How Commercial Brands use Email for Customer Experience

Email is one of the most powerful and underused tools in the marketer’s toolkit – especially when it comes to turning leads into loyal customers. In this session, Tom Carter, Performance Marketing Manager at PensionBee, will share how a fast-growing fintech brand uses email to drive results through smart, strategic communication.

Tom will walk through PensionBee’s lead-to-customer conversion journey, highlighting how they use data points like age, employment type, and engagement behaviour to build personalised, high-performing email flows. You’ll see how commercial brands treat email as a core performance channel – not just a monthly newsletter – and how segmentation, automation, and a clear sense of purpose can transform your email strategy.

Whether you’re just starting to experiment with journeys and automation or wondering how to email more regularly without annoying your audience, this session will give you practical ideas, encouragement, and a fresh perspective on what email can do for your cause.

Key learnings from this session:

1. How to segment your email audience using simple, impactful data
2. How to design effective email journeys that convert leads
3. Why email should be treated as a performance channel, not just a content update