DO YOU KNOW THE IMPACT OF USING AUTOMATION WITH YOUR EMAIL CAMPAIGNS? Digital marketers know that email is still one of the best ways to nurture leads and develop relationships with customers. Here are some figures to think about: "85% of marketers cite email as the most effective lead-generation tactic. In turn, businesses that use marketing automation to nurture prospects experience up to 451% increase in qualified leads." Watch our Webcast to learn the best ways to execute automated email campaigns from the marketing automation experts at Vbout.com. The right tools and tactics will help you amplify your lead generation and grow your business.

1. title
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Successful
Email Automation
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3. Table of Contents
3
1. Intro Slide 4
What is Email Automation?
2. Basics Slides 17
Why should you use email automation?
3. Getting Started Slide 21
How Does Email Automation Work?
4. Optimizing Slide 37
How to use A/B Testing and Analytics
5. Tactics to Try Slide 42
Great examples
6. Useful Tools Slide 47
Marketing Automation and Email tools

4. History of Email 4
When was the first email sent?
• In 1971 by Raymond Tomlinson
who was working on ARPANET,
the US government precursor
to publicly available Internet.

5. History of Email 5
• It was a test email that only
contained “QWERTYUIOP.”
• In 1978, the first unsolicited
mass advertising was sent.
• Today, we call this spam. So,
it took marketers 7 years
from the first email to invent
spam.

6. History of Email 6
• In 1982, the word email was
first used and the first emoji
was invented. :)
• In 1989, AOL’s iconic voice
recording of “You’ve Got
Mail,” was heard.
• In the 1990’s the popularity
of email rose and marketers
began to send more
correspondence to
consumers.

7. Marketing Automation Stats 7
• Email automation is part of
a group of marketing
technology tools called
marketing automation.
• It is available in these
platforms, but sometimes
also as a stand alone tool.
• Here are some interesting
facts about marketing
automation in general.

8. Marketing Automation Stats 8
• 60% of companies making $500m
are using marketing automation.
• Industries with highest
marketing automation use:
• Software/Internet
• Telecom
• Computers/Electronics
• Health and Pharmaceuticals

9. Marketing Automation Stats 9
• 85% of B2B marketers are not using
marketing automation to its full
potential.
• In addition, only 8% of companies
surveyed were using marketing
automation for existing customers.
• There are untapped opportunities.85% of B2B marketers are not using marketing automation to its full potential.

10. What is Email Automation?
10
• Email automation is one of the most
efficient and effective ways to
engage subscribers in digital
marketing.
• They are also called drip campaigns
because the communications are
released “drop by drop” to develop
the full relationship over time.

11. What is Email Automation?
11
• Timed, relevant email is one of the
best ways to nurture relationships
with subscribers.
• Gives marketers the capability to
schedule emails and ensure precise
delivery times.
• Provides the data needed for
customized, personalized messages
to different types of leads.

12. What is Email Automation?
12
• Personalized, timed emails involve
two features called lead nurturing
and lead scoring.
• Nurturing is how and what you
communicate to your leads.
• Scoring can be set against many
factors you choose to determine
how valuable they are to your
sales team.

13. Trend: Predictive Automation 13
• Predictive intelligence is
revolutionizing B2B marketing
and sales.
• Also called predictive analytics,
predictive recommendations and
predictive marketing.
• These are all essentially the
same tools and tactics.

14. Trend: Predictive Automation 14
• Predictive intelligence is
a process of data
collection and testing
that predicts the
probability of an
outcome using
algorithms.
• Marketers use it to
predict customer
behavior.

15. Trend: Predictive Automation 15
• First they take data from every
customer action and build a customer
profile preference file.
• With enough data on the outcomes of
every customer journey, marketer’s can
begin to predict how certain leads will
behave.
• This enables marketers to deliver more
relevant communications to each
subscriber based on the algorithms.

16. Trend: Predictive Automation 16
• Predictive automation combined with marketing automation
enhances customer relationships and loyalty.
• Marketers use it to tailor emails precisely to the interests and needs
of their customers and subscribers.

