Awareness of affiliate platforms and email acquisition professionals?
For me, the most important part of the day was the very first part. It saw the CPA (affiliation platforms) and APMEL (email acquisition companies) present the new version of their respective charters. As much as many emailing pros were waiting for these players to make their move, for once I was surprised by the ambition and awareness of this part of the emailing industry. Indeed, it seems that a change has taken place among affiliation professionals and what are often referred to as "emailleurs". For example, OPTOUT, which used to be a widely accepted practice in the acquisition sector, is now clearly rejected in the APMEL charter - a (small) revolution. But has the battle been won? Not necessarily. Although the CPA now represents a large number of affiliate platforms, not all of them are represented. As far as APMEL is concerned, only the most important acquisition companies are members. Numerous players, more or less artisanal in their practices, are missing in action and will certainly not be rushing to sign the association's new charter. And that's without even mentioning advertisers, who are still all too often looking to acquire leads at the lowest possible cost, without taking into account the practices and impact of these campaigns on their brand image. For all that, it's a positive signal that has been given. All that remains now is to create an education strategy for advertisers. The bulk of the work remains to be done.Deliverability at the center of all attentions
If there's one subject that gets people talking, it's this one! On Tuesday, Alain Doustalet's speech was not to be missed. The boss of Orange's Cellule Abuse (but also cyber-crime) was listened to religiously by the audience, but that's not what I'll remember most. For me, the most important aspect of this session was the rise of Signal Spam. Today, the association is developing extremely important and structuring collaborations in the fight against spam. These collaborations transcend the divisions and primary interests of the various members, since we are seeing, for example, the development of initiatives led by routers, which will have the effect of helping ISPs to better combat abuse. However, as with the previous point, there is one area in which there should be more investment, and that is once again market education. Some of the questions asked by the public, mainly directed at Alain Doustalet, should not be asked again today. It seems that certain essential points in the fight against spam (and therefore directly linked to campaign deliverability) are still not understood. It's high time we opened the way to education, and Signal Spam, even if it's not its primary vocation, seems to me the right place to carry out this mission.The big question of responsive
The last part of the day was dedicated to email content. We had interventions on personalization and automation, but especially on the theme of responsive emailing. I particularly appreciated the intervention of bmobile and Orange who tried to explain the methodological approach of such a change, which in the head of a large advertiser is not simple to implement. Christine Richard and Nicolas Ruchon insisted on the need to change production practices, to review workflows, and especially to formalize good practices. Beyond the responsive aspect, this is a subject that is not talked about enough. Implementing email content optimization strategies is not only about setting up a list of best practices, it is above all about rethinking the production flow, but also the organization and the role of the teams.See you next year!
A big thank you to the Clic et Site team for organizing this event, which was an extraordinary opportunity for emailing professionals to exchange ideas (but not only: many advertisers also made the trip). The whole ecosystem will benefit from the continuation of this type of event. Energizing the emailing industry in this way is beneficial for everyone.Image source : @RCSA_OfficialNeed help?
Reading content isn't everything. The best way is to talk to us.
Leave a Reply