Creating successful retail email marketing campaigns

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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

  1. 1. Creating successful retail email marketing campaigns Lucy Wilsdon
  2. 2. Who are Pure360? <ul><li>Pure360 are a UK based email marketing and SMS service provider </li></ul><ul><li>We provide email marketing and SMS software to over 1,500 customers including the following… </li></ul>
  3. 3. What are we going to cover today? <ul><li>6 top tips for successful retail email marketing campaigns </li></ul><ul><li>Two Seasons case study: how do you generate a 43% click through rate? </li></ul>
  4. 4. 6 tips for a successful retail email marketing <ul><li>Implement a welcome strategy </li></ul>
  5. 5. 6 tips for a successful retail email marketing <ul><li>Consider the long and short term effects of your email campaigns </li></ul>
  6. 6. 6 tips for a successful retail email marketing <ul><li>Alter the tone of your campaigns – don’t SHOUT at your recipients! </li></ul>
  7. 7. 6 tips for a successful retail email marketing <ul><li>Serialise your campaigns, give recipients a reason to open your emails </li></ul>
  8. 8. 6 tips for a successful retail email marketing <ul><li>Consider the time you send your emails </li></ul>
  9. 9. 6 tips for a successful retail email marketing <ul><li>Don’t forget the all important subject line! </li></ul>
  10. 10. Case study: Two Seasons <ul><li>Background </li></ul><ul><li>Two Seasons are the fastest growing UK board sports and </li></ul><ul><li>snow retailer in the UK, they are owned by Billabong </li></ul><ul><li>Pure360 have worked with Two Seasons for 3 years </li></ul><ul><li>Two Seasons appeal to their target market with a dialogue and a brand their customers can engage with </li></ul>
  11. 11. Two Seasons: how do you generate a 43% click through rate? <ul><li>The campaign – did you get a Golden Ticket? </li></ul><ul><li>Email sent to entire database, informing recipients </li></ul><ul><li>they had won a voucher to value of £1 - £100 </li></ul><ul><li>The recipient had to visit the site choose an item </li></ul><ul><li>and enter a unique code at point of sale to see how </li></ul><ul><li>how much they had won </li></ul><ul><li>Recipients had a week to take advantage of the code </li></ul>
  12. 12. Two Seasons: how do you generate a 43% click through rate? <ul><li>The results </li></ul><ul><li>Only one £100 voucher was given away </li></ul><ul><li>34% open rate </li></ul><ul><li>43% click through rate </li></ul><ul><li>Massive buzz generated </li></ul><ul><li>Things to consider </li></ul><ul><li>Trigger an abandoned cart email </li></ul><ul><li>Remember to send an email when people have time to convert </li></ul><ul><li>Match your email to the demographic you are targeting </li></ul>
  13. 13. Questions >>> Answers <ul><li>Thanks for listening, please ask me any questions you have... </li></ul><ul><li>Follow us @pure360 </li></ul><ul><li>Email me lucy.wilsdon@pure360.co.uk </li></ul><ul><li>Or even call me 01273 647871 </li></ul>

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