How three retail brands conquered their email marketing challenges to increase sales - Internet Retailing Expo 2015
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How three retail brands conquered their email marketing challenges to increase sales - Internet Retailing Expo 2015
- 1. How three retail brands conquered their email marketing challenges to increase sales
- 2. Katie Finch Sales Manager Tom Howes Senior Business Development Manager
- 4. • 3 retail case studies • Tips for increasing customer engagement • Questions • Group Activity What we’ll cover today
- 6. • More control and flexibility • Increase return from email • Improve open to click rate • Hitting the inbox at the right time using Intelligent Time Sending • Using what you know about your recipients to create relevant content
- 7. The Result •69% increase in ROI •Exceeded revenue target •Highest send to a friend •Highest open to click rate
- 8. 16k Entries 10k Unique 16k Entries 10k Unique The Result:
- 9. • Increase online sales • Better compete in a crowded online marketplace • Develop a marketing strategy that worked with other marketing channels • Introduce and optimise new features • Align all the social media sites to feed directly into their email marketing activity • Keep sign of the customer journey through all channels
- 10. The Result •Uplift of 2% in open rates •Click through rates of 15% Which meant… •ROI of 1000% •Sales increasing by 100% year on year.
- 12. 1. Capture data more effectively and create targeted campaigns as a result
- 13. 2. Align all your digital channels to feed directly into their email marketing
- 14. 3. Strong Welcome Campaigns
- 15. 4. Create customer personas • Who are your customers? • Use customer data to build rich personas • Gender, birthday, location • Categories, brands, online or in store • Email or SMS
- 16. 5. Identify key performance indicators to measure success • Measure KPIs against your platform functionality and make them scalable • Don’t be afraid to try new things
- 17. Thanks for listening… …any questions?
- 18. Group Activity • Groups of 10 • Pick a scribe • Follow the instructions • Prize for the winning group!
- 19. Come and speak to Pure360… • Stand C72 • Tweet us @Pure360 • www.pure360.com
Notas do Editor
- Welcome email – high open rates as the customer is at the highest point of engagement after just signing up for emails Favourite supermarket – if for instance, Sainsburys have an offer on Jordans cereals, you can send a specific campaign to everyone who has picked Sainsburys as their favourite supermarket and drive them to the store to purchase
- Where are you making most of your money from?
- Lots of content – they tell you ‘what’s in it for you’ at the top Busier and busier - Automate some of this?
- If new things work and you’ve made them scalable you can roll them out across the board.