Three keys from this episode:

Personalize your email to engage customers

Improve your sender reputation to improve email deliverability

Just because someone unsubscribed doesn’t mean you’ve lost them as a customer. Use retargeting and other methods to stay in touch

Click to Tweet: Keys to Email Marketing in a Snapchat World See: http://www.dougmorneau.com/podcasts/7/

Doug:  Well, welcome back. I am super excited today to be speaking with Kate Barrett. She is the founder of eFocus Marketing and the Email Marketing Academy. And she provides specialty email marketing consulting services and management as well as training to companies all around the world. She has a track record, a proven track record of 12 years experience increasing results from opens and clicks to sales. Kate's experience and passion has helped a large range of companies develop comprehensive strategies to target subscribers with the right message sent to the right person at the right time, implement, manage, and optimize those campaigns as well as solving complex email marketing issues with regards to deliverability.

Some of the companies and brands that she has worked with and trained include Nissan,  Marks and Spencer, Argos, Vision Direct, BT, TUI, Sole Trader, Neighbor and Hotel Group, Photobox, My Voucher Codes, M&M Direct, and Adidas, among many others. Having been elected a member of the DMA Email Council for the last three years, she speaks regularly at events. She blogs, and she's a contributor to Smart Insights and a trainer for the IDM. Kate is always up to date with the latest email marketing news, trends, and techniques to feed her passion for the industry.

She is an author and soon to be published book, Etelligence, Email Marketing Isn't Dead, the Way it Used to Be and should be out in bookstores in 2018. So, welcome to the show!

Kate:  Thank you so much for having me, Doug. I'm really excited to chat with you today!

Doug:    Well, it's good to catch up and it's good to talk to somebody who has a common interest and a passion for email, email marketing, and using that as a vehicle to drive sales.

Kate:  Oh, absolutely! It is an absolutely critical channel. It is the foundation in my mind of all marketing. It doesn't matter what you're doing. It's all going to drive back to your website. And if you don't have your email marketing set up properly to help you to capture that data, you're not going to have that ongoing opportunity to nurture your leads, generate those sales. So it is absolutely vital to any marketing strategy.

Doug:  Well, looking at your CV and the kind of work that you do, I mean, you cover a lot of areas, right from conception right through to deliverability. So, what do you say right now is your, probably the biggest challenge for your clients?

Kate:  Biggest challenge for clients right now, so in the UK at the moment, everyone is gearing up for the GDPR changes. So the new European legislation that's coming through, the general data protection regulation. That's definitely the biggest challenge for people right now [overseas 00:02:45]. It's pretty similar to, in Canada when [CASL 00:02:50] changed over and really tightening up those expectations around consent and expectations of what they're going to receive, when they're going to receive it, but also digging into the right of access to data, the right to be forgotten, to have your data removed, all of those kinds of areas. That's certainly the thing that is a forefront of a lot of my client's minds at the moment and making sure that they are compliant with those changes when they come in May 2018.

But generally outside of that, I think that it's the same things that we see generally, issues with deliverability, not getting your email into the inbox,