How cognitive biases influence email A/B tests
Spot and eliminate cognitive biases that distort test results for more accurate, data-driven email marketing decisions.
Kath Pay's latest articles
How cognitive biases shape email engagement
Boost your email marketing with persuasive, psychology-backed strategies that ethically drive action.
Are these email subject lines deceptive, clever copywriting or bad data at work?
Email marketers need to lean into their subject lines going forward, but must avoid deception at all costs.
Why bad business decisions can hurt email deliverability
Seemingly unrelated decisions, from account management to email timing, can block your messages from inboxes. Here’s how to fix it.
How to use generative AI in copywriting for an A/B testing program
Get on board with generative AI to create effective A/B test variants for email campaigns. And meet Chad.
Now playing: ‘The Email Test That Goes Wrong’
From little things, big mistakes grow: How to ensure your email testing avoids the small errors that can make the results useless.
4 inbox-altering changes to watch for
The email experience is changing. Here's how to plan for it.
Optimizing your email program: Finding sweet spots and tipping points
Boost your marketing ROI by identifying sweet spots that resonate with subscribers and tipping points that cause opt-outs and lost revenue.
Why you should track your email’s long tail to measure success (plus a case study)
Get tips on finding the right reporting window to capture your email campaigns' true long-term performance.
Email excellence: The top 10 traits of highly effective email marketers
What makes an email marketer truly exceptional? Learn 10 key characteristics behind email marketing mastery.
Frequency testing: The key to unlocking more email revenue
Don't let a badly performed email frequency test cost you money. When done right, higher frequency can pay off with more revenue.
Why it’s time to rethink your feedback emails and how to do it right
Use these tips to create more effective email surveys and review requests your customers will want to open and complete.
How to create a re-engagement strategy that doesn’t insult your subscribers
Here's what email marketers should and shouldn't do to manage inactive subscribers and rebuild engagement.
AI-powered cold email: A nightmare in the making?
AI can help draft cold emails, but it shouldn't run the show. Learn the right way to blend automation and personalization when prospecting.
Marketing artificial intelligence (AI)
The perfect combination: GenAI and persuasion strategies for unbeatable A/B tests, Part 2
Explore the role of ChatGPT in crafting persuasive copy, testing hypotheses and achieving optimal campaign results.
The perfect combination: GenAI and persuasion strategies for unbeatable A/B tests
A deep dive into writing prompts for generative AI to create an email campaign brief.
How persuasive email design can influence the ecommerce customer journey
Email doesn't begin and end with copywriting. Design elements can help persuade customers to click and convert.
9 steps to make an email reactivation program that really works
Learn how to revive dormant email subscribers and boost your ROI with these expert tips and examples of winning email campaigns.
7 key email metrics to track beyond opens and clicks
These lesser-known metrics will shed more light on whether your email program is thriving, surviving or ready for resuscitation.
Holiday email opt-outs: Right intentions, wrong response?
Limited-term opt-out has become a standard feature in email marketing workflows. Here are some factors to consider before creating one.
Beyond ‘click here:’ 4 rules for better email CTAs
"Click here" is a terrible call to action for email campaigns. Here are tips and examples to help you develop better ones.
6 tactics to create recession-proof email marketing
These recession-proof tips let you adjust your email marketing program for short-term gains and long-term success.
3 ways data can steer you wrong — and how to glean better insights
The wrong data is just as harmful to marketing as having no data. Here's how a holistic testing methodology can help you glean better insights.
4 emails that customers will love — and help them love you
Sending helpful emails lets customers feel more attached to your brand, making it more likely for them to purchase your product or service.
Why and how to use loss aversion in email marketing (plus 4 examples)
Avoiding loss and pain can be a potent motivating force. Here are tips for using this psychological approach in your email campaigns.
5 tips for an effective holiday browse-abandonment program
An email automation targeting browsers who don't buy can be an effective tool to bring busy shoppers back for a second look.
5 ways to tune up your unsubscribe process before the holidays
Goodbye doesn't have to mean "get lost." Here's how to make your email unsubscribe process more user-friendly.
How to create an effective apology email: 7 examples
Need to send an "Oops!" email? It's crucial to follow up your error with the right message. Learn from these examples.
How bad data can spoil good personalization
Don't let bad data poison your email relationship with your clients. Learn how to avoid personalization failures in your email program.
Does your email copy persuade or sell?
They aren't the same, and if you get it wrong, you'll leave money on the table.
8 major email marketing mistakes and how to avoid them
Personalization isn't the goal, it's a tactic to achieve the goal.
Lapsed customers aren’t the same as unengaged subscribers
Re-activation and re-engagement are not the same so don't send everyone the same 'We Miss You' emails.
Better reporting can improve email performance
When it comes to improving your email programs, it's all about the numbers.
7 common problems that derail A/B/n email testing success
Don't blame the channel if your efforts don't deliver results you need. Keep this old and reliable tool shiny and new.
Don’t let innovation overcome email common sense
It's important to decide whether a trend presents real opportunity or distraction.
Design emails for 4 personality types to win back customers
Try these steps before giving up on disengaged and inactive email recipients.
Facebook’s failure highlights why email reigns
How email marketers seized the chance to capitalize on the Facebook/Instagram outage.
5 email marketing lessons learned in the pandemic
And how to apply them to your email marketing program.
Good riddance, open rate: How Apple’s change will make you a better email marketer
Kath Pay explains the four steps you should take to update your email strategy.