Kath Pay: “The future of email will be: real-time, personalised, automated and customer-centric”

Newsroom 17/09/2015 | 15:21

Kath Pay (UK), email marketing specialist, included in Top 50 Email Marketing Influencers according to Vocus, has confirmed her presence at TeCOMM-eCommerce Conference, October, 21-22, Cluj-Napoca. She will talk about how to “Learn the Art of Creating a Persuasive Purchase Journey”. Having collaborated with brands like Facebook, Marks and Spencer, Argos, Next, Jaeger, Mont Blanc, she is recognized as a leader and trainer in Econsultancy on Personalisation and e-mail marketing. Before the conference, she met with TeCOMM representatives to speak about marketing and being an influencer, training and the future of the domain.


How would you describe the world of Marketing nowadays?

Marketing, especially digital marketing has been evolving over the recent years. The old technique of simply contacting them/being visible is now longer enough. The consumers want more – they want to be recognized as individuals and they also want to have experiences – similar to those that we strive to provide them offline.In answer to the consumers changing requirements, both technology and marketers have responded by developing personalisation technology and strategies to addresses the needs of the ever-changing consumer.


What do you think that are the 3 most important qualities for a marketer?

1: A desire to understand and know their audience. To do this well, data must be at the centre of this focus, as well as layering over this, an understanding of human nature and a sprinkling of psychology.

2: Ability to observe, anticipate & react to changes in the market and embrace change in their overarching marketing plans, strategies and technology used.

3:  Ability to review and report in detail on their marketing activities and identify what works and why it works, in order to be able to continually be optimizing your marketing strategies and campaigns.


Regarding your professional experience, you worked with Adobe, Facebook, Marks and Spencer, Argos, Next, Jaeger. Could you tell us more about those projects?

Some of these were consulting projects and others I have trained. All of them were very enjoyable to work with and are doing some pretty exciting and fun stuff!


According to Vocus2014, you are one of the World’s Top 50 Email Marketing Influencers. What does this title mean for your professional experience?

I am honoured to have been included within this list, as sharing insights and helping email marketers to become better in their roles is one of my passions. I believe this title helps my readers/students/customers understand that I am a thought leader in this area and that there are years of experience and thought leadership behind all of my webinars, whitepapers and blog posts.


You are trainer for Econsultancy on Personalisation and Email Marketing. How does a training day look for the participants?

I like our day to be flexible and casual. The students get to ask lot’s of questions as well as share their experiences of what has worked and has worked for them – which is invaluable. The students usually walk away from the day feeling inspired and focused on implementing many of the tactics we have discussed throughout the day. We also have a couple of fun and thought-provoking exercises that they perform in teams – which they benefit greatly from.


How do you see the future of e-mail marketing?

Ah! Such a great question! I recently spoke at an event called ‘The Future of Email Marketing’ – along with some other thought leaders in this space and it was very clear that future of email will be: Real-time, Personalised, Automated and Customer-Centric. Very exciting!


You will be speaker at TeCOMM – eCommerce Conference. Why is important to: Learn the Art of Creating a Persusasive Purchase Journey?

For too long now, the digital world has been lagging behind the offline world in terms of providing and enjoyable and easy journey to purchase. There are still too many steps in the purchase journey that are self-serving for the brand and do absolutely nothing to aid the online shopping experience for the customer. My session looks at how we can make this journey easier and more persuasive, which will result in both the customer achieving their objective as well as the brand achieving theirs.


Do you want to send a preview message for the audience of TeCOMM?

I’m very much looking forward to coming to Romania and sharing with you with some tips and advice as to how to provide your customers with  better shopping experience, which generate more sales and revenue!

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