Pure360 Progression | The Secret of Simple List Management by Jonny Davies

www.pure360.com @Pure360
The secret of simple list
management to create
targeted campaigns
Jonny Davies
Account Director, Pure360

Agenda
• The challenge
• The sign-up process
• A strategy for growth
• Managing your lists
• Demographic segmentation
• Segment using recipient data
• Automatin persona segments
• Trigger real time emails
List Management
Targeted Campaigns

List Management
The Challenge

“We want to reach more potential
customers and grow our revenue from
email, but building a list organically
seems time consuming.”

We need more
subscribers now!
Buy a list.
We need genuine,
engaged subscribers!
Build organically.

Which source provides the best cost-
per-acquisition?
-Direct Marketing Association UK
Customer Acquisition Barometer 2014

List Management
Collecting Sign-Ups

Why do you want my cat’s name??
-Direct Marketing Association UK
Consumers are clear about the two
most decisive influences on their
decision to share information:

A site with a pop-up/lightbox will on average generate 400% more
email opt ins.
-Econsultancy
Optimise your sign-up process

Your sign up form should...
Be easy to find
Collect email & a few other key fields
Explain the value
Have double opt in
Be mobile Friendly
Be reviewed on a regular basis

Subscribe your Facebook Audience
Collect at events
and in store

List Management
Have a strategy to grow

Offer something in return
Utilise social media
Promote at events and in store
Run Competitions

Viral Promotions
16,000 entries in 2 weeks.
10,000 brand new subscribers.
56% increase in list growth

List Management
How are you managing yours?

Have a schedule
Data health check
Bounce cleaning
Re-engagement campaign
Unsubscribe inactive
recipients

Where else does your list data come from?
Pure360 clients
saved on
average £13.5K
per year when
integrated

Think about your audience and which kind of
sign up process will capture the most
recipients.
Plan your strategy & measure your growth -
make your brand engaging and entice with
incentives.
Manage your data by keeping it clean and be
honest with yourself about the unengaged.
List Management in Summary

Targeted Campaigns
Demographic segmentation

Relevant emails drive more than 18 times more revenue
than general ‘e-blasts’.
Jupiter research
Return Path, 2013

econsultancy.com
Gender
'Lack of help
when needed’
‘Top problem
experienced when
shopping’
‘Finding a
parking spot
closest to the
door’
Which means:
Care, experience and
joy
Which means:
Quick, no hassle
29% 29%

32% of 18-24 year olds said they
engage with vouchers and offers
42% of 55 - 64 year olds said they prefer
product recommendations based on
search or purchase history
Age
econsultancy.com

Location
How can you gather more
relevant demographic
data?

Targeted Campaigns
Build Personas

Direct Marketing Association UK
● Targeted products to a recipient based on their persona
● Nurture leads in a certain persona segment
● Create specific blog content
● Remove guess work of your content creation
Persona Creation
Amy – Marketing Director Paddy - Designer Matthew – Head of ITLawrence - Marketing Exec

Targeted Campaigns
Automate your segments

Companies that use marketing automation have 53%
higher conversion rates than non-users, and an annualized
revenue growth rate of 3.1% higher
Aberdeen Group

Objective: To educate the population on healthy pregnancy and child
development and reduce resource required by GPs and therefore save the NHS
money
Solution: Automated lifecycle of informational emails and SMS pre and post due
date up to 2.5yrs old
Case Study

Targeted Campaigns
Trigger real time emails
based on behaviour

Triggered emails achieve an
average of 70.5% higher
open rates and 152% higher
CTR.
Epsilon
Remember the welcome
process
Four times the open rate
and five times the CTR of
traditional newsletters.
Experian
Welcome Emails

Achieve 12% uplift in online sales through abandon cart and
browser emails.
Recovery Emails

Not yet purchased
Identify visitors who have yet to
buy but are active on your
website. Consider sending an
email asking if you can assist in
their purchase or offer similar
items

Product recommendations
You can target on an
individual level; reflecting
what an individual has been
viewing or purchasing on
your site, on a crowd
sourced level; such as hot or
trending topics, or on a
product level; showcasing
new or related products

First time buyers
Offer useful information by
using transactional emails to
update them on their
purchase, delivery times or
to suggest items directly
related to their purchase
which they may require in
the near future.

Think about your segments, and which kind content is
relevant to them.
Begin conducting research into your audience and
collecting data to build personas.
Set up automated campaigns to create a welcome lifecycle
and re-engagement.
Focus on triggered emails based on real time data.
Targeted Campaigns in Summary

Thanks for Listening…

Pure360 Progression | The Secret of Simple List Management by Jonny Davies

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