Singled out: Using Targeted Email to Create Unique Experiences

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    07-Jul-2015
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Presentation by Josh Humphreys, Customer Success Manager, Pure 360, delivered at the Digital Marketing Show 2014.

Transcript of Singled out: Using Targeted Email to Create Unique Experiences

  • 1. Singled out: Using targeted emailto create unique experiencesJosh HumphreysCustomer Success Managerwww.pure360.com @Pure360

2. Whats in it for you?www.pure360.com @Pure360 3. Relevant emails drive more than 18 times more revenuethan general e-blasts.Jupiter researchwww.pure360.com @Pure360 4. Change of approach...www.pure360.com @Pure360 5. one size fits all?!www.pure360.com @Pure360 6. HoHwo awr ea ryeo uy oguo ignogi ntog stota sntda nodu to furto fmro tmhe t hcero cwrodw?d?www.pure360.com @Pure360 7. www.pure360.com @Pure360Content Essential demographic segmentation Segment using recipient data Creating persona segments Automating these segments Trigger real time emails 8. Segmentation by demographicwww.pure360.com @Pure360 9. 29% 29%econsultancy.comwww.pure360.com @Pure360GenderLack of help whenneededTop problem experiencedwhen shoppingFinding a parkingspot closest tothe doorWhich means:Care, experience and joyWhich means:Quick, no hassle 10. www.pure360.com @Pure36032% of 18-24 year olds said theyengage with vouchers and offers42% of 55 - 64 year olds said they preferproduct recommendations based onsearch or purchase historyAge 11. www.pure360.com @Pure360How can yougather morerelevantdemographicdata? 12. Segment by behaviourwww.pure360.com @Pure360 13. www.pure360.com @Pure360 Lifecycle stage Not yet purchased First time buyers Usage High users re-engagement 14. www.pure360.com @Pure360 Loyalty Rewards Benefits sought Cost Quality 15. www.pure360.com @Pure360Build personas 16. Direct Marketing Association UKCustomer Acquisition Barometer 2014www.pure360.com @Pure360Putting personas to use: Targeted products to a recipient basedon their persona Nurture leads in a certain personasegment Create specific blog content Remove guess work of your contentcreation 17. www.pure360.com @Pure360Data collection 18. www.pure360.com @Pure360Covered so farBuild key demographic segmentsSegment by behaviourCreating personasComing next:AutomationsTriggered emails 19. Automate your segmentswww.pure360.com @Pure360 20. Companies that use marketing automation have 53%higher conversion rates than non-users, and anannualized revenue growth rate of 3.1% higherAberdeen Groupwww.pure360.com @Pure360 21. www.pure360.com @Pure360Free up your timeChallenge:Educate Parents without furtherstrain on NHS resourceSolution:Automated lifecycle ofinformational emails pre andpost due dateScheme backed by DavidCameron 22. Trigger real time emailswww.pure360.com @Pure360 23. Triggered emails achieve an average of 70.5% higheropen rates and 152% higher CTR.Epsilonwww.pure360.com @Pure360Remember the welcomeprocess.Four times the open rateand five times the CTR oftraditional newsletters.Experian 24. Achieve 11% extra online sales through abandon cart andbrowser emails.www.pure360.com @Pure360 25. www.pure360.com @Pure360Revenue Tracking 26. www.pure360.com @Pure360Whos visiting my site? Track anonymous users Send 4 x more recoveryemails than Magento Simple integration Product recommendation &personalisation 27. www.pure360.com @Pure360Challenge:Spotlight onCart abandonment rate of 80-90%Solution:Behavioural TargetingResults:30% drop in abandonment rate12% sales uplift per month on averageFuture plans:More triggersBrowser abandonmentReal time sequential personalised emails 28. www.pure360.com @Pure360FormAbandonment 29. www.pure360.com @Pure360Key takeaways 30. Think about your segments, and which kind content iswww.pure360.com @Pure360relevant to them.Begin conducting research into your audience andcollecting data to build personas.Set up automated campaigns to create a welcome lifecycleand re-engagement.Focus on triggered emails based on real time data. 31. Come say hi on stand C50!Follow us on @Pure360 or email contact@pure360.comwww.pure360.com @Pure360Any Questions?