Live from London, UK
About: Guy Hanson
A highly respected digital marketing professional and data storyteller, Guy has now worked in email for almost 2 decades. He is a passionate advocate for the intelligent use of customer data to drive responsive programs, and he’s fed this passion over the years to become a leading email expert.
Email Politics - Learnings for Marketers from the UK Elections!
Although the big spend goes on social, email plays a vital role in nationals, often getting over voters’ doorsteps when canvassers failed! During the UK’s recent election, Guy carried out a detailed analysis of the political parties’ email programs. He’ll share his observations around what they did well (and less well!), and how senders can apply these learnings to their marketing programs!
1) It’s vital to make signing up a great experience (you never get a second chance to make a great first impression!); 2) The importance of infrastructure (data, authentication & deliverability may not be sexy, but your program will fall at the first hurdle if you’re not doing them right!); 3) Tone of voice and subscriber engagement provide important clues around voting intentions (and the same applies in the world of marketing to their purchasing intentions!).