Agenda


17:00 - 18:00

CSA for Newbies

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.

18:00 - 20:00

Fingerfood & Networking for Oldies & Newbies

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 and Refreshments

10:00 - 10:15

Welcome to the CSA Summit

10:15 - 11:00

CSA Developments 2018

Julia Janßen-Holldiek - Director, Certified Senders Alliance

This session will cover what the CSA has been up to in 2018 in way of creating and enabling quality standards for commercial emailing. We will provide an overview of market developments and related CSA activities and achievements.

11:00 - 11:30

How Interactive Email Can Improve User Experience

Mark Robbins - Product Management Senior Manager, Salesforce

In this talk, we’re going to look at the possibilities and limitations of interactive email and how things like analytics and report can differ from a more traditional static campaign. We'll cover some case studies and results to see how using interactive email can improve campaign performance and also benefit the end user.

11:30 - 12:00

Implementing schema.org – Why it’s Worth the Effort

Magnus Eén - Deliverability Manager, Westwing

Dr. Conny Junghans - Senior Data Science Product Manager, 1&1 Mail & Media GmbH

Most emails we receive in our private inbox are not written by fellow humans but by machines. But while machines have become really good at speaking our language, it's challenging to extract the most important facts from all the prose. That's why we advocate adding structured information - a surefire way to attach the most important facts to emails. We'll present how emails generated by automated processes benefit from that and which challenges we faced when we tried to implement just that.

12:00 - 12:30

Speed Dating with the Speakers & Power Sponsor 250ok

12:30 - 13:30

Lunch

13:30 - 14:00

Brand Identity, Domain Alignment and Cats, and what they have in common

Tobias Herkula - Manager Detection Anti Spam / Product Owner Anti Spam, Cyren

This session will cover the problems in Anti Spam and why Brands should not want to be part of them. The Focus here is to describe common pitfalls Brands can easily avoid and therefore help themself and the medium Email to overcome current and future risks in communicating and reaching their customer base. And Cats, yes cats.

14:00 - 14:30

Enhance Your Email Experience with Customer Feedback

Leonie Jonker - Retention Manager, Paula’s Choice Skincare Europe

Do you think you know how your customers experience your lifecycle campaigns, processes, and email messages? Improving your customer’s experience starts with listening and proactively asking for feedback. By using feedback mechanisms — like surveys — in your campaigns, you can get hard data on your subscribers and their preferences, create a dialogue with customers, be more relevant, and improve your emails, product, and ROI in the process.

14:30 - 15:00

Email Address Internationalization (EAI) in Mail Systems and its Emerging Security Threats

John Levine - Owner, Standcore LLC; Member, ICANN SSAC; Ambassador, UASG

Modern email systems now handle addresses in languages ranging from Arabic to Chinese to Hindi as well as in English. In this talk we look at how mail with Internationalized (EAI) addresses is different from traditional mail, what changes senders and receivers need to make, and some of the security issues to be aware of when using EAI mail.

15:00 - 15:30

Speed Dating with the Speakers & Classic Sponsors dmarcian and MailerQ

15:30 - 16:00

Coffee Break

16:00 - 16:30

DOICHAIN – a Blockchain Based Approach for Double-Opt-In

André Moll - Director for International Partnerships, Doichain LVC

Stephan Zimprich - Partner / Director Blockchain, Fieldfisher / eco – Association of the Internet Industry

For the communication medium of email, unwanted advertising emails are the principal element which cause disruption. These emails often lack the recipient’s consent, given by means of a double opt-in. Learn about DOIchain as a blockchain-based and decentralized approach for tamper-proof documentation of the DOI. This session also paves the way for the more in-depth discussion of this topic on the following day.

16:30 - 17:15

How the Next Generation of Consumer Email is Becoming a Reality.

Marcel Becker - Director Product, Verizon Media Group

Seth Blank - Director of Industry Initiatives, Valimail

This talk will focus on how the definition of relevancy is morphing in the new brand to consumer email communication world. It will take a look back at ideas introduced in the past years — like BIMI and out of canvas experiences — and how they now manifest themselves in real world experiences. It will review interesting stats as well as taking a fresh look at the future of email tools and technology aimed at providing an even more personalized consumer experience.

17:15 - 17:30

Wrap Up & Outlook

17:30 - 18:00

Speed Dating with the Speakers

18:00 - 18:30

Reception, Networking

18:30 - 21:00

Dinner & Drinks

09:30 - 10:00

Coffee & Refreshment

10:00 - 11:00

Understanding the Email Communication Between the Sender's and Receiver's MTAs

Don Owens - Senior Technical Leader, Cisco Systems

Sergey Syerkin - Head of Email Operations, MailerQ

During this workshop we will take you through the journey of an email, starting from the sender’s Mail Transfer Agent (MTA) to the receiver’s MTA. We will cover the way that ISPs are filtering your emails as well as adjusting the sending parameters on the MTA side for best deliverability (Pause, Limits, decrease the IP number, etc.) The target group for the Workshop is deliverability Manager who are dealing with email on a daily basis.

10:00 - 12:00

Legal Insights: Just for You

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

This legal workshop will cover/focus on the following topics: - Brush up on your knowledge of the basic principles for legal email marketing (based on 2018 certification processes and complaints)? - 12 months GDPR: Issues, learnings and decisions - Tracking under GDPR - Latest status of the upcoming ePrivacy regulation Make this two-hour workshop YOUR workshop: Seize the opportunity and submit related questions to the speakers in advance of the workshop.

11:00 - 12:00

The Use of Blockchain in Email Marketing under Current Market Conditions

Stephan Zimprich - Partner / Director Blockchain, Fieldfisher / eco – Association of the Internet Industry

André Moll - Director for International Partnerships, Doichain LVC

Nico Krause - Peer2Peer Software Developer, Doichain LVC

In addition to data protection requirements, email marketing is also subject to strict competition law regulations. We take a look under the bonnet and explore the implementation of these regulations within the DOICHAIN, as presented on the previous day, while also looking at the incentives for companies to use or support DOICHAIN in the context of current market conditions.

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.

Please note

All presentations and discussions will be held in English.

Changes to the agenda may occur.