Email personalisation: 8 common mistakes and how to avoid them

On June 15th – 16th (the week after Congress), communications tech platform Everlytic will be hosting an event dedicated to email personalisation, hosted by best-selling author and email marketing specialist, Kath Pay. The FREE event will be presented twice back-to-back on Wednesday 15th & Thursday 16th June, in the real-world UK locations of London and Manchester.

We’ve looked many times this year at the growing prominence of newsletters within the publisher’s arsenal. A channel once thought to have been eclipsed by the sexier settings of social timelines, newsletters are going through something of a renaissance at present, as readers have looked for more personalised content experiences during the pandemic and publishers now look towards first-party data strategies. 

In this specialised email personalisation event, Pay will look at the eight most common mistakes that companies make when trying implement successful email strategies, as well of course as how to avoid them! 

Keynote highlights will include: 

  • How and when to use covert and overt personalisation
  • How to use copy and tone-of-voice to simulate personalisation
  • Why having a personalisation strategy is key to success

The best-selling author is recognised as one of the UK’s leading email marketers, having run trainings in this area for Econsultancy, the IDM, Digital Doughnut, B2B Marketing, Emarketeers, and Manchester Metropolitan University (amongst others). 

Her best-selling book, ‘Holistic Email Marketing: A practical philosophy to revolutionise your business and delight your customers’, also won the Highly Recommended award for the Sales & Marketing category in the Business Book Awards in 2021. 

You can find out further info, and register for the free event, here


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