www.pure360.com @Pure360

Top 5 Email

Trends for 2015From data collection to targeting to content

www.pure360.com @Pure360

Andy ThorpeSenior Managed Services Consultant @Pure360

@Captaininbox

Eyes deep in email since 2006

www.pure360.com @Pure360

Top 5…

• Fragmented “Big Data”

• Cleverer List Building

• Automated (Micro)Targeting

• Content/Brand Marketing

• Mobile email creation

www.pure360.com @Pure360

1. Fragmented “Big Data”

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“Big Data” = Not New

• Single Customer view

• Data Mining

• Dash Boards

• Trend spotting

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“Big Data” Software Suites

• Brings everything to one spot

• Powerful

• All encompassing

• Technical?

• Complicated?

• Overkill?

• Expensive?

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What do you WANT to do?

• Profiling

• Email/Site tracking

• Content/Product Recommendations

• Single Customer view

• Revenue Frequency Modelling (RFM)

• Engagement tracking & targeting

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2. Cleverer List Building

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Users have more control

• Permission really matters now

• Deliverability

• Plug the missed opportunities

• Give recipients the control

• Social Proof

• Viral Promos

• Light Boxes

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3. Automated (Micro) Targeting

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Set it up & sit back

• Abandoned Cart / Browser

• Collect Birthday (not date)

• Welcome Programmes

• CMS Auto Message Import

• Open Reach / Engagement Tracking

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4. Brand/Content Marketing

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Go for a ‘Smile’ not a ‘Sale’

• Too much selling

• Knowledge & Novelty

• Cross Channel Traffic

• Interactivity

• Multi Device Audience

• Follow a journey, tell a story

• Fans will market for you

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5. Mobile, Mobile, Mobile

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Consumption vs Conversion

• Content Triage

• Tap vs Click

• Apple vs Android

• Wearables

• Content Creation

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Mobile Inbox Triage

www.pure360.com @Pure360

Consumption vs Conversion

• Content Triage

• Tap vs Click

• Apple vs Android (Gmail)

• Auto-loading images

• Smart Watches (plain text)

• Content Creation (drag‘n’drop)

www.pure360.com @Pure360

Andy Thorpe @CaptainInbox

Pure360.com @Pure360

www.pure360.com @Pure360