Introducing PureAcademy - Pure360’s free workshop programme that aims to empower marketers to be the best they can be with sessions designed to build on your professional development and help you further your marketing career. Hosted by our in-house Customer Success experts, we provided a hands-on session loaded with practical advice to take away and start implementing straight away. We took our guests through best practice advice and helped them take a step back to refocus on why you do what they do. We introduced the SMART planning framework and helped them set appropriate marketing goals and actions for the next year. What we covered: - Learn how to plan the SMART way and create clear KPIs to help you meet your business objectives​ - Finish the day with a better understanding of your clients and why you do what you do - Make your working day more efficient with tactical tasks aligned to your strategic plan - Improve your methods of monitoring, reviewing, and prioritising your campaigns.

1. PureAcademy:
S.M.A.R.T Planning & Tactics Workshop
July 2019

2. Today’s Agenda
● Introductions & housekeeping
● Pure360s Maturity Model
● Understand why we do what we do
● SMART Planning
● BREAK (15 mins)
● Annual planning & tools to take away
● LUNCH
● Smart Tactics
● Put in practice what you’ve learnt - Working Groups

3. INTRODUCTIONS
&
HOUSEKEEPING

4. What will I get out of today’s session?
● Time away from the office and any distractions
● Time to clearly focus on your marketing strategy
● Question whether you are focused on the right objectives
● The tools to articulate your goals clearly
● The importance of setting KPIs for every task you implement
● Leave with the beginning of a solid SMART plan
● Better understanding of how Pure360 can support you

6. Email, SMS, Social, Ads, Push,
Direct
Web triggers & personalisation
Systems integration
Pure360 Marketing Hub
Customer Data Platform
ChannelsSources
● Pre-defined segments
● Audience profiling
● Revenue Optimisation
● Customer Lifetime Value
● Propensity to buy
● Lookalike Audiences
● Online purchases
● Offline sales
● Channel engagement
● Web behaviour
● Demographic/CRM
● Returns data
● Support data
Insights

7. The Broadcaster
The Segmenter
The Recommender
The Predictor
Broadcast to as many people
as possible
Focus on lead generation,
traffic, opens, clicks
Small database
Limited resources
Sending relevant targeted
campaigns to demographic
segments
Focus on increasing revenue
and engagement
Struggling with disparate
systems and databases
Sending frequent targeted
campaigns, product
recommendations and
upselling
Focus on building
relationships and loyalty
Increasing use of data
Reliant on IT resources for
data management
Struggling to achieve a single
customer view
Sending based on lifecycle
engagement and behavioural
predictions
Focus on retaining customers,
increasing loyalty and
generating scalable revenue
Struggling to stay ahead of
competition and perfect
automation capabilities
The Pure360 Maturity Model

10. Document your objectives
1. What is the company objective / goal?
2. What is the department objective / goal?
3. What is expected of you?
(5 minutes)

11. What are KPIs and why are they important?

12. Key Performance Indicator (KPI) is a critical metric that
measures the success of a specific activity or objective used to
measure business goals.

13. ● Gives marketing efforts purpose
● Reduces time wasting - if you can’t measure it, why are you doing it?
● They’re success metrics to help you reach key business objectives
● Helps to track performance (personal and team)
● Makes reporting easier!
Why KPIs are good

15. What are SMART objectives
SMART is an acronym which provides criteria to guide in the setting of objectives
S Specific
Details exactly what needs to
be done
M Measurable
Achievement or progress that
can be measured
A Achievable / Attainable
Objective is accepted by
those responsible for
achieving it
R Relevant
Objective is relevant to the
business and job function
T Timed
Time period for
achievements is clearly
stated

16. Alongside having KPIs, using the SMART model will
also:-
● Increase your campaign success rate
● Supports your clarity in decision making when prioritising tasks
● Optimises resources (people and budget)
● Make it easier to communicate across the business
● Enable larger objectives to become more achievable when broken
down into SMART tactical tasks

17. SMART Objective Examples
“Increase website visits by 10% in June, July and August 2019
compared to the same period in the previous year.”
“Increase the average order value of online sales to £35 per
customer by the end of August 2019.”
“Reduce customer database churn rate by 5% by December 2019.”

