Creating successful retail email marketing campaigns

Creating successful retail email marketing campaigns

Lucy Wilsdon

Who are Pure360?

• Pure360 are a UK based email marketing and SMS service provider

• We provide email marketing and SMS software to over 1,500 customers including the following…

What are we going to cover today?

• 6 top tips for successful retail email marketing campaigns

• Two Seasons case study: how do you generate a 43% click through rate?

6 tips for a successful retail email marketing

Implement a welcome strategy


Consider the long and short term effects of your email campaigns


Alter the tone of your campaigns – don’t SHOUT at your recipients!


Serialise your campaigns, give recipients a reason to open your

emails


Consider the time you send

your emails


Don’t forget the all important subject line!

Case study: Two Seasons

Background

• Two Seasons are the fastest growing UK board sports and

snow retailer in the UK, they are owned by Billabong

• Pure360 have worked with Two Seasons for 3 years

• Two Seasons appeal to their target market with a dialogue and a brand their customers can engage with

Two Seasons: how do you generate a 43% click through rate?

The campaign – did you get a Golden Ticket?

• Email sent to entire database, informing recipients

they had won a voucher to value of £1 - £100

• The recipient had to visit the site choose an item

and enter a unique code at point of sale to see how

how much they had won

• Recipients had a week to take advantage of the code

Two Seasons: how do you generate a 43% click through rate?

The results

• Only one £100 voucher was given away

• 34% open rate

• 43% click through rate

• Massive buzz generated

Things to consider

• Trigger an abandoned cart email

• Remember to send an email when people have time to convert

• Match your email to the demographic you are targeting

Questions >>> Answers

Thanks for listening, please ask me any questions you have...

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Technology

Creating successful retail email marketing campaigns