Name: How to retain customers and grow your business during a recession
Start: 2023-01-11T17:00:00Z
End: 2023-01-11T17:00:57.000Z
Location: BrightTALK

Elevate your email marketing with our expert insights, tips, trends, and tools.

Litmus is the all-in-one marketing platform that empowers you to build, personalize, test, protect, review, and analyze emails more effectively than ever so you can get the most out of every send.

B2B marketing is its own beast, with its own distinct set of needs. In this session I’ll help you create a lifecycle marketing plan—with email marketing as the core channel— for B2B companies. I’ll cover the role and phases of demand gen, how to best leverage product marketing, understanding your tech stack and what data you have available to you, establish objectives and key results, and how to map it all out across your user lifecycle stages.

The No Bullshit B2B Lifecycle Plan

Email deliverability is a very complex matter that depends on many factors. Can it be simplified, though? Is there some pattern? Over the years, I tried to figure out the formula, simple enough so I could remember it myself. One day it came to me—it's a result of respect. The respect we express towards our own and others' resources, time, energy, and focus. In this session, we’ll explore a holistic deliverability model and its different factors, how each of those factors is interconnected, and how to improve deliverability by adopting a framework centered around respect.

Email Deliverability: A Result of Respect

We talk a lot about automation when it comes to email, but what about automating all the processes outside of what we send? In this session, I’ll show how automation outside the inbox can significantly streamline day-to-day email marketing tasks, leading to increased efficiency. I’ll also identify opportunities for automation and demonstrate how implementing the right tools can help email marketers save time, reduce errors, and improve campaign performance. Finally, I’ll give real-life examples of automation builds that can serve as inspiration for creating custom solutions tailored to specific email marketing needs and objectives.

Automating Outside the Inbox

What career paths possibilities are there in email? It's not always clear how you can take your skills in email and grow in your career. My personal story shares one example of an email dev/designer hybrid ending up as a senior engineering manager for design systems that span email, native apps, and the web, and we’ll explore the broader 
strategies I employed that can help anyone navigating this space. Attendees will learn how a passion for email can lead to a passion for people management, how email is not just a stepping stone but can remain a key area to future career roles that span multiple platforms and/or lines of business, and actionable strategies for carving out their own unique career path in email.

Carving Out Your Career Path in Email

When it comes to subscribers’ experience with email, designers and developers might not always see eye-to-eye. But one goal they share is to provide them with the best experience possible. In this session, you’ll learn how fostering collaboration between designers and developers helps to craft accessible, dark mode friendly, and engaging emails that will delight your subscribers.

Unleash Email Awesomeness: Ways to Delight Your Subscribers Through Teamwork!

One of the biggest questions conference attendees often ask is how to get buy-in from their boss and colleagues on all of these new ideas—how to convince others in their organization to implement what they've just learned. This talk is aimed at addressing both boss and colleague buy-in with real-world examples to bring it all home. In this session, 
you’ll learn how to address concerns your boss has, how to get others to prioritize your requests, as well as examine negotiation tactics and nonviolent communication training.

How to Get Organizational Buy-In

Considering the recent changes that went into effect earlier this year (we’re talking about those sender requirements from Gmail and Yahoo), it might feel like making it to the inbox is just getting harder. 

We’ll get you through it! 

In this one-hour webinar, you’ll discover how to adapt your email marketing strategy to ensure your emails get delivered—and engaged on. You’ll learn:

About the recent changes from Gmail and Yahoo, and what they mean for you
How to build and keep your brand reputation in the inbox
Why email engagement is critical to email deliverability

Making it to the Inbox in 2024 - What's changed and what hasn't

In 2024, Google will phase out third-party cookies, which can feel scary to email marketers who have leaned on third-party data to fuel their personalization strategies. Fortunately, moving to a first-party data approach plays to email’s strengths.

Join us as host Logan Sandrock Baird and experts Natalie Jackson (CBIZ), Val Geisler (ByHeart) and Allison Bryant (Ten Percent Happier) weigh in on the benefits of zero- and first-party data.

