Email Optimization & Segmentation Summit

8:00 Continental Breakfast & Conference Registration Continental Breakfast & Conference Registration

8:35 Chairperson’s Opening Remarks Chad Malchow, VP of Sales and Client Service, North America, Return Path Chairperson’s Opening Remarks Chad Malchow VP of Sales and Client Service, North America, Return Path Vice President of Sales and Client Service, North AmericaExpertise: email marketing, email deliverability, sender reputation Chad joined Return Path in a direct sales role in 2000. Over the years, he played a leading role in growing Return Path offerings from a single ECOA product to a suite of email deliverability, reputation and response services. In March of 2005, he was promoted to Vice Presid [read more]

8:50 Keynote Session: E-Mail Marketing: How To Leverage Your E-Mail File Without Abusing Your Customers Charlie Cole, VP Online Marketing, Lucky Brand Jeans E-mail marketing to a CRM file is a fine balance. It can be a significant value add and drive incremental revenue, but it can also drive your customers to madness and have them hit the spam button. In this session, the head of Online Marketing at leading multi-channel apparel Lucky Brand Jeans focuses on the basics of e-mail marketing, analytics that should be reviewed after each blast, testing methodologies, and the best way to understand whether or not e-mail is serving its purpose at your company. Gather an introduction to basic e-mail analytics Leave with creative testing ideas, how to do it the best way Obtain detailed segmentation strategies Obtain advanced techniques to maximize your email program Charlie Cole VP Online Marketing, Lucky Brand Jeans Charlie is an experienced and respected leader in all things Internet, from online advertising to analytics. He has a proven track record of implementing visionary online strategies that have seen massive business growth for the various brands he has worked with now and in the past. Renowned for steering real estate lead generation and marketing company, HouseValues toward advertising online, Char [read more]

9:25 Keynote Panel Discussion: Optimization Across The Email Customer Lifecycle: Rewriting Best Practices Chris Herzog, VP E-Commerce Development, Geeks.com Eric Kirby, CEO & Founder, Connection Engine Jared Blank, VP eCommerce, Tommy Hilfiger Jenn McClain, VP Online Marketing and Analytics, Chico's FAS Liz Ryan, Former Director Email Marketing, Threadless Tiffany Berry, Manager Online Marketing, philosophy How can you improve deliverability of your email programs? From large multi-channel organizations to small to midsize pure-plays, every company is reviewing their bottom line and looking for ways to increase the performance of their email. Return to the office with a list of email best practices for 2012, with leading innovators in the field presenting the means for you to increase your response levels, click-throughs and open rates. What is the “sweet spot” with email frequency today versus in 11.55 the past? The metrics around open and click-through rates: are opens really opened? Can open rates truly be measured considering mobile browser behavior today? Are click-through rates a better form of measurement? What are strategies to improve click-through rates? How are you working to improve open rates? Are you using a hook? At what time should a prospect be deleted from your list? How do you define non-actives? Should you send emails and increase your deliverability costs to non-actives? Chris Herzog VP E-Commerce Development, Geeks.com Chris Herzog is VP of eCommerce Development with etailer Geeks.com, where he has acquired over 15 years of in-the-trenches eCommerce experience since the company's inception in 1996. During this time he has successfully launched Geeks.com’s extremely successful affiliate program, implemented numerous enterprise-level eCommerce initiatives, and has overseen the companyWBR_AMPERSA [read more] Eric Kirby CEO & Founder, Connection Engine An interactive industry veteran, Eric founded Connection Engine in 2010 to introduce new customer intelligence and targeting solutions. Prior to Connection Engine, he served as SVP and GM of Interactive Solutions at Merkle, one of the nation’s largest and fastest growing customer relationship marketing agencies, where he was responsible for developing digital media offerings inc [read more] Jared Blank VP eCommerce, Tommy Hilfiger Jared Blank oversees the U.S. online retail business of Tommy Hilfiger. He re-joined the company in 2009, after launching Tripmela.com, a website focusing on deals for travel in India. Prior to joining Tommy Hilfiger as the Senior Director of E-Commerce Marketing in 2004, he was the Senior Travel Analyst at Jupiter Research. Previously, he was a senior consultant at Deloitte Consulting, focusing o [read more] Jenn McClain VP Online Marketing and Analytics, Chico's FAS Jenn McClain is Vice President, Online Marketing & Analytics and is responsible for all of Chico’s FAS which includes Chicos.com, WhiteHouseBlackMarket.com and Soma.com. These programs include email, paid search, banner ad display, mobile marketing, comparison shopping, affiliate/partnerships and website marketing. She also oversees the web analytics team that an [read more] Liz Ryan Former Director Email Marketing, Threadless Liz Ryan has over 12 years of online marketing experience. Her early career included serving on an advisory board to Arizona State University’s web development team and as an assistant to financial analysts creating reports on companies such as Amazon, eBay, and Yahoo during their IPOs. While attending DePaul University, Liz worked as an Analyst at a telecommunications consultin [read more] Tiffany Berry Manager Online Marketing, philosophy Tiffany Berry has over 7 years of experience in online marketing. She is currently the Manager of Online Marketing for philosophy, a prestige beauty company that offers skin care, fragrance and bath products. In this position, she manages the email marketing program for philosophy.com, including all promotional, transactional, triggered and lifecycle marketing campaigns. She also manages the socia [read more]

