It’s our pleasure to be joined by Gyula Nemeth co-founder at Chamaileon and EDMdesigner, for this week’s episode.   Today’s topic is one for all the diehard email geeks out there! We’re going into the coding of your emails today and some of the issues you may encounter when creating your campaigns and ensuring they render correctly in all email clients. It’s absolutely critical you make sure that your emails are built correctly so that they are able to do their job and engage your audience. This covers everything from making sure that they display on mobile devices in a different way from your desktop or webmail version so that they are easy to interact with in all instances, for example,  through to ensuring that the code you use is read and followed by the different mailbox providers you’re sending to.   Join Gyula & Kate as they talk all things email code and rendering: The differences between email clients and rendering engines Your code and what different providers support Considerations for Outlook (desktop) – the bain of an email marketers life! What you need to be aware of when importing that code into your ESP 

E-telligence

E-telligence 026 - E-telligence Masterclass – Code Breaker! Overcome coding issues and create render-perfect emails – Gyula Nemeth

E-telligence 025 - E-telligence Masterclass - Chloe Thomas

Welcome to another episode of E-telligence. Today we’re bringing you a really interesting episode all about AMP and creating interactive email.   It’s my pleasure to be joined by April Mullen to talk about the practical application of AMP into our strategies and how it can help transform the interactions we have with subscribers.   In episode 10 of this podcast, we spoke to Jay Oram from Action Rocket about Interactive email design and he gave some fantastic tips and code to start really digging in to that for your business in our show notes (you can find that at https://e-focusmarketing.com/podcast/episode10/) and we mentioned AMP briefly, but In today’s episode we talk more about the promise of AMP (and interactive email) and what this means for marketers.     AMP is the acronym for Accelerated Mobile Pages, a mobile-friendly framework for website developing. The AMP project is pretty new; announced by Google in 2015 the first AMP pages appeared in February 2016. And now it’s available in email! Having started as a Google project, its now opensource and we’re seeing other mailbox providers picking it up – including Microsoft and Yahoo! The whole point of AMP is to change the static to the dynamic – to provide a mini website experience right there within your inbox; in theory making it easier, faster, more intuitive for subscribers to take an action and engage with your messaging.   For example, instead of receiving email notifications when someone is mentioned in a Google Docs comment, they can just see an up-to-date comment thread right within Gmail. They can then simply reply or resolve a comment without ever leaving Gmail or the email itself. Many companies like Booking.com, Despegar, Doodle, Ecwid, Freshworks, Nexxt, OYO Rooms, Pinterest and redBus, have already started to use dynamic email “to make their emails more actionable and relevant.” And that’s ultimately what we are aiming for. Ease of action and specific to that 1 person. Sending the right message, to the right person, at the right time (through the right channel of course).   Join April and I to discover…   The possibilities and opportunities using AMP brings How AMP for email will change the role of email marketer The challenges we foresee for AMP Potential use cases for AMP and a real life example How you can get started  

E-telligence 024 - E-telligence Masterclass: How AMP can transform interactions with subscribers - April Mullen

