OPENING REMARKS/HOUSEKEEPING

Michael Donnelly

Executive Vice President, Marketing Technology ANA

IN-PERSON WORKSHOP: COMPELLING THE CLICK: EMAIL CONTENT & COPYWRITING BOOT CAMP

Whether you’re an email marketing contributor at enterprise-level or the solo email rock-star at your brand, the chances are good that figuring out what to say and how to best say it with email has fallen hard upon your shoulders. Whether it’s writing briefs for agencies and in-house creatives or organizing content and writing email copy itself, the struggle is real. How do you grab subscriber's attention right from the subject line, then concisely communicate your UVP, get to the point, inject personality, and motivate response, all while staying true to your brand voice? Those of us who’ve been in this hot seat know it’s easier said than done.

This boot camp style workshop will de-mystify email message copy and content creation. We’ll start with insight into what compels engagement and response in the first place, then break down a process for identifying and effectively communicating the main point of your campaign, your offer, value prop, or transformational outcome in every message. Learn when and how to emphasize benefits vs. features, organize message hierarchy, apply proof points, and include supporting details. See how to align messaging across a continuum from inbox to landing page and gain ideas for balancing what goes where. We’ll even dive into subject line, pre-header, headline copywriting wins, and overall copywriting best practices specifically for email. Join us and end the spin-cycle of creative freak-out, 11th-hour copywriting, and multiple rounds of revisions that ultimately miss the mark.

Karen Talavera

Founder & Principal Synchronicity Marketing

IN-PERSON WORKSHOP: EMAIL'S ROLE IN THE TECH-DRIVEN PRIVACY SHIFT

Major tech companies have caused a major shift in the privacy landscape. Apple's Mail Privacy Protection, sunsetting of third-party cookies on Apple, Mozilla and soon Google, and other changes means marketing and what we can track is changing. Email is going to play a pivotal role in this shift. During this 90-minute workshop you'll learn:

• What changes have happened, what it means and the impact to marketers
• How zero and first-party data and channels that use it are going to increase in importance
• How you, as an email and CRM expert, can lead positive changes to your overall marketing strategy and make an impact on customer experience and revenue

April Mullen

Senior Director of Brand & Content Marketing SparkPost

WELCOME RECEPTION

OPENING REMARKS/HOUSEKEEPING

Michael Donnelly

Executive Vice President, Marketing Technology ANA

OPENING KEYNOTE: EMAIL MARKETING IN FLUX: THE BIGGEST CHANGES IMPACTING THE CHANNEL

The email marketing channel has evolved considerably over the past decade, but the pace of change has accelerated going into 2022. During this keynote, Oracle Marketing Consulting’s Chad S. White will discuss the biggest changes rocking email marketing, including:

• The sunsetting of third-party cookies driving an increased focus on customer identification and the collection of zero- and first-party data through email marketing
• Apple’s Mail Privacy Protection forcing marketers to take a holistic, cross-channel approach to selecting safe mailable audiences
• The pandemic raising consumers’ expectations for smooth, well-orchestrated omnichannel experiences

Email marketing is more powerful than ever, but the strategies and tactics needed to succeed are changing. Learn how to adapt your program.

Chad S. White

Global Head of Research, Oracle Consulting Oracle

YOU'VE GOT (E)MAIL

Kelly Haggard has over 20+ years in email marketing, covering B2B, B2C, B2B2C, acquisition, and more. In this session, she’ll share her expertise on how to get the correct email address for your customers using omni channel marketing to ensure your message is delivered. You’ll learn how to drive email engagement quickly, tips to clean your email list, the lifetime value of a subscriber, and testing strategies.

Kelly Haggard

VP, Channel Innovation and Optimization Synchrony

HOW ASICS' CONSUMERS ARE RUNNING THE SHOW

It’s no surprise that companies you do business with these days are collecting data on you…but are they using it to benefit you? There are multiple ways to collect data - from transactions to surveys to email to social media. Learn how ASICS uses email, loyalty, and data collection to fuel the consumer journey and why companies should be listening to their most important stakeholder, the consumer.