17. E-commerce Complex Biz Onboarding Personalized Growth Funnels
• Cart abandonment
• Upsell
• Upcoming product
• Feedback email
• Long sales cycle
• Content rich
education
• Multi-channel
marketing
• Training emails
• Post signup
emails
• Event workflow
• Birthday Triggers
• Suggestions and
recommendations
• Prospecting
outreach
• Hack followups
Who Should Use Email Automation? 17
Email Automation should be used by all business: B2B, B2C, small, medium and large.
• End of trial conversion up 10%
• 3 sets of expired email
automation converted by 2%
Source: groovehq.com
• Remarketing within 12 hours shows best return
• 26% among those who were remarketed converted 8%.
• Emails within 1hr generates 105% more revenue then
after 24hr
Source: Selligent.com
• End of trial conversion up 10%
• 3 sets of expired email automation converted by 2%
Source: groovehq.com

18. Top 7 Benefits of Email Automation 18
1. Companies that excel at drip
marketing campaigns lower their
lead generation costs by 33%.
2. Event triggered automated emails
can save 80% of a direct mail
budget.

19. Top 7 Benefits of Email Automation 19
3. Enables marketers to spend
more time crafting engaging
messages to reach their
customers.
4. Increases sales pipeline by 80%.
5. Better segmentation and
messaging to customer groups.
Can segment by gender, age,
location, etc.

20. Top 7 Benefits of Email Automation 20
6. Personalized, regular emails
increase customer loyalty and
repeat purchases.
7. Provides analytics to improve
your emails and meet your
goals. You choose the metrics to
measure for KPIs such as: open
rates, click through rates (CTR)
and conversions.

21. How Does Email Automation Work? 21
• Main controls are: triggers, filters
and actions. You set up how it will
execute.
• Different lists can get a different
series of emails tailored to their
needs.
• You can set it up so that for every
action taken, an appropriate
automated email will follow.
• This allows greater personlization.

22. 22
How to Setup Drip Campaigns?
Setting up drip campaigns in a
marketing automation platform
is simple.
First, determine what triggers
to use.

23. 23
How to Setup Drip Campaigns?
• Here are 5 of the most popular trigger
uses:
1. Awareness / Educational
2. Blog Subscribers
3. New Customer/ Welcome Email
4. Lead Nurturing
5. Re-Engagement
In the next slides, we’ll explain how
each of these is a trigger.

24. Awareness / Educational Trigger
24
1.Awareness / Educational
• Choose a subject for which
you have produced content, for
example email automation.
• Main subjects could include:
why email automation is
important, how to automate
email, and how to create a drip
campaign.

25. Awareness / Educational Triggers
25
• Organize the content you are
offering, such as: blogs, eBooks,
webinars, whitepapers, etc.
• When a subscriber downloads or
clicks on the link for this
content, a follow up email is
triggered to go out to the
subscriber offering additional
related content.

26. Blog Subscriber Triggers
26
2. Blog Subscriber
• When a new subscriber signs
up to receive your blog, they
should receive a welcome
email.
• In the welcome email, thank
them for subscribing and
highlight the great things they
can expect from your blog.

27. Blog Subscriber Triggers
27
• Review the subscription
settings and allow them to
make changes.
• If they are not customers,
occasionally email them with
updates on your product.
• Relate your products to their
pain points, and offer free
trials.

28. Blog Subscriber Triggers
28
Promote your top performing blogs
through email by:
• Sending emails to subscribers at
the optimum times: M-F ~10 am.
• Also research and test the best
times for your followers.
• Sending emails to launch new
posts.
• Sending email newsletters.

29. New Customer Triggers
29
3. New Customer
• The first email to a new customer
should be a simple welcome email
that gets them excited to use your
product.
• If the new customer has opted for
a free trial, or a free package,
offer incentives to opt-in to a
paying package.

30. New Customer Triggers
30
• Highlight certain features with an
email of tips and handy “how to’s.”
• Explain how certain items will solve
their challenges.
• Personalize further by checking their
engagement with features during a
30-day free trial.
• Offer tips or help with less used
items or favorites, and mention
capabilities with paid packages.

31. New Customer Triggers
31
• Setup a series for when contacts
become paid subscribers, when a
new product or service is
announced, etc.
• Make sure the content is not all
self-promoting or self serving.
• Have you heard of the 4-1-1 rule?

