Las Vegas Agenda
Workshops - Tuesday, May 15th, 2018
HTML typography is essential for delivering a great email experience, and in this workshop, you’ll work through a number of techniques that will equip you to deliver just that to your subscribers.
Email Innovations Summit - Las Vegas - Day 1 - Wednesday, May 16th, 2018
Recent research from The Relevancy Group suggests that while a clear majority of companies claim innovation in email marketing is a priority, far fewer have a formal methodology for driving innovation in their programs. Which begs the question: What do companies mean when they talk about innovation? Is innovation really a thing? Or is innovation just the latest management bandwagon?
In this session, we’ll discuss the prerequisites for driving email innovation, qualities that allow innovative email marketers to separate themselves from the pack, and techniques anyone can adopt to help drive innovation within their organization.
- Identify barriers to innovation
- Developing a sustainable innovation approach
- Tools for leading the innovation journey (regardless of title)
Email is an amazing channel for marketers and can have an enormous impact on brand awareness and revenue, if done correctly! To say that inboxes are overcrowded is an understatement. Do your emails stand out in today's crowded inboxes? Are you getting the most out of every email campaign? There are many factors that can affect the performance of an email campaign from inbox placement to design. In this session we'll take a deep dive into key areas that will certainly increase your email marketing effectiveness.
- Tips on how to avoid Spam filters
- Effectively use the Subject line and Preheader text to encourage a subscriber to open your email
- Understand why considering accessibility within your email design is critical to the success of your campaigns
- Quick and easy email code changes that will allow you to communicate, captivate and connect with your subscribers
- How Accessibility technologies are going to change the way we interact with email
Of all the types of interactive email, forms in email provide the most value for your business and your subscribers -- but they also prove to be some of the most difficult to implement correctly. We all want to try something new and innovative in our email campaigns, but what good is innovation if the user experience is awful? WeddingWire has already navigated these waters and wants to give you tips on how to build a good email in the first place, integrate HTML forms in your email campaigns, and account for client support so that you're sending emails that are helpful and functional for all your users.
In the age of constant disruption, every organization is faced with the daunting task of getting more return on less investment. This increased pressure to not only adapt, but to thrive, is causing massive friction at all levels of the org chart.
As email marketers, this hyper focus on ROI and profitability is already part of our culture. We are quantified, we are responsive, we are personalized, we are automated, we are scalable, and we are integrated. But we can DO more. We can BE more.
Let's explore some ways we can keep shaking up the email marketing industry while cranking up the collective ROI.
Possible learnings from this session:
- Email ROI Beyond Revenue
- Orchestrating Better Email Experiences
- The Impact of the Worker Experience
- How to Apply Actionable Strategy From Any Role
- Awesome Catch Phrases and Clichés
- How to Win at Monopoly & The Theory of Relativity
In this session, learn how to conduct your own Marketing Automation tune-up. You will walk away with an understanding of how to determine when it is time to change your martech stack versus maximizing what you currently have in a Marketing Automation platform. Learn strategies and tactics to evaluate what your marketing automation needs are and how to constantly optimize your business goals against your current platform’s functionality and features. Learn how to hire the right team to complement your current Marketing Automation platform.
The European Union’s General Data Protection Regulation (GDPR) goes into effect in late May. Here are 5 things you can still do to position yourself to not just comply with but benefit from the new dynamic. You’ll walk away with ideas to:
- Leverage GDPR internally to get more budget and resources
- Do a quick audit of your current situation and prioritize actions before GDPR goes into effect
- An understanding scope of the various GDPR consent models
- Identifying if you're a processor or controller, and your respective responsibilities
As an agency working with large consumer-facing brands like Taco Bell and Aramark, eROI is often pushing the creative envelope in our email campaigns. To support creative innovation in the inbox we rely on data to make smart choices that help us reach our clients goals to deliver an engaging and hyper personalized message that speaks to all our subscribers. In this session Senior Digital Strategist Cher Fuller and Senior Developer Heidi Olsen will discuss what constitutes innovation and why your clients and internal team should care.
Everyone talks about personalizing emails, but where does a savvy email marketer start? In this session, Genevieve Longtin, Director of Email and Engagement, helps start you on that path, showing how you can start with a single attribute. Using real-life examples of how the Sharecare personalization program began with one attribute, Genevieve will illustrate how she used basic user data and test methodologies to build up to a fully dynamic email, one attribute at a time, one test at a time.
**This talk delves into some low level to medium level technical specs on getting Gulp started. Code snippets and samples are shared.
So you've built a solid email program. Your engagement numbers are strong; you're driving consistent traffic and you're pumping out engaging content your subscribers seem to love. Everything is great, right? Well... What if you could do better? A LOT better?
Over the past year, Banfield Pet Hospital® developed a comprehensive email optimization program designed to maximize each individual touchpoint’s impact and worked to link results directly to key business metrics. The new program helped Banfield increase engagement by an average of 50% per email, with some emails seeing click rates more than double year-over-year.
Tyler Thompson, client communications program manager for Banfield, will share:
- The process Banfield uses to efficiently test into the best possible email
- Key learnings from more than a year of systematic testing
- Which email elements have the biggest impact on engagement
- Which elements don't seem to matter at all
- How to test multiple emails simultaneously with only a few hours of weekly work
- How to track & share results in a digestible format
Since you started reading this, chances are a new technology has been developed that will fundamentally reshape the consumer landscape. That’s how quickly our world is changing, and if we don’t rise to meet the challenge we’ll get left behind. Join David Baker, a longtime veteran of the digital space and 2016 thought leader of the year speak through the use of artificial voices to share compelling looks into how emerging technology like A.I., machine-learning, and the old and new channels like: “voice” are changing how we as humans interact with our favorite brands, and how marketers can harness it to creating truly transformational and engaging experiences.
