Digital Marketing Priorities 2016 Brought to you by:

Top tactics to improve your email marketing in 2016

Komal HelyerHead of MarketingPure360

Learn how you can blend what consumers want and tech advances to ensure email marketing success in 2016

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About Komal Head of Marketing at Pure360 15 years email and digital experience Worked with leading brands including HSBC, Carphone

Warehouse and Black and Decker @komal_helyer

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Agenda A bit about Pure360 Emerging technologies What do customers want? How? Key tactics to implement Main takeaways

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About Pure360 Digital marketing suite for the mid-market Our formula of a best of breed technology and maturity

model framework is unique in the market We best serve Retail, Travel & Leisure, Publishing &

Media, Banking & Finance and Agencies Taking our clients on a journey of improvement is at the

heart of everything we do

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Emerging technologies

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What do consumers want?

We interviewed 1,000 consumers

What makes them click?

And why?

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The Holy Trinity

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Success in 2016?

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Exceed customer expectations with tech advances

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Top focus areas for 2016 Data Simplicity in delivery Personalisation is dead Real time triggers The importance of psychology Email driving the customer experience Cross channel engagement Creativity Mobile first – the rise of the micro screen Analysis – Looking beyond the click

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Data is King

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VOTE

How advanced is your data integration and analysis

I collect data from different sources but they are not integrated

I integrate email + web data I integrate email + web + offline data I integrate email + web + offline + social data I have a full single customer view

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Understand your audience Move away from a ‘one campaign to all’ Create your key segments Understand what appeals to them Devise creative and offers based on segments

Erich your data through sign up forms, welcome campaigns and social sign up

Using a lightbox can improve data collection by over 400% (eConsultancy)

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Create engagement segments

Consider how you measure email engagement and set the parameters

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Create engagement segments

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Simplicity in delivery

Get straight to the point Don’t confuse Clear CTA’s Strong bold imagery Clear subject lines – no fluff!

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Long live RELEVANT personalisation!

Personalisation isn’t #First Name# Be creative with real time data But…know your boundaries 38% consumers hate emails “stalking” them Be useful!

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Real time triggers

Going beyond the simple triggers of demographic data

Increase revenue with automated abandoned basket or browse campaigns

Use real time analytics to understand behavioural data

Create special offers or limited time vouchers

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Changing behaviour using real time data

Lifecycle emails can increase loyalty, encourage customers back and improve LTV

Gamification will see brands rewarding for engagement

Turn behaviour into habit by congratulating milestones

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A lesson from Tripadvisor Driving UGC Feel Good

Prestigious awards Social Proof

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Using psychology to improve results

Create content around what makes your segments tick

Use social proof Use real time scarcity content

from your site in emails

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Using email to improve the customer experience

By delivering value above and beyond the sale email comes into its own

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Cross Channel Engagement Email will continue to be the linchpin

through 2016 The rise of the # Create cross channel conversations Use a combination of channels to

improve email results

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Creativity Relevance and context Use countdown clocks to give urgency Maps, weather forecasts increases context Up to date stock levels and localised product information

increases relevancy Increase engagement with live content Video increases engagement and its shareable value

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Uber Creativity

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The mobile consumer

Design mobile first and ensure responsive across devices

Keep subject lines and copy short and concise

Use the pre-header Ensure the journey is

seamless Create links into apps instead

of in browser

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Analysis – beyond the clickIdentify which areas of your emails are getting the most attention and on what devices to understand what makes your recipients tick. Use this information in

future campaigns for increased targeting.

Across Device By location By Heat Map

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Analysis – beyond the click Marketers are look beyond the usual open and click metrics Integrating with multiple data sources give you a much deeper

insight Layering third party data will allow you to ask questions that may

highlight otherwise missed segments Be part of the smart minority that are using data to support decision

making

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VOTE If you had to choose what do you think will return

the best increases in email results in 2016? Audience segmentation Real time triggers and content Creativity Mobile tactics Integrated data analysis More cross channel campaigns Introduction of psychology tactics

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Key Takeaways Consumers want more relevant emails Technology advances means increased

consumption of media – but also increased noise Understand your audience Keep it simple but be creative Relevancy and context can be delivered through

real time content Use data to predict future behaviour Mobile is ubiquitous

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Related resources

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Thank you!

For more information on our maturity model please visithttp://www.pure360.com/email-maturity-model/

0844 586 001contact@pure360.com

www.pure360.com

@komal_helyer@pure360

#pure360maturity

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Any questions?