This session is dedicated to those of you who are not familiar with the CSA yet. We´ll give you some background: Who we are, what we do and provide an abstract and an overview of our quality criteria. You will get the basics to be prepared and up to speed for sessions and discussions the following day.
15:00 - 15:30
Coffee Break
15:30 - 17:30
CSA Legal Workshop
Astrid Braken - Legal Counsel, Certified Senders Alliance
Sebastian Fitting - Consultant Complaints Office, Certified Senders Alliance
Alexandra Koch-Skiba - Head of Complaints Office, Certified Senders Alliance
The Legal Workshop deals with the legal requirements for Email Marketing: A practical workshop with the active involvement of participants, it will elaborate on the requirements of the GDPR and the e-Privacy Directive, and recent judgements will be examined. Alongside the “classics” on consent, topics will also include tracking and formal stipulations, as well as the legal framework of other specific countries. Following this, an overview will be given of fines and legislative developments.
17:30 - 19:30
Legal Q&A with Kölsch and Fingerfood
In Cologne there´s no better way to get to know new people than having a glass of beer together! There will be fingerfood and drinks available to make sure you are well set for productive conversations.
09:30 - 10:00
Coffee & Refreshments
10:00 - 10:30
Welcome
Julia Janßen-Holldiek - Director, Certified Senders Alliance
Nadine Gimbel - Moderator
10:30 - 11:00
How To Build a Bridge: A Sender’s and Receiver’s perspective
This talk will look at how a major marketing platform and a major mailbox provider see the world of consumer email. It will explore where views differ, where reality is distorted and where ideas don’t match. It will highlight why they are in fact traveling on the same road and how collaboration can build bridges.
11:00 - 11:30
Email Marketing? It‘s relationship management!
Nikolaus von Graeve - Managing Director, rabbit eMarketing GmbH
What we humbly call email Marketing is in itself a technological and organizational blueprint for highly automated and individualized marketing. The ability to communicate individually is key for starting and maintaining relationships.
11:30 - 12:00
Domain Reputation for Senders
Carel Bitter - Spamhaus, Chief Data Officer
Domain reputation is increasingly important for senders. In this session find out what Spamhaus does with domain reputation, why that matters and what you can do to make sure your domain reputation is as good as it can be.
12:00 - 12:30
Speed Dating with the Speakers
12:30 - 13:30
Lunch
13:30 - 14:00
Customer Expectations - Surprising Facts about the Reality in People's Inboxes
Dr. Conny Junghans - Expert Data-driven Products, 1&1 Mail & Media GmbH
Arne Allisat - Head of Mail Security, 1&1 Mail & Media Applications SE – WEB.DE/GMX
14:00 - 14:30
ESPs vs Brands: who delivers?
Tamara Bond - dotdigital, Delivery Operations Manager
Alice Cornell - Change.org, Director of Email Deliverability
The relationship between a brand and an ESP is vitally important for the success of both, and misalignment over who is responsible for delivery and inbox placement is one of the biggest causes of tension and relationship breakdown. In this session, Alice Cornell and Tamara Bond draw a line in the sand regarding these responsibilities. They will discuss their disaster stories when expectations don’t meet reality, and highlight the successes obtainable by achieving a positive symbiosis between two teams who are ultimately on the same side.
14:30 - 15:00
How to use BIMI as a Brand – from the idea to GoLive
Romina Gansbühler - Junior-Marketing-Manager, Josef Witt GmbH
Peter Scholzuk - Head of Department Email Marketing, Josef Witt GmbH
The two speakers from Witt will report on how they have put BIMI into practice. From the implementation of DMARC reject at domain level, to the roll-out of BIMI in 18 countries: several challenges had to be overcome. The following questions will be dealt with: What was the initial trigger? How could management be won over, and what organizational implications were there? What have been the successes to date, and how do they see the future of BIMI in the company? In a workshop the day after, we‘ll go into the session in greater depth.
15:00 - 15:30
Speed Dating with the Speakers
15:30 - 16:00
Coffee Break
16:00 - 16:30
tba
Tobias Herkula - Manager Detection Anti Spam / Product Owner Anti Spam, Cyren
16:30 - 17:00
Email for the Future
Naina Raisinghani - Product Manager, Google
More than 270B emails are sent each day and are the center of many consumer and enterprise workflows. However, the content within these messages is still limited – messages are static, can become out of date, and are not actionable without opening a browser. With this in mind, dynamic mail was created. Dynamic mail modernizes and enhances email by facilitating the creation of messages that deliver and update real-time information and allow consumers to take interactive actions directly within the email. This technology enables email senders to provide more engaging, interactive, and actionable user experiences, while keeping users safe. Join an expert from Gmail to learn how major brands have already seen a 100% increase in clicks using this technology and how you can engage your audiences in a new way.
17:00 - 17:15
Closing
Julia Janßen-Holldiek - Director, Certified Senders Alliance
Nadine Gimbel - Moderator
17:15 - 17:45
Speed Dating with the Speakers
17:45 - 18:30
Reception, Networking
18:30 - 21:00
Dinner & Drinks
09:30 - 10:00
Coffee & Refreshments
10:00 - 11:00
Technical Workshop - Implementing BIMI
Peter Scholzuk - Head of E-Mail Marketing, Witt-Gruppe (a member of the otto group)
Florian Vierke - Sr. Manager, Deliverability Services, Mapp Digital
The two presenters represent both a Brand and an Email Service Provider, offering practical first-hand information about their joint implementation of BIMI. This workshop will deal with a precise explanation of what exactly needs to be done, how it needs to be done, which showstopper can come up and how to overcome them. The focus will be on the practical implementation including all necessary steps in DNS, e.g. picture settings, BIMI-checks, graphics formatting.
Deep technical knowledge is not required, the Workshop is targeted at Online Marketing Manager, Email Marketing Manager and Deliverability Manager.
11:00 - 12:00
Technical Workshop - DANE – Modern, Secure and Stress-free SMTP
Patrick Ben Koetter - sys4 AG
DANE (RFC7672) became an Internet Standard in October 2015. The year before that, Posteo.de and Unitymedia.de had become the first ISPs worldwide to deploy DANE serving millions of customers. Today the DANE domain count is 1,815,489 covering ~16.84% of DNSSEC enabled domains. And the big players are about to adopt DANE. Time to take a deep dive into what DANE is and what value it can add for your customers.
12:00 - 13:00
Finger Food
13:00 - 14:30
CSA Plans & Developments (only for CSA Certified Senders and Partners)
This is a closed session for CSA certified senders and partners. We will be discussing market changes we have observed and how we plan to react to these in the future, so we can make the best out of them for you. Be a part of this active community as we shape the standards of commercial emailing together.
How To Build a Bridge: A Sender’s and Receiver’s perspective
This talk will look at how a major marketing platform and a major mailbox provider see the world of consumer email. It will explore where views differ, where reality is distorted and where ideas don’t match. It will highlight why they are in fact traveling on the same road and how collaboration can build bridges.
Take the opportunity to get in touch with other participants! We have created a Slack Channel so that you can communicate with each other and arrange meetings in advance.
