AGENDA - London 2017
Email Innovations Summit - London - Day 1 - Wednesday, October 11th, 2017
Separating hype from the reality - Dela’s presentation will help you understand where AI stands in marketing today. Discover how this translates into opportunities and threats – which roles and functions are most at risk and what skills are going to be in demand moving forward. Dela also shares his insights into a new breed of tools that will help savvy marketers to stay ahead and give them the edge over the competition.
The recent 2017 DMA Marketer Email Tracker Report made the statement that strategy is an email marketers biggest challenge. The report also revealed that only 16% of email’s received by consumers are relevant.
Jenna Tiffany from Let’sTalk Strategy will show you how to overcome these challenges by sharing her successful straightforward steps that you can action whether you’re a B2B or B2C brand.
From this session, you’ll be able to:
- Create a successful email strategy that is tailored to your unique business.
- Measure the success of your email activity on a regular basis that goes beyond opens and clicks.
- Put email on the map when it comes to budget conversations.
Many brands are already reaping the rewards of implementing the consultancy advice that Jenna regularly shares, so make sure your brand doesn’t miss out.
It’s one thing to send a newsletter, it’s another to have the confidence to send a series of nurturing emails that are absolutely bespoke to your contact’s needs and requirements. When you have long sales cycles, multiple stakeholders, and factors you can’t always control, you need to get your messaging spot on. CLD’s Director of Digital, Gareth Cartman, takes us on a journey through nurturing – how two businesses saw an uplift in business thanks to emails that were delivered at the right time, with the right content, based on web activity, pipeline stage, and indicated preferences.
With only 28% of companies implementing lifecycle programmes, 26% dynamic content and 24% behavioural targeting, the need for companies to go beyond basic segmentation and a batch and blast mentality still exists.
With the rise in technology to assist in a more personalise customer experience, it is critical that companies work to create a more intelligent email marketing programme that truly targets their subscribers with the right message, sent to the right person, at the right time, to maximise engagement.
Join Kate Barrett from eFocus Marketing in this session and discover…
- The 5 areas of focus to increase your engagement and revenue
- How to put the customer first in everything you do for increased results
- Go beyond the basics – use your data to create valuable communications at each stage of the customer lifecycle
The email platform of today may have come a long way but there are plenty of opportunities to better serve customers. The increased computing power and adoption of AI means email technology needs to be re-imagined.I’ll be looking at the strategic challenges with current platforms and providing a blueprint for the email platform of the future.
The EU General Data Protection Regulation (GDPR) is the most important change in data privacy regulation in 20 years – are you prepared? More importantly – do you have a strategy in place not just to comply with the GDPR but to super-charge your email list growth and performance under the GDPR?
Approached correctly, the GDPR provides an opportunity for you to improve the effectiveness of your email marketing program -- and leave your competitors who are only grudgingly complying with the regulation in the dust.
Join Jeanne for this fast-paced session where we’ll discuss the details of the new regulation as well as how to leverage it to increase the bottom-line performance of your email list.
You’ll leave understanding:
- The Scope of GDPR Governance – and the best ways to bring your existing email list into compliance GDPR Affirmative Consent Requirements – as well as tips for crafting an engaging call-to-action to optimize your email list growth
- The GDPR Right of Access – and how to leverage it to collect more data on your email subscribers
- GDPR Implications for Profiling –including how to comply when you don’t have affirmative consent as well as how to entice your email subscribers to provide it
- The Impact of GDPR on Segmentation and Targeting – and how to re-think your approach to comply
Jeanne will use interactive exercises, case studies and real-world examples to help you retain what you learn so you can put it to use for your own organization. We hope you are able to join us!
Startups lack a lot of the resources established companies have. Money, sufficient staff, email experience and a big customer database for instance. They do however have a secret ingredient: the absolute will to succeed, deeply embedded in their DNA. This comes with a big focus on results. Some might call it growth hacking. Others call it hard labour…
What can marketers from established companies learn from this focus? And how will it help them get better results? Ruben will cover this and more in his session.
Email Innovations Summit - London - Day 2 - Thursday, October 12th, 2017
Dark patterns are one of the ways in which designers and/or copywriters, attempt to confuse the user by making a certain action (generally the users goal), as difficult as possible. This is almost always driven by the brand valuing short term business goals over the long term goals which can be gained by delivering a great customer experience and delivering what the user wants.
Whilst many brands are intentionally performing this negative art, others are unknowingly using dark patterns, as they’re simply following what’s ‘trending’ and marketing/UI tactics that are accepted by users.
Join us in this session and discover whether you’re unwittingly providing your customer's with this bad user experience, which will ultimately affect your long-term and potentially, even your short-term conversion goals.
Imagine a world where you could speak into a computer. "Hey there, Mr Computer, I'd like an email made, selling milk, with a superhero theme." And the machine spits out an auto-generated image, optimised to your audience, of superman with a milk moustache. Alongside it is a snappy strapline, and attention-driving copy that sells a bunch of calcium deliciousness. Is this possible right now? Find out what the leading research in AI can do in 2017... and what it'll be doing in 2027.
It’s 2017 and brands are aiming to be highly personal with their consumers. Often times simple translations are thought to be the best way to do that in an international context. In reality understanding the consumers and serving them according to their culture is more than just saying the words simply in another language.
In this practical presentation Beata breaks down the definitions of International Email Marketing and looks at options to get closer to be as relevant to the consumers as possible. This will enable strategies bringing longer term engagement and better results while balancing the level of effort.
In this talk we'll take a look at how we can use email (and other CRM channels) to introduce a brand, build a relationship with the customer, gather data and nurture the sales relationship within the traditionally offline travel industry in the lead up to a customer travelling, whilst they are on site and after their experience.
Embracing a Progressive Enhancement approach will help you to create modern emails and better experiences for your subscribers.
In this session, Russell shares processes, strategies and techniques from his nine years in Email Marketing to look at what it takes to deliver a scalable email marketing operation.Russell looks at how to benchmark your email activities, which partnerships, skillsets and assets are required and the responsibilities needed to produce a best in class email marketing operation.Join Russell in this engaging and enthusiastic presentation as he discusses solutions to some of the challenges he’s faced in evolving from a fundamental to advanced level with actionable takeaways that you can implement to drive your email activities forward.
It’s a buzz phrase that we inevitably hear all the time - but what does it really mean and how do we, as brands with objectives to achieve, become customer-centric? Of course, we won’t just be addressing the “what" and “how" but also the very important question of 'why be customer-centric?"
Kath is joined by experienced marketers from Arsenal Football Club, Secret Escapes and Microsoft - so you can expect some fabulous insights to come your way.