Why should brands attend email events?

Direct value: learning current best practices, understanding **MBP** policy changes, discovering tools and techniques, and solving specific problems through expert access.

Relationship value: connecting with **MBP** representatives who can help during issues, meeting **ESP** contacts, and building advisor relationships with experienced practitioners.

Strategic value: understanding where email is heading enables proactive preparation, competitor insights reveal industry benchmarks, and innovation exposure inspires program development. Investment in attendance returns through better program performance.