Case Study: Pure360 & Eventa Group

www.pure360.comwww.pure360.com @Pure360@Pure360

Cherry Younger

& Lee Davies

Pure360 & Eventa: Customer Case Study


Quick Summary

• Who are Eventa

• What was their Challenge

• What did we do about it

• Key Takeaways


Introductions


Who are The Eventa Group?

72,000 Stag & Hens Planned

820 Corporate Events Held

50% of Business in Jan - March


The Challenge?

To convert leads, that could not be contacted/converted by sales


“The Eventa Group was using its own bespoke CRM system to handle automated email campaigns sent to leads the company’s sales team were unable to contact. These were sent the same communications

regardless of their requirements.”

What had to change?


What did we do?

1. Defined a communication plan

2. Automated and personalised

3. Measure the results and ROI

4. Made the right changes

5. Planning further improvement


1. Defined a communication plan



Lee provided the structure for the email automations based on their findings, this communication plan was called ‘Autopilot’


Cherry provided Consultancy and Best

Practice advice


2. Automated and personalised


Thinking about the demographic and type of message that would suit was key to success


Using personalisation the emails were tailored to the recipient.

They were able to pull through:Recipient NameSpecific DestinationsSales Rep Details


Lee utilised many of the tools available in Pure360 to get the most out of all of his campaigns

Intelligent time sending on bulk offer campaigns helped improve open rates.

Advance deliverability checker and inbox preview ensured emails would pass spam filters and look great

on all devices types.


3. Measure results and ROI


After one month, the Auto Pilot lifecycle was already in profit.


Analysis lead to the success of the ongoing automations

How was the open rate performing against industry averages?


All of the emails were analysed to decide success metrics

How was the content performing and was it Best Practice?


We analysed the sales uplift attributed to different emails


4. Made the right changes


‘Get Social’ email removed

Content shortened and proved more effective

Cashback email removed during peak period and not re-instated


Started using SMS for an additional revenue boost...


Implemented Smart Survey integration

“This allows us to target leads that ultimately don’t book with our brands, and to ask them why they choose to use another company. This can and will influence

the service we offer by listening to the needs of potential customers.”


5. Planning further improvements


Split content testing on bulk campaigns:

Subtle changes in the content can have a big difference: Call to actions buttons can perform differently dependent on colour and also the text.Eg: ‘Book Now’ would likely perform better than ‘More Info’


Dynamic content


More lifecycle automations

Post Purchase Value AddBrand MessageUpsell OpportunitiesPre & Post TravelLoyaltyReferrals


Two way integration


All emails via Pure360


Keep adding to the bottom line

Turnover of the Autopilot campaign to date:

£825,000


Key takeaways

• Make a plan and get started

• Test, measure and make changes

• Recognise your achievements

• Always aspire for more



Marketing

Case Study: Pure360 & Eventa Group