At the start of the month InboxSys attended the 4th edition of the emailing2020.cz event.
The event was hosted in Prague and is the first and largest independent conference on e-mail communication in the Czech Republic. A huge thanks to the sponsors and organisers, Xqueue & Acomware for putting on a great day with help from the emailing2020 team of course, great job!
It was a great event covering a wide variety of topics that are key to good email marketing practices, current and new trends and things to look out for. It kicked off with a talk from Jen Capstraw about how Humanisation is the new Personalisation, showing us ways of communicating differently with our subscribers in a more personal way, whereby we can even take emotions into consideration and have a level of empathy when sending emails to our customers. It’s also important to put our customers at the heart of everything we do, the power of E-telligence according to Kate Barrett. To standout, you need to put the wants, needs & desires of your customers first. Marek Riha echoed this sentiment, informing us not to underestimate the improvement of customer care – it pays off.
As we know one big factor that impacts deliverability is our data, and it starts with obtaining the right permission, as mentioned by Andrew Bonar, and about setting your subscribers expectations. We have to keep our subscribers engaged presented by Shmuel Herschberg, 3 ideas to power your email marketing into the next decade, which were:
- Nomenclature
- Split-Testing
- Engagement
There are many ways in which to do this, the 7 key factors for customer engagement success are:
- Opens
- Clicks
- Forwarded Messages
- Replied Messages
- Emails Marked ‘Not Spam’
- Emails Marked ‘Spam’
- Emails deleted before reading
Of course we can include an 8th which is to Unsubscribe 🙂
Not only should we be putting efforts into engaging with our customers more but also we should take into consideration who we are engaging with. We have to take into account accessibility considerations, such as those with visual impairments, we need to make our interactive designs as considerate as possible, mentioned Elliott Ross. Hats off, it’s not as easy as it seems to just ‘make another email’.
Talking of interactive, Cyrille Gross took to the stage with his tablet to deliver a fully interactive presentation about AMP. The future is here, AI in email. Gabor explained to us the AI machine learning life cycle and the impact it will have on email marketing, watch this space!
We also got a chance to talk about Why Deliverability Matters.
We were privileged to have shared the stage with the great speakers before us, some key take aways from that were:
- Collect data with correct permission
- Set expectations for subscribers
- Create good content to increase user engagement (reputation)
- Embrace changes
- Ensure your setup is technically sound
- Pro active Deliverability Monitoring
Check out the presentation in full here, in addition all pictures from the event can be found here.
Martin Müller topped it off with how to make a newsletter viral, some interesting ideas there.
Special thanks again to those in attendance, all guests speakers & organisers.
We hope to see you there next year!