Name: Working Towards Email Standards
Start: 2022-12-13T17:00:00Z
End: 2022-12-13T17:28:27.000Z
Location: BrightTALK
Rating: 0

Litmus is the all-in-one email marketing platform that provides the tools and solutions your team needs to create effective email campaigns that convert.

Exclusive content from Litmus Live 2022! Litmus’ premiere event to share insights, networking, learning and development opportunities for innovative email marketers, designers, and developers.

As email marketers, we often have to work with a wide variety of team members in order to launch campaigns and meet strategic objectives. We may need budget, data, approvals, and collaboration from various individuals and departments, such as web developers, product, operations, legal teams, finance, external contractors and more. However, when we get caught up in the lingo of marketing technology, or “martech”, it can be hard to effectively communicate our needs in a way that will resonate with others.

Much like target audiences for email marketing campaigns, the way you break down the martech language varies depending on the type of person or team you have to work with. In this session, you’ll learn how to effectively communicate with almost anyone that touches email marketing to elevate your email game. We’ll do this by: 
- Identifying common communications barriers in the martech space
- Reviewing the "Big 5" personas in martech. 
- Identifying strategies for communicating with each unique persona
- Determining when to include these personas throughout the stages of your martech projects. 

Ultimately, learning communication tactics to help speak martech better to everyone

How to Speak "MarTech" to Everyone

Exclusive content from Litmus Live 2022! Litmus’s premiere event to share insights, networking, learning and development opportunities for innovative email marketers, designers, and developers.

Triggered emails are among the highest performing campaigns a brand can send, dramatically outperforming broadcast emails. Despite that, marketers chronically underinvest in their automated campaigns as they focus on broadcasts. During this session, Oracle’s Chad S. White will talk about the different kinds of automations, explain how to establish an effective message prioritization, and share four ways that you can keep your triggered email programs properly maintained and optimized.

Creating Effective Automated Campaigns

Exclusive content from Litmus Live 2022! Litmus’s premiere event to share insights, networking, learning and development opportunities for innovative email marketers, designers, and developers.

Traditionally most HTML emails have been built with an “Outlook first” approach, this involves building layouts using tables. The main concept here is if this layout works in Outlook it will likely work everywhere. And that made sense for a number of years. Table layouts are very rigid, they don’t move around, so rendering is pretty consistent across email clients. However being so rigid isn’t ideal, having some flexibility is better for creating responsive layouts or allowing assistive technology to manipulate the content. In this talk, we'll look at how to think about code in a "semantic first" way to gain better accessibility, fewer bugs and more future-proof code.

Semantic First Email Code

Exclusive content from Litmus Live 2022! Litmus’ premiere event to share insights, networking, learning and development opportunities for innovative email marketers, designers, and developers.

As the CRM Implementation Manager at Volvo Cars UK and we have recently gone through a significant period of growth in our team, from 2 to 9 people in 18 months. Our reasoning behind this was a combination of upweighting out team capabilities to enable us to be more hands on across the entire end to end campaign process and also a realization that we wanted to dramatically increase the volume of emails that we send to our consumer base. It's about having the confidence and the bravery to change your email strategy, why there shouldn't be limits to frequency (as long as it's relevant, send it!) And also how you can accomplish this with the right team make up

Scaling up your CRM

Email marketers face unique challenges when balancing technical and aesthetic considerations when designing emails. Accessible and responsive design has become particularly complicated with the growing adoption of mobile and dark-mode users. In my presentation, I'd like to share how I optimize marketing emails for desktop and mobile applications, dark mode and light mode, and test/assess the impact of my design choices. I'd like to share techniques such as displaying/hiding elements based on device resolutions, designing images for optimal display (strokes/mid-tones for PNGs, larger but high-compression images for retina displays), and tests + litmus setup email marketers can leverage to ensure their marketing emails are highly responsive, visually accessible, and beautiful to engage with.

