Despite text messaging and social media, email has remained an important tool in a marketer’s playbook. In a survey of marketing leaders, Gartner found that half of them planned to increase email spend in 2017. But before researchers can show whether or not that came to fruition, benchmarking for 2018 and beyond has begun. And new technologies like AI are changing the game, making it difficult for have-nots to stand out in a crowded inbox. At MediaPost’s Email Insider Summit Dec. 3-6 in Park City, Utah, industry leaders will come together to speak on the new email marketing best practices. These four panels and three networking events will have you hitting the slopes with the wind at your back in 2018.
Panel: Email and The Single Point of Truth
When: Monday, Dec. 4 at 9:45 a.m.
Moderator: Morgan Stewart, Co-founder and CEO, Trendline Interactive
Panelists: Carrie Knipfer, Senior Email Marketing Manager, Avery Products; Shannon, Senior Manager CRM, HP; and Bart Thornburg, Director of Email Marketing, Total Wine & More
Why Attend: People-based marketing is trending leading into 2018, but email was the original addressable media and strategizing how to move forward presents many questions. How are marketers building profiles that drive business goals rather than distract with irrelevant data? How are companies eroding those old silos to build this so-called “single point of truth?” And who will control the data trove? This panel of experts will provide answers.
Panel: Re-engaging the Quiet Customer
When: Tuesday, Dec. 5 at 9:15 a.m.
Moderator: Sian Desmond, Global Email Marketing Manager, InterContinental Hotels Group
Panelists: Chloe Dutschke, CRM and Content Marketing Manager, Shoes of Prey; Sharon Foster, Director, CRM, Consumer Interactive, TransUnion; and Scott Keyes, Founder/CEO, Scotts Cheap Flights
Why Attend: Despite your best attempts to consistently use email marketing best practices, lapsed subscribers and dormant customers happen. Learn strategic ways to give them a wake-up call.
Panel: AI and You — Decoding the Hype and Where to Start
When: Wednesday, Dec. 6 at 9:30 a.m.
Moderator: Kevin Kao, Sr. Manager, Email Marketing, New York Times
Panelists: Anna Bowles, Director, Growth & Retention, Square; Anitra Fenderson, Senior Managing Creative Director, Capital One; and Allison Kelly, Director of Channel Growth and Development, Cordial
Why Attend: Marketing experts and trades are buzzing about AI to the point investing in the technology has become one of the top email marketing best practices. 86% of retail marketers said they planned to invest in AI, according to a joint study by Persado and WBR Digital released in August. But where should a company that wants in start? How should marketers assess which technology is best for their brands and integrate with their current stack? A panel of experts, moderated by Kevin Kao of the New York Times (a Persado client) will delve into intelligent ways to implement AI marketing language.
Presentation: The Message is the Message
When: Wednesday, Dec. 6 at 10:15 a.m.
Presenters: Danielle Brownlee, Relationship Marketing Manager, Land O’Lakes; Lindsay Connolly, Senior Marketing Manager, Digital & Ecommerce, Gap/Athleta; and Josie Fox, Content Manager, Tito’s Handmade Vodka
Why Attend: Technology like AI and segmentation are all part of email marketing best practices. But language matters. If the brand doesn’t have a compelling story to tell about itself, the campaign will fall flat. Learn about how to keep your programs on message from a team of pros including Lindsay Connolly of Gap/Athleta (a Persado client).
And for fun…
Discussing email marketing best practices is fun and all, but so is the opportunity to mix mingle and hit the slopes with peers. Consider these events:
Cheetah Digital Ski Competition: Monday, Dec. 4 at 2 p.m.
Persado Fireside Dinner at Empire Canyon Lodge, Deer Valley Resort: Monday, Dec. 4 at 7:30 p.m.
After Party, Sponsored in part by Cheetah Digital: Tuesday, Dec. 5 at 9 p.m.