It feels a little like the day after Christmas in our UK offices this afternoon.
Not because we’ve been overindulging in leftover Christmas pudding in October, but because yesterday was the biggest EMEA event of the Adestra year: our Email Summit. From digital design strategy to personalization workshops, interactive panels, and industry experts discussing GDPR, this exclusive event brought together over 300 of our most valued clients and enabled them to exchange insights with like-minded marketers.
Building better emails
This year’s venue was RIBA, the headquarters of the Royal Institute of British Architects, situated just off London’s Regent’s Park. An impressive art deco building (naturally) with sweeping staircases and stylish break-out areas, it was the perfect location for welcoming our clients and discussing innovative ways to create beautiful emails with a rigorous strategy behind them.
Our MD, Henry Smith, opened proceedings with a welcoming speech, before handing over to our fantastic line-up of guest speakers. 2018 will bring with it a great deal of change in an already fast-paced industry, and our speakers’ presentations reflected the need for marketers to remain agile in their strategizing: Rosemary Smith (Director, Opt-4) provided practical ideas on maintaining compliance under GDPR, whilst Seán Donnelly (Senior Analyst, Econsultancy) talked us through the latest marketing landscape trends.
Dr Dave Chaffey (co-CEO and co-founder, Smart Insights) discussed our Improving Engagement in 2018 report, produced in collaboration with Smart Insights, and summit attendees were able to get their hands on the first few published copies ahead of our formal launch later this month. Meanwhile, our own Rob Pellow (Head of Digital Design) and Suzy Carter-Kent (Customer Success Manager) were on hand to demonstrate how brands need to move beyond functional emails and create innovative, engaging content that really stands out in the inbox.
We weren’t the only ones speaking, either. At Adestra, we believe that the people who are best placed to talk about the benefits of email are our clients themselves, and every year we invite successful individuals to host our Summit’s ‘basecamps’ – hour-long sessions covering fundamental aspects of email strategy. Josh from Parkinson’s UK covered automation, Bill from Last Word Media illustrated the impact of personalization, Mark from Wolseley shared how his team used our partner integration, and Elisabeth from MyOptique Group demonstrated how optimization was a key factor in transforming customer acquisition and ROI.
Like all good hiking expeditions, our Summit ended with a few drinks and a chat about what we’d covered that day. Our main speakers all joined VP Marketing Insights Ryan Phelan on the Adestra sofa for a final panel discussion and a Q&A session from our clients, whilst RIBA laid out plenty of refreshments in the spacious Florence Hall for all to enjoy. We loved seeing clients and platform users of all backgrounds spilling out onto the terrace to talk marketing strategy, full of inspiration to take back to their teams the following morning.
Each year, our Summit has been a fantastic opportunity to get to know our clients even better whilst introducing you to the creative minds behind our brand, and yesterday was no exception. Great technology needs great people in order to succeed, both within Adestra’s offices and in those of our clients and partners worldwide – we’d like to thank you all so much for coming, and look forward to seeing what our 2018 Summit brings!