INDICATIVE ONLY: Schedule subject to confirmation The Inbox Expo Agenda

We are still finalising the schedule for the events over the two days. Session descriptions and titles may be working titles and subject to change. All timings are subject to update. Final speaker lineup and members of round tables still being finalised with more international speakers still being confirmed.

brought to you by Mapp

emailexpert is forever grateful for the support of Mapp at the Inaugural London Inbox Expo. Without their early support this event would not have been possible.

Mapp provides insight-led customer engagement. Their platform, Mapp Cloud, allows companies to easily gain data-driven customer insights across all channels that can be used to trigger highly personalised marketing.

Customers benefit from AI-supported forecasting that enables targeted and self-optimising cross-channel campaigns. With advanced 121 personalisation, the highest levels of engagement and customer loyalty are achieved.

8.20 - 8:35


Arrive early mingle with other attendee’s enjoy a coffee, breakfast and pastries before the show begins. Special diets catered for.

8:30 - 8:50

Breakfast: Sponsored by Pure360


Ricardas Montvila

Welcome from Mapp and opening

Inbox Expo – a conference celebrating diversity and accessibility in email marketing.

8:55 - 9:30

Paul Airy

Email for All

In this first email summit celebrating diversity and accessibility, Paul, in his opening keynote, will tell how making email for all became his passion, right from the very start of his email career, and how this, eventually, led to his work on, and the advocation of, accessibility in email. He’ll outline what he means by making email for all, why we need to make email for all, and how we can go about making email for all.

9:30 - 9:55

April Mullen

Measurement Myopia is Eroding Email's Potential

It's no secret among email geeks that email dominates when it comes to driving a powerful return on investment. Are we limiting its potential, though, by viewing success through a narrow lens? April Mullen of SparkPost will share thought-provoking ideas on how we can better tell the email success story.

9:55 - 10:30

Ricardas Montvila

How Customer Insights and Analytics Will Improve Your Marketing Results

Over half of marketers say their companies base at least half of their regular business decisions on gut feel or experience rather than data and information. But this trend is changing rapidly - brands are looking to spend much more on analytics in the next three years. In order to provide relevant and highly personalised marketing, companies need to concentrate on insight-led customer engagement.
However, calculating the ROI of a customer insights and analytics implementation is still difficult. That is why the success of a customer insights initiative is heavily dependent on having the right strategy in place and making sure that you are not trying to optimise too many things at the same time.
Ric will outline the variety of insights that any marketing organisation should have at their disposal and how these should form a part of a brand’s marketing performance optimisation strategy.

10:30 - 10:50

Refreshments sponsored by Mapp

10:50 - 11:20

Kait Creamer

Using Emotional Intelligence to Achieve Email Zen

Email geeks work hard to be the experts in our field, so it can be frustrating to feel torn between serving internal leadership versus what subscribers want. But when we increase our emotional intelligence, we can effectively serve both, streamline our own workflows, and feel really good about it throughout the process. I’ll cover tactics like listening to understand, giving before you get, and using data to support or challenge a perspective so we can help people become more effective in their work and relationships.

11:20 - 11:45

Christopher Marriott

What Changes in the Email Vendor Landscape 2020 Mean to You

Changes in the email vendor landscape are continuing at an unprecedented rate. Established ESPs are getting bought, sold, or shut down every other day. New, specialized ESPs are being launched or re-launched. Email agencies are playing a larger role, and are themselves going through waves of acquisition. Never has the marketplace for vendors appeared so confusing for brands in the market for a new ESP partner. In this session we will explore these changes, what they mean for brands, and how to determine the best path for your company.

11:45 - 12:15

Jen Capstraw

Humanization is the New Personalization

Relevance is the key to engagement, but brands that really stand out are taking their personalization game to an entirely new level. The hot new trend in marketing strategy? Good, old-fashioned respect and kindness.

