EiQ Speaker Spotlight: Lisa Beckham of Coca-Cola >

 

Ferrari, Shinesty, Coca-Cola, Citi and Pinterest. You’ve probably never seen these brands grouped together in the same sentence. But they have more in common than just innovative, leading brands we all love: their top-notch digital and email marketers will take the stage at EiQ.

On April 19th, 30+ speakers from a unique list of platinum brands will drop some serious knowledge throughout our nine dynamic sessions. To kick off the day, David Sierk of Google, Kaitlyn White of Chick-fil-A, and Lisa Beckham of Coca-Cola will present one our signature sessions, Why Email is the Center of The Digital Universe.

Lisa Beckham is Coca-Cola’s Global Director, Digital Performance Management, and she has over two decades of digital innovation and data-driven marketing expertise. At Coca-Cola, Lisa has led initiatives like adopting standardized digital data collection for benchmarking and resetting the My Coke Rewards loyalty program.

Prior to Coca-Cola, she led initiatives for Delta (does SkyMiles or Escape Plan™ ring a bell?) and spearheaded UPS’s Preferred Customer Program relationship-marketing database development. She’s also the Founder and CEO of an e-business that gained the media attention of the The Wall Street Journal and Entrepreneur magazine.

Lisa clearly has tons of digital marketing experience and it shined during our recent Q&A with her. Read on to find out her “old school” advice for email success, how she ended up in the industry and who has inspired her in the business world.

 

What do you get excited about in the email world?

The opportunity to explore and test in smaller communities before taking a concept to market.

What part of an email is the most important to drive success and why?

I’m old school with this– always have a clear and compelling call to action. Are we giving consumers a reason to act? Is the value clearly stated? Do we need an incentive and if so, what is most appropriate?

What advice do you have for newcomers to the email industry?

-Conversion is about maximizing the opportunity to succeed.

-It may sound obvious, but we only know something is successful if we know what goal we were trying to achieve.

-The first step is always to start with defining clear measurable objectives, to ensure that the offer is built to suit the specific needs of the activity.

Who is a brand that you think does a great job with their email program?

I don’t have a particular brand that comes to mind. But what I do admire is when a brand comes in at the right time providing a relevant message. For example, Pike Nurseries – “It’s time to plant trees and shrubs” or a workshop for executive functioning for your student timed to the start of a new school quarter. Consumers believe that anything can be solved online. Today, Google calls this an “Age of Access.” BE RELEVANT or be left behind!

What ideas are you excited about sharing at EiQ?

“How can the email discipline transform from a channel-centric mindset to consumer-centric?”

What’s your favorite thing about Atlanta?

Embrace the spring! Atlanta is a city in a forest. Get off the beaten path and drive around some of the older established neighborhoods to see the foliage in action.

From a career standpoint, how did you end up in email?

Age reveal here– I started with data driven marketing before there was email! I have a direct mail and heavy loyalty marketing background with a primary focus on increasing business results iteratively. News flash: the principles of a good offer and call to action have NOT changed over my career regardless of technologies.

We’re really excited about our 2 new EiQ awards, The Whiz & The Maverick. Who in the business world has inspired you?

Any entrepreneurial women who have broken through ceilings to get investors rallying behind their concept. Cheers to those who have pushed those boundaries either large or small!

 

Lisa, we think you’re a pretty entrepreneurial woman yourself and can’t wait for you to push the boundaries during your session at EiQ!

Our cutting-edge email conference is sure to be full of knowledge you can’t afford to miss. Get your ticket while their still available.

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