eTail Boston 2019

August 19 - 22, 2019

The Sheraton, Boston

Transform EMAIL & RETENTION Summit - Monday, August 19th, 2019

Focusing On eMail, CRM, Loyalty Best Practices

Move the needle with creative strategies that keep customers in the loop with your products. Increase your open rates. Inform, entertain, and increase AOV with content emails. We’ll only talk email during this day, so you leave with not only tons of notes, but tangible ways to solve your challenges. As a bonus we have roundtables designed to get you talking with your peers.

7:45 am - 8:20 am Continental Breakfast & Registration Sponsored By Zaius

Time to fuel up for a great day of in-depth learning on how to continue connections with eMail and personalization.

8:20 am - 8:25 am Welcome Remarks

Megan Kessler, Program Director at eTail East

Megan Kessler

Program Director
eTail East

8:25 am - 8:50 am Keynote Fireside Chat: Away—Creating Long-Term Customer Loyalty, Engagement, and Retention

In this session, Away's Director of Retention Marketing, Christine Petric, will discuss: how Away is uniquely building loyalty and retention strategies that create long-term engagement and allow them to meet where their customers where they are; why they emphasize quality over quantity at every single touchpoint with customers and how that translates to higher engagement and long-term success; and how to create a personalized, winning email marketing strategy that drives engagement and conversion.
• Retention and engagement strategies that keep your customers at the forefront of your brand experience
• Developing a personalized and data-driven email marketing strategy
• Why (and how) a retention strategy should be folded into your brand DNA to effectively drive long-term loyalty and community

Christine Petric, Director of Retention Marketing at Away

Christine Petric

Director of Retention Marketing
Away

Liz Segran, Staff Writer at Fast Company

Liz Segran

Staff Writer
Fast Company

8:50 am - 9:05 am Chairperson’s Opening Remarks

April Mullen, Director of Consumer-First Marketing Adoption at Selligent Marketing Cloud

April Mullen

Director of Consumer-First Marketing Adoption
Selligent Marketing Cloud

9:05 am - 9:35 am Keynote Panel Remix: How Your Customer Really Feels About eMail…Are You A Time Suck?

With so many channels to connect, how are you keeping eMail relevant? It is critical to know which content will lead to an effective retention program. Testing and measuring the effectiveness of the program and iterating as needed will lead to long term connection. Digital Marketing executives on this panel give you their best tips to enhance the customer and buyer relationship:
• Testing all content and subject lines—ensuring they truly reflect the email’s purpose
• Ensuring personalization so the message is all about the customer—what tools are top for 1:1
• Incorporating design elements like video and ensuring they are purpose driven
• What you can do to prevent friction in communications and ensure lasting loyalty
Dallas Roumayah, Digital Marketing Manager at La-Z-Boy

Dallas Roumayah

Digital Marketing Manager
La-Z-Boy

Michelle Hadley, Manager, CRM & Data Analytics at The Body Shop

Michelle Hadley

Manager, CRM & Data Analytics
The Body Shop

Andrew Higgins, VP, International & Growth at Pixlee

Andrew Higgins

VP, International & Growth
Pixlee

9:35 am - 9:45 am Roundtable Host Introductions

Hear quick intros from your roundtable hosts and get ready to take a deep dive into the latest challenges related to eMail and retention marketing.
Get your email challenges solved by expert roundtable moderators from:

Table 1: Balancing Consumer-First Marketing With Profits
Moderator: April Mullen, Director of Consumer-First Marketing Adoption, Selligent Marketing Cloud
Retail Moderator: Jennifer Palerino, Head of Marketing, Digital, Vitacost.com

It’s becoming increasingly clear that consumers hold the cards. They’re empowered and they have more choices than ever. Enter “Consumer-First Marketing” which puts a customer’s needs before the brand’s desire to push product. It’s a good philosophy, but how do you balance that with driving a profit—especially in email? This roundtable discussion is to share ideas and ideate as a group on creative ways to balance both.
 
This roundtable will be led by Jennifer Palerino, Head of Marketing, Digital – Kroger /Vitacost.com and April Mullen of Selligent Marketing Cloud, where they’ll ask some thought-provoking questions to keep the conversation lively and engaging.


Table 2: Why Are There So Many Hurdles On The Path Of Personalization?
Moderator: Matt Limeri, Retail Strategist Bluecore

Table 3: Metrics And KPIs: What Do You Track? How Do You Define Success? Is There A Better Way? 
Moderator: Jeanne Jennings, Author and Strategist, Email Optimization Shop

Table 4: Closing The Loop: Maximizing LTV Through Retention & Reengagement
Moderator: Melanie Kinney, eMail Marketing Manager, GasBuddy
April Mullen, Director of Consumer-First Marketing Adoption at Selligent Marketing Cloud

April Mullen

Director of Consumer-First Marketing Adoption
Selligent Marketing Cloud

Jennifer Palerino, Head of Marketing, Digital at Kroger/Vitacost.com

Jennifer Palerino

Head of Marketing, Digital
Kroger/Vitacost.com

Matt Limeri, Retail Strategist at Bluecore

Matt Limeri

Retail Strategist
Bluecore

Jeanne Jennings, Author and Strategist at Email Optimization Shop

Jeanne Jennings

Author and Strategist
Email Optimization Shop

Melanie Kinney, eMail Marketing Manager at GasBuddy

Melanie Kinney

eMail Marketing Manager
GasBuddy

10:35 am - 11:05 am Morning Coffee & Refreshments

Your mind is buzzing with ideas so grab some coffee and keep it going!