18. ● Done: We know our business goals / objectives
● Next: We’ll clearly define our objectives that feed back up to our goals
Steps to setting SMART Objectives

20. Acquisition
Customer Growth
Retention
The Customer Lifecycle

21. Customer Lifecycle Audit
Map current activities and the activities you need to
action to meet your objectives
(Acquisition / Growth / Retention)
(5 minutes)

22. Today’s Agenda
● Introductions & housekeeping
● A brief welcome from Pure360’s CEO - Mark Ash
● Understand why we do what we do
● SMART Planning (with a brief 5 minute break)
● Annual planning & tools to take away
● BREAK
● Smart Tactics
● Put in practice what you’ve learnt - Working
Groups
● LUNCH

23. S Specific
Details exactly what needs to
be done
M Measurable
Achievement or progress that can
be measured
A Achievable
Objective is accepted by those
responsible for achieving it
R Relevant
Objective is relevant to the
business and job function
T Timed
Time period for achievements is
clearly stated

24. S - Specific - Examples
Objective: “I need to grow the number of marketable
contacts in the customer database”
Objective: “We need to increase online sales conversions”
Objective: “ I want to reduce customer churn rates”

26. SMART GOAL / OBJECTIVE PLANNING
1. Pick one of your objectives (front page)
1. Write down that Goal in the Draft Goal Statement line
of the Smart Goal Planning template
1. Complete the “Specific” section of the template
(5 mins - confer with your neighbours!)

27. ● Done: We know our objectives / goals
● Done: We’ve clearly defined one of our goals / objectives
● Next: We need to ensure it can be measured
Steps to setting SMART Objectives

28. S Specific
Details exactly what needs to be
done
M Measurable
Achievement or progress that
can be measured
A Achievable
Objective is accepted by those
responsible for achieving it
R Relevant
Objective is relevant to the
business and job function
T Timed
Time period for achievements is
clearly stated

29. M - Measurable - Achievement or progress that can be
measured
What are you currently measuring? For example:-
● Revenue by channel
● Return on Investment
● Sign up rates
● The value of an email address
● Customer Lifetime Value
● Open rates
● Click Rates
● Bounce/Blocked Rates
● Churn Rates
● Conversion Rates
● Average Order Values
● And so much more!
What % increase do you need to see across those metrics? Why?

31. Can your goal be measured? How?
Document how you intend to measure your
success of this goal and what metrics will you
want to monitor
(5 minutes)

32. ● Done: We know our objectives
● Done: We’ve clearly defined our goals / objectives
● Done: We know how to measure our objective and set KPIs
● Next: Let’s find out if it is achievable
Steps to setting SMART Objectives

33. S Specific
Details exactly what needs to be
done
M Measurable
Achievement or progress that can
be measured
A Achievable
Objective is accepted by
those responsible for
achieving it
R Relevant
Objective is relevant to the
business and job function
T Timed
Time period for achievements is
clearly stated

34. Should you accept or set an objective that states:-
“Increase of 30% in email sales” when you know email lists have been
declining every month?
Will a “30% increase in email clicks” really increase sales?
Who will be responsible and available to deliver the tasks involved?
Is it achievable?

35. Document the dependencies required for the
objective / goal to be achievable
(5 minutes)

37. ● Done: We know our objectives
● Done: We’ve clearly defined our goals / objectives
● Done: We know how to measure our goal and set KPIs
● Done: We’ve outline how it can be achieved
● Next: We’re going to look at the objective’s relevancy to the business
Steps to setting SMART Objectives

38. S Specific
Details exactly what needs to be
done
M Measurable
Achievement or progress that can
be measured
A Achievable
Objective is accepted by those
responsible for achieving it
R Relevant
Objective is relevant to the
business and job function
T Timed
Time period for achievements is
clearly stated

40. Complete the relevancy of the goal to the
business and your role
(3 minutes)

41. ● Done: We know our objectives
● Done: We’ve clearly defined our goals / objectives
● Done: We know how to measure our objectives and set KPIs
● Done: We’ve outline how it can be achieved
● Done: We’re confident the objective is relevant
● Next: We’ll set a deadline to achieving our goal / objective
Steps to setting SMART Objectives

