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1 1
Taking the first steps with Email
Marketing Automation
Dr Dave Chaffey. SmartInsights.com
10 Steps to get started
2 2
About Dave Chaffey
Co-founder and Editor of SmartInsights.com - a marketing advice
community with > 1 million unique v...
3 3
Agenda – Helping you step up the ladder
Download as a Smart Insights Basic member
4 4
How sophisticated is your
use of Email marketing automation?
GetResponse - Smart Insights
State of Email marketing rep...
5 5
How this links to performance
GetResponse - Smart Insights
State of Email marketing report
6 6
Q. Are you using the full range of
email options?
GetResponse - Smart Insights
State of Email marketing report
7 7
: eCircle / Teradata case study
Email contact strategy - BEFORE
8 8
Email contact strategy - AFTER
: eCircle / Teradata case study
9 9
Kath Pay, Consultant:
Holistic Email Marketing
10 10
STEP #1 SIMPLE WELCOME with OVP
11 11
How relevant are your emails?
12 12
STEP #2 MULTISTEP WELCOME
Source: Chad White: Email Marketing Rules
13 13
Multistep example
Source: Chad White: Email Marketing Rules
 1st welcome: Get shopping credit! Invite your pals to ...
14 14
STEP #3 TEMPLATED
TARGETED WELCOME
Open rate Clickthrough rate
Before 20.0% 1.9%
After 18.9 – 27.4% 7.5% -
20.6%
15 15
STEP #4 DYNAMIC CONTENT
TARGETED WELCOME
Tip: Use tags to trigger insertion as shown
16 16
STEP #5 NURTURE USING RULES
17 17
STEP #6 AND LEAD SCORE….
18 18
Lead scoring example
19 19
Step #7 Add Profile fit to Interest or Intent
20 20
Demographic dynamic content
21 21
Demographic dynamic content
22 22
Add Lead grading
23 23
STEP #8 INTEGRATE
WEB ‘SENSE & RESPOND’
24 24
Email 1: 45% Open
8.4% CTR
Email 2: 38%
Open 3.5% CTR
Intent follow-up – click on Category
25 25
STEP #9 RE-ENGAGE
AND RE-ACTIVATE
26 26
STEP #10 ASSESS and GROW ACTIVITY
AND VALUE VIA ANALYTICS
These “hurdle rates” are for whole list. Repeat:
 By segm...
27 27
The RS Newsletter
Hero banner
Customised content: (Customer Profile)
• EDE (Electronic Design Engineers)
• Non-EDE (...
28 28
See how your business compares
http://www.smartinsights.com/howgood
29 29
See how your business compares
http://www.smartinsights.com/howgood
30 30
Let’s Connect – Questions & discussion welcome!
https://www.linkedin.com/in/davechaffey
Free interactive tool – revi...
31 31
Q&A
32 32
Want more inspiration?
 Getresponse.tv/webinars/
 Blog.getresponse.com
 https://twitter.com/getresponse
GetRespon...
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Taking your first steps with Email Marketing Automation - Dr Dave Chaffey - GetResponse - Smart Insights

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Dr Dave Chaffey from Smart Insights teamed up with GetResponse for this webinar to talk about marketing automation. In his presentation he guides you through the 10 steps you need to take, to get started with automation in your own campaigns.

You can find out more about this webinar and everything else on marketing automation in the GetResponse Marketing Automation Hub - https://blog.getresponse.com/marketing-automation-hub

Published in: Business
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Taking your first steps with Email Marketing Automation - Dr Dave Chaffey - GetResponse - Smart Insights

