High-Impact Innovations For AI-Powered, Hyper-Personalised Email Marketing & CRM Strategies
08.30 Registration & Informal Networking
OPENING REMARKS
09.00 GIC Welcome & Morning Chair’s Opening Remarks
Gary Gumbleton, Group Creative Director, Ocean Holidays
FROM ROBOTIC TO REAL: SMARTER AI EMAIL MARKETING
09.10 AI Beyond The Hype: Embed Practical AI Strategies That Empower Teams, Drive Operational Efficiencies & Elevate Email Marketing Strategies Without Losing The Human Touch
- What best practices should CRM and email marketing teams establish before implementing AI and how can they build organisational buy-in to successfully scale AI initiatives across the business?
- Inbox placement, filtering, and summaries… as AI transforms the way customers consume emails, how should marketers rethink email content, structure and optimisation to maintain engagement and visibility?
- How can organisations strike the right balance between human expertise and AI, ensuring it enhances creativity, builds confidence across teams and supports (not replaces) marketers?
- Leverage AI advancements to deliver scalable, hyper-personalised email campaigns that strengthen customer engagement, build lasting brand loyalty and drive measurable business impact
NEXT-LEVEL HYPER-PERSONALISED MARKETING
PANEL Q&A
09.30 Balancing AI-Driven Personalisation With Brand Identity & Broader Messaging To Deliver Relevant Experiences, Avoid Over-Targeting & Enable More Proactive, Intent-Led Engagement
- What role should AI play in scaling personalisation, and how can marketers ensure it enhances, rather than dilutes, brand identity and customer connection?
- Where should the line be drawn between meaningful personalisation and over-personalisation, and how can we avoid overwhelming or alienating customers?
- How can marketers balance personalised and broader messaging to keep communications relevant without over-targeting or fragmenting the customer experience?
- The next era of personalisation: how can anticipatory and agentic AI be utilised to personalise experiences before a customer explicitly shows intent or acts?
Owain Tudor, CRM Technical Manager, Pets at Home
Erdo Dwiputra, Head of Global CRM Product Group, Philip Morris International
Dave Penney, Deputy Chief Executive & Chief Marketing Officer, UCAS
Elizabeth Joseph, CRM Communications Manager, River Island
10.10 Bonus Session; Reserved For Exclusive Conference Partner
10.40 Morning Refreshment Break With Informal Networking
STRATEGIC DATA-USAGE: TURNING CUSTOMER INSIGHT INTO IMMEDIATE ACTION
DOUBLE PERSPECTIVE!
11.10 Transform Customer Data Into Actionable Insights That Enable Precise Segmentation, Winning Personalisation & Long-Term Business Growth
- What strategies and best practices are helping marketing teams turn customer data into measurable business value while scaling personalisation across channels and partner ecosystems?
- With increasing expectations around personalisation, how can marketers balance AI-powered creative optimisation with privacy, governance and customer trust?
- As marketers strive for a single customer view, how can organisations bring together fragmented data sources to create richer customer profiles and deliver more personalised experiences?
- How can real-time data be leveraged to optimise CX, connecting customer behaviour and intent to enable real-time updates across journeys?
11.10 Perspective 1:
Sanjay Patel, Digital Marketing Squad Lead – Corporate, Public & Private Sector, BT Group
11.30 Perspective 2:
Yana Sirenko, Channel Partner Marketing Lead, Samsung Electronics UK
CONNECTING THE DOTS: SMARTER OMNICHANNEL MARKETING
11.50 Integrate Data, New Technology & Customer Insights to Create Connected Journeys, Improve Engagement & Drive Business Growth
- What are brands doing to successfully deliver omnichannel experiences and what practical lessons can others take away and implement?
- Revitalise brand engagement by connecting CRM, customer data, and AI-powered automation to deliver seamless and personalised experiences across every channel
- Fragmented customer data, legacy systems, and compliance…how can marketers overcome common barriers to omnichannel adoption and secure organisation-wide buy-in to drive long-term success?
- When is enough, enough? How can brands align communications across channels to avoid customer fatigue and maintain engagement?
Sarah Williams, Digital Marketing Manager (Paid Search), Newcastle University
SEAMLESS CUSTOMER JOURNEY ORCHESTRATION
DOUBLE PERSPECTIVE
12.10 Unify Data, Channels & Decisioning to Create Seamless, Personalised, Real-Time Experiences Across Every Touchpoint
- What role does data and AI play in enabling dynamic decisioning and ensuring customers receive the right message at the right moment?
- What tips and tricks can be implemented to shift from siloed campaigns to fully orchestrated customer journeys that respond in real time to customer behaviour and intent?
- What are the practical steps needed to operationalise journey orchestration and measure its impact on engagement, conversion and long-term value?
12.10 – 12.30 Perspective 1
Greg Newton, Customer Success Director, AutoTrader
12.30 – 12.50 Perspective 2
Rudi Claassen, Manager CRM & Email Marketing, Harman EMEA Consumer Lifestyle Division
12.50 Bonus Session; Reserved For Exclusive Conference Partner
13.10 Lunch & Informal Networking For Speakers, Delegates & Partners
14.10 Afternoon Chair’s Opening Remarks
CUSTOMER BEHAVIOUR & MARKETING STRATEGIES
NEW FOR 2027!
14.10 Behavioural Science In Email Marketing: Applying Customer Psychology, Behavioural Insights & Creative Strategy To Cut Through Inbox Competition
- How can behavioural science be applied to email marketing to better understand customer decision-making and improve campaign effectiveness in an increasingly competitive inbox?