For this episode of the E-telligence Masterclass, we’re going to talk about the growing role of Artificial Intelligence (AI) and it’s place in our marketing and  email marketing strategies. And it’s my absolute pleasure to welcome Victoria Peppiat  – Co-founder and COO of Phrasee, which empowers brands with the most advanced AI-Powered Copywriting technology. to join me in this discussion today! AI is the buzzword of the moment!   But how many of us actually know what it is and how we can use it in our marketing to improve our results and make better connections with our audience? A study by Vitreous World based on a survey among global marketers confirmed that many don’t!   67% don’t fully understand how to make the most of AI to deliver results.    68% think AI has become a buzzword that marketers don’t really understand.   70% say they don’t use it, and a further 8% don’t know if they do or not.    67% don’t know how to evaluate the different AI technologies available to their businesses.     I’m always talking about being customer centric and using the right tone, wording, phrasing, content, product recommendations, content recommendations and generally meeting the needs of your customers, surprising and delighting them and actually going above and beyond to start to anticipate their needs before they even know they have them! But many people haven’t yet fully started to explore how technology and machines can better help us to do that – and you are certainly an expert when it comes to that.   According to Microsoft research (‘Maximising the AI opportunity’), organizstions already on the AI journey are outperforming other organisations by 5% on factors like productivity, performance, and business outcomes.   Join Victoria and I for a riveting conversation about..   What AI is (hint: it’s not robots taking over the world) and the difference between general and narrow AI How to define the use case and determine exactly how we want to use AI for in our strategy How we define how and where AI might enhance marketing performance The importance of people in AI How can we get it right and, importantly, at scale using AI without compromising on the quality of the content or your brand voice? Ethical marketing using AI and why its so important 5 steps to get started with AI and gain a competitive edge   Don’t forget to subscribe to the podcast on iTunes, Spotify or whichever podcast provider you’re listening through, follow us on Youtube for more video-based content and find eFocus Marketing on all the socials.

E-telligence 022 - E-telligence Masterclass – AI – the fact, fiction and how to get ahead in the new world order - Victoria Peppiatt

Changing the email marketing status quo – how to win friends and influence people with your email marketing. Today we’re going to talk about changing the status-quo around email marketing and it’s my absolute pleasure to welcome Mark Ash – CEO of Pure360 to join me in this discussion today! Pure360 are the sponsors of the DMA’s most recent reports: the Marketer Tracker (released in March) and the Consumer Tracker (released in January) so we will be referring to some of the stats from those in this episode – if you don’t already have a copy, head over to the Pure360 website and download them – we’ll add the links into the full show notes for you which can be found at https://e-focusmarketing.com/podcast/episode20/   These reports both highlight some of the key challenges and trends marketers experience when it comes to creating good email marketing campaigns. And the world is changing. We have to make sure that our strategies and how we implement these into our daily campaigns is adapting and changing too – otherwise, email as whole wont die, but your results are going to see a steady decline. And we don’t want that! Having a customer centric approach to your email marketing is absolutely vital. And this means understanding what your customers want as well as how and when you can deliver this to them in a way that’s going to truly connect. Especially when we have times like we’ve seen this year with the global Covid-19 pandemic, but just in day to day life as well. Being human, is key to good email marketing.   Join Mark and I for this episode and discover:   Why there is still a difference between what marketers think vs. what consumers want How to communicate with senior leadership better in order to get buy in for your email marketing in the future (resources, support and learning opportunities) Some of the key considerations we need to have when it comes to the new way of interacting with subscribers Why data is at the heart of everything that you want to do and how you can use it to better understand your subscribers at a human level Why we need to move from a product-led approach to a customer-led approach and how you can do that in your business How you can overcome the challenge of technology when it comes to the successful execution of your email marketing campaigns The need to change the way we view metrics to evaluate ongoing success 

E-telligence 020 - E-telligence Masterclass – Pure 360 – Mark Ash

Today on the E-telligence podcast I wanted to talk about your known data and how you go about collecting and updating it in your business so that you can better get to know your subscribers.   In episode 16 we looked at your data pyramid and conducting a data audit (check it out here: e-focusmarketing.com/etelligence/episode16) and at the base of the pyramid and the foundation to your email marketing data is ‘Known Data’.   Listen in to this episode with Kate Barrett and you’ll learn about…   A quick recap of the five main types of data in your data pyramid, 2 main options for collecting known data from your subscribers Tips to make the most of each collection opportunity     Thanks for listening!

