The document outlines a session led by Chantelle Knoetze on SMART planning, focusing on understanding business objectives, setting KPIs, and leveraging email marketing strategies. It includes activities for identifying brand objectives, auditing current practices, and planning improvements over a 12-month timeline using the Pure360 maturity model. Participants are guided through frameworks and actionable tasks to enhance their marketing performance and operational efficiency.

1. PureProgression:
S.M.A.R.T Planning
Chantelle Knoetze - Key Account Director

2. Introductions

3. Today’s Agenda
● Session Overview - what to expect and what you’ll get out of today
● The Pure360 Maturity Model and Best Practice Framework
● Why we’re doing what we’re doing
● What does your brand slogan look like?
● Identifying your own objectives
● Understanding why KPIs are important
● BREAK
● Introducing SMART planning
● Auditing your current activities against Best Practice
● Gap analysis of your customer life cycle
● How to plan your time
● Plotting your priorities
● Mapping out your objectives for the next 12 months

4. ● Time away from the office
● Clear focus time to think about how email needs to work for you
● Ensure you know why you’re doing what you are doing
● Identify how to get the most out of your email strategy
● Ensure you are focused on the right objectives
● Articulate what your goals are
● Ability to set KPIs or expand on existing KPIs
● A plan to help you achieve your KPIs
● An understanding of how Pure360 can help
What will I get out of today’s session?

5. 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

7. 1. Most if not all companies know “what”
business they are in.
1. Some know “how” they do what they
do (via their differentiating value prop)
1. Few know the real reason to “why”
they do what they do

9. ACTIVITY 1: What is your brand tagline?
(2 minutes)

11. ACTIVITY 2: Document your objectives
1. Company
2. Marketing
3. Personal
(15 minutes)

12. What are KPIs and why are they important?

13. Key Performance Indicator (KPI) is a measurable value that
demonstrates how effectively a company is achieving key
business objectives. Organizations use KPIs to evaluate their
success at reaching targets.

14. ● Gives your marketing efforts purpose
● Defines the role they play in reaching your key business objectives
● Allows you to keep track of your performance
● Gives you an opportunity make improvements / refine campaigns
● Enables you to track whether you are delivering on your “why”
Benefits of setting KPIs

15. Introduction to SMART planning

16. 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
Objective is accepted by
those responsible for
achieving it
R Realistic Objective is possible to attain
T Timed
Time period for
achievements is clearly
stated

17. Why use SMART objectives?
● Generic objectives are less likely to be achieved
● They help keep you focused
● They provide you with clarity in terms of your decision making process -
“Does this get me closer to my goal?”
● They help you optimise your resources
● Easier to communicate across the team / business
● Progress is easy to monitor
● Missed targets are more easily identified
● It’s easier to visualise what success could look like
● Large goals are harder to achieve, but they become easier when you
break them down into bite sized chunks

19. 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 possible to attain
T Timed
Time period for achievements is
clearly stated

20. S - Specific - Details exactly what needs to be done
What KPIs can we set that feed into the objectives that we
documented earlier in the session ?
How can we plan to adapt our current email marketing to
meet these KPIs?

21. For example:
KPI = To increase engagement with emails to prompt a higher level of
conversion
Objective = To increase open and click rates
KPI = To increase traffic to the website by 15%
Objective = To increase clicks generated through email to provide additional
traffic
KPI = To grow database size by 20%
Objective = To maximise viral reach of emails and to drive email sign ups
S - Specific - Details exactly what needs to be done

22. Questions you can ask yourself during the process:-
● What exactly do I want to achieve?
● Where?
● How?
● When?
● With whom?
● Why?

