Kate Barrett

Kate Barrett is the founder of eFocus Marketing, providing specialist email marketing consultancy, management and training services to companies around the world.

With a proven track record and over 16 years’ experience, Kate’s expertise and passion has helped a large range of companies (including Ann Summers, Ordinance Survey, Nissan, Marks & Spencer, Argos and Ted Baker among many others) develop comprehensive strategies, implement, manage and optimize campaigns, as well as solve complex email marketing issues.

Kate is also an instructor for CIM.co.uk and DMAnc.org, keynote/speaker at events, and author of the bestselling book ‘E-telligence. Email Marketing isn’t dead, the way you’re using it is’ (e-focusmarketing.com/book/)

Publications:

In this workshop, we’ll talk about the 5 stages of the customer journey and how they should influence your email marketing communications. We’ll also look at how you can use your data to identify customers and prospects at each of these stages, how to work out what content to send and when for maximum impact, and how to consider the human side of your messages.

During the class we'll also show you how to map your customers emotional journey and use that knowledge to create more impactful, engaging emails that get results; for both B2B and B2C businesses.

Email Marketing Masterclass, Module 4: Email Marketing Along the 5 Stages of the Customer Journey–Improving email results with the right content along the customer journey to drive engagement

November 29, 2021

Date: Tuesday, November 29, 2022
DMAnc.org Live Online Certification Workshop
(9:00 am – 11:00 am PDT)

Summer Discount: 33% Off
Free Lifetime Workshop Updates

Regularly $300, Now $200

(Special Series Pricing: All four Email Marketing workshops $1,200 now 35% off—$780. Enroll here.)

The nirvana of any good email marketing strategy is to be able to send the right message to the right person at the right time.

By identifying who your customers and prospects are, and data points that identify where they are with you on their individual journey, you can create a series of automated campaigns to send to your audience and deliver exactly that.

But if you don’t know where to start when it comes to adding to your automated campaign strategy and understanding what your customers need as they progress on their journey with you, this workshop will inspire you to maximize your campaign potential.

During the class we’ll also show you how to map your customers emotional journey and use that knowledge to create more impactful, engaging emails that get results; for both B2B and B2C businesses.

Regardless of which email platform (ESP) or vendor you currently use (or may decide to move), this class offers system agnostic learning of concepts you should consider within your strategy and platform considerations, to better personalize and automate your campaigns.

This course is a practical session giving you the techniques and ideas to build out your own customer journeys, identify exactly what your audience needs, when and through which marketing channel this is best delivered. You’ll also get lots of examples of different types of campaigns throughout to inspire your content and creative strategy.

What you’ll learn:

The opportunity automated campaigns can bring for your business:
- Why automated email campaigns engage your audience better than any other campaign type.
- The importance of planning multi/omni channel campaigns to increase engagement.
The 5 stages of the customer journey and how you can use these to better understand your subscribers needs at specific times:
- How to map your customers emotional journey—enabling you to develop content, targeting and multi/omni channel experiences.
- Key email campaigns to consider at each stage of the journey to drive engagement; for both B2B and B2C businesses.
- How to be helpful and add value to your customers, to help them move to the next stage of their journey.
Planning your automated campaigns for success:
- The starting point of every automation—your data.
- Creating automated campaign branches.
- Your automated campaign hierarchy.
- Setting your campaign rules.
Evaluating your automated campaign KPIs:
- Core KPIs to focus on.
- Analyzing your automated campaign series over time.
Materials Provided:
- Video of the presentation with slides and audio.
- PDF of the complete presentation.
The Presentation:
- The workshop is hands-on and practical.
- The workshop is live so that you can ask your questions.
- Can’t attend the live workshop? No problem. All workshops are recorded and we’ll send you the recording, workbook and any supplementary materials within a day of completion after we’ve had time to edit the recording.
- Step-by-step instructions in numbered lists with the links so you can do this yourself.
- Everything is clear with lots of illustrations and examples. You can copy the examples, edit them, and use them in your work.
Instructor: Kate Barrett

Special offer from our sponsor MountainTop Data: Workshop attendees will receive $1,000 in free B2B data credits for attending.

Testimonials

Great use of time, gave great insights and explained thoroughly in detail.

Leah TiecheMarketing Communications Specialist, Seaman Corporation

Very helpful and useful information. I would definitely take additional courses in the future.

Ali BerkstresserMarketing Manager, InnerSpace

I highly recommend attending all 3 workshops, even if you have been an email marketer for a while and have experience. The presentation is great and the content is very interesting, Kate even included the new trends and what to keep an eye on for the future. Even though you may think you know many things, you’ll definitely learn new things. Plus it’s great to have a refresher, so you don’t forget your basics and go back to what works.

Marwah AfifiPaula’s Choice Europe B.V.

This was the most useful workshop of all four in the series. It really sums up everything and applies multiple concepts from previous courses. It was the most useful one for me, especially the journey mapping worksheet and example provided!