{"id":86728,"date":"2023-12-18T10:00:00","date_gmt":"2023-12-18T15:00:00","guid":{"rendered":"https:\/\/www.litmus.com\/?p=86728"},"modified":"2023-12-21T10:36:46","modified_gmt":"2023-12-21T15:36:46","slug":"top-email-conference-takeaways","status":"publish","type":"post","link":"https:\/\/www.litmus.com\/blog\/top-email-conference-takeaways","title":{"rendered":"Top Email Conference Takeaways to Implement in 2024"},"content":{"rendered":"\n\n\t
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With so many conferences to choose from throughout the year, it\u2019s challenging to prioritize which ones to attend and which to sit out on (and feel FOMO \ud83d\ude2d) while patiently waiting for recordings and recaps.<\/span><\/p>\n

If you didn\u2019t get a chance to join one this year\u2014or you attended <\/span>so<\/span><\/i> many and need a refresher on what you learned\u2014read on! The Litmus Team divided and conquered a fair amount of conferences this year (<\/span>including our own<\/span><\/a>) and did a round-up of our favorite takeaways and how to incorporate them into your 2024 email marketing strategy.<\/span><\/p>\n

1. AI is extraordinary, but how do we use it for email?<\/span><\/h2>\n

A hot topic in 2022, and an <\/span>even hotter<\/span><\/i> topic in 2023. (We can only assume 2024 will be nuclear!) Although AI isn\u2019t new, the release of <\/span>DALL-E 2<\/span><\/a> and <\/span>ChatGPT<\/span><\/a> began to rise in popularity in 2022 across our personal and professional lives.<\/span><\/p>\n

This year was no different. We saw AI take every industry by storm, which left us email marketers scratching our heads on how to best use it for email. (Still puzzled by AI? Learn about the <\/span>4 types of AI<\/span><\/a> and the most-used AI platforms marketers use.)\u00a0<\/span><\/p>\n

So, how is everyone using AI? Some are using it to brainstorm their email content strategy. Others are creating alternative subject lines, preview text, and body copy against their tried and true email control versions (with modifications, of course). Like <\/span>Leah Miranda<\/span><\/a> said during the <\/span>\u201cExploring the Impact of AI on Email Marketing\u201d panel<\/span><\/a> at Litmus Live 2023, \u201cGenerative AI gets you 80-90% of the way there.\u201d The rest is up to you\u2014including revising your query results to avoid any inaccurate statements and make it sound more like your brand voice.<\/span><\/p>\n

However, there might be times when you want to use Generative AI verbatim, such as summarizing product reviews. In these scenarios, transparency is key! If you used AI to create content for you, announce it to your audience so they\u2019re aware.<\/span><\/p>\n

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Source: Amazon<\/a><\/figcaption><\/figure>\n

Teams of all sizes are also leaning on AI for help with email segmentation, automating tedious tasks, or <\/span>simplifying their email workflows<\/span><\/a>. The options are endless, but many email marketers were rolling up their sleeves and experimenting with how to incorporate AI in their workflow to brainstorm and alleviate some of the heavy lifting.<\/span><\/p>\n

\u201cDon\u2019t do a presentation on AI because you kind of have to scrap it and start over.\u201d \u2014 Matthew Dunn<\/a>, Email Innovations Summit<\/em><\/strong><\/h4>\n

Although Matthew was joking, there was some truth because AI is constantly evolving, and there\u2019s still much to learn. While AI regulations have yet to be established, our team has put together our <\/span>recommended guiding principles<\/span><\/a> on how to best use AI in email, such as <\/span>vetting your vendors<\/span><\/a> or regularly checking your results for bias and discrimination.<\/span><\/p>\n

2. Zero and first-party data are your keys to hyper-personalization (and list hygiene)<\/span><\/h2>\n

Let\u2019s set some things straight since these terms are often tossed around in the email world. You might wonder, \u201cWhat\u2019s the <\/span>difference between zero-party and first-party data<\/span><\/a>? Are there any others?\u201d Worry not, email friend\u2014we\u2019ve got you covered.<\/span><\/b><\/p>\n