32. New Customers Triggers
32
• Popularized by the Content
Marketing Institute for tweets, but
good for email marketing.
• States: For every 1 self-serving
tweet, you should re-tweet 1
relevant tweet and share 4 pieces of
relevant content written by others.
• You don’t have to follow this
perfectly, but here’s how we might: 0 2 4 6 8 10 12 14
“soft promotion
Educational infographic
Education video
“hard promotion”

33. Lead Nurturing Triggers
33
4. Lead Nurturing
• When a lead downloads your
content, such as an eBook or
whitepaper, it’s a sign they
may be interested in more.
• Set up a series of triggers to
help them to the next stages of
the funnel.

34. Lead Nurturing Triggers
34
• Send subscriber middle of the
funnel content.
• This is when the lead is aware of
your product and brand, has a
need and is maybe evaluating
when / if to buy.
• Content is less educational and
more focused on comparing your
brand to others, or reasons to sign
up now.

35. Re-Engagement Triggers
35
5. Re-Engagement
• This wakes up inactive contacts.
• When people sign up for your
content or service and no other
action is taken, you’ll have to
understand why and re-engage
with them.

36. Re-Engagement Triggers
36
• Setup a trigger to engage with the
contact after xx amount of days of
inactivity.
• Introduce an “exclusive offer” to
entice them or a discount for a
service/product.

37. Optimizing Email with A/B Testing 37
You can test different
variations of an email
campaign to determine
what your subscribers
like best.
This is done with A/B
testing which is
available with most
marketing automation
platforms.

38. Optimizing Email with A/B Testing 38
With A/B testing you can test:
• Subject lines
• Content
• CTA
• Offers
• Headlines
Accurate A/B testing can increase
engagement by understanding
what tactics are working with
your audience.

39. Optimizing Email with A/B Testing 39
Make a list of the variables you
want to test.
Be clear and realistic on the
results you’re expecting.
Determine your KPIs.
Make sure you have a large
enough sample size and that you
have reached 95% or higher
response rate to accurately
determine a winner in your test.

40. 40
Analytics & Metrics
It is always important to
check your results after
each campaign.
Vbout has an analytics
section to help marketers
monitor the results of each
marketing campaign.

41. 41
Analytics & Metrics
• Tracking results will
enable marketer’s to
determine the next
course of action.
• You can track things like:
open rate, sequence
progress, engagement,
clicks and much more

42. • Every week, InVision sends their
best blog content, favorite design
links and a chance to win a free t-
shirt. (seriously!)
• Sometimes they have fun survey
questions they use to create new
content as well.
• It’s a great mix and is balanced with
text and great design.
Our Favorite: InVision 42

43. • It’s really easy to read, and
mobile-friendly.
• Since they are an app used by
designers, this speaks perfectly
to their target audience.
• The importance of being mobile
friendly in general cannot be
understated.
• Gold stars everywhere! And
we’re just a big fan of this app
in general.
Our Favorite: InVision 43

44. Trends: GIFs 44
• GIFs are becoming very popular in
emails! Like in this successful
campaign from Postmates.
• It’s delightful, and makes you crave
some delicious Chipotle.
• You can use animated GIFs in your
marketing to show a fun header, to
draw people's eye to a certain part of
the email, or to display your products
and services in action.

45. • We love to use this site when
we need some inspiration on
great copy for an email.
• It let’s you look up emails by
topic and gives you great
examples of companies who
have done well.
Good Copy Examples 45

46. • Don’t copy them word for word,
but it’s useful to get a sense of
different tones and ways of
presenting an idea you can
have.
Good Copy Examples 46

47. Email Automation Tools 47
Here are a few companies that
offer email automation tools as
part of their overall platform:
1. Hubspot
2. Getdrip
3. Autopilot
4. ActiveCampaigns
5. Mailchimp
6. Vbout! (hey, that’s us) 

48. Conclusion 48
• Always start with a good plan.
• Do your research on Marketing
Automation Tools.
• Identify the tools you need today
and what you may need tomorrow.
• Work with your team to develop a
strong content strategy.
• Implement the tracking tools and
metrics so you know what is
working effectively.

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