In this interview we chat with Jaina Mistry, an email marketer whose specialities include; email copywriting, email design & build, testing, deployment, reporting and email campaign development.
The post Email Marketers: Email Voice Consistency Is Crucial for Hooking Readers appeared first on mailfloss.
I think consistency is probably one of the biggest factors that hooks readers. It’s like when you’re having a conversation with your best friend—if they talk to you differently every time you meet them for a coffee, you’re going to feel a little weird about them!
At mailfloss we’re focused on helping email marketers get the most from their email marketing campaigns. We do this in a few different ways. First, we help email marketers improve their deliverability through the use of our email list verification tool. Secondly, we work hard to educate email marketers on the various topics relating to running a successful email marketing campaign by publishing in-depth educational articles on our email marketing blog.
Today, mailfloss had the opportunity to chat with Jaina Mistry, an email marketer whose specialties include; email copywriting, email design & build, testing, deployment, reporting, and email campaign development.
Without further ado, let’s jump into the interview.
Hi Jaina and thanks for joining us today. It's a pleasure to have the opportunity to pick your brain about your experience in the email marketing niche. You have over 8 years of experience as an email marketer. Can you tell me a little bit more about how you got your start in email marketing? What was it about the industry that grabbed your attention and hasn't let go?
Like a lot of folks who currently work in email marketing, I actually just fell into email marketing. My first exposure of email was over 10 years ago while I was working as a web producer. As well as web design and development, I spent the other part of my days knee-deep in email—designing, developing, deploying—all the D’s! If I’m totally honest, I don’t think there was anything specific about the industry that really grabbed me back then, I think it was more of a case of me having a skill that was in demand, than anything else. A couple of jobs later, I’d stepped out of full-time positions and into contracting and freelancing. With my background and skill set as a web designer and developer, I was getting contacted more and more about email specific positions. That was when I was really grabbed by the industry—on the design and development side, it was the problem-solving aspect that I loved. Often, folks complain about the limitations that email design and development presents and that it limits them to be creative. But those are the very things that forced me to be more creative.
From there, it was the opportunity to learn almost instantly about the performance of my email designs—what worked and what failed catastrophically. I guess it’s that instant gratification that we, as humans, tend to love but in my case it was the instant learnings.
You focus on the A to Z's of email marketing from email conceptualization to email performance analytics. Let's talk about conceptualization a little bit more. What are some of the most innovative email campaigns you've seen come out recently? What makes these campaigns so interesting to you? Is it their effectiveness, their voice or something else?
Can I gush about my own team here? Because I am really proud of what we were able to accomplish for our newsletter last October. It all came about very organically. We knew we wanted to add some level of seasonality to the email and also wanted to feature the hot topic of Dark Mode, too. And being Litmus, we wanted to push the boundaries of what we can do with email. What made this campaign truly effective was the expertise we drew in for it—email development, email design, content marketing. But you wouldn’t necessarily know this looking at the email as a subscriber—everything from the subject line to the look and feel feels seamless. And that’s part of the magic of a great campaign.
Let's talk about "voice" a little bit more. Who are some companies you think other email marketers should study to learn more about email marketing "voice". What is it about these voices that hook readers?
I’m a big fan of inVision’s weekly newsletter, Inside Design. Everything from their subject line through to the copy used on their CTAs tells the reader exactly who they are. And they’re consistent! That’s challenging, but it pays off.
While I’ve never purchased anything from Chubbies, their emails do something similar to Inside Design—have a strong, consistent tone of voice that’s fun. And that sense of fun draws readers into the emails.
I think consistency is probably one of the biggest factors that hooks readers. It’s like when you’re having a conversation with your best friend—if they talk to you differently every time you meet them for a coffee, you’re going to feel a little weird about them!
So while the fun, playful aspect of Inside Design and Chubbie’s voice is most excellent, it’s their consistency that’s key.
On your website, you mention that you like mapping out email campaigns. Over the course of your career, what are some of the biggest takeaways about email mapping / sequencing that you've learned? Any actionable tips for other email marketers out there who are just getting started and looking for a good sequence?
Don’t be afraid to totally change up your approach based on what you’re seeing in your email campaigns’ results. Email marketing is all about learning from what you’re doing. As email marketers, we don’t know the right thing to do all the time. And even when we think we’ve got things figured out, something changes and we have to start all over again. And that’s okay!
