eTail Palm Springs 2020

February 24 - 27, 2020

JW Marriott, Palm Springs, CA

Transform EMAIL + RETENTION Summit

February 24, 2020

Focusing On Email, Retention And CRM Best Practices

This Retailer Only summit focuses entirely on email, retention and CRM 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.

7:15 am - 7:45 am Networking Breakfast & Registration

Time to fuel up for a great day of in-depth learning on how to continue to optimize your eMail & retention strategies. 

7:45 am - 7:50 am Welcome Remarks

Megan Kessler, Program Director at eTail Palm Springs

Megan Kessler

Program Director
eTail Palm Springs

7:50 am - 8:10 am Keynote: The Omni Perspective: From Buzzword To Dogma

Why is Omni back in the radar of top businesses? Didn’t we exhaust the term in the early 2010’s? Been there, done that, or have we? This is a story of a company reinventing itself from product focused to customer focused, wherever they are and however they wish to be marketed to. Omni is no longer a tactic or focus group but rather the mutation in the DNA of some of the worlds most lauded brands. It should be found in every tactic and strategy. Tommy Lamb defines and drives the strategic CRM personalization plan at Sephora, and he’ll present detailed, actionable tactics that help you redefine omni and CRM best practices.

  • Change the way you think of “omni” – what does it mean for you?
  • Connect the dots across disparate data sources, channels, priorities, and teams
Tommy Lamb, Director, CRM Strategy at Sephora

Tommy Lamb

Director, CRM Strategy
Sephora

8:10 am - 8:25 am Chairperson’s Opening Remarks

Agathe Westad, Director of New Business at Optimove

Agathe Westad

Director of New Business
Optimove

8:25 am - 8:50 am Keynote Panel Discussion: Acting On A Glimpse: Getting Your Customers To Open Your Email

The effectiveness of your email campaign is often measured by how many of your customers and prospects open your emails.  Lifecycle marketing and email leaders from brick and mortar and online retailers such as Lands’ End, Live Nation and Clutter break down and present specific tactics to increase your open rates and guarantee email success. 

  • Formatting your layout in an optimal way
  • Reviewing personalized subject lines
  • Setting up personalized messages based on customer behavior
  • Comparing competitors: how are you standing out amongst the clutter?
Scott Cohen, Email Marketing Manager at 1-800 Contacts

Scott Cohen

Email Marketing Manager
1-800 Contacts

Brian Schmidt, Head of CRM & Lifecycle at Clutter

Brian Schmidt

Head of CRM & Lifecycle
Clutter

Emma Coria, Email Production Manager at Live Nation

Emma Coria

Email Production Manager
Live Nation

8:50 am - 9:10 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 email visionaries. 

Table 1: Bounce X Roundtable
Executive Presenter, Bounce X

Table 2: Phrasee Roundtable
Moderator: Victoria Peppiatt, COO, Phrasee
Retail Moderator: Kristi Wraspir, Director, CRM Strategy & Personalization, Best Buy

Table 3: Bluecore Roundtable
Executive Presenter, Bluecore

Table 4: Optimove Roundtable
Moderator: Lynn Petesch, Director of Customer Success, Optimove

Table 5: Measuring Your Deliverability – The KPIs You Might Be Missing
Moderator: Brad Van Der Woerd, VP Professional Services, YES Marketing

Table 6: Liveclicker Roundtable
Executive Presenter, Liveclicker
Retail Moderator: Sandra Cordero, CRM Manager, Torrid

Table 7: MessageGears Roundtable
Walter Rowland, SVP, Growth, MessageGears

Table 8: Balancing Consumer-First Marketing With Profits 
Moderator: Kat Berman, Head of Global Sales Enablement, Selligent
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. 

Table 9: Leave No Shopper (Data) Behind - Delivering Relevance Into Marketing, Commerce, And Service
Moderator: Rick Kenney, VP of Industry Strategy, Zaius
Victoria Peppiatt, COO at Phrasee

Victoria Peppiatt

COO
Phrasee

Kristi Wraspir

Director, CRM Strategy & Personalization
Best Buy

Lynn Petesch

Director of Customer Success
Optimove

Brad Van Der Woerd, VP, Professional Services at YES Marketing

Brad Van Der Woerd

VP, Professional Services
YES Marketing

Walter Rowland

SVP, Growth
MessageGears

Sandra Cordero

CRM Manager
Torrid

Kat Berman, Head of Global Sales Enablement at Selligent Marketing Cloud

Kat Berman

Head of Global Sales Enablement
Selligent Marketing Cloud

Rick Kenney, VP of Industry Strategy at Zaius

Rick Kenney

VP of Industry Strategy
Zaius

10:30 am - 11:00 am Morning Coffee & Refreshments

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

11:00 am - 11:20 am Keynote: Better Than Best Practices: Creating Your Own Secret Sauce

As an email marketer, people are always asking for best practices, expecting a “secret sauce” combination of what drives revenue: “When is the best time to send an email?” “What types of subject lines work the best?” The truth is, the best practice for your company will be based on your own data. Calm is building out an email program that’s optimized based on Calm’s own users’ behaviors. Discover why Calm members are asking to be re-subscribed to emails and sharing screenshots of their emails on their social media. In this session, we’ll explore:

  • Campaigns that cater and serve what’s most important to the user, not the company. No personalization engine required.
  • Building your own baseline with a data-driven approach that caters to your business, instead of following industry best practices that may be irrelevant.
  • How to identify and utilize behavioral data to optimize for engagement, conversion and retention.
Sue Cho, Head of Lifecycle Marketing at Calm

Sue Cho

Head of Lifecycle Marketing
Calm

Get your email challenges solved by expert roundtable moderators from email visionaries. 

