Owned channels are the backbone of lifecycle marketing. They’re our direct connection to our most loyal customers. But sometimes, they need a little TLC. Creative, audience modeling, machine learning, AI…where do we even begin? How do we rack up quick wins while driving the long-term vision? Michael’s Director of Lifecycle Marketing Liz Beer shares how they’ve overhauled their lifecycle marketing strategies from top to bottom to drive growth and revenue across email and SMS.

Loyalty fatigue is here. The market is oversaturated with points systems, and customers are questioning if they really need to sign up for yet another account. How do we acquire, engage, and retain customers to make them really feel like they’re our most valued? Join us as we talk about loyalty as a little “l” and how these marketing experts are designing, optimizing, and operationalizing the concept of loyalty beyond just another complicated point system.

In 2024 United expanded its marketing reach beyond email by launching both SMS and push. United’s Director of Targeted Marketing, Colleen Sanderson, and Senior Manager of Targeted Marketing, Kelly Hickey, will talk about their SMS launch strategy, their approach for how all their marketing channels will coexist, and their ultimate goal of building out customer journeys with channel preference in mind.

At one point, it was just email. Now, with push notifications, in-app messaging, SMS and more, we have a full suite of tools in our owned marketing arsenal to engage our most loyal customers. What content works best for what channel? What channel works best for re-engaging and converting lapsed customers? How do we manage cross-channel reach and frequency so we’re not overloading our customers with the same message? We’re sitting down with top CRM and lifecycle marketing experts to discuss how they’re thinking beyond just email.

Sephora is consistently lauded as the gold star of consumer lifecycle marketing. With its best-in-class Beauty Insider loyalty program, the retailer has not only built a cult-like following of fans, but it’s also sitting on a treasure trove of data it uses to personalize and create unique experiences for its shoppers to drive even more engagement. We’re sitting down with Stephanie Hu, Senior Director of Retention Marketing, to hear how Sephora’s built this center of excellence through automation, machine learning and dynamic content.

Customers may only see the creative that pops into the inbox or text message, but it’s the backend of our marketing technology that really makes our owned channels shine. How do we activate against all that data coming out of our CDP? What measurement strategies should we be using? How do we structure our automation and operations to extend to all CRM channels? This panel will discuss all this and more as we peek under the hood of all the things that must happen before we hit send.

Learn how American Airlines is testing into enhanced customer journeys designed to equip AAdvantage members with the context and tools to get the most out of their membership and experience with the AA brand​. We will discuss data-fueled design, strategic test plans, and translating data into insights that allow us to continually optimize the customer experience.

In today's dynamic digital landscape, email marketing remains a cornerstone of customer engagement and acquisition. However, as technology and customer expectations rapidly evolve, many organizations find themselves in the midst of a critical email marketing transformation. Megan Aburas, Senior Manager - Email Marketing at Zappos, shares her insights on how to master an ESP migration, benefits of omnichannel consolidation and how to empower your marketing teams to drive efficiencies.

The idea is the easy part. Getting buy-in, alignment, funding and resources is where things get tricky. For Kim Lewis, CMO of Capriotti’s Sandwich Shop, that comes to life daily as she works with her franchisees to educate, support and align on how to drive the business. Over her tenured career in QSR and retail, she’s rolled new programs, operated in established ones and reinvigorated stagnant campaigns. We’re sitting down with Kim to hear how she navigates  internal challenges, builds consensus and drives transformative change.

No marketing channel has evolved as much as email has. As we struggle to keep up with so much we can do, we’re caught in the crossfire of what we should be doing to innovate. How do we keep the lights on with BAU activities while we test & learn? What exactly is a learning agenda? Do we have to test everything? Or when should we just go do? From creative variations to audience segmentation, our panel will dive into strategies and tools that have enabled them to test faster and get to the insights quicker.