As the marketing landscape shifts (fast!), email marketing keeps rising to the top for its ownability (yes, that's a word), its results, and its chart-topping ROI.

But how do you make YOUR emails stand out when your subscribers' inboxes are packed full? You need to make your emails better... for the recipient. You earn more response when you lean into more relevant content. And that means data.

In this opening keynote, Jessica Best will teach you the four ways you can (and should!) be turning data into a marketing power player, by focusing on what your subscribers want and need. (Win for you - win for them!)

You'll learn...

• Which data impacts the bottom line, i.e., what boosts email ROI
• The four types of data you should be using to plan and execute your email campaigns
• What wins customer/prospects' attention and their hearts with the most common behavioral science ideas that email can put to use

Reaching the inbox is an ongoing challenge, no matter who your target audience is. It's no surprise then that marketers looking for deliverability advice will find a wide range of suggestions across the internet.

But most of this advice focuses on reaching consumer inboxes—not business ones. And while B2C and B2B buyers are alike in so many ways (they're all human, after all!), business email delivery is different in tangible, technical ways. The same rules don't apply.

In order to successfully reach the business inbox, marketers must navigate a different filter environment than their consumer-focused peers. Understanding this environment is a key component to crafting effective B2B marketing strategies.

During this session, deliverability expert and popular email blogger Laura Atkins explores the major differences between business and consumer filters and explains how you can adapt standard deliverability advice to your own email program and audience. Together, we'll dive into what metrics you should monitor and what they do—and don't—tell you about our deliverability. Uncover B2B-specific options and solutions to improve your overall ability to reach the inbox.

You'll learn...

• How B2B mailboxes are fundamentally different from consumer mailboxes
• How business filters work and how their actions affect key deliverability metrics
• Actionable suggestions to improve delivery reports for B2B mail
• Strategies for improving deliverability to B2B mailboxes

Great design isn't just for B2C—B2B emails need it, too.

With inbox competition fiercer than ever, standing out requires smart layouts, compelling visuals, and clear messaging. But what's working in B2B email today?

Using insights from the Annual RGE Survey on Email Trends, Logan Sandrock Baird will break down the biggest design shifts in B2B email marketing, from evolving layout best practices to accessibility must-haves. They'll showcase standout email examples, explain why they work, and highlight creative strategies that B2B marketers like you are using to engage their audiences.

You'll learn...

• Key B2B email design trends for 2025—what's emerging and what's here to stay
• Best practices for usability and accessibility to ensure your emails work for everyone
• Real-world examples of B2B emails that stand out—and how you can apply these ideas

This session is ideal for B2B marketers, designers, and content strategists looking to refine their email creation approach. We'll focus on actionable insights, not just theory, so you can start improving your emails right away.

Do people read emails anymore?

Yes! They do! But not the way you think.

Between overflowing inboxes and time-strapped readers, getting your message across requires more than just good writing. It takes a smart inbox presence, understanding how people actually read emails, and making every word an intentional choice.

Join Dayana Kibilds for this session to learn exactly how to write subject lines, optimize your links, and lay out your email copy so your message not only gets opened but acted on.

You'll learn...

• How to write good subject lines that increase open rates
• Typical email reading patterns and how to use them to your advantage
• How to appropriately use formatting and white space
• Recommendations on sentence structure and reading level
• How to use links and buttons to guarantee click-through
• A quick way to test if your email will get read

Whether you're sending marketing emails, newsletters, or important internal messages, these tactics will help you break through the noise and get the response you need.

A/B testing is more than just tweaking subject lines. It's a science that can transform your email marketing strategy.

In this hands-on session with globally recognised email marketing expert Kath Pay, you'll learn how to set up clean, statistically sound tests, select meaningful success metrics, and interpret results with confidence. We'll explore how to test everything from copy and design to frequency and layout, helping you move beyond guesswork and into data-driven decision-making.