Table 1: Bounce X Roundtable
Executive Presenter, Bounce X

Table 2: Phrasee Roundtable
Moderator: Victoria Peppiatt, COO, Phrasee
Retail Moderator: Kristi Wraspir, Director, CRM Strategy & Personalization, Best Buy

Table 3: Bluecore Roundtable
Executive Presenter, Bluecore

Table 4: Optimove Roundtable
Moderator: Lynn Petesch, Director of Customer Success, Optimove

Table 5: Measuring Your Deliverability – The KPIs You Might Be Missing
Moderator: Brad Van Der Woerd, VP Professional Services, YES Marketing

Table 6: Liveclicker Roundtable
Executive Presenter, Liveclicker
Retail Moderator: Sandra Cordero, CRM Manager, Torrid

Table 7: MessageGears Roundtable
Walter Rowland, SVP, Growth, MessageGears

Table 8: Balancing Consumer-First Marketing With Profits 
Moderator: Kat Berman, Head of Global Sales Enablement, Selligent
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. 

Table 9: Leave No Shopper (Data) Behind - Delivering Relevance Into Marketing, Commerce, And Service
Moderator: Rick Kenney, VP of Industry Strategy, Zaius
Victoria Peppiatt, COO at Phrasee

Victoria Peppiatt

COO
Phrasee

Kristi Wraspir

Director, CRM Strategy & Personalization
Best Buy

Lynn Petesch

Director of Customer Success
Optimove

Brad Van Der Woerd, VP, Professional Services at YES Marketing

Brad Van Der Woerd

VP, Professional Services
YES Marketing

Walter Rowland

SVP, Growth
MessageGears

Sandra Cordero

CRM Manager
Torrid

Kat Berman, Head of Global Sales Enablement at Selligent Marketing Cloud

Kat Berman

Head of Global Sales Enablement
Selligent Marketing Cloud

Rick Kenney, VP of Industry Strategy at Zaius

Rick Kenney

VP of Industry Strategy
Zaius

Reengagement emails play a critical role in lifecycle marketing campaigns, and when faced with increased unsubscribe rates, retailers can face a number of risks including email deliverability issues or damage to your sender reputation.  Learn to turn your inactive subscribers into active subscribers in this dynamic panel, with digital marketing, email and Co-Founders from the skincare, travel and oral care industries. Learn trade secrets and leave with pages of notes to get your customers to reengage today.

  • Reviewing the biggest missteps retailers make that lead to unsubscribes
  • Evaluating reasons for disengagement: Time? Affinity? How to analyze the differences
  • Creating new customer interactions that are focused on re-engagement 
  • Thinking about how to “not scare them away”: Keeping them engaged long term
Dre Madden, Sr. Director of Marketing, Digital Products & Channels at Rodan + Fields

Dre Madden

Sr. Director of Marketing, Digital Products & Channels
Rodan + Fields

Angela Vega, Sr. Marketing Manager, Traveler Email at VRBO

Angela Vega

Sr. Marketing Manager, Traveler Email
VRBO

Brittany Stewart, Co-Founder, COO at BURST

Brittany Stewart

Co-Founder, COO
BURST

1:05 pm - 2:05 pm Lunch & Networking

Generation Z has incredible buying power and they are in fact opening email, contrary to popular belief. Join this group of retailers as they walk you through the Gen Z trends they are observing and ideas for how to capture their attention and loyalty. This session will discuss:

  • The current Generation Z customer journey expectations and how to market to them
  • What aspects of messaging marketers need to focus on or enhance for retention and CLV
  • Exchanging information for product benefits—taking “advantage” of an open generation
Alex Tshering, SVP of Marketing at FIGS

Alex Tshering

SVP of Marketing
FIGS

Boaz Ariely, VP, Performance Marketing at Il Makiage

Boaz Ariely

VP, Performance Marketing
Il Makiage

Gabriela Cruz, Sr. Manager, Digital Marketing at Bliss

Gabriela Cruz

Sr. Manager, Digital Marketing
Bliss

Catherine Seaton, Sr. Director, Marketing at Windsor Store

Catherine Seaton

Sr. Director, Marketing
Windsor Store

Get your email challenges solved by expert roundtable moderators from email visionaries. 

