Maven of the Month: An Interview with Liz Gofton

We chatted with Liz Gofton, Direct to Customer Communications Manager at Tesco, to get the inside scoop on how her team is making emails more personal and engaging with Movable Ink. Liz shares what she’s most excited about, how collaboration drives her team's success, and her top tips for boosting productivity.

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What's a favorite project you’ve worked on recently?

That’s a tough one! The one campaign that really sticks out for me is our award-winning Clubcard Challenges campaign. We’ve been able to work with the Movable Ink team to ensure each email communication is useful and personalized for customers. We’ve worked hard to improve the campaign, and we can now show customers their top three challenges alongside their reward voucher value, as well as what this could be worth if doubled and used with a Reward Partner. We’ve maintained a high engagement rate throughout the campaign with features including a hidden countdown timer, a scratch to reveal feature as part of the end-of campaign email, and the testing of rich push notifications.

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How has Movable Ink helped you in your career?

Since I entered the email marketing world a couple of years ago the Movable Ink team has been really collaborative and supportive. A huge shout out to Dave Hutton, Summer Gomersal, and Becki Francis for giving me such a warm welcome and for never making me feel like I’m asking a silly question. They make me feel empowered to explore what new things we can do with email.  

What campaign are you most excited to work on this year?

I look forward to seeing Clubcard Challenges evolve even further. We’re also making some great changes to our Reward Partner comms moving from sending the customer a generic monthly email to something more tailored for them with their current voucher value. There’s also even more we can do to ensure we are sharing personalized and relevant Reward Partner offers to our customers.

What's your greatest efficiency hack for working smarter not harder?

As a team, working collaboratively is always my go to, allowing us to learn and grow together. Some comms within our team can have a very subtle crossover in terms of execution. Something that is being worked on to achieve an enhanced personalized approach by one person can also be revitalized for several other comms rather than starting from scratch every time. Regularly sharing what we are working on as a team also gives the opportunity to celebrate the wins—big or small, but also problem solve together if something didn’t go quite to plan.

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Want to hear from more Movable Mavens? Check out the other interviews below!