One thing I will suggest email marketers out there do is check in on their automated onboarding emails flows regularly. Add those check-ins to a calendar, schedule them in, do whatever you need to do to review what you have running on a regular basis. It’s incredibly easy to set things running and forget about them. I’ve done that in my career because there’s always so much to do!
Oh, another thing—make friends with everyone! From engineers to the data team, designers to leadership. Email touches so many parts of a business, it’s important for you as an email marketer to give email at your organization a voice.
Let's talk about analyzing and reporting now. First, what are some of the most common traits of emails that have the most impressive performance analytics?
The teams involved. Email marketing is a channel of its own, but a great email campaign requires the expertise of folks from different teams. At Litmus, we rely heavily on our content team to help us create the monthly newsletter. Our content team knows which content performs best and understands what our audience wants to read. So we leverage their expertise to build our newsletters.
Email is a team sport!
Where do you stand within the debate around email tracking? Some email marketers avoid it because they notice a reduction in deliverability. How do you personally balance deliverability with performance tracking?
Hate to answer a question with another question but … I’m going to—how can you accurately monitor your deliverability without performance tracking? Even the most basic performance metrics can give you an insight into the health of your email program. And for that reason alone, they’re a necessity for me.
While many email marketers are narrow in their focus (often just concentrated on marketing one web property), you're the opposite and instead get to work with multiple companies in different niches. What are some of the most important lessons you've learned from working in a wide range of niches? Surely, there are strategies or concepts that you've seen work well in once niche that you've been able to extract and use within another niche.
It’s the different perspectives that working in different niches gives you that’s been invaluable to me. Those learnings and techniques you pick up working for one niche can be applied to another.
One thing that ecommerce organisations had cracked before other businesses was the need for highly modular and templated emails. This was a necessity to build highly-personalized emails at scale. In the last 5 years, there’s been a huge need for this across various types of businesses but for a somewhat different reason—the need for non-email specific teams to be able to create an email. The need boils down to the same thing—the need to scale and produce email fast. But now that’s not just an ecommerce email need.
Creating email for international audiences taught me that subscribers interpret things differently. Creating email for audiences based in Spain, UK, Portugal, Germany, it wasn’t just the language that had to be different but how the message was communicated. And the same could be said even if your entire audience is English because they may be at different points in the customer cycle and it’s more effective speaking to them slightly differently.
Where do you think email marketing is going in the next 3 to 5 years? Do you see any interesting changes, trends or technologies on the horizon that we should be aware of?
It’s hard to talk about the future and not talk about AMP for Email. Since it was announced, email marketers have been buzzing about it. It’s got the potential to really change how the email channel is positioned. Right now, email’s primary objective is to push readers to take an action—usually a click to a landing page—where they can take further action. (This is very generally speaking!) With AMP for Email, readers can skip an entire step and make all the actions they want to take from the email itself. I have to admit, I’m a little skeptical about AMP for Email. It requires a whole new MIME type and scripting language and that new MIME type needs to be supported by ESPs. And right now, I can count how many ESPs support AMP for Email on one hand. Without widespread adoption by ESPs, it’s hard for the average email markets to cash-in.
I also see email marketing coming out of its silo. But that’s probably more of a general thing all of the different aspects of marketing. Marketing is at its most effective when every channel works together. And to be an effective email marketer, you may need to dip your toe into product, growth, retention, content, and social media marketing to create the best email campaigns.
And I think 5 years from now, we’ll be asking the same thing of ourselves and may even have the same answers!
Thank you greatly for taking the time to chat with the mailfloss email marketing blog readers today, Jaina. We really appreciate you taking the time. To our audience, if you’d like to learn more about Jaina and the work she does, you can follow her on Twitter or head over to her website here.
Email marketing innovation? That sounds like an oxymoron, but it's true. There are a lot of innovation happening in email, and it's very exciting. In this article, we cover the most exciting email marketing innovations happening now and in the future.
The post Email Marketing Innovation: 2020 and Beyond appeared first on mailfloss.
We continue to speak about the importance and power of email marketing. As more and more people turn away from email, the smart people of the internet move closer than ever.
It’s essential to understand when things change and become more sophisticated. It leaves a wide-open opportunity for marketers and business owners who are willing to embrace the change.
