Pure360 Progression | The Secret of Simple List Management by Jonny Davies

www.pure360.com @Pure360

The secret of simple list

management to create

targeted campaigns

Jonny DaviesAccount Director, 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


List Management

The Challenge


“We want to reach more potential

customers and grow our revenue from

email, but building a list organically

seems time consuming.”


We need more

subscribers now!Buy a list.

We need genuine, engaged subscribers!

Build organically.


Which source provides the best cost-

per-acquisition?

-Direct Marketing Association UK

Customer Acquisition Barometer 2014


List Management

Collecting Sign-Ups


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:


A site with a pop-up/lightbox will on average generate 400% more

email opt ins.

-Econsultancy

Optimise your sign-up process


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


Subscribe your Facebook Audience

Collect at events

and in store


List Management

Have a strategy to grow


Offer something in return

Utilise social media

Promote at events and in store

Run Competitions


Viral Promotions

16,000 entries in 2 weeks.

10,000 brand new subscribers.

56% increase in list growth



List Management

How are you managing yours?


Have a schedule

Data health check

Bounce cleaning

Re-engagement campaign

Unsubscribe inactive

recipients


Where else does your list data come from?

Pure360 clients

saved on

average £13.5K

per year when

integrated


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


Agenda

• The challenge








List Management

Targeted Campaigns


Targeted Campaigns

Demographic segmentation


Relevant emails drive more than 18 times more revenue

than general ‘e-blasts’. Jupiter research

Return Path, 2013


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%


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


Location

How can you gather more

relevant demographic

data?


Targeted Campaigns

Build Personas


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



Targeted Campaigns

Automate your segments


Companies that use marketing automation have 53%

higher conversion rates than non-users, and an annualized

revenue growth rate of 3.1% higherAberdeen Group


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


Targeted Campaigns

Trigger real time emails

based on behaviour


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


Achieve 12% uplift in online sales through abandon cart and

browser emails.

Recovery Emails


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


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


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.


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


Agenda

• The challenge








List Management

Targeted Campaigns


Thanks for Listening…