Jennifer Hoth

Director of Global Loyalty Marketing & CRM ASICS

WINNING YOUR RFP IN 2022 - WHAT YOU NEED TO KNOW

Running an RFP for a new ESP is more than just getting to the point of selecting a new ESP. You want to make sure you are selecting the best ESP for your company’s unique requirements. So, this year we’re back with more ideas and advice on how you can ensure that your company does make the right decision. In this Q&A with brands having recently completed an RFP, we’ll talk about how they avoided the traps normally associated with poor RFP outcomes (including not even making it to the finish line).
Key takeaways from this session will include:
• Does it really make a difference to you what type of pricing model different ESPs use?
• How do ESP platforms differ from one another, and should you care when selecting a new partner?
• If your company is also looking at CDPs, how should that impact your ESP search?

Moderator: Christopher Marriott

President & Founder Email Connect

ANA ECHO AWARD WINNER CASE STUDY

Hear from the creators of the ANA International ECHO Award: Email Category winning Huggies "We Got You, Baby" campaign. You'll learn how Huggies' successful new brand purpose comes through in highly personalized and effective email journeys, designed to drive consumer awareness, retention and long-term engagement.

Moderator: Ruth Tempest

Sr. Manager - Group Account Director Accenture Interactive

HOW TO LEVERAGE IDENTITY TO CREATE EMAILS YOUR CUSTOMERS ACTUALLY WANT TO OPEN

As people have become more and more digitally reliant over the past couple of years, they’ve also started to treat their inboxes like virtual malls—scouring for the best deals and latest product releases. This has led to an influx of messages hitting their inbox and has made it harder than ever to ensure you’re standing out from your competition. In this discussion, we’ll address true individualization and reveal ways you can supercharge your emails by leading with customer intelligence and intent to predict interest, deliver relevancy, and drive results. After all, no true omnichannel marketing strategy is complete until your emails are firing on all cylinders.  

Winnie Shen

Senior Vice President of the Data Cloud Zeta Global

SUCCESSFUL CAREER PATHS FOR EMAIL MARKETERS

We have seen an explosive growth happening within email marketing roles, which can be attributed to the fact that, as a function, it is what “keeps the reach and connection with the customer train running” for organizations. Email marketing’s role is no longer considered “the outsider” among the broader marketing or IT organizations, but instead it’s the glue. However, many people entering the field of email marketing will want to know where their career will take them. Additionally, seasoned email marketers will often wonder how their skills and experience can apply to different roles and what career progression looks like.

In this session you'll learn:
• What makes a successful email marketer: personal habits that make them a good leader and core competencies they need to develop
• Typical roles and responsibilities that email marketers have and own
• Tips on how to pivot your marketing career path
• How email marketing roles have changed

Guilda Hilaire

Director, Product Marketing Salesforce

EEC AWARDS CELEBRATION

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

Ryan Phelan

Managing Partner RPEOrigin

HOW TO REFRESH YOUR EMAIL CREATIVE THROUGH TEMPLATES & CONTENT

Email design and content-driven campaigns are a crucial part of a successful omnichannel strategy. Through smart templating and content strategy, brands can become a part of their subscriber’s everyday routines. Attendees of this session will learn the importance of keeping email templates fresh, best practices for design, and tips for easy adaptation. You’ll learn:

• Design that keeps content fresh
• Utilizing our “sell, sell, fun” strategy
• How to keep open rates high and unsubscribes low

Matthew Caldwell

Senior Vice President, Worldwide Creative Director Data Axle

BUILDING AND LEVERAGING AN INTERNAL CDP

Customer Data Platforms (CDPs) have become wildly popular - they seem to do just about everything when it comes to customer data. They help you store it, provide identity resolution, let you create segments and journeys, and then ship the data to your messaging provider(s). They're not a magic bullet, though. They come with a high price tag, create vendor lock-in, and create another silo for your data.

Some enterprises, like Best Buy, have taken a different approach. Instead of buying a CDP, they've created their own internally - the Enterprise Data Platform (EDP). The EDP is built on Google BigQuery, a modern data warehouse. It houses everything for direct marketing - customer profiles, behavioral data, product data, and even content management data. It has given Best Buy several advantages for their email marketing programs, including removing data friction by giving vendors direct access, having one single source of truth for customer data, and giving teams across the company customized insights on the email engagement data collected.

