Email Marketing Box Set - Pure360

simplified.pure360.com
The Simplified Series Box set
The complete series episodes 1-6

Contents
Customer Insight
Pages 82-103
Email Measurement
Pages 104-120
Email Strategy
Pages 3-23
List Management
Pages 24-38
Modern Email Design
Pages 60-81
Targeted Email
Pages 39-59

The Simplified Guide to
Email Strategy
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Contents
Define your audience…4
‫ݬ‬‫ݬ‬ Define your busines …6
‫ݬ‬‫ݬ‬ Create your personas…7
Set your goals…8
‫ݬ‬‫ݬ‬ Set goals…10
Manage your email
list…11
‫ݬ‬‫ݬ‬ Web signup hotspots…13
Build a schedule…14
‫ݬ‬‫ݬ‬ Build a schedule…16
Review your
success…17
‫ݬ‬‫ݬ‬ Review campaigns
The simplifying strategy
process…19
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The Challenge
“We are seeing lots of clever email strategy from our competitors and feel like
we’re falling behind. When we try to do something new or ground breaking,
we come up against too many complications and issues. The whole process
becomes overwhelming, so we revert back to what we know”
The Solution
Lots of companies send newsletters, this isn’t hard, where
the challenge lies is crafting a targeted and innovative email
marketing strategy that will generate results and help you
stand out from the crowd.
If you spend time on your email strategy, it will pay out.
However, knowing where to begin can be daunting. There
are lots of exciting strategies and features available, but
if you try to experiement without a solid email strategy
foundation, you are likely to send out emails that are littered
with mistakes and do more harm than good.
Sometimes it’s good to simplify things. By following The
Simplified Guide to Email Strategy you can build a solid
foundation, redefine your email campaigns and ensure that
you are ticking all the boxes for a successful send.
What you will learn in this
guide:
-- The importance of defining your audience and how to do
it
-- How to set achievable and reviewable goals
-- How to organically grow your email list
-- How to use all of this information to create an email
schedule
-- How to review your campaigns
-- What you can start doing today
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Audience
1. Define your audience
To succeed in your marketing campaigns, you need to know exactly who you are targeting and
why. By defining a clear audience you will be able to give your content and marketing far more
clarity and focus; in turn making it far more effective.
Define your business
You can begin by looking at your business and defining
what it is that you do. After all you cannot know who your
business appeals to until you know your own business
inside out.
Ask yourself these important questions:
-- What is the purpose of what you sell?
-- What is your USP (unique selling point)?
-- Who are your competitors?
-- Why do your customers buy from you?
Once you have a firm grasp of your own product and the
competitive landscape, the next step is to find out who will
benefit from your business
Conduct research
A great place to start is by conducting online research.
You can send out online surveys or use social media
monitoring tools such as Hootsuite (there’s a free version)
or Brandwatch to delve down into the conversation about
your brand.
Ensure that you are also monitoring industry news and
competitors’ activity. Consider setting up Google alerts for
your brand and key terms within your industry, so that you
are notified of any interesting activity or stories.
Feature Focus
Pure360’s Viral Promotions is perfect for collecting
survey information in an innovative and fun way.
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Audience
Refine your audience
At this point your view of your target audience should really
be taking shape. However it’s important to refine it as much
as possible.
Consider the following questions:
-- What is the reach of your product?
-- What are your audience demographics? Consider age,
gender, location.
-- Look at psychometrics; what are the interests and
hobbies of this audience?
-- Lastly, does your business appeal to other
businesses or just consumers?
Create personas
You’ve come a long way and have gathered masses of
information about your audience; however this can be a
little overwhelming.
A great way to make this data manageable is to build
personas around it. Look at the key information and use
that to build a person with a personality, name and maybe
even a photo. Refer to these personas to target all of your
marketing activity.
To do:
ፌፌ Use our worksheet to
define your business and
what it is you do.
ፌፌ Sign up to Hootsuite and
Google alerts to begin
gathering information
about your industry and
audience.
ፌፌ Use this data and our
worksheets to build
relatable personas.
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Audience
‫ݬ‬‫ݬ‬Worksheet 1- Define your business
What is the purpose of what you sell?
What is your USP?
Who are your competitors?
1)
2)
3)
Why do customers buy from you?
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Audience
‫ݬ‬‫ݬ‬Create your personas
Persona 1
Name Age
Job Title
Responsibilities
Biggest challenge this year
Goals
1)
2)
3)
Persona 2
Name Age
Job Title
Responsibilities
Goals
1)
2)
3)
Persona 3
Name Age
Job Title
Responsibilities
Goals
1)
2)
3)
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Goals
2. Set goals
Jumping into a campaign send feet first can be tempting; however you have to consider how you
will measure the campaign’s success once it is sent.
Write a goal statement
By forcing yourself to condense your goal into one or two
sentences you are helping to clarify what it is you want to
achieve.
Ensure your goals are SMART
One way to ensure that your goals are effective and realistic
is to set SMART goals. A SMART goal is:
Specific – Your goals must identify exactly what you want to
accomplish as specifically as you can manage
Measurable – Try to quantify the result so that you can
know exactly if you have hit your goal or not.
Actionable – Every goal should start with an action verb
like “quit” or “finish”, not a to-be verb, such as “am” or “be”
Realistic – Make sure you are able to work to the goals you
set, as opposed to making them unattainable.
Time bound – Every goal needs a date associated with,
such as when you plan to deliver it.
Service Focus
If you are struggling to set long and short term goals,
our Actionable Insights Reviews will help you to
identify strengths and areas needing improvement.
Acknowledge potential issues
There are always issues that can get in the way of us
reaching our goals. By acknowledging these in the early
stages you can begin to plan work arounds to prevent them
from becoming a real problem.
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Goals
Log your goals
By writing your goals down you are stating your intention
and setting things in motion. Be sure to review them
frequently; every time you review them ask yourself if you
are on the road to achieving your goals and if not,
what the next steps should be to get there.
To do
ፌፌ Use our worksheet to set
three realistic goals using
the SMART system, be
sure to refer and review
these on a regular basis.
ፌፌ List any potential
risks and how you can
overcome them.
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Goals
‫ݬ‬‫ݬ‬Worksheet 2 - Set goals
Goal 1
What is needed to accomplish the
goal?
1)
2)
3)
Is my goal...
Specific
Measurable?
Achievable?
Relevant?
Time-bound?
Goal 2
goal?
1)
2)
3)
Is my goal...
Specific
Measurable?
Achievable?
Relevant?
Time-bound?
Goal 3
goal?
1)
2)
3)
Is my goal...
Specific
Measurable?
Achievable?
Relevant?
Time-bound?
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Lists
3. Manage your email list
Your email list and the information within it is one of the most powerful marketing tools at your
disposal. Without this information it is likely that your marketing campaigns will struggle to succeed.
To ensure that your list is healthy and organic, you should practice the following steps:
Get your web sign up right
Make sure that your sign up form is visible and included on
all main pages. Check this with as many people as possible.
Sometimes what seems obvious to you, may be near
invisible to someone else.
Double opt in – Use a preference
centre
Once a visitor has submitted their basic details you can
then delve deeper into their interests and likes by using
a preference centre. You can find out their gende , when
their birthday is, where their nearest store is, whether they
would like to receive emails with special offers or just the
newsletter etc.
Feature Focus
Why not use our innovative Behavioural Targeting
feature to send automated welcome campaigns to
new sign ups?
Create powerful content
Newsletter sign up isn’t the only way to encourage
newcomers to your list, free content also works wonders.
If you are lucky enough to have access to specialists and
thought leaders then use them to help create unique and
educational content which users can only have access to if
they fill out a simple form.
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Manage your list
Once you have acquired relevant data you will want to
ensure that you maintain a clean email list.
Consider giving your email list a regular ‘spring clean’ to
identify any faulty or inactive addresses. If you have never
conducted one of these before, we’d recommend you speak
to your ESP about booking in a list health check.
Service Focus
New to email list growth and management? Our List
Health Check is the perfect way to get started.
To do
ፌፌ Use our hot spots
worksheet to determine if
your sign up form is in the
most prominent place.
ፌፌ Speak to your ESP about
booking in a list health
check to spring clean your
data.
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Lists
‫ݬ‬‫ݬ‬Worksheet - Web signup hot spots
Is your web signup in one of these hotspots?
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4. Build a schedule
Now you have a good grasp of who you are emailing, it’s time to build a schedule which you can
realistically stick to.
Decide on email frequency
Firstly, decide how often you will be sending emails. This
could be daily, weekly or monthly. The frequency may
depend on what you are using email for; for instance are
you using it to promote wider campaigns, or just for a quick
update with your readers?
Ensure you have sufficient content
Once you have decided on frequency, ensure that you have
sufficient content to cover all of these emails. It is worth
working with your Content Manager at this point, to be sure
there is enough content to support your emails and vice
versa.
Get the timing right
Timing should be your next consideration. You can start by
looking at general email trends to discover best industry
sending times, but by delving into your own data you will
discover information specific to your audience.
You can begin by using AB testing to test delivery dates and
times. This can be done for an entire list, or you could break
it down further and test individual segments of your list.
If you’ve already sent some campaigns at various times or
on different days of the week, then check out your reports
and compare open and click through rates for the best
performing campaigns.
Content Focus
Check out our email timings infographic to help you
decide when you should be sending your emails.
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Create a sharable schedule
Now you are armed with content, email frequency and
sending data, you can begin creating an email schedule
with dates and times of your sends. Remember to include
the segments you are sending to and the content which will
be included, to avoid any crossover of campaigns.
Share this schedule with your colleagues so that
everyone is aware of the schedule and how it fits into
their activity. We’d recommend using Google Docs so
that editing can be easily managed.
To do
ፌፌ Review your data and
content to determine
sending frequency and
times.
ፌፌ Use this information and
our worksheet to create a
shareable email schedule
which the whole marketing
team can reference.
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4
Schedule
‫ݬ‬‫ݬ‬Worksheet 4 - Build a schedule
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Campaign
name
Date
Time
List/segment
CTA
Content
Owner
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5. Review your success
An email marketing campaign is only as good as the stats that it produces, so anyone not tracking
their emails are missing out on an opportunity to gauge their effectiveness.
In any area of business it pays to always be improving
and email marketing is no different. By measuring how
successful your emails have been at persuading consumers
to check out your website or sign up for a product, you
give yourself a frame of reference, a platform from which to
improve your return on investment.
Refer to your goals
There are a wealth of performance metrics available to you;
to measure your success effectively you should evaluate
which ones are most appropriate for the goals you have
set, then monitor them. By producing periodic reports you
can see how well the campaign is performing over time
according to the parameters you have set.
Choose your metrics
By using web analytics or your own email platform you
should have access to a host of valuable information that
can help you measure success. Here are some of the most
important:
Open rate - This is a great indicator of how well your
subject line is working and can offer insight into how your
brand is perceived by recipients.
Click-through rate - This metric relates to how many
people have clicked a link on the email and offers a more
