With many big data buzzwords flying around the crowded marketing marketplace at the moment why should one focus on data CRM strategy? A client side point of view on the steps of moving towards a more data driven CRM function

• The Virgin Holidays Context
• The Key Steps
• The Technology
• Challenges
• Results

Synopsis: What is email marketing? Is it simply sending emails, or does email marketing involve something much more than that? The answer is the latter. In this session, we move beyond a channel-focused approach to a customer-centric approach, which allows us to make the most of the power of email. This approach no longer limits email to just being a channel, but harnesses its strength by applying it to the entire customer journey. This session will be packed full of practical tips and advice on not only how to maximize your emails, but more importantly, on how to deliver a seamless, customer-service oriented journey for your customers, by ensuring all the channels are working together to deliver a fantastic customer experience.

Email automation is a hot topic and for good reason, it works when implemented correctly. But too often automation projects go off track. The session focus is on how to set automation strategy and integrate it with overall email activity. It’s aimed at people just starting with automation as well as those who have deployed some basic triggers and are looking to expand.

• Why automation projects fail (too many do)
• Where to start with automation
• The two factors to identifying your best automation triggers
• Automation in B2B and B2C environments
• Measuring automation performance

When marketers write a subject line, there’s two possible outcomes: 1) they win the lotto and write the one in a million which wins; or 2) they’re wrong, and lose sales as a result. In this presentation, Parry Malm will take you through the lessons he’s learned from his time ESP-side, Client-side, Agency-side… and now as a subject line innovator. Parry will start by debunking accepted best practice – and then will show you how, through scientific rigor and statistical methodology, you can flip the script and make your subject lines pop in the inbox. You will learn 3 Crucial Secrets about Subject Lines that the “experts” won’t tell you.

In ‘Beyond Words’, Paul challenges us to ask the question, how can we leverage the flexibility that HTML typography, or ‘live text’ gives us, more than ever before, to enhance the subscriber experience? Can we make email more accessible? Can type be the message, as well as simply ‘spelling it out’? Can we deliver a different message to the subscriber according to the context in which they’re opening their email – on a mobile – on a tablet – on a computer? And can we bring that message to life, by expressing a mood or experience? Using a series of concept emails, Paul will seek to answer each of these questions with a confident ‘Yes’, looking ‘under the hood’ at the code, to show us how they’ve been created.

With the rapid pace of change in the digital world, challenges abound with email marketers. Segmentation, mobile, production logistics, cross-channel integrations, data and the list goes on and on. In a recent 2016 Econcultancy Email Marketing Industry Census, 79% of companies are still employing what they consider to be a 'basic' approach to email segmentation. It's these types of challenges that make wading through the solutions seemingly impossible. Join this entertaining and energetic panel of some of the top marketers in the UK to not only chat about their challenges, but talk about their solutions. You'll learn some of the highlights that were discovered in the report, but true takeaways that allow you to solve these common problems and drive your program forward.

What do you do when your IT department starts talking about Email Security and what do you need to know to do your job. Email Delivery expert Laura Atkins will introduce the technology behind Email geared towards a non-technical audience. You will learn the terms you need to communicate with the IT Department and why things like Email Security are important for you to understand. No technical knowledge required. Laura will clearly explain the concepts, terms, and the technology you need to know for 2016.

Technology companies evolve around the quick delivery of features and innovations in a very competitive and high paced environment. Agile methodologies applied to product development help daily to face these challenges, but bringing these methodologies into other departments can be as beneficial. We will be looking at an example of how this golden ticket can be applied in email marketing operations and exploring where it could go next (or where you could bring it).