The Community Spotlight is a blog series highlighting some of the amazing members of the Litmus Community.
This time we’re chatting with Becs Rivett-Kemm, an email marketer from England. Becs spoke at Litmus Live back in 2015, and shares her email marketing wisdom on her blog and on Twitter.
WHO ARE YOU, WHERE ARE YOU FROM, AND WHAT DO YOU DO?
WHEN DID YOU FIRST GET INVOLVED WITH EMAIL MARKETING?
During my work placement at university, I was asked to create newsletters as part of my digital marketing role and I ended up writing an app to do it (although the emails only looked good in Outlook can you believe!). After university, I worked in more front-end development and marketing roles. I ended up getting more and more interested in email and less interested in social and web development, so I took the plunge and focused solely on email. I haven’t looked back.
WHAT DO YOU SEE AS THE BIGGEST CHALLENGE IN EMAIL TODAY?
Companies that see a good return from email but don’t want to commit more resources to it so that it’ll grow more. It upsets me to see that there aren’t more roles in eCommerce businesses that are solely devoted to email. And truth be told, the person sending the emails is usually a poorly paid junior lacking the experience required to push email marketing forward, whereas if they had an experienced mentor, we could improve things.
AND WHAT’S BEEN YOUR BIGGEST CHALLENGE IN EMAIL?
This is going to be controversial, but I’m still trying to get my head around kinetic email. Personally, I’m not sold on it because it works on so few devices, and for the time you have to spend on it, I’m not sure the return is truly worth it. Except for the awe and respect that our awesome little community gives it of course!
WHAT EMAIL HACK DO YOU USE ALMOST EVERY DAY?
Oh, I have a few I can’t tell (because the person who told me them would kill me) but really, snippets are my saviour—thank goodness for Alex’s session at Litmus Live 2015! I’m a total Sublime and snippets convert now.
HAS THERE BEEN AN EMAIL CAMPAIGN OR EMAIL DESIGN THAT’S CAUGHT YOUR EYE RECENTLY?
Since they rebranded, Trainline have done some really nice emails which are clean and easy to understand—which is what you need when you’re looking at train bookings!
Also, I just love everything that Really Good Emails does—the design, the copy, the cute little illustrations. It’s a pleasure to receive it in my inbox.
OUTSIDE OF THE EMAIL WORLD, WHAT ELSE FLOATS YOUR BOAT?
Favorite:
Film: Amelie
Band/Singer: I’m not super into music but Beyonce – Lemonade has been my soundtrack of recent times. Otherwise I listen to BBC 6Music, Jazz 24 or FIP Radio.
TV show: Tough call but probably Curb Your Enthusiasm!
DOGS OR CATS?
Dogs forever!
WHAT DO YOU THINK EMAIL WILL LOOK LIKE IN FIVE YEARS?
Along with everyone else, I’d hope to see more improvement to email clients to support modern coding techniques and less per-client hacks and getarounds!
I hope that businesses will get smarter about what relevancy means to them in terms of long-term engagement and customer retention.
I’d also like to see tighter laws and controls around spam and graymail, in particular third-party opt-ins and forcing companies to declare how they got your details.
IN 140 CHARACTERS OR LESS, HOW WOULD YOU DESCRIBE YOUR RELATIONSHIP WITH EMAIL? (EMOJI CAN BE USED)
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