telling barometer of how good your content is.
Conversion rate - The calculation (number of conversions
divided by total emails sent, x100 for a percentage) tells you
plain and simply what proportion of the time your calls to
action are successful.
Delivery rate - This statistic shows how many of your
emails are getting through to people’s inboxes.
Service Focus
Are your metrics looking a little low? Our Deliverability
Consultancy will help get your emails in the inbox so
that your hard work isn’t being wasted.
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Use your results
Most importantly, make sure you are taking insight and
using your results to inform future campaigns. Often
marketers will repeat their activity as it’s what they know
best; however if something isn’t working then make a
change.
You should monitor your results throughout your
campaign in case any tweaking can be done in the
process. Then take an overall view of performance to
address any weaknesses, and repeat any strengths.
To do
ፌፌ Decide on the metrics you
want to measure based on
your original goals.
ፌፌ Begin tracking them using
our reporting template.
ፌፌ Use your results to make
at least one improvement
to your next campaign.
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Review
‫ݬ‬‫ݬ‬Worksheet 5 - Review campaigns
Openrate
Clickthroughrate
Conversionrate
Deliveryrate
Other
Goal
Result
Openrate
Clickthroughrate
Conversionrate
Deliveryrate
Other
Goal
Result
Name of campaign
Send date
Size of list
Name of campaign
Send date
Size of list
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This week’s to do list
From reading this guide you should
have a solid idea of the elements
needed to create your email
strategy foundation. Here is what
you can action this week:
ፌፌ
ፌፌ Define what your business
does.
ፌፌ Create audience personas.
ፌፌ Set three realistic SMART
goals.
ፌፌ Position your web sign up
form in a hot spot.
ፌፌ Book in a list health check
with your ESP.
ፌፌ Create a sending schedule
and share with your team.
ፌፌ Decide on your reporting
metrics and add these to
the reporting template.
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The simplifying
strategy process
Audience
ፌፌ Define your busines
ፌፌ Research who is in
your industry
ፌፌ Refine this audience
and get to know them
ፌፌ Create personas
Goals
ፌፌ Write a goal statement
ፌፌ Set a numerical goal
ፌፌ Define a deadlin
ፌፌ Ensure goals are
SMART
ፌፌ Acknowledge potential
issues
ፌፌ Log and review goals
Lists
ፌፌ Simplify your signup
ፌፌ Use a preference
centre
ፌፌ Offer valuable content
ፌፌ Use social media
ፌፌ Manage your list
Schedule
ፌፌ Decide how often you
will send
ፌፌ Ensure you have
sufficient conten
ፌፌ Research the best
time to send
ፌፌ Create a sending
schedule
Review
ፌፌ Refer to your original
goals
ፌፌ Choose relevant
metrics
ፌፌ Use your results
to inform future
campaigns
2 3 41 5
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List Management
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Contents
Optimise your web signup
‫ݬ‬‫ݬ‬ Web signup worksheet…6
…7
Grow your list organically…8
‫ݬ‬‫ݬ‬ Offer something in return
‫ݬ‬‫ݬ‬ Utilise social media
‫ݬ‬‫ݬ‬ Run competitions
‫ݬ‬‫ݬ‬ Promote at events…10
Manage your email list…
‫ݬ‬‫ݬ‬ Email list performance template
The simplifying strategy
process…19
1
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@
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The challenge:
“We want to reach more potential customers and grow our revenue from email but building a list
organically seems time consuming.”
The solution:
Often marketers will want to email as many people as
possible, as quickly as possible and as cheaply as possible.
This is a common mind-set which can end in marketers
purchasing or renting an email list.
If you are looking for both immediate and long term results,
buying a list is not the answer. The immediate results you
will generate will be of low quality and can in fact damage
your email marketing efforts in a short period of time.
Instead you should begin a list building strategy which
can start building quality leads or generating sales in a
short period of time, as well as being cost effective and not
damaging your long term email list health.
By following this simple three step guide you will:
-- Grow an organic, engaged email list through your
website
-- Continue to grow your list and increase engagement
through other mediums
-- Maintain a healthy list moving forward, to ensure
optimum ROI in your campaigns
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1. Optimise your web sign up
When someone visits your website and chooses to sign up to your email list, they are openly
agreeing to receiving content from you. These people are interested in your offering and want to
hear from you! This means that these subscribers are highly engaged with the communications you
are going to send.
The first step in building an organic email list is optimising
your web sign up. This may seem obvious; however web
sign up can be easy to get wrong, so make sure you have
this basic step perfected to avoid any negative knock on
effects further down the line.
Optimise your form
Begin by creating a solid form that encourages users to
hand over their information instead of leaving your site.
Short forms are easier to fill out but can encourage
less engaged users. Longer forms suggest the user is
more likely to convert, but can be frustrating to fill out.
To compromise, consider making less-necessary fields
‘optional’ and explain what the user will receive in exchange
for their data.
Make the form visible
When adding your sign up form to your site ensure that it is
highly visible and included on all main pages; remember to
make signing up to your list as simple as possible. Positions
such as at the top of the page, in the banner image or in the
footer are all tried and tested places.
Use double opt-in
Double opt-in is the practice of asking a subscriber to
confirm their request to be added to your email list. After
their initial request via your web sign up, a confirmation
email is then send to the email address entered on the sign
up form, stating that they must confirm their subscription
request.
The double opt-in is beneficial as it re-confirms that th
person who entered the email address actually wants to
subscribe to the list, increasing engagement in the future.
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From a marketer’s perspective it is important to only have
subscribers who genuinely want to be on your list. This
means you are only emailing engaged subscribers who are
more likely to open and click and less likely to hit the SPAM
button.
Add a preference centre
When someone is about to unsubscribe from your list it
doesn’t necessarily mean that they don’t want to hear from
you anymore, they may simply want to change their details
or contact frequency.
A preference centre enables your subscribers to easily
modify how businesses interact with them as well as
update their email address and details, without them
without having to completely unsubscribe from all email
communications.
Creative focus:
If a preference centre sounds beneficial to your
recipients, we are able to build a custom centre which
feeds directly into your PureResponse account.
ፌፌ
To do:
ፌፌ Optimise the length of your form
ፌፌ Optimise the questions on your
form
ፌፌ Make your web sign up form
highly visible on your website
ፌፌ Use double opt in
ፌፌ Add a preference centre
1
Signup
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Signup
‫ݬ‬‫ݬ‬Web sign up worksheet
Are the compulsory questions on your web sign
up form necessary?
Does the sign up form demonstrate the value of
signing up?
Does the sign up form explain the type of content
they can expect?
Is your web sign up form in a prominent position?
Are you sending double opt in emails?
Is there a preference centre for managing
subscriber preferences?
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2. Grow your list organically
Now you have perfected your web sign up form you can get creative with building your list
organically. There are lots of options available to businesses, the following are some of the most
popular and proven methods which you should be practicing:
Offer something in return
To encourage users to part with their data you will have
to offer something in return; make this as enticing as
possible! It is common practice to offer early access, guides,
whitepapers, webinars, discount codes, offers or exclusive
content to users in exchange for their details.
Utilise social media
Your fans on Facebook are already engaged with you, so
encourage them to sign up to your email list so you can
continue to communicate with them regularly.
You can do this by adding a newsletter sign up form to your
Facebook business page. Pure360 can provide sign up
forms which automatically populate with the users Facebook
data; not only making it super-simple to sign up, but also
increasing the accuracy of the data you collect.
Promotion of your email list via social media is also a great
way to communicate with your already engaged audience;
make them aware that you send out newsletters, offers and
email content.
Feature focus:
Make signing up to your list super simple for your fans
with Facebook Data Capture.
Run competitions
Competitions are an engaging way to build your email
list. You can continue with social media and host these
on Facebook, Twitter and Instagram, or you can use a
dedicated landing page.
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Ensure that you are running competitions which offer
prizes relevant to your business or industry, also make it a
requirement that contestants have to put in a little effort to
enter. This means that you attract entrants who are more
engaged and more likely to buy from you in the future.
Promote at events
Trade shows, exhibitions and promo opportunities
are perfect for meeting potential customers who are
looking for your product or service. When you or a
member of staff speaks to them make sure that an
email address is collected to keep in touch with offers
and news. You can do this using an iPad or data
scanner to digitally collect their information.
Don’t forget about in-store opportunities
Consider asking customers to fill in their email
address when they make a purchase to receive
a virtual copy of their receipt or a discount on
their current/future purchases. Alternatively many
stores include boxes or fish bowls on their tills
for customers to drop in their email addresses to
receive exclusive discounts and news.
Feature focus:
Create and publish competitions and promotions for
your marketing needs with Viral Promotions.
To do:
ፌፌ Decide what is deemed high value to your
customer and use this to capture data
ፌፌ Create a posting schedule to promote your
sign up forms on social networks
ፌፌ Brainstorm and decide on a competition to
run for data capture purposes
ፌፌ Book an iPad or scanner for your next event
to help capture data
ፌፌ Begin implementing data capture schemes
into your physical stores
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‫ݬ‬‫ݬ‬Offer something in return
Define what is important to your customer What can you offer which relates to this?
Have you set up a web sign up form in front of this offering?
‫ݬ‬‫ݬ‬Utilise social media
Which social networks are your audience on?
Facebook Twitter Linkedin Google+ Instagram Other
Set a posting schedule to promote your web sign up forms:
Mon Tue Wed Thu Fri Sat Sun
Sign up form
promoted
Networks
promoted on
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‫ݬ‬‫ݬ‬Run competitions
Brainstorm three competition ideas:
1.
2.
3.
What can you use to incentivise your competition?
Where will you host your competition?
Facebook
Twitter
Microsite
‫ݬ‬‫ݬ‬Promote at events
What are your next three events?
1.
2.
3.
Have you booked out an iPad or data scanner?
Do you have a way to pass in-store data to your
database?
Are attendees and staff briefed on collecting email
addresses?
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3. Manage your list
Your list is gradually increasing but the work doesn’t stop there. An email list can actually do more harm
than good if it is not managed effectively, so be sure to keep on top of it with the following steps…
Practice good hygiene
List management can start with simple, ongoing data
checks for spelling errors or typos entered, such as becky@
htomil.com or bill@gmailcom, by doing this you can ensure
that you aren’t sending your emails to invalid accounts.
Also keep an eye out for any distribution addresses such
as sales@business.com, system email addresses such as
postmaster@business.com and any email addresses which
have the word “spam” in.
Clean hard bounces
Sending email to addresses that bounce will do far more
harm than good to your email ROI, therefore it’s important
that you regularly clean your list of hard bounces.
A hard bounce is a permanent delivery problem such as
an invalid email address. Because there is no chance that
emails to this address will be delivered, it is important that
you remove these addresses from your lists.
Product focus
Unsure if your list is healthy? Book in a list health
check for a full evaluation and list strategy advice.
Don’t be afraid to unsubscribe
The thought of removing addresses from your email list
when they haven’t actively unsubscribed is a scary one.
However it is actually proven best practice for marketers
to remove addresses to ensure that their lists only contain
subscribers who are actively engaged.
Before unsubscribing try re-engaging recipients with a re-
engagement campaign, or offer them a preference centre
for them to change contact frequency.
Page 34

