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Kath Pay's Archives

Kath Pay

Kath lives and breathes email marketing and is recognized as one of the UK’s leading email marketers. As CEO of Holistic Email Marketing, she devotes her time to developlng customer-centric e-commerce journeys using a holistic, multi-channel approach. A thought leader and industry veteran of over 18 years, Kath is a regular author, expert contributor, international conference speaker, and trainer.

Growth Marketing

4 Overlooked (but Valuable) E-Commerce Segments to Target

Once you master the basics of personalization, you can use your data to identify customer segments who frequently get overlooked in standard segmentation models and then create messages or programs to appeal to them. This more sophisticated messaging strategy serves two purposes: First, these targeted messages will be even more relevant and useful to these...

Cross-Channel

Personalization: It’s Both an Art and a Science

As marketers, we focus almost exclusively on the science of personalization—gathering the data, setting up segments and triggers, figuring out the mechanics of automating emails, creating and testing the email content and coordinating with other channels to create an omni-channel approach. We aren’t as well versed in the art of personalization—the ideas and practices that...

Cross-Channel

3 Steps to Put Marketing Back Into Omni-Channel Marketing

The joy of omni-channel marketing is that it gives us many opportunities to connect with customers all along their journeys with our brands. Too often, though, we focus on the channels themselves and not on the strategies that drive the way we use those channels to achieve our marketing and business objectives. Even with technology...