Mobile, Google and content: Hot topics from the Email Insider Summit

The Email Insider Summit is a unique event where large enterprise brands and email marketing vendors and veterans caucus for three days on the state of email marketing. The event, hosted in beautiful Park City, Utah, is structured to offer all attendees a balanced, functional mix of high-level sessions and networking functions. As the Premier Sponsor of the summit we had the opportunity to engage in meaningful conversations about our industry and how to advance it with folks from brands including AstraZeneca, Live Nation, Scholastic, Marriott, Bloomingdale’s, American Airlines, Capital One and Victoria’s Secret. While content and engagement was strong across the board, three topics in particular sparked discussion.

  • Mobile Email. There were several sessions that addressed mobile email marketing and the need to design email HTML for mobile devices. Email marketers are very aware of the power of mobile and the need to ensure their marketing emails are mobile-friendly. Similar conversations focused on device-dynamic content, mobile device optimization and attribution and mobile-first email strategies.
  • The Google Giant. Also a burning topic was the recent changes from Google, especially Gmail Tabs. While some email marketers continue digging their heels in on the change, and rightly express caution around Google’s maneuvering to financially control access to data from Gmail and the search engine. Others encouraged email marketers to accept reality and focus on strategies that enable them to leverage the Promotions tab in Gmail. (You can read more on Gmail Tabs in my colleague’s recent blog post, The Truth About Gmail Tabs.)
  • Content is Still King. The third hot topic was content, with sessions focused on creating engaging email marketing messages and email’s role in building brands. While content marketing is not a new concept, it has gained incredible steam with brands and marketers in recent years. Marketers today need to become stronger storytellers and focus on adding value for email subscribers.

Did you attend Media Post’s Email Insider Summit? Share your highlights in the comments below.