Pure360 Progression | Simplifying Email Strategy by Chantelle Knoetze

www.pure360.com @Pure360

Simplifying email

marketing strategy

Chantelle Knoetze

Customer Success Director


Agenda

The challenge – objective of presentation –

summary

What can we automate – save time

Mobile??

CI? Centralised data management?


Digital marketing landscape


What are the most challenging

obstacles to digital marketing success?

*Ascend2 and Research Partners – September Survey 2014


Why is email important?

• Recent Census still shows email as the top channel for ROI*

• Investment in email as a channel continues to increase

• The DMA state payback on email is 50:1

• ROI on email has increased by 16% since 2012

*E-Consultancy Email Census 2014 / DMA Report Feb 2014



Let’s move with the times…

• “Batch and Blast” is a strategy of the past

• Engagement levels will drop

• Inbox placement will get tougher

• Lists will get tired

• Growth will slow

• ROI will drop



• Who are you as a business?

• What are you selling?

• Who is your customer?

• Who do you compete with?

A good starting point – YOU!


When was the last time you

reviewed your strategy?


3 key ways to get to know your

audience better

1. Run regular surveys / polls – to address

key business gaps / challenges


Surveys



audience better



2. Set up a preference centre – to find out

what content subscribers would prefer


Preference Centre



audience better



2. Set up a preference centre – to find out

what content subscribers would prefer

3. Gather insight from opt outs – so you can

make improvements


Unsubscribe survey


Consider…

• How much effort it took you to win a

customer or get a new subscriber

added to your list

• Don’t you want to do everything you

can to keep them?



Set yourself some SMART objectives


How well do you know your

subscribers’ journey?


The sign up form


Drive organic list growth

• Using email signatures to drive sign ups

• Promoting sign ups at trade shows and

exhibitions

• Using social media to promote email

communications

• Drive sign ups through viral sharing

campaigns


How do you acknowledge a new

subscriber?


Key benefits to a welcome email

• Statistically it is the most opened email

• Improve delivery of future emails

• Grow brand awareness and trust

• Drives traffic straight to the website

• Encourages engagement on other channels (social networks)

• Sets expectations

• Opportunity to collect more information


Simple list segmentation


List segmentation via behavioural

targeting

• Consider inferred preferences

• Monitor click through behaviour

• Monitor website behaviour

• Improve ROI through real-time targeting

• Show email subscribers highly relevant content

• Increase your website sales by an average of 13%



Build a test plan

• Define – what is the purpose of your

email? (Be SMART!)

• Plan – content, subject lines and delivery

• Design – content placement, key CTAs

• Build – best practice in email HTML,

mobile responsive

• Test – HTML, devices, spam, links

• Schedule – best time to send


Review your success

• Remind yourself of the goals you set

• Review the results – was it successful?

• What worked and didn’t work?

• What can you do next time around?

• Regular review is key to success


Top tips for a simple and successful

email marketing strategy

• Remember who you are as a business

• Identify and learn who your subscribers are

• Set your goals / benchmarks

• Find a way to segment your lists

• Testing is a MUST

• Reviewing is essential


Strategy time line…


Final thought…

32


Thank you for listening…

33


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Pure360 Progression | Simplifying Email Strategy by Chantelle Knoetze