Everyone wants to send engaging emails, but do they stop to consider what is actually meant by “engagement”? In this presentation email expert Lucy Wilsdon will discuss the finer details of email engagement, from the type of engagement that you want from your emails, to measurement, disengagement, conversion and even take away tips to increase your email engagement.

1. Using Multichannel
Marketing
to increase customer engagement and your ROI

2. Head of Enterprise
In my time at Pure360, I have helped
brands like BrandAlley, Seatwave, Hearst
Magazines and Bravissimo to improve their
results from email marketing.
I like horses, design, dislike cats and am
absolutely fine about the fact that I was 40
yesterday… not bothered at all.

3. Content
• The funnel
• The glue
• The challenges
• Multi channel working
• Data
• Key takeaways
• Questions

4. Data
Conversion
Engagement

6. The Challenges
• Are all of your customer touch points integrated?
• Are you delivering a consistent brand experience and service across
each channel?
• Are you able to provide a unified view of the channels?
• Are your team's overall goals aligned?

7. Multichannel Working

8. 16k Entries
10k Unique
The result:

9. • To reward both loyal existing customers and
capture new potential customers
• Promoted across all digital channels which
include email, Facebook, Twitter and video on
demand
• 17.7% list growth
• Redemption rate of 20% across all digital
channels
• Against an industry average of 3%

10. • Further rollout of Digital Store format
• ‘An Argos within a Homebase’
• Extension of our product range
• Further enhancement of our digital channels

12. The Challenge:
To drive digital subscriptions

13. Least likely Most likelyAcceptable threshold of likelihood

14. Data
• Know where your data is and who owns it
• Most companies are data rich and information poor; focus on MI to
drive actions
• Data hubs are now accessible to the mid market and can be
transformational to your business
• Ensure you can see your customer journey through your data

15. Key Takeaways
• Integrate your systems where you can; if you can't create a single view
database then aim for eco systems of integration
• Marketers work in silo; align your team’s KPIs across all channels
• Understand who owns your data and try to use your data to
understand your customer
• Promote your offline products online
• Make sure when your consumers are mobile, your brand is at the
forefront of their mind
• Understand where your customers convert and what channel leads to that conversion

16. …Any Questions?
Or if you have spotted any spelling mistakes
please tweet me on @Pure360