Email Marketing: The Email Content Trends you need to know with Pure360’s Komal Helyer (episode 095)

by April Buencamino-dy

Komal really knows her email marketing! She is the VP of Marketing at Email marketing platform Pure360, AND Chair of the DMA Email Marketing Council. She’s been in marketing for even longer than Chloe – always focused on helping clients find the best strategy and drive the best possible results. AND she’s just been named one of “20 Email marketing experts you need to follow” by Mailcon.

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Getting started in Email Marketing

Komal says no one sets out to be in email.

She herself took up law in University, but eventually got into the world of marketing. She then transitioned into a sales support role and ended up in email.

After 18 years, she still enjoys being in the world of email and together with other marketing experts, is part of the list of 20 Email Marketing Experts You Need to Follow by Mailcon.

Pure360’s Guide to Email Marketing Content Trends

Pure360 recently came out with a guide called Email Marketing Trends 2022 to help marketers find out how to personalize content and what to do with the content you put out. 

Download the document to discover what you need to have a better email strategy this year.

Hyper Personalisation in Email

One of the areas the guide covers is hyper personalisation, and this goes beyond using your customer’s first name.

Start with laying out your marketing objectives. Then come up with your campaigns and for Komal, the ones you need to have are abandoned basket and the welcome campaign, which is the email sign up to first purchase.

Personalise the way you nudge your customers into completing a purchase or making that first purchase with great content. To do this, you have to know your customer, know your business, and your business targets.

User Generated Content

Areas where user generated content can be used to generate sales are:

  • Product promotion. Customers can provide their opinions, products shots, even unboxing videos that can help promote your products.
  • Reviews and testimonials. At least 25% of product searches are customers looking for review and recommendations because they want to make sure they’re making the right decision. Aside from that, satisfied customers attract other customers, and are more relatable than models.
  • Building communities. Consumers crave connection and community, so use your channels to create a community that will lead to loyalty.

Insider Tips

If we’ve inspired someone to take their first step with email marketing – what do they need to know to give themselves the best chance of success?

Komal says there are several things you should do to succeed:

  • Get to know yourself.
  • Know your customer.
  • Know your industry.
  • Find someone in your industry who would be willing to mentor you.

Once you’ve started of course you’ve got to ‘keep optimising’! So what’s your favourite way to improve email marketing performance?

Get involved as much as you can and learn from other places within your business as well. You can’t stop learning, and where you can learn the most is outside your present network.

Other tips Komal mentions are: form an opinion and write and tell stories. These are important for success.

If someone listening wants to learn more about email marketing is there one cheap/free resource you’d recommend?

Go to Pure360 for free resources, and also visit other vendors. For the latter, Chloe recommends Klaviyo, Omnisend, and Dotdigital.

Additionally, Komal says you have to be kind to yourself in the process of understanding what you’re trying to improve.

Crystal ball time – what’s coming up in the next 6-12 months that we should be getting ready for in email marketing?

Think about the total experience your customer is getting from you as a brand.

Get the basics done well, and become even better. Use behavioral science to help drive your campaign strategy and understand your consumer.

Make sure you think about the full, end-to-end experience.

Interview Links

Komal on Social media:

Sponsored by…

Klaviyo is a leading customer data and marketing automation platform dedicated to accelerating revenue and customer connection for online businesses. Klaviyo makes it easy to store, access, analyze and use transactional and behavioral data to power highly-targeted customer and prospect communications.

The company’s hybrid customer-data and marketing-platform model allows companies to grow by fostering direct relationships with customers, without giving up their valuable data to popular big-tech ad platforms. Over 80,000 innovative companies like Unilever, Custom Ink, Living Proof and Huckberry sell more with Klaviyo. Learn more at

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