2021 ANA Email Evolution Conference: A Virtual Experience

WELCOME REMARKS

Karen Talavera

Founder & Principal Synchronicity Marketing

OPENING PRESENTATION

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KEYNOTE PRESENTATION

Lesley Slaton Brown

Chief Diversity Officer HP, Inc.

THOUGHT LEADER SESSION 1

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REGULATORY & PRIVACY SESSION

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FUTURE OF THE INBOX (AMP, BIMI, ANNOTATIONS)

The Inbox experience is evolving, and marketers need to adapt to utilize these new technologies. Looking beyond Gmail tab placement, AMP for email, BIMI and schema. Hear directly from the individuals behind these innovations on why you should care and how to participate. Join Verizon Media Group & Google as they discuss these new innovations.

Marcel Becker

Senior Director, Product Management Verizon Media

FOUNDATIONS OF DELIVERABILITY

Like all things being built you need a strong foundation to support your building. Getting the basics right is key for your email programs as well. In this session we will cover the foundational building blocks of email including technical configurations of email authentication, the basics of email delivery and where the responsibility is shared between the brand and the service provider.

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THOUGHT LEADER SESSION 2

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PERSONALIZATION STRATEGIES IN THE AGE OF CREATIVITY

COVID has disrupted many industries, particularly retail, and as a result, consumers have shifted their spend to digital in droves introducing many first-time buyers. The most effective marketers have always known the strategic value of engaging experiences and visual communications, and the benefits have only compounded in 2020. In this session, Office Depot’s Tom Griffin will dig into how they brought their in-store experience directly to customers' email boxes, which in turn, drove increased eCommerce sales, developed deeper 1:1 connections, and made their marketing even more relevant and resonant than ever before.

Tom Griffin

Senior Manager, Email, SMS & Push Office Depot

CUISINART’S SECRET INGREDIENTS TO WIN BACK INACTIVE SUBSCRIBERS: EMAIL SEGMENTATION & RE-ENGAGEMENT

It’s every marketer’s worst fear: subscribers who ignore, lose interest, and ultimately become inactive. Wondering how you can wake up your sleepy subscribers, elevate email performance, and recapture revenue? Discover how Whereoware teamed with Cuisinart to find the right ingredients for identifying at-risk email subscribers and effectively re-engaging them with a compelling win-back campaign, ultimately reactivating nearly 20% of their lapsed contacts and growing their highest-engaged audience segment by 43%.

In our session, attendees will learn how to utilize engagement tiers and segmentation best practices to revive quiet recipients and remove static contacts, while safeguarding email deliverability, protecting sender reputation, and strengthening their database. We’ll cover step by step how to craft and execute a winning re-engagement campaign recipe that drives brand loyalty, deepens customer relationships, and maximizes ROI.

Christine Kapp

Senior Digital Marketing Manager Cuisinart

THOUGHT LEADER SESSION 3

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COPY AND DESIGN SESSION

Mark Morin

President, Stratégies Marketing Relationnel

CLOSING REMARKS

Karen Talavera

Founder & Principal Synchronicity Marketing

WELCOME REMARKS

Matthew Vernhout

VP, Deliverability North America Netcore Solutions

EEC AWARDS CELEBRATION

At this celebration, we bring together the best and brightest leaders in our field and honor their creativity, innovation and excellence in email marketing. Meet the 2021 EEC winners of Program Awards, Stefan Pollard Award Recipient, and the Email Marketer Thought Leader of the Year.

Jose Cebrian

SVP, Marketing Strategy Merkle

KEYNOTE SESSION: THE STATE OF EMAIL MARKETING

In their top-rated keynote last year, Wildbit’s Justine Jordan and Oracle’s Chad S. White discussed the vital lessons of the early months of the pandemic. The duo return this year to talk about how the events of 2020 have changed consumers and email marketing, and what that means for email marketers in 2021. They’ll discuss how the K-shaped recovery will widen the gap between email-savvy and email-starved brands, how voicing and acting on brand values will continue, and more trends that drive email’s latest renaissance.

Justine Jordan

Head of Marketing Wildbit

THOUGHT LEADER SESSION 4

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FRESH SCENT IN 20+ MARKETS

Notino is Europe's largest beauty e-commerce site available in 24 countries and 19 languages. In the past couple of years Notino has faced some major marketing challenges related to operating in such a large number of markets and languages. The email team of 2 executes over 120 unique email sends per week (6 campaigns in 20+ languages). As if that wasn't enough it went through a worldwide rebranding - replacing individual country brands in local languages to a common brand - Notino. All of this poses a major challenge when it comes to keeping recipients engaged. Through engagement analysis Notino has been periodically removing unengaged recipients. Using big data and machine learning helped identify niche segments. Taking advantage of new technologies helps Notino to grow sales through email channel in all markets.

Veronika Sklibova

Head of CRM & E-mailing Notino

CASE STUDY HOLIDAY 2020: ANALYSIS, PLANNING, TESTING, LEARNING, RESULTS

Donnell Lankford

Digital Marketing & Email Manager Positive Promotions

THOUGHT LEADER SESSION 5

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DEMYSTIFY EMAIL OPTIMIZATION TO GET MORE EMAILS TO THE INBOX

Marketers spend a lot of time working on various aspects of email marketing campaigns: setting up the audience, writing the perfect content, nailing an appealing design, setting up an amazing test, getting the right offer & message in place, proofreading … all before hitting the “send” button. The point of the campaign is where the optimization focus typically could take a cliff dive, though. Email marketers are conditioned to think of the email send as the endpoint of the process, until post-campaign reporting begins. There’s a lot that happens at the point of hitting send, though, and a lot email marketers can do MUCH better in terms of email performance & subscriber experience to help make the process from hitting the send button to getting into the inbox much. Hear the perspectives from both a deliverability & compliance expert (Udeme Ukutt of Linkedin) and an email marketer expert (April Mullen of SparkPost) on opportunities to make your emails much more impactful.

Udeme Ukutt

Postmaster & Senior Systems Software Engineer LinkedIn

AI AND MACHINE LEARNING PANEL

Marc Lantrok

Customer Engagement Director Hilton

THOUGHT LEADER SESSION 6

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GREAT TIPS TO ADVANCE DIVERSITY, EQUITY & INCLUSION IN YOUR EMAIL MARKETING CAMPAIGNS

Subscribers want to see themselves in your emails. Creating content that truly reflects the many views of your subscribers is more important than ever. A brand's values and commitment to Diversity, Equity & Inclusion is factoring into your subscriber's purchasing decisions more and more. With a focus on copy and images, we'll explore multiple ways to express your brand's inclusive outlook in a natural way that matches your goals.

Anne Tomlin

Founder/Responsive Email Developer Emails Y'all

CLOSING REMARKS

Matthew Vernhout

VP, Deliverability North America Netcore Solutions