WELCOME REMARKS

Karen Talavera

Founder & Principal Synchronicity Marketing

OPENING REMARKS

Bob Liodice

Chief Executive Officer ANA

KEYNOTE PRESENTATION: FIRESIDE CHAT ON DIVERSITY AND INCLUSION IN MARKETING

Join EEC’s EDI Taskforce Chair, Guilda Hilaire’s live interview with HP’s Head of Marketing for U.S. Consumer Personal Systems, Daryl Butler on being part of a cultural forward brand that includes equity, diversity and inclusion. Daryl is a dynamic, results-driven senior executive with over 25 years of broad based, progressive experience in Marketing, Sales and Finance. He has led marketing at several iconic brands, including Beats by Dre, Nike, The Jordan Brand, Boost Mobile, and Walt Disney. This intimate conversation will provide a fresh perspective on how you can be an agent of change in your organization and community.

Daryl Butler (@dabu1285)

Head of Marketing HP Personal Systems HP, Inc.

THOUGHT LEADER SESSION 1: SAYING GOODBYE TO DATA FRICTION

Every marketer has figured out that data is key to getting messaging right and enabling great experiences for customers, but many don’t have a full understanding of where the data comes from, how it’s stored, why they can (or often can’t) use it effectively. In this session, Will Devlin talks about the evolution of the modern marketer and why removing data friction has to be the number one priority to enable success in 2021 and beyond.

Will Devlin (@wdevlin)

Vice President, Marketing MessageGears

WHAT'S NEXT FOR EMAIL – A REVOLUTION OR EVOLUTION?

Join us for a lively overview of the key policy trends here and abroad that are shaping the debate on "what's next" for email – will new laws and regulations lead to an email revolution, or are we going to be facing a slower pace of change? What are the key policy trends you need to be aware of? Learn what is happening in other countries and how this is shaping the debate. Email continues to be at the heart of all that is digital!

Senny Boone

Senior Vice President, Nonprofit Federation, EEC & Accountability ANA

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 our expert speakers as they discuss these new innovations.

Marcel Becker

Senior Director, Product Management Verizon Media

SO, YOU’RE BLOCKED? HOW TO RECOVER AND BE A BETTER SENDER.

One of the scariest things an email marketer can hear is your mail is being blocked. Join Lauren Meyer in a conversation with blocklist providers and managers from the Spamhaus, SURBL and Proofpoint to discuss:

1. How to monitor for blocking
2. How to respond if you are blocked
3. How to grow after resolving the issue to minimize the chances of it from happening again.

We will uncover some of the most common causes for being added to an IP or domain Blocklist, myths about spamtraps – do they click and open, how to work with a blocklist provider, and the difference between a public and a private blocklist.

Jaren Angerbauer (@janger)

Manager, Postmaster & Deliverability Proofpoint

THOUGHT LEADER SESSION 2: INTERACTIVE EMAILS & ZERO-PARTY DATA

Personalization efforts within email campaigns will be largely fueled in the future by zero-party data, the information that your subscribers explicitly and intentionally provide to your brand.  In this session, we'll explore not only how to take advantage of this valuable data asset, but how email marketers can leverage interactive emails to harvest zero-party data while also delivering outstanding customer experiences.

Tim Thies (@rrdonnelley)

Senior Business Development Manager RRD

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 e-commerce sales, developed deeper 1:1 connections, and made their marketing even more relevant and resonant than ever before.

Tom Griffin (@officedepot)

Senior Manager, Email, SMS & Push Office Depot

A WELL MANAGED RFP ISN'T ROCKET SCIENCE. IT'S A LOT HARDER.

Rarely does an email marketer want to conduct an RFP to select a new ESP partner. It's time-consuming and a big distraction from everyone's day job getting the email out the door.  But sometimes an RFP just can't be avoided, particularly in an era when we've seen two platforms decommissioned in the last couple of years. So the question becomes, how can you best protect yourself and your company from making the wrong choice and facing another RFP at the end of your initial term with the new vendor? 

In our session, attendees will learn how to minimize the risk of making the wrong choice at the end of their RFP process, and steps they can take to make it easier to compare vendors side-by-side in an objective manner. Hear from a veteran of more than one hundred ESP vendor selection processes (and a former client he's done 2 RFPs with) how starting off on the right foot and inviting only those ESPs who are a good fit will increase your chances of success and keep your program on-track and future proof. 

