2019 ANA Email Evolution Conference Presented by Upland Adestra

Email as a marketing channel continues to deliver stellar performance. Yet continued growth is not without its challenges given recent regulatory changes, privacy concerns, and technical advances.

Join the most influential thought leaders and innovative brands at the Email Evolution Conference for an in-depth look at the critical issues you face, how to meet them head-on, and how to excel in a complex digital marketplace.

The Email Evolution Conference keeps you on the cutting-edge of email marketing by providing the best practices designed to ensure the vitality of a channel you’ve come to rely on.

when

Start: Wednesday, April 24, 2019 at 9:00am

End: Friday, April 26, 2019 at 12:30pm

WHERE

Hyatt Regency Savannah
2 West Bay
Savannah, GA 31401

The DMA has negotiated a special room rate of $225/night. In order to use the DMA/ANA rate, you must be registered to attend the conference. A reservation link will be provided under the "Important Information" section of your conference registration confirmation email. The cut-off date is Friday, March 29, 2019, after which prevailing rates apply.

Registration Pricing

Client-Side Tier Platinum Tier Gold Tier Silver Tier Individual Nonmember
Registration
Conference Registration $1,195 $1,195 $1,245 $1,295 $1,395 $1,395

EEC Members: Please note you are entitled to the lowest rate available for this event. The discount can be applied by using the following promo code during the registration process: EECMBR

Should you have issues when registering, please reach out to registration@ana.net



Agenda

TIME EVENT DETAILS LOCATION
Wednesday, April 24, 2019
8:00am Registration Opens

Reg Booth
9:00am WORKSHOP I

EMAIL AROUND THE WORLD: FROM GDPR TO CASL – A GLOBAL COMPLIANCE BOOTCAMP OR PANEL DISCUSSION

Track: Workshop

Do you know the key global email and data protection regulations across the world? Join this Bootcamp to get up to speed. You’ll learn the key requirements from Europe to Canada to Asia, and how to navigate and comply with the multitude of international anti-spam and data protection laws and regulations.

Dennis Dayman
Chief Privacy and Security Officer Return Path
Scarbrough 1-3

SEGMENTATION, AUTOMATION AND PERSONALIZATION: PRACTICAL WAYS TO USE THEM TO BOOST RESPONSE

Track: Workshop

Automation, segmentation and personalization are buzzwords – but they are also the keys to improving your email marketing ROI in 2019 and beyond!

This is not your usual ‘best practices’ workshop – the interactive exercises, examples, case studies and A/B split test results will provide practical ideas to inspire you, as well as giving you a long term goal as well as short term steps you can take to work toward reaching it.

We’ll walk through how to develop and start building an automated email program to shepherd your email subscribers through the customer lifecycle, from prospect to loyal, multi-purchase customer.
You’ll leave with a blueprint to begin reimagining your own email program to recognize greater ongoing ROI without huge investments in staff resources. Join us!

Jeanne Jennings
Founder and Chief Strategist Email Optimization Shop
Vareist/Percival/ Vernon
12:00pm Luncheon

1:00pm WORKSHOP II

DELIVERABILITY BOOTCAMP: FROM BASICS TO ADVANCED TACTICS

Track: Workshop

In this training session, you'll learn the basics of email deliverability, beginning with where to start when diagnosing an issue and what to do when the going gets tough. Discussions will cover a wide variety of topics, including data collection practices, IP configurations, feedback loops, authentication, and how to deal with common delivery issues. Instructors will also cover the history of spam, provide a deeper understanding of the current email ecosphere, and offer an understanding of potential problem indicators and how to diagnose it early. The goals of this session are to help marketers have better and more informed conversations with IT teams and email vendors, understand the common terms and definitions to help facilitate these conversations, manage up when dealing with complex issues, and to help provide clarity on many of the processes or responses received during a delivery crisis to help shorten the resolution timeline. 

