Bridging the gap in email marketing - Jonny Davies, Pure 360

www.pure360.com @Pure360

Bridging the Gap in Email Marketing

How to Take Your Email to the Next Level


Agenda • Who we are & report background

• How to go up a level in email marketing

- Data - Automation/Integration - Mobile

• Q&A


Who are Pure360?

• Powerful email and digital marketing automation company

• Work with over 1500 customers helping to improve results

• Work with brands including Hearst Magazines,

NHS England and Innocent Drinks


Report Background Based on interviews with Digital Marketing Professionals across a wide range of businesses

Explores the challenges and opportunities that are faced in taking use of email to the next level Outlines what needs to be done to bridge the gap between poor or average email marketing and best-in-class email marketing


How To Go Up a Level in Email Marketing


Just a reminder…

Email is not dead Marketing channels through which UK internet users prefer to be contacted, by age, Feb 2014

Source: Direct Marketing Association UK – Customer Acquisition Barometer 2014


Just a reminder…

Email is not dead Channels used for customer acquisition and their effectiveness, Feb 14.



Data


What is Your Data Source? Which sources provide the best cost-per-acquisition?



Delving into Data Have you shared your information in the last 12 months?


People are will to share their information so make sure you capitalise by asking the right questions!

http://dma.org.uk/sites/default/files/tookit_files/customer_aquisition_barometer_2014_report.pdf�


Delving into Data

Work with CRM teams in order to pull data together

!

Work with new technologies in order to glean further information such as location and online journey data. ESP or External


Please note:

Success

“Customers in our lists are gained from those who buy from us direct. We don’t get anything fed from stockists [such as Selfridges] and we don’t share our information with them. List growth is primarily achieved through competitions on social media and making it clearer on the website for customers to ‘join our family’.”

Voice of the Marketer

Jonathan Dicks, Ecommerce Dir. Hudson’s Shoes

Clean list of duplicates, (re)gain permissions, ask more questions of your data in order to help achieve relevance

Viral Promotions


• Good data is central to managing email effectively – invest time in getting it right (consider using ESP tools to improve your data view)

• Size isn’t everything, quality is

• Once compiled, look to grow your lists more

intelligently and in line with your segmentation goals

Takeaways


Segmentation / Personalisation


Personalising the experience

Subject: Jonny, how Retail Week can help Pure 360 Subject: We Miss You!


Moving Beyond Basic Segmentation

Marketers and agencies still planning how to move beyond basic segmentation


http://dma.org.uk/sites/default/files/tookit_files/customer_aquisition_barometer_2014_report.pdf�


Persona Creation


Subject: Last Chance, Ladies! Extra 30% Off Accessories

Moving Beyond Basic Segmentation

“We’re doing lots of test and learn to see if the effort required in sophisticated personalisation is worth it. The argument is that if you’re relevant and targeted already, do you need any more bells and whistles?”


David Paice, Director of Ecommerce, Merlin Entertainments Group


Takeaways

• Understand what segmentation works for you -

person / personality

• There is still a huge opportunity to move to more complex segmentation including behavioural targeting, re-marketing and persona creation

• No need to over complicate


Automation/ Integration


Automation & Integration


Automation & Integration

“The challenge for ESPs and us is making the campaign management lifecycle easier. When we set up segments we have to spend a lot of time thinking about what other communications and emails touch that customer to make sure we don’t overload them.”


Lawrence Tatlock, Email Marketing Manager, Boden


• Integration means you keep on top changing data and

can perform greater segmentation, responsively

• Automate – this will save you time and make you more money

• Whilst there may not be a ‘Big Red Button’, you can achieve a lot, right now, in automating your email communications. Think modules and prioritise

Takeaways


Mobile


Moving into Mobile Have you acted immediately on emails on your mobile?

Source: Steel London – Mobile Marketing report 2012

“One of the key metrics involved in us moving ESP was using responsive mobile templates. Overnight, changing one email that wasn’t responsive to one that was saw a 120% increase in the conversion rate.”


Jonathan Dicks, Hudsons Shoes


Responsive Challenges


Responsive Challenges


Mobile Email Destination

Newer email subscribers are more likely to click links

Source: MailChimp Support – When is the best time to send emails, February 2014

The newer your subscribers, the more engaged they are. Make your first impressions count!


Mobile Email Destination

Source: Litmus - Saving Email for Later: Opens Across Devices & Environments, July 2012

Just 3.3% of users have viewed a single email in more than one environment (both mobile and either desktop or webmail)

Users who have recently read email on their mobile will do so again about 45% of the time

This means that nearly 97% of emails are viewed just once


• Mobile optimisation is essential and effective –

don’t wait any longer

• Most subscribers are most active in their first month so capitalise on this

• 97% of people don’t view your email again in a different environment so if it’s mobile, delight them

Takeaways


Stand 310

Thanks for Listening…

Jonny Davies Pure360 | Customer Success Director [email protected] 01273 664115

mailto:[email protected]