singled out: using targeted email to create unique experiences

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www.pure360.com @Pure360 Singled out: Using targeted email to create unique experiences Josh Humphreys Customer Success Manager

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Presentation by Josh Humphreys, Customer Success Manager, Pure 360, delivered at the Digital Marketing Show 2014.

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Page 1: Singled out: Using Targeted Email to Create Unique Experiences

www.pure360.com @Pure360

Singled out: Using targeted email

to create unique experiences

Josh Humphreys

Customer Success Manager

Page 2: Singled out: Using Targeted Email to Create Unique Experiences

www.pure360.com @Pure360

What’s in it for you?

Page 3: Singled out: Using Targeted Email to Create Unique Experiences

www.pure360.com @Pure360

Relevant emails drive more than 18 times more revenue

than general e-blasts. Jupiter research

Page 4: Singled out: Using Targeted Email to Create Unique Experiences

www.pure360.com @Pure360

Change of approach...

Page 5: Singled out: Using Targeted Email to Create Unique Experiences

www.pure360.com @Pure360

“one size fits all?”!

Page 6: Singled out: Using Targeted Email to Create Unique Experiences

www.pure360.com @Pure360

How are you going to stand out from the crowd?How are you going to stand out from the crowd?

Page 7: Singled out: Using Targeted Email to Create Unique Experiences

www.pure360.com @Pure360

Content

• Essential demographic segmentation

• Segment using recipient data

• Creating persona segments

• Automating these segments

• Trigger real time emails

Page 8: Singled out: Using Targeted Email to Create Unique Experiences

www.pure360.com @Pure360

Segmentation by demographic

Page 9: Singled out: Using Targeted Email to Create Unique Experiences

www.pure360.com @Pure360

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%

Page 10: Singled out: Using Targeted Email to Create Unique Experiences

www.pure360.com @Pure360

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

Page 11: Singled out: Using Targeted Email to Create Unique Experiences

www.pure360.com @Pure360

How can you

gather more

relevant

demographic

data?

Page 12: Singled out: Using Targeted Email to Create Unique Experiences

www.pure360.com @Pure360

Segment by behaviour

Page 13: Singled out: Using Targeted Email to Create Unique Experiences

www.pure360.com @Pure360

● Lifecycle stage

○ Not yet purchased

○ First time buyers

● Usage

○ High users

○ re-engagement

Page 14: Singled out: Using Targeted Email to Create Unique Experiences

www.pure360.com @Pure360

● Loyalty

○ Rewards

● Benefits sought

○ Cost

○ Quality

Page 15: Singled out: Using Targeted Email to Create Unique Experiences

www.pure360.com @Pure360

Build personas

Page 16: Singled out: Using Targeted Email to Create Unique Experiences

www.pure360.com @Pure360

Direct Marketing Association UK Customer Acquisition Barometer 2014

Putting personas to use:

● 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

Page 17: Singled out: Using Targeted Email to Create Unique Experiences

www.pure360.com @Pure360

Data collection

Page 18: Singled out: Using Targeted Email to Create Unique Experiences

www.pure360.com @Pure360

Covered so far

Build key demographic segments

Segment by behaviour

Creating personas

Coming next:

Automations

Triggered emails

Page 19: Singled out: Using Targeted Email to Create Unique Experiences

www.pure360.com @Pure360

Automate your segments

Page 20: Singled out: Using Targeted Email to Create Unique Experiences

www.pure360.com @Pure360

Companies that use marketing automation have 53%

higher conversion rates than non-users, and an

annualized revenue growth rate of 3.1% higherAberdeen Group

Page 21: Singled out: Using Targeted Email to Create Unique Experiences

www.pure360.com @Pure360

Free up your time

Challenge:

Educate Parents without further

strain on NHS resource

Solution:

Automated lifecycle of

informational emails pre and

post due date

Scheme backed by David

Cameron

Page 22: Singled out: Using Targeted Email to Create Unique Experiences

www.pure360.com @Pure360

Trigger real time emails

Page 23: Singled out: Using Targeted Email to Create Unique Experiences

www.pure360.com @Pure360

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

Page 24: Singled out: Using Targeted Email to Create Unique Experiences

www.pure360.com @Pure360

Achieve 11% extra online sales through abandon cart and

browser emails.

Page 25: Singled out: Using Targeted Email to Create Unique Experiences

www.pure360.com @Pure360

Revenue Tracking

Page 26: Singled out: Using Targeted Email to Create Unique Experiences

www.pure360.com @Pure360

Who’s visiting my site?

• Track anonymous users

• Send 4 x more recovery

emails than Magento

• Simple integration

• Product recommendation &

personalisation

Page 27: Singled out: Using Targeted Email to Create Unique Experiences

www.pure360.com @Pure360

Challenge:

Cart abandonment rate of 80-90%

Solution:

Behavioural Targeting

Results:

30% drop in abandonment rate

12% sales uplift per month on average

Future plans:

More triggers

Browser abandonment

Real time sequential personalised emails

Spotlight on

Page 28: Singled out: Using Targeted Email to Create Unique Experiences

www.pure360.com @Pure360

Form

Abandonment

Page 29: Singled out: Using Targeted Email to Create Unique Experiences

www.pure360.com @Pure360

Key takeaways

Page 30: Singled out: Using Targeted Email to Create Unique Experiences

www.pure360.com @Pure360

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.

Page 31: Singled out: Using Targeted Email to Create Unique Experiences

www.pure360.com @Pure360

Come say hi on stand C50!

Follow us on @Pure360 or email [email protected]

Any Questions?