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Email Strategy and Privacy Compliance

Chicago, IL

Event Postponed

The AMA Email Strategy and Privacy Compliance training session scheduled for May 7-8 in Chicago, IL, has been postponed due to the rapid developments regarding COVID-19.

Your Options

Move to a different event. We’re working to find new dates for this event. Until then, we hope you’ll consider attending a different AMA Training Series or AMA Bootcamp event.

Our AMA Support Center Team would be happy to help you move your registration. You can email them at

Registration refund. You can also choose to get a full refund of your event registration.

Our AMA Support Center team can help you rebook for the new date or issue you a refund. You can email them at Please know due to increased volume, it may take us 3-5 business days to process your request.

Event Description

Email inboxes are a fiercely competitive space. Yet marketers who understand the creative and technical aspects of email can win the attention and loyalty of customers

Over two days, this limited size class will cover the best strategies in creating engaging email campaigns that also meet privacy, compliance and security requirements.

Not only will you leave with practical insights for honing your email message, but you’ll also gain knowledge on marking strategy, data capture and management, maximizing engagement, testing, analysis, global legislation requirements and more.

Coronavirus Update

Currently, this event is proceeding as scheduled. Because your health and safety are important to us, we have an AMA task force that regularly meets to monitor COVID-19 developments. We are also working with our building to ensure we’re following World Health Organization recommendations for hosting this training. Any changes to this event will be communicated to attendees on this page and via email. You can also review our cancellation policy here.


Early Bird (Before 04/08/20)Standard Price
AMA Member$1395$1495

You’ll Learn How to:

Who Should Attend

AMA Training Series events are small in size and include skill exercises so you more personalized learning and a chance to connect with other professionals like you.

This specific class will benefit any marketer who uses email marketing for their business including Email Marketing Specialists, Managers, Directors and Senior Leadership.

AMA Event Policies

Thursday, May 7

Hot Breakfast and Registration

We’ll kick off the day with breakfast. You’ll also be provided with lunch and breaks throughout the day.

Part 1: Email Strategy: Plan for Success

  • Hard Metric Goals
  • Soft Metric Goals
  • Success Indicators

Exercise: What are your Goals?

Part 2: Data: A Marketer’s Goldmine

  • List Strategy Goals
  • List Growth Barriers
  • Types of Data Collection Forms
  • Data Management Options

Exercise: Where to Collect Data

Part 3: The Email Message

  • The Three Stages of the Email Experience
  • Copy, Images, and Buttons Best Practices
  • Animation and Video Best Practices
  • Landing Pages
  • Mobile Optimization

Exercise: Favorite Emails: An Analysis

Part 4: Delivering Relevance

  • Personalization
  • Segmentation
  • Lead Nurturing

Exercise: Improving Relevance

Part 5: Automations

  • Types of Automation
  • Triggers
  • Frequency and Cadence

Part 6: QA & Testing

  • HTML Testing
  • Inbox Preview Testing
  • Spam Testing
  • A/B and Multivariate Testing

Exercise: Testing Wishlist

Part 7: Metrics, Benchmarks & Analytics

Part 8: ROI

  • ROI Rules
  • How to Improve ROI

Part 9: Email Resources

Part 10: Future of Email

Friday, May 8

Hot Breakfast

Part 1: Email Legislation (Primer)

  • CCPA
  • CASL
  • GDPR

Exercise: Data Collection Review

Part 2: Choosing the Right Platform

  • What do you have?
  • What do you need?
  • How to Find the Right Vendor

Exercise: RFP Question Builder

Part 3: Email Setup

  • IPv4 vs IPv6
  • Subdomains
  • Authentication
    • SPF
    • DKIM
    • DMARC
    • BIMI

Exercise: Authentication Walkthrough and Review

Part 4: List Building

  • First party best practices
  • Third party best practices

Exercise: List Building

Part 5: Deliverability

  • Bounces (Soft vs Hard)
  • Spam Traps
  • Complaints
  • Remediation

Exercise: Data Review

Part 6: Email Filtering

  • Content
  • Filtering
  • Blacklisting

Exercise: Data Analysis and Content Testing

Part 7: Metrics, Benchmarks & Analytics

  • Isolating and identifying issues
  • Identifying what you should care about
  • Do open rates matter?

Part 8: Email Resources

Part 9: Future of Email Delivery

Adam Q. Holden-Bache

Director of Email Marketing, Enventys Partners

Adam Q. Holden-Bache is the author of “How to Win at B2B Email Marketing: A Guide to Achieving Success.” His book guides readers through all aspects of an email marketing program, including strategy, data, design, delivery, testing and analysis.

Holden-Bache currently serves as Director of Email Marketing at Enventys Partners. He oversees the email marketing strategy with the objective of meeting and exceeding internal and client marketing goals. Before Enventys Partners, Adam spent 19 years as CEO of Mass Transmit, an award-winning email marketing agency.

Matthew Vernhout

Director of Privacy, 250ok

Matthew Vernhout is a digital messaging industry veteran and Certified International Privacy Professional (Canada) (CIPP/C) with nearly two decades of experience in email marketing. Vernhout is 250ok’s Director of Privacy, the Vice Chair of the Email Experience Council (eec), director at large with the Coalition Against Unsolicited Commercial Email (CAUCE) and the founder of the Canadian Email Summit. He is a trusted industry expert, recognized as the 2019 EEC thought-leader of the year, speaking frequently at email marketing and technology conferences around the globe, and maintaining his celebrated blog,

Training Series Location

AMA Support Center
130 E. Randolph St., 22nd Floor
Chicago, IL 60601
Phone: 312.542.9000

The AMA Support Center is right in the heart of Chicago. We’re nestled between Millenium Park and the Chicago River meaning you are just steps away from premier hotels, shopping and world-class dining. While you’re at our office, you’ll have access to work cubbies in case you need to step out and take care of something back at your office.


Recommended Hotels

Hyatt Regency Chicago
151 E. Wacker Drive
Chicago, IL 60601
Phone: 312.565.1234
Walking Distance to AMA Support Center (5 minutes)

Swissôtel Chicago 
323 E. Wacker Drive
Chicago, IL 60601
Phone: 312.565.0565
Walking Distance to AMA Support Center (8 minutes)

Fairmont Chicago 
200 North Columbus Drive
Chicago, IL 60601
Phone: 312.565.8000
Walking Distance to AMA Support Center (5 minutes)

Club Quarters
75 East Wacker Drive
Chicago, IL 60601
Phone: 312.601.3400
Walking Distance to AMA Support Center (8 Minutes)

theWit Chicago – a DoubleTree by Hilton Hotel
201 N. State Street
Chicago, IL 60601
Phone: 312.467.0200
Walking Distance to AMA Support Center (7 minutes)

Homewood Suites Downtown Chicago
40 E. Grand Avenue
Chicago, IL  60611
Hotel Direct: 312-644-2222
Reserve a room now and receive a 10% discount 
Walking Distance to AMA Support Center (15 minutes)

Chicago Marriott Downtown Magnificent Mile
540 North Michigan Avenue, (Driveway Entrance on 541 North Rush Street)
Chicago, IL 60611
Phone: 312.836.0100
Walking Distance to AMA Support Center (14 minutes)

Radisson Blu Aqua Hotel Chicago
221 North Columbus Drive
Chicago, IL 60601
Phone: 312.565.5BLU (5258)
Walking Distance to AMA Support Center (5 minutes)

Virgin Hotels
203 N. Wabash
Chicago, IL 60601
Phone: 312.940.4400
Walking Distance to AMA Support Center (5 minutes)

Kimpton Hotel Monaco Chicago
225 N. Wabash Ave.
Chicago, IL 60601
Phone: 312.960.8500
Walking Distance to AMA Support Center (6 minutes)

LondonHouse Chicago
85 East Wacker Drive at North Michigan Avenue
Chicago, IL 60601
Phone: 312.357.1200
Walking Distance to AMA Support Center (9 minutes)


Air Travel Discount

The AMA has teamed up with Delta Air Lines to offer a special discount on air travel. Click here to get started. You can also call the Delta Meeting Network at (800) 328-1111 and refer to meeting code NMTSM. There is not a service fee for reservations booked and ticketed via this service.


Area Attractions and Events

Please visit Choose Chicago for additional city information.



The AMA is committed to providing equal access to our meetings for all attendees. If you are an attendee with a disability and require program accommodations, please contact the AMA Support Center at (800) AMA-1150 or A member of our staff will ensure that appropriate access arrangements are made. If you have specific disability-related needs for your hotel sleeping room, please be sure to communicate those directly to the hotel when you make your reservation. In an effort to provide the highest quality of service to all attendees, we require that details of all access requests be communicated to our office at least 14 days in advance of the beginning of the meeting.





Email Strategy and Privacy Compliance