42. S Specific
Details exactly what needs to be
done
M Measurable
Achievement or progress that can
be measured
A Achievable
Objective is accepted by those
responsible for achieving it
R Realistic
Objective is relevant to the
business and job function
T Timed
Time period for achievements is
clearly stated

43. Impact Effort Matrix

44. Impact Effort Matrix
Plot your most common regular tasks along with
new key goals
(2 minutes)

45. Complete the Time Based section of the goal
planning
(3 mins)

46. Example: Plot your SMART Objectives into a Quarterly plan
Q1
Focus: Apr / May / Jun
Q2
Focus: Jul / Aug / Sep
Q3
Focus: Oct / Nov / Dec
Q4
Focus: Jan / Feb / Mar
Leading to value of
Objective
Completion
Tactics to
implement
aligned to
business
strategy
Quarterly results review
(Website browse page
updates)
Browse Abandonment
Post Purchase
Review Welcome
Emails
Website sign up update
Website preference
centre updates
Loyalty / VIP
Re-engagement review
alongside Lapsed
Purchase
Purchase Renewal
(seasonal)
Quarterly results review
(end of July)
(Website updates to
product pages)
Segment Builder
(persona / behaviour
based segments)
Split the customer base
in by transactional and
disengaged behaviours
Personalised onsite
banner (sign ups)
Recommendation blocks
at checkout / product
pages
Quarterly results
review
Welcome Emails
adapted by data
source
Split Content Testing
(web and email)
Start planning RFM
Model
Quarterly results review
Implement RFM Model
Increase revenue
generated from
email
Improve
customer
conversion rates

47. ● We know our objectives
● We’ve clearly defined our goals
● We know how to measure our goal and set KPIs
● We’ve outline how it can be achieved
● We’re confident the goal is relevant
● We’ve identified our priorities and set a deadline to
achieving our goal
What we have covered so far

49. Email, SMS, Social, Ads, Push,
Direct
Web triggers & personalisation
Systems integration
Pure360 Marketing Hub
Customer Data Platform
ChannelsSources
● Pre-defined segments
● Audience profiling
● Revenue Optimisation
● Customer Lifetime Value
● Propensity to buy
● Lookalike Audiences
● Online purchases
● Offline sales
● Channel engagement
● Web behaviour
● Demographic/CRM
● Returns data
● Support data
Insights

50. The Broadcaster
The Segmenter
The Recommender
The Predictor
Broadcast to as many people
as possible
Focus on lead generation,
traffic, opens, clicks
Small database
Limited resources
Sending relevant targeted
campaigns to demographic
segments
Focus on increasing revenue
and engagement
Struggling with disparate
systems and databases
Sending frequent targeted
campaigns, product
recommendations and
upselling
Focus on building
relationships and loyalty
Increasing use of data
Reliant on IT resources for
data management
Struggling to achieve a single
customer view
Sending based on lifecycle
engagement and behavioural
predictions
Focus on retaining customers,
increasing loyalty and
generating scalable revenue
Struggling to stay ahead of
competition and perfect
automation capabilities
The Pure360 Maturity Model

51. Scenario Working Groups
1. Your objectives
2. Your KPIs
3. Review your priorities
4. Plot your tasks across the annual quarters

52. SMART Tactics

53. SMART Dynamic Acquisition Tactics
Email capture
popover
Crowd-sourced
product
recommendations
Social Media
Integrations
Exit intent pop-over
Personalised
banner
Personalised offer
Reviews
Delivery
Countdown Timer
Personalised
product
recommendations
Price drop alert
Cart Abandon
Email
Browse
abandonment
email
Form
abandonment
email
Social proof
Product Reviews
Sale countdown
timer
Acquire

54. Popovers
Increase your signup rate by over 100%!
Maximise your lead gen efforts by creating a one on one
conversation through email
Time these based on session duration to make sure the customer
experience is not interrupted
Land

55. Exit Intent
Handle key purchase objections
Offer incentive to purchase
Give the customer a way to ‘save for later’
Think about where that customer could be leaving
from?
Leaving the homepage? Leaving the cart?!
Browse