Marketing from the heart has become a central tenant of digital marketing strategies. Does your email marketing pass muster? In this session, Jen Capstraw will:

  • Explain how dignity and morality have become central to driving customer engagement
  • Showcase exceptional examples of empathy in action
  • Identify common tactics and tricks that are past their prime and ready for retirement

12:15 - 12:25

Antonis Gkekas

Data Segmentation in The Digital Age

Ways of segmenting your data
Customer/ User Journeys
Personalisation using your data

12:25 - 13:15

Standing Networking Lunch sponsored by Mapp

13:15 - 13:40

Jennifer Cannon

The Periodic Table of Email Optimization

A seemingly infinite combination of variables will make or break your brand's email marketing. Email optimization and deliverability go hand-in-hand when it comes to sending emails, and that’s why we've created the very first resource for marketing professionals that encompasses the elements of both.

From infrastructure requirements to email design and emerging technologies, Martech Today Senior Editor Jennifer Cannon will discuss the Periodic Table of Email Optimization and Deliverability is a comprehensive new resource designed to guide you through the different elements required to keep your emails out of the spam folder, in the inbox and mostly importantly, driving ROI!


Komal Helyer

Industry Leaders Panel: The Secrets to Success


14:10 - 14:40

Shmuel Herschberg

How to Increase Engagement by 29%

In this session, email marketing veteran Shmuel Herschberg will explore some simple hacks and split tests you can implement right away. The speaker will share personal success stories that he has tried and tested with his clients to achieve the best results, and reveal secrets that have helped him improve engagement by 29%.

Join us as you will learn key insights and get actionable takeaways to maximize your email marketing efforts. A session you do not want to miss!

14:40 - 15:05

Melanie Kinney

The (black) list that must not be named

Blacklisted.The word alone is ominous and intimidating.

Who does that even happen to? It’s probably companies who are batch and blasting their lists 4, 5, 6 times a week. Companies that buy lists or send emails that are all images. Faulty links, fake senders.

It’s never going to happen to you.. and then it does.

I was part of a brand that got blacklisted last year and I had no idea what to do. During my talk, I would discuss what it means to be blacklisted, what we did when it happened, and what we learned to avoid it happening again.

15:05 - 15:25

Tim Watson

Customer Driven Optimization

Stop guessing what to test and learn how your customers can tell you what to test. This moves testing from blind functional testing to truly optimizing what’s important to customers - where bigger gains are made. I’ll show you how with a real success story to illustrate.

15:25 - 15:55

Steve Shaw

From start-up to grown-up

Discover how dotmailer (now known as dotdigital Engagement Cloud) did an audit on itself to reboot its deliverability strategy from the ground up! A rare insight into what it really takes push through growing pains and go from a London based start-up email service provider to grown-up global customer engagement platform.

15:55 - 16:15

Afternoon Tea

16:15 - 16:55

Dennis Dayman


Riaz Kanani


Jerry Darko

Industry Leader Panel: Future of Tech

What is the future role of technology in relationship marketing in a world increasingly focused on concerns about privacy, choice and accessibility?

Get a 360° view of the industry from senior global marketing professionals at the coal face, privacy and security leaders and institutional investors.

Discuss trends in the digital marketing landscape and what role marketing technology has to play in conquering the challenges of a shifting marketing landscape.

16:55 - 17:25

Guy Hanson

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!

17:25 - 17:50

Kath Pay

0% to 100% in Gmail? Yes, It Happened, and Here's How!

Be warned, the following sentence can spike fear in even the hardiest and most experienced email marketer: “Our Gmail deliverability is down!”.

Those of us who have been in this situation know that deliverability is an art, but it often has been thought of as being a mystical art. Happy to say, you do not need to become a mystic or a magician to have good deliverability – just some solid know-how and a lot of common sense.

17:50 - 18:05

Tonya Gordon

Demystifying the Microsoft Mitigation Process

Microsoft often provides little feedback to aid in the mitigation process.  We will discuss some tips to assist in this process.