E-telligence 019 - E-telligence Masterclass – Get to Know Your Subscribers

For this E-telligence Masterclass all about CRO, it’s my pleasure to welcome Tom Jepson from Footprint Digital as my guest!   CRO stands for Conversion Rate Optimisation it can make a massive difference to not only your email sign up rate but also the overall success of your campaigns and revenue.   Conversion Rate Optimisation is the process of finding out what works and what doesn’t in a specific area – for example on your PPC ads, landing pages, and for our purposes in email marketing, your sign-up forms. And of course, you can use the exact same principles within your email marketing campaigns too – everything is a test and learn opportunity to improve. It’s about learning why visitors to your website aren’t doing the things you want them to do and then improving elements to maximise the number of people who take your desired action. But don’t forget, Conversion rate optimisation is a process – there’s no quick fix. You need to methodically and strategically work through a series of well thought out options in order to find the best combination of elements for your business and situation.   So, for the purposes of this episode, we’re going to focus on your website and more specifically, your forms and email sign up forms and what we can do to optimise your opt in conversions. We’ll be discussing   Why CRO is so important Why you need to fight assumptions The 5 key phases of a successful CRO strategy What tools can be used to help you with your research, implementation and analysis Examples of elements on your sign-up form you can test   For all the links mentioned in this episode, visit our website for the full show notes and your FREE CRO CHEATSHEET DOWNLOAD > www.e-focusmarketing.com/podcast/episode18 

E-telligence 018 - E-telligence Masterclass – CRO – Boost Your Website Performance and Email Marketing Sign-Up Rate - Tom Jepson

Hi and welcome to another episode of E-telligence. Today I’m talking about sending the right message to the right person at the right time, through the right channel, by understanding your customer lifecycle.   Listen in with Kate Barrett and discover…   The 5 stages of the customer lifecycle How to treat your customers and prospects differently based on their current needs. (your aims, their key behaviours and examples for each stage) Conducting customer journey mapping for personas   Thanks for listening!  

E-telligence 017 - E-telligence Masterclass – Understanding the Customer Journey to Create a Customer Centric Email Marketing Programme

Hi and welcome to another episode of E-telligence. Today I wanted to talk about your data!   Having an in depth understanding of what data you have in your business, where it is, how it is used and why it’s collected is imperative to creating a solid email marketing strategy that WORKS! YOU need to take the power in your business and understand your data in order to drive your strategy forward and increase your results.   In this episode, I’ll explore The five main types of data in your data pyramid (there’s a picture on the full show notes online – head to e-focusmarketing.com/etelligence/episode16 )   Using Artificial Intelligence (AI) to make it easier to spot trends, understand correlations and help you serve content which meets a need the subscriber didn’t even know they had yet How to conduct a data audit to map your data dictionary   Thanks for listening!  

E-telligence 016 - E-telligence Masterclass – Understand your data, understand your subscribers – send better email!

For this episode of our E-telligence Masterclass, It’s my pleasure to welcome Guy Hanson from Validity (Retunr Path) as my guest!   In this episode we’re talking all about uncovering what our subscribers actually want from brands and the email marketing we’re sending – not just what we THINK they want! This conversation has come about not only because Guy was involved in the DMA’s 2020 Consumer Email Tracker Report sponsored by Pure360 (https://www.pure360.com/white-papers/dma-consumer-email-tracker-2020/), but also because this is a topic area that is often overlooked.   Many of us focus on creating our strategies around the messaging and offers that our companies want to put out there to our audiences but we often forget, or are forced to forget through lack of time, data and strategic insight, that each number in our audience is a real person, with real needs and real emotions.   In this episode Guy and I discuss the results of the latest DMA Marketer Tracker report: The impact of GDPR on the consumer and how they feel about marketing What consumers want from brands as that push to sign up At the opposite end of the scale, what’s driving unsubscribes and what do people expect from the process? How consumers are using email nowadays; and particularly the younger generations coming in – are we right that they’re still using email?! The kinds of content consumers want to receive via email The alternate interactions receiving an email likely to cause And much more!     For all the links mentioned in this episode, visit our website for the full show notes > www.e-focusmarketing.com/podcast/episode15 

