'In the current environment, there are two things that consumers want... we can offer them things like discounts... more importantly, it's the broader customer service messaging.'

• Provide value through relevant offers and supportive content during tough times.
• Focus on building emotional connections and brand loyalty.
• Use email to communicate empathy and support to your customers.

'Reducing the clutter has to be the main takeout.'

• Use clear layouts with ample white space for better readability.
• Focus on key messages; avoid overwhelming subscribers with too much content.
• Consider accessibility needs when designing emails.

'Don't be anxious about automation, AI, chat GPT. These things are here to make us stronger, not replace us.'

• Leverage AI tools to personalize at scale and improve efficiency.
• Use automation to streamline workflows and focus on strategy.
• Stay updated on technological advancements to stay competitive.

'We need to be testing for mobile accessibility... and then other things like dark mode.'

• Ensure emails are responsive and display well on various mobile devices.
• Simplify designs for smaller screens and touch navigation.
• Regularly test emails on multiple devices and platforms.

'We actually found that... consumers do scroll down below the fold, don't they?'

• Don't cram everything at the top; design emails with engaging content throughout.
• Structure emails to encourage scrolling with compelling headlines and visuals.
• Test email length and layout to optimize for engagement.

'I think it's just about offering clarity at absolutely like every stage of the customer journey.'

• Clearly communicate what customers can expect when they sign up.
• Ensure there are no surprises in how customer data is used.
• Regularly update customers on privacy policies and data practices.

'Think about how you're using personalization, and use it wisely.'

• Be transparent about data collection and how you use personal information.
• Use personalization to enhance customer experience, not to showcase how much you know.
• Avoid overfamiliarity and irrelevant personalization that can feel intrusive.

'Where I see brand emails really failing today is when they're not thinking about, you know, if you've got it switched on, on dark mode... if it's not optimized for that.'

• Test your emails in dark mode to ensure they display correctly.
• Adjust colors and images to be compatible with dark backgrounds.
• Enhancing dark mode compatibility can improve engagement rates.

'The challenge is for marketers to be one of those best friend brands, be the brand that they remember.'

• Recognize and reward loyal customers to build stronger relationships.
• Send relevant and timely offers that meet subscribers' needs.
• Use consistent branding, including logo visibility, to increase recognition.

'Did you even know that over 50% of consumers are checking their spam boxes at least once a day.'

• Many consumers actively search for missed emails, so landing in spam isn't the end.
• Brands should monitor spam rates and encourage subscribers to whitelist their emails.
• Ensure high deliverability by maintaining good sender reputation and relevancy.