2
Grow
1
Signup
3
Manage
Refresh your data
After a period of time the data on your email list will
become outdated; contacts will change jobs, change email
addresses and change ESPs. Every business will have their
own opinions on when data needs refreshing, so decide on
where you draw the line and work to refresh your data at
this point.
Further reading
Find out how your delivarability performance compares
to other marketers in Return Path’s Inbox Placement
Benchmark report
Feature focus:
You can improve deliverability with Return Path
Certification; an exclusive whitelisting program with deep
corporate and consumer market coverage.
To do:
ፌፌ Conduct a quarterly list hygiene check
ፌፌ Conduct monthly check of hard bounces in
your list
ፌፌ Conduct checks of inactive subscribers
ፌፌ Run regular re-engagement campaigns to
inactive subscribers
ፌፌ Define how often you want to refresh your
data and conduct data research at this
point
ፌፌ Use our worksheet to continually monitor
the performance of your list
Page 35

Print worksheets
2
Grow
1
Signup
3
Manage
3
Manage
‫ݬ‬‫ݬ‬Email list performance template

Jan Feb March April May June July Aug Sept Oct Nov Dec
# Addresses
increased
% Increase
# New business
% Increase
# Addresses
unsubscribed
# Business
removed
# Total addresses
% Difference to
prev. month
# Total business
% Difference to
prev. month
Page 36

2
Grow
1
Signup
3
Manage
To do this week:
ፌፌ Perfect your web sign up form and add it
to your website
ፌፌ Create a posting schedule for social
networking using our worksheet
ፌፌ Brainstorm a competition idea
ፌፌ Conduct a list hygiene check
ፌፌ Remove hard bounces from your list
ፌፌ Identify unengaged subscribers and
begin planning a re-engagement
campaign to them
ፌፌ Begin refreshing your data
Page 37

The list management
process
Optimise web sign up
ፌፌ Optimise your form length
ፌፌ Optimise your form questions
ፌፌ Target the form to your audience
ፌፌ Make your sign up form visible
ፌፌ Practice double opt-in
ፌፌ Add a preference centre
Grow your list
organically
ፌፌ Create a posting schedule
ፌፌ Offer an incentive for data capture
ፌፌ Brainstorm a competition
ፌፌ Book an iPad or scanner at events
ፌፌ Capture data in your physical stores
Manage your list
ፌፌ Conduct a quarterly list hygiene check
ፌፌ Conduct monthly check of hard bounces
ፌፌ Conduct checks of inactive subscribers
ፌፌ Run regular re-engagement campaigns
ፌፌ Regularly refresh your data
ፌፌ Monitor the performance of your list
31 2
Page 38

Targeted Email
Page 39

Contents
Segment by demographic
‫ݬ‬‫ݬ‬ Demographic worksheet…6
…7
Segment by behaviour…8
‫ݬ‬‫ݬ‬ Behaviour worksheet…10
Build personas…
‫ݬ‬‫ݬ‬ Persona worksheet
Automate your segments
‫ݬ‬‫ݬ‬ Automation worksheet…19
Trigger real-time emails
‫ݬ‬‫ݬ‬ Triggers worksheet
The targeted email process
1
2
3
4
5
Print worksheets
Page 40

2
Behaviour
1
Demographic
3
Persona
4
Automate
5
Trigger
Challenge:
Marketers are struggling to effectively utilise the information in their email list and therefore
have to resort to batch and blast campaigns as opposed to sending personalised, targeted
communications.
“We’re aware that the emails we send are very general and ‘one size fits all’, instead we want to
stand out in inboxes with more relevant, targeted emails. We know our database can help us do
this, but we don’t know where to start or how to advance”
Solution:
One of the main reasons recipients unsubscribe from emails
is because they aren’t relevant. By segmenting their email
list and practicing email automation techniques marketers
can easily and quickly send highly targeted and relevant
email communications.
In this guide you will learn:
-- How to perform essential demographic segmentation
-- How to make segmentation even more targeted by using
recipient behaviour
-- How to create persona segments to influence your
overall marketing, as well as email
-- How to automate communications to these segments
-- How to trigger real time emails
Page 41

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Behaviour
3
Persona
4
Automate
5
Trigger
1
Demographic
1. Segment by demographic
Segmenting by demographic is the perfect place to start when sending targeted email. By collecting
basic demographic information you can easily segment your list to create highly personalised and
targeted communications which are relevant to the individual. Here are some of the tried and tested
options for demographic segmentation:
Gender
demographics:
By segmenting by gender you
are able to send more relevant
products to men and women;
meaning that neither are
alienated. Additionally you can
tweak the design and copy of
your emails to appeal to each
gender.
Age demographics:
Age demographics can inform the
language and most appropriate
images you should use, as well as
the products you promote when
communicating with a specific
age group. This enables you to
build a positive relationship with
the recipient, as well as offering
relevant content.
Page 42

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Behaviour
3
Persona
4
Automate
5
Trigger
1
Demographic
Location demographics:
Location demographics allow you to refer to events,
landmarks or stores which are most relevant to a specific
segment of users. As well as being highly relevant to users
this can also help to drive footfall to your offline stores.
Industry demographics
Different industries will face different challenges, have
different audiences and require different products or
services. Because of these significant di ferences it really
is essential that you segment by industry, else risk
sending content and information which is useless to
them.
Mobile data
By segmenting by mobile data you can
determine which devices your users are
accessing their emails on and at what time. This
will give you a more thorough understanding of
how engaged users are and therefore the type of
content you should be including in your emails.
For instance users who are accessing emails on a
mobile device are often on the move and will want
emails which are image heavy for easy browsing, and
calls to action which are easily navigated on a mobile
device.
Feature Focus:
Consider using a preference centre to help you
gather more relevant demographic data.
To do:□
□ Note the demographic data you
currently have access to□
□ Decide if this is what you require□
□ If not, note the demographic data you
require for campaigns and collect it□
□ Brainstorm how you will use this
demographic data in your email
campaigns□
□ Begin sending relevant email campaigns
to these targeted segments
Page 43

Print worksheets
2
Behaviour
3
Persona
4
Automate
5
Trigger
1
Demographic
‫ݬ‬‫ݬ‬Worksheet 1 - Demographics
Demographic data you currently collect
1) Name
2)
3)
4)
5)
Top demographic data for your campaigns
1) Age
2)
3)
4)
5)
Demographic data you would like to collect
1) Age
2)
3)
4)
5)
Targeted campaign idea
1) Student promotion
2)
3)
4)
5)
Page 44

1
Demographic
3
Persona
4
Automate
5
Trigger
2
Behaviour
2. Segment by behaviour
Behavioural segmentation is a more focused way to segment your recipients. It works by identifying
specific behavioural patterns which you can use to generate emails that are far more targeted than
those based on demographic segmentation. As with demographic segmentation, the options are
vast, however some of the most useful segments are:
Lifecycle stage
This method refers to the stage
that a consumer is currently at in
the purchasing cycle. This can
range from ‘not yet purchased’
to ‘first time buyers and ‘regular
buyers’. You may want to offer
those in the early stages of
their lifecycle more help and
information, whilst offering long
term customers VIP status to
keep them engaged.
Usage
Usage involves classifying
consumers based on the
frequency that they use your
product or service. For instance
you may want to communicate
with high users more regularly
than low or non-users as they
are already highly engaged with
you and will be more willing to
convert. Alternatively you could
send a re-engagement campaign
to those who have not purchased
from you in a while.
Page 45