With email marketing innovation changes will help you reach your target audience, speak their language, and convert them like never before.
In this article, we hope to highlight some of the most significant changes and email marketing innovations in 2020 and beyond.
AI helps us learn what's going on in the world and to capitalize on it in a way that is popular for our audience. Many marketers are afraid of this if they’re used to a more traditional style of marketing.
That said, artificial intelligence is nothing to be afraid of. This isn't a challenge or something you need to compete against. It is a solution to help provide you with better automation and improvements to your current process.
For example, one area where we can use AI is in predictive personalization of emails. There are advanced data algorithms that will help you personalize an email without having to scrape data for six hours a day.
This will help you save time and money, plus you’ll get insights that may not have stood out right away.
AI also helps with the segmentation of lists. The algorithms can take your compiled data and identify trends associated with certain spending habits or demographics. From there, it can help you understand more about your audience so you can better split them up, which helps pander to the individual.
Artificial intelligence can even help you optimize the time you send emails and how many you send to each person. The algorithms can help determine when you should send an email based on when that person opens the most in their inbox. From there, it can automatically send an email when it thinks the recipient will sit down at their desk and open their email inbox. That is powerful stuff folks! Don’t fall asleep on AI!
Let’s be honest with ourselves for a second. How many times have you performed an A/B test with little rhyme or reason behind why you chose the two variables to test? You sit down, throw a few subject lines into the email, and blast it out to see which performs best.
This year and beyond, we expect to see much less of that, and we anticipate email to become much more data-heavy. The focus for years now has been on social media marketing, Google Ads, Youtube, etc.
These platforms are where you take your data. These are the areas where you can really maximize your dollars by targeting specific audiences, using lookalikes, pixels, and finding that perfect customer avatar.
This methodology is just as important with email, and data will drive all email marketing.
We've seen a big change in the digital marketing world. There was a time when people experienced 95% open rates on their emails, and you could basically sell anything to anyone on the internet.
Then email started to drop off, and people turned to other forms of marketing that could better leverage data.
It’s interesting to see the cycle and how email marketing is starting to pull back as a popular source for delivering a high ROI. In our opinion, it never should have stopped. Email marketing is an art of itself, and those who have the highest quality list win in 2020 and beyond.
The important thing to understand is that data will drive email marketing. We’ll no longer blast emails out to a list of 80,000 people and sit around and wait for a bite.
Marketers will segment the list down to smaller bits based on demographics, gender, and interests. Then we’ll segment it down even more based on where they opted in from. So now we might have 40 smaller lists that we’ll send unique emails to.
That’s how you’ll have more success in email marketing!
There’s a big focus right now on content. We used to think that we could slap anything on an email or social media thread and grab some attention, but that train is long gone.
In the past, email had two forms, either HTML or plain text. Now, AMP emails are paving the way for new content. They are showing us that we need to get more creative if we expect to engage with our audience.
AMP is important for a few reasons.
First, it creates a more engaging email experience for your subscribers. Since AMP appears more like a web page, it provides the user with functions that are not usually available in an email. Some of these include:
AMP also provides a more personalized experience. It provides you with the ability to create dynamic emails that update as you send them. For example, you can set the email to automatically update as prices fluctuate in your e-commerce store.
All main ISP’s like Gmail, Outlook, and Yahoo Mail support AMP technology. If your subscribers use one of these options, you can utilize AMP for your subscribers (hint: they definitely do).
It might be challenging to understand what AMP can do and why you should use it. Here are some examples of companies using AMP to its full potential.
Above is a great example from AWeber. It’s simple but effective in gathering data. People love to provide their opinion and it only takes a few seconds.
Here’s another awesome example of how travel and lodging websites can use AMP. This email allows users to reserve their hotel room directly from the email. It makes things super convenient for the user and creates less barriers between them and the result you want.
As of January 1, 2020, The California Consumer Privacy Act comes into play. There are stiff regulations surrounding data transparency and privacy. This gives residents the right to gain access to the personal information that a company keeps about them and how they use it.
While this doesn’t strictly call out email marketing, we can see the implications here and how it may impact the industry.
By now, everyone should understand the CAN-SPAM Act of 2003. But we see privacy becoming a much more critical factor in marketing in the years to come. It seems that the consumers continue to gain power over the industry and rightfully so.
