Last week delegates at our Email and CRM Seminar at The Hospital Club in Covent Garden were treated to some insightful sessions with industry leaders from Holistic Email, Adestra, Phrasee, Sports Alliance, and Communicator. With a range of sessions focusing on everything from personalisation to AI, delegates were able to soak up varied comment from the movers and shakers of email marketing. As the event got underway, we kept our ears pricked for the latest tips and most vital takeaways – find our roundup of the key points below.
Although the subject of dark patterns usually goes unspoken in the context of email marketing, Kath Pay, CEO & Founder at Holistic Email Marketing, sheds light on this often overlooked area. What are dark patterns, and how can they negatively affect the user journey and a customer’s perception? She explores the common “shady” marketing patterns, both intentionally and unintentionally used by many brands, which push the company’s agenda over the user’s desires to the detriment of consumer satisfaction. Common examples of this include bait and switch, misdirection, and hidden costs. Pay explains that although manipulative marketing may increase conversion, it does not benefit your brand in the long-term. How can your business achieve its conversion objectives, and also enable the customer to continue to want a relationship with you?
Suzy Carter-Kent (Customer Success Manager) and Rob Pellow (Head of Digital Design) at Adestra delve into the key areas of ‘first-person marketing’ and how to implement it to achieve success in personalised email. They explore the concept of brand engagement, and get to the crux of how to identify the kind of personalisation customers actually want and value. How can you ensure your email strategy sits in line with your business objectives and truly reflects your brand goals?
Why do people want to invest in Artificial Intelligence (AI) and how can it actually be used in your business? Stefan Britton, CCO at Phrasee, separates the myths from the facts surrounding AI, and explains that “AI is not a solution – it is a tool”. Britton encourages marketers to think about the problems that need solving first, and how improvements can be measured, rather than simply throwing AI at a problem and expecting a quick-fix. What does the current landscape of AI look like? And how does AI work when used in subject line optimisation?
David Kelly, Enterprise Account Manager at Communicator, and Matt Everett, UK Manager at Sports Alliance, explain the valuable benefits marketers can gain from automating their emails. These benefits include saving time and resource, and an improvement in performance, as well as staying within budget. What are the basics of email automation, what are the three best automated emails to use, and what data do you need to create them? Using examples from a variety of sports clubs across the country, Everett and Kelly reveal the best ways to keep the message of your brand at the forefront of consumer’s minds, through thoughtful email automation.