All posts by Kath Pay

Kath lives and breathes email marketing and is one of the World’s Top 50 Email Marketing Influencers (Vocus, 2014). She devotes her time to developlng customer-centric ecommerce & B2B journeys using a holistic, multi-channel approach. Kath is recognised as the UK’s leading Email Marketer and heads up training for Econsultancy on Personalisation and Email Marketing. You can follow Kath on Twitter and connect on LinkedIn.

Interactive, creative and innovative emails to inspire your 2017 email marketing.

Email marketing consistently ranks as one of the most effective marketing channels in terms of ROI. But to stand out in a crowded field you need to optimise for device, utilise the latest technology, and have compelling creative. Without any of this crucial trio your email will fall flat. It's all very well telling marketers they need to use dynamic email with creative designs and attention grabbing copy, but it's very different to actually produce it. Often the best way to get inspiration for your own campaign is to see examples of effective email campaigns that you can draw upon. That's way we're giving you 6 examples of creative and effective dynamic content emails to inspire you in 2017.

1. Knomo - Scalable design for mobile optimization

As you can see from the desktop and mobile versions of this email from Knomo, by…

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 using Email marketing to engage our audience. The opinions in this article focus on email marketing. A common theme is that during the process of optimisation 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 we asked three of our expert speakers from our email marketing 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, gives us his…

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. [si_guide_block id="68716" title="Access Expert Member resource – Lead capture and audience profiling module" description="In this topic we’ll give you a structure to review and improve the types of insight you collect which will enable you to develop more relevant web and email personalisation to encourage conversion to sale."/] 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…

CONVERT: Achieving the final conversion on the landing page

This post is the final in a 3 part series (read Part 1 and Part 2 here) of articles addressing how to effectively increase your email marketing conversions – looking at the third and final step in this process. When planning their email campaign, too many email marketers only plan for the first 2 conversions steps, however, the landing page/website/product page is the point where the final conversion happens. No matter how successful we are at conversion steps #1 and #2 if we fail at the point of conversion then we have failed. I regularly quiz email marketers as to their KPI’s and the majority inform me that they’re rewarded on conversions (Step #3) – not on opens (Step #1) nor on clicks (Step #2). This article looks at the conversion part of the process and how to make sure you don’t throw…

Examples and best practices for converting your subscribers to click and take action

Continuing my 3-part series on increasing email marketing conversions - Open > Click > Convert, in this post we’re looking at the second step in this process. This step is the most obvious one you'll want to acheive and often most resource and attention is given to it and if we fail at this step, then we will also fail at achieving our final conversion. The conversion we hope to gain at this step is to drive them to the landing page, where the final conversion takes place.

Leverage the strengths of email and minimise its weaknesses

The aim is not to keep the readers engaged with your email and reading it at length in the inbox, but to convert them to the next stage – the landing…

Converting your subscribers to open and read the email

There are 3 key steps to increasing email marketing conversions and it’s necessary to get each of them right as they can all impact (either positively or negatively) the success of your email marketing campaign. All too often when we talk about email marketing we simply consider the email, however, email marketing is much more than that. There is a 3 step process to achieving conversions within email marketing and all 3 steps are as impactful as each other – so be sure not to neglect any of them! This article is part 1 in a series of 3 covering each step 1 - you can read part 2 and part 3 here.  

Step 1: Email Opens

Yes, this first step is an obvious…

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 emails For 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…

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