Lucy Wilsdon's presentation on email engagement, originally presented at Complete Email 2014.

1. Engagement – Looking into the finer details

2. What I look like in
my head
The depressing
reality

3. • The funnel
• The Elephant
• A great engaged experience
• How do you measure engagement?
• How do you keep your database engaged?
• Think mobile
• Key takeaways
Content

4. Data
Engagement
Conversion

5. How do you
engage with your
database?

6. Send lots of
email…?

7. • 23 x marketing emails
• 20 x prospect emails (I had not engaged/created an
account/purchased)
• 3 x emails where I was a customer (I had engaged/created
an account/purchased)
• Then I saw the email about my elephant….
What my inbox received on 26 April 2013

10. What should Own Art have done?
• Don’t assume that as I have used their finance
scheme, I have engaged with their brand
• Welcome me to Own Art
• Remind me what the value is to me
• Discuss their reach and what is available to me
• Then ask me to complete the survey with my buy in
• Do they know anyone else interested in this scheme?

11. A great engaged
experience

13. Data
Engagement
Conversion
Maintain
Engagement

14. Sign up
Preference
data
welcome
newsletter
convert
Post
purchase
review
Post
purchase
sigh up
Birthday
Loyalty
Referral/viral
How to engage

15. HOW DO YOU MEASURE
ENGAGEMENT?

16. Open rates
Click through rates
Conversion
Increased open rates
Increased click through rates
Increased conversion and regulatory of spend
Decreasing opt out rates
Positive List Growth

17. How do your
customers
engage with you?

18. Think mobile

19. Device Engagement
• Mobile will always sit on your attribution funnel somewhere
• Even if consumers don’t buy on mobile they will be researching on mobile,
optimise for it
• Cross device usage is a way of life for people, even if you can’t measure it,
prepare for it
• Consider what you are trying to do at what time?
• Just because I can open your email at any time, can I engage with you call to
action?

20. • Engagement is a an
ongoing process
• It is not a given
• Responsive design is
not the only answer
• Your competitors are
anyone else in that
inbox
• Reward beyond simple
discounts
Key takeaways

21. …Any questions?
Lucy Wilsdon
Head of Enterprise Sales, Pure360
Lucy.wilsdon@pure360.com
01273 647871
Thanks for listening!