Struggling to get results with your email marketing? Tried all the tactics but not getting the sales you want? Then let's hear about holistic email marketing - Kath Pay is here to share all her best-kept secrets...
And you'll want to hear them all!
SOME EPISODE HIGHLIGHTS:
(2:30) Two lies a truth. Did Kath really get sunburnt from falling asleep in the garden?
(4:05) What is customer centricity?
(7:14) Why focus on the customer journey?
(9:00) How email impacts sales on other channels.
(13:04) Why you should name things for what they are!
(14:40) How being customer-centric changes how you write your content.
(15:40) Why you always need to convert facts into benefits.
(17:30) The reason behind the names of our email campaigns.
(19:00) How to create an email marketing strategy for your business.
(22:25) Subject line of the week with Kath Pay.
What is customer-centricity?
Kath Pay has 23 years of experience in email marketing and is the author of the fantastic book, "Holistic Email Marketing: A practical philosophy to revolutionise your business and delight your customers." In this mega interesting interview, Kath told us all about customer-centric email marketing.
The phrase might sound scary, but all it means is having the customer at the heart of your email programme. Your customer has to be top of mind at all times!
When doing email marketing, however, a lot of businesses tend to become very brand-centric - we focus on what we want to say to our customers and on what we want them to do. But according to Kath, we should be flipping things around.
Start from the customer. Why are they on your list? What did we promise them when they signed up? What is going to be meaningful to them?
As a brand, we have an objective, and that's generally to sell. But our subscribers have one too - they have a reason for being on your list. So how can you deliver on your promise and help them achieve that objective?
This thing about goals is like a double-sided coin. On the one side, you have your business goal. On the other side, you have your subscribers' goals. So instead of approaching email marketing with your own agenda and focusing on selling and pushing, walk to the other side of the coin. Grab your customers by the figurative hands and work out how you're going to help them achieve their objective. And by default, you'll achieve yours too.
Awesome, right?
Why do you need a holistic approach to email marketing?
When we run our businesses we tend to focus on the various channels (organic search, PPC, social media, etc.). Then we try and get the channels to talk to each other and connect. But really, the angle we should be considering instead is how to help our customers throughout their journey.
Ask yourself - what channels are going to be best at what particular points? Having a holistic approach to email marketing means focusing on the customer journey, not the channels.
Kath shared a story about a client who noticed an unexplained dip in sales in one of their channels on a particular day. After further investigation, it turned out the dip was due to an email not being sent out on that day. And that impacted sales in other channels! This proves that email marketing doesn't act in isolation - email pushes conversion in other channels.
Customer-centric email marketing in action
Ready to switch to customer-centric email marketing? Then the first thing you want to do is to start calling things for what they are. For example, your welcome sequence does a lot more than just welcoming your subscribers. It's also about onboarding and nurturing. So why not refer to your welcome sequence as your 'First Purchase Programme'...