Table 1: Bounce X Roundtable
Executive Presenter, Bounce X

Table 2: Phrasee Roundtable
Moderator: Victoria Peppiatt, COO, Phrasee
Retail Moderator: Kristi Wraspir, Director, CRM Strategy & Personalization, Best Buy

Table 3: Bluecore Roundtable
Executive Presenter, Bluecore

Table 4: Optimove Roundtable
Moderator: Lynn Petesch, Director of Customer Success, Optimove

Table 5: Measuring Your Deliverability – The KPIs You Might Be Missing
Moderator: Brad Van Der Woerd, VP Professional Services, YES Marketing

Table 6: Liveclicker Roundtable
Executive Presenter, Liveclicker
Retail Moderator: Sandra Cordero, CRM Manager, Torrid

Table 7: MessageGears Roundtable
Walter Rowland, SVP, Growth, MessageGears

Table 8: Balancing Consumer-First Marketing With Profits 
Moderator: Kat Berman, Head of Global Sales Enablement, Selligent
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. 

Table 9: Leave No Shopper (Data) Behind - Delivering Relevance Into Marketing, Commerce, And Service
Moderator: Rick Kenney, VP of Industry Strategy, Zaius
Victoria Peppiatt, COO at Phrasee

Victoria Peppiatt

COO
Phrasee

Kristi Wraspir

Director, CRM Strategy & Personalization
Best Buy

Lynn Petesch

Director of Customer Success
Optimove

Brad Van Der Woerd, VP, Professional Services at YES Marketing

Brad Van Der Woerd

VP, Professional Services
YES Marketing

Walter Rowland

SVP, Growth
MessageGears

Sandra Cordero

CRM Manager
Torrid

Kat Berman, Head of Global Sales Enablement at Selligent Marketing Cloud

Kat Berman

Head of Global Sales Enablement
Selligent Marketing Cloud

Rick Kenney, VP of Industry Strategy at Zaius

Rick Kenney

VP of Industry Strategy
Zaius

3:50 pm - 4:15 pm Choice Architecture in eMail Marketing

As marketers we craft messages, creative assets and consumer journeys to help people make choices. We hope that beautifully designed emails, obvious buttons and accessible landing pages will make the path to purchase easy. However, consumer choices are as logical as the path to purchase is linear. The decision-making process can be flawed and marketers must design with that in mind. This presentation will outline different cognitive biases and go in-depth with ways to leverage it in email marketing. 
  • Why is it important to consider cognitive biases in email marketing?
  • What if marketers used these biases to help consumers make choices easier or faster?
  • What are examples of cognitive biases in email and how to use them (ethically)?
  • How do you use choice architecture to shape the most effective email strategy?
Angela Vega, Sr. Marketing Manager, Traveler Email at VRBO

Angela Vega

Sr. Marketing Manager, Traveler Email
VRBO

4:15 pm - 4:15 pm Conclusion Of Transform Email + Retention Summit

Relax with a cocktail and chat with other retailers in your vertical who share your pain points. You’ll meet the peers who can give you tons of advice and technology recommendations.

1. 0-25 Million in online revenues
Hosted By: Kari Slater, VP, Digital Marketing & eCommerce, SCOUT 

2. 25 – 100 Million in online revenues
Hosted By: Gabriela Cruz, Senior Manager, Digital Marketing, Bliss

3. 100 – 500 Million in online revenues
Hosted By: Sue Cho, Head of Lifecycle Marketing, Calm

4. 500 Million+ in online revenues
Hosted By: Jean-Marx Mantilla, Digital Marketing Director, Lands’ End
Kari Slater, VP, Digital Marketing & eCommerce at SCOUT

Kari Slater

VP, Digital Marketing & eCommerce
SCOUT

Gabriela Cruz, Sr. Manager, Digital Marketing at Bliss

Gabriela Cruz

Sr. Manager, Digital Marketing
Bliss

Sue Cho, Head of Lifecycle Marketing at Calm

Sue Cho

Head of Lifecycle Marketing
Calm

Jean-Marx Mantilla, Digital Marketing Director at Lands' End

Jean-Marx Mantilla

Digital Marketing Director
Lands' End

5:15 pm - 5:15 pm Conclusion Of Cocktails & Conversations

5:15 pm - 6:30 pm eTail Seize The Seasons Receptions!

Pick one of four parties to join!

1. APRES SKI - Costas Nightclub
No skiing experience required to enjoy this apres hot spot. Warm up at Costas Nightclub!

2. SPRING CHERRY BLOSSOMS - Mikado Restaurant
Spring is nature’s way of saying let’s party! Head on over to Mikado Restaurant for refreshing cocktails and apps.

3. SUMMER SOLSTICE - The Pointe
Put a little sizzle in your step at the Pointe and enjoy all things summer!

4. FALL OKTOBERFEST - Rockwood Grill
No worries, you can leave your dirndl and lederhosen at home and just enjoy a nice bier by the fire at the Rockwood Grill!

5:15 pm - 5:15 pm Registration Closed