In this one-hour virtual event, you’ll learn:
- What the changes to third-party cookies mean for marketers
- How to pivot to zero- and first-party data for email personalization
- Examples and tips on how to effectively gather data from your subscribers

First-Party, Best Party: Saying Goodbye to Third-Party Data

While many have embraced accessibility, many have yet to implement it into their emails. The question is, why? In this session, Paul will look to answer that question through the lens of Behavioural Science. He’ll begin by walking through some of the Behavioural Science principles and apply them to aspects of accessibility implementation, to help you understand why there’s resistance towards it. 

He’ll then walk through some more of the Behavioural Science principles, again applying them to aspects of accessibility implementation to help you understand how that resistance can be removed. The understanding and insights from this session will help you remove any resistance you might have, whether you’ve just started to implement accessibility, have been doing so for a while, or are looking to get stakeholder buy-in to get going!

Accessibility Implementation: Removing the Resistance with Behavioral Science

What email trends should marketers watch this year? Over 480 email marketers worldwide shared how they plan to take on 2024—including what email trends they’re planning to double down on—and the results are in. 

Join us as host Logan Sandrock Baird and Chad S. White, Head of Research at Oracle Digital Experience Agency, dig into the highlights of the State of Email Trends 2024 Report, with incisive and actionable insights…

In this one-hour virtual event, you’ll learn:
- How email marketers are using generative AI
- What tactics and technologies are being used by B2C and B2B marketers
- Which tools and strategies best suit small scale vs. large scale organizations

Litmus Talks | State of Email Trends 2024: Highlights and Insights

Email success starts in the inbox, and whether you land in the inbox or not depends on your sender score. What is a sender score and what determines it? How does it impact email deliverability? Tune in for a session packed with tips on checking, improving, and maintaining your score. You’ll learn the secrets behind sender score so you can stand out in the inbox, build up your sender score by taking simple actions with massive impact, an stay in good standing with mailbox providers by adopting healthy email habits.

Demystifying Sender Score: How to Improve Yours and Land in the Inbox

Litmus' SVP of Marketing, Cynthia Price, and panelists Chad White (Head of Research, Oracle), Leah Miranda (Lifecycle Marketing Manager, Zapier),  Jay Oram (Head of Development, ActionRocket), and Darryl Bolduc (VP of Product, Acoustic) as they dig into the fascinating effect AI has had on our industry and look forward to its potential uses for the future. With a special introduction by Litmus CEO Erik Nierenberg.

Exploring the Impact of AI on Email Marketing

Let's dig into all things email footer! Many people overlook their footer and giving your email footer extra attention with a 
beautiful design and the facts your recipients and customers require, will create respect and build trust with your readers. 
In this session, we will dive into all the components of the footer and look at examples of effective footer designs, from the s
uper minimal to fancy footers that include GIFs. We will discuss why the footer is a valuable piece of email real estate and 
why there should be a focus on creating a great footer (and what things must be included by law).

All About Email Footers: The Underdog of Your Email

Join Lianna Patch of Punchline Copy as she lays out concrete examples of excellent email copywriting, 
dissects what makes them so effective, and gives attendees the tools to swipe what's working for themselves. 
You’ll see fresh approaches to list-growing and segmentation (outside of ""Here's 10% off"" or ""Here's a free guide""), 
examples of lifecycle emails to build better and more profitable customer relationships, and an in-depth analysis of 
email copywriting techniques that work well and how to start using them, including incorporating humor.

Secrets From My Swipe File: Copy Strategies You Can Steal

Landing in the right spot in the inbox should always be top of mind for email marketers, and Gmail and Yahoo’s new bulk sender requirements starting in February 2024 are going to have a significant impact on deliverability.

Fear not, though! We’ve assembled a roundtable of experts—Lili Crowley from Yahoo, Alison Gootee from Braze, and Lauren Meyer from SocketLabs—to help you understand how to adapt to these new guidelines and keep your emails out of the spam folder.

