Email & Beyond

Join Richard Wall, Marketing Campaign Manager at Spotler UK, and Kate Barrett, Founder and CEO of e-focus Marketing, as they dive deep into the world of email marketing myths.  In this episode of "Email and Beyond," they dismantle common misconceptions surrounding email marketing and shed light on the strategies that truly work. Tune in for a myth-busting journey that will reshape your perspective on email marketing. The misconception that "Email Marketing is Dead" and why it's about using email in the right way. The evolution from batch and blast to personalised, relevant content. The value of email as a channel you own, contrasting it with the unpredictability of social media platforms. The myth of frequency being the leading cause of unsubscribes and the importance of content quality. Breaking down the myth that you can't send emails without opt-ins, especially in the B2B context. Subject lines: Debunking the myth that they are the sole determinants of open rates and emphasizing the role of trust and relationship-building. Listen in and gain valuable insights that will reshape your email marketing strategies for success!

Join Kate Barrett, Founder and CEO e-Focus Marketing, and Richard Wall, Campaign Manager for Spotler UK, in this engaging episode of "Email and Beyond." Discover how to seamlessly connect email with SMS, WhatsApp, and ad retargeting, turning them into automated besties that amplify each other's impact. Delve into the B2B and B2C perspectives on using these channels together, exploring the do's and don'ts, the pitfalls of unsolicited messages, and the art of crafting a holistic customer journey. From the delicate balance of frequency to the challenges of attribution modelling, Kate and Richard share insights and actionable tips to level up your multichannel marketing game. Exploring the B2B Perspective: SMS for live events and the nuanced use of channels. The Intricacies of Unsolicited Messages: The impact of WhatsApp outreach and navigating personal spaces. B2C Success Stories: Leveraging SMS for customer service and learning from a brand's testing experience. Crafting a Harmonious Multichannel Strategy: The importance of planning, testing, and understanding your audience. The Challenge of Attribution: Unravelling the complexities of measuring touchpoint effectiveness without a comprehensive model. In-Store vs. Online Dynamics: Bridging the gap between physical and digital customer interactions for a cohesive brand experience. Tune in to gain actionable insights and elevate your marketing approach by harnessing the collective power of email, SMS, WhatsApp, and ad retargeting!

Welcome to the Email and Beyond Podcast with Kate Barrett, founder and CEO of eFocus Marketing, and Richard Wall, marketing campaign manager for Spotler UK. In this episode, they dive deep into the often misunderstood Gmail Promotions Tab.  Contrary to common perceptions, the promotions tab is not the enemy but an integral part of the inbox. Listen in to discover how you can leverage this space strategically and stand out amidst the competition. Demystifying the Promotions Tab: Understand why the promotions tab is not a hindrance but a valuable space for marketers. Strategic Approach: Explore the hosts' insights on embracing the promotions tab strategically, rather than viewing it as an obstacle. Gmail Annotations and Product Carousels: Learn about Gmail's tools, including annotations and product carousels, that can make your emails stand out in the promotions tab. Building Trust: Discover the importance of building trust in the inbox and how elements like BIMI and clear branding contribute to it. Audience-Centric Strategy: Explore the significance of tailoring your approach based on the preferences and behaviours of your Gmail-using audience. Segmentation and Deliverability: Understand the need to segment your audience based on email providers and how it ties into overall deliverability. Tune in to gain valuable insights that will transform the way you perceive and utilise the Gmail Promotions Tab for effective email marketing. Google Annotations: As Kate explains in the episode, Gmail includes the option to display the details of your offer inside the inbox. Here's how to get started: https://developers.google.com/gmail/promotab/overview

Ready to elevate your B2B email marketing game? In this power-packed episode, Kate Barrett, Founder and CEO e-Focus Marketing, and Richard Wall, Campaign Manager for Spotler UK, dive deep into the world of email automation, unlocking the secrets to transform your campaigns and boost engagement. Join them as they share their insights, strategies, and real-world examples to supercharge your B2B email marketing efforts.   Listen in, and you'll discover:   Personalisation Mastery: Explore how to craft hyper-personalised email experiences that resonate with your B2B audience, driving higher open rates and conversions.   Automation Unleashed: Learn the top automation tools and techniques that can streamline your email marketing workflow, saving time and resources while maximizing results.   Data-Driven Decision-Making: Harness the power of analytics to make informed decisions. Discover key metrics, tracking methods, and how to interpret data for continuous improvement in your B2B email marketing strategy.   Whether you're a seasoned marketer or just starting in the B2B email marketing landscape, this episode is packed with actionable insights to propel your campaigns to new heights.

Join Richard Wall, Campaign Marketing Manager at Spotler UK, and Kate Barrett, Founder and CEO of e-Focus Marketing, as they dive deep into the world of RFM modelling. In this episode of "Email and Beyond," they explore the relevance of RFM analysis in today's marketing landscape, debunking the myth that it's outdated. Discover how RFM (Recency, Frequency, Monetary value) can revolutionise your approach to audience segmentation and transform your marketing strategy.  Don't miss out on the actionable insights that can reshape the way you connect with your audience. What is RFM Modeling? Understanding the core principles. Debunking the myth: Is RFM dead or still a vital marketing tool? The evolution from RFM to E RFM and beyond. Overcoming challenges: Why some perceive RFM as outdated. Unleashing the potential: Layering engagement data for deeper segmentation. Practical applications: Using RFM beyond email marketing. The case for personalised strategies: Tailoring content based on RFM segments. Avoiding the extremes: Overuse vs. underuse of RFM in marketing. RFM in B2B: Adapting the model for lead scoring and business contexts. Actionable steps: How to get started with RFM modelling and optimise your campaigns. Tune in to explore the untapped potential of RFM modelling and reshape your marketing strategies for maximum impact!  

