reap the benefits of re-engagement
TRANSCRIPT
www.pure360.com @Pure360
Reap the benefits of re-engagement
Katie Blackburn
Account Director
www.pure360.com @Pure360
The challenge of re-engagement
“My current marketing efforts aren’t working for all of my recipients, how do I grab their
attention and win them back?”
www.pure360.com @Pure360
Summary
• Why re-engage?
• Evaluating your customer journey
• Creating engaging campaigns
• What if they don’t want your emails?
• What next?
• Key take aways
www.pure360.com @Pure360
?
www.pure360.com @Pure360
Deliverability
• Big ISPs monitor engagement to assign a reputation to all senders
• Don’t become ‘graymail’
• Don’t let the negative responses stop your engaged recipients receiving your emails
www.pure360.com @Pure360
How do you measure yours?
Open Reach
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How can you see this in Pure?
www.pure360.com @Pure360
Target based on rapport
• More imagery• More frequent• Focus on click/ conversion
• Safer content• Louder subject lines• Focus on the open
www.pure360.com @Pure360
Or use multiple deliveries…
www.pure360.com @Pure360
www.pure360.com @Pure360
Evaluating your Customer Journey
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How do you treat your recipients?
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• Average transaction takes 2-3 weeks
• 22% of conversions come directly from email
• £2.5k average order value
www.pure360.com @Pure360
www.pure360.com @Pure360
www.pure360.com @Pure360
Subject line is key!
65% - A special offer
37% - A topic that interests me
32% - A brand that I like is mentioned
8% - Something controversial
8% - A question
6% - Something emotive
www.pure360.com @Pure360
www.pure360.com @Pure360
To incentivise or not to incentivise
No Incentive
5.1% open rate
2.2% click rate
Incentive
6.5% open rate
1.6% click rate
No recipients clicked to opt out!
www.pure360.com @Pure360
www.pure360.com @Pure360
www.pure360.com @Pure360
www.pure360.com @Pure360
What next?• Matching email data against purchase
history
• The value of an email and your customer lifecycle
• The sub-conscious messaging of being in the inbox
• How many of your recipients are disengaged?
www.pure360.com @Pure360
• Consider the risk dis-engagement poses to you
• Consider how you measure engagement
• Evaluate the customer journey
• Subject line is key
• Match messaging to customer behavior
• Use filters to monitor engagement levels
• Don’t forget your other marketing channels
Key takeaways
www.pure360.com @Pure360