In a crowded market place with little distinguishing between retailers in the eyes of consumers, they needed to understand what didn't engage people with their brand as much as what did.

Customer segmentation

By implementing PureResponse, Truprint could look at detailed elements of a campaign to see what motivated each individual recipient and target them accordingly.  One campaign was to encourage those who had never made a purchase, to become customers, by offering a further discount to recipients who didn’t click on a sales email.

Targeting 'non-open' recipients in this way increased the sales revenue attributed to that campaign by over 30%.

Testing the water

Test emails also played a large part in gaining a clear understanding of customers' behaviour. Using the reporting tools in PureResponse email software, they compared the response to two campaigns with different redemption timeframes and found out at which point recipients were
compelled to open or click-through.

Truprint can even identify the specific day of week and time that people click-through on an email to ensure their marketing is delivered when most likely to elicit a response.

The Results

Database segmentation in this way has enabled Truprint to simply and quickly implement relatively sophisticated behavioural targeting in their email marketing strategy and now each campaign's objective is dependent upon the customer type.

“'What the Pure360 system added was the ability to see the full picture - how customers reacted from the moment that they got the email, to be able to refine and test messages and clearly measureresults.” Digital Marketing Manager, Carolyn Searling.

Giving the fans what they want, when they want it

The audience of award collecting, fan-to-fan ticket exchange, Seatwave
want to know about the latest events and ticket availability, the moment they hit the website.
So the Seatwave marketers need to deliver this information quickly and efficiently, but also ensure that their email marketing arrives in each subscriber’s inbox at the time they are most likely to open, and act on it.?

The email marketing solution

PureResponse (Pure360’s email marketing software) gives Seatwave the capability to quickly assess the effectiveness of their email campaigns and build relationships with customers, by gathering data and tracking responses to enable more personalised campaigns.

Timing is everything

Seatwave’s ongoing email marketing campaign uses ‘Intelligent Time Sending’ to analyse when each recipient is most likely to open their emails, and click-through to the website. This information is used to ensure emails arrive in recipients’ inboxes at the time he or she is most receptive – an essential tool as success is dependent on the audience responding quickly and purchasing tickets.

Battle of the inbox

‘Automatic Subject Line Selector’ is used to send out campaigns with multiple subject lines and analyses open rates in real time to ensure that further messages automatically adopt the most successful subject line. ‘Subject-line optimisation’ has also been central to the success of this campaign - getting the subject line right is the difference between Seatwave’s emails being opened or deleted.

The proof is in the results

By using the sophisticated reporting capability, Seatwave monitors not just open and click through rates, but also vital post-click information such as how many and what type of tickets were bought. In addition to helping measure campaign effectiveness, this has proved invaluable in increasing the
effectiveness of targeting within future campaigns.

The email marketing campaign has been so successful that it is now an intrinsic part of Seatwave’s marketing. Its average open rates are 11.18%, and click through rates are 31%. The campaign has driven phenomenal growth in an extremely cost-effective way, delivering an ROI of 1600%.