eTail East 2015

August 10 - 13, 2015

Boston, MA

Call: 1.888.400.5404

Est. 1999
Often Imitated, Never Duplicated.
We Are eTail

Email & CRM Summit

Monday, August 10th

Get More Out Of Your Email And CRM Programs

A lot more. Move the needle with strategies that truly retain customers. Increase your open rates and deliverability. Create campaigns that engross your customers. We’ll only talk email and CRM strategies, so you can leave with not only tons of notes, but real tangible ways to solve your challenges. As a bonus we’ll have
roundtables designed to answer your questions throughout the whole day.

Expand All Sessions [+] Collapse All Sessions [-]

8:00 AM Continental Breakfast & Registration

8:30 AM Welcome Remarks & Benchmarking Study


8:40 AM Chairperson’s Opening Remarks

8:55 AM Email Marketing Keynote Panel Discussion: The Email Checklist For 2015: Understanding The Technical Aspects Of Email Marketing To Garner A Greater ROI

Matt Rude, Email Marketing Manager, Oriental Trading Company

Murali Narayanaswamy, VP Marketing & Strategy, Rue La La

Drew Sirico, Sr. Director of Marketing, E-Commerce, Edible Arrangements

Shauna Spangenberg, eCommerce Marketing Manager, NARS Cosmetics

Email remains one of the most cost effective acquisition and retention tools available to marketers, but it is changing rapidly. As are the technical issues surrounding email. Stay on the cutting edge of the evolution of email after this kick-off interactive panel.

•    Understand inboxing issues
•    Manage quality control (last minute changing, managing version controls, etc.)
•    Work through deliverability challenges
•    Deal with spam traps (and don’t get trapped)
•    Learn about technical issues with ISPs that can hamper your efforts
 Matt Rude
Matt Rude
Email Marketing Manager
Oriental Trading Company
Matt has 10 years experience in direct-to-consumer digital marketing. He currently manages the email marketing program for Oriental Trading Company, the nation's largest direct merchant of value-priced party supplies, arts and crafts, toys and novelties.  He is a Certified Mobile Marketer (eMarketing Association) as well as certified in Large Accou ...[Read More]

 Murali Narayanaswamy
Murali Narayanaswamy
VP Marketing & Strategy
Rue La La
Murali is the VP of Marketing and Strategy at RueLaLa. He is responsible for Customer (Re-)Activation, Engagement, Database Marketing, Communication and Personalization. In this role he directly oversees Communication including Email, Push and Onsite messaging; customer (re-)activation and engagement including welcome streams, shipping and loyalty ...[Read More]

 Drew Sirico
Drew Sirico
Sr. Director of Marketing, E-Commerce
Edible Arrangements
With over 15 years of internet design, development and marketing experience, Drew Sirico joined the Edible team in January of 2014. He manages all Digital Marketing activity including Email Marketing, Social Media Marketing, SMS Text Campaigns, Search Engine Optimization (SEO) and acts as the primary liaison to the media agency of record for source ...[Read More]

 Shauna Spangenberg
Shauna Spangenberg
eCommerce Marketing Manager
NARS Cosmetics

9:30 AM Kickoff Of Interactive Roundtable Discussions

Summit Roundtable Moderators: (Each table is moderated by a Retailer and a technical expert; Each table discussion will last  25 minutes)

Table 1: Why Product Feeds Are The Barrier To Success In Behavioral Triggers
Moderator: Fayez Mohamood, CEO, Bluecore
Retail Moderator: Murali Narayanaswamy, VP Marketing and Strategy, Rue La La

Table 2: ‘Tis The Season For Retention: Data-Driven Email Campaigns For The Holidays
Moderator: Sam Sager, Account Manager, Windsor Circle
Retail Moderator: Jim McNamara, Digital Marketing Manager, Aubuchon Hardware

Table 3:
Moderator: dotmailer

Table 4: Push Your Email Campaigns Into The Future With Contextual Marketing
Moderator: Bridgette Darling, Product Marketing Manager, Adobe Campaign, Adobe

Table 5: Think Global, Target Local: The Micro World Of Marketing
Moderator: Keith White, Regional Director, SDL

Table 6: The State Of The Email Channel And The Path Forward
Moderator: Eldar Sadikov, Founder and CEO, Jetlore

10:20 AM Keynote: How You Can Identify The 20% Of Customers That Make Up 80% Of Your Revenues

Karen Kolb, Sr. Director Customer Marketing, Gilt Groupe

Relevance is important to all customers. And all customers are important. But trying to be all things to everyone can water down your brand and value proposition. Focusing on groups that provide the most bang for your buck is key. Karen will walk through Gilt’s CRM journey, and how to create personalized messages that really resonate with your customers.

