Antony Humphreys

Product Owner - Email, The Royal Society for the Protection of Birds (RSPB)

While Antony started his career as a electrical engineer some 30 years ago, he has been involved with sales, marketing and customer service for more than 25 years. In that time, he has worked with brands such as KP, McVities and L'Oreal, as well as others within the insurance and mobile telecommunications industries.

Antony’s experiences allowed him to gain a thorough appreciation for sales, marketing and customer experience across a diverse range of sectors, before landing in the inbox of email when he joined Oxford-based Adestra. While with the company, Antony supplied email consultancy and customer success support to many brands including Lloyds Banking Group, NSPCC and Dominos Pizza. He strongly believes that email can only be part of a truly one-to-one experience if companies capitalise on powerful zero-party data, and follow data ethicacy principles around consent.

Antony currently works with The Royal Society for the Protection of Birds (RSPB), the largest nature conservation charity in the UK, using email to bring people closer to nature and showcase the wonderful and diverse environment in which we live.

He is a proud father of three daughters - yet retains almost a full head of hair.

13:15 - 14:00 PM

10 December Main Stage

Disruption & Evolution: Why Email Shone in the 2020 Darkness

In marketing, we often talk about disruptions and going viral. In 2020, it was a real virus that turned marketing temporarily upside down. Validity has carried out an in-depth examination of 2020’s global email data, and Guy will review unique analysis to explain what happened, the impact on email deliverability and engagement, the rapid evolution as email programs adapted, and how to apply these lessons to improve future campaign performance. Joining Guy will be Antony Humphreys from the RSPB, who will provide illustrations, explaining how RSPB responded to the Covid crisis by expanding email activity to reach the widest possible audience – while maintaining great deliverability in the process.

Attendees will learn:

• What happened in the world of email as Covid-19 took off.

• How the email landscape radically shifted and programs adapted.

• What successful email marketers like RSPB are doing now.

• Key learnings as you prepare your email program for 2021.