Vahalla Room, Stein Eriksen Lodge

Whether producing music with Aretha Franklin, writing songs for “Desperate Housewives,” or fighting to end violence against women—passion is the fuel that has driven Tena in her life and career. One of her current passions is email. Why? Because email is fueling her ability to help connect brands with consumers through curated music.

This session is a great gut check for all email marketers. Marketers will respond to a rapid fire series of questions about how they approach all of the important email tactics such as welcome messages, subject lines, preheaders, mobile, SMS integration and every other part of the subscriber journey. This panel will hit on the key issues facing email marketers every day and give attendees ideas to take home.

Talking about integration is nothing new, but these days the technology is beginning to catch up to where the hype has been for years. Brands really are being empowered to integrate their digital marketing efforts across channels. In this session, leading brands will discuss how they are integrating their varying marketing channels including linking their internal database platform with their ESP and their social providers. This panel will explore how brands are making those technologies talk to each other and how they are able to execute campaigns as they work with different vendors across platforms.

GameStop uses its PowerUp Rewards loyalty program, email click tracking, web analytics, coupon codes, and POS data to connect and measure ROI via email, direct mail, SMS, and more. This powerful data is then used to remarket to their customers. In this session Brad Nash, Marketing Director of Email and Lifecycle Marketing at GameStop will share practical, attainable applications of how GameStop has closed the measurement and tracking loop from clicks to bricks.

Not every email subscriber is as active as the next. Some subscribers are very unresponsive to email campaigns and these inactive consumers are driving down response rates. Marketers can reactivate these consumers through specifically targeted campaigns. This panel will examine how to reengage these inactive subscribers and figure out when it's time to give up on them.

Using Email to Distribute Rich Media – Table Lead: Tena Clark, Founder and CEO, DMI Music & Media Solutions
Overcoming Challenges in a Cross Channel Marketing Approach – Table Lead: Joel Book, Principal Marketing Research and Education, ExactTarget 
Finding Opportunities within Inactives – Table Lead: Phil Davis, CEO, Rapleaf
Leveraging Acquisition and Email in an Offline Environment – Table Lead: Brad Nash, Marketing Director – Email & Life Cycle Marketing, Gamestop

Skiing at the Deer Valley Resort
Snowmobiling at the Garff Ranch
Snowshoe Tour at the Deer Valley Resort

Olympic Ballroom Foyer, 1st Floor

Empire Canyon Lodge, Deer Valley Resort (via shuttle bus)

Troll Hallen Bar at Steins

After 45 years, American Airlines launched a new visual identity earlier this year. What were they thinking? Why mess with an iconic “AA” brand and the scissor eagle logo? In this presentation, Rick Elieson, American’s Managing Director of Digital will walk through the case for change and show examples of how American has modernized the digital channels to be reflective of the internal change that has been occurring the last couple of years, and why communication channels such as email were so critical to its successful launch.

Content and design are at the core to creating good messaging. This session will explore how marketers are thinking about their emails from the content curation and design perspective. It will enlighten attendees with real world strategies and help them make their own emails stand out by giving them ideas on how to stoke the content fire. The panel will delve into replicability and scale and how to manage content roadblocks.

Consumers are getting a lot more control of their inbox these days. Consumer email companies like Gmail are making it easier for consumers to ignore unwanted emails by filtering promotional messages into the “promotions” tab and giving users the ability to control where and when they see messages. Some industry insiders are worried that this will hurt email marketing, others have pointed out the benefit of having consumers read their emails when they are in the mindset to shop. This panel will address how more marketers are dealing with more empowered consumers.

Are you ready for a world where over 50% of emails are opened on mobile devices? We'll all be there by January! Get a peek into the future from WeddingWire, where subscribers are already over 70% mobile. WeddingWire has successfully implemented a mobile-first email strategy, featuring fully responsive emails that adapt to just about any screen size and feature device-dynamic content. In this session, Matt will share the strategies and tactics used to mobile optimize WeddingWire's entire email marketing program and boost click-through rates by as much as 38%.

The majority of emails are opened on a mobile device today. In this session, email marketing experts will discuss the challenges involved in optimizing emails for mobile and how they have overcome those issues.

Driving Brand Experience Via Email – Table Lead: Rick Elieson, Managing Director of Digital/AA.com, American Airlines
How to Create Great Email Content – Table Lead: Matt Hickman, VP Global Accounts, YesMail Interactive
Tips for Mobile Design – Table Lead: Matt Byrd, Senior Email Marketing Manager, WeddingWire.com
Embracing Consumer Control in Email – Table Lead: Angela Sanchez, VP, Direct Marketing, Universal Music Group Distribution

Skiing at the Deer Valley Resort
Tubing at Gorgoza Park
Yoga in the Wellness Studio

1st floor, Silver Lake Lodge (down the hill from Stein's bar)

Email marketers today are being asked to do more than drive traffic to the website. As the role of the email team expands, many organizations lack the right skillset to take on the challenge and drive results. Alan will reveal how your organization can reach solutions fast using a unique mix of hiring practices, team goals and experience.

Is email the new face of your branding? More and more marketers are looking at email to help shape their branded messages rather than merely focusing on it as a specific channel driver. This approach is giving email a more important seat at the table and requires a new skill set for marketers, requiring them to be more brand oriented than simply tactical practioners. This panel will explore how email can be transformative and lead messaging all the way up to TV spots, and will explore how negative branding can come from a bad email program.

Relevance and personalization are vital components of successful marketing campaigns. Brands with multiple locations face the challenge of coordinating messaging while catering to their local audiences. Marriott International, Inc., a leading lodging company with more than 3,700 lodging properties in 73 counties and territories, recognized the need for a more robust content distribution tool for their hotels and franchisors to use. Marriott has built a digital platform—with a foundation of data and technology that enables them to deploy customer communications based on desired targeting while maintaining brand consistency and governance.

Email marketers love to talk about personalization, but it's a real challenge to create a truly personalized experience. Data is helping make email more personal and dynamic, but too much data can leave marketers struggling. This panel will uncover the issues associated with creating personalized email ... and how to get out from under the big data challenge and overcome those barriers in their own campaigns.

In this final panel, marketers from across the industry will talk about the key takeaways that they learned at the conference and share their thoughts on how they’ll employ these new ideas into their own marketing programs.

Driving Transactions from the Inbox – Table Lead: Alan Clifford, VP of Email Marketing and CRM, LivingSocial
Email Campaigns Driving Loyalty – Table Lead: Clark Cummings, Senior Manager, Email Marketing, Marriott
Getting Personal in the Inbox – Table Lead: Kay Kerman, Senior Manager Digital Marketing, American Airlines