Session Previews 2023

Introducing the 2023 Masters of Email Marketing Metrics

Elizabeth Jacobi

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10 Questions, 10 Chances to Prove That You’re an OI Master of Email Metrics! Starting in April, you’ll be able to take the quiz, then attend this session to find out how you did. We’ll walk through all the answers, providing support for each one and taking questions. Then we’ll announce the names of those who got them all right to earn the title ‘OI Master of Email Marketing Metrics.’

You’ll learn:

  • The difference between descriptive, predictive, and prescriptive analytics – and why it matters
  • Why click-through rate (CTR) is rarely a good key performance indicator (KPI)
  • How business metrics differ from diagnostic metrics –and how to effectively use both in your reporting
  • Much more about how to improve your email marketing results by upping your metrics IQ

Bedside Manner for Brands / Interpreting Voice to Tone

Tim Yeadon

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Bedside Manner for Brands is a topic I love – because when you’re copywriting, you always need to take tone into account, but our brand voice guides rarely give us the guidance we need to get our tone just right as we traverse the customer journey. This presentation outlines a framework that will help you infer the likely mood and needs of your customer at any point in the customer journey, allowing you to test and develop the correct tone. Because getting your tone right leads to a better experience, and in turn, brand loyalty.


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