Return Path to Host Work Lab on Email Success with Gmail at dmexco

Posted by Nina Bosanko 

There are lots of superlatives when it comes to dmexco. The industry’s top event in the year. More than 50,000 visitors and over 1,000 exhibitors expected. 250 hour long program with over 570 top international speakers like this year’s Sheryl Sandberg (COO Facebook), Marc Pritchard (CBO Procter & Gamble) and Alison Lewis (Global CMO Johnson & Johnson), providing more than enough reason to make the trip to Cologne, Germany in mid-September every year.

We at Return Path have our own superlatives when it comes to dmexco. A truly international event, one where our email experts from the US, London, and Hamburg offices come together to answer the most difficult email questions. An event where exciting news can be shared, relationships fostered, and the foundations of new business success established. We are looking forward to welcoming you at this year’s event at our stand in hall 6, C083.

Our highlight in 2017, however, is the Work Lab—Successful with Email = Successful with Gmail? which will be hosted by our own Guy Hanson, Senior Director Professional Services, and Sebastian Kluth, Email Strategist.

Outside Germany, Gmail has always been a force an email marketer had to tackle. Now Gmail is becoming increasingly important for German email senders, too. Being used to operating in an environment that used to be dominated by traditional, local mailbox providers, their main focus so far has been on factors such as infrastructure, content filtering, etc. With Gmail putting a strong emphasis on subscriber engagement, Germany’s e-marketers will have to adapt to a new mindset.

Many might be surprised to learn that Gmail today is already the second largest provider in the region, and one especially important for tomorrow’s business success as 70 percent of millennials have chosen Gmail addresses. This makes success at Gmail the new ‘must reach’ objective.

But easier said than done as Gmail’s email filtering practices are like their search algorithm—a secret to all and a mystery to many. In practice, it means accessing new data points which today are not yet part of local sender’s email practice. Return Path’s email experts will take attendees of the work lab through these facts and facilitate the discussion around high email performance to Gmail subscribers. Before the session, ask us your toughest Gmail questions in the comment box provided by dmexco.

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About Nina Bosanko

With 20 years' of experience in B2B technology marketing, Nina is passionate about delivering informed marketing strategy. Conscientious and committed by nature, Nina has strong project management and leadership skills with creative communications abilities, and strives to deliver excellent results through the marketing mix.

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