Kath Pay
Kath Pay is aCo-Founder and strategic email & digital marketing consultant with Plan to Engage.
In 2001 Kath Pay co-founded Ezemail, one of the pioneers of the email marketing industry in Australia, and expanded it into the UK in 2004 and prior to that she owned a small Web Design agency with extensive skills in HTML coding, designing, internet marketing and Search Engine Optimisation.
In the twelve years that she has worked in the digital marketing industry, Kath has participated in many of the industry activities that have seen email marketing become an essential channel for integrated digital marketing that delivers measurable return on investment. Key issues for Kath are email deliverability, creative, lifecycle marketing and email marketing best practices.
Kath has developed a reputation as an email marketing expert through her insights into the industry which are documented via the DMA Email Council's blog and is also a regular blogger on EmailExpert.org a well-read email marketing blog.
Kath is a member of the UK DMA's Email Marketing Council and is the Chair of the Events and Communications Hub. As part of her remit she is the Editor of the council's monthly newsletter Infobox, which has over 6,000 subscribers. She lectures at the IDM and is a regular speaker at industry events both nationally and internationally, including EEC Miami & Scottsdale, USA and Barcelona, Online Marketing Summit (OMS) London, IDMF London, Email Marketing Conference, Utrecht, The Netherlands.
Recent Posts
5 email predictions in 2012 | 7 ways to measure engagement | Campaigns we like: ASOS
Tweet{lang: ‘en-GB’}If we open an email it doesn’t necessarily mean we’re engaging with the message or the brand. That’s why it takes more than open and click rates to measure subscriber engagement, as Dr David Chaffey points out. As the year draws to a close, James Bunting does a spot of crystal ball gazing for us [...]
Event: Email Customer Lifecycle: Win-back
Tweet{lang: ‘en-GB’}Join the DMA Email Marketing Council on November 22nd 2011, for the final breakfast seminar in our four-part Email Customer Lifecycle series at 15 Hatfields in London (map). In this series we have looked at list growth, conversion, retention and in this final seminar, sponsored by e-Dialog, we are concentrating on win-back. Register Now [...]
Infobox: Boost your email tests | Improve your unsubscribe process | When good email goes bad
Tweet{lang: ‘en-GB’}As an email marketer, I’ve come to expect the unexpected. Something as arbitrary as the colour of a CTA button can boost your conversion rates. In this issue of Infobox, expert commentator Mark Brownlow helps you squeeze more out of an A/B subject line test, by testing other elements within your email. Guy Hanson [...]
Event: Email Customer Lifecycle – Retention: Creating great conversations and winning loyalty
Tweet{lang: ‘en-GB’}Join us on September 20th, 2011 8:30 – 11.30am, for the third Breakfast Seminar in our four-part Lifecycle series, where we’re looking at List Growth, Conversion, Retention and Win-Back. Retention: Creating great conversations and winning loyalty Discover the best techniques for building loyal customers and increasing engagement with your database at this event, sponsored by email marketing [...]
Event – Email Customer Lifecycle: Conversion
Tweet{lang: ‘en-GB’}Join us for the second Breakfast Seminar in our four-part Lifcycle series, where we’re looking at List Growth, Conversion, Retention and Win-Back. Conversion: Create customers and advocates using email marketing Discover the best techniques for creating advocates and customers at this event, sponsored by email marketing experts Silverpop. Experts will show you how leveraging triggered [...]
Event: Data Analysis, Segmentation and Split Testing Seminar
Tweet{lang: ‘en-GB’}Join us on June 15th, 6-8pm for the next in our Whitepaper events. At this evening event we are launching two new white papers by the DMA Email Marketing Council that will help you take your email marketing strategy to new heights, giving you valuable insights into how to test and segment your data. [...]
Infobox: 8 email marketing opportunities often missed | Finding the right ESP partner | Starbucks – serving great emails
Tweet{lang: ‘en-GB’}In this month’s Infobox: Kath Pay of DM Inbox looks at 8 opportunities that are often missed in email marketing and how you can make sure you miss nothing. Do you have doubts about your existing ESP partner? James Bunting of Communication Corp shows what you should be asking to make sure they are [...]
How to test subject lines | The trouble with click-through rates | 10 most common delivery problems
Tweet{lang: ‘en-GB’}In this month’s Infobox: In the second part of our email testing series, Susan Young from Screwfix Direct provides a practical guide on how to test subject lines Put yourself in your readers’ shoes, advises Sara Watts, Director at Data Media and Research (DMRi). Just because someone hasn’t clicked through from your email, it [...]
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