Session takeaways include:
- Factors involved when deciding to build or buy your CDP
- Benefits of building your own CDP
- How Best Buy is powering email personalization with their internal CDP

Mike Orenstein

Senior Product Manager, Marketing Technology Best Buy

ASK ME ANYTHING! A DELIVERABILITY-FOCUSED PANEL DISCUSSION ABOUT EMAIL

Do you know what it takes to hit the inbox? Our panel of email specialists with a combined 44 years of experience in deliverability do! Whether you’re actively facing an issue or are looking for technical, strategic, or creative advice, no deliverability topic is off limits during this Ask-Me-Anything session.

Join email deliverability geeks from Mailgun, Platonic Ideal, SocketLabs and SparkPost for a candid discussion about the strategies, tactics and tricks you need to know to keep your emails flowing into the inboxes of recipients.

Bonus: follow our panel of deliverability geeks on LinkedIn and Twitter for a chance to submit your most pressing questions ahead of time. They’ll make sure to answer them live during the session, and they’ve promised not to answer every question with “it depends”. ;-)

Attendees can expect:
• A 30-minute session where the audience is encouraged to ask questions relevant to maintaining or improving their deliverability.
• Insights into how mailbox providers define engagement and what email metrics and data points senders should monitor to better understand your email audience, detect deliverability issues, and improve the recipient experience.
• Guidance on what best practices are essential to email success vs a nice-to-have Almost anything, as long as it’s related to email deliverability, of course!
• Bring your burning questions to be answered live, or submit them to our panel of deliverability geeks ahead of time.                          

Moderator: LB Blair

Founder Platonic Ideal

B2B EMAIL: RECIPE FOR ENGAGEMENT & DELIVERABILITY SUCCESS

Creating highly engaging email marketing campaigns that not only achieve break-through response, but also break-through deliverability barriers in the B2B space can be immensely challenging. In this session, you’ll learn Honeywell’s recipe for international B2B email success. Discover how they boosted deliverability, open and click-through rates across the board while maintaining a gold standard of compliance with global data privacy laws AND making a positive impact on the sales pipeline. From selecting the right platform to staffing, strategy, testing and optimization, Honeywell has taken B2B email to a new level of excellence and creativity.

Makiko Hultz

Marketing Operations Manager Honeywell

LEAVING DISCOUNTS BEHIND: RE-BALANCING BRAND AND DISCOUNT

Learn how Eddie Bauer successfully pivoted away from an “always on sale” pricing strategy to a full-price, brand-forward strategy while increasing sales, conversion, and margin – in the middle of a global pandemic and unprecedented supply chain and shipping challenges – utilizing customer data, strategic promotions, and email. Listen to the journey, follow the ups and downs, and walk away with some actionable insights for your own business.

Angela Gow

Director, Site Merchandising & Email Eddie Bauer

ANA RESPONSE RATE REPORT 2021

When it comes to direct marketing media strategies, email remains king among advertisers while social media is gaining ground and running a close second, according to a new ANA study.
The study, Response Rate Report 2021: Performance and Cost Metrics Across Direct Media, revealed that email was the most used medium in all campaign types (B2B, B2C, and split B2B/B2C), averaging an 82 percent usage rate among respondents. Social media came in second at 74 percent.
In this session Mark Kaline, Senior Vice-President, Data & Analytics at the ANA, and John Follett, Co-Founder, Customer Success Officer at Demand Metric, will take you through other key findings that may impact your business and help increase the effectiveness of your next direct marketing effort.

Mark Kaline

Senior Vice President, Data & Analytics ANA

OPENING REMARKS

Michael Donnelly

Executive Vice President, Marketing Technology ANA

KEYNOTE: HOW EY OPTIMIZES EMAIL TO BUILD ITS BRAND

According to its CMO Toni Clayton-Hine, EY’s purpose, to build a better working world, is ingrained in everything it does—from the people they hire to the way they work to the marketing programs they execute.

With deep digital expertise, privacy compliance knowledge, and technical proficiency, Lou Cohen serves as Digital Marketing and Demand Generation Leader, Director at EY, reporting to the CMO. In this session, Cohen shares his insights into how EY blends its purpose and authenticity messaging with its marketing automation email channel to build its brand.

Lou Cohen

Director, Digital Marketing and Demand Generation Leader EY

MASTERING SUBSCRIBER LIFECYCLE MANAGEMENT

It’s no secret email is a powerful digital marketing channel and growing and maintaining a healthy email subscriber list has never been more critical to a company or organization’s success.

