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www.pure360.com @Pure360
Simplifying email
marketing strategy
Chantelle Knoetze
Customer Success Director
www.pure360.com @Pure360
Agenda
The challenge – objective of presentation –
summary
What can we automate – save time
Mobile??
CI? Centralised data management?
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Digital marketing landscape
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What are the most challenging
obstacles to digital marketing success?
*Ascend2 and Research Partners – September Survey 2014
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Why is email important?
• Recent Census still shows email as the top channel for ROI*
• Investment in email as a channel continues to increase
• The DMA state payback on email is 50:1
• ROI on email has increased by 16% since 2012
*E-Consultancy Email Census 2014 / DMA Report Feb 2014
www.pure360.com @Pure360
www.pure360.com @Pure360
Let’s move with the times…
• “Batch and Blast” is a strategy of the past
• Engagement levels will drop
• Inbox placement will get tougher
• Lists will get tired
• Growth will slow
• ROI will drop
www.pure360.com @Pure3608
www.pure360.com @Pure360
• Who are you as a business?
• What are you selling?
• Who is your customer?
• Who do you compete with?
A good starting point – YOU!
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When was the last time you
reviewed your strategy?
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3 key ways to get to know your
audience better
1. Run regular surveys / polls – to address
key business gaps / challenges
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Surveys
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3 key ways to get to know your
audience better
1. Run regular surveys / polls – to address
key business gaps / challenges
2. Set up a preference centre – to find out
what content subscribers would prefer
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Preference Centre
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3 key ways to get to know your
audience better
1. Run regular surveys / polls – to address
key business gaps / challenges
2. Set up a preference centre – to find out
what content subscribers would prefer
3. Gather insight from opt outs – so you can
make improvements
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Unsubscribe survey
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Consider…
• How much effort it took you to win a
customer or get a new subscriber
added to your list
• Don’t you want to do everything you
can to keep them?
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Set yourself some SMART objectives
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How well do you know your
subscribers’ journey?
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The sign up form
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Drive organic list growth
• Using email signatures to drive sign ups
• Promoting sign ups at trade shows and
exhibitions
• Using social media to promote email
communications
• Drive sign ups through viral sharing
campaigns
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How do you acknowledge a new
subscriber?
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Key benefits to a welcome email
• Statistically it is the most opened email
• Improve delivery of future emails
• Grow brand awareness and trust
• Drives traffic straight to the website
• Encourages engagement on other channels (social networks)
• Sets expectations
• Opportunity to collect more information
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Simple list segmentation
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List segmentation via behavioural
targeting
• Consider inferred preferences
• Monitor click through behaviour
• Monitor website behaviour
• Improve ROI through real-time targeting
• Show email subscribers highly relevant content
• Increase your website sales by an average of 13%
www.pure360.com @Pure360
www.pure360.com @Pure360
Build a test plan
• Define – what is the purpose of your
email? (Be SMART!)
• Plan – content, subject lines and delivery
• Design – content placement, key CTAs
• Build – best practice in email HTML,
mobile responsive
• Test – HTML, devices, spam, links
• Schedule – best time to send
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Review your success
• Remind yourself of the goals you set
• Review the results – was it successful?
• What worked and didn’t work?
• What can you do next time around?
• Regular review is key to success
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Top tips for a simple and successful
email marketing strategy
• Remember who you are as a business
• Identify and learn who your subscribers are
• Set your goals / benchmarks
• Find a way to segment your lists
• Testing is a MUST
• Reviewing is essential
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Strategy time line…
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Final thought…
32
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Thank you for listening…
33
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mini-guide from
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