- How can insights from behavioural science be used to optimise email content and design to better align with how customers actually read, process and act on emails?
- Truly understand your customer! How can marketers use behavioural data to move beyond transactional email strategies and build more meaningful, long-term customer relationships?
Abhineet Kesarwani, Customer Marketing Lead, Sky
CRITICAL CUSTOMER ENGAGEMENT STRATEGIES
PANEL Q&A
14.30 Leverage Customer Data, Insight & Behaviour To Deliver Meaningful Engagement That Strengthens Loyalty & Brand Value
- Utilise data insights to anticipate customer needs and deliver timely, relevant and engaging campaigns that keep your brand visible and customers connected
- How can email teams design engagement strategies that strengthen long-term customer relationships rather than focusing purely on short-term campaign performance?
- What role does leadership play in reclaiming control of the customer narrative and ensuring engagement strategies reflect what is truly best for the customer?
- How can brands shift focus from competing on price and convenience to consistently delivering and showcasing deeper value and meaning for customers?
Kate Chatterton, Head of CRM & Loyalty, BrewDog
Azahara Gimenez, Global Digital Marketing Performance Lead, Philip Morris International
Dan Roylance, Head of CRM & Digital, Lowry
Holly Watson, Head of Marketing & Events, Co-op Live
Adil Ladha, Senior Marketing Manager, Autotrader
Meg Fellows, Senior CRM Executive, Screwfix
FROM INBOX TO ENGAGEMENT: CREATING EMAIL CONTENT THAT CONNECTS
15.00 Develop Content Strategies That Capture Attention, Drive Engagement & Deliver Measurable Results
- What content, design and messaging strategies are proving most effective at helping brands cut through inbox clutter and increase engagement?
- As attention becomes more fragmented across channels, how can we create email content that captures interest in the first few seconds and drives action?
- How can marketers use customer behaviour data, usability insights and AI to create more relevant, accessible and engaging email content?
ENGAGE & CONVERT: SOCIAL MEDIA & EMAIL
NEW FOR 2027!
15.20 Working Hand-In-Hand: Aligning Social Media & Email Strategies To Deliver Consistent Messaging, Stronger Engagement & Seamless Customer Journey’s
- As social-first marketing continues to influence CRM, what lessons can email marketers take from social channels to improve engagement and relevance?
- How can brands ensure messaging remains consistent across email and social media while tailoring content to suit each channel and audience?
- How is AI transforming the way email and social media work together, and what opportunities does it create for more seamless customer engagement?
Swéta Rana, Head of Digital Marketing, Middlesex University London
15.40 Bonus Session; Reserved For Exclusive Conference Partner
15.55 Afternoon Refreshment Break With Informal Networking
MEASURE WHAT MATTERS: CONVERSION, METRICS & ROI
16.25 Turning Data Into Actionable Insight! Proving Impact, Optimising Engagement & Driving ROI
- How can AI enhance email measurement by uncovering deeper performance insights, improving attribution accuracy, and enabling real-time optimisation of campaigns?
- Proving value! What are the most effective ways to measure email’s contribution to customer journeys, including conversion, retention and lifetime value?
- How can marketers move beyond open and click rates to build a more meaningful measurement framework that reflects true email performance and business impact?
Pav Georgiev, CRM Manager – Strategy & Operations, Superdrug
MASTERING GOLD-STANDARD CUSTOMER LOYALTY & RETENTION
PANEL Q&A
16.45 Leverage Data, Personalisation & Experience Design to Build Lasting Relationships and Increase Customer Lifetime Value
- What strategies are helping brands turn transactional customers into loyal advocates through meaningful, ongoing engagement across email and other channels?
- Progress bars, leaderboards, points systems…explore how gamification can drive repeat purchases and encourage ongoing customer engagement
- What role does personalisation play in strengthening loyalty, and how can brands balance relevance with consistency across the customer journey?
- Develop smarter data-capture strategies that uncover what loyal customers want from your emails and use those insights to drive greater relevance and improve retention.
Jennifer Blease-Williams, Head of Digital Marketing , Faith In Nature
Ellie Beeby, CRM Manager, Papa Johns
Jane Asimaki, Senior Marketing Manager: CRM, Royal Ballet & Opera
TACKLING DELIVERABILITY HEAD-ON
17.15 Guarantee Consistent Email Engagement: Maximise Inbox Placement, Build Trust & Drive Performance in a Changing Ecosystem
- How are evolving inbox algorithms and AI-driven filtering systems changing the rules of email deliverability, and what do marketers need to prioritise to stay visible?
- What practical steps can email teams take to diagnose, monitor and continuously improve deliverability performance across complex customer journeys?
- Explore how poor data hygiene impacts deliverability, distorts performance metrics, and weakens personalisation efforts
Jonathan Dytor, Head of Digital Marketing, Close Brothers
Juliet Stephenson, Marketing Automations Specialist – Commercial Division, Close Brothers
THE FUTURE OF EMAIL: TECH, TRENDS & AI
17.35 What Is On The Horizon? Exploring How Innovation, Automation & Intelligence Are Redefining Email Strategy, Performance & Customer Experience
- How are changing customer behaviours and expectations influencing the evolution of email as a core marketing channel?
- What emerging technologies and inbox innovations will have the biggest impact on deliverability, engagement and customer experience?
- How will advancements in AI and automation reshape email marketing strategy, execution and optimisation in 2028 and beyond?
17.55 Afternoon Chair’s Closing Remarks & Official Close of Conference
