Chris Pook, VP Customer Retention at Lyst, spoke at a recent Email Insider Summit in Europe about how the brand is using AI and predictive modeling to achieve the age old question of using data to better predict marketing situations.

Paula Hakkaja, CRM Manager at HelloFresh, will be speaking on a panel about data and testing at our upcoming Brand Insider Summit in Kitzbuhl 3-6 February. We caught up with her to discuss the panel and the marketing challenges that keep her up at night.

Marketers share their biggest marketing mistakes so that you don't have to repeat them at a recent Brand Insider Summit Europe.

For many brands, the threat of GDPR created headaches and fear. For Arsenal, it was away to connect openly and honestly with fans.

Travis McCan, email strategist for The Salvation Army account, says DEG learned how different audience segments engage with the brand. "We were able to see how much they gave, the frequency, and differences from other groups."

Interactive email can make emails current to the moment they are opened, not just when they are sent. This includes weather updates, real-time pricing and inventory on products being promoted. These engaging messages can also help consumers interact in ways typically associated more with landing pages than email.

Creating successful cross-channel campaigns requires managing efforts across marketing teams. We hosted a panel on the subject at a recent Email Insider Summit in Barcelona in which Alisa Bal, head of multichannel marketing at Bank of the West and Steph Rostron, creative lead at Unidays, shared their insights on the subject. Here are five key takeaways on the to

Email automation can make an email program more effective at scale. At a session during our Insider Summit Europe earlier this year, leading brands including Rakuten, KPN and New Skool Media talked about how bringing automation into their email programs helped them be more efficient even with a small staff.

Gaming company Travian Games knows the importance of personalization, segmentation and automation. But the company, which sells games in a freemium model, wanted to improve its CRM program by upgrading the designs of its emails.