue
1:30 pm
Tuesday June 20, 2023 1:30 pm
Case Study: Optimizing ESP Lead Scoring Models using Analytics
Speakers: Ada Barlatt, Founder and Chief Analytics Officer Operations Ally, Operations Ally Mark Morin, President, Strategies.ca
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 scorning 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 1:30 pm
Indispensable New Lead Automated Journeys That Convert
Speaker: Karen Talavera, Principle, Synchronicity Marketing
You know aligning digital messaging with buyer journeys and personas is the ideal, but making it a reality can be a challenge. In this session, we’ll present a framework supported by real-life examples from
Tuesday
Tue
2:20 pm
Tuesday June 20, 2023 2:20 pm
Six Powerful Metrics for Email Marketing
Speaker: Kath Pay, CEO & Founder, Holistic Email Marketing
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
Tuesday June 20, 2023 2:20 pm
Email Visualization with Tableau
Speaker: Luke Glasner, Email Marketing Consultant, Glasner Consulting
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
Tuesday
Tue
3:05 pm
Tuesday June 20, 2023 3:05 pm
Afternoon Break and Exhibits
Tuesday
Tue
3:30 pm
Tuesday June 20, 2023 3:30 pm
2023: The State of Racial Diversity in the Email Industry
How racially diverse is the email industry? Join members of the OI Diversity committee as they review the results of our 2022 industry survey and discuss why diversity is important.
Tuesday June 20, 2023 3:30 pm
What could you achieve with an extra day every week?
Speaker: Hannah Bink, Senior Director, Digital Marketing and Operations, Scaled Agile
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.
Tuesday
Tue
4:20 pm
Tuesday June 20, 2023 4:20 pm
Coming Soon
Tuesday
Tue
5:15 pm
Tuesday June 20, 2023 5:15 pm
Networking Reception in the Exhibit Hall
Tuesday
Tue
7:00 pm
Tuesday June 20, 2023 7:00 pm
End of Conference Day 1
Wednesday June 21, 2023
Wednesday
Wed
8:00 am
Wednesday June 21, 2023 8:00 am
Registration and Networking Breakfast
Wednesday
Wed
8:45 am
Wednesday June 21, 2023 8:45 am
Conference Chair Opening Remarks
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
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
Sponsored Session
Wednesday
Wed
10:00 am
Wednesday June 21, 2023 10:00 am
Morning Break and Exhibits
Wednesday
Wed
10:30 am
Wednesday June 21, 2023 10:30 am
Taming Complex Personalization with a Cross-Team Content Matrix
Speakers: Esther Poulsen, Founder and CEO, Raare Solutions, LLC Cassandra Lombardo, CRM Campaigns Manager, BMW of North America
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.
Wednesday June 21, 2023 10:30 am
Bedside Manner for Brands / Interpreting Voice to Tone
Speaker: Tim Yeadon, Principal & Creative Director, Clyde Golden
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
11:20 am
Wednesday June 21, 2023 11:20 am
45 Great Ideas in 45 Minutes
Speaker: Tali Hasanov, Managing Partner, WSI Digital Path
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 11:20 am
Coming Soon
Wednesday
Wed
12:05 pm
Wednesday June 21, 2023 12:05 pm
Lunch and Exhibits
Wednesday
Wed
1:35 pm
Wednesday June 21, 2023 1:35 pm
Ask Me Anything: Deliverability
Speakers: Keith Kouzmanoff, Postmaster, Inter7 llc Adrian Williams, Founder, Email Angels Larissa Uredi, CEO, No-Where Consultants
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.
Wednesday June 21, 2023 1:35 pm
Segmenting Your Audience: Finding Patterns in the Data
Speakers: Paul Christmann, Chief Innovation Officer, Rasa.io Luke Glasner, Email Marketing Consultant, Glasner Consulting
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
2:25 pm
Wednesday June 21, 2023 2:25 pm
Which Test Won: A/B Split Testing Tips and Case Studies
Speaker: Jeanne Jennings, General Manager, Only Influencers
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
Wednesday June 21, 2023 2:25 pm
Storytelling in Email: Make your email campaigns more effective
Speaker: Matt Pusateri, Senior Director of Marketing and Communications, Museum of Life and Science
Storytelling can improve your email campaigns to drive deeper connections with your customers or supporters. This talk will explore examples of creative and inventive narratives in email, give quick tips for getting started or improving email storytelling, and deliver practical do’s and don’ts for using stories to drive better results.
Wednesday
Wed
3:10 pm
Wednesday June 21, 2023 3:10 pm
Afternoon Break and Exhibits
Wednesday
Wed
3:45 pm
Wednesday June 21, 2023 3:45 pm
Coming Soon
Wednesday
Wed
4:35 pm
Wednesday June 21, 2023 4:35 pm
5 Experts, 5 Minutes
Speakers: Matthew Dunn, Founder/CEO, Campaign-Genius Jeanne Jennings, General Manager, Only Influencers
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
5:20 pm
Wednesday June 21, 2023 5:20 pm