How three retail brands conquered their email marketing challenges to increase sales - Internet Retailing Expo 2015
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Three retail brands conquered their email marketing challenges to increase sales by improving data capture and sending targeted campaigns. They aligned digital channels to feed into email marketing and implemented strong welcome campaigns. One brand saw a 69% increase in ROI and exceeded revenue targets. Another saw a 2% increase in open rates, 15% click through rates, and a 1000% ROI with sales increasing 100% year over year. The document provides tips for capturing customer data to build personas, identifying key performance indicators to measure success, and not being afraid to try new things.
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How three retail brands conquered their email marketing challenges to increase sales - Internet Retailing Expo 2015
- 1. How three retail brands conquered their email marketing challenges to increase sales
- 2. Katie Finch Sales Manager Tom Howes Senior Business Development Manager
- 4. • 3 retail case studies • Tips for increasing customer engagement • Questions • Group Activity What we’ll cover today
- 6. • More control and flexibility • Increase return from email • Improve open to click rate • Hitting the inbox at the right time using Intelligent Time Sending • Using what you know about your recipients to create relevant content
- 7. The Result •69% increase in ROI •Exceeded revenue target •Highest send to a friend •Highest open to click rate
- 8. 16k Entries 10k Unique 16k Entries 10k Unique The Result:
- 9. • Increase online sales • Better compete in a crowded online marketplace • Develop a marketing strategy that worked with other marketing channels • Introduce and optimise new features • Align all the social media sites to feed directly into their email marketing activity • Keep sign of the customer journey through all channels
- 10. The Result •Uplift of 2% in open rates •Click through rates of 15% Which meant… •ROI of 1000% •Sales increasing by 100% year on year.
- 12. 1. Capture data more effectively and create targeted campaigns as a result
- 13. 2. Align all your digital channels to feed directly into their email marketing
- 14. 3. Strong Welcome Campaigns
- 15. 4. Create customer personas • Who are your customers? • Use customer data to build rich personas • Gender, birthday, location • Categories, brands, online or in store • Email or SMS
- 16. 5. Identify key performance indicators to measure success • Measure KPIs against your platform functionality and make them scalable • Don’t be afraid to try new things
- 17. Thanks for listening… …any questions?
- 18. Group Activity • Groups of 10 • Pick a scribe • Follow the instructions • Prize for the winning group!
- 19. Come and speak to Pure360… • Stand C72 • Tweet us @Pure360 • www.pure360.com
Editor's Notes
- Welcome email – high open rates as the customer is at the highest point of engagement after just signing up for emails Favourite supermarket – if for instance, Sainsburys have an offer on Jordans cereals, you can send a specific campaign to everyone who has picked Sainsburys as their favourite supermarket and drive them to the store to purchase
- Where are you making most of your money from?
- Lots of content – they tell you ‘what’s in it for you’ at the top Busier and busier - Automate some of this?
- If new things work and you’ve made them scalable you can roll them out across the board.