Brighton Marathon run with Pure360 email marketing software

How to get a 50% click through rate

Brighton Marathon has the type of mailing list most marketers wish for - recipients ultimately want the emails, as they are providing information that they need.

Tom is careful to limit sales messages, “We have tried to be a positive information source for our runners and not just use the email campaigns to sell to our runners.  We also maintain regular email contact.”

And the results?

Tom is more than impressed with the outcome of using our email marketing solution “From our perspective, email has been a fantastic success. The numbers speak for themselves!  With an open rate of over 60% on our broadcasts, we have an average click through rate of roughly 50% of the opens.”

Reporting, Reviewing, Improving

Tom constantly reviews campaign performance, with a view to maximising his open rate. Open and click through rates are monitored and the email content, links and layout are restructured and shaped accordingly.

With the assistance of the mighty Google Analytics and the PureResponse reporting tools, the team know that emails are driving web traffic as well.

The benefits of using email marketing software

Tom’s favoured features of PureResponse include:

• Deliverability Checker (to ensure people are getting the information they need, the deliverability checker in PureResponse picks up anything that could flag email as spam)

• Intelligent Time Sending (ensuring they send at a time that’s most convenient to their recipients, which in turn improves their open rate)

• Multiple Subject Line Selector (Pure360 filters the send down to the most popular subject line)

• Social Share (a tool which allows recipients to connect with Facebook, twitter or share messages on various networking sites – Brighton Marathon has found it a great way to promote their media pages/groups to their runners and have seen an increase in followers on both twitter and Facebook connections).

More than just email marketing software

Tom attributes success down to both software and support “Part of the reason the campaign has been such a success is the support we have received at Pure360, with a team dedicated to our account and a support team for backup we have had our questions answered swiftly and competently.”

Long term strategy

One thing Tom’s sure of is that email marketing is part of their long term strategy “We hope to launch our second event shortly after the first one takes place and want to track emails to our existing runners and all those who sign up for more information on year two.  We are looking to try and send out location specific emails with the use of Pure360’s dynamic content blocks, either in this event’s cycle or next year so we can increase the opening rate of our emails even more and improve the information service for our runners.”

Happy happy Brighton people all round, we look forward to the marathon.

Due to take place at 9am on Sunday 18th April 2010, Brighton Marathon will raise thousands of pounds for charities such as WaterAid, The Rocking Horse Appeal and Cancer Research.  For more information on volunteering and the event visit www.brightonmarathon.co.uk

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