Agenda 2019

Every year the ranks of McDonald’s CRM database are swelled by people excited to be involved in the Monopoly at McDonald’s promotion. The success is based on creating engaging and exciting CRM programs around this every year (which even won the agency a DMA gold award for it last year). Rob Pello will talk about how they approach such a huge promotional period and also how they keep McDonald’s customers excited and engaged for the rest of the year.

One of the challenges when assessing new email technology is convincing the budget controller that it will deliver a great ROI against the KPI’s of the business. Liveclicker is dedicated to making all brands perform over and above their expectations in all campaigns where a deeper level of personalisation is relevant and engaging. Through a series of entertaining case studies Dave will reveal a selection of brand examples where in-depth targeting and testing has delivered their best campaigns to date.

Email is more than the workhorse of digital marketing — it’s an amazing channel that often delivers the best results for marketers. In this talk we will look at campaigns that have pushed the boundaries of email, and how these ideas can be successfully harnessed by your own team.

In 2018, the biggest change to affect the electrical industry in a decade occurred with the launch of the ‘18th Edition’ of the British Wiring Regulations. This generated as much anxiety for electricians as GDPR did for marketing professionals! During the last big regulatory change (2008), a number of industry myths arose, meaning that regulations were inconsistently and sometimes unsafely applied. As the UK’s leading electrical registration body, Certsure (trading as NICEIC and ELECSA) needed to communicate the changes and engage as many customers as possible in order to achieve targets, raise industry standards and improve technical consistency. Using a new medium known as ‘event cinema’, previously pioneered by opera houses and ballet companies, a live satellite broadcast was streamed from the iconic Faraday Theatre in London out to 40 local cinemas around the UK and Ireland. A sophisticated email campaign was co-ordinated and thousands of highly customised and geo-targeted emails were sent to our 37,000 members. Using the ‘Haversine Formula’, the longitude, latitude and distance between every customer and every cinema was calculated, to inform customers of their 3 nearest cinemas. It achieved unprecedented open rates and conversion rates. More than double the industry benchmark. Over 70% of ticket sales came via email marketing. Ticket sales exceeded all expectations making it the largest electrical conference ever staged in Europe and a genuine world-first event in the construction sector. In this session Mark will present this remarkable case study.

Since the first email was sent in 1971 by Ray Thomlinson, as marketers our world has changed enormously. From batch and blast to a more personalised, one-to-one experience, what our subscribers want and DEMAND from us is getting more sophisticated.

Putting the customer at the heart of everything that you do in all ways, always, is paramount.
Join Kate Barrett for this session and discover:
– Why you need to truly understand who your subscribers are, what they need and when, in order to increase your email marketing results
– How you can successfully do this as well as utilise advances in technology to enhance the experience
– Why testing is critical to this process, and how you can ensure you perform tests that actually get result

“Half of my marketing budget is wasted; I just don’t know which half.” This observation made in the 1890’s launched attribution modeling. The question, however, is who benefits from attribution modeling? Quite simply, the answer is the people that think half of the marketing budget is wasted – the finance department. In this session, Skip will give you a straight forward approach to determine:

• How much marketing budget you need to achieve the goals you’ve been given by management
• How to best deploy that budge
• A clear picture of how much you should be spending to acquire each lead
• A logical and defensible means to justify their discounting strategy
• An understanding of whether your tests are working or not

People always wonder how to grow open rate or click rate in emails. However, at the end of the day, those metrics do not matter. What really matters is the total number of conversion and revenue. In this session, Tomas from Avast Software will show several case studies to present some of the best practices and advanced segmentation techniques to get better performing email campaigns.

´In this session Kimberly will share how Change.org’s email program empowers 300 million people across the world to create the change they want to see. She will explore the challenges and opportunities of running an email programme for the world’s biggest platform for social change. This talk will discuss why choosing the right success metric for your email program can help realign your teams to keep your users and overall mission at the heart of your email program. She’ll talk through Change.org’s journey from short term measurement towards long-term, holistic email vision for the future.

