E-mail isn’t the sexiest marketing topic, nor is it the most fun, but if done well it can lead to the best ROI of any channel in your marketing mix. Regardless of industry and even though there is more noise in the inbox and more apps for consumers to juggle, e-mail continues to prove itself as the best one-to-one communication channel for brands and most preferred by consumers.

But marketers continue to struggle with e-mail marketing. Whether it’s sending the same e-mail to all our subscribers, not authenticating our domains, designing campaigns for consumers of yesteryear, being blatantly too personal, not using the right data to effectively personalize e-mail content, not testing, not mixing up our email tactics, or simply living up to averages, we stumble all the time with this channel.

Enter Georgina Jane Barber, a.k.a. my Mum.

There are three things you should know about my Mum: 1) She is a brash British woman, 2) she believes she is always right, and 3) if she isn’t happy about something, then the world knows about it. It’s for all of these reasons that over the last 35 years she has provided many of the greatest lessons us email marketers can use each and every day within our organizations.

Join Michael Barber (and his Mum) as he explores of the best and practical ways to improve your e-mail campaigns, challenges your email conceptions, and shows you just why this channel continues to be vitally important for marketers.