Agenda 2020

Joe Torre said “Sex is like pizza. When it’s good it’s REALLY good. When it’s bad, it’s still pretty good.”

Email marketing performance is like pizza. The cost to send an email is so low that it’s not difficult to generate a positive return-on-investment (ROI). That’s good.

But what makes email marketing performance REALLY good is ongoing strategic testing. Testing drives double- and triple-digit gains in ROI, conversions, list growth and other key performance indicators for

Best of all, the right testing approach builds on past gains, so at the end of the year you’ll see exponential growth in your bottom line.
Learn with examples, case studies and test results – and you’ll get the chance to apply what you learn in interactive, group and solo exercises during the workshop. Topics we’ll cover include:

• Where to get inspiration for tests
• How to develop an effective hypothesis to test
• Keys to structuring a test to get clean results
• Tips for maintaining an ongoing testing program
• How to become an email testing rock star in your organization

Not only will you leave with the knowledge you need to implement testing with your own email program – you’ll be excited and inspired to do so. Join us!

HTML typography is essential for delivering a great email experience, and in this workshop, you’ll work through a number of techniques that will equip you to deliver just that to your subscribers. 

You’ll consider:

• Accessibility
• Mobile, Tablet and Desktop Devices
• Email and Webmail Clients – Microsoft Outlook to iOS Mail

You’ll apply the techniques to:

• Headlines and Subheadings
• Paragraphs
• Lists
• Buttons and Links

You’ll also look at:

• Web Fonts
• Typographic Units
• Managing Widows 

Finally, you’ll have a look under the hood at Type E:, Paul’s email newsletter devoted to typography in email, and the accessibility switcher that made its first appearance in Type E: 04. The Accessibility Issue.

Artificial Intelligence, voice technology, personalisation and sophisticated automation are all words that continuously arise when email is mentioned. But what will be the future of email if we all adopt these tools? Most importantly how does the consumer want us to use these tools in a way that will enhance their existing experience? 

In this thought-provoking session, Jenna will explore the future of email from the eyes of the consumer. Jenna will be asking two key questions:

1. What will be their expectations from the channel
2. How can we ensure as organisations that we satisfy these new demands?

Jenna will provide tips on how your business can assure it keeps up and not only satisfies the needs of tomorrow but also the needs of consumers today.

Animation, when done well, can be incredibly helpful and interesting, but it can easily become annoying, distracting or simply take too long to produce to be worthwhile for your company. We’ll look at some practical ways to walk that fine line of cool & helpful; we’ll see some companies that are doing it well (and not so well); and some strategies to produce more animations in less time.

You can’t—and shouldn’t—chase every email marketing trend. To help you prioritize which ones you should invest in, we surveyed Oracle CX Marketing Consulting’s more than 500 digital marketing experts, asking them to rate the current adoption of a range of email marketing technologies and tactics, as well as their predicted impact during 2020. In this session, Oracle’s Chad S. White will share which trends are Unproven Opportunities, Competitive Differentiators, and Proven Essentials—and highlight the risks, controversies, and efforts around some of them. By the end, you’ll have a much better idea of where to direct your email marketing investments.

Big data has been all the buzz over the years and rightfully so. Consumers know we are collecting data on them and expect us as marketers to make messages more relevant given that information. BUT-with that fancy data and segmentation-are you speaking to your customers on a human level? “A large part of putting the customer at the center is remembering that they are a human being, and not just an end user of your products or services,” says Mary Beech, principal at MRB Brand Consulting and former CMO of Kate Spade. In this session, learn how to become more empathetic in your marketing and take your program to the next level.

Brand Indicators for Message Identification (BIMI) is the next evolution of the inbox. With the Verizon Media implementation of BIMI and the Gmail pilot announced for 2020, learn about the requirements for your organization to participate. Gain a better understanding of email authentication and the process your organizations will need to follow in order to implement BIMI. In this interactive session you’ll find out what steps you need to add your brand’s logo to the user’s inbox.

Key takeaways:

• Understanding of the BIMI standards
• Understanding of the prerequisites for BIMI
• How to implement BIMI for your brand  
• The benefits of BIMI for Marketers  

Tired of attending email conferences only to encounter the same presentations and content telling what you should do, simply because that’s what others are doing? Trends come and go — and come back again. Some email marketers have been touting the same supposedly “game changing” ideas for 15+ years. In this session, Trendline Interactive Chief Strategy Officer Andrew Kordek leverages his 21 years of email experience to deliver a dose of reality and offer pragmatic approaches to building great email programs for today — as well as for the future. 

In this keynote, you will be introduced to a trend that no one wants to talk about but will impact your program for years to come. This trend is neither shiny nor sexy, but it’s one that’s vital to understand as digital transformation evolves. You’ll either walk away with a framework you can act on immediately or smirk knowing that you already do it.

Buckle up email buttercups…..

In this one-on-one interview, Anthony Chiulli, host of the “Email on Tap” interview series sits down with a brand marketer special guest to explore how they leveraged billions of data points through the power of automation, segmentation, and dynamic content to innovate and drive customer engagement.

