Unlocking Email’s Hidden Opportunities to Create a Competitive Advantage

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Digital marketing channels, such as email, are critical to businesses now more than ever. As organizations increase communications to customers and scale their online channels,
the battle for the inbox is at an all-time high. Strong email deliverability is just the first step to get to the inbox. You also have to stand out against your competition. Companies
that leverage competitive intelligence applications see 3x more revenue than those that don't.

Join April Mullen, Director of Strategic Insights at SparkPost, to learn how to leverage the power of analytics and competitive intelligence to uncover opportunities to gain an edge
on competition and capture subscriber attention.

Key Takeaways

  1. Email marketers need to benchmark their activity and performance against competitors to stand out in the inbox.
  2. It’s essential to understand what your competitors are doing from the types of campaigns they are sending, the frequency at which they are sending, their open/deleted rates and more.
  3. Companies using competitive intelligence applications generate 3x more revenue than those that don’t.

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Start: Monday, April 27, 2020 at 1:00pm

End: Monday, April 27, 2020 at 2:00pm



April Mullen
Director of Strategic Insights | SparkPost

April Mullen is currently the Director of Strategic Insights at SparkPost. She has over 13 years working in email for brands, agencies and in martech.
Outside of SparkPost, Mullen has been an Adjunct Professor of Digital Marketing at the University of Missouri-St. Louis since 2013. In June of 2016, Mullen co-founded Women of Email, an organization
with over 4,000 members on six continents that is aimed at driving positive change for women in the email marketing niche.
Mullen was named to DMNews’ 40 Under 40 list in 2018 and DMNews’ 2019 Marketing Hall of Femme Women to Watch list. She contributes thought leadership at conferences and through
writing for industry publications, including Forbes and MediaPost.

Nicolas Williams
Senior Digital Marketing Manager | Smart & Final

Nicolas Williams is a digital marketing and media strategist with over 14 years of experience, impassioned with a curiosity for the intermixture of brands, people and technology. He is currently a Senior Digital Marketing Manager for Smart & Final, a company with the mission to be the neighborhood warehouse grocery store offering quality and value to households, businesses and community groups. Prior to Smart & Final, Nicolas was the cofounder and strategist for Thelen | Williams and held marketing positions with Digital Fusion and Diffraction Media.