10:05 Morning Coffee & Refreshments Morning Coffee & Refreshments

10:35 Kickoff Of Interactive Roundtables Table 1: Topic: TBD Moderator: Certona Retail Client: TBD Table 2: Topic: TBD Moderator: Yesmail Interactive Retail Client: Amy Ochoa, Director CRM, Brown Shoe/Famous Footwear Table 3: Topic: TBD Moderator: Mybuys Retail Client: TBD Table 4: Topic: TBD Moderator: Strongmail Retail Client: TBD Table 5: Topic: Email + Social: Beyond The Basics Moderator: Daniel Schotland, Vice President, Business Development,Experian Cheetahmail Retail Client: TBD Table 6: Topic: TBD Moderator: Dave Walters, Product Evangelist, Silverpop Retail Client: TBD Table 7: Topic: Intelligent Email Automation Demystified Moderator: Angel Morales, Co-founder & Chief Innovation Officer, Smarter Remarketer Retail Client: TBD Table 8: Topic: TBD Moderator: ExactTarget Retail Client: TBD Table 9: Topic: TBD Moderator: RedEye Retail Client: TBD Table 10: Topic: TBD Moderator: TagMan Retail Client: TBD

11:55 Beauty & Brains – How Alaska Airlines Redesigned Its Email Template Library While Optimizing For Increased Performance Jeanne Jones, Email Marketing Manager, Alaska Airlines Learn how the Alaska Airlines team redesigned the email template library and saw improvements in performance by over three times the baseline. Not only did the team make the templates look more attractive, they also introduced a more flexible design with modules allowing for personalization and dynamic content.  Jeanne shares tips and strategies for A/B testing, managing change, best practices, what to avoid, and much more. Redesigning the template library and problems trying to solve The approach at Alaska Airlines Challenges associated with a complete creative overhaul and how we overcame those challenges Dynamic Content/ Segmentations Personalization A/B testing Lessons learned, both the good and bad Metrics with lift percentages as well as A/B test results Jeanne Jones Email Marketing Manager, Alaska Airlines Jeanne Jones manages the email program at Alaska Airlines and is responsible for creating, deploying, and analyzing more than 25 million individual email each year. Leading the crusade of strategy, technology, and analytics, Jones has pushed the envelope of list growth and conversion, building out campaigns and implementing creative strategies and cross-channel pollination. In 2010, Jones implemen [read more]

12:30 Lunch & Networking Lunch & Networking

1:30 Making Lemonade Out Of Lemons: Generating Successful Shopping Cart Abandonment Email Campaigns Dawn Bobeck, VP Sales & Marketing, Vintage Tub Shopping cart abandonment rates are on the rise. This is largely the case as price conscious consumers are using carts to “price shop”- prior to making a purchase. Capturing and acting upon this valuable consumer information can have a significant impact on conversion and add an incremental revenue stream for your store. The head of online marketing at VintageTub.com walks through methods to increase revenues today from your SCA campaigns. Realize SCA Campaigns are not just for the “big boys”...small to midsize retailers have implemented successful programs Implementation was a comparatively a non-event Understand that the “creeper” perception is old news Develop the keys to a successful campaign...how soon and how often Dawn Bobeck VP Sales & Marketing, Vintage Tub Dawn Bobeck joined VintageTub.com, an Internet Top 500 Retailer, specializing in vintage home fixtures, as Vice President of Sales & Marketing in early 2010. Dawn oversees its online marketing, sales and wholesale division. Dawn began her marketing career of more than 20 years in the newspaper industry and has held General Manager and Advertising Director Titles at Knight-Ridder an [read more]

2:05 Continuation Of Interactive Roundtables Table 1: Topic: TBD Moderator: Certona Retail Client: TBD Table 2: Topic: TBD Moderator: Yesmail Interactive Retail Client: Amy Ochoa, Director CRM, Brown Shoe/Famous Footwear Table 3: Topic: TBD Moderator: Mybuys Retail Client: TBD Table 4: Topic: TBD Moderator: Strongmail Retail Client: TBD Table 5: Topic: Email + Social: Beyond The Basics Moderator: Daniel Schotland, Vice President, Business Development,Experian Cheetahmail Retail Client: TBD Table 6: Topic: TBD Moderator: Dave Walters, Product Evangelist, Silverpop Retail Client: TBD Table 7: Topic: Intelligent Email Automation Demystified Moderator: Angel Morales, Co-founder & Chief Innovation Officer, Smarter Remarketer Retail Client: TBD Table 8: Topic: TBD Moderator: ExactTarget Retail Client: TBD Table 9: Topic: TBD Moderator: RedEye Retail Client: TBD Table 10: Topic: TBD Moderator: TagMan Retail Client: TBD