  1. 1. 1 1 Taking the first steps with Email Marketing Automation Dr Dave Chaffey. SmartInsights.com 10 Steps to get started
  2. 2. 2 2 About Dave Chaffey Co-founder and Editor of SmartInsights.com - a marketing advice community with > 1 million unique visitors each quarter. Expert members in over 80 countries use our planning guides, templates and online courses to Plan, Manage and Optimise their digital marketing. We also offer consulting and training for members. Download our free tools guide for Basic members: Specialist Digital Marketing consultant, trainer and author since ‘97.
  3. 3. 3 3 Agenda – Helping you step up the ladder Download as a Smart Insights Basic member
  4. 4. 4 4 How sophisticated is your use of Email marketing automation? GetResponse - Smart Insights State of Email marketing report
  5. 5. 5 5 How this links to performance GetResponse - Smart Insights State of Email marketing report
  6. 6. 6 6 Q. Are you using the full range of email options? GetResponse - Smart Insights State of Email marketing report
  7. 7. 7 7 : eCircle / Teradata case study Email contact strategy - BEFORE
  8. 8. 8 8 Email contact strategy - AFTER : eCircle / Teradata case study
  9. 9. 9 9 Kath Pay, Consultant: Holistic Email Marketing
  10. 10. 10 10 STEP #1 SIMPLE WELCOME with OVP
  11. 11. 11 11 How relevant are your emails?
  12. 12. 12 12 STEP #2 MULTISTEP WELCOME Source: Chad White: Email Marketing Rules
  13. 13. 13 13 Multistep example Source: Chad White: Email Marketing Rules  1st welcome: Get shopping credit! Invite your pals to join zulily too  2nd welcome: Go ahead ... play favorites  3rd welcome: Anytime. Anywhere. Take zulily with you.  4th welcome: Calling all social butterflies  5th welcome: Smart shopping is your superpower “With the vast majority of marketers still sending a single welcome email, Zulily is well ahead of the curve with this five- email welcome series that seeks a closer relationship with new subscribers by asking for referrals, asking about their favorite brands, and promoting their mobile app and social presence.” Andrea Smith, Design Lead, Content Marketing & Research
  14. 14. 14 14 STEP #3 TEMPLATED TARGETED WELCOME Open rate Clickthrough rate Before 20.0% 1.9% After 18.9 – 27.4% 7.5% - 20.6%
  15. 15. 15 15 STEP #4 DYNAMIC CONTENT TARGETED WELCOME Tip: Use tags to trigger insertion as shown
  16. 16. 16 16 STEP #5 NURTURE USING RULES
  17. 17. 17 17 STEP #6 AND LEAD SCORE….
  18. 18. 18 18 Lead scoring example
  19. 19. 19 19 Step #7 Add Profile fit to Interest or Intent
  20. 20. 20 20 Demographic dynamic content
  21. 21. 21 21 Demographic dynamic content
  22. 22. 22 22 Add Lead grading
  23. 23. 23 23 STEP #8 INTEGRATE WEB ‘SENSE & RESPOND’
  24. 24. 24 24 Email 1: 45% Open 8.4% CTR Email 2: 38% Open 3.5% CTR Intent follow-up – click on Category
  25. 25. 25 25 STEP #9 RE-ENGAGE AND RE-ACTIVATE
  26. 26. 26 26 STEP #10 ASSESS and GROW ACTIVITY AND VALUE VIA ANALYTICS These “hurdle rates” are for whole list. Repeat:  By segment, i.e. demographics  By product categories purchased Measure Period Number of Subscribers % of list total Never Open All time 48,000 16.0% Last 6 Months 168,000 56.0% Never Click All time 96,000 32.0% Last 6 Months 144,000 48.0% Never Bought All time 48,000 16.0% Last 6 Months 192,000 64.0% Never Bought Online All time 96,000 32.0% Last 6 Months 216,000 72.0%
  27. 27. 27 27 The RS Newsletter Hero banner Customised content: (Customer Profile) • EDE (Electronic Design Engineers) • Non-EDE (Electronic Design Engineers) • Promo Excluded (Key and Corporates) CLC Module Customised content: (Customer Lifecycle) • Nursery • Development • Acquisition BEH Module Customised content: (Behavioural data) • Abandoned Baskets • Browsed Not Bought • Propensity to Buy (A recommendations model) • Top Sellers Local Module Product modules can vary in number and format. Maximum of 8 modules per email. Product Modules Optional modules for any local activity/information.
  28. 28. 28 28 See how your business compares http://www.smartinsights.com/howgood
  29. 29. 29 29 See how your business compares http://www.smartinsights.com/howgood
  30. 30. 30 30 Let’s Connect – Questions & discussion welcome! https://www.linkedin.com/in/davechaffey Free interactive tool – review your digital capabilities http://www.smartinsights.com/howgood/
  31. 31. 31 31 Q&A
  32. 32. 32 32 Want more inspiration?  Getresponse.tv/webinars/  Blog.getresponse.com  https://twitter.com/getresponse GetResponse - Smart Insights State of Email marketing report

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