- Explore how emerging technology is reshaping engagement
- Learn how new tech fits into an omni-channel marketing strategy
- Learn how innovative companies are redefining the customer experience
This is a keynote not to be missed. Or, skip it and become the next Blockbuster, your choice.
Get to know your colleagues in a relaxed setting over good food and favorite beverages. You might just meet somebody who can solve that burning issue you’ve been working on or whom you can help with your experience. Register in TOPI and meet at conference registration desk
Email Innovations Summit - Las Vegas - Day 2 - Thursday, May 17th, 2018
How Smart Brands use email as the backbone of their OmniChannel Strategy to deliver a customer experience that fuels sales.
Want to create dynamic 1:1 personalization, but don't know where to start? This session peels back the technical layers to show how Stack Overflow, the world's largest online community for software developers, delivers personalized recommendations to millions of users. The company has a job board and uses complex algorithms to determine which jobs it shows to the 50 million developers who visit the site each month. The question was, how could the company translate its onsite sophistication into 1:1 emails that show the right jobs to the right user at the right time? Stack Overflow capitalized on a wide range of Iterable functionality to achieve this, including API calls, metadata stores, custom events, dynamic campaign templates, handlebars logic and workflows. See living examples of how all of these components fit together to create different experiences for different users.
Savvy email marketers are increasingly automating multi-touch email campaigns intentionally sequenced to align with customer journeys and optimize conversion. While most realize an email series will outperform a single-message, figuring out how to map multi-message sequences and branching logic can be easier said than done. I'll present approaches for different types of email series (lead nurturing, event, re-marketing, abandonment recovery, reactivation) and hacks to optimize message flow, offer progression, content sequencing and more. If you've been struggling with how to conceptualize and implement more-than-basic multi-touch email campaigns, don't miss this session! Bring your questions and scenarios because we'll do some live coaching and Q&A too.
Email “newbie” Shannon Bagdigian talks about breaking into the email world and what she learned in her first years as an Email Marketing Strategist.
Being fairly new to the email marketing world (it'll be 3 years in 2018) I want to talk about some of the major things I learned in my first years as an email marketing strategist. My presentation will be geared toward those who are just entering the world of email marketing. Perhaps it's a career change, or maybe it's their first job, or perhaps they have just started their own business and are looking for some tips and tricks. One topic I really would like to focus on is CTR vs. CTOR. I feel for many just entering the email world, this can be very confusing. I know it was for me at first and to this day I still get asked by co-workers what the difference is. My plan is to outline a simple way to explain the difference and, with permission from my employer, show some actually examples of tests I conducted to help showcase the difference. I'd also like to discuss my personal approach to email to help highlight ways to "think like your customer" and hopefully give a new perspective on how one looks at their own email strategy.
Understand why the majority of email marketers are barely getting a passing grade and discover how you can become Best-In-Class. Expect to walk away from this session with a new perspective on how to start building the foundation for a successful email marketing plan.
· Explore Best-In-Class vs Rest-In-Class
· Understand the C-Suite Perspective
· Identify your core capabilities to achieve desired ROI
· Find how other email marketers rank
· Discover what leaders are doing to maximize efficiencies
There are a number of elements that contribute to the success of your email program, but front and center is the quality of the subscribers you are engaging and the data you are collecting; not every email address is created equally. By focusing on quality and quantity, this session/panel will help marketers gain insights on:
- Defining steps for analyzing your current subscriber base
- Troubleshooting tactics for your current acquisition efforts
- Brainstorming new acquisition tactics and best fit analysis
- Collecting the right data at the right time
- Applying strategies for post-signup analysis
Recent research by Oxford University and Deloitte reports that about 1/3 of marketing professionals risk losing their jobs to robots in the next 20 years and marketers have to accept that what they’re familiar with won’t be around forever. How bad could things get and how do marketers stay relevant in a world dominated by AI and Machine learning?
Dela’s presentation will help you understand where AI stands in marketing today by separating the hype from the reality. Discover how this translates into opportunities and threats – which roles and functions are most at risk and what skills are going to be in demand moving forward. Dela also shares his insights into a new breed of tools that will help savvy marketers to stay ahead and give them the edge over the competition.
We are living in an age where subscribers expect their inbox to be treated with respect, and AARP members are particularly sensitive to how their subscription is honored. It’s increasingly difficult to provide a positive customer experience without the use of technology.
Learn how AARP has leveraged email best practices along with innovative technology trends to grow their list while focusing on a customer-first experience to drive increased engagement and lifetime value.
This session will discuss how to test more complex technologies such as AI in order to get valid, quantifiable, actionable results. It will also cover the value of continuous testing. Our core philosophy is that Test and Learn needs to be ongoing, not one and done. Testing Starts out Revolutionary then becomes Evolutionary.
James Einspahr, Digital Director overseeing Furniture Row's email program, and Matthew Vernhout, Director, Privacy & Industry Relations at 250ok discuss the purpose, challenges, and rewards of deploying DMARC. Expect to Learn:
- Why it's critical for your brand to deploy DMARC
- What to expect when moving from DMARC deployment to a reject policy (p=reject)
- How a deployed DMARC policy impacted Furniture Row's email program
During this conference, you have heard of great tools that people have used in their own marketing, and now you want to use them in your campaigns. This can be overwhelming, and you need a plan. Learn how to decide which vendors will fit your needs the best, what factors you may not have considered yet, and how to prioritize implementations.
Learn how the founders of today’s top email companies launched their own successful companies and how you can too.
Panel discussion of the Future of Email with industry leaders.