Navigating Gmail and Yahoo’s New Sender Requirements in 2024

It's not news at this point to hear that Dark Mode, accessibility, and personalization are challenges that face every email marketer. It can be overwhelming, though, to figure out which steps to take and what to prioritize when trying to address them. Let us take the guesswork out for you as members of Litmus' email team, Carin Slater and Hannah Tiner, as well as host Logan Sandrock Baird define and dig into these complex topics.

Dark Mode, Accessibility, and Personalization: Where to Begin

In this session, we will share the key findings of the Email Markup Consortium’s 2022 and 2023 reports on accessibility, 
and discuss how we can learn from them to ensure that all subscribers, regardless of their physical abilities, can ingest emails. We will delve into the various accessibility issues that subscribers with disabilities might encounter while trying to read an email and provide practical solutions to ensure they can easily access email content. As email marketers, we are responsible for ensuring that our audience can access our content, regardless of if they are able-bodied or not. This presentation will provide valuable insights and actionable tips for marketers to improve the accessibility of their emails, ensuring that no subscriber is left behind.

99.9% of Emails Fail Basic Accessibility Testing, Why?

The environmental impact of technology is a hot topic in recent years, especially when it comes to blockchain and AI. But email also has an environmental impact that we as vendors, marketers, designers, and developers should consider. I’ll go into the various ways that the carbon footprint of email adds up, and how that makes a very real impact to both our environment and on our users’ inboxes. Attendees will leave with actionable ways we can reduce the environmental impact of our email campaigns, including considering business strategy, sending strategy, design, and code optimization.

Green Your Emails: Eco-Friendly Strategy, Design, and Code

Sometimes, the world of testing and experimentation can feel a bit daunting. You have dozens of opportunities to optimize your fundraising efforts, so how do you even know where to begin? For now, let’s skip the whole “choose your own adventure” path because you can easily get lost in that jungle. In order to lower friction in your own decision-making process, let’s focus on a place where you can have the highest impact, and choose a donation page as your starting point. You can always return later and work backward from here to optimize multiple other areas like your landing page, website CTA, Facebook ad, or email copy. Keep in mind that the goal of an experiment is not to get a lift, but rather, to get a learning.

Three Questions to Help You Generate Test Ideas

You could earn a return of $42 for every $1 you spend on email marketing. Could poor planning and high-risk email addresses be holding you back?

In this virtual event with Litmus and ZeroBounce, you’ll learn how to use The 3P Flow (Plan, Purge, Preview) to earn a higher ROI, plus:

- The most critical factors in planning a successful email campaign
- How to purge high-risk email addresses that are killing your reputation
- The best testing methods to preview results before you hit send

The 3P Flow: 3 Steps to Improve Your Email Marketing ROI

1. Email marketers are getting more and more requests  (segmentation, personalization, languages, etc.) (Consumer may get 1 email a week, but there are 15 emails being sent out); this means more testing, approvals, segmentation/list building, etc. 
2. When tech is your friend and when it’s not (don’t implement just to implement), especially with a small team (how can the tech you implement help you to scale the size of your team)
3. Email marketers want to build Lead Nurtures/lifecycle to qualify leads into the pipeline, their managers want them to dig into audiences to impact revenue, etc.

A cautionary tale of growth: What I did and what you should do

CRM has always been important, but since the pandemic, the need for a great customer experience heightened. We saw an E-Commerce boom in 2020, with many brands that didn’t yet have an online presence, moving online. Consumers' needs and expectations since 2020 have grown, and those brands that are mastering customer experience are definitely feeling the benefit. The CRM landscape has also changed, no longer are we talking marketing, it’s bigger than that. CRM and customer experience teams now sit at board level, we now can inform product development, customer service and much more. We know the customer best and we’re now leading and informing teams around us. I mean, that’s so exciting.

8 takeaway tips for thinking customer first

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

A discussion about the importance of Welcome Sequence, Abandoned Cart Sequence, and Post-Purchase Sequence. I'll go into depth about what each one can achieve if done right both in terms of cashflow and in customer connection.