Matthew Vernhout
Director, Privacy 250ok
Scarbrough 1-3

THE PSYCHOLOGY OF EMAIL RESPONSE: HOW TO STRATEGIZE, DESIGN & DEPLOY MESSAGES THAT ENGAGE & DELIVER!

Track: Workshop

Email marketing is often quantified by hard metrics, yet success is largely driven by less quantifiable elements. In this workshop, we’ll explore, from the strategic to the tactical, how psychology can be leveraged to maximize subscriber engagement and response, plus explain the right mindset for measuring whether your efforts are actually producing desired results and understanding why they are.

In this mind-expanding session, we’ll unpack the psychological fundamentals behind human engagement, consideration and decision making processes, then translate them into specific email design, copy, CTA and operations tactics you can immediately apply for performance-boosting gains.

After a bevy of examples, we’ll wrap with a lively panel discussion and interactive Q&A among our expert presenters. Don't miss this awesome, timely subject matter and novel workshop format!

Karen Talavera
President Synchronicity Marketing
Jason Sisley
President Den Aviary
John Thies
Chief Executive Officer Email on Acid
Dwight Sholes
Marketing Strategist Sholes LLC
Vareist/Percival/ Vernon
5:30pm Speed Networking

Scarbrough 4-5
6:30pm Reception

Harborside Ballroom
7:30pm Dinner On Your Own

Thursday, April 25, 2019
7:30am Breakfast  

Regency Ballroom
8:30am Opening Remarks

Regency Ballroom
8:40am GENERAL SESSION

(Sponsored by RR Donnelly Marketing Solutions)

Regency Ballroom
9:20am GENERAL SESSION CONT.

Regency Ballroom
10:00am Coffee Break

Regency Foyer
10:30am BREAKOUT I

WAKING UP SLEEPY SUBSCRIBERS: A RE-ENGAGEMENT CASE STUDY FROM DELL

Track: Art & Science

Inactive email segments often leave brands with two choices: remove contacts or find a way to drive re-engagement. When Dell EMC discovered 70% of its marketable B2B contacts were inactive the IT services company implemented a tailored strategy to either re-engage their inactive audience or simply and boldly let them go. In this session, attendees will learn how Dell EMC identified trends of their inactive segments to implement a data-driven multichannel content and contact strategy. Find out how Dell woke up sleepy subscribers to drive business growth via alternative tactics, cadence and messaging.

Lauren Gentile
Vice President, Executive Creative Director Epsilon
Steve Hayman
Senior Business and Data Analyst Dell
Julianne Manoogian
Senior Director, Digital Experience Epsilon
Scarbrough 1-3

TBA

Track: Segment of One (Sponsored by Stride Software)

Scarbrough 4-5

HOW TECHNOLOGY & CUSTOMER-CENTRICITY SAVED OUR EMAIL CHANNEL

Track: Tales from the Trenches (Sponsored by GetResponse)

Learn how this 100-year old, global enterprise turned around the performance of the email channel by being able to more finely target and personalize our vehicles, while also realizing greater operational efficiencies. By introducing new processes, platforms and integrating our Personalization Decision Engine, we are now able to send customers the right messages on the right days, and provide 1:1 targeting within vehicles at an individual offer level. The result? Lower send volumes but greater revenue returns.

Holly Moreland
Director, Personalization Hilton
Kathy Profio
Director, Email Marketing Hilton
Vareist/Percival/ Vernon
11:45am BREAKOUT II

HOT OR NOT? A LIVE CRITIQUE OF EMAIL CAPTURE FORMS

Track: Art & Science

BACK BY POPULAR DEMAND! Trying to grow your email list? No matter what you are doing to get the attention of your prospects, in the end it all comes down to your email address capture form... is it performing as well as it could? Volunteer your form to our panel of experts for critique. We’ll talk through best practices, target metrics, error messages, confirmation pages, and more! All attendees will leave with great takeaways to immediately improve the quantity and quality of email addresses they are capturing.

