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5 game-changing Marketing Automations for 2017


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Practical ideas to start your Marketing Automation or take it to the next level from Komal Helyer, Head of Marketing at Pure360.

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5 game-changing Marketing Automations for 2017

  1. 1. Digital Marketing Priorities 2017 Summit Brought to you by: 5 game-changing marketing automations for 2017 Komal Helyer Head of Marketing Pure360 Start working smarter, not harder, with five essential automated campaigns that will transform your marketing in 2017
  2. 2. 2 Agenda  About me  About Pure360  Why?  The 5 Automations  The Essentials
  3. 3. 3 About me  Head of Marketing @Pure360  Over 15 years email and digital experience  Worked with leading brands inc HSBC, Carphone Warehouse, Black & Decker & Screwfix  Follow me - @komal_helyer
  4. 4. 4 About Pure360  Marketing Automation suite with email at it’s core  Unique combination – Best of breed tech with a strategic maturity model framework  Taking clients on a journey of improvement
  5. 5. 5 The Pure360 Maturity Model Broadcast to as many people as possible Focus on lead generation, traffic, opens, and clicks Small database Limited resource 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 life cycle engagement and behavioural predictions Focus on retaining customers, increasing loyalty and generating scalable revenue Struggling to stay ahead of competition and to perfect automation capabilities
  6. 6. 6 VOTE  Do you currently have a marketing automation tool implemented?  Yes  Plan to in the next 12months  No, but we would like to in the next 2-3years  No and unlikely to
  7. 7. 7 Trends eConsultancy Smart Insights
  8. 8. 8 Why?  Increase team efficiency  Save time  Communicate in real time – based on behaviour  Real time comms can increase results significantly  Increase customer lifetime value  Create a personalised experience
  9. 9. 9 The Pure360
  10. 10. 10 The Welcome  Generate 320% more revenue than promo emails  86% increase in open rates and 196% increase in CTR  Top tips –  Be Quick  Optimise the subject line  Set expectations  Get in the inbox  Grow your followers  Acquire more data  Create a series of simple emails
  11. 11. 11 The Journey
  12. 12. 12 The Disney Journey
  13. 13. 13 The Browse  Target consumers that browse but don’t buy  Add up to an additional £35,000 per £1m turnover  These are window shoppers so be considerate when writing copy  Top tips:-  Easily recognisable that it is from your brand  Clear concise and simple  Follow the website branding and tone of voice  Show some of the products that were browsed  Strong Call to Action
  14. 14. 14 The Basket  67% of baskets are abandoned  88% online shoppers who abandon could buy elsewhere  90% of abandoned baskets go cold after 1hr  45% of abandoned basket emails are opened  Sending basket abandoned triggers could increase sales by up to 8%
  15. 15. 15  Aside from achieving a sale – it is about creating a meaningful experience…  Top tips:-  Clarity  Show what is in the basket  Include product suggestions  Clear and Strong CTA  Send in real time – 20-30minutes after they have left the website  Send a series of emails to entice back
  16. 16. 16 Case Study “We have an abandoned basket programme that is structured so that if you put products into the basket, but then abandon it , you will receive emails 30 minutes, 24hrs and 72 hrs later” “Recovered revenues through this programme has increased revenues 10% month on month, with an overall increase of 97% since implementation” Martin Bradford Walls & Floors
  17. 17. 17 The Machine
  18. 18. 18 “People like you buy”  Takes into consideration the history for each shopper and what they have browsed  Understands what other people have bought after viewing certain products  Perfect for simple website personalisation
  19. 19. 19 “Frequently bought with this”  This is connected to the specific product and what people have ended up buying with it  Excellent cross sell tool along with inserted in basket abandoned emails  Perfect for using on a “did you forget” page on the checkout
  20. 20. 20 “After viewing this, people buy”  This can be used to increase the breadth of products or pieces of content that a viewer can see  The rules should be set to show the highest converting products bought by people viewing the current product
  21. 21. 21 The Considerations  Data  Psychology  Creativity  Mobile  Don’t forget..
  22. 22. 22 Data
  23. 23. 23 Psychology
  24. 24. 24 The two sides of the brain Intellectual – making a conscious decision based on facts Emotional – when your emotions are called into play to make decisions for you You have 3-4 seconds to get someone's attention in an email, probably less if viewing on a mobile device
  25. 25. 25 Colour is key 90% of an assessment for trying out a product is made by colour and visuals alone
  26. 26. 26 Which Test Won? Vote Now.  A. Green  B. Red
  27. 27. 27 Which Test Won?
  28. 28. 28 Images invoke powerful responses
  29. 29. 29 Case Study
  30. 30. 30 Automated Creativity  Countdown clocks help drive urgency  Maps and weather forecasts increase context  Up to date stock levels and localised product info increases relevancy  Increase engagement with live content
  31. 31. 31 Think Mobile…
  32. 32. 32 Don’t just keep swimming..
  33. 33. 33 To conclude  The best 5 automations to improve your customer loyalty and retention  Welcome  Journey based  Browse  Basket  Machine  There are many things that you need to consider when setting up automations  Don’t forget about them! Automations should be reviewed at least once every 6 months