Email marketing is one of the most effective forms of marketing, and a growing number of companies are realizing this. However, setting up and managing an email marketing program can be a complicated process, which is why so many businesses hire professional help. Fortunately, the digital marketing and email marketing specialists at Rainmaker can help. In this article, we’ll introduce you to the Email Marketing Summit 2021, an event that brings together some of the best minds in the industry and provides you with valuable knowledge and tips on how to approach your email marketing initiatives.
Why Should You Care About Email Marketing?
The best thing about email marketing is that it’s a form of digital marketing that’s totally free. There are no up-front costs associated with setting up an email marketing program, and the results are generally instant and measurable. If you’re not seeing good results from your current digital marketing tactics, it might be time for an upgrade.
Even better, email marketing is one of the most targeted forms of digital marketing. You can use specific email marketing apps and platforms to reach specific audiences, or you can utilize sophisticated list segmentation to target a general audience based on interests and behaviors. A well-designed email marketing program can generate significant results in a short period of time.
Because of all of this, we believe that 2021 is a notable year for email marketing.
The Email Marketing Summit
The Email Marketing Summit is geared towards the marketing and management teams responsible for establishing and executing an email program. The summit brings together thought leaders in the industry who will discuss all facets of email marketing, including technology, strategy, and tactics.
This year’s summit is going to be dedicated to helping you make the most of your email marketing initiatives, and the interactive panels and educational opportunities should appeal to any professional in the industry.
When Is The Email Marketing Summit?
The summit is going to take place on May 20–21, 2021 in San Francisco, California.
What time is the event? You can set your own schedule, but the best times to attend are either between 9:00 a.m. and 5:00 p.m. PT on Saturday, or between 1:00 p.m. and 9:00 p.m. PT on Sunday.
Who Is Attending?
More than 500 individuals and companies are signed up for the Email Marketing Summit 2021. The top industry executives and digital marketing specialists are gathering in San Francisco to collaborate and network.
This year’s summit is truly an industry event, and we expect the attendance to reflect that. Companies like HubSpot, Mailchimp, and Infusionsoft are the poster children of effective email marketing programs, and their teams will be participating in the summit. Additionally, a host of other large companies will be sending representatives, including:
- Luminous Design
The summit includes prominent industry figureheads as speakers, and the educational opportunities should appeal to any professional in the industry.
What Is The Format Of The Summit?
The format for the summit is going to consist of a series of keynote speeches, panel discussions, and instructional sessions. The schedule is available on the event website, and we recommend you check it out.
Keynote speeches will represent the high point of the summit. These are going to be delivered by some of the top industry experts and digital marketer celebrities. You’ll hear from speakers like:
- Marvin Laude, Co-Founder, and Chief Marketing Officer, Unruly
- Adam Silverman, Director of Marketing for HubSpot
- Amy Porter Williams, Director of Marketing for Mailchimp
- Kate Kowalski, Head of Marketing for Shopify
- Lisa Romanowski, Director of Marketing, Luma
- Laura McBee, Director of Marketing, GoDaddy
Each keynote speech will be followed by a panel discussion with subject matter experts and thought leaders from the industry. You’ll have the opportunity to ask questions and engage with the panelists.
Our favorite panelist is Lisa Romanowski, who is the head of marketing for Shopify. The company’s retail and corporate e-commerce platforms help businesses of all sizes and stages to sell their products online.
After the panel discussions, you’ll have the opportunity to attend one of the summit’s many informative and interactive seminars. These are going to be led by subject matter experts, and you’ll have the chance to engage with the presenters as much as you like.
Some of the most engaging seminars are:
- Attracting and Capturing Audiences: Developing a Comprehensive Campaign Plan
- Building and Measuring Success with Email Marketing
- Email Marketing: An Introduction
- The Art of the Email Pitch
- How to Measure the ROI of Your Email Marketing Campaign
Additionally, the summit will offer some amazing networking opportunities, with over 20 different social events planned throughout the weekend. The social gatherings will allow you to mingle with some of the biggest names in the industry and establish valuable networks for future collaborations.
Key Takeaways From Past Summits
This year’s summit represents the 15th annual edition of the Email Marketing Summit, and the presenters have come away with a wealth of knowledge and experience.
Past speakers have included: John Jagger, VP of Marketing at HubSpot; Jon Groff, Head of Marketing at Mailchimp; and Tim Hansel, Senior Manager of Marketing at Shopify. The summits have also featured several prominent guest speakers and panelists, including: Jon Loomer, Founder and CEO of JNL Marketing; Brian Balfe, Marketing Director at HubSpot; and Jon Watts, Head of Marketing at Squarespace.
Based on feedback from past attendees, the presenters at the summit have created a comprehensive list of tips and tricks for making the most of your email marketing program. Below, we’ve compiled some of the most useful pointers from the past.
1. Measure The Performance Of Your Email Marketing
To determine the effectiveness of your email marketing program, you need to track a variety of metrics. Past attendees have suggested measuring the following:
- Unsubscribe rates
- Conversions (i.e., sales)
- Delivery rates
- Lift of enquiries
- Lift of orders
- Lift of revenues
- Perception of value
It’s also important to look at the different types of email marketing communications you’re sending, as some platforms are more effective than others. The key takeaway from all of this is to measure the results of your different email marketing strategies and tweak your plan as needed.
2. Build Your Email List By Consistent And Continuous Exposure
The best way to grow your email list is through continuous and consistent exposure. Past attendees have suggested using a combination of the following tactics: