What I learned at my first Unspam

As a longtime fan of Really Good Emails, I’ve always wanted to attend Unspam. The timing just never worked out. But this was the year I finally made it.

Everyone told me: It’s not like other conferences. It’s a gathering full of the kindest, smartest, weirdest (in the best way) people you’ll ever meet. And while I was sure that it would be the best gathering of endearingly weird email nerds this side of the Mississippi, I still expected it to be a work event. 

I’ve been to marketing conferences. I expected lots of sessions, some great takeaways, and a bit of networking. But what I experienced blew me away.

This wasn't just a conference. It was a community.

The biggest thing I felt? Seen.

Email marketers by way of our profession, are an online, solitary people. So to walk into a room full of people IRL who just get it was.... special. Truly special.

The moment it hit me hardest was the closing Gratitude session. We sat in a full ballroom and shared from the heart what the 2-days at Unspam meant to us. Normally a terrifying thing, to stand up in a room full of people and share your thoughts, let alone emotions. But not at Unspam. There was love for the presenters and insights, but overwhelmingly, the gratitude was for one another, for the organizers for bringing us together, for the email community as a whole.

This is a place where you can come as you are. Where you're not just respected for your experience or tenure, but celebrated for being a lovely human being. How I got so lucky to fall into this tribe I will never know. (Great, now I’m crying again.)

Two talks that woke me up—in the best way

There were so many amazing sessions, but two sessions specifically hit me right in the email feels. The kind of epiphany moments that make you rethink everything you’re doing.

1. Lindsay Tjepkema on Thinking B.R.A.V.E.

Lindsay’s talk made me realize I might be stuck checking the box, completing tasks, sending the email, and moving on. 

She introduced me to the B.R.A.V.E. mindset:

• Brand: Every decision strengthens the long-term value and positioning of the brand.
• Relationships: The focus is always on building long-term trust with the right audience, not just gaining a flash of attention from anyone.
• Audacity: There is space for bold, creative ideas instead of playing it safe.
• Values: Actions always reflect and uphold the brand’s core values.

Honestly, I left that session thinking: if we’re just doing what we’ve always done, why would we expect different results? I’m going to start being audacious. 

2. Anne Wave on Mapping Your Zone of Genius

As a lifecycle email marketer, this one hit home. Anne walked us through an exercise that helped identify where our time is going versus what actually moves the needle. Sure, I’m doing important things…the business needs them, the customer expects them, but do they drive value? Do they drive growth? Are they inline with what I excel at? With what I’m paid to do? 

Anne, walked us through the secret to a happy and prosperous Lifecycle organization and how to take inventory of your current state. Things to consider: 

• What am I good at? 
• What are the organization's goals? 
• What is the highest impact work? (what drives $$$) 
• What maybe belongs to another team or person? 
• And what can just go away? 

This exercise was eye opening. Sure, I knew it and felt it in the way I can never get to the big projects on my to-do list day to day. I’ve been rethinking how I prioritize ever since.

More learnings…

What happened at Unspam is not staying at Unspam. Here are some other things I’m bringing back.

• Localization: Our audience is global. Our content should be too.
• Lifecycle = Lifetime Value: Where aren’t we adding value? What can we change?
• Accessible emails are not optional: 1 in 4 adults in the US are disabled. 
• More heart: Emotion in email is a powerful tool. Hope can show your audience how things could be. And then get them excited for what you have to offer! 

Also: Email knows no boundaries. B2B? Nonprofit? Ecomm? Doesn’t matter. On the other side of every email is a human being.

Other nuggets of gold

Did I mention the amazing speakers at Unspam? Wow, so many talented and smart individuals. My notebook was chockfull of memorable one-liners that I must share (I’m a part of the email community after all, sharing is what we do.) Here are a few: 

• “You don’t choose the email profession. Email chooses you.” (Thank you email gods)
• Send RAD emails: Relevant, Add value, Designed for easy navigation.
• Flip the question from “Who am I trying to reach?” to “Why would they want to hear from me?”
• Call to Value over Call to Action, every time.
• “Email is really f***ing complicated!”
• “AI is helpful, but is still a dumb dumb at times” (Sorry robots, please don’t come for me.)

And then there were the surprises…

I’ve never been to a conference where no one tried to sell me something. Everyone was just there to learn, help, and support.

During one breakout session, we literally went around the table solving each other’s challenges. The generosity was unreal. The laughs were genuine. The insights? Equally hilarious and helpful. 

TL;DR:

If I had to sum up what I learned in one sentence, it’s this: Email is about community.

Attending Unspam wasn’t about vendors or velocity or vanity metrics. It was about people. The people you are emailing and the people behind the computers sharing their experiences to help make you and the larger email community better. And if you’re thinking about attending for the first time, here’s what I’ll say:

Do it.

You’ll leave with tactical takeaways, fresh inspiration, and most importantly, a sense of belonging. This was the first professional event where I felt both professionally energized and personally moved. Where I laughed, learned, and maybe even cried a little. (Okay, not maybe. Definitely.)

Unspam reminded me that we’re not alone in our inboxes. We’ve got each other.