Accessible, Responsive, and Beautiful Email Design

How to orchestrate and influence infrastructure as a marketer. If you are a marketer that feels like you're working with an inherited tech stack, it can often feel like things are difficult to change. Having worked in marketing for 9 years, I’ve found opportunities to instrument additional tools to set you and your future team up for success, even when you might be a small fish in a big pond.

Orchestrate and Influence Infrastructure as an Internal Communicator Marketer

AI continues to make headlines, with major investments from companies like Microsoft and Google taking place at the start of the year. As we watch the AI arms race unfold, it’s got us wondering: what are the pros and cons that email marketers should consider with AI? Are there any benefits—and where does it fall short?

Join us for a conversation on:
-The present and future of AI
-Which AI tools are helping—or hindering—email marketers
-The pros and cons of AI in email marketing

AI is transforming the digital economy. How is it impacting email marketers?

Walk attednees through examples of why all image emails are bad for accessibility and creating trust with your subscribers and discuss solutions that can be implemented to elevate emails through multiple levels from good all image emails to the best emails with live text and cta buttons. - Address reasons brands use all image emails + brand guidelines + ease of use + lower cost - Address issues with all image emails + bad for accessibility + bad user experience * screen readers * missing cta buttons and copy * slow loading images * Links that miss the mark + lack of respect for subscriber’s preferences - Personalization, all image emails, and accessibility + send time personalization not a problem using dynamic content from ESP & your data + open time personalization more difficult. * get creative with alt text We’d like to do this as a panel so we could also do a QA session for a short time afterwards.

Don't be a Bad Guest: Why all image emails need to check-out

80% of customers are more likely to purchase from a brand that provides personalized experiences. Truly personalized emails engage subscribers, boost customer loyalty, and drive revenue. But, creating numerous versions of every email is time-consuming and impractical.

It can be hard to know where to start or how to scale personalization within your email campaigns, but we’ve got you covered! The Litmus Email team will share an example or two of how we use personalization and would love to share additional examples submitted prior to the event.

During this session we will:
-Give an overview of Personalization
-Explain why you should consider adding Personalization into your email campaigns
-Walk through a couple of examples and their results

Deep Dive into Personalization

Most organizations settle on a simple welcome message. As impressions go, the first one matters the most. But have you considered what should come next? Developing a strategic Welcome Series not only starts the relationship with your customers and readers but should lead them to become brand enthusiasts and loyal customers. In this presentation, Fernando will provide the 10 essential ways he has tested to improve your welcome and onboarding messages so that you are providing paths that lead to happy outcomes.

How to get the most out of the Welcome Journey

Email is an essential marketing channel for businesses in 2022. Yet, there is still a great deal of misinformation shared about what it really takes to hit the inbox. This leads to incredibly painful outcomes for marketers who believe they're doing everything right when their painstakingly crafted email campaigns fail to reach their intended audiences.In order to overcome this hurdle, I'd like to propose an idea which is two-fold: First: If selected, I'd love to work with other presenters to ensure that every single session at Litmus Live is giving one nugget of deliverability advice, to make sure whatever efforts are being put forward have the highest chance of reaching the inbox as possible. Litmus could manage this process directly if you prefer.Second: Towards the end of the week, we'd have a session where we summarize some of the amazing advice shared in other sessions throughout Litmus Live, and raise up 1-2 nuggets of deliverability advice specifically for each area of the email process (to highlight how coding, content creation, authentication, strategy, etc can impact your ability to reach recipient inboxes). In this session, email marketers can expect to walk away with an appreciation of what deliverability is and why they need to care about it (at least a little bit). They'll also have a better understanding of what industry best practices are actually essential to the success of their email program, and what factors have the biggest impacts on inbox placement.

Email Deliverability: Ensure Your Beautifully Crafted Emails Hit the Inbox

Karelle Gordon (Marketing Director, Education, Fortune Media) shares that when using personalization, marketers have seen up to an eight times higher return on investment (ROI). 

With returns like that, marketers need to put themselves in their customer’s shoes to ensure their experience is relevant. Gordon shares that 74% of customers feel frustrated by seeing irrelevant content—so it’s important to do it right.

