eTail East 2015

August 10-August 13, 2015

Call: 1.888.400.5404

Email & CRM Summit

08:00 AM - 08:30 AM Continental Breakfast & Registration

08:30 AM - 08:40 AM Welcome Remarks & Benchmarking Study



08:40 AM - 08:55 AM Chairperson’s Opening Remarks

08:55 AM - 09:30 AM Email Marketing Keynote Panel Discussion: The Email Checklist For 2015: Understanding The Technical Aspects Of Email Marketing To Garner A Greater ROI

Murali Narayanaswamy, VP Marketing & Strategy, RUE LA LA Drew Sirico, Sr. Director of Marketing, E-Commerce, Edible Arrangements Matt Rude, Email Marketing Manager, Oriental Trading Company 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
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Murali Narayanaswamy

VP Marketing & Strategy
RUE LA LA
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Drew Sirico

Sr. Director of Marketing, E-Commerce
Edible Arrangements
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Matt Rude

Email Marketing Manager
Oriental Trading Company
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Shauna Spangenberg

eCommerce Marketing Manager
NARS Cosmetics

09:30 AM - 10:20 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 - 10:50 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

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Karen Kolb

Sr. Director Customer Marketing
Gilt Groupe

10:50 AM - 11:25 AM Coffee & Refreshments



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
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Shawna Hausman

VP eCommerce & Digital Marketing
Giggle
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Seth Berman

Head of Acquisition & Retention Marketing
Redbubble
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Gary McEldowney

Director of Marketing
Boston Green Goods

12:00 PM - 12:25 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.

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Sharan Keswani

Director of Marketing, Creative Content
Combatent Gentlemen

12:25 PM - 1:15 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 - 2:05 PM Lunch & Networking

2:05 PM - 2:45 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


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Lareen Strong

VP Marketing
Franklin Covey

2:45 PM - 3:35 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 - 4:30 PM Afternoon Coffee & Refreshments



4:30 PM - 4:45 PM Conclusion Of Email Marketing & CRM Summit

4:45 PM - 5:30 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 - 11:59 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.