State of Email Live, Ep. 23: Engagement

Some email senders face a unique combination of challenges, such as serving a mixture of B2B and B2C audiences, messaging a diverse set of subscribers from all over the world, and even being thrust to the forefront of brand recognition by the pandemic. As someone who’s dealt with all these challenges (plus many more), AstraZeneca’s Craig Hood understands that even senders with great deliverability can never rest on their laurels.

On this State of Email Live, he discusses his approach to implementing a brand-new engagement strategy, starting with the importance of strong data analysis skills, the new engagement-based segments he’s defined using these insights, and the great results he’s starting to see.

Attendees will learn:

  • Why many senders still don’t use engagement-based strategies and how this affects them
  • Which data is most important for building an effective strategy
  • How engagement measurement will change as pixel tracking changes take effect
  • The crucial role Validity’s data will play in helping deal with these changes

Hosted and moderated by Guy Hanson, this webinar will also feature the latest in email data trends, presented by Rafael Viana. Join us for another info-packed hour!



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