Whether you're testing a campaign or an automation, this session will give you a step-by-step framework for improving performance with every send.

You'll learn...

• How to run clean, reliable tests, from defining a clear hypothesis to ensuring statistical significance, so your results lead to actionable insights rather than guesswork
• How to test beyond the subject line, including copy, design, frequency, and layout, and when to use A/B split testing versus multivariate testing for different types of optimizations
• How to iterate for continuous improvement, ensuring each campaign builds upon previous insights for sustained performance gains

The inbox is your audience's digital living room: you must respect their space and earn their attention. Yet how many B2B newsletters fail to earn reader trust and end up as another underperforming channel?

In this session, Sean Blanda will share 15 years of B2B newsletter learnings (yes—B2B!) from his time serving clients as Owner at Gate Check Studios as well as in-house brand and content leadership roles at Adobe, InVision, Crossbeam, and Netflix's Ramit Sethi.

You'll learn...

• How to manage internal stakeholders to protect your editorial and brand vision
• The right balance of company news and thought leadership
• The right spot for the newsletter in your marketing funnel
• How to calibrate your newsletter strategy according to your sales cycle
• The best creative approaches

You'll leave this session with a roadmap for launching—or fixing—your own B2B newsletter.

Your email list is only as good as its engagement. How well is yours engaging?

Join this session with B2B email marketing veteran Michael Barber as he explores how you can turn inactive subscribers into active participants (or gracefully show them the door).

Learn how to craft re-engagement campaigns that respect your business goals and subscribers' inboxes, set meaningful engagement metrics, and maintain a healthy email list that delivers results

You'll leave with...

• A framework for identifying the right engagement thresholds for your business (because one size definitely doesn't fit all when it comes to list health)
• Ready-to-implement templates for re-engagement campaigns that go beyond the basic "We miss you" message
• A practical guide to sunset policies that protect your deliverability without burning bridges with potential future customers

Bring your questions—we'll tackle real-world re-engagement challenges together.

Unlock the full potential of your email marketing by aligning it with the prospect lifecycle and utilizing demographic indicators.

In this session with award-winning email expert Stephanie Ristow, you'll learn to create immediate revenue impact with your email marketing programs through mapping and segmentation. Join us to map your prospect journey, identify priority email programs, and uncover the key segmentation to drive conversion in your B2B marketing funnel.

Let's uncover how to identify, segment, and scale content for prospect stages and demographic groups, ensuring your email marketing strategy is optimized and manageable for ongoing success.

You'll learn...

• How to visualize your lead flow for key milestone metrics and program selection
• How to map your email programs to specific prospect objectives
• How to identify (and leverage) the segments that matter most to your business groups
• How to generate content and reporting at scale for various programs and B2B audience segments

Effective email automation is more than just setting up workflows. It's about delivering the right message at the right time to drive meaningful conversions that benefit the business.

In this tactical, how-to session with Naomi West, we'll explore how B2B marketers like you can build and optimize automations that nurture subscribers, trigger timely emails, and scale customer communication efficiently. Learn to plan, execute, and refine your email automation efforts with efficiency and impact.

With real-world examples of what works today, you'll walk away with actionable insights to improve your marketing automation.

You'll learn

• How to design high-impact content with structured nurture sequences and trigger emails that drive engagement and move customers through their journey
• How to implement cross-team collaboration so you can gather the right data and content to create personalized, effective email flows
• How to optimize your email automation for continuous improvement, including strategies to analyze automation performance, test variations, and iterate based on data-driven insights

Performance benchmarks can be useful, but it's critical to understand their limitations.

In this session, recognised email marketing thought leader Chad White will share real-world B2B email marketing benchmarks spanning different industries and world regions.

You'll also learn

• How best to use external benchmarks, given their limitations
• How platform privacy changes are undermining the reliability of performance reporting
• How B2B marketers are over-relying on campaign-centric metrics and underusing customer-centric metrics
• How to stay focused on the metrics that are most important to your business