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Similar to Engage, Don't Enrage your Customers with Email Automation
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Engage, Don't Enrage your Customers with Email Automation
- 1. Engage, Don’t Enrage Your Customers – with email automation Presented by Kaitlyn Kelley @writerengineer
- 2. Why should I care about marketing emails and automation? • Email has an average ROI of $38 for each $1 spent. (DMA National Client Email Report 2015) • One in five companies report an ROI of > 70:1 (DMA National Client Email Report 2015) Source: Email Monday, “The Ultimate Marketing Automation statistics overview“, http://www.emailmonday.com/marketing-automation-statistics-overview
- 3. What are the different types of emails? Active Campaign Transactional All email examples courtesy of REI.
- 4. What’s the difference? Active Campaign • Time-based • Short campaign • Not personalized • Someone spent hours designing this email (not automated) Transactional • Trigger-based • Always running in response to trigger • Contains personalized data • Automated Often sent by marketing Often sent by IT
- 5. Which should I focus on? Active Campaign Transactional Transactional emails have 8x more opens and clicks than any other type of email, and can generate 6x more revenue. – Experian B2C marketers who leverage automation have seen conversion rates as high as 50%. – eMarketer Automated email messages average 70.5% higher open rates and 152% higher click-through rates than “business as usual” marketing messages. – Epsilon Email Institute Companies who send automated emails are 133% more likely to send relevant messages that correspond with a customer’s purchase cycle. – Lenskold and Pedowitz Groups
- 6. Why are transactional (automated) emails so successful? • Personalized email messages improve click-through rates by an average of 14% and conversions by 10%. – Aberdeen • Personalized emails deliver 6x higher transaction rates. – Experian • Segmented and targeted emails generate 58% of all revenue. – DMA • Marketers have noted a 760% increase in revenue from segmented campaigns. –Campaign Monitor
- 7. Which would you open? Active Campaign Transactional All email examples courtesy of REI.
- 9. Are these emails segmented? All email examples courtesy of REI.
- 10. Are these emails segmented? All email examples courtesy of REI.
- 11. Which would you open? Active Campaign Transactional All email examples courtesy of REI.
- 12. How do you send automated emails to segments? Triggers (1) Time (2) Purchase (3) Action
- 13. Time Trigger Example All email examples courtesy of REI.
- 14. Purchase Trigger Example All email examples courtesy of REI.
- 16. Triggers & segments can have increasing complexity • If person is located in Seattle – AND is interested in Camp & Hike – AND has purchased within 2 months List of 10 best hikes and backpacks in the Pacific Northwest OR List of best hiking gear for the Pacific Northwest OR…
- 17. How do you set up triggers? Developers Zapier + Campaign Monitor
- 18. Triggers with Zapier Zapier is a service that connects one software to another. Zaps typically cost about $1 for each set-up.
- 19. Why send to Campaign Monitor? Custom Fields + Segmentation
- 20. Why send to Campaign Monitor? Automations for entering and leaving segments Image from Campaign Monitor
- 21. Why send to Campaign Monitor? Image from Campaign Monitor
- 22. Example Set-ups Customer makes a purchase Campaign Monitor sends thank you Campaign Monitor sends “are you enjoying your new product?’ 2 days
- 23. Example Set-ups Customer logs in Campaign Monitor sends “welcome back” Campaign Monitor sends “why don’t you check out our new offerings?” Customer logs in again Customer does not log in Campaign Monitor sends “didn’t find what you were looking for?” 5 days
- 24. Operational Advantages • Add marketing messages to transactional emails • See effectiveness of transactional emails with metrics like open rate and click-rate • Iterate different transactional messages to improve metrics • Set it up once (test it) and then iterate on the content alone
- 25. DEMO • Add people who contact you via Gmail to a list in Campaign Monitor • Send an automated message saying that your email address has changed.
- 26. Conclusions Transactional emails are a potentially valuable route to converting customers. Automated emails can be personalized with segmentation (which makes them more effective) Tools like Zapier and Campaign Monitor allow marketing to optimize these emails for conversions by tracking their effectiveness.