Advanced Email Conference Manchester Programme
Latest Trends To Stand Out In Crowded Inboxes, Drive Unshakeable Loyalty & Engagement & Maximise Proactive Personalisation With Fresh, Tech-Smart, AI-Savvy & Revenue-Boosting Email Marketing Innovations That Put Customers First
08.15
REGISTRATION OPENS
Registration, Informal Networking & GIC Welcome
09.00
OPENING REMARKS
Morning Chair’s Opening Remarks
Amy Harman, Head of Customer Marketing, Hotel Chocolat Ltd
HIGH-IMPACT, GAME-CHANGING CONTENT
Fresh New Inspiration
09.10 Cut Through Crowded Inboxes With Fresh, Dynamic Email Content That Secures Retention, Loyalty & Delivers Lasting Engagement
- More than just “content” – spice up your email campaigns with creative, out-of-the-box ideas that encourage customers to stop scrolling and pay attention
- Develop eye-catching personalisation that makes your customer feel seen and heard, while navigating the ideal balance of AI, automation, and the critical human touch
- Images, gifs, videos, text – what is the ideal mix? Craft emails with the perfect tone to capture attention through timely, concise information and punchy visuals
- The latest trends! What are customers responding to in emails today? With consumer tastes always developing, and users accessing email on multiple devices, keep your content ahead of the curve
Charlotte Williams, Head of Marketing & Communications, BNP Paribas Real Estate
AI & AUTOMATION FOR EMAIL SUCCESS
Panel Q&A
09.30 Harness The Ever-Growing Potential Of AI & Utilise The Latest Advances To Boost Open Rates, Personalisation & Engagement
- AI as your co-pilot; maintain the perfect balance between automation and the critical human factor, to maximise output without alienating customers
- Know the limits as well as the strengths! In what ways can AI truly outperform workers, and when does the human element need to take over to avoid generic or underdeveloped content?
- Go from the theoretical to the practical, with real-life use cases that demonstrate tangible ROI and inspire new approaches
- What are the best tools and platforms to achieve high-level personalisation and segmentation, while also remaining compliant and data-safe?
Jean-Pascal Amblat, Head of Owned Channels & CRM, Air France
Emily Stretton, Email Marketing Developer, Holiday Extras
Mariacristina Lubrano, Head of Email Marketing, CAFOD
SUPERCHARGING EMAIL IN THE OMNICHANNEL MIX
Cutting-Edge Strategies
10.00 Embed Email As A Key Driver At The Centre Of Omnichannel Strategies To Streamline Customer Journeys & Brand Narrative
- Who responds to what? Employ targeted audience segmentation to ensure email stands out as a key channel in the wider marketing portfolio
- Social media, WhatsApp, SMS – ensure your marcomms channels are working together, not against each other, with seamless customer journeys from one to another
- Foster collaboration and connected thinking between marketing teams and professionals working across different channels, to put the customer first
- Avoid bombardment and over-communication with joined-up storytelling that makes best use of all channels
Amy Wisniewski, Ecommerce Lead, Lucky Saint
10.20
BONUS SESSION; RESERVED FOR EXCLUSIVE CONFERENCE PARTNER
10.50
MORNING REFRESHMENT BREAK WITH INFORMAL NETWORKING
Live Campaign Feedback – submit an email campaign for expert feedback and practical tips
PROVEN STAND-OUT PERSONALISATION
Panel Q&A
11.20 Maximise Customer Engagement & Conversion Rates With Next-Level, Practical & Proven Personalisation Strategies With A Targeted, Data-Led Approach
- Assess the latest tools and programmes to understand what level of personalisation works best for your specific marketing goals
- Don’t get left behind! Gain unmissable insights into the high-impact personalisation strategies already being used by your fellow CRM and Marketing professionals
- With some customers sceptical of AI-generated content, strike the right balance between AI and the human touch, and ensure your efforts are justified by appropriate ROI
- Out-of-date information can undermine your efforts; harness the latest data methodologies to increase accuracy and relevance
Hussein Akins, Senior CRM Executive, Octopus Money
Ashley Coidan, Head of Web & Email Communications, University of Cambridge
Kate Chatterton, Senior CRM Manager, BrewDog
Jean-Pascal Amblat, Head of Owned Channels & CRM, Air France
Emma Henderson, Head of Digital Marketing & Partnerships & GOV.UK, Ministry of Justice UK
REVENUE-GENERATING DATA & TARGETING
Harness The Power Of Data
11.50 Leverage The Power Of Relevant, Up-To-The-Minute Data To Drive Personalisation & Segmentation Strategies That Foster Trust & Brand Loyalty
- With customers ever more conscious of their data privacy rights, avoid unsubscribes and foster trust through responsible data usage that adds real value
- Your personalised campaigns are only as strong as the data they are built on – how can you make sure your data is as accurate and up-to-date as possible?
- What are the latest models, algorithms and AI tools that can help you to maximise your data and make the best use of it?
