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"Creating successful retail email marketing campaigns" Presented at Sheer B2B July '11 by Lucy Wilsdon
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Creating successful retail email marketing campaigns
Lucy Wilsdon
Who are Pure360?
• Pure360 are a UK based email marketing and SMS service provider
• We provide email marketing and SMS software to over 1,500 customers including the following…
What are we going to cover today?
• 6 top tips for successful retail email marketing campaigns
• Two Seasons case study: how do you generate a 43% click through rate?
6 tips for a successful retail email marketing
Implement a welcome strategy
6 tips for a successful retail email marketing
Consider the long and short term effects of your email campaigns
6 tips for a successful retail email marketing
Alter the tone of your campaigns – don’t SHOUT at your recipients!
6 tips for a successful retail email marketing
Serialise your campaigns, give recipients a reason to open your
emails
6 tips for a successful retail email marketing
Consider the time you send
your emails
6 tips for a successful retail email marketing
Don’t forget the all important subject line!
Case study: Two Seasons
Background
• Two Seasons are the fastest growing UK board sports and
snow retailer in the UK, they are owned by Billabong
• Pure360 have worked with Two Seasons for 3 years
• Two Seasons appeal to their target market with a dialogue and a brand their customers can engage with
Two Seasons: how do you generate a 43% click through rate?
The campaign – did you get a Golden Ticket?
• Email sent to entire database, informing recipients
they had won a voucher to value of £1 - £100
• The recipient had to visit the site choose an item
and enter a unique code at point of sale to see how
how much they had won
• Recipients had a week to take advantage of the code
Two Seasons: how do you generate a 43% click through rate?
The results
• Only one £100 voucher was given away
• 34% open rate
• 43% click through rate
• Massive buzz generated
Things to consider
• Trigger an abandoned cart email
• Remember to send an email when people have time to convert
• Match your email to the demographic you are targeting
Questions >>> Answers
Thanks for listening, please ask me any questions you have...
Follow us @pure360
Email me [email protected]
Or even call me 01273 647871