56. Personalised offers
Limit your impact on margin
Take into account key personal data such as:
Lead source
Products viewed
Time spent on website
77% of shoppers say discounts can influence where
they shop, and 48% say they can speed up the
decision-making process
Browse

57. Countdown timers
Increase urgency of purchases.
Countdown to sale ending
Countdown to next day delivery
Countdown to product expiry
In the example on the right, the countdown timer
increased conversions by 300%!
Cart

58. Tool tips/Nudges
If you have forms to fill out or complex checkouts
(B2B/Travel) or a potentially ageing audience help
smooth the process through with tool-tips and
nudges.
If someone is loitering on a page because of a
difficult form, give them hints and tips or ask
them to call in.
If someone is in the process of purchasing let
them know how long left you have for the
purchase to take place. Make it EASY and CLEAR.
Cart

59. Product recommendations
Showing the customer popular products
Showing products related to products they are
viewing
Showing the customer items they have previously
viewed
Upto 31% of total eCommerce websites revenue can
be attributed to Personalised Product
Recommendations!
Amazon attribute 35% of all of its revenue to
crossselling!
Cart

60. Abandon Basket & Browsers
65% of shoppers abandon checkout forms
88% of shoppers never even reach the cart
Cart Abandonment tools see an average 6%
increase in Conversion Rate
Emails must be sent in real-time because 90% of
the leads go cold in one hour
Abandon

61. Review Campaigns
Reviews are more powerful than ever before.
People trust online reviews nearly as much as a
personal recommendations.
Maximising touchpoints regarding their experience
and gaining those reviews to help social proof
further services.
These will help with retention and acquisition.
Feefo also report a 10% increase in click through
from Google with organic reviews.
Buy

62. SMART Dynamic Retention Tactics
Welcome mat for
additional data
capture
Personalised
homepage banners
Recommendations
based on Purchase
history
Incentivised Review
request
Incentivised
Loyalty Scheme
Exclusive products
and services
Customer Reviews
Cross Sell
Recommendations
Upsell
Recommendations
Impulse Buys (low
touch purchases)
Cart Abandon
Browse Abandon
Form abandon
Price Drop Trigger
Back In Stock
Exit intent offer
Replenishment
email
Repeat Purchase
Discount
Review Request
Invite
Loyalty Scheme
Invite
Retain

63. Personalised Homepages/Banners
Land

64. Personalised Homepages/Banners
No seriously...
Land

65. Personalised Homepages/Banners
A study on Marketing website Moz reported:
1.5% increase in engagement
113% increase in conversions to Solutions page
117% increase in conversions on “Test it Out” CTA to start
account creation process
They had 26 homepage variations!
What do you think would help a returning customer to your
site?
Land

66. Incentivise reviews
One of our customers saw an increase in abandon
basket conversions of 38% by using reviews.
If reviews can increase your conversion rates by X
then start taking full advantage of your existing
customers.
Incentivise reviews of products to not only drive
repeat purchase but increase your overall revenue
uplift!
Browse

67. Loyalty Scheme
Consumers with an emotional connection to a brand
have a 306% higher lifetime value, stay with a brand
for an average of 5.1 years vs. 3.4 years, and will
recommend brands at a much higher rate (71% vs.
45%)
52.3% of customers will join a loyalty or VIP program
Nearly 80% of consumers said it took at least three
purchases for them to consider themselves loyal and
37% said they weren’t loyal until they had made at
least five purchases
Browse

68. Replenishment Campaigns
Live replenish on your website.
If your email list is 100k but you get 300k visitors a
month to your site, reach out to people not on your
email list by running live replenishment
campaigns.
Someone is back on the site with in 30 days of
buying an item that should last 30 days? Ask them
if they are running low!
Buy

69. Awareness Interest Desire Post Action
Welcome
Nurture
Prospect
Lapsed
Engagement
Data Enrichment
Newsletter
Competition and
Surveys
Sale emails
Product
emails/guides
Event emails
Abandon Browse
Abandon Cart
Abandon form
Price Drop
Back in stock
Thank
you/Welcome
Home
Review Journey
Loyalty Journey
Replenishment
Upsell
Cross Sell
Lapsed Purchase
SMART Email Tactics