Join Kate Barrett, founder and CEO of eFocus Marketing, and Richard Wall, marketing campaign manager for Spotler UK, in a candid therapy session as they explore the email marketing frustrations and pet peeves that need to be banished to Room 101. In this episode, they dissect common practices that drive marketers crazy, sharing insights and anecdotes. From the mindless "just send another email" approach to the cringe-worthy use of terms like "newsletters" and "eblasts," they unravel the intricacies of effective email strategies.  Tune in for a therapeutic discussion that promises laughs, insights, and a fresh perspective on email marketing. The "just send another email" mentality The pitfalls of generic newsletters and eblasts Emotional appeals like "We miss you" in B2B marketing The importance of understanding and segmenting your audience Overcoming the myth that an ESP controls your deliverability

Dive into the fascinating world beyond email marketing as Kate Barrett, founder and CEO of eFocus Marketing, and Richard Wall, marketing campaign manager for Spotler UK, explore the intricacies of data – a crucial aspect that shapes effective marketing strategies. In this episode, they unravel the layers of zero-party data, first-party data, second-party data, and the enigmatic third-party data.  Get ready for insights that go beyond the buzzwords, providing clarity on how each type of data plays a role in acquiring, understanding, and retaining customers. Discover the legal and ethical considerations, and learn why it's essential to use data responsibly. Join them in this exploration of the data landscape, where every piece of information tells a story. Explore the depths beyond email marketing, and discover the key to leveraging data for strategic success: What is Zero-Party Data?: Delve into the core principles and significance of zero-party data, unravelling its essence for businesses. The Power of First-Party Data: Explore the robust capabilities of first-party data, encompassing its diverse sources and the unparalleled insights it can provide. Second-Party Data Partnerships: Navigate the intricacies of second-party data by examining collaborative partnerships and understanding how they contribute to data strategies. Third-Party Data Nuances: Decipher the complexities surrounding third-party data, acknowledging its nuances and addressing the challenges associated with its utilization. Legal and Ethical Data Use: Investigate the legal and ethical considerations surrounding the utilisation of different types of data, ensuring a responsible and compliant approach. Data's Role in Customer Journey: Analyse the pivotal role of data in shaping the customer journey and influencing omni-channel strategies, emphasizing its impact on overall business success.

Join Kate Barrett, founder and CEO of eFocus Marketing, and Richard Wall, marketing campaign manager for Spotler UK, in this episode of "Email and Beyond," where they delve into the essential automations that can skyrocket e-commerce businesses' conversion rates.  From abandoned baskets to strategic welcome series, discover the power of targeted messaging and customer-centric strategies. Listen in, and you'll uncover actionable insights to enhance your email marketing game. Abandoned Basket Strategies: Explore the significance of abandoned basket automations and why a series is more effective than a single email. Crafting a Strategic Welcome Series: Understand the critical role of welcome series in the first 30 days, including personalised messaging and behavioural tracking for optimal results. Layering Data for Targeting Success: Learn how to leverage zero and first-party data to tailor your messages, considering factors like customer history, preferences, and the timing of interactions.

Join Richard Wall, Marketing Campaign Manager at Spotler UK, and Kate Barrett, CEO of eFocus Marketing, in this insightful episode of the "Email and Beyond" Marketing Podcast.  The discussion delves into the intricacies of bringing empathy into email marketing, especially during sensitive seasons like Mother's Day.  Listen in to discover: The Importance of Empathy in Email Marketing: Explore the significance of recognising the human experience behind events and the impact of marketing messages during sensitive times. Segmentation Strategies for Sensitive Seasons: Learn practical approaches to segmenting your audience, offering them choices, and respecting their preferences during emotionally charged periods. Balancing Empathy with Marketing Goals: Understand how brands can maintain a balance between being empathetic and achieving their marketing objectives, particularly during occasions like Mother's Day. Consistency and Value in Campaigns: Uncover the key role of consistency and delivering genuine value to build trust with your audience, ensuring your brand remains a reliable and understanding presence. Tune in for valuable insights that go beyond conventional email marketing practices, providing a roadmap for crafting empathetic and effective campaigns during emotionally nuanced seasons.

In this episode of Email and Beyond, Richard Wall, Marketing Campaign Manager for Spotler UK, welcomes special guest Kris White, Senior Marketing Manager at CloserStill Media. Join the conversation as Kris shares his experience in transforming Tech Show London's email strategy, making it smarter and more effective. Discover the challenges faced, strategies employed, and the remarkable results achieved, including a 77% increase in registrations and a record-breaking attendance. Tune in to explore the secrets behind a successful event marketing campaign. The challenges faced by Tech Show London in restoring its former glory post-COVID. Strategies for increasing both the quantity and seniority of event attendees. The importance of segmenting data and developing targeted email campaigns. Building customer journeys for different audience segments. The role of post-show content in maintaining audience engagement. Balancing the needs of exhibitors and attendees in the email marketing strategy. Finding the right pricing strategy for events and its impact on attendance. Remarkable results: 77% increase in registrations, 167% more attendees, and a boosted Net Promoter Score. Navigating the constant challenge of keeping event experiences valuable and exclusive. Listen in and gain insights into the world of event marketing, as Kris White takes you behind the scenes of Tech Show London's email transformation journey.