8:30 - 9:00


9:00 - 9:15

Komal Helyer


Welcome & 5 Minute ice breaker

9:15 - 10:10 AM

Komal Helyer

Smart Planning and Objective setting

Many marketers forget the essentials before embarking on campaigns and that is objective setting aligned to business goals. Ensure your email marketing strategy is crucial to achieving your business goals. Get heard in the boardroom!

10:15 - 11:10

Kate Barrett

Growing your audience

11:10 - 11:30


11:30 - 12:30

Tali Hasanov

5 Blocks to Email Marketing Automation Greatness

Email marketing has become an extremely powerful tool when it comes to nurturing leads, promoting consistent engagement, building customer relationships and driving lead conversions. To achieve desirable results, a brand needs to have a well thought out strategy. Failing to do so will lead to its email marketing efforts slipping through the cracks and getting lost in the sea of unread emails. This is why it is extremely important to define buyer’s persona.

12:35 - 13:10

Jennifer Cannon

Using psychology to drive consumer behaviour

13:10 - 14:00



Roland Pokornyik


Patricia Blesa

Accessibility in Email

According to Litmus, 77% of marketers say email accessibility is a priority for their brand, but only 8% follow accessibility best practices. Our goal with this workshop is to help attendees understand:
- Why does email accessibility matter?
- The copywriting, design, and coding aspects of accessibility
- What tools to use to be able to make your emails more accessible

You will end up leaving the workshop energized and ready to make a paradigm shift be prepared with clear reasoning why your company and/or clients should care and a thorough checklist with all the important aspects of email accessibility.

15:10 - 16:10

Matthew Vernhout

Metrics & Analysis

8:30 - 8:55

Registration, Breakfast & Networking

9:00 - 9:30

Kate Barrett

Putting the customer at the heart of everything that you do in all ways, always

Since the first email was sent in 1971 by Ray Thomlinson, as marketers our world has changed enormously. From batch and blast to a more personalised, one-to-one experience, what our subscribers want and DEMAND from us is getting more sophisticated.

Putting the customer at the heart of everything that you do in all ways, always, is paramount.

Join Kate Barrett for this session and discover

– Why you need to truly understand who your subscribers are, what they need and when, in order to increase your email marketing results

– How you can successfully do this as well as utilise advances in technology to enhance the experience

– Why testing is critical to this process, and how you can ensure you perform tests that actually get result

9:30 - 9:45

G.B. Heidarsson

The Multiplier Effect of Lower Funnel Optimization

Email has the remarkable benefit of driving a huge return on investment for companies. There’s a missed opportunity, though, that could accelerate this ROI even more.

The focus for optimization is typically deeper down the email conversion funnel--segmentation, creative, content, products shown, offers, etc. Because each micro-conversion in the funnel is a place where recipients can disengage and fall out of the funnel, the lower layers of the funnel have the biggest impact.

It is these lower layers that are most often neglected when it comes to optimization, though. Join G.B. Heidarsson General Manager at SparkPost, as he gives a short history lesson on email, shares a client case and why now is the time to focus on optimization at the base of the funnel to generate a huge impact to your overall revenue.

The good news is that the recommendations are much easier to implement than optimizations further down the funnel.

09:45 - 10:15

Robert Temple



The Email Marketing Show


10:15 - 10:35

David Hyslop


Greg Magid

How to boost acquisition and retention with highly personalised video’s


10:55 - 11:25

Refreshments & Networking

11:25 - 12:45

Mia Papanicolaou

Truly Transaction: Details TBC

12:45 - 13:35

Lunch Break

13:35 - 13:55

Tonya Gordon

Gmail Reputation Landscape

Gmail has become a common issue for many senders.  We will discuss the Gmail Reputation Landscape as well as important tips to aid in warming up new IPs.

13:55 - 14:20

Matthew Vernhout


Zak Meftah

Industry Leaders Panel: Deliverability Matters!


14:20- 14:35

Tamara Bond

Real ESPs vs the Great Pretenders

Drag and drop campaign editors, machine learning for product recommendations, complex integrations and advanced automations – there are many shiny features which differentiate email service providers. But what about the core functionality of actually getting emails delivered to the mailbox providers? What are the differences between ESPs who operate their own sending infrastructure and those who send using a third party – and, more importantly, is one better than the other? With over 8 years’ experience in delivery engineering, Tamara Bond (Delivery Operations Manager for dotdigital) discusses her hot take.