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Demographic
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Persona
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Automate
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Trigger
2
Behaviour
Loyalty
Loyal customers are some of your most valuable so you
will want to keep them happy and engaged. You can do this
by classifying these consumers into high, medium and low
loyalty. You can then use these segments to determine the
aims of your communications, as well as frequency, content
and messaging.
Benefits sought
By considering benefits sought you can segment users
based on the attributes of your product that would interest
them the most. This will enable you to focus on the most
relevant areas of your product in your communications to
them. For example, are they interested in the cost or the
quality of what you offer?
Feature focus
Easily segment and automate your emails with the
use of our Magento integration.
To do:□
□ Note the behavioural data that you
have access to□
□ Decide if this is what you require□
□ If not, note the behavioural data
which you require for campaigns and
collect it□
□ Brainstorm how you will use this
behavioural data in your email
campaigns□
□ Begin sending relevant email
campaigns to these targeted
segments
Page 46

Print worksheets
1
Demographic
3
Persona
4
Automate
5
Trigger
2
Behaviour
‫ݬ‬‫ݬ‬Worksheet 2 - Behaviours
Behavioural data you currently collect
1) First time buyer
2)
3)
4)
5)
Behavioural data relevant to campaigns
1) Usage
2)
3)
4)
5)
Behavioural data you would like to collect
1) Usage
2)
3)
4)
5)
Targeted campaign idea
1) Send re-engagement campaign
2)
3)
4)
5)
Page 47

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Behaviour
1
Demographic
4
Automate
5
Trigger
3
Persona
3. Build personas
After gathering so much data and creating so many segments you may be feeling a little
overwhelmed. Holding all of this data in your head at one time and communicating it with your team
can be extremely difficult. The solution to this is to create personas.
Creating personas
Personas represent the different prospects and customers
you commonly come across in your marketing and sales
process.
Personas can be created via a mixture of data which you
have collected and from research which you can conduct
to get a little more insight. They can reflect whichever
areas you feel are useful in your business and even include
information on family life or hobbies.
Putting personas to use
Once you have created your personas you can start using
them as segments to send emails to. There are lots of ways
you can do this, for instance:
-- Send targeted products to a recipient based on their
persona
-- Create workflows to enable you to nurture leads in a
certain persona segment
-- Create blog content (or similar) which is targeted at a
specific persona and include it in your emails to the
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Demographic
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Automate
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3
Persona
Personas and marketing activity
These personas have the benefit of influencing your wide
marketing strategy. They can give you insight into your
entire customer database, enabling you to see whether
you attract larger amounts of specific personas. This can
influence your branding, messaging and content.
Feature focus:
Why not use a survey or questionnaire to collect data
which can help you build your personas?
To do:□
□ Review your segments to begin
building personas□
□ Conduct research via phone, internal
and external questionnaires, social
media and online to fill gaps in
persona details□
□ Use all of this data and our
worksheet to begin building
personas
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1
Demographic
4
Automate
5
Trigger
3
Persona
‫ݬ‬‫ݬ‬Worksheet 3 - Personas
Use our buyer persona example to build your own personas
Background
Head of online marketing
Worked at same company for 4 years
Engaged
Mid-sized retailer
Demographics
Female
30-35
Lives in London
Demeanour
Not easily accessible via phone
Likes to receive content digitally
Likes conversations to be to the point
Background
Demographics
Demeanour
Page 50

Print worksheets
2
Behaviour
1
Demographic
4
Automate
5
Trigger
3
Persona
Goals
Increase online enquiries
Improve conversion rate to sale
Increase repeat purchase from online store
Challenges
Data management
Better understanding of customer
Getting more from software
What can we do?
Make data collation and management easier
Basket abandonment emails
Automated content suggestions
Strategic account management
Goals
Challenges
What can we do?
Page 51

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Demographic
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Persona
5
Trigger
4
Automate
4.Automate your segments
Certain segments lend themselves to automated emails, meaning that you don’t have to go through
the process of sending out an email to your segments every time you think it’s appropriate to
communicate with them.
Date based segmentation
By using date based segments you can send your emails at
the time when recipients are most likely to open, click and
convert; meaning maximum results for little effort.
Emails can also be automated dependent on where the
customer is in their product or service lifecycle. You can use
this strategy to offer relevant products, reminders or advice
based around specific time frames in their life cycle.
For instance, the NHS send out different emails to expectant
parents, dependent on where they are in their pregnancy.
There are a huge variety of options available, here are just
a few:
-- Anniversary reminders
-- Renewal reminders
-- Countdown timers to
festive periods and
holidays
-- Event reminders
-- Birthday promotions
-- Lifecycle automations
Page 52

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Demographic
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Persona
5
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4
Automate
Nurturing campaigns
Similar to lifecycle automations, nurturing campaigns can be
used to build up a relationship with a recipient, based on the
amount of time they have been connected with you.
Begin by researching how long on average it takes for a
recipient to purchase after first point of contact, and create a
nurturing campaign based around this time frame.
For example, you can begin by automating informative
emails at the beginning of the nurturing campaign to
build up your brand awareness. Towards the end of the
campaign you can introduce more calls to action and
more sales-based messaging.
Feature focus:
Pure360 Advanced Automations can help you send
automated emails to highly targeted segments,
seamlessly.
To do:□
□ Review segments which contain
dates/time frames□
□ Produce or collect content which is
relevant to dates/ time frames□
□ Set up emails to be automated
at these dates/time frames using
automation feature/software□
□ Review data regularly to ensure that
triggers are timely
Page 53

Print worksheets
2
Behaviour
1
Demographic
3
Persona
4
Automate
5
Trigger
4
Automate
‫ݬ‬‫ݬ‬Worksheet 4 -Automate
Segments that contain date/time frames
1) Date of birth
2)
3)
4)
5)
Content revelent to these campaigns
1) Discount code and e-card
2)
3)
4)
5)
Campaign ideas for these segments
1) Happy Birthday promotional offer
2)
3)
4)
5)
Page 54

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Behaviour
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Demographic
3
Persona
4
Automate
5
Trigger
5. Trigger real time emails
The final stage in creating targeted email is to use real time data to trigger your emails based on
real time behaviour; making your communications even more personalised.
You can utilise real time data using functionality such as Pure360 Behavioural Targeting. Here are
a few examples:
Welcome emails
Welcome emails are invaluable
to any business. At the point of
sign up, purchase or entry into a
survey or competition, an automatic
email is generated instantaneously
confirming the recipient has been
added to your contact list.
This is the perfect time to present a
welcome offer, an add-on purchase
or collect extra data; recipients are
8 times more likely to purchase as a
result of a welcome email compared
to a regular newsletter. So be sure
to use this moment of heightened
engagement to your advantage.
Recovery emails
Did you know that marketers
who send cart and browse
abandonment emails get 11% extra
online sales?
You can do this too via real time
recovery emails, which identify
users who are abandoning
shopping carts, forms and browse
sessions and then automatically
sends them highly personalised
email content to encourage them
back.
Page 55

2
Behaviour
1
Demographic
3
Persona
4
Automate
5
Trigger
Product recommendations
Use real time data and content within your marketing emails
to offer highly relevant product recommendations. You can
target on an individual level; reflecting what an individual
has been viewing or purchasing on your site, on a crowd
sourced level; such as hot or trending topics, or on a
product level; showcasing new or related products.
Feature focus
Utilise real time data to trigger automated emails with
Pure360 Behavioural Targeting.
To do:□
□ Look at real time data that you have
access to (there may be a lot!)□
□ Brainstorm campaign ideas for this
data□
□ Produce or collect content which will
be needed for these campaigns□
□ Set up real time triggers using
behavioural targeting feature/
software
Page 56

Print worksheets
2
Behaviour
1
Demographic
3
Persona
4
Automate
5
Trigger
5
Trigger
‫ݬ‬‫ݬ‬Worksheet 5 - Triggers
Real-time data available
1) Abandoned basket
2)
3)
4)
5)
Content needed for these campaigns
1) Buyers guide
2)
3)
4)
5)
Campaign ideas for this data
1) Promotion of related items
2)
3)
4)
5)
Page 57

2
Behaviour
1
Demographic
3
Persona
4
Automate
5
Trigger
□
□ Set up segments based on both
demographics and behavioural data□
□ Start creating emails which are
targeted to these segments□
□ Begin conducting research into your
audience and collecting data to build
personas□
□ Set up automation campaigns to your
segments and personas□
□ Review the real time data which you
have access to□
□ Set up triggered emails based on this
real time data
Page 58

The triggered email
process
Demographic
-- Note demographic
data you already have
-- Brainstorm how
you could use
demographic data
-- Create segments for
targeted emails
Behaviour
-- Note behavioural data
you already have
-- Brainstorm how you
could use behavioural
data
-- Create segments for
targeted emails
Personas
-- Review your segments
-- Conduct research to fill
gaps in persona details
-- Use all of this data and
our worksheet to begin
building personas
Automate
-- Review segments that
contain dates/time
frames
-- Produce or collect
relevent content
-- Set up automated
emails
-- Review results
Trigger
-- Look at real time data
-- Brainstorm campaign
ideas for this data
-- Produce or collect
relevant content
-- Set up real time triggers
2 3 41 5
Page 59

Modern Email Design
Page 60

Contents
Find out where your emails are
being opened
‫ݬ‬‫ݬ‬ Decide on best devices and email
clients…6
Decide on your message…8
‫ݬ‬‫ݬ‬ Decide on message type…10
Grab their attention…
‫ݬ‬‫ݬ‬ Brainstorm attention grabbing elements
Design for the finger
‫ݬ‬‫ݬ‬ Mobile email diagram…19
The next steps
‫ݬ‬‫ݬ‬ Review your campaigns
The simplifying modern design
process
1
2
3
4
5
Print worksheets
Page 61

2
Message
1
Devices
3
Attention
4
Design
5
Next
The Challenge:
The way that email is consumed is changing rapidly. Recipients are constantly on the move and
checking their inboxes via multiple devices, at any time of the day and with varying degrees of
attention.
“We are seeing our database size increase however we are also seeing our mobile users increase.
Despite our database growing, our open and click through ratio is decreasing and we have even
had mobile recipients complain about our emails being unusable.”
The Solution:
Modern email needs to be designed for the modern
recipient. To offer a seamless user experience on all
platforms markers have to address new challenges;
concentrating on changeable templates, mobile friendly
functionality and a continuous review process to ensure that
no recipient is alienated.
In this guide you will learn:
-- Where your emails are being opened
-- The type of message appropriate for your email
-- How to grab the busy recipients’ attention
-- How to design your email for mobile users
-- How to keep your emails at the forefront of modern
design
Page 62