Kath Pay
Chief Executive Officer and Owner Holistic Email
Nancy Weaver
Senior Manager, Digital Experience AAA Ohio Auto Club
Austin Bliss
President FreshAddress
Scarbrough 1-3

HITTING A HIGH NOTE: HOW BERKLEE ONLINE ‘FINE-TUNED’ THEIR STRATEGY USING BEHAVIORAL SCIENCE SECRETS

Track: Segement of One (Sponsored by Stride Software)

Can a good email campaign become a great email campaign? Yes! And here's proof. Berklee Online is the world's largest online music university, an undisputed leader in online education. There is no question that they are doing things right. But they asked the question every company and organization asks today: Can we be even more effective? And the answer both surprised and delighted them.

Find out how Berklee Online increased the effectiveness of their acquisition strategy by tapping into the secrets of behavioral science, using what social scientists have found about the automatic ways people make decisions in order to increase their open, read and clickthrough rates. See how this online education powerhouse optimized their outreach by tapping into the surprisingly effective secrets of behavioral science to increase enrollment numbers.

Nancy Harhut (@nharhut)
Chief Creative Officer HBT Marketing
Debbie Cavalier
CEO, Berklee Online and SVP, Online Learning and Continuing Edu. Berklee College of Music
Scarbrough 4-5

GETTING EXECUTIVE BUY-IN ON EMAIL BEST PRACTICES

Track: Tales from the Trenches (Sponsored by GetResponse)

"Blast the whole list!", they say. "This promo is too good to miss! Everyone will want to know about it." It's a story many email marketers know too well: executives push us to set aside email best practices to make a quick buck off our subscribers. There's a better way. In this session, I'll highlight a few tactics that email marketers can use to convince stakeholders that good email is good business. We'll take a look at the revenue of targeted emails vs batch and blasts, the cost of an unsubscribe, and the LTV gains from building healthy subscriber relationships.

Kait Creamer
Manager, Digital Marketing MakeMusic
Vareist/Percival/ Vernon
12:45pm Luncheon  

Regency Ballroom
2:15pm BREAKOUT III

TBA

Track: Art & Science

Scarbrough 1-3

HOW A DIRECT MAIL HOUSE DIVES INTO MARKETING AUTOMATION WITH A XX% INCREASE IN LEADS

Track: Segement of One (Sponsored by Stride Software)

Unlike B2C marketing, B2B companies have the challenge with smaller list sizes and longer conversion times. Every touch must be relevant and resonate with the prospect. Rarely is there the impulse buy or online purchase, so education around a company’s product or service can be arduous. To solve this challenge, many companies implement lead nurture (drip campaigns) and onboarding programs to get their message across when prospects show interest.

Enter mailing.com, a phenomenal direct mail house based in Arizona. They’ve depended on direct mail to do their work in acquisition for leads and they’ve recently turned to digital messaging. But where to start? There are so many things to do in email and digital how do you pick the right thing? The answer is they focused on the core expectations of the prospect and met that with their long history & USP’s to put together an incredible set of programs!

In this session, explore how mailing.com chose to implement an onboarding program as well as a lead nurture program for their business and how they focused on intent-based messaging for the prospect!

Ryan Phelan
Consultant Origin Email
Ashley Jorgensen
Head of Marketing Mailing.com
Scarbrough 4-5

DELIVERABILITY: ASK ME ANYTHING

Track: Tales from the Trenches (Sponsored by GetResponse)

Brooke Hamilton
Senior Deliverability Manager Sailthru
Tanya Plaza
Head of Deliverability dotmailer
Lili Crowley
Postmaster Verizon Media
Kiersti Esparza
Head of Product Management, Email Delivery & Compliance Marketo
Vareist/Percival/ Vernon
3:15pm Coffee Break

Regency Foyer
3:45pm GENERAL SESSION

(Sponsored by Valimail)

Regency Ballroom
4:45pm GENERAL SESSION CONT.

