All posts by Kath Pay

Kath lives and breathes marketing, she is not only a world renown speaker and trainer but practices her art in the senior management team and as the Marketing Director of e-commerce conversion experts - cloud.IQ. She is one of the World's Top 50 Email Marketing Influencers (Vocus, 2014). She is recognised as the UK’s leading Email Marketer and heads up training for Econsultancy on Personalisation and Email Marketing. Some of the retail and B2C brands she has either trained or helped are: Bally, Barbour, Paul Smith, Marks and Spencer, Wallis, Schuh, Co-operative Group, Argos, Next, Asda, Jaeger, Mont Blanc, Expedia, Net-a-Porter, Secret Escapes, George, Dixons, Bookatable, ShopRush, Adobe, Facebook, VisitScotland – just to name a few. You can follow Kath on Twitter and connect on LinkedIn.

Litmus, Liveclicker and Unbounce speak on conversion optimisation for ecommerce

Conversion Rate Optimisation (CRO) can be a very complex creature – particularly when it comes to optimising ecommerce sites and campaigns. During this process we need to put our subjective opinions aside, create some robust hypothesis’ based upon data and insights and try to start optimising for the biggest wins first – not always an easy task. So in the run up to the eagerly awaited online eCommerce Summit we asked three of our expert speakers from the summit the following question: “So many channels, so many aspects of a campaign to test. What’s your key piece of advice that you would provide to increase conversions for an ecommerce site?” Dave Holland, European Regional Director of Liveclicker and expert presenter for one of our eCommerce Summit webinars  “Cutting through the clutter in…

A discussion of best practices for email capture using popovers

The question on every marketer’s lips if they're considering a implementing a pop-up or popover for capturing email addresses or promotions should be:  Will using a pop-up help us achieve our goals as well as keep our customers happy? In this article I will focus specifically on using popovers to drive subscribers - here are a few top-line tips on how to get started on achieving the right balance between your marketing objectives and customer satisfaction. If you’re interested in more ways popovers or lightboxes can be used to increase conversions and drive revenue, we've written a guide - download our guide 'How to use popovers to increase conversions'. 1. Consider your audience Your potential customers don’t care what conversion rate you want, what targets you’re trying to meet or when you need to achieve them by. They…

Which factors are the main reasons for shopping cart abandonment?

Cart Abandonment specialists, Cloud.IQ have released a new infographic with some fascinating findings regarding how and why our customers are abandoning their purchases and how we can leverage this opportunity to generate more sales.

Some stats of interest:

88% of online shoppers who abandon online purchases before completion are open to being emailed by retailers afterwards..35% actually say they will actively welcome these emailsFor every £100 spent on driving customers to the site, only £1 goes into converting them

To see all the stats and the full infographic, view it here.


Making your emails more relevant by appealing to different reader personalities

In Part 1 we introduced using Personas for Email marketing based upon motivation, in Part 2 I'm going to review the 4 main different personality traits that are common to everyone and show how to apply them to email creative. Aristotle was one of the first to identify them and named them: Melancholic, Phlegmatic, Choleric and Sanguine, however we will be using more descriptive names for these personalities in this post. By leveraging both personas and personalities, you not only know where to place content, images and set tasks but also know how to speak to them (TOV), what offers to deliver and help them to accomplish their task the way they feel comfortable doing so – thus enabling higher and potentially quicker, conversions. (Image courtesy of Henk Wijnholds) Based on the well-known…

Blending personas and personalities to increase conversions in email marketing [Part 1]

It’s a well-known fact that some of the greatest results can be gained by combining personalisation and persuasive architecture to deliver what the customer wants. In this 2 part post I will look at approaches to leverage 2 types of buyer personas to use to increase conversions within your email marketing programme. When combining both of these buyer persona styles we’re ensuring that we deliver not only the copy, TOV, and offers/merchandise that our buyer wants and expects from us but we’re also delivering the experience that will enable them to convert according to their temperament. So let’s look at the two different types of Buyer Personas. For clarity's sake, I’m labelling them differently to how they’re labelled elsewhere: Persona: This addresses the motivation (i.e. what the buyer needs, what are their challenges and goals, what motivates them  etc) Personality: This addresses their temperament (i.e…

An example of Holistic Email Marketing

Here’s a taster of what you can look forward to on October 8th at the free International Digital Marketing Summit  from Plan To Engage. It’s a free summit held At Your Desk, so why not register? If you can’t make it on the day, register anyhow and view the sessions on-demand. In my session: 'From Search to Conversion: 3 keys to a successful customer journey' we will be addressing the below tactic. When we think of the words ‘personalise’ and ‘email’ we more often than not think of including the subscribers name and possibly their Company name within the email. But this is the most basic of ways of personalizing the experience within email and quite frankly, impresses very few. Personalisation can be achieved numerous ways by utilising the following types of data: Explicit data such as filling in a form Implicit data…

3 Gems from Mark Brownlow

In the first of the 3 Gems video series from Plan to Engage, I interviewed Mark Brownlow, author of Both Mark and I had recently presented in Stockholm at Apsis’ customer conference and I was very impressed by all the valuable content he shared within his session on “Email Marketing Trends for 2012”. So in this interview I asked Mark to share 3 Gems from this session. In a nutshell they are: Design your mobile emails to be easily clickable. Understand why you are integrating email with social – don’t do it just because you think you should. Optimise your current triggered email programme before adding new triggers to your programme. For more valuable insights from email marketing experts, join us at the virtual International Email Marketing Summit on November 15th – held at Your Desk. I hope that's useful, here is the …

Presenting content based on sensory preferences in your email campaigns

We all have our preferred way of communicating: some people prefer to talk, some prefer to write, others prefer to touch or being hands-on. I remember when I was training to be a Primary Teacher, we learn't how young children learned by touch – hence all the tactile based exercises you did in your first few years at school. Furthermore, I used to observe the children’s reactions when sitting down to read them a story, they would all clamber in close hoping to be able to touch the fabric on my dress or skirt. On the days that I wore silky soft fabric, I noted that I always received a lot more ‘you look beautiful today Miss’ comments from my lovely little six year olds. So, taking a note or two from the four main learning styles, which are used by presenters,…

Kath Pay interviews Dela Quist about why he thinks "more is more"

Hands up those who have always been told that “less is more” when it comes to sending emails? Well I had the opportunity to interview the often-controversial Dela Quist of Alchemy Worx to ask his thoughts on the “how much is too much?” question that vexes email marketing, or, as he sees it, “how little is too little”? Of course, this advice comes with a disclaimer – commonsense needs to be used and as Dela puts it ‘Muppets’ shouldn’t be following this advice dogmatically without the input of logic and commonsense. But none of us are Muppets are we? It’s a matter of applying Dela’s advice to your database, watching the results and determining the correct frequency based on the response of your database – Have conversions increased? Has it helped you to meet your KPI’s?…

7 Tips for more effective mobile emails

Email and mobile together are already functioning as a team, whether we as marketers want them to or not. The customers and consumers have voted with their usage. They’re not sitting around waiting for marketers to get their act together, but as I write this between 20-60% of your database will be reading your marketing emails on their mobile device. If designed and planned well, email and mobile together, will, in the forthcoming years, form a formidable marketing force. So marketers, a question: Will you be leading the way and profiting from your competitors lack of preparedness? Or will your competitors be profiting from yours?


Many marketers get stuck here and go no further. In no way am I trying to minimize the challenges that lay ahead for a marketer to optimise the mobile email journey – however they are certainly not as insurmountable as they…

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