2
Message
3
Attention
4
Design
5
Next
1
Devices
1. Find out where your emails
are being opened
Designing email for mobile devices is a hot topic right now, and rightly so. Mobile email has been
found to account for up to 70% of email opens and mobile open rates have grown by an enormous
180% in the past three years. So it’s safe to say, mobile isn’t something that can be ignored:
That being said, we’d never suggest that you follow any hot topic blindly. That is why looking into
your own analytics and gaining insight into your own recipients’ behaviour is even more essential.
Find out which devices your
audience use
Firstly you will want to determine the devices that your
recipients are opening your emails on. For instance, it may
be the case that mobile users are a significant minority
and therefore you may question whether you want to put
resources into creating a mobile-friendly email design.
To discover this information you can use the reporting by
device capability which is available through any good ESP.
Alternatively, you can use Google Analytics to determine the
device which your website visitors use to view your site for
an even wider perspective on device usage.
Page 63

2
Message
3
Attention
4
Design
5
Next
1
Devices
Find out what email clients your
audience use
Secondly, you need to determine the email clients which
your recipients are viewing your emails on. This information
enables you to decide where to spend your design
resources; for instance if almost none of your recipients use
a certain client, you need not spend hours trying to make
your email render perfectly on it.
Similarly to device analytics, any good ESP will offer
reporting on the specific email clients which your
recipients are using.
Once you have determined this, you will need to
educate yourself on the ins and outs of these
clients. What techniques do they support? What
are the do’s and dont’s for each? We suggest
that you design for the majority, however have
a safety net option so that the minority of your
readers will also have a great experience.
Use inbox preview
Lastly, be sure to use your ESP’s inbox preview
tool. This will allow you to see how your email looks
on the most popular devices and email clients. What’s
even better is that it should allow you to see the most
popular devices used within your last campaign as well.
Feature Focus:
Our reporting by device functionality shows you not
only the device that your campaign was opened on
but also the browser and client.
To do:□
□ Use your ESP to find out which devices
your emails are being opened on□
□ Use analytics to discover which devices
users are visiting your site on□
□ Use your ESP to find out which email
clients your emails are being opened on□
□ Use inbox preview to check your emails
on devices and clients□
□ Use inbox preview to check devices
used within your last campaign
Page 64

2
Message
3
Attention
4
Design
5
Next
1
Devices
‫ݬ‬‫ݬ‬Worksheet 1 - Decide on best
devices and email clients
Use our worksheet to decide on the best devices and email clients to focus on:
Top devices used to read your emails
1) iPhone
2)
3)
4)
Top devices used to visit your website
1) Desktop
2)
3)
4)
Top email clients used to read your emails
1) Outlook
2)
3)
4)
Devices and email clients you will focus on
1)
2)
3)
4)
Page 65

1
Devices
3
Attention
4
Design
5
Next
2
Message
2. Decide on your message
Step two is to decide on your message. This step is often overlooked by marketers however is
integral as it dictates the design work required.
Messages can be categorised under the following three headings, each requiring slightly different
designs:
Marketing emails
These are likely the majority of your communications, such
as newsletters, promotional and sales messages. The aim
of these emails is to maintain brand awareness and contact,
as well as to encourage the recipient to take action over
something more general. For example purchasing an item
in your sale.
These emails should be branded and informative, due to the
general nature they don’t always have to be personalised,
however we would always recommend using targeting when
sending out promotional messages.
Notification emails
These emails are also known as triggered or automated,
as they are sent after the recipient performs a specific
action. Examples include welcome campaigns, basket
abandonment, related purchases and birthday (occasion)
emails.
It’s best practice for these emails to be kept short, clear and
to the point. Also personalise them as much as possible;
using the recipient’s name and potentially referencing their
previous activity in some form.
The aim of these emails is to encourage the recipient to
take action in a specific, targeted manne . For example
purchasing a related item.
Page 66

2
Message
1
Devices
3
Attention
4
Design
5
Next
2
Message
Transactional emails
Lastly, transactional emails are sent to offer information to
a recipient over a recent purchase or action. For example
a purchase confirmation, shipping update or account
termination.
These types of emails should always be personalised to
maintain reassurance, especially when money is involved.
They should be clear, informative and not distract from the
main point of the message. Links back to your website or
support are also useful in case the recipient needs to get in
touch.
Feature focus
If you want to create emails which are highly
personalised and targeted based on recipient activity,
check out our Behavioural Targeting functionality.
To do:□
□ Decide on the message you want to
send□
□ Categorise the message under a
message type□
□ Note the attributes required for this
message type
Page 67

1
Devices
3
Attention
4
Design
5
Next
2
Message
‫ݬ‬‫ݬ‬Worksheet 2 - Decide on message
type
Use our worksheet to decide on the message type you will send and the attributes requred:
Summarise your message in one sentence:
Choose the following statement which most reflects your message:
“I want to send a branded communication to keep
in touch with our database, keep them up to date
with our latest news and/or promote our latest sale/
product”
“I want to send a specific communication to a
targeted group of recipients, this may encourage
them to perform a specific action, such as
purchasing a relevant product”
“I want to send a highly personalised but simple
email to an individual based on their recent
purchase or engagement activity, such as delivery
updates”
You require a marketing email
You require a notification emai
You require a transactional email
Page 68

2
Message
1
Devices
3
Attention
4
Design
5
Next
Now note the attributes required, based on your email type:
Marketing email
Highly branded
Engaging
Informative
Include reasons to click through
Notification email
Personalised
Targeted to a specific audienc
Reference previous activity
Specific C A
Transactional email
Highly personalised and targeted
Information is presented clearly without distractions
Include a link to your website or support
Does not require a CTA
2
Message
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Message
1
Devices
4
Design
5
Next
3
Attention
3. Grab their attention
First impressions have always been important for email; however this is even more relevant as
recipients are busy and increasingly distracted when checking their inboxes.
Therefore it is integral that you immediately grab their attention and maximise the initial impact of
your communication.
Subject Line
When an email lands in an inbox recipients decide whether
or not they will read it in a matter of seconds. Often their
decisions are based around subject lines; making a well
written one integral to standing out in the inbox.
To make the very most of your subject lines be sure to
keep the copy between 35-45 characters, don’t overuse
punctuation or symbols (this looks spammy) and don’t use
capitals.
You can also experiment with questions, humour and
intrigue to encourage an email open. Remember to be
different. You want to stand out, not blend in.
Pre-headers
The pre-header will accompany your subject line in grabbing
the recipient’s attention.
Not only is it the first line of copy that a recipient will see, but
in some email clients it will follow on from the subject line;
offering more information before the all-important open.
Craft your pre-header copy so that it makes the recipient
want to continue reading. Consider following on from the
subject line for consistency, or state exactly what your email
is about in a succinct, snappy way.
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2
Message
1
Devices
3
Attention
4
Design
5
Next
Images
Many recipients will be too busy to scroll through text, so
use your images to paint a picture of what you are trying to
communicate to the recipient.
To be really eye catching, ensure that images are simple and
bold; using contrasting colours and short, snappy copy so
that the recipient is immediately drawn into the email.
Call to action
As you know, the call to action is essential, as is ensuring it
grabs the recipient’s attention.
Ask yourself “what do I want the recipient to do?” and
ensure that your call to action copy relates directly to
this in the most clear and concise way possible.
Bold, bright calls to action that stand out are always
advised so that they do not blend into the rest of your
email.
Copy
The smaller your screen size, the less space you will
have to promote your call to action, so make this space
count. Limit yourself to asking the reader to do just one
thing; including a single call to action which is immediately
visible. Be sure to bring attention to the most important
elements of your message and consider whether other copy
is necessary.
Feature focus:
Discover which subject line works best for you with our
subject line testing and selecting functionality.
3
Attention
To do:□
□ Craft an irresistible and succinct
subject line□
□ Create a pre-header which follows on
from your subject line□
□ Spend time choosing or designing
images which stand out□
□ Write snappy content which gets to
the point□
□ Make a feature of your call to action□
□ Make sure that your call to action
tells the recipient what to do
Page 71

2
Message
1
Devices
4
Design
5
Next
3
Attention
‫ݬ‬‫ݬ‬Worksheet 3 - Brainstorm attention
grabbing elements
Use our worksheet to brainstorm an attention grabbing email:
Brainstorm 3 subject lines and choose the most
attention grabbing
1. Get 50% off before anyone else!
2.
3.
4.
Brainstorm 3 pre-headers and choose the most
engaging
1. VIP deals especially for you
2.
3.
4.
Brainstorm 3 call to action messages and choose
the most enticing
1. Buy now!
2.
3.
4.
Page 72

