Slides from dotMailer's Marketing Automation Webinar, by Skip Fidura (dotMailer Client Services Director). This webinar focused on how marketing automation frees up your marketing team's time to focus on what really matters - in this webinar we covered: - How to make your email program 'proactively' reactive; - What's the best argument to present to senior management to justify an email automation program, beyond cost savings; - Which email programs are best automated to allow you to focus on what matters, like list growth and strategy; and - vHow email automation lets you replace the 'human' element that's been lost.

1. Email Marketing
Automation
Presented by:
SkipFidura
ClientServicesDirector,dotMailer
Chairman,EmailMarketingCouncil,DMA(UK)
@SkipFidura|@dotMailer|#EmailMarketing

2. @SkipFidura| @dotMailer | #EmailMarketing
2
Today’s Takeaways:
• How to NOT cut costs
• Increase Productivity
• Ramp up Your Marketing ROI

3. • Do you have enough time in your day?
• Are you able to focus on the things that matter?
• Have you been able to spend a day focussing on your email
strategy in the past three months?
3
Is there any fat in your team?
@SkipFidura| @dotMailer | #EmailMarketing

4. • Do you have enough time in your day?
• Are you able to focus on the things that matter?
• Have you been able to spend a day focussing on your email
strategy in the past three months?
Automation only saves staff costs. If there is no fat in your
marketing where on earth would you find staff costs to save?
4
Is there any fat in your team?
@SkipFidura| @dotMailer | #EmailMarketing

5. Why Marketing Automation?
@SkipFidura| @dotMailer | #EmailMarketing
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6. • Redirects your resourcesaway from the administrativetasks so
you can focus on:
• Strategicplanning
• Contentcreation
• Creativeexecution
• Splittesting
• Responseanalysis
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Why email marketing automation?
@SkipFidura| @dotMailer | #EmailMarketing

7. • Enables you to engage with and respond to multiple
customer interactions in a scalable way
• Creates a seamless customer experience
• Creates timely, structured and relevant
1-to-1 messages in real-time
• Maximise opportunity for profitable engagement
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Why email marketing automation?
@SkipFidura| @dotMailer | #EmailMarketing

8. Add Humanity
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@SkipFidura| @dotMailer | #EmailMarketing

9. What is Email Marketing Automation?
@SkipFidura| @dotMailer | #EmailMarketing
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10. 10
What is Email Marketing Automation?
• Datetriggered emailprogrammes
@SkipFidura| @dotMailer | #EmailMarketing

11. Date-driven triggered emails
• Birthdays
• Anniversaries
• Deadlines
• Renewal dates
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Triggered email programmes
@SkipFidura| @dotMailer | #EmailMarketing

12. 12
What is Email Marketing Automation?
• Datetriggered emailprogrammes
• Event triggeredemail programmes
@SkipFidura| @dotMailer | #EmailMarketing

13. Behaviour-driven triggered emails:
email engagement
• Automaticallyfollowup thosewhoclickedalinkoropenedacampaign
• Automaticallyre-engagethosewhodidn’topenorclick
• Widerreachanddeeperengagementfromhyper-personalization
13
Triggered email programmes
@SkipFidura| @dotMailer | #EmailMarketing

14. Behaviour-driven triggered emails:
website engagement
• Automaticallyfollow-upabandonedcarts
• Automaticallyfollow-upabandonedsign-upforms
• Automaticallyfollow-uponlinepurchasesandsignups
• Dynamicallycustomizeemailcontentbasedonpagesorproductsbrowsed,
itemsincarts,orformfieldscompleted
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Triggered email programmes
@SkipFidura| @dotMailer | #EmailMarketing

15. Proactively Reactive Marketing
15
1 2 3 4 5 60
Month
New User Advanced Tips and Tricks
Re -Purchase
Upgrade
Thank You
Purchase
@SkipFidura| @dotMailer | #EmailMarketing

16. @SkipFidura| @dotMailer | #EmailMarketing
Getting to Know You …
Slide: 16

17. Automated series of event
triggered emails to support
launch of anti-aging capsules
‘Strength Within’
Dove Spa triggered ‘reminder’ campaign
17
@SkipFidura| @dotMailer | #EmailMarketing

18. Triggered email series drives
reassurance through
testimonial and cross sell
through use of recommended
products
Dove Spa
18
@SkipFidura| @dotMailer | #EmailMarketing

