Content from our latest customer workshop. For more information contact your account manager or contact@pure360.com

1. The Pure360
Email Maturity Model
Workshop

2. Agenda
What is the Maturity Model?
An overview of our best-practice framework and what it means for you as an email marketer. We'll take
you through the six stages, including the strategy, goals, tactics and challenges within each.
Email Maturity Model Self-Audit
Complete our audit to identify which stage of the Email Maturity Model you are at
How Pure360 Can Help You Progress
Get relevant advice and tips on how to improve your email strategy and move up the stages
Identifying Christmas Email Opportunities
Christmas is fast approaching and provides the perfect opportunity to kick-start email activities to move
up the Email Maturity Model
Q&A
The chance to ask us any questions​ you may have

3. Hello!

4. What is the Pure360 Maturity Model?
An industry-leading framework of email sophistication that
enables email marketers to pinpoint exactly how advanced
they are compared to the industry and start making steps to
improve their results, stage by stage.

5. Benchmarking A structured journey Goal setting
Identifying missed
opportunities
Improve results
What’s in it for you?

6. Graph
Insert graph on this slide
ROI

7. The Self Server
“You send out emails sporadically to a fairly small list. As your list grows you are seeing your
costs increase. The lack of support from your self-service provider means you are unsure of
how to get the most out of your campaigns.”
Stage 0
Strategy
Sporadic ‘one size fits all’
emails to a small list
Goals
List growth
Increased traffic
Purchases
Tactics
Newsletters
Occasional
promotional emails
Challenges
Limited budget and
resource
Lack of support from
self-service provider

8. The Broadcaster
“You broadcast your message to as many people as possible, focusing on lead generation,
increased traffic, opens and clicks. You may be dealing with a small database and limited
resource, you are still developing your email marketing business case.”
Stage 1
Strategy
You want to engage
with a large amount of
people with as little
input as possible
Goals
Lead generation
Increased traffic
Spikes in traffic
Tactics
Monthly
newsletters
Product promotions
Challenges
Limited resource
and skill set
Not thinking about
lost opportunities
Small database

9. Insert example on this slide

10. The Segmenter
“You are sending relevant, targeted campaigns to demographic segments in order to
increase revenue and engagement. You may be finding it difficult to work with disparate
systems and databases.”
Stage 2
Strategy
You are moving towards
a CRM approach,
wanting to send the right
message at the right
time.
Goals
Increase in revenue
Increase in engagement
Product purchases
Tactics
Welcome campaigns
Simple triggered
campaigns
Challenges
Un-integrated systems
Channels working in silos
Lack of specialist skills

11. Insert example on this slide

12. Insert example on this slide

13. The Recommender
“You build relationships and improve loyalty via frequent targeted campaigns, product/service
recommendations and upselling. Due to your increasing use of data, you are likely to be reliant
on IT resources for data management however struggling with achieving a single customer
view.”
Stage 3
Strategy
You want to build
relationships with
recipients to increase
their loyalty
Goals
Increase in engagement
Re-engagement
Increase in loyalty
Tactics
Re-engagement
campaigns
Upsell and cross sell
campaigns
Recommended products
based on trends
Challenges
Lack of time to perform
advanced tactics
Heavy reliance on IT
Or agency for data
management
No single customer view

14. Insert example on this slide

15. The Predictor
“You are focused on lifecycle engagement and pre-empting and predicting behaviour to retain
your customers, increase loyalty and generate scalable revenue. You may be struggling to
stay ahead with the competition, and to perfect your marketing automation capabilities.”
Stage 4
Strategy
You want to increase
customer retention and
loyalty whilst generating
cost efficient and
scalable
revenue.
Goals
Engagement
Loyalty
Cost efficient and
scalable revenue
Tactics
Proactive campaigns
which pre-empt behaviours
Challenges
Strained resource
You have connected but
disparate systems
Your integrations are
not yet perfect
You struggle to stay
ahead with best practice
and trends

16. Insert example on this slide

17. The Interactor
“You are at the pinnacle of the email marketing game! Your full data view, omni-channel
approach and multiple integrated systems allows you to have a real time, one-to-one
conversation with each of your subscribers. Creating content for each possible interaction is
time and resource intensive, but your results show that it’s worth it.”
Stage 5
Strategy
Content which is so
highly tailored that it
emulates a one-to-one
conversation with each
individual
Goals
Engagement
Loyalty
Cost efficient and
scalable revenue
Being an industry leader
Tactics
Full data view
Omni-channel approach
Multiple, integrated systems
Real-time conversations
Challenges
Time and resource to
hit targets
Staying ahead of
competition

18. Example
Insert example on this slide

19. Where do you sit within
the Email Maturity
Model?

20. Lets find out!
In your event pack is a self-audit
Please go through each line item on the list and
tick the tactics you are currently doing (not want to
do!)
Be honest, so we can best help you progress
Don’t forget - our lovely account managers are
here to help with any questions you may have