2
Message
1
Devices
3
Attention
5
Next
4
Design
4. Design for the finger
The size of mobile devices as well as their touch screen capability means that you will have to
reconsider some fairly basic usability elements of your emails.
Mobile users will be interacting with your emails differently; by keeping them in mind when
designing the details of your email you will be able to create a positive experience for both mobile
and desktop users.
Layout
Space on a mobile device is far more limited than on
a desktop; providing restrictions in how best to display
content and interaction. Specifically the layout needs to be
streamlined and focused without the requirement for users
to scroll from side to side or zoom in.
Spacing
It’s essential that users are able to explore content without
performing an action they didn’t mean to and without
clicking on something when they are trying to scroll.
Therefore spacing between elements must be ample;
allowing the recipient to easily navigate the email when
using a mobile device.
Buttons
Historically buttons have been made to ‘click’ on with a
mouse, now they are being tapped with fingers. Remember
this when choosing the size of a button and again, include
sufficient spacing. The button needs to be large enough to
be pressed with a finger and without the user accidentally
tapping anything else.
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4
Design
Colour
Colour is a great way to help busy recipients skim through
your email. Consider using it to differentiate sections within
your email; giving prominence to important items and CTAs,
to demonstrate that certain areas are connected, or to
separate content.
Iconography
Icons are particularly useful for mobile recipients due
to limited screen space and limited time. You can use
visual metaphors for icons instead of using actual
words, such as delete, email and social icons.
Remember to keep icons clear and recognisable
to avoid any confusion.
-- Feature focus:
Our marketer-focused Drag & Drop Editor enables
you to make these essential changes to your email
easily and without coding knowledge.
To do:□
□ Ensure that you have adequate
spacing throughout your email□
□ Ensure that all interactive elements
are in close proximity to one another□
□ Take finger size into consideration
when creating buttons□
□ Use colour to help give your email
structure□
□ Include icons to save space and
to make your emails even more
scannable
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2
Message
1
Devices
3
Attention
4
Design
5
Next
4
Design
‫ݬ‬‫ݬ‬Worksheet 4 - Mobile email diagram
Use our diagram to ensure your email is suitable for mobile recipients:
Adequate spacing
Finger-friendly buttons
Scannable structure
Colour to
define sections
Easily understood icons
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Next
5. The Next Steps
Congratulations! You’ve designed an email fit for the modern recipient. Your work doesn’t stop
there though.
To ensure your email and all following emails offer the best possible experience for all users, it is
important that you also take the following steps:
Keep on testing
As we mentioned previously, the best way to dictate the
design of your emails is by opening up your analytics and
seeing what is working best for your recipients. Split content
testing is yet another way to gain this type of insight before
you hit send.
Almost anything in an email can be tested, however it’s
important to focus on the most important elements of your
email instead of getting distracted by the smaller details.
Elements such as timing, message, calls to action and
subject lines are all integral when communicating with the
busy, modern recipient. So conduct testing to be sure that
you are sending out the most engaging and eye catching
emails possible.
Design your mobile journey
Designing for mobile doesn’t just stop at the email, far from
it. The journey that the recipient takes after clicking on your
CTA is just as important.
Ensure that the landing page and website that the recipient
is taken to functions on all devices. There is nothing more
frustrating than engaging with a mobile friendly email and
then being taken to a page you cannot navigate.
Also make sure that the email message is also carried
through to the landing page. Do not make recipients spend
time and effort trying to look for the offer or CTA that you
included in your email.
Forms and transactional pages should also be a breeze,
especially if users are having to enter sensitive information.
Ensure that these pages are usable on all devices, succinct
and 100% secure.
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Design
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Next
Gain insight
It goes without saying that you should be reporting on all of
your email performance.
However as email trends are rapidly changing, you should
constantly be gaining insight into your results; specifically
your recipients’ behaviour.
Paying attention to open and click ratios will give you
a good indication of how well your email design is
performing. Be sure to compare these to desktop
results to ensure that any changes you have made for
mobile users aren’t alienating desktop users.
Also keep an eye on devices and clients that your
recipients are using as these trends tend to change
rapidly.
Feature focus
Ensure that all elements of your email are working
for your recipients with the use of our Split Content
Optimisation.
To do:□
□ Conduct AB testing on the core areas
of your email□
□ Ensure that all follow on steps are
mobile optimised and secure□
□ Use our reporting worksheet to
continuously measure your results
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Next
5
Next
‫ݬ‬‫ݬ‬Worksheet 5 - Review your
campaigns
Use our worksheet to report on the success of your newly-designed emails:
Mobile Openrate
Clickthroughrate
Conversionrate
Deliveryrate
Other
Goal
Result
Desktop
Goal
Result
Name of campaign
Send date
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Design
5
Next
□
□ Find out the devices and clients most
commonly used by your recipients□
□ Decide on the message type for your
next email campaign□
□ Ensure that the main elements of
your email are attention grabbing□
□ Ensure the details of your email are
multi-device friendly□
□ Split test your email□
□ Ensure you have designed your
mobile journey□
□ Have reporting in place for post-send
Page 79

The simplifying
modern design
process
Devices
ፌፌ Find out most
popular devices
ፌፌ Find out most
popular email clients
ፌፌ Decide on the
devices and clients
you will focus on
Message
ፌፌ Decide on your
message
ፌፌ Categorise your
message
ፌፌ Note attributes
required to design
your message
Grab attention
ፌፌ Choose a subject line
and pre-header
ፌፌ Choose striking
images
ፌፌ Write engaging copy
ፌፌ Choose an enticing
CTA
Design
ፌፌ Include adequate
spacing
ፌፌ Include finger-friendly
buttons
ፌፌ Structure using colour
ፌፌ Utilise icons
Next steps
ፌፌ Conduct AB testing
ፌፌ Optimise the mobile
journey
ፌፌ Review results
2 3 41 5
Page 80

Want to do all of this and more?
Keeping up to date with modern email design is achievable with the use of our new Drag & Drop Editor.
Giving creative freedom to Marketers
First and foremost, our Drag & Drop Editor has
been designed with the marketer in mind.
That is why we can offer the most user friendly
drag and drop email builder on the market today.
The ability to quickly build impactful emails is
now at your fingertips. e provide true drag and
drop functionality, meaning there is no need for
technical knowledge or coding expertise.
On canvas editing
All content is editable directly from the canvas,
giving you total freedom over image size, effects,
orientation and text – without ever leaving the
page!
Intuitive options
Unlike other systems our Drag & Drop Editor
presents you with options and tools when you
need them. This eliminates confusion and allows
you to easily see your email content as you build
it.
Simple file management
Upload images and assets or just drag them
onto your library straight from your computer.
Best in class email code
All emails are developed with best-in-class email
code meaning you can focus on your content
without worrying about build quality or rendering
issues.
View the Drag & Drop Editor
Page 81

Customer Insight
Page 82

Contents
Capture demographic data
‫ݬ‬‫ݬ‬ Demographic worksheet
Capture multichannel
behavioural and transactional
data…8
‫ݬ‬‫ݬ‬ Behavioural & transactional worksheet
Connect your data in a central
hub…
‫ݬ‬‫ݬ‬ Collate data worksheet
Segment your data
‫ݬ‬‫ݬ‬ Segment worksheet…19
Set up automations
‫ݬ‬‫ݬ‬ Automate worksheet
The customer insight process
1
2
3
4
5
Print worksheets
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Behavioural
1
Demographic
3
Collate
4
Segment
5
Automate
The Challenge:
To send out highly relevant and targeted campaigns you need to fully understand your customers.
This requires you to gather intelligence from multiple sources to gain insight into who they are, how
they behave and what they purchase. However, with so many data points and so much intelligence,
fully understanding this data can be daunting.
“I know we are collecting data on our customers, but this sits in so many different departments that
it seems impossible to view it and gain any intelligence, nevermind use it in campaigns”
The Solution:
To gain an actionable view of your customers you need to
ensure you are gathering the appropriate intelligence and
collating it into a centralised hub, making it easy to view,
manipulate and understand. Only then will you understand
the types of campaigns that are relevant to specific
customers.
In this guide you will learn
how to:
-- Capture relevant demographic, behavioural and
transactional data
-- Collate this data to gain insight and intelligence into your
customer base
-- Create actionable segments with this data to group
customers based on similarities
-- Use these segments to send out highly relevant and
timely email automations
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Behavioural
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Collate
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Segment
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Automate
1
Demographic
1. Capture demographic data
The first step in understanding your customers is to capture essential demographic data. This
will offer you insight into factors such as gender, age and location which should be taken into
consideration when personalising or segmenting any email campaign.
Demographic data can easily be captured, here are some tried and tested ways:
Web forms
Web forms are the perfect place to start collecting
demographic data. These can be used to capture data at
the point of account creation or checkout, newsletter sign
ups, downloadable content and webinars.
By offering something for free to encourage users to hand
over their demographic data, users are often more willing to
give a larger amount of information.
Quizzes and competitions
Quizzes and competitions are a fun and engaging way to
capture demographic data. They work particularly well when
you are offering the entrant something in return, such as a
prize or even a quiz result.
In fact, if a prize is being offered entrants will be far more
willing to fill out lengthy forms, so you will be able to make
these as tailored to your data requirements as possible.
Take advantage of this opportunity and be specific
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Segment
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Automate
1
Demographic
Social media
Sign up forms on Facebook allow fans to sign up to your
newsletter or email updates directly through your Facebook
page. By using specific features such as Facebook Data
Capture the forms will be pre-populated so that users don’t
even have to enter their information. This creates a simple
user experience, whilst ensuring that you have access to
the most reliable and accurate data possible.
Use social media to not only capture basic demographic
data, but also information on vocation, hobbies and their
own social network.
Offline
Utilise offline stores, trade shows, exhibitions and promo
events to collect data when interacting with customers who
are engaging with your product or service.
Consider using scanners, ipads or even paper forms to
collect data when offline. You will want to keep these forms
short however, as customers will often be time-scarce in
these instances and less willing to fill out lengthy forms.
Mobile devices
Mobile data offers information about the type of device
which the recipient is often using and at what time of day.
This provides a strong indication of how engaged they are
and the type of message you should be sending at what
time.
For instance, users accessing communications on a
mobile phone will usually be on the move and will want
communications which are image as opposed to text heavy,
and will often revisit to convert when they are on a desktop.
To do:□
□ Note the demographic data which
you currently have access to□
□ Decide if that is what you require□
□ If not, note the demographic data
you require and how you can
collect it□
□ Brainstorm how you will collect
this dataFeature focus
Use quizzes and competitions to grow your demographic
data and email list by 20% with Pure360 Viral Promotions.
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Collate
4
Segment
5
Automate
1
Demographic
‫ݬ‬‫ݬ‬Worksheet 1 - Demographic
1. Note down the demographic data you currently
collect
1) Gender
2)
3)
4)
2. Note down the demographic data you would like
to collect
1) Marital status
2)
3)
4)
3. Brainstorm campaign ideas per channel to collect demographic data
1) Web forms: Offer discount codes when customer sign up to your newsletter
2) Quizzes and competitions:
3) Social Media:
4) Offline:
5) Mobile:
Page 87

