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

Email geeks work hard to be the experts in our field, so it can be tough to feel torn between serving internal leadership versus what subscribers want. But with more emotional intelligence, we can effectively serve both, streamline our own workflows, and feel really good about it throughout the process. We’ll cover tactics like listening to understand, giving before you get, and using data to support or challenge a perspective. You’ll come away with new skills and ideas to put your EQ to work.

What’s the best way to improve deliverability? Optimize email content? Or build an understanding of our subscribers? The answer to all those questions is to build a more realistic, user-focused consumer profile. With the help of a little psychology, the science behind decision making, and some marketing automation, you’ll learn how to track and profile behaviour and craft more relevant and engaging experiences for subscribers.

Innovation is something we’re often told we should be doing, but how do we approach something so nebulous? There are countless ways to approach innovation and countless things to innovate around. Finding and area and a technique that suits you can be a key bit of innovation in itself. In this talk, we'll look at different approaches to fostering innovation and what has and hasn't worked for one of the leaders in the field of cutting-edge email design and development.

Attribution modeling was launched when the first marketer said, “Half of my marketing budget is wasted; I just don’t know which half.” Ever since, marketers have been trying to figure out how to identify opportunities to use the budget they have to achieve audacious goals. In this session, Skip will give you a straightforward approach to determining how to deploy budget, test different lead acquisition tactics, and accomplish your goals in the process.

There are tons of trends in email design, but which ones are worth following? Take a deep dive into some of the hottest trends in the email design world and learn how to answer the question, "Is it really worth it to jump on the bandwagon?"

Every customer journey comes with bottlenecks, whether it’s understanding engagement or dealing with deliverability issues. Fortunately, we can put the data we already have to work to help clear those bottlenecks. In this session, we’ll dig into the email analytics worth investigating to determine an Email Health Score (EHS) and actionable ways to increase inbox placement, open rates, and subscriber engagement.

Email design systems solve a lot of problems, from aligning email designs to compensating for missing developer resources. While they can seem like a magic solution, the benefits of even the best design system are lost if people don’t actually use them. Explore how to build a design system that everyone will actually use, with practical tips from a team that went through the struggle to adopt a system (so you don’t have to).

Everyone has proclaimed the death of email at some point over the last two decades. But email is still not only alive, but thriving. As more marketers are buzzing about omnichannel marketing, though, is email on its way out? Explore how email’s unique position in the marketing landscape sets email marketers up for success, even as teams look to more integrated marketing approaches.

We all want to create more inspiring and immersive experiences for subscribers. But how do you scale interactivity and empower anyone on your team to build and send those kinds of emails? See how you can progressively enhance your master templates with simple, practical HTML and CSS that can be built in under an hour, all while enabling your team to send more creative emails, creating happier subscribers in the process.

We all want to send awesome emails, but what's the best way to do that in 2019? Taxi for Email's Elliot Ross tries to answer that question by looking at email marketing trends, where the industry is heading, and practical ways to create better emails for subscribers in 2019 and beyond.

It’s clear that accessibility is important, but how do you create accessible emails with limited time and resources? See how one designer and developer created more accessible emails through typography, readability, and progressive enhancement, all while allowing for faster turnaround times through the use of a lightweight design system. More importantly, learn how those changes positively impacted the lives of users in their inboxes.

Every team member has strengths and weaknesses. The key to a truly effective team is understanding them and establishing a team dynamic that takes advantage of both. In this session, Jonathan Pay from Holistic Email combines two of his passions (D&D and email) to show you how a classic role-playing game can be used as a tool to examine teamwork and build a party that finally comes together to work towards the same goals.

Email teams are growing and it's no longer up to a single individual to get a campaign out the door. Email is now a team sport. But, without a proactive look at team organization and an effective process, there's more room than ever for costly mistakes that will lose subscribers. See how the scrum framework can be used to help get better work done faster, while easing the stress that comes with growing teams.

We should all be looking beyond open rates, right? While it's up to each team to decide what metrics are important to them, there's a strong case to be made for still using open rates as a key metric to identify the health of your email program. Join Phrasee's Parry Malm in this entertaining and contentious look at email metrics and what really wins in email marketing.