09:30

WELCOME

40 Years of Email in Germany – 20 Years of CSA

Julia Janssen-Holldiek – Director, Certified Senders Alliance
Prof. Michael Rotert – Honorary President, eco Association of the Internet Industry

We’re looking back at 10:14 a.m. on 3rd August 1984 ; the time when the Internet pioneer Professor Michael Rotert received the first email in Germany. What a successful journey the email has taken from there! Alongside this success, however, challenges such as Abuse and Spam also arose. The CSA was born as a neutral entity in order to create a safe space for legitimate emails: Where did we start, where are we right now and what can we expect in the future? Welcome to the CSA Summit 2024!

10:15

KEYNOTE

Trust Fuels the Future of Email as we enter the Age of AI and Assistants

Alex Charles – CPO, 1&1 Mail & Media Applications SE (WEB.DE | GMX | mail.com)

Email has remained one of the rare constants in a rapidly changing digital landscape. Private email has shifted from person-to-person-conversations towards business-to-consumer transactions and promotions. But the email experience has remained otherwise more or less unchanged. To continue to thrive and remain just as relevant for the next 50 years, email needs to embrace change and innovation. The keynote will explore the opportunities, but also the risks in the future. It’s time to take the chance provided by technology to discuss how the industry can work together to shape the next era of email.

11:15

TALK

Post-Mortem on Open Rates

Raymond Dijkxhoorn – Chief Executive Officer, SURBL
Jakub Olexa – Founder & CEO, Omnivery

Open-rates have been steadily climbing over the past couple of years and so did click-rates. In some cases these numbers are nearly off-the-charts. There is more than a trend behind these numbers – it’s the steady increase in Non-Human Interactions. Learn why it’s important to understand these trends and the forces behind them to help you clean up your data, fix your automations and focus on proper KPIs.

11:45

TALK

Enhanced Feedback Loops

Jan-Philipp Benecke – Deliverability Engineer, CleverReach GmbH & Co. KG
Tobias Knecht – Founder & CEO, Abusix, Inc.

Feedbackloops are fundamental for good sender/receiver relationships and data exchange. The past 12 months brought a few disappointing but even more exciting news regarding feedbackloops. The session will quickly cover the news and dive deeper into the newly published CFBL header RFC (RFC-9477) and how senders can improve their collection of feedbackloops as well as how receivers of all sizes can easily offer them. 

12:15

TALK

Scoring with Trust: How Innovation and Quality Shape Bundesliga’s B2B2C Marketing

Dennis Galejski – Head of Product Management, DFL Deutsche Fußball Liga GmbH
Bjoern Koester – Founder & Chief Executive Officer, Webstrategy GmbH

DFL Deutsche Fußball Liga GmbH – the organising body of German professional football – and its subsidiaries consistently provide more than 70 international media partners with an ever-evolving International Product Portfolio comprising a wide variety of products, services and innovations to ensure state-of-the art Bundesliga and Bundesliga 2 coverage world-wide. More than 50 different products allow every media partner to cater to the specific preferences of its audience and communicating these products to stakeholders is a key activity of DFL. But what are the communication strategies of football’s innovation leader in the challenging B2B and B2B2C environment? How does the DFL make sure it lives up to its own uncompromising quality standards? What has trust to do with it? And how does the Bundesliga keep its visual graphics not only appealing, unique and coherent but also consistent between its platforms?

13:45

Lightning Talk

From Blind Trust to Brilliance

Janine Hummel – Director CRM & E-Mail Marketing, Front Row Germany

In our industry, it’s common for marketing and CRM teams to heavily rely on Email Service Providers (ESP) and IT departments for email deliverability. However, this dependence, often without a deep understanding of the underlying processes, can have far-reaching consequences. The implications of this “blind trust” are significant, impacting brand reputation, customer trust, and the overall effectiveness of marketing campaigns. It’s a subtle yet potent challenge at the heart of our digital communication strategies. This session aims to shift the focus from highlighting risks to empowering email marketers with knowledge. It’s crucial for us in the marketing field to develop a general understanding of email deliverability. By stepping beyond dependency and embracing a foundational grasp of the mechanics behind our campaigns, we can foster a more collaborative and informed approach, enhancing both the control and impact of our marketing efforts.

14:00

Lightning Talk

How CSA Complaint Monitoring Foiled a Bot Attack

Sarra Papadopoulou – Senior Deliverability Manager, Sitecore

Join me on a wild ride spilling the beans on how CSA superhero complaint monitoring saved the day! In this session, “Defending Subscription Forms: The Power of CSA Complaint Monitoring Unveiled” I will break down how this awesome techy platform helped sitecore to identify bot attacks on our clients subscription forms – preventing major damage. The chaos of the online world. Spoiler alert: it involves a lot of bots trying to crash the subscription party! Discover the simple yet powerful magic that kept our client’s subscriptions safe and sound. Because who knew complaint monitoring could be this cool? 😎

14:15

Lightning Talk

The Basics of a Data-Driven Performance Plan

Kevin Steba – CEO & Co-Founder, SEINō

Optimizing resources and budget is key to success. Find out how a performance plan can help you request internal resources strategically. Learn to communicate your numbers clearly using a KPI Framework. Simplify your approach to data-driven performance planning and elevate your business strategy.

