About Kate Barrett.

Kate Barrett is the founder of eFocus Marketing, a CRM strategy consultancy helping established ecommerce and consumer brands turn customer relationships into sustainable commercial growth.

She is the creator of the frameworks the consultancy is built on: Customer Drift, which diagnoses where a customer relationship is weakening before revenue moves; Customer Momentum, the five drivers that deliberately strengthen it; the Next Best Customer Decision Framework, which decides what to do first; and the CRM Relationship Maturity Model, which measures what an organisation can realistically deliver. Together they form the Customer Progression Model.

Kate works with CRM and marketing leaders on retention, customer lifetime value and the decisions that sit underneath both, as a second brain alongside their team rather than a replacement for it.

Email remains central to that work, and eFocus continues to provide specialist email marketing consultancy, management and training to companies around the world. It is where most CRM programmes do the bulk of their work, and where a good strategic decision is most easily lost in delivery.

With a proven track record and over 17 years’ experience (increasing results from opens and clicks, to sales), Kate’s expertise 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 optimise those campaigns, as well as solve complex email marketing issues including deliverability challenges.

Some of the companies she has worked with or trained include Nissan, Marks & Spencer, Argos, Nissan, Vision Direct, BT, TUI, Soletrader, Maybourne Hotel Group, Photobox, MyVoucherCodes, M&M Direct and Adidas among many others.

Having been an elected member of the DMA Email Council for 3 years, regularly speaking at events, blogging, being a contributor to Smart Insights and a trainer for the IDM and CIM, Kate is always up to date with the latest email marketing news, trends, and techniques to feed her passion for the industry.

She also hosts the CRM Marketing Leaders Supper Club, an invitation-only dinner for senior CRM and marketing leaders, and speaks regularly on CRM strategy and customer decision-making.

Kate is the author of the bestselling book ‘E-telligence. Email Marketing isn’t dead, the way you’re using it is’