No matter what publishers are pivoting to, one channel has remained constant: email. With no algorithms to worry about and a track record of converting readers to paying customers, publishers have long recognized its value and know they need to master it. But between GDPR, increased inbox competition and advertising headaches, email today is not for the faint of heart.
At Digiday Hot Topic: Email for Publishers, we’ll go deep on everything publishers need to know in order to wring the most value out of this important channel. Join us to dive into audience development, building great newsletter products, revenue generation and partnering with advertisers and leave armed with everything you need to maximize your email strategy.
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Monday, October 7
8:45 a.m.Registration Open & Breakfast Served
9:15 a.m.Opening Remarks & State of the Industry
9:25 a.m.The Digiday Challenge Board
9:35 a.m.Something Special for Publishers
Any publisher that’s considering consumer revenue has had to consider where email fits into the equation. Should subscribers get exclusive content every week? Should email just be a way to re-engage people? Hear participants explain how they balance competing priorities in getting into inboxes.
10:00 a.m.Email Subscription Data: From Exposure to Retention
As media companies focus increasingly on driving user engagement and reader revenue, understanding the funnel is essential. Learn the best practices that impact success and improve performance.
10:20 a.m.Sponsor Session
10:35 a.m.The Commerce Publisher of the Future
Commerce has grown from incremental curiosity to stable revenue source for many publishers. But as more publishers pile in, a certain sameness has started to manifest. What does the commerce publisher of the future look like? How many commerce emails can flood the field?
11:00 a.m.Networking Break
11:15 a.m.Analyzing Churn to Stay on Target
Churn is inevitable. But, how can you take those lessons learned and move forward? Hear from one media exec as they walk us through how they analyze their churn data, whether it be transparent or opaque, and how they were able to better target their existing list.
11:35 a.m.How to Work with Legislation
While GDPR threw a wrench in list sharing, and what about the California Consumer Privacy Act? This session will take a look at how publishers are looking at privacy and transparency along with their tactics to work around and with these pieces of legislation
12:00 p.m.Lunch Served
12:45 p.m.What’s the Deal with Measurement?
From open-rates to clicks, there are a multitude of ways to measure the success of an email campaign or newsletter. Hear how on publisher combines these various KPIs to truly understand how to accurately measure and improve performance.
1:05 a.m.Sponsor Session
1:20 p.m.The Dirty Secrets of Growth Hacking
List sharing, collecting emails anywhere possible, retargeting -- there’s always a way to hack email marketing growth. But are the rewards worth the risks?
1:40 p.m.Town Hall
2:25 p.m.Networking Break
2:40 a.m.How to Keep Content Fresh
After weeks of the same format, similar content and a stagnant listserv, how are publications keeping their newsletters fresh? One contributor will walk us through the process of changing up your formatting to keep readers clicking.
3:00 p.m.Getting Everybody Rowing
Many publishers have marketing resources scattered across different parts of their organization. All of them can -- and should -- be helping drive email subscriber growth. But how do you get them organized and working together?
3:20 p.m.The Balance Between Churn, Retention and Growth
Keeping your readers engaged is just as important as understanding why they have unsubscribed. But how do you keep that balanced? Audience development is a huge player in this game, so hear from on exec on how they keep this at the forefront of their marketing.
3:45 p.m.5 Things We've Learned
Great insights from some of the industry's smartest minds who are doing the hard work of trying to innovate and navigate this rapidly changing business.
— Director, Business Intelligence, CBS Interactive
Very well organized event with knowledgable and engaging speakers.
— Digital Ad Ops Manager, ESPN
Extremely valuable to hear the challenges that others have experienced. Great insight to hopefully avoid similar pitfalls.
— Senior Director, Subscription Services, AccuWeather
New York, New York 10022
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