Digital Marketing Priorities 2017 Summit Brought to you by:

5 game-changing marketing automations for 2017

Komal HelyerHead of MarketingPure360

Start working smarter, not harder, with five essential automated campaigns that will transform your marketing in 2017

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Agenda About me

About Pure360

Why?

The 5 Automations

The Essentials

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About me Head of Marketing @Pure360

Over 15 years email and digital experience

Worked with leading brands inc HSBC, Carphone Warehouse, Black & Decker & Screwfix

Follow me - @komal_helyer

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About Pure360 Marketing Automation suite with

email at it’s core

Unique combination – Best of breed tech with a strategic maturity model framework

Taking clients on a journey of improvement

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The Pure360 Maturity Model

Broadcast to as many people as possible

Focus on lead generation, traffic, opens, and clicks

Small database

Limited resource

Sending relevant targeted campaigns to demographic

segments

Focus on increasing revenue and engagement

Struggling with disparate systems and databases

Sending frequent targeted campaigns, product

recommendations and upselling

Focus on building relationships and loyalty

Increasing use of data

Reliant on IT resources for data management

Struggling to achieve a single customer view

Sending based on life cycle engagement and behavioural

predictions

Focus on retaining customers, increasing loyalty and

generating scalable revenue

Struggling to stay ahead of competition and to perfect

automation capabilities

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VOTE Do you currently have a marketing automation

tool implemented?

Yes Plan to in the next 12months No, but we would like to in the next 2-3years No and unlikely to

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Trends

eConsultancy

Smart Insights

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Why? Increase team efficiency Save time Communicate in real time – based on behaviour Real time comms can increase results

significantly Increase customer lifetime value Create a personalised experience

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The Pure360

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The Welcome Generate 320% more revenue

than promo emails

86% increase in open rates and 196% increase in CTR

Top tips – Be Quick Optimise the subject line Set expectations Get in the inbox Grow your followers Acquire more data Create a series of simple emails

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The Journey

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The Disney Journey

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The Browse Target consumers that browse but don’t

buy Add up to an additional £35,000 per £1m

turnover These are window shoppers so be

considerate when writing copy

Top tips:- Easily recognisable that it is from your brand Clear concise and simple Follow the website branding and tone of

voice Show some of the products that were

browsed Strong Call to Action

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The Basket 67% of baskets are abandoned

88% online shoppers who abandon could buy elsewhere

90% of abandoned baskets go cold after 1hr

45% of abandoned basket emails are opened

Sending basket abandoned triggers could increase sales by up to 8%

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Aside from achieving a sale – it is about creating a meaningful experience…

Top tips:- Clarity Show what is in the basket Include product suggestions Clear and Strong CTA Send in real time – 20-30minutes after they

have left the website Send a series of emails to entice back

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Case Study

“We have an abandoned basket programme that is structured so that if you put products into the basket, but then abandon it , you will receive emails 30 minutes, 24hrs and 72 hrs later”

“Recovered revenues through this programme has increased revenues 10% month on month, with an overall increase of 97% since implementation”

Martin BradfordWalls & Floors

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The Machine

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“People like you buy”

Takes into consideration the history for each shopper and what they have browsed Understands what other people have bought after viewing certain products Perfect for simple website personalisation

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“Frequently bought with this”

This is connected to the specific product and what people have ended up buying with it

Excellent cross sell tool along with inserted in basket abandoned emails Perfect for using on a “did you forget” page on the checkout

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“After viewing this, people buy”

This can be used to increase the breadth of products or pieces of content that a viewer can see

The rules should be set to show the highest converting products bought by people viewing the current product

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The Considerations Data

Psychology

Creativity

Mobile

Don’t forget..

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Data

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Psychology

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The two sides of the brain

Intellectual – making a conscious decision based on facts

Emotional – when your emotions are called into play to make decisions for you

You have 3-4 seconds to get someone's attention in an email, probably less if viewing on a mobile device

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Colour is key

90% of an assessment for trying out a product is made by colour and visuals alone

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Which Test Won? Vote Now.

A. Green B. Red

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Which Test Won?

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Images invoke powerful responses

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Case Study

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Automated Creativity Countdown clocks help drive urgency Maps and weather forecasts increase context Up to date stock levels and localised product info increases

relevancy Increase engagement with live content

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Think Mobile…

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Don’t just keep swimming..

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To conclude The best 5 automations to improve your customer loyalty and retention

Welcome Journey based Browse Basket Machine

There are many things that you need to consider when setting up automations

Don’t forget about them! Automations should be reviewed at least once every 6 months