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Optify's marketing automation best practices autoresponders

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Autoresponders are an integral part of every online marketing program. Their goal is to increase engagement and automate lead processing and qualification to help companies scale and optimize their …

Autoresponders are an integral part of every online marketing program. Their goal is to increase engagement and automate lead processing and qualification to help companies scale and optimize their lead generation and lead nurturing campaigns. But do companies really follow the best practices for autoresponders?

Optify study was set to examine the best practices of autoresponders and the way companies follow them. In this presentation we cover the key findings from the study, the best practices for using autoresponders and a short demonstration of how to do that using Optify.

Read more and watch the recorded webinar here http://www.optify.net/?p=42019


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  • 1. MARKETING  AUTOMATION  BEST  PRACTICES:     2013  AUTORESPONDERS    STUDY  ©  2013  Op)fy,  Inc.  All  rights  reserved.   1  
  • 2. ABOUT  OPTIFY  Optify delivers a simple digital marketing software suite for agencies. Ourcomplete cloud-based software eliminates the need for standalone tools andempowers agency marketers to easily create and manage demandgeneration programs across multiple websites, nurture prospects, prioritizethe best performing programs and streamline reporting of client results - allfrom one login. Optify, Inc 710 2nd Ave, Suite 840 Seattle, WA 98104 1 (206) 388-4234 (phone) 1 (877) 2-OPTIFY (toll-free) 1 (206) 787-1410 (fax) Sales: sales@optify.net Help: support@optify.net Other Inquiries: info@optify.netPage  2   2013  Autoresponders  Study  |  @op)fy  
  • 3. Agenda   •  Op)fy’s  2013  Autoresponders  Study   §  Form   §  Thank  You  page   §  Email   §  Cadence   •  Best  prac)ces  for  building  a  simple  Autoresponders  campaign   •  Key  takeaways   •  Q&A  Page  3   2013  Autoresponders  Study  |  @op)fy  
  • 4. Speakers  Doug Wheeler, CMO, Optify Doug Wheeler, CMO of Optify is a 25-year marketing veteran with deep experience in B2B sales and marketing. Doug brings over 25 years of creating winning go-to-market strategies that have successfully propelled companies from initial startups to industry leaders, including electronic signature stalwart DocuSign. Follow Doug on Twitter - @dougawheelerZach Okun, Director of Product Management, Optify Zach is responsible for enforcing Optifys simple mantra - Simple, Insightful, and Actionable‘, and thinks that marketers deserve better tools to deal with rapidly changing technological landscape. Prior to Optify, Zach was a product manager at Amazon Web Services. Follow Zach on Twitter - @z_okunPage  4   2013  Autoresponders  Study  |  @op)fy  
  • 5. Autoresponders  Study    We examined the best practices for each of these elements and how they are being followed by online marketers.Page  5   2013  Autoresponders  Study  |  @op)fy  
  • 6. Methodology  Page  6   2013  Autoresponders  Study  |  @op)fy  
  • 7. Findings  -­‐  Form   Companies use an average of 7 fields on their forms. The vast majority (61%) had 4-7 fields. Companies have an average of 5 required fields on their forms, which means that on average, forms include 2 fields that are not required. Those fields could be deleted to make the forms shorter. 35% of companies include no optional fields while only 43% include two or more optional fields. The most common not required field is “Comments” (open text field).”Page  7   2013  Autoresponders  Study  |  @op)fy  
  • 8. Findings    -­‐  Thank  You  Page   91% of the companies observed displayed a Thank You Page stating the form was received. Only 18% of the companies that showed a Thank You Page displayed a call-to-action immediately upon form submission. Taking into account all companies with an online form, only 15% leveraged the form submission to surface relevant content and try to entice additional engagement.Page  8   2013  Autoresponders  Study  |  @op)fy  