The 3 Flows Every Serious e-Commerce Brand Should Have

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

Making sure that your website is optimized for search takes a lot of time and effort. Once you bring visitors to your website, the next step is to build a relationship with them. Email Marketing is the best tool to help nurture relationships that create conversations. In this session you will learn:
- Best practices on growing your email marketing audience using your website 
- How to make sure more of your emails are delivered to the inbox rather than the spam folder or not delivered at all
- How to keep your audience engaged with your email marketing campaigns for optimal results

Converting SEO Traffic: Winning With Email Marketing

How do you scare an email marketer, in five words or less?

“Blast this to our list.”
“Please include this large attachment.”
“Why does this look weird?”

Yikes.

We know how hard it is to get an email out the door. But we also know how satisfying it can be when you finally do—especially when the results yield a fantastic subscriber experience.

Join us for:
-Email marketing success stories from a panel of email experts who build and send emails (just like you!)
-A conversation on email marketing obstacles overcome and problems solved
-Strategies to turn your biggest email fears into email marketing wins

Email Marketing Success Stories: Obstacles, Wins, and Problems Fixed

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’ 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

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

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.

In this webinar, learn a tactical, step-by-step method for driving impact through email, with planning and strategy activities that can be applied in any business (and arguably, in other digital channels). Tips for how to develop your team and email program for scalability included!

Driving Business Impact through Email Marketing

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.

Are you driven to deliver your customer a better experience at every touchpoint? Customer experience and marketing teams are more integrated than ever before. Join Lisa to learn why it's vital to put the customer first and how her team is evolving from a product-centric to a customer-centric mindset to personalize audience journeys, focus on meaningful touchpoints and deliver holistic experiences. In this session, we will:

- Explore a cross-functional customer experience (CX) collaboration team concentrated on closing gaps and devising good content and experiences that matter 
- Utilize a content framework to enhance value, resonate and build trust
- Discover how to tie output to outcomes & push beyond email metrics to measure success

Email Marketing Evolution: Shifting from a product to a customer-centric mindset

Email Marketing Performance and Strategy

Ready to rev up your email marketing and grow in a recession?

As the economy shifts, brands are in the precarious position of trying to plan and execute a recession-proof strategy.

Join our webinar as marketing leaders walk through ways to not only survive–but thrive–through changes in buying behaviors.

We will cover:
-Why email is your most reliable and affordable marketing channel
-How to create short- and long-term email strategies that are attainable and adjustable
-Ways to incorporate email personalization and automation to boost your loyal customer base

How to retain customers and grow your business during a recession

Marketing

B2B Marketing

Customer Experience

Customer Engagement

Email Marketing

Digital Experience

Email Campaigns

Email Automation

Digital Marketing

personalizaion

Demand generation is the process through which a business integrates marketing and sales to move potential buyers down the sales funnel from interest to payment. The BrightTALK demand generation community is made up of thousands of professionals sharing and learning best practices for engagement marketing, demand generation and lead scoring and nurturing through interactive webinars and videos. Register and join the conversation to attend live webinars and have your questions answered by demand generation professionals and thought leaders.

Demand Generation

The email marketing community on BrightTALK is made up of thousands of engaged email marketing professionals. Find relevant webinars and videos on email best practices to help you increase email conversions and drive email marketing ROI. Join expert speakers and email marketing peers sharing insights into building email lists, list segmentation, click-through rates and triggered campaigns.

The marketing operations and automation community on BrightTALK is composed of thousands of marketing automation professionals. Learn and share best practices for marketing campaign analysis, outbound marketing and lead creation with hundreds of on-demand webinars and videos. Increase your engagement and fine tune your funnel management strategy by asking questions during live, interactive webinars with marketing automation peers and industry leaders.

Marketing Operations and Automation

The digital content marketing community on BrightTALK is made up of thousands of marketers using rich media and thought leadership content to drive engagement. Join to learn best practices for digital content creation and distribution and explore how content engagement can help you connect with your existing and prospective customers and drive revenue.

Content Marketing

The marketing community on BrightTALK is made up of thousands of engaged marketing professionals. Find relevant webinars and videos on marketing strategy, branding and more presented by recognized thought leaders. Join the conversation by participating in live webinars and round table discussions.

How to retain customers and grow your business during a recession

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