E-telligence 015 - E-telligence Masterclass – What do consumers actually want from your brands email marketing? - Guy Hanson

Today’s it’s my pleasure to welcome John Thies as my guest on the show!   Today John and I are talking all about the pre-send process and making sure you have a solid QA process in place. QA stands for Quality Assurance and is essentially making sure that everything is right and as it should be before you hit the send button – something that for many marketers is still a source of great stress and worry each and every time! But a great QA process will help to alleviate some of that and give you the confidence in your campaigns. Now of course, that doesn’t mean that mistakes are never going to happen, we’re all human! But it will help to reduce the likelihood of them occurring. But, when they do, don’t panic! Just make sure you have a solid plan in place to deal with those mistakes.   All emails should go through a Quality Assurance (QA) process before being broadcast; This process not only needs to test and produce error-free emails but do it as quickly as possible.     In this episode John and I discuss…   What to do if you do make a mistake   Why its so important to have a solid QA process and what makes a good one?   Some of the important elements in a good QA process? You can also download our checklist here > https://e-focusmarketing.com/free-guides/pre-send-checklist/   How do you manage the process on your own and  when there’s multiple people involved?   Why you need to check every email nowadays and not just your main template   Is spam testing still a thing we need to worry about?!   Find more show notes and resources here: https://e-focusmarketing.com/podcast/episode14/  

E-telligence 014 - E-telligence Masterclass – Pre-preparing your emails for success: Optimising your QA process and email designs for engagement - John Thies

This month it’s my pleasure to welcome Gavin Laugenie as my guest on the show!   Today we’re talking all about omnichannel marketing – what is it, do we need to be thinking about it and how does email marketing fit in!   So let’s break it down and clarify what we mean by omnichannel to begin with.   Multichannel is where we are using lots of different marketing channels (SMS, social media, PPC, email, print etc.) at the same time, but independently of each other. Whereas omni channel is where we are using lots of different channels, but together, in conjunction with each other. With information feeding back and forth between each and informing the decisions of the other. So, your communication with a prospect or customer is inclusive of all activities.   But being able to do this rests of having the right data, in the right place to be able to join your messaging together. Which can be a challenge, that’s for sure, but if you get it right, omni channel marketing means the experience your customers and prospects have with your business is much better.   In this episode Gavin and I discuss…   Why having an omni channel strategy is important and how email marketing fits in to it in 2020?   If everyone be working towards an Omnichannel approach   Do companies risk the losing relevance if they don’t adopt an omnichannel strategy?   Examples of how omni channel marketing strategies work in practice   Some of the key considerations of implementing this into your business   Find more show notes and resources here: https://e-focusmarketing.com/podcast/episode13/  

E-telligence 013 - E-telligence Masterclass – Omni-Channel – Building a Cohesive Strategy with Email Marketing at it's Core - Gavin Laugenie

Today we’re talking all about attribution modelling. It’s such an important topic and something that so many businesses struggle with, and of course lots of different ways to approach it. So, for anyone who’s not sure, attribution modelling is the way in which you calculate which marketing touchpoint and channel has contributed to a sale and to what extent that contribution played a part. It’s absolutely vital to allow you to accurately decide which channels are worth you spending more budget on to acquire new customers and which are helping you retain repeat customers. But also, to let you know which channels aren’t working hard for your business.   During this episode, Skip and I explore:   Why attribution modelling is so important to understand and have a model that works for you What’s ‘wrong’ with our current approach to attribution modelling Some of the most common attribution models currently used A better way to approach attribution modelling to allow you to understand which channel you should actually spend your marketing budget on   Read skips blog here: https://www.skipfidura.live/blog Get your Attribution Modelling quick reference guide here: https://e-focusmarketing.com/podcast/episode12   I’ve got a load more fantastic content planned for you in 2020 so watch this space! And if there is a specific subject you’d like me to explore on the podcast or you simply want to reach out and say hi, or discuss how we can work together to sky rocket your email marketing email me at kate@e-focusmarketing.com   And don’t forget to subscribe to the podcast on iTunes, Spotify or whichever podcast provider you’re listening through, follow us on Youtube for more video-based content and find eFocus Marketing on all the socials.   Thanks for listening.

