Holistic Email Marketing: A practical philosophy to revolutionise your business and delight your customers

by Kath Pay

Overview

Highly Commended in the Sales & Marketing category of the 2021 Business Book Awards.

It’s time to put the ‘marketing’ back into email marketing.

Adopting a holistic approach to email marketing will help you break through barriers, serve your customers better and drive stronger results for your company.

Holistic Email Marketing is a reliable source of up-to-date, practical guidance, inspiration and thought leadership to make your email marketing programmes dynamic. This book will enable you to:

• Develop strategies and tactics that will make you a better email marketer

• Craft email messages that your customers will love and act on

• Achieve your goals by using ‘Helpful Marketing’

• Apply a scientific method to testing and marketing to reduce waste and learn what works

Product Details

ISBN-13:	9781781334911
Publisher:	Rethink Press
Publication date:	11/13/2020
Pages:	296
Product dimensions:	5.50(w) x 8.50(h) x 0.62(d)

About the Author

Kath Pay is a ground-breaking speaker and trainer in the art and science of email marketing. With more than two decades’ experience, she puts her knowledge into practice as founder and CEO of Holistic Email Marketing. Kath won the ANA/EEC Email Marketing Thought Leader Award for 2021.

Learn more at www.holisticemailmarketing.com

Table of Contents

Foreword

Preface

Introduction

Technology isn’t enough

Innovate your mindset to reimagine your marketing

Email norms, fears and bad practices

Bring innovation – and marketing – back into email marketing

Eight principles to elevate email marketing

1 Bring Marketing Back Into Email Marketing

Email marketing – a new vision

Why do we need to bring marketing back into email marketing?

Refocus on email goals and strategies

We need to raise our push game

Persuasion techniques, architecture and psychology

Examples of persuasion throughout the customer journey

The role of empathy in today’s email marketing

2 Successful Email Marketing Requires A Strategy-and-service Mindset

Lead with strategy, not technology

Strategy first

Customer service is the marketing mindset

Three steps to creating your strategy

Six tips on choosing an email vendor

3 Metrics And Measurement

Metrics 101

Two kinds of metrics

Analytics in action

Eight metrics that go beyond the basics

Measuring beyond the email

Measuring success doesn’t end with campaigns or clicks

What’s the most important metric?

4 Grow And Retain A High-performance Email List

Why permission matters so much

Permission basics

Marketing your email programme with the 3 Vs 1

Twenty opt-in locations

Make the most of your acquisition budget

Four ways to win prime homepage real estate

Keep the momentum going after opt-in

Don’t neglect the unsubscribe

5 The Three Steps To Conversion

How email choices influence the outcomes

Understanding deliverability

Step 1: convert to open

Step 2: convert to click

Step 3: convert to objective

6 Holistic Testing And Optimisation

A firm testing foundation

A guide to Holistic Testing

Eleven steps to set up a Holistic Testing plan

Testing in automated email programmes

7 The Art And Science Of Personalisation

Email personalisation matters

Challenges of personalisation

Getting started with personalisation

A step-by-step guide to identifying helpful segments using common challenges

Overt versus covert personalisation

Measuring personalisation strategy and tactics

8 Lifecycle Marketing Brings Everything Together

Making the case for lifecycle marketing

Lifecycle marketing to achieve marketing goals

Fourteen popular lifecycle marketing programmes

Two success methods for lifecycle marketing

Afterword

Glossary

Endnotes

Acknowledgements

The Author

Editorial Reviews

‘Kath’s immense marketing knowledge combined with her limitless passion for email has always made her a trailblazer. I’m surprised that it has taken her this long to write a book, but it was worth the wait.’

Skip Fidura, speaker, author, expert

‘Kath Pay is an expert in email marketing, but it is not the twenty+ years’ experience or her ability to stay ahead of the game which puts her in this category. It is her unique no-nonsense approach, her understanding of the why and the what. She does not get sidelined by the latest technology or quick-fix approaches; instead, her holistic approach to email marketing and business strategy means the results speak for themselves. I would recommend you read this long-awaited book, trust what it says and make time to review what you are doing, change your mindset and your approach, and reap the benefits that a well-thought-out and implemented email strategy will bring.’

Sara Watts, business owner, DMA Council chair and futurist

‘Kath’s book delivers comprehensive and authoritative information and advice. It’s an inclusive read that can help CRM marketers improve the performance of their programmes and help them succeed in today’s challenging digital environment.’

Saul Lopes, Head of CRM, Dixons Carphone

‘Kath Pay is a leading name in the email marketing space and the driving energy behind a number of “Aha!” moments for both novice and seasoned professionals. I am passionate about email marketing and innovation, and I found in each page of this book something useful to harmonise strategy, operations and technology in a way that works for large and small organisations alike. Every chapter is actionable, inspiring a new thought process, ready to guide marketers on a much-needed holistic customer journey.’

Lea Palomba, Marketing Communications and Operations, formerly eBay Global Marketing Operations

‘All of us, at one time or another, look around for help in crafting, refining and building our business. In the email space, there are literally a handful of the top minds and thought leaders across the globe. Any list would be grossly negligent and without merit if it did not have Kath Pay at the top. Her insights, mindfulness and creativity put her in that very short and exclusive list because Kath embodies what’s best in digital marketing. Over and over again, digital marketers have turned to Kath because of her leadership, ideas and ground-breaking strategies and now, with Holistic Email Marketing: A practical philosophy to revolutionise your business and delight your customers, marketers can learn from real world examples and enact the advice from an industry pro. From speaker, columnist, contributor and now author, Kath’s contribution to this space and the people in it is unmatched.’

Ryan Phelan, industry veteran

‘Kath has worked super hard to develop her expertise and perspective on the email marketing space. She has a breadth of insight and a well-balanced view of how marketers can make the most of their people, processes and technologies for email, and now with Holistic Email Marketing: A practical philosophy to revolutionise your business and delight your customers, she’s sharing her expert knowledge with the world. I’ve long admired how someone with such a tenure in the industry can find new and compelling ways to improve on the practices handed down for decades, and this book is full of new ideas and approaches for marketers to adopt.’

David Baker, industry veteran, consultant

‘I’ve observed Kath over the years as she’s developed into one of the top thought leaders in email marketing. With this book, she has combined everything she has learned and shared about email over the last twenty years with new insights and viewpoints that will help email continue to evolve as a key channel for driving revenue and engagement.’

Loren McDonald, Email Veteran, Marketing Strategist

From the Publisher