More than 270B emails are sent each day. Gmail recently added support for dynamic content within email by using the fast and secure AMP framework, enabling emails to provide more engaging, interactive and actionable user experiences. AMP Email is a new innovation that allows email senders to create emails that deliver real-time information and allows consumers to take interactive actions directly within the email. Join Filip, a developer working on AMP for Email to learn how you can engage your audiences in a new way.

meet your fellow attendees.
See the registration desk for more information

Location: St Barts Brewery, 66 West Smithfield, London EC1A 9DY

With a EU/UK separation, in the same way that US companies have less trust in the EU, UK companies would have more onus of responsibility to demonstrate compliance when dealing internationally (customers, service partners and clients), and avoiding complaints (which would be really tricky to deal with because of the EU representatives they would need) – In this session Steve Henderson will give you the overview of what all the latest developments mean for your business and how all the changes should bring it back to basics and a customer-focus every time as well as the possibilities of certified codes of conduct, such as the DMA code.

A picture is worth 1000 words; that’s useless if it’s the wrong 1000 words. Learn how to pick attention grabbing images.

· Take inspiration from creative image examples.
· Get the latest research on image layout for mobile
· Understand the rules of images and deliverability
· Learn about the three different styles of image: pick the right style
· How to use image animation (and how not)

Conversion rates, CTO, CTR – all part of a seemingly never-ending plethora of KPIs to determine the success of your email campaigns. How does content affect this? This talk will show you how we worked with Miller & Carter to evolve their campaigns to become some of the best performing campaigns within Mitchells & Butlers.

Jordan will discuss how to use real-time content in email to stand out of the inbox. You will discover how to achieve a greater level of personalisation, at scale, and how this leads to increased conversions and ultimately, revenue. 

No matter how much email has evolved it is at heart still a message delivery system. And it’s based on the same very simple interaction – a person reading words. This session explores that interaction, and the way brands use writing to capture the attention of readers, compel them to keep reading, and inspire them to click.

It’s important that you think about, and consider, accessibility, throughout the email design and development process, and more than that, that you implement it into your email campaigns. But how do you do that, when you have limited resource, and your priority is to ensure your campaigns are sent on schedule? In this session, Paul will talk about the inspiration behind his email design system, the challenges he faced in creating it, and how he overcame them. He’ll also tell of how he discovered the need to change the way he approached email design altogether, and the innovations that led to.

In this talk, you’ll learn:

• How a design system will empower your email team
• What should be included within an accessible design system
• Why you should rethink your approach to email design

Email geeks work hard to be the experts in our field, so it can be frustrating to feel torn between serving internal leadership versus what subscribers want. But when we increase our emotional intelligence, we can effectively serve both, streamline our own workflows, and feel really good about it throughout the process. Kait will cover tactics like listening to understand, giving before you get, and using data to support or challenge a perspective so we can help people become more effective in their work and relationships.

The audience will learn how to…
*Get internal alignment on effective email strategy
*Let data do the dirty work in a debate
*Challenge assumptions and gather information more quickly
*Send emails that build lasting, positive relationships

To say that inboxes are overcrowded is an understatement. The sheer amount of content created on the internet every day is staggering. Not to mention, consumers attention spans are shrinking. Yes, yours is too! So how can you possibly get noticed in the crowded marketing landscape? Attend this session to learn 6 human behavior hacks that will help your brand increase engagement and conversions.

After this presentation you will have the following key actionable takeaways:
· Understanding of how humans process information and the behaviors we perform every day without any conscious thought
· Methods to tap into your customers subconscious thinking to encourage the intended response or outcome
· How simple adjustments to the display of a price for a product or service can drastically improve conversion rates

Olly from World In Words recently worked on Expedia’s innovative automation technology. The company made good use of third-party technology, and created their own customer contact platform from scratch. In this session Olly will share:

– Challenges faced when building your own marketing platform
– Benefits of having a self-made system
– How this compares to having an off-the-shelf system
-Tips and tricks he’s picked up along the way

Artificial Intelligence, voice technology, personalisation and sophisticated automation are all words that continuously arise when email is mentioned. But what will be the future of email if we all adopt these tools? Most importantly how does the consumer want us to use these tools in a way that will enhance their existing experience?

In this thought-provoking session, Jenna will explore the future of email from the eyes of the consumer. Jenna will be asking two key questions:
1. What will be their expectations from the channel
2. How can we ensure as organisations that we satisfy these new demands?

Jenna will provide tips on how your business can assure it keeps up and not only satisfies the needs of tomorrow but also the needs of consumers today.

This is where the rubber meets the road and we find out if Jenna came through on her promise. What was your most important learning? Did you make new valuable contacts? What will you tell your colleagues, your friends, your family when you get home?