Regency Ballroom
6:30pm Reception  

Harborside Ballroom
8:00pm Dinner On Your Own

Friday, April 26, 2019
7:30am Breakfast  

Regency Ballroom
8:30am Opening Remarks

Regency Ballroom
8:40am

SESSION 1

Regency Ballroom
9:20am

SESSION 2

Regency Ballroom
10:00am Coffee Break

10:20am BREAKOUT I

WHEN IS 1,000 NEW EMAIL SUBSCRIBERS NOT REALLY 1,000?

Track: Art & Science

When is 1,000 new email subscribers not really 1,000? When you’re collecting typo, junk, and disposable addresses!
Bad email addresses cost your company money and expose you to unnecessary risk. But avoiding them isn't so easy. In fact, maintaining a quality email list is more difficult than ever before and the risk of not doing so has never been greater.
Join us for an in-depth look at how top brands and ESPs have overcome email data quality roadblocks and in turn propelled their email marketing programs to the next level.

Janet Roberts
Owner Content by Janet Roberts
Brian Fletcher
Director, Marketing and Operations Full Sail University
Angela Vega
Senior Manager, Marketing HomeAway, Inc.
Scarbrough 1-3

JUSTFAB'S ABSOLUTELY FAB APPROACH TO EMAIL PERSONALIZATION

Track: Segement of One (Sponsored by Stride Software)

For two years in a row, JustFab has ranked in the top 10 of the Retail Personalization Index, and in 2018 the brand was one of four retailers to receive a perfect score for the email category in the Index. JustFab is apart of the TechStyle Fashion Group, with sister brands ShoeDazzle, Fabletics, FabKids, and SavageXFenty. The brand has more than 2 million members and nearly 8 million social media followers. What sets JustFab apart fis its advanced approach to personalization, which relies on omnichannel data sets and more than 100 variables, resulting in an email and multichannel experience that is unique for every one of JustFab's leads and members. In this session, Monica Deretich, VP of Marketing & CRM, will showcase tests the brand has run in 2018 to further personalize the email experience and increase email revenue for the brand, including 11% increase in revenue from email from top customers, 57% increase in RPM for cart abandonment during the holiday season, and a 56% increase in RPM for cart abandonment year round. Key tactics explored include personalizing flash sales, cart abandonment, holiday email campaigns, non-buyer personalization, known-buyer/VIP personalization, and subject line personalization.

Cassie Lancellotti-Young
Chief Commercial Officer Sailthru
Monica Deretich
Vice President, Marketing and CRM JustFab
Scarbrough 4-5

REINVENTING LUXURY -- BALANCING BRAND AND TECHNOLOGY TO SCALE THE WHITE GLOVE APPROACH

Track: Tales from the Trenches (Sponsored by GetResponse)

Luxury brands have long been the gold standard for customer service; these are businesses that have to know their top customers and treat them with true white glove service to build and maintain relationships. But many of these brands have failed to replicate the 1-to-1 relationships built between store associates and customers in an increasingly digital world. Over the past five years, luxury brands have outpaced the global market in ecommerce growth and forecasts show that ecommerce will make up 19% of the luxury market by 2025, making it imperative for these brands to innovate. In this session, Randi Gladstone, the Director of Global Email Marketing at Tory Burch will present how this global luxury enterprise is balancing traditional brand management and merchandising with modern personalization and marketing automation in email to redefine the luxury approach and set a new standard for email and digital marketing in this retail vertical.