11:05 am - 11:30 am Growing Revenue By Humanizing Your Email + Retention Marketing

Retention efforts usually fail to take into account that there is a person behind the email address, relying solely on data to power the “when, who, and where to market”. It takes human intelligence, relatability and empathy to pitch, convince, delight and sell more product because, at the end of the day, there is a person behind the email with a need to fill. Having spent time in B2B sales + digital marketing, Isaac teaches you how to combine human + digital philosophies into Adorama’s marketing efforts and how he grew their email revenue 400% in three years.

This discussion will address:

• How to personalize, empathize and connect with your customer in a digital world
• Understanding and leveraging the “the power of why” in your marketing
• Focusing on the KPI’s that truly matter to your email + retention efforts
• How to orchestrate artificial intelligence with human intelligence
Isaac Hyman, Director, CRM + Retention at Adorama

Isaac Hyman

Director, CRM + Retention
Adorama

In this session you will learn what you should start doing today, things you should stop doing tomorrow, and most importantly, how to set yourself up for customer loyalty and growth in 2020 and beyond. Whether you are critiquing your existing program or considering starting a new one, you will learn about:
  • The 2019 Loyalty Landscape - What Matters Today?
  • Loyalty Program Design - A Framework for Success
  • Loyalty vs. Membership vs. Subscriptions
  • The Role of Content - How to Build Momentum through Relevance

Jared Vestal, Consultant & Advisor at Digital Fuel Capital

Jared Vestal

Consultant & Advisor
Digital Fuel Capital

Kiran Gowda, Vice President, Digital Marketing & eCommerce at Digital Fuel Capital

Kiran Gowda

Vice President, Digital Marketing & eCommerce
Digital Fuel Capital

Get your email challenges solved by expert roundtable moderators from:

Table 1: Balancing Consumer-First Marketing With Profits
Moderator: April Mullen, Director of Consumer-First Marketing Adoption, Selligent Marketing Cloud
Retail Moderator: Jennifer Palerino, Head of Marketing, Digital, Vitacost.com

It’s becoming increasingly clear that consumers hold the cards. They’re empowered and they have more choices than ever. Enter “Consumer-First Marketing” which puts a customer’s needs before the brand’s desire to push product. It’s a good philosophy, but how do you balance that with driving a profit—especially in email? This roundtable discussion is to share ideas and ideate as a group on creative ways to balance both.
 
This roundtable will be led by Jennifer Palerino, Head of Marketing, Digital – Kroger /Vitacost.com and April Mullen of Selligent Marketing Cloud, where they’ll ask some thought-provoking questions to keep the conversation lively and engaging.


Table 2: Why Are There So Many Hurdles On The Path Of Personalization?
Moderator: Matt Limeri, Retail Strategist Bluecore

Table 3: Metrics And KPIs: What Do You Track? How Do You Define Success? Is There A Better Way? 
Moderator: Jeanne Jennings, Author and Strategist, Email Optimization Shop

Table 4: Closing The Loop: Maximizing LTV Through Retention & Reengagement
Moderator: Melanie Kinney, eMail Marketing Manager, GasBuddy
April Mullen, Director of Consumer-First Marketing Adoption at Selligent Marketing Cloud

April Mullen

Director of Consumer-First Marketing Adoption
Selligent Marketing Cloud

Jennifer Palerino, Head of Marketing, Digital at Kroger/Vitacost.com

Jennifer Palerino

Head of Marketing, Digital
Kroger/Vitacost.com

Matt Limeri, Retail Strategist at Bluecore

Matt Limeri

Retail Strategist
Bluecore

Jeanne Jennings, Author and Strategist at Email Optimization Shop

Jeanne Jennings

Author and Strategist
Email Optimization Shop

Melanie Kinney, eMail Marketing Manager at GasBuddy

Melanie Kinney

eMail Marketing Manager
GasBuddy

2:15 pm - 2:35 pm Engaging Online Shoppers In A Mobile-First World With Text Messaging

Online flower retailer Teleflora was looking for innovative ways to capture the attention of their customers in a world dominated by mobile devices. In an effort to reach these mobile shoppers in a personalized way, Teleflora rolled out a text message marketing channel. Now, the brand uses mobile messaging in a variety of ways, like alerting subscribers of sales around popular holidays known for gifting flowers—like Mother’s Day—and sending mobile cart abandonment reminders to recover otherwise lost revenue.