•    Provide product and experiences that are relevant to your customers
•    Start with a deep look into your data
•    Talk to your customers and get feedback
•    Personalize your communications and make them high-touch to drive engagement (focusing on web, mobile and email)
•    Invest in the right tools and resources to support your programs
 Karen Kolb
Karen Kolb
Sr. Director Customer Marketing
Gilt Groupe
As the Senior Director of Customer Marketing for Gilt, Karen Kolb oversees member communications and customer retention programs.  Karen started her career at Gilt in May 2012 and since then has lead various initiatives to institute direct marketing best practices, improve member activation and reactivation and optimize the email experience for Gil ...[Read More]

10:50 AM Coffee & Refreshments


11:25 AM Content Panel Discussion: Delivering The Right Content To Increase Engagement And Open Rates

Shawna Hausman, VP eCommerce & Digital Marketing, Giggle

Seth Berman, Head of Acquisition & Retention Marketing, Redbubble

Gary McEldowney, Director of Marketing, Boston Green Goods

We’ve all heard content marketing is important for engagement. But what does this really mean for email marketers? How can you combine content marketing with your other messaging without sacrificing your promotions? In this group discussion, you’ll learn how this group tackled content marketing that really enhanced their brand, without comprising the integrity of really successful promotional campaigns.

•    Engage a prospect even if they aren’t ready to buy immediately
•    Develop an accurate content schedule
•    Work through potential internal resource challenges around email
•    Leverage social media and product knowledge as potential content
•    Get through the inbox “clutter” and get your customers to open your emails
 Shawna Hausman
Shawna Hausman
VP eCommerce & Digital Marketing
Giggle
Shawna Hausman is Vice President of Ecommerce and Digital Marketing at giggle, a retail brand specializing in healthy, stylish, and innovative baby products. Prior to giggle, Shawna was most recently Director of Ecommerce at West Elm, where she was responsible for the fastest growing business unit within Williams-Sonoma, Inc. Over the years, Shawna ...[Read More]

 Seth Berman
Seth Berman
Head of Acquisition & Retention Marketing
Redbubble
Seth Berman is Head of Acquisition & Retention Marketing at Redbubble, an art and design marketplace and global brand synonymous with creative individualism. At Redbubble Seth is accountable for driving profitable growth with paid advertising and email marketing.

Seth is also a mentor at 500 Startups, a seed fund and mentorship-drive
...[Read More]

 Gary McEldowney
Gary McEldowney
Director of Marketing
Boston Green Goods
Gary McEldowney is the Director of Marketing at Boston Green Goods, Inc. featuring its flagship brand of AllergyBuyersClub.  He has responsible for managing all of the company’s E-commerce initiatives including PPC advertising, affiliate marketing, email programs and data analytics as well as its direct catalog program.  Gary has over 10 years expe ...[Read More]

12:00 PM How Content Marketing Can Enrich Your Email Marketing Efforts

Sharan Keswani, Director of Marketing, Creative Content, Combatent Gentlemen

As consumers, we often don’t think about what channels (email, social media, content, etc.) are giving us what. We simply know what brands provide what we are looking for. Some brands are purely offer driven. Other brands are engagement-based. The best brands will deliver a great experience from beginning to end. As most brands are quick to drive a sale as their primary motive, including valuable rich content is often overlooked in email marketing strategies. Email isn’t just about driving sales. It’s about building a relationship with your customer and content marketing can help do that. You’ll hear how in this session.
 Sharan Keswani
Sharan Keswani
Director of Marketing, Creative Content
Combatent Gentlemen
Sharan is the Director of Marketing at Combatant Gentlemen, atechnology empowered fashion brand that is disrupting the direct-to-consumer menswear space by creating unbelievable price-to-quality ratios. Sharan currently oversees creative content creation, community-growth, social media and email marketing. Her vision for the Combat Gent brand is to ...[Read More]