Randi Gladstone
Director, Global Email Marketing Tory Burch
Vareist/Percival/ Vernon
11:30am BREAKOUT II

AUTOMATION IN ACTION. HOW CINEPLEX IS USING AUTOMATION TO INCREASE CONVERSIONS AND GENERATE MILLIONS

Track: Art & Science

Cineplex Entertainment is Canada’s largest movie exhibitor, welcoming more than 70 million guests annually to its 164 theatres. In recent years, however, theatre attendance has been threatened by two forces: the rise of streaming services like Netflix, which keep people glued to their small screens, and the variability in quality of blockbusters coming out of Hollywood. Crazy Rich Asians was great for business, but Baywatch? Tumbleweeds.

As part of a larger business diversification strategy, Cineplex is reducing its dependence on the movies themselves and focusing instead on an exceptional entertainment experience. This opens up opportunities for both new ways to engage guests, and enhanced revenue streams outside of the box office.

In this session, you’ll learn how Cineplex has been implementing simple 1:1 automations that are generating returns over 3,000%, putting more bums in seats and driving millions in incremental food revenue. We’ll show you how we identified programs that could be automated, learned how to get to the data we needed to power those automations and how we overcame the common obstacles many businesses face when implementing new solutions.

Jeff Moores
Vice President, Client Services Conversion
Nick Swami
Senior Manager, Loyalty Cineplex Entertainment
Scarbrough 1-3

TRIGGERS AND EVENTS: HOW TO DO MORE WITH EMAIL THAN JUST SEND EMAIL

Track: Segement of One (Sponsored by Stride Software)

Your customers live in a vibrant, connected world. Marketing has a phenomenal potential to create coordinated omni-channel experience for our customers, but sometimes these get constrained within a singe channel. Learn how some of the world's largest healthcare organizations, including Healthgrades, are using email automation to reach outside the inbox and to coordinate campaigns across digital and physical channels.

Todd McMurtrey
Senior Manager, Marketing Technology Healthgrades
Scarbrough 4-5

EFFECTIVE MULTI-TOUCH, MULTI-CHANNEL CAMPAIGNS FOR BANFIELD PET HOSPITALS

Track: Tales from the Trenches (Sponsored by GetResponse)

Banfield Pet Hospital is the largest full-service veterinary clinic in the world, with more than 1,000 locations across the United States and Puerto Rico. The practice is focused on providing high‐quality preventive health care for each pet and partnering with pet owners to ensure they have the resources to care for pets at home. In order to ensure pets are seen before health problems arise, Banfield has developed a complex system of proactive reminders delivered across multiple channels. In January, the newest version of this program went live, resulting in an operational cost savings of 45%. This session would cover the use cases, data planning, building, and testing processes used to deliver this multi-touch/ multi-channel campaign, driving fundamental changes to how Banfield communicates with their clients.

Chester Bullock
Vice President, Solutions Consulting Trendline Interactive
Tyler Thompson
Marketing Program Manager Banfield Pet Hospital
Vareist/Percival/ Vernon
12:30pm Conference Adjourns


Cancellation Policy and Notes

Individual conference registrations can be cancelled in writing only via email (registration@ana.net). Phone cancellations are not accepted. 

  • A full refund will be granted, if written request for cancellation is received by email 60 or more calendar days before the conference start date.
  • A 50% refund will be granted if written request for cancellation is received by email between 59-45 calendar days before the conference start date.
  • No refund will be granted if written request for cancellation is received by email 44 or less calendar days before the conference start date.
  • No refund will be granted for 'no shows.'
  • Corporate packages are not eligible for cancellation or refunds.
  • Unused registrations/applications have no monetary value and cannot be credited to future years or events.
  • ANA will not issue refunds or credits due to failure to redeem a discount promo code during the registration process.
  • A $125 processing fee will be assessed to change the name on a registration.
  • Hotel room cancellations and changes must be made directly with the hotel. 

Miscellaneous:
     1. The conference agenda is subject to change.
     2. A portion of your guest room rate will be used to offset conference costs.
     3. ANA accepts no responsibility for the loss of, or damage to, personal property.
     4. Registrations received after two weeks prior to the conference may not be included in the attendee list.