14:30 - 14:50

Jon May (M IDM)

How email marketing can thrive in regulated markets

Email marketing for regulated markets, such as insurance and finance pose an additional challenge - but how much of regulation is just good practice? Key takeaways: 1. Attendees will understand the impact of regulation and how it protects consumers from bad practices 2. How good practice is turning into regulation - and why that's a good thing 3. A thought experiment to see if your own email programs would need changing if your market suddenly became regulated

14:50 - 15:15

David Fowler


Zak Meftah

Industry Leaders Panel: TBC

The evolution of the data market, pertinent issues facing the market, regulatory frameworks and business requirements facing marketers

15:15 - 15:30

Jakub Olexa

Email engagement! But is it? Really?

The core metrics for engagement used by marketers are open rates and click rates, but can you really trust these metrics? Welcome to the world of growing number of Non-human interactions with email. The current metrics are becoming less and less accurate and a we need to take a step back and take a good look at what engagement is.

15:30 - 15:45

Tanya Plaza

How better use of sub domains can help you inbox


15:45 - 16:10

Kath Pay

Innovate your mindset and reimagine your marketing

We all know that email marketing is a strong channel that delivers excellent results – but let’s face it, it’s very easy to take it for granted and run our email marketing programs on auto-pilot. Kath will have you questioning the email marketing practices that you have always accepted and more importantly equip you with a desire to ask “Why”. Designed to help you to innovate a new marketing mindset for yourself, you’ll leave seeing your email marketing program through a new perspective.

16:10 - 16:55

Chris Donald

Your Cart Abandonment Program is Broken, here's how to fix it.

We'll discuss the need for a more robust cart abandon process as the standard 3-message program fails on many fronts for most e-commerce companies. Do you run 24-hour sales? Then you are cart program most likely doesn't take that into account. Do you sell large ticket items or have average cart prices over $400, then a standard 3-message program is losing revenue as with larger purchases people take more time to review and decide.

16:55 - 17:10

Refreshments sponsored by emailexpert

17:10 - 17:30

Mark Ash


Jennifer Cannon


Chris Donald

Industry Leaders Panel: The Role of Email in eCommerce

Where is eCommerce headed in the next 10 years. Who will be the big losers and winners and why? What role will email have to play?

17:30 - 17:55

Elliot Ross

A more thoughtful approach to email design



Invitation Only: SV Funding Unwrapped

An invite only event in the board room. Strictly limited places for founders of HG tech startups, C suite and Board of established marcom platforms.

Chatham House Rule in effect 

10:30 - 11:30

Florian Vierke

How to Build Trust in Your Email Marketing with BIMI

Brand Indicators for Message Identification (BIMI) is a new and completely free way for brands to build trust in their email marketing. BIMI proves brand authenticity by featuring a logo integrated into every email and displayed in the receiver’s inbox. This security feature also provides a novel opportunity to build brand visibility. Launched in Mar 2018, BIMI is expected to become a new standard in authentication. Florian Vierke will outline how to implement BIMI, the obstacles to be overcome, the technical requirements, and the outcomes to be expected.

11:40 - 12:50

Jay Oram

Getting down and dirty with Interactive Email Coding

From adding hover effects and progressively enhancing your emails with css animation, creating reusable interactive elements such as sliders to getting you all you need to create bespoke one off modules like games and much more. A session that will take you through setting up your HTML file for interactivity to giving you the tools to create anything you can think off!

12:50 - 13:45


13:45 - 14:45

Filip Stanis

AMP for Email Workshop

Filip will going into the details of each component required to build fully functional survey embedded with in your email campaigns.


Invitation Only: Deliverability Professionals

A select group of deliverability professionals meet to discuss the needs of individuals in our industry.
Strictly by invite only.

Chatham House Rule in Effect