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Author: Kath Pay

Kath Pay

Kath lives and breathes marketing, she is not only a world renown speaker and trainer but practices her art in the senior management team and as the Marketing Director of e-commerce conversion experts - cloud.IQ. She is one of the World's Top 50 Email Marketing Influencers (Vocus, 2014).

She is recognised as the UK’s leading Email Marketer and heads up training for Econsultancy on Personalisation and Email Marketing.

Some of the retail and B2C brands she has either trained or helped are: Bally, Barbour, Paul Smith, Marks and Spencer, Wallis, Schuh, Co-operative Group, Argos, Next, Asda, Jaeger, Mont Blanc, Expedia, Net-a-Porter, Secret Escapes, George, Dixons, Bookatable, ShopRush, Adobe, Facebook, VisitScotland – just to name a few.

Ecommerce Customer Journey

How to use persuasion throughout the ecommerce customer journey

When creating and optimising our ecommerce customer journey, not only do we need to ensure that we make this as frictionless as possible, but also that we make it as persuasive as possible. 


More than just a name: why is the name of your email programme so important?

It sounds obvious but so many of us forget to focus on the objective whatever we are working on, an email campaign, a newsletter series or a solus email.

If you state your intent from the off, your path and destination (usually to conversion) are set. 

It often helps me to think of my objective as being two sides of the same coin. My aim is to sell to interested customers and those same customers are also looking to make a purchase of the product I am selling. 

Rule of 3

How to use the 'Rule of Three' to increase email ROI

How Goldilocks, Aristotle and The Three Stooges can increase your email results...

The rule of three is one of the oldest in the book. Aristotle wrote about about the three unities in his book Rhetoric: dramatic unity of time, place and action.

Simply put, people tend to easily remember three things, thus making your messages sticky and engaging.