This discussion will address:
  • Examples of real-time mobile messaging to engage mobile shoppers and drive revenue
  • How Teleflora quickly launched a performance marketing channel to reach shoppers at scale
  • Performance metrics since implementing a brand new marketing channel

David Lorango, Senior Director eCommerce Marketing at Teleflora

David Lorango

Senior Director eCommerce Marketing
Teleflora

12:45 pm - 1:45 pm Lunch For All Attendees

Take this time to chat and chew with someone you may not have met yet!
eMail remains the most direct line of communication to your customers. Are you keyed into what really makes customers want to open your message, or are you being “swiped left” to trash? Leaders on this panel give you ideas to speak like your customer for a “human touch,” nurturing customers’ valued relationship for top customers’ connections. Join them “Tonight Show” style as you hear their success stories (and challenges!) one at a time and then discuss as a group:
• Re-invigorating nurturing programs so customers know they are at the center of brands’ initiatives
• Listening to customer demand – through all channels—to be at a customer’s beckon call
• Exploring intent data to boost account based marketing to know what the customer wants before they do
Lauren Carnell, Director of CRM and Customer Loyalty at Varsity Spirit

Lauren Carnell

Director of CRM and Customer Loyalty
Varsity Spirit

Kylie McCarthy, Director of CRM at Drizly

Kylie McCarthy

Director of CRM
Drizly

Ajay Kapoor, VP, Global Marketing, Digital, DTC, CX, and CR at Helen of Troy

Ajay Kapoor

VP, Global Marketing, Digital, DTC, CX, and CR
Helen of Troy

2:35 pm - 3:05 pm Guest Speaker And Interactive Session! You’re Doing It All Wrong (Here’s How To Do It Better): Testing To Boost eMail Performance

Email marketing is usually profitable, thanks to its low cost. But many email marketers are still leaving money on the table – because they don’t effectively test to generate higher ROIs. Join Jeanne for this fast-paced, interactive session (she is an adjunct digital marketing professor at Georgetown University!)  to learn how to: 
• Outline a scientific testing process
• Develop an effective test hypothesis
• Execute a test without introducing error
• Confirm that your test results are significant
• Free up time and resources so you have time to do testing
• Make performance testing standard operating procedure for your email team
• And more
Jeanne Jennings, Author and Strategist at Email Optimization Shop

Jeanne Jennings

Author and Strategist
Email Optimization Shop

3:05 pm - 3:30 pm Afternoon Coffee & Refreshments

The day is winding down but there are still a great evening ahead! Fuel up during this time.

3:30 pm - 3:30 pm Conclusion Of The TransformEMAIL + RETENTION SUMMIT Summit

Join us for Cocktails & Conversations, followed by the House of Blues reception!
Grab a cold beer or a glass of wine and join your new peers during informal conversations organized by retail vertical. Kick off the evening right by meeting people with similar challenges and walk away with new ideas to take back to your office. 

Verticals include: 
• Apparel And Accessories 
Hosted By: Jennifer Wasik, VP of Marketing, Occasion Brands

• Mass Merchants and Discount Department Stores 
Hosted By: Craig Kapilow, Senior Director, Brand Partnerships & Integrated Marketing, Rue La La

• Beauty/Wellness/Fitness 
Hosted By: Brittany Capalbo, Senior Manager, Paid Acquisition, Clarins, Michelle Hadley, Manager, CRM & Data Analytics, The Body Shop

• Toys and Hobbies; Home Decor And Home Goods 
Hosted By: Fabio Marciano,Director, Digital Marketing, Benjamin Moore & Co, Lauren Abramson, Search Marketing Manager, Benjamin Moore & Co.
• Hard Goods (inclu. Consumer Electronics And Office Products)
Jennifer Wasik, VP of Marketing at Occasion Brands

Jennifer Wasik

VP of Marketing
Occasion Brands

Craig Kapilow, Sr. Director of Brand Partnerships & Integrated Marketing at Rue La La

Craig Kapilow

Sr. Director of Brand Partnerships & Integrated Marketing
Rue La La

Fabio Marciano, Director, Digital Marketing at Benjamin Moore & Co.

Fabio Marciano

Director, Digital Marketing
Benjamin Moore & Co.

Lauren Abramson, Search Marketing Manager at Benjamin Moore & Co.

Lauren Abramson

Search Marketing Manager
Benjamin Moore & Co.

Michelle Hadley, Manager, CRM & Data Analytics at The Body Shop

Michelle Hadley

Manager, CRM & Data Analytics
The Body Shop

5:00 pm - 7:00 pm House of Blues Reception

Get ready for food, brews and blues at Boston’s iconic House of Blues! Rock out with dueling pianos and get your dancing shoes on with your new friends. This party is BACK due to high demand. Shuttles provided in front of Sheraton Lobby, starting at 4:45.

6:00 pm - 6:00 pm Registration Closed

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