For too long, companies had power over the people, and they were able to use grimy tactics and almost anything they wanted for attention. As we said in the beginning, these changes are catastrophic for some. For the ones who stuck to the rule book, this is an advantage for you because it gives you a leg up.
In the coming years, we'll see requirements to record times, locations, sources, and dates of opt-ins, and the accuracy of the email address. Gone are the days when you could send an email blast and have 40% of them bounce. Keep it clean and keep it lean.
Google is continually updating its algorithm to prevent people from doing that and blacklisting emails and domains that allow it to happen. Privacy online is no joke!
Okay, we know everyone has been talking about the mobile takeover for like ten years now. But it’s finally starting to gain some serious steam. We’re done optimizing for mobile; now we’re prioritizing for mobile. With 70% of traffic coming from a mobile device, it’s about time we started addressing the elephant in the room.
A lot of your strategies are outdated. In addition to most of your audience being on mobile, we’re also experiencing higher open rates for email on mobile. This is where everything we’ve talked about so far culminates into the success column or failure column.
Let’s say you worked for weeks on segmenting your list into the perfect bundles of highly qualified leads. Then from there, you created the best interactive content for your email. Finally, you sent it out to the masses, but you only optimized it for desktop.
More than half of your leads received an email that looks crappy.
They likely can’t properly engage with it, and in some cases, they can’t even read it because it’s cut off.
You’ve thrown more than half of your efforts down the toilet because you skipped a tremendous step. We’re going to keep saying this throughout the article for those who are hanging on here.
Those who aren’t willing to take these extra steps to have success will fail, and they’ll blame it on something else.
They'll blame it on an algorithm change, on privacy laws, on the growth of mobile, on their mother-in-law, and they’ll never know the truth. No worries, it leaves a sweet low hanging fruit for the marketers who are willing to put in the work.
Before we move on, we should also talk about cross-platform compatibility. We have to think about how our email looks on each mobile device. We’re dealing with Androids and assorted types of iPhones. It’s important to realize that your email will not look the same on an iPhone 8 as it does on a 10.
If you’re using a high-quality email marketing tool, it will provide you with a way to see how your email appears across platforms. This is important, and you want to make sure to use it.
Even a small detail like your header appearing before the fold of the email can make a massive difference from Android to iPhone.
If you’re unsure about what to do to optimize your emails across the different platforms, make sure you put yourself in your subscriber's shoes. Think about what they’re doing when they’re receiving an email from you.
You need to grab their attention as quickly as possible. If they do not see the right thing when they open that email, you’ve likely already lost them.
BIMI is a new and popular way of getting your brand out in the open. It helps build trust by verifying sender information through the use of your logo in the inbox.
As you can see from the photo above, Mailkit has their logo next to the email. When you send an email, the recipient provider will look up this BIMI text file to ensure the verification of the sender. When it gets verified, it will pull the logo and insert it at the left of the inbox. While this is a rather bland and simple concept, it’s powerful for a few reasons.
Because it builds trust! Trust is everything in email marketing, and making it easier for customers to identify you is another way for you to build trust. When someone opens their inbox and sees your brand logo on the left, they’ll know that it’s you. And they can open the email because it’s safe.
We’re also certain there are some deliverability factors that come into play here as well. Once again, as we’ve said throughout. Here is another example of something that most people won’t bother to do. As a result, it will increase the deliverability and success of those who take the extra steps. Be that person!
Email marketing innovation will never end because there will always be something new and exciting going on. In 2020 and beyond, we expect to see these changes take full force with mobile leading the way on the back of artificial intelligence. It’s getting easier and easier to send emails, but the quality of them continues to decrease.
Make sure you’re on the right side of the see-saw when it pops up and knocks everyone off. We think you know what we mean!
In this interview we chat with Kate Barrett, Founder of eFocus Marketing, a consultancy, management & training agency dedicated to helping companies improve the effectiveness of their email marketing campaigns.
The post Test Emails Strategically with Purpose and Vision for What You’re Trying to Achieve appeared first on mailfloss.
We don't know what we don't know. There needs to be a continual evolution of email marketing and learning from gaining new knowledge to testing. But testing for example, needs to be done strategically – with purpose and vision for what you are trying to achieve.
Introduction
At mailfloss we’re focused on helping email marketers get the most from their email marketing campaigns. We do this in a few different ways. First, we help email marketers improve their deliverability through the use of our email list verification service. Secondly, we work hard to educate email marketers on the various topics relating to running a successful email marketing campaign.
