1.
Innovate Your Mindset
and Reimagine Your
Marketing
MASTER
CLASS
Kath Pay
FOUNDER & CEO
HOLISTIC EMAIL MARKETING
LONDON, UNITED KINGDOM ~ SEPTEMBER 1 - 2, 2022
DIGIMARCONUK.CO.UK | #DigiMarConUK

2.
"Twenty years from now you will be
more disappointed by the things you
didn't do than by the ones you did.
So throw off the bowlines, sail away
from the safe harbor, catch the
trade winds in your sails. Explore.
Dream. Discover.”
Mark Twain

3.
KATH PAY
CEO, Holistic Email
Marketing
• CONSULTANT
• TRAINER
• SPEAKER
• INNOVATOR
• QUESTIONER-OF-
NORMS
• SHAKER-UPERER

4.
NORM: “RESPECT THE QUEUE”

5.
EMAIL HAS LOTS OF NORMS WHICH
WE DON’T QUESTION

6.
NORMS ARE NOT BEST PRACTICES

7.
It can feel like because email
delivers the goods, that we’re just
on a conveyor belt

8.
TOO OFTEN WE’RE STUCK IN A RUT

9.
We also
live with
a lot of
fears

10.
We live in fear of….
Unsubscribes
Penalties
Being called a Spammer
Being Blacklisted
Sending the wrong email to the wrong person
And many, many more…
So, we take the safe route and follow the “Best
Practices” decreed

11.
EMAIL IS UNDER RESOURCED,
UNDERBUDGETED AND UNDER-
APPRECIATED

12.
SO WE LOOK FOR THE SILVER BULLETS
TO MAKE OUR LIFE EASIER

13.
BUT THESE “SILVER BULLETS” ARE
NOT ALWAYS THE BEST ANSWER

14.
Let’s put marketing back into
email marketing

15.
3 EXAMPLES OF HOW TO BE
INNOVATIVE IN EMAIL
MARKETING

16.
BE
A STRATEGIST
NOT A TECHNICIAN

17.
Only 56% of
marketers base their
strategic planning on
business needs
instead of new
features
Source: Email Marketing Vendor Satisfaction Report

18.
NotontheHighStreet.com

19.
R E S U L T S
––––
+ 1 4 8 %
Click rate
+ 5 %
Average checkout
value
Proportion of total email TTV from broadcast and triggered campaigns:
+ 5 1 %
Open rate
+ 1 6 3 %
Conversion rate
Triggered vs broadcast emails:
NotontheHighStreet.com

20.
BE
wise in your testing approach

21.
AD-HOC TESTING VS HOLISTIC TESTING IN EMAIL
ADHOC TESTING
OBJECTIVES
1. Gain an immediate uplift in an
email campaign
HOLISTIC TESTING
OBJECTIVES
1. Gain an immediate uplift in
conversions of an email
campaign or program
2. Gain longitudinal insights into
your customers
3. Roll these learnings out to your
other channels & increase
revenue across the board

22.
Hypothesis: A subject line that promotes all the savings
that could be had will product a better open rate then
promoting the broad benefits of shopping with Brand
Welcome Programme
Note: 2 split streams with 50% of the traffic per stream. Conv % calculated based on number of emails
sent per stream
Part of the Unspoken Challenges Online Event Series

23.
BE
holistic in your approach to email

24.
Innovate your mindset
& start to think outside the box

25.
Lateral thinking involves standing
back, looking at the big picture and
understanding concepts.
It requires you to focus on the parts
that have perhaps been overlooked,
challenging assumptions and seeking
alternatives.

26.
Ask the right questions

27.
“What works for the person you’re
imitating may not work for you”
Jimmy Connors

28.
ARE YOU READY TO
INNOVATE, QUESTION
THE ACCEPTED NORMS
AND SHAKE THINGS UP?

29.
KATH PAY
FOUNDER & CEO
HOLISTIC EMAIL MARKETING
THANK YOU!