Tom Ricards' presentation from eCommerce Expo 16, 28th September 2016. Get actionable insight and advice for best practice lifecycle campaigns you can implement today.

1. Grow your email maturity:
Essential emails you
should be sending
Best practice lifecycle campaigns
Tom Ricards
Email Specialist, Pure360

2. Session Objectives
Email specialist at Pure360.
Working with clients to improve their digital
and email marketing sophistication and ROI.
Have helped clients including The Financial
Times and Walls and Floors and achieve
great results.
About little about me…

3. Marketing suite with email at its core
Our formula of a best of breed technology
and email maturity model is unique in the
market
Taking our clients on a journey of
improvement is at the heart of everything
we do
About Pure360

4. 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
The Email Maturity Model

5. Lead-gen
promotions
Browse abandonment
automation
Notifications or
URLs via SMS
Feedback/ surveys/
referral automations
Re-engagement
automation Lead nurture
automations
Welcome
automations
Cart abandonment
automation
Welcome journey
Targeted campaign
using segments
Cross sell/ renewal
automation
Lead nurture journey
Re-engagement
journey
Upsell/ cross sell
journey
Prospect (non email)
journey (ads, push, SMS,
DM)
Website
personalisation
Customer (non email)
journey (ads, push, SMS,
DM)
Retail & Travel
Best Practice Lifecycle Campaigns

6. Notification or URL via SMS
Targeted campaign - segments
Referral promotions
Lead nurture automation/ journey
Welcome automation/ journey
Browse abandonment automation
Raw data > Loyal brand advocates
Website personalisation
£
Lead-gen promotions
Upsell/ cross sell automation/ journey
Retention
Acquisitio
n
Growth
Prospects > Customers >
Our 12-18 month Objective:
= Help you implement all life cycle stages
Cart abandonment automation
Multi-channel journey (100% data)
Re-engagement automation/
journey
Best Practice Lifecycle Campaigns

7. Lead gen promotion

8. Why send?
Lead generation promotions are great for growing your
lists and further increasing engagement with your
existing subscribers.

10. Welcome automation
or journey

11. Capitalise on your subscribers being at their
MOST engaged
Maintain relevancy – what emails do they
WANT to receive from you? (Link to a
preference centre)
Set expectations – when can they expect to
hear from you?
Promote social networks – how else can they
keep up to date and contact you?
Get seen - CTA to add domain to safe sender
list
Why send?
"Welcome emails achieve a 86% lift in unique open rate & a 196% lift in unique click
rate” – Smart Insights

13. Lead nurture
automation or
journey

14. If you have collected demographic data – use it to effectively nurture
your subscribers
Emails as simple as a birthday campaign can achieve up to 5 times
as much revenue as normal bulk campaign!
Why send?
Loyalty is neither permanent, nor under
your control.
You can’t “own” loyalty— you simply
have it on loan for short periods of time,
from one interaction to the next.

16. Offer an incentive such as
free shipping or a discount to
encourage a purchase

17. Basket
abandonment
automation or
journey

18. 90% of abandoned basket leads go cold
after 1 hour
88% of online shoppers who abandon online
purchases before completion are open to
being emailed by retailers afterwards
35% actually say they will actively welcome
these emails
For every £100 spent on driving customers
to the site, only £1 goes into converting them
Why send?

19. The most important part of
the email is the subject line
and the language you use
Aside from achieving the sale – it’s
about creating a meaningful
experience and using this opportunity
to demonstrate that you understand
your customers.

20. Browse
abandonment
automation or
journey

21. Add a further 4% on top of your cart abandoned recovered revenue. They are
great for forms not completed or reminders of missing information.
Encourage a purchase - remind the subscriber what they were interested in,
and tempt them back to buy them.
Drive people back to your site - have a clear CTA and increase conversions
Build loyalty and credibility - demonstrate best practice customer service by
offering further help or instructions
Why send?

23. Upsell and/or cross
sell automation/
journey

24. According to Marketing Metrics, it is 50% easier to sell to existing
customers than to new prospects
Cross-selling can drive sales by 3% when shown on the checkout
page
- Econsultancy
Why send?

26. Re-engagement
automation or
journey

27. Save money and improve sender reputation - Sending to
people in your contact list when they haven’t opened an email in
ages, if ever, not only costs you money but actually has a
negative impact on your overall sender reputation.
Why send?

29. Email maturity journey :
Moved from a Broadcaster to a Recommender in
just over 1 year
They’ve adopted re-engagement campaigns that have helped contribute to
a doubling of their open rates a 33% increase in CTR unsubscribes
dropping to a fraction of 1%.
Case study: Walls and Floors

30. “The re-engagement
emails have been very
successful, we’ve
seen our subscribers
increase by 18.5%”

31. “We also have an abandoned basket
programme that is structured so that if you
put products into the basket, but abandon it,
you will receive emails 30 minutes, 24 hours
and 72 hours later reminding you that we are
still holding that selection.
Recovered revenues through
the abandoned basket programme has
increased by an average of 10% month on
month, with an overall increase of 97% since
Implementation.”
- Martin Bradford,
Email Marketing Executive,
Walls and Floors

32. Key Take Aways
• Focus on the most important area out of Acquisition, Growth and
Retention, then start to implement the associated campaign types for that
section
• Take it one step at a time
• Keep testing!
• Eventually, try to tick off all campaign types of the best practice framework
to progress your email maturity
• Come and talk to us at stand T350… I’ve spoken a lot about the why… we
can also tell you how!
Key Takeaways

33. Thank you
Any questions?