The email marketing landscape has shifted dramatically. From the rise of advanced personalization powered by machine learning and AI to ever-changing rules from email providers, what used to drive growth no longer cuts it. In this session, Scott Byrer, Director of CRM at Allbirds, shares firsthand insights on how brands can stay ahead by moving beyond standard playbooks—embracing smarter segmentation, rigorous testing, and fresh creative approaches across email and SMS. Learn how to adapt your CRM strategy to thrive in this fast-changing environment.

• Use smarter segmentation and dynamic content to deliver messages that feel truly personal.
• Leverage emerging AI and ML tools to personalize at scale without sacrificing authenticity.
• Design visually compelling emails that stand out — and perform — across every inbox.
• Refine and streamline automated flows to keep engagement high throughout the customer journey.
• Focus your reporting on the metrics that actually matter, not just vanity numbers.