www.pure360.com @Pure360 Singled out: Using targeted email to create unique experiences Josh Humphreys Customer Success Manager
Jul 07, 2015
www.pure360.com @Pure360
Singled out: Using targeted email
to create unique experiences
Josh Humphreys
Customer Success Manager
www.pure360.com @Pure360
What’s in it for you?
www.pure360.com @Pure360
Relevant emails drive more than 18 times more revenue
than general e-blasts. Jupiter research
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Change of approach...
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“one size fits all?”!
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How are you going to stand out from the crowd?How are you going to stand out from the crowd?
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Content
• Essential demographic segmentation
• Segment using recipient data
• Creating persona segments
• Automating these segments
• Trigger real time emails
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Segmentation by demographic
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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%
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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
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How can you
gather more
relevant
demographic
data?
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Segment by behaviour
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● Lifecycle stage
○ Not yet purchased
○ First time buyers
● Usage
○ High users
○ re-engagement
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● Loyalty
○ Rewards
● Benefits sought
○ Cost
○ Quality
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Build personas
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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
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Data collection
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Covered so far
Build key demographic segments
Segment by behaviour
Creating personas
Coming next:
Automations
Triggered emails
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Automate your segments
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Companies that use marketing automation have 53%
higher conversion rates than non-users, and an
annualized revenue growth rate of 3.1% higherAberdeen Group
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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
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Trigger real time emails
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
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Achieve 11% extra online sales through abandon cart and
browser emails.
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Revenue Tracking
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Who’s visiting my site?
• Track anonymous users
• Send 4 x more recovery
emails than Magento
• Simple integration
• Product recommendation &
personalisation
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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
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Form
Abandonment
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Key takeaways
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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.
www.pure360.com @Pure360
Come say hi on stand C50!
Follow us on @Pure360 or email [email protected]
Any Questions?