1
Demographic
3
Collate
4
Segment
5
Automate
2
Behavioural
2. Capture multichannel
behavioural and transactional
data
Once you have collected your demographic data, you should begin capturing behavioural and
transactional data, which offers a more insightful view into your customer’s online activity.
Behavioural data offers intelligence on the specific behavioural patterns of your users, allowing you
to increase the relevancy of your emails. Transactional data on the other hand offers intelligence
not only into the frequency of purchases that your recipient makes, but also the types of purchases.
Browse data
Browse data provides you with intelligence into how users
are behaving online. For instance, there could be specific
products which the user frequently views on your site, or
even types of pages, such as support or certain topics.
By gathering this data you can tell what your recipient is
interested in; whether that be a product type, or information
around certain topic of feature that you offer.
Browse data can be collected via behaviour monitoring
tools such as Pure360 Behavioural Targeting, Ecommerce
platforms or web analytics.
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Demographic
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Segment
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Automate
2
Behavioural
Purchase data
Purchase data takes insight one step further than browse
data, by looking at the product and downloads that the user
actually completes. This could include frequently purchased
products, abandoned products or topics of guides/
whitepapers that are frequently downloaded.
Similarly to browse behaviour, this can be collected from
web and browse monitoring tools, Ecommerce platforms,
finance and invoicing systems, in-store purchase data and
booking/reservation systems.
Email data
By collecting email data you can establish the types of
emails which generate high or low open and click through
rates as well as the time of day that these emails perform
well, or perform badly.
Email data can be collected from within your email
platform, specifically within the reporting section.
Feature focus
Collect and monitor real-time behavioural data to
send highly targeted emails with Pure360 Behavioural
Targeting.
To do:□
□ Note the behavioural and transactional
data which you currently have access to□
□ Decide if that is what you require□
□ If not, note the behavioural and
transactional data you require□
□ Brainstorm how you will collect this data
Page 89

1
Demographic
3
Collate
4
Segment
5
Automate
2
Behavioural
‫ݬ‬‫ݬ‬Worksheet 2 - Behavioural and
transactional
1. Note down the behavioural and transactional
data you currently collect
1) Abandoned basket
2)
3)
4)
5)
2. Note down the behavioural and transactional
data you would like to collect
1) Browse behaviour
2)
3)
4)
5)
3. Brainstorm how you will collect this data
1) Browse behaviour - via systems such as Pure360 Behavioural Targeting or using web analytics
2)
3)
4)
5)
Page 90

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Demographic
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Segment
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Automate
3
Collate
3. Connect your data in a
central hub
Once you have collected a wealth of demographic, behavioural and transactional data, you may be
feeling a little overwhelmed. Don’t worry, this is perfectly normal and there are some steps you can
take to begin to collate and understand your multichannel data:
Know where you want to be
Because you are likely to be dealing with a large amount
of data, it is sensible to take a step back and look at what
you want to get out of it. This will allow you to focus on the
data which will help you reach your goals, instead of being
distracted by information which isn’t relevant.
Where possible, try to quantify the benefits of focusing
on specific data. This will help you to achieve buy in and
participation from other departments and individuals, which
is very important for our next step.
Get the right people involved
Customer data is usually owned by various individuals and
departments throughout the company, as well as sitting in
different systems.
Therefore it is integral to identify these data holders and
begin getting them involved in your project. You may require
access to their data for our next step, so getting these
individuals on board is very important.
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Collate data into a central hub
To start understanding this data we highly recommend you
collate it into a centralised hub. By doing so it will be far
easier to view, absorb and pull out any intelligence.
Systems such as Pure360 Customer Intelligence allow you to
do exactly this, making our next step far easier!
Look at your data
Once you have collated all of your data you can now take a
good look at it to see if there are any gaps which could stop
you from achieving an overall view of your customer base. By
identifying gaps you can look back to how you are collecting
your data and focus on gathering more information to give
you a fuller customer view.
You will then be able to continually improve your data
capture strategy, to focus on the data you really need
and filter out that which you don’t.
Feature focus:
Pull customer data from multiple sources and collate
them into a centralised, data hub with Pure360
Customer Intelligence.
3
Collate
To do:□
□ Decide what you want out of your
data□
□ Liaise with relevant people and get
them on board□
□ Collate data into a central hub□
□ Identify any gaps in data and fill them
with the help of our worksheet
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Automate
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Collate
‫ݬ‬‫ݬ‬Worksheet 3 - Collate data
1. Note down the five main things that you want to learn from your data
1) Popular products my customers are viewing
2)
3)
4)
5)
2. Note down the people who hold this data and liaise with them
1)
2)
3)
4)
5)
Liased?
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Collate
3. Look back to question 1. Can you answer these questions with your data? If not, note down what
the data gaps are and how you can fill them?
Question Gap Solution
1) Popular products my customers
are viewing
Lack of website browse data Implement software such as behavioural
targeting to track browse behaviour
2)
3)
4)
5)
Page 94

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Segment
4. Segment your data
Now that your data is collated in one centralised place, it’s time to gain some insight and
intelligence from it.
You can do this via segmentation, which is the practice of dividing your customer base into groups
of individuals which share similarities, such as age, gender, spending habits etc. You can then talk
to these groups in an individual and highly relevant way.
Segment by demographic data
As mentioned previously, demographic data is essential to
target your customers. It is typically easy to collect, so you
probably have lots of it! Here are some ways that you can
segment that data:
Gender and age segments
These dictate the most appropriate products and services
that you should promote, as well as appropriate language.
Location segments
These segments will allow you to refer to local events,
landmarks or stores.
Sector segments
These allow you to refer to the sector and industry which
companies are in.
Example segment using demographic data:
Send email to female customers who live in Manchester.
Promote the opening of the new Manchester branch of
your women’s clothing store.
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Segment
Add behavioural data
By adding behavioural data you can increase the relevancy
of your communications. Consider using behavioural data to
build the following segments:
Lifecycle segments
This refers to the stage a consumer is at in the buying cycle,
it dictates the appropriate language, products and services
that you should promote.
Engagement segments
These segments refer to the frequency that the recipient
visits your site and/or uses your products or services.
Benefits sought segments
These are particularly important as benefits sought help you
determine the reason why the recipient uses your products
or services.
Example segment using both demographic and
behavioural data:
Send an email to businesses who are in the events sector
but outside of the UK and who are engaged with your
website.
Promote your new international services when growing
your pyrotechnics offering internationally.
Now add transactional data, and
combine all three!
By using transactional data you can encourage repeat and
related purchases. Some tried and tested segments are:
Purchase recency segments
How recently a customer purchased your product or service;
these segments can be split into specific time frames such
as daily, weekly, monthly or yearly.
Purchase frequency segments
These refer to the frequency that a customer purchases
your products or services.
Monetary value segments
These refer to the amount of money that a customer spends
with you; this could be tied into the amount of purchases
they make, or the type of product they buy.
Type of purchase segments
These segments give you insight into the products and
services most commonly purchased or recently purchased
by a customer.
Example segment using demographic, behavioural and
transactional data:
Send an email to Bristol-based, long term customers
who are high spenders
Promote the VIP deal at the Bristol branch of your fast-food
chain.
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Demographic
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Segment
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Automate
To do:□
□ Decide what you want to learn about your
customers using demographic, behavioural
and transactional data□
□ Brainstorm your own segments to answer
these questions□
□ Then combine all three!4
Segment
Feature focus:
Use Pure360 Customer Intelligence to create highly
tailored segments, either by yourself or with the
help of our best-practice segment templates.
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4
Segment
‫ݬ‬‫ݬ‬Worksheet 4 - Segment
1. What do you want to learn about your customers
using your data?
1) Demographic data? I want to email all men who live in
London
2) Behavioural data?
3) Transactional data?
3. Brainstorm segments which combine all three data
types
1)
2)
3)
2. Brainstorm your own segments to answer these
questions
1) Demographic data? All males who live in London
2) Behavioural data?
3) Transactional data?
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5. Set up automations
Once you have mastered segmented campaigns you can take things a step further by setting up
email automations.
By automating campaigns you can utilise your customer data to communicate with them in real-
time. This significantly increases the relevancy of your emails and ensures the recipient is highly
engaged.
Here are some popular types of email automations which have been proven to work:
Not yet purchased
Begin by identifying visitors who have yet to buy but are
active on your website. Consider sending an email asking if
you can assist in their purchase or offer similar items which
may be more appealing to them - this may offer the final
‘nudge’ that they need.
First time buyers
Once you have convinced your visitor to purchase, get in
touch with them to offer them useful information by using
transactional emails to update them on their purchase,
delivery time or to suggest items directly related to their
purchase which they may require in the near future.
Lapsed customers
These are customers who have purchased in the past but
have not purchased again for a specific period of time.
Track how likely they are to spend in the next week/month/6
months (etc) and send them a personalised reminder email
to help them make their decision.
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2
Behavioural
1
Demographic
3
Collate
4
Segment
5
Automate
Loyal customers
You can measure your loyal customers in a variety of ways;
from high purchaser to site visitors and products viewed.
Reward your loyal customers with early bird deals on their
favourite products, thank you emails or even by offering
them perks and ‘VIP’ status with exclusive offers.
Abandoned product
Instead of sending out a generic abandoned cart email
consider sending an email based around specific
abandoned products.
Reference the specific items which the visitor has
abandoned, use personalisation to recognise the recipient
and then offer them useful content by asking if they need
assistance, referencing other items which might be of
interest to them, or even by offering an incentive or
money off voucher.
Feature focus
Park Holidays Case study - Check out how Park
Holidays used targeted and automated campaigns to
increase their click through rate by 9%.
To do:□
□ Utilise our automation
suggestions to engage with all
of your customers□
□ Brainstorm automation
campaigns with the help of our
spreadsheet
Page 100

2
Behavioural
1
Demographic
3
Collate
4
Segment
5
Automate
5
Automate
‫ݬ‬‫ݬ‬Worksheet 5 -Automate
1. Brainstorm automation campaigns for each group of customer
1. Not yet purchased Send them a related products email based on their browse data
2. First time buyers
3. Lapsed customers
4. Loyal customers
5. Abandoned product
Page 101

