Event Report from Emailing 2020 Conference in Prague
Alexander Zeh, Engineering Manager at the Certified Senders Alliance (CSA) attended Emailing 2020 in Prague on 4 October 2018. This was the third edition of the conference. The conference is targeted at marketers and agencies, rather than ESPs. Although it is still a young event, the quality of the content was impressive. Alexander Zeh has attended the inaugural conference three years ago, and was back there to present for the first time in 2018.
Zeh gave a joint presentation with David Finger from Seznam (the largest mailbox provider in the Czech Republic). The topic of their session way “Keep Calm and Push Send”, dealing with technical deliverability best practices and tips. The Q&A session after the presentation included a range of questions specifically related to deliverability at Seznan, and what senders need to do to get delivered. Another area of interest for the participants was the value of a CSA certification.
The Certified Senders Alliance is a whitelisting project with the goal of increasing the quality of commercial e-mails (e.g. newsletters, invoices, order confirmations, etc.). To achieve this, the CSA establishes legal and technical quality standards, and certifies senders (brands, agencies and email service providers) who meet the high standards required. As Alexander Zeh explained to the participants, this leads to increased deliverability, because participating mailbox providers either do not apply their spam filtering to emails sent by certified senders, or they use the whitelist as a positive indicator.
Other topics at the Emailing 2020 conference included email design and templates, and artificial intelligence – on the latter topic, there was a presentation of research into the impact of AI-generated subject lines on email open and click rates.