Transform EMAIL Summit- Pre-Day August 21st, 2023 (Retailer Only)
Focusing on email, SMS, Retention, CRM and loyalty
7:30 am - 8:00 am
Continental Breakfast
8:00 am - 8:05 am
Welcome Remarks
8:05 am - 8:30 am
Keynote: The 2023 Customer Retention Playbook: Tips To Reduce Churn and Drive Long-Term Loyalty
Jemima Miller -
Global Head of CRM,
The Body Shop
As new customer acquisition costs continue to rise, brands are turning their focus to customer retention. And regardless of CAC’s, a successful brand has a robust retention strategy that continuously nurtures existing customers. Hear how one retailer is doubling down on retention to drive brand advocacy and long-term growth. Review tried and true retention strategies and new ideas to try such as:
- Creating a customer loyalty and referral program
- Perfecting the post purchase experience
- Building a community that brings your customers together and keeps them engaged
- Focusing on customer service at every interaction
- Aligning with and supporting causes that appeal to your customer’s values (environmental, social justice, etc.)
- Ensuring a seamless omnichannel experience
8:30 am - 8:45 am
Chairperson’s Opening Remarks
Rhon Bell -
Director, CRM Strategy,
Cordial
8:45 am - 9:15 am
Panel Discussion: Moving Beyond Last Click Attribution: The Key Questions To Ask About Your Email Program
Anthony Chiulli -
Director, Product Marketing,
Cordial
Aaron Magness -
CMO,
Thistle
David Contract -
VP, Marketing,
The Betesh Group, Inc.
Last click attribution can be overrated, as customers are engaging with your brand beyond clicks and opens. Only looking at last click attribution leaves out a ton of useful conversion data. In this session, learn how one retailer has identified more robust ways to examine their email program data.
Talk through additional methods for gauging success like:
- Examining the conversion rate for your emails, and how does it compare to other marketing channels
- Looking at how your open and click-through rates compare to industry benchmarks
- Identifying what factors may be contributing to conversion rate changes over time
- Measuring the effectiveness of your email subject lines, calls-to-action, and content in driving engagement and conversions?
- Using A/B testing to continuously improve the performance for your email program
- Determining how you might better personalize or optimize emails to improve performance
9:15 am - 9:25 am
Roundtable Host Introductions
9:25 am - 10:45 am
Interactive Roundtables
Peter Moloney -
CEO,
Loyalty Builders
Klaus Werner -
Former SVP/CMO,
Global Industrial
Angie Weyman -
Product Marketing Manager,
Litmus
Rhon Bell -
Director, CRM Strategy,
Cordial
Mitch Daniels -
Account Executive, Sales,
Retention.com
Nicholas Einstein -
VP, Product Marketing & Global Head of Analyst Relations,
Netcore
Rachel Bergman -
GM, North America,
MoEngage
(Each table is moderated by a Sponsor Executive & Retail Client with 3 rotations, 25 minutes each)
Table 1: Loyalty Science: The 3 Proven Steps to Higher Lifetime Value
Do you know how many new customers you need to replace just one “loyal” customer? One sure way to increase revenue and profit is to reduce that number. If you’d like to learn the simple, proven, data-driven marketing formula that does this efficiently, this is the roundtable for you. Discussion topics:
- Measuring and tracking loyalty.
- Using predicted customer demand to control each phase of customer loyalty.
- Simplifying customer-centric marketing on any channel to build loyalty.
Moderator: Peter Moloney, CEO, Loyalty Builders
Client Moderator: Klaus Werner, Former SVP/CMO, Global Industrial
Table 2: Actionable A.I. - Giving Shoppers What They Want, Before They Know They Want It
AI-driven technologies help retail marketers personalize emails with content that will resonate with subscribers, before they even know they want that content. Relying on artificial intelligence for predictive recommendations is critical when it comes to effective personalization at scale. We will talk about the challenges retail marketers face when trying to harness the power of A.I. and your shopper behavior data to serve individualized product recommendations at scale in order to boost engagement and revenue.
Discussion topics:
- What does artificial intelligence mean for today’s retail marketer?