70. The best practice tactics we typically see

71. Awarenes
s

72. Welcome emails
Welcome emails generate between 50-60% open rates
Welcome emails are 50% - 86% more effective than email
newsletters
Subscribers who receive a Welcome email show 33% more
engagement with the brand
Despite these numbers, just 57.7% of brands send Welcome
emails to their newly subscribed users

73. Nurture/Prospecting
Address Major Objection – Day 1 – In the form:
“Most people think X, but if they only knew Y, then
Z”.
Provide Case Study/Social Proof – Day 2 – Show
them what life will be like after they have become
a customer.
Offer Help – Day 3 – Overcome obstacles. Ask them
to reply with the biggest obstacle they are facing.
“Stuck? Need some help?”.
Strong Call To Action – Day 4 – Final call email with
a strong call to action focus, “Book a consultation
today” or “Purchase X product/Holiday Today”

74. Interest

75. Newsletters & Promotions
Essential to marketing
Your newsletters and promotions should reinforce
your customer life cycle.
Everything should be aligned
Use your brand voice, is your newsletter empowering
or creating excitement?
Brand building and engagement
Ad hoc newsletters can create new opps and new life
cycles by themselves

76. Competitions & Surveys
The chance to gain engagement & the opportunity to
learn more about recipients
WIIFM? (what's in it for me?) Everyone needs a
reason to do something
Your incentive doesn't always have to be money, just
remember WIIFM
Make it easy. Entering needs to be pain free & the
time for entering or filling in needs to be considered
Make it an exchange for something that could help
you know more about them
Know your audience - is the prize what they really
want?

77. Desire

78. Abandon Basket & Browsers
65% of shoppers abandon checkout forms
88% of shoppers never even reach the cart
Cart Abandonment tools see an average 6%
increase in Conversion Rate
Emails must be sent in real-time because 90% of
the leads go cold in one hour

79. Post - Action

80. Replenishment Campaigns
One of our customers currently converts at 33% on
their replenishment email campaigns!
Replenishment emails have an average open-rate
of 50-60% and an average click-rate of 40-50%. In
other words, they are a golden opportunity for your
brand to generate recurring revenue.

81. Review Campaigns
Reviews are more powerful than ever before.
People trust online reviews nearly as much as a
personal recommendations.
Maximising touchpoints regarding their experience
and gaining those reviews to help social proof
further services.
These will help with retention and acquisition.

82. Don’t forget...

83. SMS
Email is not the only channel worth exploring.
SMS has a higher interaction rate than any other
form of instant communication.
Think about information and important messages
to keep the customer engaged around their entire
experience with you.
SMS is also a great last ditch re-
engagement/replenishment tool for last minute
deals when a repeat purchase has not been
obtained.

84. Direct Mail
Direct mail was the largest growing marketing
channel of 2018, with video being tipped for 2019.
With an average conversion rate of 5.1% it is
perfect in any direct communications strategy.

85. Maximising your touch points with monetary
segmentation…

86. Hesitant
VIP
Lapsed
Yet to make a purchase
Price sensitive
Timed coupon
Browse/cart abandonment email
Very responsive to marketing
Impulse buyer
Exclusive sale access
Post-purchase upsell
Hasn’t purchased in a while
Unresponsive to marketing
‘We miss you’ discount
Behaviour Offer
Persona Examples

87. Land CartBrowse Abandon Buy
Trending
products
Personalised
homepage
banners
Recommendations
based on their
previous purchase
Exit Intent Pop-
over
User Generated
Content (social
proof)
Cart
Abandonment
email
2nd purchase
discount
Personalised recs
Individual
coupons
Post sale trigger
Browse
Abandonment
Cross-sell
recommendations
Up-sell
recommendations
Price-drop alert /
back in stock
alerts
Replenishment
Customerlifecyclestage
Email
Social Proof
Live recs
Live coupons
Hesitant
VIP
Lapsed

88. EXAMPLE of scenario

89. Scenario Working Groups
1. Your objectives
2. Your KPIs
3. Review your priorities
4. Plot your tasks across the annual quarters

90. Thank you!