14:30

Lightning Talk

Decoding Email UX: The Science of User Attention

Gabriel Gastaud – Founder, Viaretina

Explore the key elements influencing user attention in emails in this brief but insightful talk. It offers a primer on how cognitive insights enhance email UX, leading to engaging, accessible designs, paving the way for the deeper exploration in the masterclass.

14:45

TALK

Good and Bad Practices Seen by Anti-Spam and Mailbox Providers and Which to Follow

Axelle Allouch – Head of Anti-Abuse, Orange
Stéphane Decamps – Head of Anti-Abuse & Public Relations, Vade

We’ll focus on our recent work against bad practices, particularly the affiliate snowshoe marketing campaign.

16:15

PANEL

Domain Reputation as the Future Anchor of Trust

Arne Allisat – Head of Product Management Platform Services, 1&1 (GMX | WEB.DE | mail.com)
Marcel Becker – Sr. Director Product Management, Yahoo
Seth Charles – Senior Director, Delivery Operations, Iterable
Sebastian Kluth – Teamlead CSA Tech, Certified Senders Alliance
Petra Maelzer – Director Commercial Strategy, Inxmail GmbH

We know that trust plays a key role in the success of the email ecosystem – and therefore the success of commercial email. But what are the trust anchors that users consider when deciding whether to trust and engage with a brand? And what trust anchors does a mailbox provider look at when deciding whether to deliver an email and to which folder? How does an ESP decide whether to accept a customer on its platform and how does it monitor reputation and prevent abuse? We will discuss trust anchors such as required authentication including BIMI and reputation factors from both the sending and receiving perspective.

09:30

WORKSHOP – Marketing TRACK

Empowering Marketing Teams in Email Deliverability 

Janine Hummel – Director CRM & E-Mail Marketing, Front Row Germany

Building on our lightning talk about “blind trust”, this 60-minute workshop clarifies crucial email deliverability concepts. We’ll make SPF, DKIM, DMARC, and BIMI accessible for non-tech audiences, showing how email content and behavior impact success. The session promotes a collaborative approach between marketing, IT, and ESPs, offering strategies and best practices for proactive email management. Discover how to incorporate daily actions that boost deliverability and safeguard your brand. Explore tools and resources for continuous improvement in email marketing. Emphasize the importance of staying updated with the latest trends and security standards. Understand the essentials, take proactive steps, and enhance your email marketing strategy. Join us in this pivotal journey to elevate your email marketing!

09:30

WORKSHOP – Compliance TRACK

Legally Compliant Email Marketing in Practice

Sebastian Fitting – Consultant Complaints Office, Certified Senders Alliance
Bianca Gründer – Consultant Complaints Office, Certified Senders Alliance

Companies are well aware that email is a highly profitable communication channel. But there are also risks involved – scaring off (potential) customers and incurring legal fines. In this workshop, we will give you an overview of relevant topics such Permission, Data Processing by Service Providers, Tracking and Profiling, as well as specific aspects in different countries. Bianca and Sebastian know from their daily work in the eco Complaints Desk what email recipients dislike the most.

09:30

MASTERCLASS – TECH TRACK

Structured Email: Turning the Email Inbox into an API to the Customer

Hans-Joerg Happel – CTO & Co-Founder, audriga GmbH
Arnt Gulbrandsen – UA Technology Senior Manager, ICANN

This session shows how structured email can improve relevance and engagement of email interactions by complementing text-based email content with machine-readable information. Structured data also plays an important role in conjunction with AI-based assistance.

09:30

WORKSHOP – DNS TRACK

Nameshield: Meet a Corporate Registrar

Joëlle Samaké – Country Coordinator Germany, Nameshield GmbH
Arnaud Wittersheim – New gTLDs and Compliance Project Manager, Nameshield SAS

Businesses and brand owners have special requirements when it comes to domain names:
• Domain Portfolio Management
• DNS Management
• DNS Security
• Trademark & Brand Monitoring
• Marketing & Monetization
are only a few of them. In today’s world, the more a business model is based on the Internet, the more valuable domain names are. Disruptions, malconfigurations, or the loss of a domain name can have a serious impact on a business and its reputation – both online and offline. Domain names are more important and valuable than their annual registration fee makes you think. Therefore, corporate registrars and brand protection specialists can help protect companies from these types of threats.

10:30

MASTERCLASS – Marketing TRACK

Email UX: Inside the Email Journey – Exploring User Interaction from Start to Click

Gabriel Gastaud – Founder, Viaretina

8 seconds is the average time a mobile email is opened. How can you capture subscriber’s attention in the first few seconds, simplify reading, and encourage clicks? Gabriel Gastaud will share his research, advice, and present a set of best practices applicable to your email marketing campaigns.

