2. www.pure360.com @Pure360
Agenda
• The challenge
• The sign-up process
• A strategy for growth
• Managing your lists
• Demographic segmentation
• Segment using recipient data
• Automatin persona segments
• Trigger real time emails
List Management
Targeted Campaigns
4. www.pure360.com @Pure360
“We want to reach more potential
customers and grow our revenue from
email, but building a list organically
seems time consuming.”
8. www.pure360.com @Pure360
Why do you want my cat’s name??
-Direct Marketing Association UK
Customer Acquisition Barometer 2014
Consumers are clear about the two
most decisive influences on their
decision to share information:
9. www.pure360.com @Pure360
A site with a pop-up/lightbox will on average generate 400% more
email opt ins.
-Econsultancy
Optimise your sign-up process
10. www.pure360.com @Pure360
Your sign up form should...
Be easy to find
Collect email & a few other key fields
Explain the value
Have double opt in
Be mobile Friendly
Be reviewed on a regular basis
19. www.pure360.com @Pure360
Think about your audience and which kind of
sign up process will capture the most
recipients.
Plan your strategy & measure your growth -
make your brand engaging and entice with
incentives.
Manage your data by keeping it clean and be
honest with yourself about the unengaged.
List Management in Summary
20. www.pure360.com @Pure360
Agenda
• The challenge
• The sign-up process
• A strategy for growth
• Managing your lists
• Demographic segmentation
• Segment using recipient data
• Automatin persona segments
• Trigger real time emails
List Management
Targeted Campaigns
23. www.pure360.com @Pure360
econsultancy.com
Gender
'Lack of help
when needed’
‘Top problem
experienced when
shopping’
‘Finding a
parking spot
closest to the
door’
Which means:
Care, experience and
joy
Which means:
Quick, no hassle
29% 29%
24. www.pure360.com @Pure360
32% of 18-24 year olds said they
engage with vouchers and offers
42% of 55 - 64 year olds said they prefer
product recommendations based on
search or purchase history
Age
econsultancy.com
27. www.pure360.com @Pure360
Direct Marketing Association UK
Customer Acquisition Barometer 2014
● Targeted products to a recipient based on their persona
● Nurture leads in a certain persona segment
● Create specific blog content
● Remove guess work of your content creation
Persona Creation
Amy – Marketing Director Paddy - Designer Matthew – Head of ITLawrence - Marketing Exec
30. www.pure360.com @Pure360
Companies that use marketing automation have 53%
higher conversion rates than non-users, and an annualized
revenue growth rate of 3.1% higher
Aberdeen Group
31. www.pure360.com @Pure360
Objective: To educate the population on healthy pregnancy and child
development and reduce resource required by GPs and therefore save the NHS
money
Solution: Automated lifecycle of informational emails and SMS pre and post due
date up to 2.5yrs old
Case Study
33. www.pure360.com @Pure360
Triggered emails achieve an
average of 70.5% higher
open rates and 152% higher
CTR.
Epsilon
Remember the welcome
process
Four times the open rate
and five times the CTR of
traditional newsletters.
Experian
Welcome Emails
35. www.pure360.com @Pure360
Not yet purchased
Identify 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
36. www.pure360.com @Pure360
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
37. www.pure360.com @Pure360
First time buyers
Offer useful information by
using transactional emails to
update them on their
purchase, delivery times or
to suggest items directly
related to their purchase
which they may require in
the near future.
38. www.pure360.com @Pure360
Think about your segments, and which kind content is
relevant to them.
Begin conducting research into your audience and
collecting data to build personas.
Set up automated campaigns to create a welcome lifecycle
and re-engagement.
Focus on triggered emails based on real time data.
Targeted Campaigns in Summary
39. www.pure360.com @Pure360
Agenda
• The challenge
• The sign-up process
• A strategy for growth
• Managing your lists
• Demographic segmentation
• Segment using recipient data
• Automatin persona segments
• Trigger real time emails
List Management
Targeted Campaigns