3:05 Afternoon Coffee & Refreshments Afternoon Coffee & Refreshments

3:35 Conclusion Of Interactive Roundtables Table 1: Topic: TBD Moderator: Certona Retail Client: TBD Table 2: Topic: TBD Moderator: Yesmail Interactive Retail Client: Amy Ochoa, Director CRM, Brown Shoe/Famous Footwear Table 3: Topic: TBD Moderator: Mybuys Retail Client: TBD Table 4: Topic: TBD Moderator: Strongmail Retail Client: TBD Table 5: Topic: Email + Social: Beyond The Basics Moderator: Daniel Schotland, Vice President, Business Development,Experian Cheetahmail Retail Client: TBD Table 6: Topic: TBD Moderator: Dave Walters, Product Evangelist, Silverpop Retail Client: TBD Table 7: Topic: Intelligent Email Automation Demystified Moderator: Angel Morales, Co-founder & Chief Innovation Officer, Smarter Remarketer Retail Client: TBD Table 8: Topic: TBD Moderator: ExactTarget Retail Client: TBD Table 9: Topic: TBD Moderator: RedEye Retail Client: TBD Table 10: Topic: TBD Moderator: TagMan Retail Client: TBD

4:35 Panel Discussion: Capturing Traffic And Increasing Open Rates Cross-Channel Using Social And Mobile Programs Amy Ochoa, Director Customer Relationship Marketing, Brown Shoe Jason Roussos, VP E-Commerce, Vitamin Research Products Kimberly Henderson, Manager Email Marketing, Brown Shoe Company Roberto Mameli, VP Engineering, Art.com Mobile and social technologies are impacting every facet of the marketing mix, including email. What are your current activities to address mobile email customers? Are you integrating your social programs with your email? If you are NOT....your competitors probably are. Our panelists tackle challenges from customer segmentation to offers to usage to implementation of programs. Leave with a detailed look at the impact of emerging channels on your email programs, and ensure you are exceeding customer needs in your email program. How has email evolved within the last 12-18 months? How will email change in the next 12-18 months considering the growth of sharing messages via social networks versus traditional email? Are you evaluating device usage amongst your customer segments? How are you segmenting your customers? How are you formatting your email? Have you made any adjustments to your formatting over the last 12-18 months? How can you generate multiple versions of the same content that will be opened in different devices (desktop, mobile, tablet, etc.)? How do you handle promotions within emails on mobile devices? Do they remain the same cross-channel? Do you include mobile sales in your total email number across channels? Amy Ochoa Director Customer Relationship Marketing, Brown Shoe Amy Ochoa has over 15 years experience in the CRM and Direct Marketing arena. Currently as the Director of Customer Relationship Marketing, Amy manages the strategic and creative development and analysis of the customer retention marketing programs for all the Brown Shoe Brands, including Famous Footwear, Naturalizer and Shoes.com. Mediums include direct mail, email, SMS, mobile, web and social. S [read more] Jason Roussos VP E-Commerce, Vitamin Research Products Jason Roussos currently heads up Vitamin Research Product's E-Commerce division which supports three retail and one business to business brand. Formerly head of Living Direct, Inc., Jason has been involved in the e-commerce world since its infancy and has a deep background in multi channel retail, operations, systems implementation, and direct marketing. Kimberly Henderson Manager Email Marketing, Brown Shoe Company Kimberly Henderson has developed and implemented effective email marketing strategies for more than a dozen years. She now serves as Manager of Email Marketing for Brown Shoe Company, leading a team in developing programs for Brown Shoe’s 10 brands. She and her team work to increase customer engagement and retention by delivering targeted, relevant messages to millions of subscr [read more] Roberto Mameli VP Engineering, Art.com Roberto Mameli is Vice President of Engineering and is responsible for all aspects of technology development at Art.com. Roberto brings over 15 years of leadership experience from a variety of technology companies including Oracle and Macromedia, where he led innovation efforts in internet middleware and the development of standard-setting enterprise products in the area of Business Intelligence a [read more]

5:10 Conclusion Of Email Optimization & Segmentation Summit Conclusion Of Email Optimization & Segmentation Summit

6:30 eTail Official Welcome Reception For All Attendees Commencement of eTail 2012 Registration & eTail Official Welcome Reception At the end of an action-packed Summit, join retail executives in this relaxed environment. For those just arriving, this is a perfect opportunity to get all of your registration materials and jumpstart your networking activities.