This document discusses 5 game changing marketing automations for 2017 according to Komal Helyer, Head of Marketing at Pure360. The 5 automations are: 1) The Welcome automation to generate new revenue from welcome emails. 2) The Journey automation to send targeted campaigns along customer journeys. 3) The Browse automation to target window shoppers. 4) The Basket automation to recover abandoned carts. 5) The Machine automation to use predictive modeling to send tailored recommendations. The document provides tips for implementing each automation and emphasizes using data, psychology, and creativity to improve customer loyalty and retention through effective automated marketing.

1. 5 Game Changing
Marketing Automations
for 2017
Komal Helyer
Head of Marketing at Pure360
@komal_helyer

2. Agenda
o About me
o About Pure360
o Why?
o The 5 Automations
o The Essentials

3. About Me
o Head of Marketing @Pure360
o Over 17 years email & digital experience
o Led the email strategic direction for many leading brands including HSBC,
Carphone Warehouse, Black & Decker & Screwfix
o Follow me - @komal_helyer

4. About Pure360
o Marketing Automation suite powered by
email
o Unique combination – best of breed tech
& a maturity model framework
o Taking clients on a journey of
improvement

5. The Email 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. Why?
o Increase team efficiency
o Save time
o Communicate in real time
o Real time comms can increase results significantly
o Increase customer lifetime value
o Create a relevant personalised experience

7. The Welcome
o Generate 320% more revenue than promo
emails
o 86% increase in open rates and 196%
increase in CTR
o Top Tips:
o Be Quick
o Optimise the subject line
o Set expectations
o Get in the inbox
o Grow your followers
o Acquire more data
o Create a series of simple emails

8. The Journey

9. The Travel Journey

10. The Browse
o Target consumers that browse but don’t buy
o Add up to an additional £35,000 per £1m
turnover
o These are window shoppers so be considerate
when writing copy
o Top Tips:
o Be recognisable
o Concise & Simple
o Follow your web branding & tone of
voice
o Be more generic than a basket
campaign
o Strong Call to Action

11. The Basket
o 67% of baskets are abandoned
o 88% online shoppers who abandon
could buy elsewhere
o 90% of abandoned baskets go cold
after 1hr
o 45% of abandoned emails are opened
o Increase sales by up to 8%

12. o Aside from achieving a sale – it is about
creating a meaningful experience…..
o Top tips:-
o Clarity
o Show what is in the basket
o Include suggestions
o Clear & Strong CTA
o Send in real time – 20-30mins
o Send a series

13. 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

14. The Machine

15. o People like you buy
o Frequently bought with this
o After viewing this people buy

16. The Considerations
o Data
o Psychology
o Creativity
o Mobile
o Don’t forget

17. Data

18. Psychology
Intellectual – When you have time to
consider your decisions and make them
based on facts
Emotional – When you are short of time
and decisions are based on emotions
The two sides of the brain

19. Colour is key

20. Which won?

22. Images invoke powerful responses

23. Automated Creativity
o Countdown clocks can help drive urgency
o Maps and weather forecasts increase context
o Up to date stock levels and localised product info increases relevancy
o Increase engagement with live content

24. Think Mobile…..

25. Don’t be Dora…..

26. 3 Key Takeaways
1. The 5 best automations to improve your customer loyalty and retention:
 Welcome
 Journey Based
 Browse
 Basket
 Machine
2. Be creative and tap into emotional side of your consumer
3. And don’t forget! Automations should be reviewed at least every 6 months