As Gordon puts it: “Data gives you a predictability that is the ultimate advantage when creating your marketing plan.”

What is Data Driven Marketing (and what it is not)

A presentation/workshop that walks through the steps email marketers can take to make their customer data work for them. Participants will learn how to segment their customers—no matter the volume—by way of three sub-groups: value-tiers based on business-driven measures; behavioral clusters; and triggers at key moments in the customer's journey. The output is an email messaging strategy of unique customer segments, each with their own goals, objectives and KPIs. Gone are the days of measuring success by tactic. This presentation will focus on measuring success by customer segment action—did they do what you wanted them to do?

Value-Tiers, Clusters & Triggers: How To Put Your Customer Data To Work

At first glance, a conversation about an email preference center seems simple and straightforward: what are the preferences a subscriber should see? But all too often, hidden complexities emerge—how many preferences should there be? Should we offer an opt down option? What about changing email addresses and names and zipcodes? What about gathering their interests? What about different groups that have different segments in each group? And after all of that—how do we actually enforce and honor those preferences? The longer the conversation goes, it just gets “curiouser and curiouser.”

Alice in Preferenceland: Down the Rabbit Hole

Reply management is an important, but often overlooked part of meaningful use of email as a connection point between brands and customers.   We rely on our tools to auto-filter unsubscribes, errors, etc. But there are some replies they can't interpret that require you to opt-out or remove an individual.  Real people-written replies often expect real people-written responses. OR, if they don't, they're often delighted just by receiving a reply.  Reading through email replies can provide helpful qualitative feedback from a customer perspective.

You're Human, and I'm Human, too! The power of reply management.

Wondering how you could make your email design, code, and copy that much better?

Join Litmus’ email team for a live email optimization session packed with constructive, actionable feedback on real emails, created (and submitted!) by #emailgeeks like you!

Join this live one hour session if you want to:

- Learn how and why Litmus email experts perceive specific email elements to be strong–from layout to code to calls to action
- Swap inspiration and constructive tips on ways strengthen emails– with experts and the email community

Optimize Your Emails With Help from the Email Experts

Email personalization is a consumer expectation–and 80% base buying decisions on it.

But many financial services, gaming and travel providers are missing the benefits personalization brings to email campaigns—because they aren’t sure where to start for their specific industry goals.

Join us for this one-hour webinar to get in the know (and ahead of your competitors). You’ll learn:

- Why email personalization applies to every industry (even B2B!)
- Actionable ways brands across every industry can use email personalization
- Examples of how companies in your industry are personalizing their messages–and crushing their goals

Email Personalization for Every Industry

Exclusive content from Litmus Live 2022! Litmus’s premiere event to share insights, networking, learning and development opportunities for innovative email marketers, designers, and developers.

Creating emails is both an art and a science. How do you combine new ideas that may be risky while also hitting your goals? In this session we'll go through some real examples of how to find the sweet spot between beautifully designed emails and emails that perform.  Whether you are a new brand, recently went through a rebrand, or just want to step up your game with email, this session is for you.

Are you over-designing your emails?

Exclusive content from Litmus Live 2022! 

Customer experience and marketing teams are more integrated than ever before. This case study presentation is focused on how and why the Comfort Control Marketing Team at Emerson evolved from a product-centric to a customer-centric mindset using email marketing at the core. Key concepts include: 
      - Unify the visibility of our audience through integrated data, VoC data, analytics & AI- Personalize audience journeys focused on meaningful touch points & holistic experiences
      - Build omni-channel campaigns using four pillars to enhance value, resonate and build trust.
      - Tie output to outcomes: reduce customer friction, increase sales, NPS or customer satisfaction, streamlined processes, etc.
     - Develop a cross-functional CX team focused on building trust and customer loyalty

Working Towards Email Standards

Marketing

B2B Marketing

Customer Experience

Customer Engagement

Email Marketing

Digital Experience

Email Campaigns

Email Automation

Digital Marketing

Personalization

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