23. ACTIVITY 3: Document your specific KPIs
(15 minutes)

24. 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 possible to attain
T Timed
Time period for achievements is
clearly stated

25. M - Measurable - Achievement or progress that can be
measured
A look back over the last year – what has worked and what has not?
What do your current email marketing metrics look like?
● Sign up rates
● Open rates
● Click Through Rates
● Click to Open Rates
● Bounce/Blocked Rates
● Opt Out Rates
● Conversion Rates (if known)
● Current ROI (if know)
What % increase do you need to see across those metrics?

26. For example:
KPI = To increase engagement with emails to prompt a higher level of
conversion
Objective = To increase open and click rates
KPI = To increase traffic to the website by 15%
Objective = To increase clicks generated through email to provide additional
traffic
KPI = To grow database size by 20%
Objective = To maximise viral reach of emails and to drive email sign ups
S - Specific - Details exactly what needs to be done

27. ACTIVITY 4: Document your current engagement
/ conversion metrics
(15 minutes)

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 Realistic Objective is possible to attain
T Timed
Time period for achievements is
clearly stated

29. ACTIVITY 5: Best practice audit & discussion
(15 minutes)

30. Acquisition
Customer Growth
Retention
The Customer Lifecycle

31. ACTIVITY 6: Customer Life Cycle Review
(10 minutes)

32. 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 possible to attain
T Timed
Time period for achievements is
clearly stated

34. ACTIVITY 7: Let’s double check your KPIs
(5 minutes)

35. 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 possible to attain
T Timed
Time period for achievements is
clearly stated

36. Following the audit task, you should now have list of
things that you would like to achieve to improve your
results.
We now need to break those down into short and long
term goals.
T - Timed - time period for achievement is clearly stated

37. Objective 1: To decreased churn rates by 10%
Objective 2: To increase website traffic attributed to email by 8% by the end
of December 2018.
Objective 3: To increase open engagement by 20% in 3 months.
Objective 4: Streamline internal resources.
Objective 5: Increase overall deliverability of emails.
Examples of SMART Objectives (or are they?!)

38. Time planning - according to Eisenhower
“What is important is seldom urgent.
What is urgent is seldom important.”

39. URGENT &
IMPORTANT
IMPORTANT - NOT
URGENT
URGENT - NOT
IMPORTANT
NOT IMPORTANT - NOT
URGENT
Time planning - according to Eisenhower

40. ACTIVITY 8: Prioritisation task
Plot your regular tasks along with new objectives
(15 minutes)

41. Example Quarterly Objectives to achieve Strategy Objectives
Q1 (Jan-Mar)
Focus: GDPR / Data
Capture / Data enrichment
Q2
Focus: Campaign
automation
Q3
Focus: Increase
Revenues
Q4
Focus: ALL
Leading to value of
Objective
Completion
Best Practice
actions
aligned to
Strategy
Identify all subscriber
touchpoints / journey (w/c
5th Mar)
Review GDPR permissions
GDPR re-permission & Re-
engagement programme
(including preference
centre push)
ALL campaigns migrated
to Pure Intelligence
CRM Integration
Deliverability review
Webinar Journeys
Sign Up / Welcome
automation
(including database
enrichment)
Review GDPR
Data insight /
segmentation /
targeting / contact
frequency
Post registration
customer nurture
programme
CRM Integration
Consider Return Path
Certification
Post webinar
attendance
programme
Data insight /
segmentation /
targeting / contact
frequency
Data insight /
segmentation /
targeting / contact
frequency
1. GDPR
Compliance
and Best
Practice
1. Data
enrichment
1. Customer
engagement
1. Increase
sales
opportunities

42. FINAL REVIEW OF:-
1. Your objectives
2. Your KPIs
3. Review your priorities
4. Plot your tasks across the annual quarters

43. Now I have a plan, how do I move
forward with implementation?

44. Pure360 Services
Managed Automation & Campaign Services
Saves you time
Quick implementation
Meet deadlines
Creative Services
Responsive Templates
Preference Centres
Landing Pages
Creative Reviews

45. Webinar
Register: Pure360.com/webinar

46. Thank you!