Email & Beyond

Revolutionise Your B2B Email Marketing: Top 3 Automation Strategies for Success!

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.

Decoding Customer Signals: The Power of RFM Marketing Mastery

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and Beyond," they explore the relevance of RFM analysis in today's marketing landscape, debunking the myth that it's outdated.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Overcoming challenges: Why some perceive RFM as outdated.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!
 

Email Marketing Room 101: Unveiling the Industry's Pain Points & Myths

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

Decoding Zero and First-Party Data: A Journey Through Customer Insights

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.

Unlocking E-commerce Success: Top 3 Automations Every Business Needs

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.

Empathy-Driven Email Marketing: Navigating Sensitive Seasons

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.

Unlocking Event Success: Transforming your Email Strategy & Increasing Registrations by 77% with Tech Show London

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.

Unlocking the Power of AI in Email Marketing: Strategies, Pitfalls, and Real-world Insights

Dive into the dynamic world of email marketing as we explore the transformative impact of Artificial Intelligence (AI) in our latest podcast episode.
In this conversation, Kate Barrett, founder and CEO of eFocus Marketing, and Richard Wall, marketing campaign manager for Spotler UK, discuss the nuances of leveraging AI to supercharge your email campaigns, sharing practical insights and strategic approaches.
From the platforms they use to the tactical implementation of AI in split testing, they unravel the good, the bad, and the ugly of AI in email marketing.
Join them as they discover the keys to unlocking the true potential of AI in your email marketing journey - how AI can enhance your subject lines, refine copy across channels, and ultimately make us better marketers and communicators
Platforms for AI in Marketing Campaigns: Exploring the early stages of the AI journey and the platforms used.
The Power of ChatGPT: Insights into utilising ChatGPT for generating email content and overcoming challenges.
Strategic Split Testing: Delving into the tactical use of AI for split testing subject lines and refining email content.
Crafting Effective Testing Hypotheses: Understanding the importance of having a strong hypothesis for testing and achieving meaningful results.
The Use of AI Beyond Subject Lines: Uncovering the multifaceted applications of AI, from refining headlines to generating social media content.
Improving Human Communication: How AI can serve as a tool to enhance human communication, making us better marketers and leaders.
Tune in to explore the limitless possibilities of AI in email marketing, and learn how it can propel your campaigns to new heights!

Strategic Insights for 2024: Navigating Email Marketing Trends and Beyond

In this episode of "Email and Beyond," hosts Kate Barrett and Richard Wall delve into key strategies for marketers in 2024. 
Listen/watch and discover their thoughts on…
Strategic Planning for 2024: Explore the hosts' insights on the importance of strategic planning in the ever-evolving landscape of email marketing and beyond.
Focusing on Audience Understanding: Learn how understanding your audience on a deeper level is crucial, including insights into personalisation, ethical data usage, and the human aspect behind the data.
Metrics Beyond Traditional Measures: Discover the hosts' perspective on moving beyond conventional metrics like open rates and clicks, emphasising the need for tailored metrics that align with specific goals, whether in acquisition or retention.