Email & CRM Summit: You Can Get More Out Of Your Email and CRM Programs

Continental Breakfast & Registration

Welcome Remarks & Benchmarking Study

Chairperson’s Opening Remarks

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Paul Fredrick is heavily focused on their CRM and email programs. They are optimizing their triggers and thinking about the lifecycle of the customer. After leaving this kickoff session, you’ll understand the relevancy of this type of email content for your customers, and identify new opportunities to create relevant customer touchpoints.

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This keynote session is all about retention – how to engage customers, drive loyalty and ensure your CRM strategies are actually working. Our panelists will delve into their retention channels, what is working, what isn’t, and how to drive success in CRM for the future.

• Reviewing email implementations that drive engagement
• Creating direct mail campaigns that drive retention
• Learning about push notifications/SMS programs that have really moved sales
• Understanding the evolution of CRM (going from blast/batch to more sophisticated triggered notifications)
• Getting to a one to one type of communication with customers to drive long-term loyalty

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Kickoff Of Interactive Roundtable Discussions

Table 1: The Importance Of Audience Segmentation Across Triggered And Campaign Email Programs
Moderator: Ali Norwood, Director of Customer Marketing, Bluecore
Retail Moderator: Justin Roisman, Email Marketing Specialist, Perry Ellis International


Table 2: The Role of Email in World-Class User Engagement
David Rangel, VP of Marketing, Iterable
Retail Moderator: Mindy Welford, Senior Manager of Email and CRM, Spring

Table 3: Data Science & Marketing Automation: Critical Factors To Achieve Email Marketing Success
Moderator: Ray Newmark, VP Sales, SparkPost
Retail Moderator: Marcus Wickes, Digital Mediaholic, Jane.com

Table 4: Dealing With A Competitive Inbox Landscape
Moderator: Forest Bronzan, CEO, Email Aptitude

Table 5: Expanding Email Revenues Using Testing And Automation
Moderator: Ed Hallen, Co-Founder, Klaviyo

Table 6: Powerful Ideas To Profitably Increase Your List Size
Moderator: Ross Kramer, Co-Founder and CEO, Listrak

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Coffee & Refreshments

In this interactive panel session, understand how to use content to make every email you send to your customers count. Build an effective content strategy that increases open rates, improves subscriber engagement, facilitates sharing and optimizes email performance.

• Using content resources at your disposal
• Examining alternative types of content generation (outside of blogs, etc.)
• Using UGC in the best way possible (how to best use what your customers are already giving you)
• Using content to drive click-throughs (not just opens)
• Training your customers to see the value in content, even if they don’t make a purchase

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Continuation Of Interactive Roundtables

Table 1: The Importance Of Audience Segmentation Across Triggered And Campaign Email Programs
Moderator: Ali Norwood, Director of Customer Marketing, Bluecore
Retail Moderator: Justin Roisman, Email Marketing Specialist, Perry Ellis International


Table 2: The Role of Email in World-Class User Engagement
David Rangel, VP of Marketing, Iterable
Retail Moderator: Mindy Welford, Senior Manager of Email and CRM, Spring

Table 3: Data Science & Marketing Automation: Critical Factors To Achieve Email Marketing Success
Moderator: Ray Newmark, VP Sales, SparkPost
Retail Moderator: Marcus Wickes, Digital Mediaholic, Jane.com

Table 4: Dealing With A Competitive Inbox Landscape
Moderator: Forest Bronzan, CEO, Email Aptitude

Table 5: Expanding Email Revenues Using Testing And Automation
Moderator: Ed Hallen, Co-Founder, Klaviyo

Table 6: Powerful Ideas To Profitably Increase Your List Size
Moderator: Ross Kramer, Co-Founder and CEO, Listrak

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Lunch For All Attendees

Email is still a primary revenue driver. As inboxes get more crowded, ensuring the effectiveness of every single email that is sent to each individual customer is critical to the success of your email program. In this session, we will walk through the steps you need to take to test, evaluate, and optimize your email list.

• Doing pattern matching within your database (when and when you shouldn’t email your list)
• Decreasing your opt-outs
• Making your email list more potent
• Saving you from getting blocked by spam houses
• Evaluating whether to do this in-house or outsource

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Providing relevant and timely communication to your customers can mean the difference between a value-generating interaction versus noise; or worse, an unsubscribe. Similarly, providing a targeted offer to a customer may mean getting them to buy versus needlessly giving away your margins.

In today’s data-driven world, customers have come to expect hyper-personalized communication, content and offers. Learn practical tips around segmenting your audience and maximizing Lifetime Value from your customers. See how Blinds.com implemented these tried-and-true methods, providing consistent 20-30% gains, contributing millions of dollars in additional revenue.

• Behavior-based triggers
• Customer lifecycle communication
• LTV segments
• Demographic & psychographic personas
• Predictive clusters

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Afternoon Coffee & Refreshments

Conclusion Of Email Marketing & CRM Summit

Think speed dating (without the date)! This fun session lets you meet a load of new and interesting people before the main conference kicks off. The best part? You’ll have a few minutes of conversation with everyone in the room, so be prepared to make a lot of new friends. Bring your business cards—you’ll need them.

We’re kicking off eTail East in fabulous style at our Brazilian Welcome Reception. You'll instantly be transported to Rio with amazing food, Brazilian drinks, live Olympic games, and a surprise appearance or two. Grab a drink or two, there’s no better time to meet new friends than at our infamous evening receptions.