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.

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!

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

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

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
jonny.davies@pure360.com
01273 664115

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

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