10:30

MASTERCLASS – TECH TRACK

The Domain as a Central Anchor for Computational Trust

Tobias Herkula – Senior Product Owner Mail Security, 1&1 Mail & Media Applications SE – GMX | WEB.DE | mail.com

For Mailbox Providers (MBPs), the security and trustworthiness of email communication is a top priority for protecting end users from abuse. Our focus extends beyond the classic fighting against spam towards establishing an effective email policy. In this context, the domain of a brand plays a central role as an anchor of trust. Technical foundations such as SPF, DKIM and DMARC are used to ensure the authenticity of the sender. Finally, BIMI makes the trustworthiness and brand authenticity of domains visible for the end users in email clients.

10:30

WORKSHOP – DNS TRACK

Brand Enforcement in the Digital Space

Patrick Hauss – Head of Corporate Development and Strategic Alliances EMEA, CSC

Brand protection on the DNS (Domain Name System) involves strategies and measures aimed at safeguarding a company’s brand, trademarks, and intellectual property rights in the online space. In this session, Patrick Hauss, Head of Corporate Development and Strategic Alliances EMEA at CSC, will explain the key aspects of brand protection on the DNS and how the different strategies and mechanisms work:

• Governance and strategies for Online Brand Protection
• Detecting and assessing infringements
• Extrajudicial takedowns
• Domain Disputes (UDRP / ADR / URS)
• New gTLDs and Rights Protection Mechanisms (RPMs)
• Social Media, Marketplaces and Phishing Enforcement

10:30

KAFFEEKLATSCH – COMPLIANCE TRACK

Sender Requirements Kaffeeklatsch

Marcel Becker – Sr. Director Product Management, Yahoo
Seth Blank – Chief Technology Officer, Valimail

The Email Industry is now well aware of the ‘new’ sender requirements from Yahoo and Google. However, the actual experience of mailbox providers reveals that there isn’t much understanding of the WHY behind those requirements. Join us for an informal Kaffeeklatsch where you’ll gain a deeper understanding of the reasons behind these requirements, empowering you to anticipate future developments

12:00

WORKSHOP – Marketing TRACK

Create Your Data-Driven Plan

Kevin Steba – CEO & Co-Founder, SEINō
Sandy Kartopawiro – COO & Co-Founder, SEINō

Ready to boost your business strategy? Join our workshop for a step-by-step guide:
• Pick the Right Data: Figure out what info you really need.
• Set a Starting Point: Learn to create a benchmark for your progress.
• Find Ways to Improve: Discover easy strategies for making things better.
• Build a Strong Case: Master creating a convincing argument using your data.
No jargon, just practical skills! Let’s craft a plan that works for you.

12:00

MASTERCLASS – TECH TRACK

Simplifying DNS to Promote Wider Email Authentication Adoption

Nicola Selenu – Email Deliverability Principal, ActiveCampaign

There is no doubt that authentication mechanisms are crucial for trusted digital communication. However changing the DNS settings for implementing those mechanisms can be quite challenging for Brands and ESPs. Brands often lack a deep understanding of those and perceive the DNS as very complex, on top there may be different internal departments involved. In this session you will learn how to overcome those challenges and whom to collaborate with.

12:00

MASTERCLASS – Compliance TRACK

Improve your Deliverability with CSA Compliance

Sebastian Fitting – Consultant Complaints Office, Certified Senders Alliance
Sebastian Kluth – Teamlead CSA Tech, Certified Senders Alliance

Mastering deliverability is a challenge and compliance with certain best practices is key. The CSA Certification Monitor enables compliance monitoring as it provides valuable data insights into real mailbox provider data as well as worldwide unique data from the eco complaints desk! Our experts Sebastian and Sebastian present live how you, as a certified sender (to be 😉), can use the Certification Monitor to effectively monitor compliance. Discover the key values and effective research processes for your weekly monitoring. Deepen your knowledge and gain practical insights as well as a preview of the new features. Don’t miss out!

12:00

PANEL – DNS TRACK

Online Brand Protection 2030

Patrick Hauss – Head of Corporate Development and Strategic Alliances EMEA, CSC
Thomas Rickert – Attorney at law, Rickert Rechtsanwaltsgesellschaft mbH
Arnaud Wittersheim – New gTLDs and Compliance Project Manager, Nameshield SAS

Joint panel discussion to educate the audience about the future development and trends of brand protection online

• ccTLDs vs. gTLDs
• Legacy gTLDs vs. old new gTLDs
• New new gTLDs vs. others
• Web3.0
• Social Media profiles

14:00

WORKSHOP

The Future Activities of the CSA – Hello, Domain Reputation!

Julia Janssen-Holldiek – Director, Certified Senders Alliance

At the CSA, we continuously update our CSA regulations according to new market needs and requirements. Staying up to date is crucial for maintaining practical quality standards in a technical environment. We see the need to supplement the current certified IP list with the factor of domain reputation, given that Mailbox Providers keep adjusting their filtering mechanisms accordingly. Listen to actual plans and developments and be part of a lively discussion on how to shape the future for more successful commercial emailing.