19. Driving repeat purchase and
upsell
Dove Spa
19
@SkipFidura| @dotMailer | #EmailMarketing

20. Triggeredseries of
educational emails following
a web form submission.
Goal:To increase customer
spend and automate data
hygiene.
Ricoh
20
@SkipFidura| @dotMailer | #EmailMarketing

21. The series of weekly
triggered emails:
• Informative
• Relevant
• CTAto purchase
Ricoh
21
@SkipFidura| @dotMailer | #EmailMarketing

22. • Repeatable – The same action by your customer drives the
same communication from you
• Consistent – The campaign content does not change
frequently
• Optimized – The elements of the automated program have
been thoroughly tested and optimized
22
Ideal campaigns for automation
@SkipFidura| @dotMailer | #EmailMarketing

23. Barriers to Email Marketing
Automation?
@SkipFidura| @dotMailer | #EmailMarketing
23

24. Technology is Hard
24
@SkipFidura| @dotMailer | #EmailMarketing

25. It Shouldn’t Be
Slide: 25
@SkipFidura| @dotMailer | #EmailMarketing

26. 26
What is Email Marketing Automation?
• Datetriggered emailprogrammes – Lifecycle marketing
• Event triggeredemail programmes –LeadNurturing programmes
Butitis also …
@SkipFidura| @dotMailer | #EmailMarketing

27. 27
What is Email Marketing Automation?
• Datetriggered emailprogrammes– Lifecycle marketing
• Event triggeredemail programmes –LeadNurturing programmes
Butitis also …
• Personalization
@SkipFidura| @dotMailer | #EmailMarketing

28. It is NOTAlwaysAbout the Pretty Pictures
Dynamic
Content
Personalized
Content
• Personalized content puts
data from the database as
content in the email
• Dynamic content uses data
from the database to
determine which content
will go in the email
@SkipFidura| @dotMailer | #EmailMarketing

29. 29
What is Email Marketing Automation?
• Datetriggered emailprogrammes – Lifecycle marketing
• Event triggeredemail programmes –LeadNurturing programmes
Butitis also …
• Personalization
• Dynamic content
@SkipFidura| @dotMailer | #EmailMarketing

30. 30
eConsultancy Daily Pulse
@SkipFidura| @dotMailer | #EmailMarketing
• Dynamic email alertcontentbasedon up
to 10user preferences
• Logic-based email automation

31. 31
What is Email Marketing Automation?
• Datetriggered emailprogrammes – Lifecycle marketing
• Event triggeredemail programmes –LeadNurturing programmes
Butitis also …
• Personalization
• Dynamic content
• Scheduled campaigns
@SkipFidura| @dotMailer | #EmailMarketing

32. 32
Last Minute Scheduled Campaign
@SkipFidura| @dotMailer | #EmailMarketing

33. 33
What is Email Marketing Automation?
• Datetriggered emailprogrammes – Lifecycle marketing
• Event triggeredemail programmes –LeadNurturing programmes
Butitis also …
• Personalization
• Dynamic content
• Scheduled campaigns
• Remail
@SkipFidura| @dotMailer | #EmailMarketing

34. Analysis Paralysis
34
@SkipFidura| @dotMailer | #EmailMarketing

35. 1. Set your objectives
2. Identify your problems and opportunities
3. Plan your data strategy
4. Do your workflow planning
5. Get your content right
35
The 5 Key Success Factors
@SkipFidura| @dotMailer | #EmailMarketing

36. Think BIG
Start small
Scale quickly
36
The Biggest Success Factor
@SkipFidura| @dotMailer | #EmailMarketing

37. Conclusion
@SkipFidura| @dotMailer | #EmailMarketing
37

38. Allofthecampaigns thatallow you to“proactively react”to your customers:
• Repeatable, Consistent andOptimized Campaigns
• Anythingthatadds humanity throughscalablemultiple customerinteractions
• Campaigns linked tospecific dates orcustomeractions
Don’t let thetechnology scareyou (you arealready automating) anddon’t beafraid
to Think Big butStart Small andScale Quickly
38
What to Automate
@SkipFidura| @dotMailer | #EmailMarketing

39. Take away the tasks where you do not add value so you can focuson the
thingsthat do:
• Strategicplanning
• Contentcreation
• Creativeexecution
• Split testing
• Responseanalysis
39
Why Automate
@SkipFidura| @dotMailer | #EmailMarketing

40. Questions?
@SkipFidura| @dotMailer | #EmailMarketing
40

41. Thank You!
Presented by:
SkipFidura
ClientServicesDirector,dotMailer
Chairman,EmailMarketingCouncil,DMA(UK)
@SkipFidura|@dotMailer|#EmailMarketing