Agenda

Opening welcome, framing the purpose of the symposium, setting expectations for audience participation, and establishing the tone for the day.

Do you know how Trust Economy impacts your business and website? Are you leveraging
Reputation Systems to improve sales? From reviews to ratings to upvotes, these systems can
play an important role in the success, or failure, of your online marketing efforts.
From the principles drawn from his experience with Apache SpamAssassin and broader
ecosystem experience doing marketing for small firms to Fortune 1, Kevin A. McGrail will discuss
Trust, Reputation, and how it impacts online marketers and businesses.

Starting from, "People are basically good," from Pierre Omidyar when he launched eBay's
Feedback Forum in 1996 to foster trust through a reputation system, there are decades of
information to unpack in this presentation including:
Reputation as Economic Currency.
What decades of fighting online abuse reveals about sustainable growth.
The impact of the “Great Decoupling” in March 2025 on Experience, Expertise, Authority
& Trust (EEAT).
The value of Consent in online marketing.
Learn how Trust as Infrastructure underpins everything from email deliverability, platform
reputation, and online identity.
Understand how Reputation Systems determine who gets visibility and influence while
building sustainable ecosystems.

Learning Objectives:
● Understand how the Trust Economy impacts your business and website.
● Learn to leverage Reputation Systems to improve sales.
● Discover what decades of fighting online abuse reveal about sustainable growth.
● Learn how Trust as Infrastructure underpins everything from email deliverability, platform
reputation, and online identity.
● Understand how Reputation Systems determine who gets visibility and influence while
building sustainable ecosystems.

Grab a coffee and vote using your phone during this fast interactive segment using live polling to surface the biggest threats, blind spots, and opportunities in the room.

A practical case study on how CRM evolves as lifecycle programmes mature in complexity, ambition, and business impact.

A session on building CRM strategies around real human behaviour, needs, and decision-making rather than purely operational logic.

A practical session on the deliverability principles and operational foundations that remain robust as programmes grow.

A closed-door, limited-capacity session under Chatham House Rule where participants share mistakes, missteps, or decisions that did not go to plan. Price of entry: bring one of your own and a lesson learned.

A session exploring the customer mindset after checkout and what brands often miss in the post-purchase experience.

Dark mode is often treated as a visual enhancement in email design, yet it frequently introduces usability and accessibility challenges that are overlooked.
This session reframes dark mode as an accessibility and systems design issue, rather than a purely aesthetic one. It explores how different email clients alter designs unpredictably, why many emails become unreadable in dark mode, and how accessibility principles can be used to create more resilient and inclusive experiences.
Through real-world examples and practical guidance, this talk provides a framework for designing emails that perform reliably across diverse environments—while maintaining brand integrity and usability.

Final thanks, closing reflections, next steps, and invitation to continue conversations informally.