Case study: Brighton Marathon

Brighton Marathon run with Pure360 email marketing software

The Challenge

Want to know how they achieved great results? Tom Naylor, Race Director at Grounded Events shares the secrets of their success…

Brighton Marathon use Pure360’s PureCampaign platform to confirm registration and send a number of generic updates to runners.

The benefit of using PureCampaign was that reporting functions allowed Tom to know to what extent important messages were being read, and automatically schedule resends to non opens (one of the new PureCampaign features, very popular).

Email marketing also contributes to keeping the event sponsors happy, as it allows Brighton Marathon to promote sponsors’ relevant products and services inside the email campaigns.

The Solution

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’s favoured features of PureCampaign include:

  • Deliverability Checker (to ensure people are getting the information they need, the deliverability checker in PureCampaign 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).

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.”

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.”

Questions?

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  • "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.”

    Tom Naylor, Race Director at Grounded Events
Paul Edge
Paul Edge
At Pure360 I have gained a strong knowledge of email marketing best practices, including segmentation, deliverability, data cleansing and optimising performance including subject line testing, message content, setting up email nurturing programmes and sending targeted offers.
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