Let's continue our cycle of interviews of the different emailing platforms. For this second edition, we welcome Abi JacksHead of Marketing of Pure360 .
Can you give us a brief history of Pure360? When was the platform founded, by whom, has the business model evolved since the beginning of the adventure?
Founded in 2001, Pure360 was formed by four developers and one chat. Since then, the platform has evolved to offer new emailing features as well as mobile marketing services. Over the past decade Pure360 has integrated with many partners and developed a network of resellers such as marketing agencies and software providers, who use a white label platform. The company now has over 100 employees and is expanding internationally with clients such as Meribel, innocent - the naked fruit and Elle magazine.
What makes Pure360 unique? What sets you apart from other players in this highly competitive market?
We offer enterprise software, accompanied by proactive account management, all without a long contract. We don't believe in simply selling a platform and leaving our clients to fend for themselves. We want to help them improve their results by providing ongoing guidance and support to best optimize their campaigns.
What are the 3 main challenges for the next few months in the emailing world?
With the growth of mobile devices, marketers need to make sure their campaigns are optimized for reading not just on computers, but also on tablets and cell phones, all of which have different sizes and shapes.
Christmas is a very busy time of the year for inboxes. Then comes New Year's Eve when offers multiply and messages fight for attention. It becomes difficult to stand out from the crowd during these periods, which is why the subject line, relevance and content of emails are elements to be monitored very closely.
There are now a large number of media that marketers need to integrate with in order to be sure to optimize their campaigns to the maximum for the coming months. It is important to plan your strategy well and not to consider emailing as a solitary tool. Consumers are now searching through a multitude of media.
What are the next evolutions of your platform?
New features are on the way.
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Behavioural retargeting - allows you to send email campaigns based on the level of engagement of subscribers. Combined with advanced automations, it will allow to create campaigns that do not require many resources and increase ROI.
Mobile responsive templates - with the rise in the use of mobile devices it is vital that marketers use email templates that are optimized for reading on tablets as well as smartphones. Responsive templates automatically adapt the email so that it can be read normally, regardless of the screen.
Geolocation reporting - Pure360 customers will soon be able to get a map of the world and find out in which countries their subscribers have opened their emails. This will allow them to segment their list accordingly, and send even more targeted campaigns.
Do you offer your customers a "Freemium" mode (free version with reduced features)? If not, why not use this model?
We do not offer a Freemium option as this does not fit the space we operate in. Pure360 customers are looking for enterprise software with ongoing account management; they are looking for more than what is offered in a free version. Since we don't have long contracts, they don't take any risks in trying our platform anyway.
What do you think of the French emailing market? Is it mature or is there still room for new innovations?
The French market is very competitive, however there is always room for new innovations, as long as they offer something really useful, with a recognized ROI. French marketers have not yet reached the level where they are well aware of, and use, all the emailing features that are available to them.
A last word to conclude?
What's important for marketers is to focus on what really matters, and the results will follow. There are so many exciting new technologies out there that it's easy to get lost and swear by the latest trends. The great thing about the world of email marketing is that it has been around long enough to have proven its effectiveness, yet it has yet to show its full potential.
