2020 has been an interesting year for everyone. One change the pandemic brought on: the proliferation of online events and webinars.
There were so many online webinars, podcasts, and event sessions that some great ones may not have gotten the attention they deserve.
That is why our team spent the past few weeks asking many of you to submit your responses to a simple question, “Which 2020 online event session, podcast, or webinar stood out to you the most, and what did you like about it?”
We’ve gathered the top answers for you and written a summary of each in hopes that you find these six as valuable as others within our industry.
1. Career Journeys in the Email Industry, An Only Influencers Special Report
With Kate Barrett, eFocus Marketing, Jeanne Jennings, Email Optimization Shop and Only Influencers, and Ryan Phelan, Origin Email
In this 50 minute webinar, Jeanne, Kate, and Ryan discuss Only Influencer’s latest report: Email Industry Career Journeys and Resources.
- 81.2% of survey respondents have at least some of their email continuing education costs covered by their employer.
- They reveal the best content to listen to, read, or watch, according to survey respondents.
- Email Geeks, Only Influencers, and Women of Email are the top organizations that marketers utilize to share ideas and ask for help.
- 75% of respondents had been with an organization within the email industry for more than four years, bucking conventional wisdom that people stay in a single job only 2 or 3 years.
- Roughly half the respondents reported having a mentor.
Watch the webinar to learn more about the survey findings on job satisfaction, and where marketers start before they find the email industry.
You can also download the full report, and take a look at the plethora of resources they provided to help you advance in your own career in the email industry!
2. Email Marketing Heroes Podcast: Email Marketing Best Practices
With Rob and Kennedy
In this short 20-minute podcast, Rob and Kennedy went over all of the email marketing best practices that a marketer should be utilizing.
Here are a few crucial points Rob and Kennedy went over in the podcast:
- How to handle subscribers who don't want to receive emails daily
- How to monitor your engagement to maintain your reputation and what your company classifies as an engagement
- Why you should consider a smaller email list
- Why you should email more frequently
- Why you need to make sure your email has value
Whether you’re a skilled email marketer or newer in the industry, these best practices are great to refer back to in order to ensure email marketing campaign success.
Listen to the full details here.
3. The Most Critical Email Deliverability Questions
With Chad S. White, Daniel Deneweth, Heather Goff, Clea Moore, and Brian Sullivan, CX Marketing Consulting
This webinar is excellent if you're a beginner in the email marketing space -- or it’s an excellent resource to refer to if you're struggling with inbox placement.
Chad started the webinar with a simple statement, "There is no single thing your business can do to keep your inbox placement high. You must master a wide umbrella of issues to protect your emails from being junked or blocked by inbox providers.”
There is no question the pandemic has given many businesses issues such as reduced staff and interrupted email cadences. The well-experienced Oracle Deliverability team delivers this webinar filled with commonly asked questions to help email marketers navigate these challenging times.
- What are the top challenges that the Oracle team has helped their clients with this year?
- What is BIMI, and are email clients supporting it yet? Is it still in the development stages? What do I need to do to enable it?
- How can an email marketer maximize their deliverability and get emails in the Gmail Primary Tab?
- What’s one area, issue, or practice that the Oracle team sees causing the most deliverability problems?
- How do you protect your sender reputation when you find yourself sending out a transactional email to a million subscribers at once in one part of the year, while the volume is minimal other times of the year?
- Which ISPs are causing the biggest deliverability problems?
You'll also get the details on why unsubscribe rates have been increasing throughout 2020, and the pros and cons of tab placement changes. The panel walked through what email will look like in the future, specifically how BIMI will help make email more secure and provide more branding opportunities.
Lastly, they touched base on why mailing to deep in your email lists, and sloppy acquisition practices bring bad addresses and traps, causing bad deliverability.
Watch the 60 min webinar here.
4. Unlocking Email’s Hidden Opportunities to Create a Competitive Advantage
With April Mullen, Sparkpost, and Nick Williams, Smart and Final.
(This webinar is only available to Email Experience Council Members)
Did you find yourself struggling to pivot your marketing strategies and priorities because of COVID-19 this year? You're not alone.
April pulled up a stat that said, "52% of marketers are having to manage and shift priorities and strategies".
She mentioned that because there is no playbook or historical context of what's going on, people have been utilizing competitive intelligence to look at the outside world, to determine what's socially acceptable or not.
So how do you get to where you want to be in 2020? April presented her plan in three phases:
- Get to the inbox (can't get into the email game until you get into the inbox)
- Size up direct competition
- Look outside of your vertical for inspiration
We also heard from Nick, who gave his tips on each of these three phases.
At the time of the webinar, he was new to the company and walked through his email background. His experience was a juggling act of tackling different tactics and solutions to maintain a steady deliverability rate while increasing his send volumes.
"Segmenting was a key part of our strategy, and it's easier with the technology we have. The better we segment, the better we hit the inbox. It's always a constant balance". - Nick Williams
Both April and Nick emphasized how important it was to have competitive intelligence in today’s new world. Marketers are becoming more competitive because there is more data out there to work with.
Tactical intel, context and relevance, and executive decisions were three steps April and Nick mentioned to take in order to make better marketing decisions.
If you find yourself struggling to reach the inbox or need to spruce up your competitive Intelligence, watch this webinar!
5. Keep Customers and Build Brand Love with Email
With Jason Rodriguez, Litmus, Lyla Rozelle, Litmus, Val Geisler, Fix My Churn, and Mike Nelson, Really Good Emails
Whether you have two years of experience in the email industry or 25, this webinar was a great resource to understand the best way to engage with customers through an email journey.
- Jason opened up the webinar discussing why email is so valuable and why it should be your go-to marketing channel.
- Lyla, Val, and Mike went through how to properly onboard new subscribers, build long term relationships, and win back lapsed subscribers.
- You'll get a taste of sample emails from American Airlines, Canva, Unsplash, Asana, and many more big brands.
- You’ll learn how to review your onboarding emails to ensure you're setting expectations and reinforcing your value props.
If you need a strategy to keep customers, this webinar is for you.
Watch the webinar here.
6. Email & More: Innovations in Email
With Adeola Sole, Holistic Marketing, Kay Pay, Holistic Marketing, April Mullen, Sparkpost, and Samantha Iodice, Sauce Experience.
In this 60 minute panel, these four ladies discussed many different topics from Dark Mode to Animation, AMP, and everything else in between. Check out a sneak peek of a few questions they answered during the discussion:
- Does innovation need to be technical?
Samantha led the first discussion stating, "Innovation does not have to be technical. It all starts with creativity. The whole reason technology exists is because of creativity. Someone thought of technology before it became a thing".
The other panelists agreed with her statement and brought up a few other excellent reasons why innovation doesn't have to be technical. Check out the webinar to hear those.
- Are email marketers unable to innovate as much as other marketers because they're overworked and under-resourced?
Kath agreed that marketers are overworked but stated that technology can help with that issue. She went on to say, "What takes the most time is research, driving the case, and implementing. It's time-consuming at first, but it's a great solution if it proves to work in the long term."
- What are some email innovations for 2020/21 that excite the panelists most?
All of the panelists showed their excitement for not only the advancement of animation, but how dark mode will change the email game in 2021 and beyond.
Watch the recent discussion by the top email geeks here to learn more key tips on how to move forward in the new year of innovation.