Today, mailfloss had the opportunity to chat with Kate Barrett, Founder of eFocus Marketing, a consultancy, management & training agency dedicated to helping companies improve the effectiveness of their email marketing campaigns.
mailfloss is lucky to have Kate with us today to share her insights about what it takes to run a successful email marketing campaign with our blog readers!
Without further ado, let’s jump into the interview.
Hello and thank you for joining us today to speak about your involvement in the email marketing space with our blog readers. Let's kick off the interview by having you tell us a little bit more about how eFocus Marketing got started and why you made the decision to focus so heavily on email marketing?
Hi, thanks for inviting me to be a guest on your blog! I started eFocus Marketing back in 2012 after working in email directly for brands and service providers for many years; I love email marketing as a channel and it's always been the main focus of my career, even when working for brands managing the entire marketing mix. On leaving my last job I decided that I wanted to be able to help more companies to use email more intelligently and started freelancing in the space. Over the last 7 years I have built the business into a boutique agency offering email marketing consultancy, management and training services to clients around the world. And over the years I've been lucky enough to work with some fantastic brands including M&S, Nissan, adidas, QVC, Cox & Cox and many more! Email marketing is such a vital part of the marketing mix – it underpins all the other marketing channels and allows you to directly communicate with people who want to hear from you, in a space that they regularly check and rely on for the delivery of information.
You do email strategy audits for eCommerce companies. What are the three biggest mistakes that you see eComm companies make when it comes to creating a strategy for their email marketing campaigns?
I don't think it's so much mistakes, as challenges that companies face.
The first would be a lack of innovation in email marketing – now this doesn't have to be jumping on the bandwagon and using the latest tech! It could simply be that many companies, who have been using email successfully for many years and make a large chunk of revenue, when it comes to budget considerations just keep email running rather than investing in it further. But as we know, email marketing is one of the highest performing in terms of ROI and with a little more knowledge, a solid strategy and support from higher management, email marketing can continue to grow and support your business even further – and we have plenty of new and shiny if that's what you're after too!
The second would be that 'we don't know what we don't know'. There needs to be a continual evolution of email marketing and learning from gaining new knowledge to testing. But testing for example, needs to be done strategically – with purpose and vision for what you are trying to achieve.
The third would be companies not putting the customer at the heart of everything that they do. If you understand your customer and their needs, wants and desires, when they need this delivered and how they like to be communicated with, you will see much higher results.
This will be part one of a two-part question. Creating an email welcome series is a powerful tool for eCommerce companies. What strategies have you seen prove to be most successful in terms of optimizing for subscribers?
The best strategies come from understanding what your subscribers need from you, when and why. So for example, do you want them to have found out more about your brand or gone on to make their first purchase?
When you understand the end result you are trying to achieve from the series, you can then work backwards to ascertain what needs to take place for the subscriber in order to lead them there. What do they need to know, when and how? This will tell you how many emails you need to send and what the content of each needs to focus on.
The next step is to look at the data you have about your subscribers and can gain along the course of the series, that can be used to better personalise the content you're sending in subsequent emails. For example, data you collect on sign up about their interests (to show specific categories of products) or gender (to determine if they would like to hear about men's, women's or children's clothes, for example) or behavioural data (what they interact with within your emails or pages they view on your website).
And don't forget – If someone makes a purchase, stop your welcome series immediately!
These welcome series are only valuable if you have people to send these emails too. What can eCommerce companies do to better their opt-in conversion rate? What opt-in magnets have you seen to be most successful?
In order to increase your opt in conversion rate, the first place to start is to consider where your sign up form is placed and how it is presented. Making sure that it appears at a point that makes what you're offering relevant to the user and helps them take the next action is important. For example, if you're using pop ups, consider the timing with which these are shown; don't display a pop up as soon as they hit a page, instead use a time delayed pop up to serve the content once they've had a chance to start browsing, or consider using an on-exit pop up to entice people to sign up before they leave the website.
The wording you use on your forms is also important. Make sure you have an attention grabbing headline and copy that explains 'what's in it for them' – why should they be interested in signing up to receive emails from you, how often will you send them and what are they going to get out of giving you their data.