12:25 PM Continuation Of Interactive Roundtables

Summit Roundtable Moderators: (Each table is moderated by a Retailer and a technical expert; Each table discussion will last  25 minutes)

Table 1: Why Product Feeds Are The Barrier To Success In Behavioral Triggers
Moderator: Fayez Mohamood, CEO, Bluecore
Retail Moderator: Murali Narayanaswamy, VP Marketing and Strategy, Rue La La

Table 2: ‘Tis The Season For Retention: Data-Driven Email Campaigns For The Holidays
Moderator: Sam Sager, Account Manager, Windsor Circle
Retail Moderator: Jim McNamara, Digital Marketing Manager, Aubuchon Hardware

Table 3:
Moderator: dotmailer

Table 4: Push Your Email Campaigns Into The Future With Contextual Marketing
Moderator: Bridgette Darling, Product Marketing Manager, Adobe Campaign, Adobe

Table 5: Think Global, Target Local: The Micro World Of Marketing
Moderator: Keith White, Regional Director, SDL

Table 6: The State Of The Email Channel And The Path Forward
Moderator: Eldar Sadikov, Founder and CEO, Jetlore

1:15 PM Lunch & Networking

2:05 PM BRAND NEW! Interactive Presentation And Hands-On Workshop: Moving The Needle Using Content Creation Programs

Lareen Strong, VP Marketing, Franklin Covey

Content creation is more than using social media programs. Combining your efforts across marketing channels plays an important role in creating and sustaining successful content creation programs.  For example, there was a campaign used across marketing channels that is partially responsible for a 30-day period sales increase of up to 300% in some instances for Franklin Covey.  And an open rate on “content” emails is two-to-three times the average open rate for a “standard/sales” marketing email.

Successful programs utilize strategy, creative, technology, and analysis to make your brand shine. This hands-on interactive session will have you guess what worked in select channels, and you’ll learn why. By attending this session, you’ll learn how to:

•    Align content marketing strategies and tactics with business goals.
•    Select appropriate marketing channels for content type – take a guess!  You could win a $50 gift card!
•    Hear what worked and why
•    Use brand advocates to increase engagement; piggy back off of cheerleaders.
•    Build it once, use it everywhere. Analyze and repeat the successes

 Lareen Strong
Lareen Strong
VP Marketing
Franklin Covey
As the Senior Director, Marketing at FC Organizational Products, the exclusive worldwide licensee of the FranklinCovey™ brand, Lareen oversees global marketing channels for nine brands and various sub-brands.

Lareen has 20 years of digital and print marketing experience.  She’s worked in a variety of industries, including consumer go
...[Read More]

2:45 PM Continuation Of Interactive Roundtables

Summit Roundtable Moderators: (Each table is moderated by a Retailer and a technical expert; Each table discussion will last  25 minutes)

Table 1: Why Product Feeds Are The Barrier To Success In Behavioral Triggers
Moderator: Fayez Mohamood, CEO, Bluecore
Retail Moderator: Murali Narayanaswamy, VP Marketing and Strategy, Rue La La

Table 2: ‘Tis The Season For Retention: Data-Driven Email Campaigns For The Holidays
Moderator: Sam Sager, Account Manager, Windsor Circle
Retail Moderator: Jim McNamara, Digital Marketing Manager, Aubuchon Hardware

Table 3:
Moderator: dotmailer

Table 4: Push Your Email Campaigns Into The Future With Contextual Marketing
Moderator: Bridgette Darling, Product Marketing Manager, Adobe Campaign, Adobe

Table 5: Think Global, Target Local: The Micro World Of Marketing
Moderator: Keith White, Regional Director, SDL

Table 6: The State Of The Email Channel And The Path Forward
Moderator: Eldar Sadikov, Founder and CEO, Jetlore

3:35 PM Afternoon Coffee & Refreshments


4:30 PM Conclusion Of Email Marketing & CRM Summit

4:45 PM Retailer-Only Speed “Dating”: Bring your business cards—you’ll need them!

Think speed dating, without the actual 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. This session is retailer-only.

5:30 PM eTail 2015 Welcome Reception: Summer Paradise In The City

Every night we’ll have mixologists on tap for our legendary evening receptions. Kick off the conference with some informal socializing, fun and laughter.