The latest technology to emerge as “must have” in the martech landscape are Customer Data Platforms (CDPs). Yet a look at the features and functions of the leading CDPs shows a very large overlap with those provided already by enterprise ESPs. Marketers with enterprise ESPs today are soon going to face decisions regarding what their tech stacks are going to look like. Do they really need to consider a CDP? Can a CDP co-exist with their existing ESP? Are they going to be paying twice for the same functionality in two different platforms? Should they be trading down to a more basic ESP in combination with a CDP? Or, at the end of the day, are these simply two different names for the same type of platform? Email marketers are either going to be leading these decisions at their companies, or they are going to have them made for them.

Email is hard to do well–really hard. With teams having limited time and resources, the wins don’t get celebrated enough. Join us for this panel of Women of Email experts as they share the challenges they’ve each overcome to deliver a hugely successful email initiative. You’ll come away inspired and ready to tackle what lies ahead to give yourself and our beloved channel the attention it deserves within your own organization. 

Join us as two ‘families’ of email marketing professionals compete to name the most popular responses to email marketing-related survey questions! No cash, no prizes, just bragging rights!

Email geeks work hard to be the experts in our field, so it can be frustrating to feel torn between serving internal leadership versus what subscribers want. But when we increase our emotional intelligence, we can effectively serve both, streamline our own workflows, and feel really good about it throughout the process. Kait will cover tactics like listening to understand, giving before you get, and using data to support or challenge a perspective in order to help people become more effective in their work and relationships.

The audience will learn how to…

• Get internal alignment on effective email strategy
• Let data do the dirty work in a debate
• Challenge assumptions and gather information more quickly
• Send emails that build lasting, positive relationships

Trying to include innovative technologies and tactics in your email program? Execution is the key to success.  

Join Austin and Kath in live analysis and constructive critiques of email capture pages and messages that include innovative elements, to different degrees of success. You’ll also talk through how traditional standards and best practices play into successful implementation of these new technologies and tactics and leave with practical takeaways on how to effectively incorporate innovations into your email marketing program.

From transactional history to click data and website analytics, your data is a treasure trove of personalization points for your consumers. Hear how Crocs and other brands have mined their data to engage consumers and boost business.  You’ll leave this session energized, ready to tackle your data and turn it into the ultimate surprise and delight for your customers.

AMP for Email: friend or foe? Join us to learn about the benefits (April) and potential risks (Matthew) of including AMP for email in your email marketing program. Listen to their points of view, then share your thoughts and experiences in the moderated discussion. Be prepared to weigh in at the end on whether or not AMP for email should be widely implemented.

What impact would a 20% increase in your productively have on your work life? How would your personal life change if you could work 20% fewer hours? Join Hannah Bink as she discusses how she accomplished these goals and more, by going agile. You’ll learn how agile marketing has changed her life – and how it can change yours, along with tips for moving toward this new way of working.

Operational metrics, like opens and clicks, help marketers assess the performance of one-off and on-going campaigns. But by their very nature, metrics look at past performance. Worst of all, they provide minimal insight into what actually drove performance. In this session, Loren will present the latest email marketing benchmark data as a foundation, but then share and suggest two ways to take your numbers game to the next level.

First, through a metrics framework email marketers can use to design their metrics needs and reporting for each internal audience type. He’ll also share a set of new types of metrics that go measure email’s impact well beyond the inbox. Secondly, Loren will share his call to arms urging email marketers to increase their focus on the use of analytics. Analytics, not metrics, can be used to uncover performance anomalies and struggles, enabling marketers to understand why email content and campaigns either under- or over-perform. 

Attendees will take away from this session:

• The latest email marketing benchmarks
• An email marketing metrics framework
• A list of potential new metrics to consider tracking emails impact beyond the inbox
• Several analytics use cases that can drive significant program insights and performance improvement

To say that inboxes are overcrowded is an understatement. The sheer amount of content created on the internet every day is staggering. Not to mention, consumers attention spans are shrinking. Yes, yours is too! So how can you possibly get noticed in the crowded marketing landscape? Attend this session to learn 6 human behavior hacks that will help your brand increase engagement and conversions.

After this presentation you will have the following key actionable takeaways:

• Understanding of how humans process information and the behaviors we perform every day without any conscious thought
• Methods to tap into your customers subconscious thinking to encourage the intended response or outcome
• How simple adjustments to the display of a price for a product or service can drastically improve conversion rates

“Half of my marketing budget is wasted; I just don’t know which half.” This observation made in the 1890’s launched attribution modeling. The question, however, is who benefits from attribution modeling? Quite simply, the answer is the people that think half of the marketing budget is wasted – the finance department.

In this session, Skip will give you a straight forward approach to determine:

• How much marketing budget you need to achieve the goals you’ve been given by management
• How to best deploy that budge
• A clear picture of how much you should be spending to acquire each lead
• A logical and defensible means to justify their discounting strategy
• An understanding of whether your tests are working or not

Join our distinguished panel of email marketing professionals as they discuss the biggest innovations they’ve seen since they started their careers, as well as the most impactful industry advancements they expect to see in the next 5 to 10 years.