Become a better email marketer with real-world advice, best practices & practical takeaways

As email marketers, we recognize the power of email to meet customer needs, while driving revenue and brand goals. What we lack is the ability to stay top-of-mind for these same customers throughout their digital journey through social media, online events, paid search, and more. We’ve validated our industry, but phase two is here: omnichannel marketing as the status quo. While it may be intimidating at first, fitting email into omnichannel marketing programs is achievable for any organization, regardless of market.

Lauren Kremer

ProQuest

Chances are that you’re creating email without a full understanding of your audience’s behaviors and preferences. But real value is created when we fully understand who we’re emailing at a psychological level. By applying different principles from psychology and marketing to email—including personality types and cognitive biases—we can craft more compelling, high-performing campaigns that drive engagement with your audience.

Jonathan Pay

Holistic Email

As email programs become more complex, it’s becoming difficult for organizations to scale and manage their email campaigns while staying flexible, efficient, and on-brand. By creating a design system and a reusable pattern library of email templates, developers can ease the pain of email creation across dozens of email types and multiple teams—all while keeping emails consistent across even the biggest companies.

Fabio Carneiro

Booking.com

Ever feel like you’re just running random tests without knowing whether or not they’ll have any impact? Or perhaps you’ve had some success but don’t know what to test next? With an email growth model, you can confidently find and leverage optimization opportunities to improve your campaigns. Learn how to apply growth principles to email programs to build a framework for designing experiments that increase conversions and get the most value out of your subscribers.

Ed Burrows

Phiture

Most email designers and developers work under tight deadlines, leaving design and user experience as an afterthought. Emails are built entirely with images, and little thought is put into designing considerate campaigns that keep subscribers engaged. However, by applying fundamental UX principles—like hierarchy, imagery, whitespace, and typography—early on in the design process (and translating them into your email’s HTML and CSS), we can create compelling email campaigns that finally put the subscriber experience first.

Ade-Lee Adebiyi

Papertrail.io

Think global, act local. That’s the business mantra of everyone from big conglomerates to small startups. The question is, how do you cater for users all over the globe without having a team in every country? At Uber we build emails for up to 76 language locales and know how easy it is to make mistakes. During our session, we invite you to learn from our biggest mistakes and get tips on improving your localization process along the way. Leave with a comprehensive list of do’s and don’ts for talking to your subscribers, regardless of where they are in the world.

Aiste Juknaite & Chevawn Blum

Uber

Interactive email has evolved from the geeks’ favorite toy to a serious tool in the email marketing toolbox. But effectively tracking the performance of interactive campaigns hasn’t… yet. Learn about the technical aspects of tracking interactive emails, the influence of fallbacks and CSS on open and click metrics, and how to measure, analyze, and improve the performance of interactive email campaigns.

Cyrill Gross

Mayoris

Moving from an in-house email system to a third-party email service provider is never easy, especially for a company that sends over 40 million campaigns a year. Yet, with a little planning and strategy, switching ESPs can be a lot easier. Get tips on planning your move between ESPs, including how to set yourself up for success, why compromise wins the day, how to set effective end goals, and everything else you need to consider before hitting send on that first email.

Steph Rostron

UNiDAYS

Beth Howard

UNiDAYS

Want to know how to add animation and excitement to your campaigns without relying on GIFs and videos? ‘Faux video’ is one of your best options. Learn how to build faux videos using CSS, why you may want to choose faux videos over more traditional animation methods, and the value of experimentation and creativity in email development.

Kristian Robinson

CACI Ltd.

We’re all overwhelmed with the “Do you still want to hear from us?” and “We’ve updated our privacy policy” emails. Even with the May 25th deadline past, companies are still scrambling to get GDPR compliant, especially with their email marketing programs. Discover the biggest changes email marketers need to deal with when sending campaigns as well as the affects the GDPR has on larger email industry trends.

Darine Fayed

Mailjet

Accessibility matters. Whether your motivation is ethical, legal, or financial, the simple fact is that having accessible emails ensures more people can consume your content. Learn the basics of email accessibility—including common mistakes and misconceptions—before diving into accessibility for more advanced email techniques like dynamic images and interactive emails.

Mark Robbins

REBEL

We usually interpret more than we observe. Think you know how your customers experience your lifecycle campaigns, processes, and email messages? Stop guessing and start asking. By using feedback mechanisms—like surveys—in your campaigns, you can get hard data on your subscribers and their preferences, improving your emails, product, and ROI in the process.

Leonie Jonker

Paula's Choice Skincare

Interactive email has been on everyone’s minds for the past few years. But how important is it really? In this panel discussion moderated by Jason Rodriguez from Litmus, leading email experts will weigh in on the interactivity debate, answering some of the biggest questions surrounding the topic: Should we be using interactive emails? How do you even track performance? And will Google’s AMP for Email initiative completely change the field?

Jason Rodriguez

Litmus

Working cross-department is tricky. One misunderstanding can derail even the best teams, leading to inefficiency, poor performance, and animosity. Even the most critical feedback doesn’t have to be a negative experience. By learning how to effectively deliver feedback—good and bad—we can build a culture of feedback across teams, leading to more positive workplaces and more effective email marketing programs in the process.

Louise Lundberg

GANT AB