  • 9. Findings  -­‐  Email   64% of follow up emails used personalization in their email, but only 58% of the immediate (within 15 minutes of form submission) autoresponse emails were personalized to the individual who filled out the form. Only 18 % of the immediate (less than 15 minutes) autoresponse emails provided an unsubscribe option. While those could be considered as transactional and don’t require an unsubscribe option, the best practice would be to include the unsubscribe option in these emails.Page  9   2013  Autoresponders  Study  |  @op)fy  
  • 10. Findings  -­‐  Email   47% of the autoresponse emails included a call-to-action. From the emails that did include a call-to-action, 51% included just one unique call-to-action and only 55% had the call-to-action above the fold (visible in the preview pane).Page  10   2013  Autoresponders  Study  |  @op)fy  
  • 11. Findings  -­‐  Cadence   78% of companies that utilized autoresponders sent the first autoresponse email within 1 hour. 70% sent it within less than 15 minutes. The average response time for the companies that responded within an hour was 3 minutes and 4 seconds.Page  11   2013  Autoresponders  Study  |  @op)fy  
  • 12. Findings  -­‐  Cadence   29% of the companies that utilized autoresponders sent more than one email within one week. The average amount of emails sent by these companies in the first week was 2.54. 66% of the companies that sent multiple emails, sent the second email within 24 hours of the first email. The average time between the first and second email was 1 day, 6 hours and 33 minutes.Page  12   2013  Autoresponders  Study  |  @op)fy  
  • 13. Whitepaper  download     Email  1:  Thank  You  email   •  CTA:  Download  content   Email  2:  Autoresponders  playbook   •  CTA:  Download  content   Email  3:  Autoresponders  study   •  CTA:  Download  content   Email  4:  5  reasons  to  try  Op)fy’s   Autoresponders   •  Take  the  demo  Page  13   2013  Autoresponders  Study  |  @op)fy  
  • 14. Crea)ng  your  landing  page   Landing  Page  Templates   WYSIWYG  Editor  Page  14   2013  Autoresponders  Study  |  @op)fy  
  • 15. Crea)ng  the  form   6  fields  (only  necessary  fields)   Only   required   fields   Set  the   thank  you   page  and   confirma)on    Page  15   2013  Autoresponders  Study  |  @op)fy  
  • 16. Thank  You  page   Branded,  aligned   Primary  Call-­‐to-­‐ Ac)on   Relevancy  Page  16   2013  Autoresponders  Study  |  @op)fy  
  • 17. Immediate  email   Branded,  aligned   Personalized   Relevancy   Call-­‐to-­‐ac)on   Branded  “From”   Personalized   Unsubscribe  Page  17   2013  Autoresponders  Study  |  @op)fy  
  • 18. Schedule  the  follow  up   Personalized  the  “From  Line”   Name  your  email  Schedule  the  response   Relevant  subject  line   Exclude  irrelevant  audience   Page  18   2013  Autoresponders  Study  |  @op)fy  
  • 19. Create  the  flow   Set  the  cadence  ()ming)   Set  the  cadence  (frequency)  Page  19   2013  Autoresponders  Study  |  @op)fy  
  • 20. Track,  Measure,  Refine   Posi)on  in  the  flow   Engagement   List  quality   Cadence  &   Resonance     Alignment   Email   engagement:   alignment   &  interest   Subject  line,   relevancy,   personaliza)on,   message   alignment  Page  20   2013  Autoresponders  Study  |  @op)fy  
  • 21. Key  Takeaways   •  Immediacy     •  Relevancy  as  a  way  to  increase  engagement   •  Provide  value  in  every  interac)on   •  Test  cadence  to  know  when  and  how  much  to  push   •  Always  Be  Tes)ng  Page  21   2013  Autoresponders  Study  |  @op)fy  
  • 22. Addi)onal  Resources   •  Autoresponders  study  –   hlp://bit.ly/autoresponders-­‐study         •  Autoresponders  infographic  –     hlp://www.op)fy.net/?p=41649     •  Op)fy  Demo  –   hlp://www.op)fy.net/demo   •  Free  trial  –   hlp://www.op)fy.net/sign-­‐up      Page  22   2013  Autoresponders  Study  |  @op)fy  

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