www.pure360.comwww.pure360.com @Pure360@Pure360
Cherry Younger
& Lee Davies
Pure360 & Eventa: Customer Case Study
www.pure360.comwww.pure360.com @Pure360@Pure360
Quick Summary
• Who are Eventa
• What was their Challenge
• What did we do about it
• Key Takeaways
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Who are The Eventa Group?
72,000 Stag & Hens Planned
820 Corporate Events Held
50% of Business in Jan - March
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The Challenge?
To convert leads, that could not be contacted/converted by sales
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“The Eventa Group was using its own bespoke CRM system to handle automated email campaigns sent to leads the company’s sales team were unable to contact. These were sent the same communications
regardless of their requirements.”
What had to change?
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What did we do?
1. Defined a communication plan
2. Automated and personalised
3. Measure the results and ROI
4. Made the right changes
5. Planning further improvement
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Lee provided the structure for the email automations based on their findings, this communication plan was called ‘Autopilot’
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Cherry provided Consultancy and Best
Practice advice
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Thinking about the demographic and type of message that would suit was key to success
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Using personalisation the emails were tailored to the recipient.
They were able to pull through:Recipient NameSpecific DestinationsSales Rep Details
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Lee utilised many of the tools available in Pure360 to get the most out of all of his campaigns
Intelligent time sending on bulk offer campaigns helped improve open rates.
Advance deliverability checker and inbox preview ensured emails would pass spam filters and look great
on all devices types.
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After one month, the Auto Pilot lifecycle was already in profit.
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Analysis lead to the success of the ongoing automations
How was the open rate performing against industry averages?
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All of the emails were analysed to decide success metrics
How was the content performing and was it Best Practice?
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We analysed the sales uplift attributed to different emails
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‘Get Social’ email removed
Content shortened and proved more effective
Cashback email removed during peak period and not re-instated
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Started using SMS for an additional revenue boost...
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Implemented Smart Survey integration
“This allows us to target leads that ultimately don’t book with our brands, and to ask them why they choose to use another company. This can and will influence
the service we offer by listening to the needs of potential customers.”
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Split content testing on bulk campaigns:
Subtle changes in the content can have a big difference: Call to actions buttons can perform differently dependent on colour and also the text.Eg: ‘Book Now’ would likely perform better than ‘More Info’
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More lifecycle automations
Post Purchase Value AddBrand MessageUpsell OpportunitiesPre & Post TravelLoyaltyReferrals
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Keep adding to the bottom line
Turnover of the Autopilot campaign to date:
£825,000
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Key takeaways
• Make a plan and get started
• Test, measure and make changes
• Recognise your achievements
• Always aspire for more