- Deploy tailored personalisation and segmentation techniques to drive customer engagement and relevancy, while avoiding hitting spam folders
DOMINATE DELIVERABILITY & OPEN RATES
Know What To Avoid
12.10 Overcome Deliverability Challenges With Cutting-Edge Techniques To Increase Inbox Landing & Open Rates
- Know the landscape – understand the ever-evolving privacy regulations and legislation and what to avoid in email composition
- Optimise subject lines, avoid flagged buzzwords and navigate ESPs to maximise delivery rates
- Craft clear and eye-catching emails that are optimised across multiple screen formats, and promote email accessibility for the visually and hearing impaired
- Employ the latest benchmarking and measurement techniques to see how your campaigns are performing and how they can be improved
Andrew Denton MBE, Head of Stories, Storied Collection
12.30
BONUS SESSION; RESERVED FOR EXCLUSIVE CONFERENCE PARTNER
12.50
LUNCH
Informal Networking For Speakers, Delegates & Partners
13.20
Informal Breakout Discussions
A) Personalisation
Nicola Travis, Head of CRM, Beauty Bay
B) AI
C) Privacy & Security
D) Segmentation
E) Design & Content
F) Omnichannel
13.50
Afternoon Co-Chairs’ Opening Remarks
OPENING REMARKS
Rhea Fox, Digital Director, Ted Baker
Eszter Morvai, Head of Customer Data Platform, Aviva
FRICTIONLESS CUSTOMER JOURNEYS
Eliminate Pain Points
14.00 Streamline Processes & Remove Friction Points To Create Seamless & Pain-Free Customer Journeys That Retain Customers & Drive ROI
- Map out customer journeys to truly understand the experience from initial contact to point of purchase, highlighting friction points and the need for clear signposting
- Ensure your campaigns are consistent across all channels, and facilitate easy transitions from one omnichannel stream to another for maximised customer experience
- Harness the latest data and metrics to understand what truly works, what customers are looking for, and how journeys can be easily improved
- Utilise the power of AI at key touchpoints to drive conversion rates and motive calls to action for real and proven results
SPEAKER TO BE ANNOUNCED SHORTLY
LONG-TERM CUSTOMER LOYALTY & RETENTION
Retain Your Most Valuable Assets
14.20 Connect & Combine Your CRM, Customer Loyalty & Retention Strategies Into Email Campaigns That Unify & Elevate Customer Interactions
- How can your CRM and loyalty campaigns work more harmoniously together to generate more impact and engagement from fewer emails?
- Gather and analyse feedback from long-term customers – what is driving loyalty? How can you adapt your content to quickly win over new customers and boost acquisition?
- Foster trust and elevate retention rates by promoting data privacy, responsible use of secure information, and utilising segmentation to keep customers engaged
- Exceed customers’ expectations with unified, punchy, and eye-catching campaigns that make them feel seen and appreciated
Matthew Smith, Marketing Performance Analyst, Boots Opticians
Karmen McLaughlin, CRM Manager, Boots Opticians
VALUE-ADDING MEASUREMENT & ROI RESULTS
Showcase Your Success
14.40 Demonstrate Cutting-Edge Email Success By Employing The Latest Measurements & Metrics That Truly Highlight Added Value & Tangible Results
- Pinpoint clicks and conversions to understand which successes can be attributed to which campaigns, and how to build on today’s successes in the future
- What are you trying to achieve? Define clear goals and select the optimal metrics to help you fulfil them effectively
- Assess and explore the latest tools that promote ROI, both direct and indirect, and underline your brand’s narrative while retaining customer trust and engagement
- Secure senior buy-in and leadership engagement by proving email’s essential worth with verifiable facts and figures
Thien Tran, Global Digital Marketing & Analytics Manager, Pernod Ricard
15.00
BONUS SESSION; RESERVED FOR EXCLUSIVE CONFERENCE PARTNER
15.30
MORNING REFRESHMENT BREAK WITH INFORMAL NETWORKING
Speed Networking With Industry Peers
CUSTOMER-CENTRIC EMAIL
Focused & Targeted
16.00 Put Customers First With Targeted, Engaging, Value-Adding Email Marketing Campaigns That Boost Engagement, Secure Loyalty & Maximise Revenue
- Know your audience! Avoid bombardment by understanding what customers are looking for and delivering it clearly and effectively each and every time
- Create user-friendly approaches which secure engagement and retention by providing easily navigable customer journeys
- What are the latest pioneering tools and techniques to streamline your email messaging and improve customer experience?
- Tailor your email content to reflect your brand values and align with the desires and feedback of your target audience
Nico Drysdale, CRM Lead (Grocery), ASDA
Daniel Crowdy, CRM Lead, George
EMAIL IN 2025 & BEYOND: TRENDS, INNOVATIONS & INDUSTRY BENCHMARKING
Panel Q&A
16.20 Future-Proof Your Email Campaign Strategies By Forecasting & Adapting To The Latest Customer-Centric Marketing Trends
- Don’t get left behind! What are the latest tools and platforms set to disrupt the marketing sector, and how are they already being deployed?
- Avoid email anachronism; with shopping and spending habits impacted by the cost-of-living crisis, and social media more prominent than ever, where does email fit in the modern marketing world?
- Navigate the changing landscape of regulatory legislation, and shifting attitudes (both public and professional) towards data privacy and the rise of AI
- Forecasting trends and peer-driven industry benchmarking for 2025 and beyond
Tash Dean CRM Campaign Manager, DE&I Ambassador, Tesco Mobile
Katheryn Thomas, Senior CRM Manager, L’OCCITANE Group
Sherie Driscoll, Senior Marketing Manager – CRM & Data, Marketing and Research, Cambridge University Press & Assessment English
David Cross, Head of CRM, Loyalty & Retention, Warner Hotels
Amy Harman, Head of Customer Marketing, Hotel Chocolat Ltd
16.50
CLOSING REMARKS
Afternoon Co-Chairs’ Closing Remarks & Official Close Of Conference
Rhea Fox, Digital Director, Ted Baker
Eszter Morvai, Head of Customer Data Platform, Aviva