Christopher Marriott (@csmarriott)

President & Founder Email Connect

LEVEL UP YOUR EMAIL COPY AND DESIGN

Email has always been a way to deepen your connection with your audience. Crafting the perfect email can be challenging and with your customer’s busy inbox, you need to ensure your email stands out above all others. Go beyond the basics and level up your email marketing campaigns to engage, re-engage, or reach new customers. Learn to make sure your design and content can capture attention and still deliver your message with power and flair.

Mark Morin (@mark_morin)

President Stratégies Marketing Relationnel

CLOSING REMARKS

Karen Talavera

Founder & Principal Synchronicity Marketing

SPEED NETWORKING ROUND 1

Learn fun and interesting facts about your fellow attendees! You’ll have a chance to connect with your peers, knowledge-share and broaden your professional circle. Take part in our first-ever virtual networking event to meet and engage with others in multiple 1-1 personal meetings and socialize for 3 minutes each. This is the perfect way to end the first day of the conference.

Bring your morning beverage, join the conversation and share your ideas. These lively, short interactive sessions will focus on issues and trends impacting today’s email marketer. We'll have industry veterans on-hand to answer your questions and facilitate the discussion. This is a great way to expand your network, meet other attendees, and knowledge share with your peers. 

These discussions will be held on Zoom. For the most optimal experience, we encourage all group participants to keep their cameras on during the discussions and be actively engaged by sharing your experiences and asking questions. By fostering a safe and open environment, we hope you’ll gain insights, fresh ideas, and new perspectives to benefit you and your organization in today’s ever-changing environment.

Limited spots are available. When maximum capacity is reached, Zoom discussion groups will be closed and attendees will no longer be able to join.

The two discussion groups are:

EMAIL STRATEGY SHARE

What are you doing to prepare for beyond 2021? How are you budgeting for the next year? New innovations, strategies, and changes for the future?

Facilitator: Corrina Cohen (@cwessel25)

Manager Caleres/ Famous Footwear

ADVANCING AND EMBRACING EDI

What’s happening now with Equity, Diversity and Inclusion in our email marketing community? What is the impact and how we can be part of the change in our sector?

Facilitator: Lakesha Holloway

Senior CRM & Personalization Strategist Atrium Health

WELCOME REMARKS

Matthew Vernhout

VP, Deliverability North America Netcore Cloud

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.

Award Presenter: 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 (@meladorri)

Head of Marketing Wildbit

THOUGHT LEADER SESSION 3: THE NEW RULES FOR EMAIL MARKETING: COMBINING PRIVACY & PERSONALIZATION

With customers’ heightened focus on privacy and an increasing demand for personalization, marketers need a new approach to email marketing. Focusing on the customer experience and building trust is key to balancing privacy and personalization. In this session, we’ll discuss the emerging strategies to add transparency to email marketing in order to drive opt-ins, reduce opt-outs and unsubscribes, and retain your subscriber list. 

Claire Feeney

Product Marketing Manager OneTrust PreferenceChoice

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 two executes over 120 unique email sends per week (six campaigns in more than 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 Šklíbová

Head of CRM & Emailing Notino

A WINNING HOLIDAY STRATEGY: ANALYZING, PLANNING, AND EXECUTING

Positive Promotions, an industry leader in personalized products for employee recognition, trade shows, and more, undertook an aggressive holiday 2020 email marketing program. In this case study session, attendees will receive practical guidance on creating a process of planning, testing, and analysis that can lead to impressive results, including:

1. A 67% lift in RPE by adding more product blocks to a successful 2019 email message
2. A 64% boost in RPE from subject line testing that put product category first
3. A resend that generate a 2571% lift of the RPE of the initial send

Learn what went right, and yes, what went wrong, so you can craft a similar program for your organization for Holiday 2021 and beyond.

Donnell Lankford (@DonnellLankford)

Digital Marketing & Email Manager Positive Promotions

SPEED NETWORKING ROUND 2

Learn fun and interesting facts about your fellow attendees! You’ll have a chance to connect with your peers, knowledge-share and broaden your professional circle. Take part in our second virtual networking event to meet and engage with others in multiple 1-1 personal meetings and socialize for 3 minutes each.

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 effective.

Udeme Ukutt (@uukutt)

Postmaster & Senior Systems Software Engineer LinkedIn

AI - LOVE IT OR LOATHE IT?

Is AI going to take over or will the future be a hybrid between the machine and the email marketer? We’ll discuss the challenges and benefits of using AI in your email program as well as share experiences.

Natalie Johnson (@phrasee_nat)

Vice President of Customer Success Phrasee

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 (@emailsyall)

Founder/Responsive Email Developer Emails Y'all

CLOSING REMARKS

Matthew Vernhout

VP, Deliverability North America Netcore Cloud