The Pure360

Email Maturity Model

Workshop

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-AuditComplete our audit to identify which stage of the Email Maturity Model you are at

How Pure360 Can Help You ProgressGet 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

Hello!

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.

Benchmarking A structured journey Goal setting

Identifying missed

opportunities

Improve results

What’s in it for you?

GraphInsert graph on this slide

ROI

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

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

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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

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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

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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

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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

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Where do you sit within

the Email Maturity

Model?

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

Interpreting the results..

How can Pure360

help you achieve

the minimum best

practice tactics

from the audit?

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

Automations

Use the data you have collected to

increase engagement and build loyalty

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

Behavioural Targeting - Recovery

Behavioural Targeting - Nurturing

• Product recommendations

• Loyal customers

Integrations

As you advance up the maturity stages it is crucial that your

email platform, business systems and social media are all

connected

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

Inbox Preview

Are you thinking about where your emails are being opened?

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

Professional Services – Preference Centre

Professional Services – Welcome Email

Professional Services – Consultancy

Creative

Transactional

Lifecycle

Welcome

Any questions?

Christmas is fast approaching and

provides the perfect opportunity to

kick-start activities to move up the

Email Maturity Model…

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

Step 1.

Identify your opportunity

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

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

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!

Step 2.

Craft effective Christmas

campaigns

Aims and objectives

• Decide on the opportunity that Christmas offers you

• Set goals and objectives to help you plan your campaigns

• Align channels

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

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

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

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!

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

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!

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

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!

Resources

The Pure360 Guide to Email Maturity

The Pure360 Guide to Christmas Email Strategy

Thank you

Any Questions?

Any questions?