Blue is the color of trust 

Blue is the color of trust and shoes have a lot to do with building trust. At least according to Ivo Ivanov, the Director of the Certified Senders Alliance, who took attendees of the CSA Summit 2016, 20 – 22 April 2016 in Cologne, Germany, on a journey exploring trust along the value chain of email marketing. In a packed day of talks and podium discussions on the Thursday, Ivanov invited those present to put themselves in the shoes of consumers, brands, ESPs, ISPs and email security and infrastructure providers. 

He quoted an African proverb, “If you want to go fast, go alone. If you want to go far, go together,” and stressed how important it is to talk and work together and to trust each other in order for us all to be successful together as an industry. 

Trust leads to success, both in sports and in email marketing 

Sebastian Biederlack, German two-time Olympic medal winner in field hockey, joined Ivo on the stage to talk about how trust leads to success. Biederlack, who won a gold medal with the German field hockey team at the Beijing Olympics in 2008 to add to his 2004 bronze medal, shared how he and his team met without their coach after losing a game at the 2008 Olympics. After two hours talking about what went wrong, they were able to rebuild trust in one another and went on to win the gold medal in field hockey that year. Ivo Ivanov translated this to the team sport of email marketing. Even though many of the players in the industry are competitors, a team performance and trusting each other can lead to success for all.