Event Schedule

 

Sept 14
Start Time End Time Sessions Speakers
13:00 13:20 Welcome – Day 1 Matthew Vernhout
Derek Lackey
13:20 13:55

Retail CRM Marketing Transformation at Canada’s Largest Retailer

In this session we will review the transformative work that has lead to a CRM marketing evolution at Walmart Canada. From navigating the transformative effects of COVID-19 on the retail space then scaling to maintain and improve the digital customer experience that was accelerated as a result we will take a look at success and challenges that the past 18 months have driven.

 

Session takeaways:
– What works to engage customers in an increasingly accelerated environment of digital adoption
– How do these learning’s apply more generally beyond retail
– What are the key programs that drive increased customer engagement

Dan Murphy
Tony Gueret
14:00 14:35

Thinking outside the (in)box

How do you define success for your email program?

Open and click rates might be key results, but they don’t move the needle for your email program.

In this session, we go beyond the email campaign itself. Taking a holistic view, we’ll explore the key factors that you’ll need to consider before you deploy your campaign and learn exactly what happens after your subscribers leave the inbox.

Sessions takeaways:
– Learn the KPIs that define success for your email program.
– Learn how you can see what your subscribers are doing after they leave your email.
– Identify actionable steps to move your email program forward..

Minh Tran
14:40 15:15

Engagement is the currency of Email Marketing

At its most basic form, Subscriber engagement is the currency of Email Marketing. The historic engagement of your subscribers determines whether or not your emails are inboxed, opened and clicked. How do you drive that historic engagement data, if you don’t already have it? We will review how to use engagement data to drive the following:
· IP Warming/Reputation
· Relevant subject lines and offers
· List hygiene
· Look-alike data
· Frequency modeling

 

Session Takeaways:

Users will understand how the engagement of their email list impacts all aspects of their email marketing and how to use that to impact outcome.
Paul Shriner
Paul Christmann
15:20 15:55

Women in Deliverabilty AMA

Looking for up-to-date guidance on managing email deliverability in 2021? Ask our panel of experts for help in this Ask Me Anything (AMA) session, with leading experts offering advice from their work with some of the largest senders in the world.

 

  • What are the best tips for managing deliverability at each of the Big 4 (Gmail, Yahoo, Apple, Microsoft)? 
  • What can you do when acquiring names that will help prevent many common deliverability issues? 
  • What can YOU do to help manage deliverability and what should your ESP do? 
  • What are the big differences between B2C and B2B when it comes to managing deliverability?

 

Come ask us anything!

Taina Suomela
LoriBeth Blair
Allison Gootee
Jennifer Nespola Lantz
16:00 16:35

Up Your Email Marketing Metrics Game!

Join us for fun with email marketing metrics! Test your knowledge in this ‘lightning round’ session covering the most commonly asked, as well as the rarely considered but important to ask, email marketing metrics questions related to deliverability, performance, profitability, and other goals! Bring your questions as well — we’ll have time at the end to handle them.

 

This session will be based on information in this article: https://www.onlyinfluencers.com/email-marketing-blog-posts/best-practice-email-strategy/entry/a-quick-and-easy-roadmap-for-using-analytics-in-email-marketing as well as from the Only Influencers Metrics Project microsite (launching in April 2021).

Session takeaways:
– How to differentiate between descriptive, predictive, and prescriptive metrics/analytics
– How to determine which of your metrics should be your key performance indicator (KPI)
– How to calculate and leverage advanced metrics like reach rates
– Which metrics are most important to your email deliverability
– How to love (or at least get excited about) metrics even if you don’t like numbers and spreadsheets

Jeanne Jennings
Ada Barlatt
Luke Glasner
Lauren Meyer

16:35 16:40 Closing – Day 1 Matthew Vernhout
Derek Lackey
Sept 15
13:00 13:20 Welcome – Day 2 Matthew Vernhout
Derek Lackey
13:20 13:55

Rise Above the Clutter – Getting Your Brand to Standout in the Inbox

The inboxes of your customers are fast becoming virtual battlegrounds where we fight for opens, clicks and ultimately attention against other brands.

 

You can boost your chances of getting noticed, and lifting deliverability rates by 10%, by combining the power of good email security with the visual impact of a recognizable logo in every inbox.

BIMI. Brand Indicators for Message Identification: This new industry standard, protocol, enables you to display your recognizable brand logos adjacent to email messages to boost open rates by an average of 10%. One of the most important factors in the decision to open an email is if it comes from a recognized, trusted brand.

In this session we’ll take you through what BIMI is, the positive impact it has on your overall email marketing strategy and how you can roll it out in your organization today.

Session takeaways:
– What is BIMI?
– How it impacts email deliverability and open rates
– How to deploy BIMI in your organization

Chuck Swenberg
Brian Westnedge
Dan Bennett

14:00 14:35

ISP Panel

Mailbox providers (MBP) and marketers have a lot in common, each are trying to provide the best experience possible for their mutual customers. Hear direct from the Mailbox providers team about getting email delivered to your customers. Learn about the tools available to you right now that can help improve your customer experience, and understand practices you should avoid to stay out of the bulk folder.

Marcel Becker
Alex Brotman
Matthew Vernhout
14:40 15:15

Apple’s iOS15 impact on digital marketing

Apple’s privacy announcements regarding email open tracking has stirred up a bees nest of activity in the Email Industry. Image caching and the future or open rates reliability is hanging in the balance. Join our panel of experts to discuss the implications and the way forward for your brand.

 

Session Takeaways:

– How to adapt your metrics
– What is expected to occur with iOS15

Garin Hobbs
Megan Boshuyzen Scott Cohen
Stephanie Griffith
15:20 15:55

“You Want Me to What?”: How the CPPA Will Affect Marketers

Canada is updating PIPEDA – our long-standing privacy law, adding strong enforcement and several changes that affect how a marketer collects, uses, stores, shares and deletes personal data. Join Derek Lackey, CIPM as he leads this panel of privacy experts to explore the potential impacts for marketers

Session takeaways:
– a high level understanding of the changes in PIPEDA
– what changes need to be made regarding specific practices
– will the new privacy law affect email marketing?
– how long do I have to make these changes?

Derek Lackey
Sylvia Kingsmill
Constantine Karbaliotis
16:00 16:35 CRTC 2021 update To be announced
16:35 16:40 Closing – Day 2 Matthew Vernhout
Derek Lackey

 

* Sessions are subject to change.