E-telligence 012 - E-telligence Masterclass – Attribution Modelling – Understand where to spend your marketing budget - Skip Fidura

“To find that psychological magic trick, you must embrace the idea that anything -- from consumer behavior to people’s perception of a product -- can be transformed, so long as you’re willing to think like an alchemist.”     We have a slightly longer E-telligence Masterclass episode for you today as we delve into the world of behavioural science and speak to the force that is Rory Sutherland from Ogilvy.   Rory is the Vice Chairman of Ogilvy, and co-founder of a behavioural science practice within the agency. Rory was previously a copywriter and creative director at Ogilvy for over 20 years, having joined as a graduate trainee in 1988. He has been President of the IPA, Chair of the Judges for the Direct Jury at Cannes, and has spoken at TED Global. He writes regular columns for the Spectator, Market Leader and Impact, and also occasional pieces for Wired. He is the author of two books: 'The Wiki Man' and his most recent title: 'Alchemy: The Surprising Power of Ideas That Don't Make Sense'.     In this episode, Rory and Kate chat about the power of truly understanding your customers and how this can impact your marketing (and email marketing). Some of the key takeaways from this episode include:   In order for marketing to work its full magic you have to have great creative, media and behavioural science in equal measure – get everything in alignment for marketing to work its magic to the full.   "40% of the success [of a direct campaign] will be attributable to the targeting. Maybe 20% to the creative. (These are merely averages - a really clever creative insight can have a huge effect.) And there was always 30% which was 'something else', it wasn't the targeting and it wasn't the creative."   How Uber uses behavioural science to its advantage Reducing the friction of completing an action, making it as easy as possible to do, is a key part of behavioural science… but sometimes you want to add friction to make an action seem worthwhile (counteract something being too good to be true) One of the reasons behavioural science is frustrating is that the opposite of a good idea can be a good idea – there are no completely hard and fast rules. As marketers always question what you’re doing – particularly the ‘obvious’ things as the opposite may actually be a better option! Be unafraid of questioning conventional logic to improve your results. Start at the end – if your Customer Experience is no good, there’s no point in doing great conversion work as people will only buy from you once. Get your experience right and then work on your conversions and THEN your advertising. Optimise the bottom of the funnel first otherwise you create desire without action. Figure out what your customers REAL problem is that they’re trying to solve and how is it impacting on their live – solve that. Pay attention to your copy and individual words (how you frame things and the way in which they’re put) – for example, there is a huge difference between saying we want your opinion and we want your advice; in terms of the engagement that will generate     Accompanying links:     The 300 million dollar button blog post: https://medium.com/uie-brain-sparks/the-300-million-button-76b566ae5f73 Rory’s books: 'The Wiki Man' (https://www.amazon.co.uk/Rory-Sutherland-Wiki-Man-SUTHERLAND/dp/0956437338/ref=sr_1_2?keywords=the+wiki+man&qid=1578328612&sr=8-2) and 'Alchemy: The Surprising Power of Ideas That Don't Make Sense' (https://www.amazon.co.uk/Alchemy-Surprising-Power-Ideas-Sense/dp/0753556502/ref=sr_1_1?keywords=the+wiki+man&qid=1578328612&sr=8-1) 

E-telligence 011 - E-telligence Masterclass – Rory Sutherland: The power of Behavioural Science in email marketing

E-telligence 010 - E-telligence Masterclass – Jay Oram - Action Rocket

Kate Barrett is the founder of eFocus Marketing (https://www.e-focusmarketing.com) – a specialist email marketing agency based in London providing consultancy, management and training services to companies around the world. Welcome to my brand-new podcast ‘E-telligence’!

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E-telligence

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