2
Behavioural
1
Demographic
3
Collate
4
Segment
5
Automate
□
□ Capture relevant demographic data□
□ Begin capturing behavioural data□
□ Collate all of this data into a central hub□
□ Begin brainstorming and creating
segments□
□ Use these segments to send timely and
targeted automations
Page 102

The customer
insight process
Demographic
ፌፌ Note the data you
have
need
ፌፌ Brainstorm how you
will collect this data
Behavioural &
transactional
have
need
ፌፌ Brainstorm how you
will collect this data
Collate
ፌፌ Decide what you want
out of your data
ፌፌ Liaise with relevant
people
ፌፌ Collate data into a
central hub
ፌፌ Identify any gaps and
fill the
Segment
ፌፌ Decide what you want
to learn about your
customers
ፌፌ Brainstorm your own
segments
ፌፌ Then try to combine all
three segment types
Automate
ፌፌ Utilise our
automation
suggestions
ፌፌ Brainstorm
automation
campaigns
2 3 41 5
Page 103

Email Measurement
Page 104

Contents
Set goals
‫ݬ‬‫ݬ‬ Setting goals worksheet
Measure the basics…8
‫ݬ‬‫ݬ‬ Basic reporting worksheet
Look at the pound signs…
‫ݬ‬‫ݬ‬ Monetary reporting worksheet
Be campaign-specific
‫ݬ‬‫ݬ‬ Campaign reporting worksheet…19
Don’t be misled
The Simplifying
Measurement Process
1
2
3
4
5
Print worksheets
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2
Basics
1
Goals
3
Monetary
4
Campaign
5
Caution
The Challenge:
“We are currently measuring our email campaigns via opens and clicks, however we are becoming
increasingly aware that these metrics are not sufficient to justify the value of our email campaigns.
We need to be able to track metrics which can justify our email activity as well as further spend in
this area over other channels.”
The Solution
In order to truly measure the success of your email
campaigns you need to look beyond the open and the click.
By measuring other metrics that are specific to your goals
you will not only be able to assess the value of your
campaigns, but also justify your email marketing activity as
a whole.
This will help you to achieve buy in from senior members
and to improve your email campaigns moving forwards.
What you will learn in this
guide
-- How to set goals and benchmarks based on the
information you have
-- How to ensure you are measuring the basics correctly
-- How to prove ROI using monetary metrics
-- How to measure metrics which are useful for campaign-
specific reportin
-- Which metrics to be cautious of
Page 106

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Basics
3
Monetary
4
Campaign
5
Caution
1
Goals
1. Set goals
Before you get stuck into measuring your email marketing you need to set yourself goals and
benchmarks to determine what “success” actually looks like.
By forcing yourself to condense your goal into one or two
sentences, you are helping to clarify what it is you want to
achieve.
For example, “I want to drive sales from new customers as
well as increase loyalty and long term sales with existing
customers using regular email communications”
Include your current metrics
If you’re reading this guide then it’s likely you aren’t
measuring many, if any, email metrics. However, if you
have dipped into email measurement in any form, such as
opens or clicks, then include these metrics in your goal and
benchmark setting for a (very) rough guide.
Utilise industry averages
Build on your current metrics by utilising industry averages,
which provide you with a ready-made benchmark to aim for
while you are building up your own reporting history.
There are a variety of email benchmarking reports available,
but we’d recommend using the DMA National email
benchmarking report.
*Excerpt from DMA report, full report is free for DMA members
Page 107

2
Basics
3
Monetary
4
Campaign
5
Caution
1
Goals
Ensure your goals are SMART
One way to ensure that your goals are effective and realistic
is to set SMART goals. A SMART goal is:
Specific
Your goals must identify exactly what you want to
accomplish as specifically as you can manage
Measurable
Try to quantify the result so that you can know exactly if you
have hit your goal or not.
Actionable
Every goal should start with an action verb like “quit” or
“finish”, not a to-be verb, such as “am” or “be”
Realistic
Make sure you are able to work to the goals you set, as
opposed to making them unattainable.
Time bound
Every goal needs a date associated with, such as when you
plan to deliver it.
To do:□
□ Write your goal statement□
□ Utilise your current metrics
and industry averages to set
benchmarks□
□ Utilise our benchmarking template
to help you set goals□
□ Ensure your goals are Smart
Page 108

2
Basics
3
Monetary
4
Campaign
5
Caution
1
Goals
‫ݬ‬‫ݬ‬Worksheet 1 - Set goals
Use our goal setting template to ensure suitable goals and benchmarks are set before you
begin measurement
Note down any current metrics you are tracking
Month 1 Month 2 Month 3 Month 4
Metric 1
Metric 2
Metric 3
Note down industry averages for your relevant metrics
Industry average
Metric 1
Metric 2
Metric 3
Page 109

1
Goals
3
Monetary
4
Campaign
5
Caution
2
Basics
2. Get the basics right
Chances are you may already be measuring these metrics, but if you’re not, you absolutely should
be. If you see a dip in any of the following, then you will need to start investigating any issues as
soon as possible.
Bounce Rate
What is it?
Bounce rate refers to the percentage of total emails sent out
that could not be delivered to a recipient’s inbox.
Why is it useful?
You can use this metric to uncover any potential problems
with your email list. There are two kinds of bounces to
consider, hard and soft.
Hard bounces are the result of a closed or non-existent
email address which means your emails will never be
successfully delivered to them. These should be removed
from your email list to improve your sending reputation.
Soft bounces are the result of temporary issues with a valid
email address, for instance a full inbox.
How to measure it?
To calculate bounce rate you can divide the total number of
emails that have bounced by the total number of emails sent
to establish number of bounces per email. Simply multiply
your bounce per email rate by 100 to establish your bounce
rate percentage.
Deliverability Rate
What is it?
Delivery rate is the percentage of emails that were actually
delivered to your recipients’ inboxes.
Why is it useful?
Delivery rate is the foundation of a successful (or
unsuccessful) email campaign. To have the chance of
engaging with your recipient, your message has to actually
get to their inbox!
Page 110

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Basics
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Goals
3
Monetary
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Campaign
5
Caution
2
Basics
If you notice your delivery rate decreasing over time then
this is an indication of a problem with your list, for instance
too many invalid email addresses.
How to measure it?
To measure delivery rate subtract hard and soft bounces
from the gross number of emails sent, then divide that
number by gross emails sent. You should be aiming for a
delivery rate of over 90%.
Click-Through Rate (CTR)
What is it?
Click through rate (CTR) refers to the proportion of your
recipients who have clicked on one or more links in your
email message.
Why is it useful?
CTR is an indication of whether or not the content included
in your email was enticing or relevant enough to the
recipient; giving you insight into the success of your email
campaign.
It’s important to remember that CTR can vary depending on
the message type. For instance newsletters often have a
much higher CTR than transactional emails. Therefore set
your benchmarks accordingly.
How to measure it?
You can calculate CTR by dividing unique clicks by the
number of emails delivered.
To do:□
□ Ensure that reporting is in place to
monitor your essential metrics□
□ Utilise our essentials reporting
template□
□ Measure your results on a campaign
basis or a monthly basis
Page 111

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Goals
3
Monetary
4
Campaign
5
Caution
2
Basics
‫ݬ‬‫ݬ‬Worksheet 2 - Basic reporting
Use our basic reporting template to track your metrics on a monthly and campaign basis
Month 1 Month 2 % difference Month 3 % difference Month 4 % difference
Bounce rate
Delivery rate
Click through
rate
Campaign 1 Campaign 2 % difference Campaign 3 % difference Campaign 4 % difference
Bounce rate
Delivery rate
Click through
rate
Page 112

2
Basics
1
Goals
4
Campaign
5
Caution
3
Monetary
3. Look at the pound signs
The previous metrics are a great way to gauge email marketing and campaign performance, but
often the success of your campaigns comes down to the monetary value they generate.
Therefore, the following metrics will allow you to determine how much money your email marketing
is making for your business.
Conversion Rate
What is it?
Conversion rate refers to the percentage of your recipients
who have clicked on a link within your email and have gone
on to complete your desired action, such as filling in a lead
generation form or purchasing a product.
Why is it useful?
Conversion rates are considered by many marketers to be
the ultimate measure of how successful an email campaign
has been. The higher your conversion rate then the more
relevant and engaging your campaign has been.
How to measure it
It is important to remember that conversion rates depend on
multiple factors which go beyond your email campaign, this
could be the quality of your landing page for example.
To measure conversion rates, you will need to integrate
your email platform with your web analytics. This integration
can be easily performed by creating unique tracking URLs
for your email links to identify where your clicks have come
from (such as a specific email campaign).
Page 113

2
Basics
1
Goals
3
Monetary
4
Campaign
5
Caution
Overall ROI
What is it?
Overall ROI refers to the amount of profit which is generated
from email marketing activities.
Why is it useful?
Overall ROI is one of the most important metrics for
marketers as it helps them to evaluate whether the money
they are spending on their email marketing is generating
healthy profits for their business.
How to measure it
The mathematical formula for ROI is:
(Earned - Spent) / Spent = ROI as a percentage
In layman’s terms, you need to minus what you have
spent on your email marketing campaigns from what
you have earned, and then divide this by your email
marketing spend.
You will obviously want to include the cost of your ESP,
but you may also want to include the time you spend on
your email campaigns as a monetary value as well.
3
Monetary
To do:□
□ Utilise our monetary reporting
template□
□ Measure the above metrics on a
monthly, quarterly and campaign
basis
Page 114

2
Basics
1
Goals
4
Campaign
5
Caution
3
Monetary
‫ݬ‬‫ݬ‬Worksheet 3 - Monetary reporting
Use our monetary reporting template to track your monetary metrics on a monthly and quarterly basis.
Month 1 Month 2 % difference Month 3 % difference Month 4 % difference Quarterly %
Conversion
rate
Overall ROI
Page 115

Email Marketing Box Set - Pure360

Email Marketing Box Set - Pure360

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