- Types of data that influence shopper behavior and purchase
- Seeing A.I. as an innovative tool in the marketers tool belt, not as a replacement
Moderator: Angie Weyman, Product Marketing Manager, Litmus
Table 3: Supercharging List Growth for DTC brands
Moderator: Mitch Daniels, Account Executive, Sales, Retention.com
Table 4: Tactics, Strategies and Tips to Effectively Activate Customers Across Channels to Drive Engagement and Demand
We’ll discuss deploying the best email or SMS series at the right time and with the right amount of personalized content to turn newly acquired subscribers into first time purchasers. These strategies will help build a healthy active file as well as increase customer LTV
Moderator: Rhon Bell, Director, CRM Strategy, Cordial
Table 5: Inbox Commerce & In-channel Conversions: The future of profitable eCommerce
Moderator: Nicholas Einstein, VP, Product Marketing & Global Head of Analyst Relations, Netcore
Table 6: AI + Email: Separating Hype from Reality for Marketers
Moderator: Rachel Bergman, GM, North America, MoEngage
10:45 am - 11:15 am
Morning Coffee & Refreshments
11:15 am - 11:40 am
Conversation: Membership, Subscription, Referral and Loyalty Programs: Determining The Right Retention Path For Your Brand
Anthony Chiulli -
Director, Product Marketing,
Cordial
Caitlin Conway -
Senior Global Digital Strategist,
Clark's
Matt Leonard -
CMO,
Purple Carrot
Lanna O'Connor -
Director, Loyalty & Digital Marketing,
RaceTrac
The right retention model for your business will depend on your unique business goals, target audience, and the value you can offer to your customers. Hear more about how different retailers are thinking about their retention strategy and walk away with ideas for determining the right option (or combination of options) for your brand.
11:40 am - 12:55 pm
Continuation of Interactive Roundtables
(3 rotations, 25 minutes each)
1:10 pm - 2:10 pm
Lunch For all Attendees
2:10 pm - 2:40 pm
Panel Discussion: Elevating Email Engagement To Stand Out In The Inbox
Anthony Chiulli -
Director, Product Marketing,
Cordial
Glenn Paster -
Email Marketing Director,
Potpourri Group
Pratik Bhadra -
CEO, North America,
Netcore
With more companies vying for share of inbox than ever before, how can you really differentiate and get customers to stop scrolling and click on your email?
In this panel, hear opinions around best email engagement strategies and what is no longer effective in today’s rapidly changing retail landscape.
Review ideas for:
- Customizing email to follow customers’ path from awareness to consideration
- Aligning marketing to understand customers’ unique consideration patterns as they narrow
- Assessing signal points and capitalizing on customers’ intent, impressions to drive long term path
- Being responsive to customers’ needs and optimizing email relevancy
- Automating and delivering email messages that are seamless, connecting the habits of yours customer and your overall business goals
2:40 pm - 3:00 pm
Case Study: Balancing A “High Touch” Strategy in a “High Tech” World To Build Consumer Loyalty
John McDonnell -
Managing Director, International,
Tito’s Handmade Vodka
- Sharing insights into marketing spirits in an increasingly digital world to tap into a wider market
- Innovating with new approaches to engage younger adult consumers
- Staying savvy in the evolving 21st Century marketplace to improve brand perceptions
- Learning from examples of how retailers are changing with the times to increase brand traction
- Finding ways to build consumer loyalty through brand identity to fortify brand longevity
3:30 pm - 3:50 pm
Fireside Chat: How To Successfully Mesh Email and Partnership Marketing
Celeste Lee -
Co-Founder,
Caire Beauty
3:50 pm - 4:20 pm
Panel Discussion Remix: It Takes Two: Determining The Right Mix Of Email and SMS
Anthony Chiulli -
Director, Product Marketing,
Cordial
Glenn Paster -
Email Marketing Director,
Potpourri Group
Adriana Fudala -
VP, Marketing,
Clarks Americas, Inc.
Josh Mendelsohn -
Director of Product Marketing,
Klaviyo
An effective customer engagement strategy usually involves email marketing in some form, but more and more brands are also adding in SMS touchpoints to strengthen the connection with their customer. These strategies ideally should work in tandem as they are both quite personal methods of communication. Join a diverse group of panelists as they walk through the successes they’ve seen with combining these two channels. Hear ideas around:
- Reviewing the benefits of integrating SMS with your existing email strategy
- Increasing engagement with the additional touch point of email
- Combining analytics from SMS and email to identify patterns and get a more accurate customer picture
- Using SMS to bolster email and vice versa
- Ensuring your content is aligned across both channels (ie same landing pages, destination links, etc)
4:20 pm - 4:20 pm
Conclusion Of Email Summit
4:30 pm - 5:00 pm
Retailer Only Speed Networking in Backbay C
5:00 pm - 6:15 pm
New England Nautical Party in the EXPO
Ahoy, mateys! Get ready to set sail on a New England nautical adventure with eTail’s Kick off Reception. Join us in the EXPO Hall for lobster rolls, craft beers and more delicious seaside fare.