How much data you ask for also has an important impact on your conversion rate; the more data you ask for, the more you will know about your subscribers and the more qualified they will be, but the fewer people will sign up. Consider what data is business critical to be collected and how you present this – perhaps using a chained signup approach for example (where the sign up is registered after the first form collecting the basic information you need and then further information collected through subsequent forms or progressive profiling).
Using a lead magnet can also help to incentivise the opt in. For ecommerce, some of the most popular offers include free delivery, free samples or a % or £ off their first order – these types of offers not only help to increase your conversion rate in a lot of cases, but also to help move people through to actually make a first order with you as well.
Now the second part of the question. What sequencing techniques have you seen provide the best results for eCommerce companies?
Automating your campaigns helps you to meet the 3 main marketing needs for a successful campaign – sending the right message, to the right person at the right time.
When you automate a campaign based on a subscribers action or inaction and send a series of emails you have the chance to build a relationship, nurture and entice your subscribers to take your desired action, building up your messaging overtime so as not to overwhelm them with too much all at once.
Some of the best automated campaigns for eCommerce companies to implement include abandoned basket campaigns (to target people right at the end of the funnel and help them to get over the line to purchase), abandoned browse campaigns (to help them find what they're looking for and lead to a purchase) and post purchase campaigns to nurture your customers, make their experience fantastic, build loyalty and encourage repeat purchases.
How have you seen eCommerce companies creatively approach designing their "voice" for their email newsletter? How important is "voice" as an optimization tool? What companies are you particularly inspired by when it comes to email voice?
Making sure that your company is speaking in the right tone of voice is important for two reasons.
1. To make sure that your messaging across platforms is cohesive and phrased in the same way so that customers immediately know it's you.
2. To make sure that you connect with your subscribers in the right way. Depending on who your subscribers are, they may use certain words or phrases that other types of people don't use, for example. In order to make your marketing stand out, you need to not only have a good creative, offer and the right placement of your messaging, but you also need to understand the people you are talking to, what they need and how to connect with them on their level.
You've been involved in the email marketing space for quite some time. What creative changes have you seen evolve over the years? How is the world of creativity evolving within the world of email marketing?
Email marketing is constantly evolving. There are two main creative changes that I've seen happen over the last couple of years:
1. The rise of interactive email – as the way people interact online continues to change, as email marketers we have to keep up! People want to be able to take actions quicker and more easily through whichever device they are interacting on. And so, through creative coding and the introduction of AMP at Gmail and Microsoft, we have seen the start of email designs allowing subscribers to interact right there in the email – whether it's an interactive slider of images that you can scroll through, kinetic design allowing you to toggle through different sections of content, a survey that can be completed and submitted right there in the email or actions that happen when you hover over a button.
2. Increased awareness of the need for accessibility in email. Whether a subscriber has a permanent or situational disability, your emails should be designed to make reading and engaging with them easier for more people. This includes coding so that screen readers can more intelligently read your emails, making sure that your fonts are large and clear enough for people to read, content is spaced out, buttons are large enough to click/tap on different devices and that your colour contrast is enough to be seen.
On a similar note, how have you seen email technology change over the years? What are some new and exciting email technologies you've seen help email marketers better reach their audiences?
The biggest shift in technology is the rise in Artificial intelligence making the ability to test, personalise and trigger emails based on your customers individual data, easier, faster and much more intuitive – but of course you have to have the right data in the first place in order for this to be accessible! Artificial intelligence is set to increase over the next few years and opportunities in email could include:
Do you feel that there is anything on the horizon (either technology, policy, deliverability, strategy etc) that email marketers should be worried about?
I don't think that marketers should be worried, but we do need to be prepared for changes to legislation such as ePrivacy in the UK and CCPA in the US – these laws will have an impact on how we collect data and what we do with it going forward. We also need to make sure that when we do collect data that we see it intelligently and make sure that our strategy plans put the customer at the heart of everything that we do.
Lastly, if you had the opportunity to sit down with a younger version of yourself today who was just getting started with email marketing, what three pieces of advice would you give yourself?
The three pieces of advice that I would give to my younger self would be to keep...
Thank you greatly for taking the time to chat with the mailfloss email marketing blog readers today, Kate. We really appreciate you taking the time. To our audience, if you’d like to learn more about Kate and the work she does, you can follow her on Twitter or head over to her website here.
