Using Multichannel Marketingto increase customer engagement and your ROI

Head of Enterprise

In my time at Pure360, I have helped brands like BrandAlley, Seatwave, Hearst Magazines and Bravissimo to improve their results from email marketing.

I like horses, design, dislike cats and am absolutely fine about the fact that I was 40 yesterday… not bothered at all.

Content• The funnel

• The glue

• The challenges

• Multi channel working

• Data

• Key takeaways

• Questions

Data

Conversion

Engagement

The Challenges

• Are all of your customer touch points integrated?

• Are you delivering a consistent brand experience and service across each channel?

• Are you able to provide a unified view of the channels?

• Are your team's overall goals aligned?

Multichannel Working

16k Entries10k Unique

The result:

• To reward both loyal existing customers and capture new potential customers

• Promoted across all digital channels which include email, Facebook, Twitter and video on demand

• 17.7% list growth

• Redemption rate of 20% across all digital channels

• Against an industry average of 3%

• Further rollout of Digital Store format

• ‘An Argos within a Homebase’

• Extension of our product range

• Further enhancement of our digital channels

The Challenge:To drive digital subscriptions

Least likely Most likelyAcceptable threshold of likelihood

Data

• Know where your data is and who owns it

• Most companies are data rich and information poor; focus on MI to drive actions

• Data hubs are now accessible to the mid market and can be transformational to your business

• Ensure you can see your customer journey through your data

Key Takeaways• Integrate your systems where you can; if you can't create a single view

database then aim for eco systems of integration

• Marketers work in silo; align your team’s KPIs across all channels

• Understand who owns your data and try to use your data tounderstand your customer

• Promote your offline products online

• Make sure when your consumers are mobile, your brand is at theforefront of their mind

• Understand where your customers convert and what channel leads to that conversion

…Any Questions?Or if you have spotted any spelling mistakes

please tweet me on @Pure360