Bloody Hell! The Convergence of Email Design, B2B, and My British Mum
Speaker: Michael Barber | Senior Vice President, Chief Creative Officer | Godfrey
E-mail isn’t the sexiest marketing topic, nor is it the most fun, but if done well it can lead to the best ROI of any channel in your marketing mix. Regardless of industry, and even though there is more noise in the inbox and more apps for consumers to juggle, e-mail continues to prove itself as the best one-to-one communication channel for brands — and most preferred by consumers. But marketers continue to struggle with this channel even some 26 years after the first email campaign was sent.
Join Michael (and his Mum) as he explores some of the best and most practical ways to improve your e-mail campaigns. He’ll challenge your email conceptions and show you just why this channel continues to be vitally important for marketers.
At the end of this session you will be able to:
Understand why email still matters and how people are engaging with it today
Ensure your email campaigns are making it to the inbox
Better define the segmentation opportunities and campaigns marketers your team should be leveraging
Determine metrics that matter for engagement and testing