Finding the Sweet Spot Between Relevance and Creepiness in Email Marketing
45 min
Wednesday, October 07, 2026
9:30 AM - 10:15 AM
It’s 2026. Data should drive nearly EVERY element of a smart email marketing program, from the timing to the content, to how you learn what works.
But how do you use the deeply personal data you collect during a year-long, high-consideration, emotionally charged sales process to personalize marketing without crossing into the TMI territory? If you’re trying to create relationships, there’s a fine line between, “I know you” and “I’m watching you.”
Jessica Best, 20-year email marketing and data-driven marketing veteran, will bring us the balance of how to be useful and relevant, without turning OFF our prospects (and current clients). Bring your questions: You’ll want to put these ideas to work right away, and Jessica will help us clear the road blocks preventing us from diving in.
3 Key Takeaways:
1. Segmentation & Versioning – the “coincidentally” relevant way we use language, messaging, or even whose story we share (adult child vs the senior/self) to make our prospects feel seen (but not literally)
2. Data-driven timing, aka Automation – extending our communication across a 6-18 month sales cycle… without having to remember (and send) everything manually
3. Individualization, aka Personalization – the rare cases where calling out individual-specific details can lift response rate and make people more comfortable instead of less.
But how do you use the deeply personal data you collect during a year-long, high-consideration, emotionally charged sales process to personalize marketing without crossing into the TMI territory? If you’re trying to create relationships, there’s a fine line between, “I know you” and “I’m watching you.”
Jessica Best, 20-year email marketing and data-driven marketing veteran, will bring us the balance of how to be useful and relevant, without turning OFF our prospects (and current clients). Bring your questions: You’ll want to put these ideas to work right away, and Jessica will help us clear the road blocks preventing us from diving in.
3 Key Takeaways:
1. Segmentation & Versioning – the “coincidentally” relevant way we use language, messaging, or even whose story we share (adult child vs the senior/self) to make our prospects feel seen (but not literally)
2. Data-driven timing, aka Automation – extending our communication across a 6-18 month sales cycle… without having to remember (and send) everything manually
3. Individualization, aka Personalization – the rare cases where calling out individual-specific details can lift response rate and make people more comfortable instead of less.
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Presenter
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Room
- Marquis 5