Catering to your subscriber needs throughout their lifecycle is the key to maintaining a healthy relationship. Learn how AARP, a nonprofit serving nearly 38 million members acquires new subscribers while respecting their privacy and honoring permissions, delivers relevant content and manages subscriber attrition.

Suzanne Graham

VP, Digital Customer Relationship Management AARP

RISE ABOVE THE CLUTTER - BIMI HELPS YOUR BRAND STAND OUT IN THE INBOX

Branding matters as a marketer and has been in use over the years to “legitimize” messaging to consumers. BIMI (aka Brand Indicators for Message Identification) is a “teaser” and carrot to build DMARC adoption, but it’s really not that complicated. In this session, join the BIMI experts from Red Sift and LinkedIn who will explore all aspects of “BBB”: what BIMI is, the positive impact it can have on your email marketing strategy, and real-life brand experience with it.

BIMI in simple terms is a (new) email standard to display your recognizable brand logos - adjacent to email messages. It boosts chances to get noticed and increases consumer engagement by combining the powers of PROPER email authentication tied to (1) DMARC [email authentication techy protocol/spec designed to protect unauthorized use of a domain name] and (2) visual impact of a recognizable, trusted and verified brand logo. Let’s also not forget a potential boost in open rates, improved brand recall, and more.

Key takeaways from this session include: What are the perks of DMARC and BIMI? How does BIMI improve email engagement? Why is BIMI cool and right for you?

Brian Westnedge

Senior Director, Channels Red Sift

BEYOND THE LAST CLICK: EXPLORING THE DATA THAT DRIVES YOUR EMAIL PROGRAM

Last click attribution is awful. Your customers engage with your brand (and your email marketing program) beyond just clicks and opens. And your reports could be leaving out upwards of 40% of the conversions and revenue your program generates.

During this session, SmileDirectClub’s Scott Cohen will arm you with better, more robust ways to look at data and attribution to get you and your program the credit you deserve. You’ll take away:

- More complete ways to look at email campaign success beyond just last click attribution.
- Broader customer behavior metrics that can help you determine the best audiences for your email program.
- The right questions to ask your internal teams when you go back to work.

Scott Cohen

Director, CRM Lead Conversion SmileDirectClub

EMAIL: THE MOST EFFECTIVE TOOL FOR REACHING THE RIGHT AUDIENCE AT THE RIGHT TIME WITH THE RIGHT MESSAGE

Media planners earn their keep by helping brands determine the right medium for the right audience at the right time allowing marketers to follow with the right message. Email marketers, however, are their own planners and with a bit of creativity and thoughtfulness (and data!) effectively utilize email to not only push out offers and discounts, but increase customer acquisition, brand knowledge, brand affinity, and "loyalty" (read: increased spend/visit frequency) without a traditional "earn and burn" rewards program.

See how the ingenuity of the Black Bear Diner marketing team accomplished all of this and more on a limited budget and learn how you can apply these strategies to your business and fully leverage this valuable asset within your marketing toolbox.

Mike Mirkil

Vice President of Marketing Personica

SERVING LOYALTY LIKE ROYALTY: BURGER KING'S RECIPE FOR ACQUISITION AND ACTIVATION

The path to improving guest experience among evolving expectations has been clear for Burger King: create customer value in gathering first-party data, make owned experiences more useful, and align activation with cultural moments. Join Burger King and Merkle to learn how brands across verticals can borrow strategies set forth to tackle QSR challenges.

Paige Sheedy

CRM and Loyalty Lead Burger King

CONVERSATIONS ABOUT THE INBOX

The challenges of getting engagement in receivers inboxes continues to increase, as the overall volume of email and the fight for attention increases. From external threats targeting your brand to internal data management issues resulting in your mail delivering to the bulk folder, or worse getting blocked. Learn from the teams behind the email technologies at Proofpoint, Comcast, and Spamhaus what your brand should be doing to cut through the noise and send engaging and relevant emails your subscribers want.

Hear from our panel of experts on how marketers can adapt and utilize new technologies for successful email delivery and how to drive brand performance. Whether it is data hygiene practices, implementation of authentication, AMP for email or BIMI you’ll want to hear what this panel has to say.

You’ll learn about:
• Emerging solutions like AMP for email and BIMI
• Easily avoidable mistakes made by brands
• How to engage with mailbox and block list providers

Moderator: Matthew Vernhout

VP, Deliverability North America Netcore Cloud