21. Interpreting the results..

22. How can Pure360
help you achieve
the minimum best
practice tactics
from the audit?

23. Automations – The Welcome Email
Capture essential demographic data via web forms, surveys,
social media and events so your campaigns can be targeted
 Acknowledge their sign up and welcome
 them to the community
 Set expectations
 Remind them of the benefits of signing up,
perhaps with trust-earning testimonials,
reviews, etc.
 Promote social networks
 Opportunity to collect more data

24. Automations
Use the data you have collected to
increase engagement and build loyalty

25. Behavioural Targeting - Prospecting
Behavioural Targeting enables you to leverage real-time behavioural data
to send highly targeted emails to re-engage customers and maximise
ROI.
• Not yet purchased
• First time buyers

26. Behavioural Targeting - Recovery

27. Behavioural Targeting - Nurturing
• Product recommendations
• Loyal customers

28. Integrations
As you advance up the maturity stages it is crucial that your
email platform, business systems and social media are all
connected

29. Customer Intelligence
Combine your data sources to drive highly relevant and
automated campaigns across multi channels
 Hold data in a centralised hub
 Gain a single customer view
 Understand behaviour and
requirements
 Easily practice advanced
segmentation
 Automate multi-channel campaigns

30. Inbox Preview
Are you thinking about where your emails are being opened?

31. Advanced Reporting
c
Identify 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.
Reporting by device Reporting by location Link heat map

32. Professional Services – Preference Centre

33. Professional Services – Welcome Email

34. Professional Services – Consultancy
Creative
Transactional
Lifecycle
Welcome

35. Any questions?

36. Christmas is fast approaching and
provides the perfect opportunity to
kick-start activities to move up the
Email Maturity Model…

37. Are you preparing for Christmas?
Step 1 - Identify your Christmas opportunity
• Trade
• Data
• Re-engagement
• Brand building
Step 2 - Craft effective Christmas campaigns
• Aims and objectives
• Preparation
• Content
• Product marketing
• Personalisation and targeting
• Timing
• List growth and data

38. Step 1.
Identify your opportunity

39. Data
Use Christmas to gain more insight on your customers which
can be fed into future campaigns
• Capture more email addresses by using
• Seasonal promotions
• Sales
• Discounts
• Capture behavioural
data

40. Brand building
• Start by updating your
creative
• Consider a big Christmas
campaign to get you
noticed
• Think about your target market and tap into themes they will
remember

41. Re-engagement
• Use this opportunity to send out
incentives or free delivery to grab
their attention
• Consider starting a re-engagement
campaign at this time of year
• They may be dis-engaged but still
interested in purchasing gifts!

42. Step 2.
Craft effective Christmas
campaigns

43. Aims and objectives
• Decide on the opportunity that Christmas offers you
• Set goals and objectives to help you plan your campaigns
• Align channels

44. Preparation
• Review previous campaigns
for strengths and weaknesses
• Decide on the type of
campaign to send –
promotion, branding, services
• Prepare for eventualities –
solid strategy and prepared
campaigns

45. Content
• Ensure your subject lines are attention
grabbing
• Offer something more than product
promotions and offers
• Update creative so there is fluidity between
all campaigns
Get creative with your
content to stand out in
a busy inbox

46. Product Marketing
• Implement a wish list for
year long campaign data
• Use behavioural targeting
for relevant product
promotion
• Get creative with your
behavioural triggers
• If you don’t have data,
send top sellers and
trending products

47. Personalisation and targeting
• Begin with basic demographic personalisation
and segmentation
• Reference recent purchases
• Target the giver and receiver with an
incentive
• Consider lifecycle marketing for gifts –
children, husbands and so on
• Behavioural Targeting allows for personalised
images – imagine your name on a Christmas
jumper!

48. Timing
• Send at peak browsing times
• Ramp up communications in time
for 2 weeks before Christmas
• Run campaigns on Christmas
day and Boxing Day
• Even a friendly “Merry
Christmas” email can be effective

49. List growth and data
• Use festive competitions and social media campaigns
• Make campaigns highly sharable for increased data capture
• Remember to keep this data clean!

50. Conclusion
To summarise, here are our top tips for creating an effective Christmas email
strategy to help you move up the maturity stages:
• Decide on the opportunity that Christmas offers you and then build your aims
and objectives around this
• Start early and plan campaigns for different scenarios (now!)
• Create engaging and unique content to make your emails worth opening
• Get clever with your product marketing with the use of behavioural data
• Produce highly personalised and targeted emails to stand out from the crowd
• Get the timing right and send when recipients are looking to buy.
• Lastly, don’t forget to collect data and grow your list for campaigns throughout
the year

51. Key takeaways from today
Final takeaways from today:
• Keep moving forward; do regular self audits
• Review your benchmarks and KPIs regularly
• Set monthly objectives to ensure you are moving through the maturity stages
• Make full use of the features available to you to support your strategies
• Implement some new campaigns over Christmas – it’s the best time of year to
start!

52. Resources
The Pure360 Guide to Email Maturity
The Pure360 Guide to Christmas Email Strategy

53. Thank you
Any Questions?
Any questions?