1. Breaking down barriers to email
marketing success
Five key areas that will help improve your
email marketing results

2. This is me
Lucy Wilsdon
Senior Email Marketing Consultant
Special interest: shopping for lovely things, cooking and
eating good food, drinking quality red wine
Things I am not quite so interested in: growing
vegetables,
four square and star signs

3. Just for fun...
You could win this…
During the
presentation I will
quote three very
famous Michael
Jackson lyrics
At the end the
first person to
shout out the
three songs that
the lyrics come
from wins this
book!

4. Email Marketing – What
should we be doing?

5. Email marketing – what should we be
doing?
• Welcome campaigns
• Social share
• Mobile email
Bonus sessions
• Abandoned cart
• Responding to reporting

6. Welcome campaigns
“Probably the most underrated tool in
email marketing”

7. What’s a welcome message?
• A welcome campaign gives you the opportunity to set
the tone of the ongoing relationship
• What's your strategy? Reflect this in your welcome
campaign
• Change your welcome campaign to reflect your
seasonality and brand
• Your welcome campaign will get a higher open rate
than your day to day campaigns

8. Welcome campaigns
• Tech stuff first
• Don’t use a different from and reply address to your
marketing campaigns
• Make this the ownership of marketing
• This is not just an auto responder, you have a captive
audience, value the space
• Dynamic content
• This is the start of the relationship, first impressions
count

9. Welcome campaigns

10. Welcome campaigns
Today’s action points
4. Review your campaign
6. Review the from and reply address
8. What fields do you capture and how is this reflected
in a campaigns?
10. If you are not happy with the above – “make that
change”

11. Social
“Probably the most discussed topic in
marketing ever”

12. Do you have a social presence?
• Do you have a presence on Twitter and Facebook?
• Think beyond just content share
• How do you monetise Social Media?
• How does social reporting effect your email
campaigns?

13. Integrating your email and social
media
• The most effective marketing is cross channel. Think
social, email and SMS
• If you value email addresses, then use any method to
gain more
• Close the loop on social, data capture is as important
here as it is on your home page
• Give social a value and then benchmark against that
value

14. What can we cover socially?
Today’s action points
3. Understand how your email content can support your
social presence
4. Encourage your clients to engage with your email and
consider what channel would best support this
engagement
6. Review your reporting and use this to change your
email content

15. Mobile
“My personal favourite subject”

16. Mobile and devices
• What devices are your clients using? 27% of emails
are opened on a mobile
• Do you consider devices when you are deciding on
your strategy and content? If you don’t “you are not
alone”
• Do you use is it to influence your data capture?
• If I am using an iphone when is best to send me an
email?

17. We are not all using desktops!

18. What’s the benefit of device
reporting?
89% of mobile revenue is from ipads

19. Mobile
Today’s action points
3. Know what devices your clients are using
4. If the content that you send does not render in these
devices then that is “Bad bad, really really bad”
6. If your best customers use iphone, track the response
to your welcome campaigns and incentivise accordingly
8. Device reporting will give you the most accurate stats
to decide whether there would be value in your investing
in a mobile app

20. Top tips
Welcome Campaigns Social
•Review your campaign •Encourage customers to
engage with your email &
consider what channel
•What fields do you capture
would best support this
and how is this reflected in engagement
campaigns?
Mobile
•Know what devices your clients are using
•If your best customers use iphones, track the
response to your welcome campaigns & incentivise
accordingly

21. Thanks for listening!
Thanks for listening!
Follow us @ pure360
Email me lucy.wilsdon@ pure360.com
Or even call me 01273 647871
... Who wins the book?!

22. ‘Lucy bonus’ session
• Abandoned cart
• Reporting

23. Abandoned cart
“Another opportunity”

24. What is the implication of
abandoned cart?
•You have gained the click and conversion. The user
has decided on a purchase and gone through to the
basket, but the transaction does not complete
•You have committed fully to resourcing that sale
•You had a captive audience

25. Why use abandoned cart?
•There is nothing other than benefits in recovering lost
baskets
•Consider the positive implication of recovering 20% of
your abandoned baskets
•Use the message to test different content/concepts and
ideas
•43% of baskets abandoned due to not having your
‘contact us’ details on the basket page

26. Abandoned cart
Today’s action points
5. Implement an abandoned cart solution!

27. Reporting
“A powerful tool”

28. What do you do with your
reporting?
• What matters to you? Opens, clicks, bounces,
revenue?
• What was the last change that you made for your
future campaigns that was influenced by your
reporting?
• Does post click analytics effect your campaign?
• Most marketers want reporting but don’t use it

29. Reporting
Today’s action points
3. View your heat maps post send to see where people
are clicking
5. If your templates and layout are effecting your sends
change them!
7. Use the tools that are available to you
8. Capture your reporting data in a database

30. Final top tips
Welcome Campaigns Social
•Review your campaign •Encourage customers to engage with
your email & consider what channel
would best support this engagement
•What fields do you capture and how is
this reflected in campaigns?
Abandoned cart
Mobile •Implement abandoned cart
•Know what devices your clients are Reporting
using
•View your heatmaps post send
•If your best customers use iphones,
track the response to your welcome
campaigns & incentivise accordingly •If your templates and layout are
effecting your sends change them
•Capture your reporting data in a
database if you can

31. Thanks for listening!
Thanks for listening!
Follow us @ pure360
Email me lucy.wilsdon@ pure360.com
Or even call me 01273 647871
... Who wins the book?!