This session was presented at the LSA’s Localogy event in Seattle on November 9, 2018.

2. Proprietary & Confidential 20 18
Leading clients through
Mark eting Autom ation
LSA LOCALOGY
Jocelyn Hardy, Partnerships
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Agenda
The Autom ation Advantage
W hy Mailchim p?
Case Studies
Resources
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4. 018
Agenda
The Autom ation Advantage
W hy Mailchim p?
Case Studies
Resources
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5. 018
Agenda
The Autom ation Advantage
W hy Mailchim p?
Case Studies
Resources
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6. 018
Agenda
The Autom ation Advantage
W hy Mailchim p?
Case Studies
Resources
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7. 2018
The Autom ation
Advantage
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Mark eting Autom ation:
Right content, right person,
right place, right tim e.
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Reasons to believe
Saves tim e and m oney
Scales your m ark eting efforts
Im proves custom er experience
Increased engagem ent
.
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Investm ent in
m ark eting
autom ation
technology is
increasing.
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11. Top Marketing Objectives for 2018
Acquire new customers/members/subscribers/followers 45%
Increase engagement (opens, clicks, likes, comments) 39%
Increase overall brand awareness 35%
Retain existing customers/members/subscribers/followers 30%
Convert leads to customers/members/subscribers/followers 26%
Increase participation in my organization 20%
Deliver more content 18%
Re-engage inactive customers/members/subscribers/followers 17%
Automate more of my marketing activities 13%
Personalize marketing content and messaging 12%
Understand my customers/members/subscribers/followers better 11%
Other 2%
Q: Choose the top marketing objective(s) you plan to devote resources to in 2018. (Select up to 3.)
n=2,253

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Cost: Is there room in the budget for
autom ation?
Com plexity:Is this technology out of
reach?
Fam iliarity:Not sure exactly what
autom ation can accom plish?
Tim e: Is there tim e to learn?
Overcom ing
Autom ation
Myths
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13. 2018
W hy Mailchim p?
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Em ail m ark eting is a
crowded space.

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And even m ore
crowded in m ark eting
autom ation.

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At Mailchim p, our m ission has always been
to help sm all businesses grow by
dem ocratizing powerful m ark eting tools that
are often reserved for large enterprises.

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Autom ation
Categories
Tag-Triggered
Subscriber Activity
E-com m erce
Date-Based
API

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“The best place to start using
autom ation to increase the am ount of
m ark eting conversations is with people
who are already engaging with you.”
Tim W atson
Consultant, Mailchimp Partner

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Quality vs. Intent
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Getting More Out of
Mark eting Autom ation

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Pop-up Form s
Create mobile-friendly pop-up forms for
your website and watch your list grow.
On average, users see their list growth
rate increase by 50% after the
implementation of a pop -up form.
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Landing Pages
Grow your list and sell more stuff with
landing pages.
Highlight your best-selling products,
collect email addresses in exchange for
a free download, promote an ongoing
sale, and anything in between.
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Social Ad
Cam paigns
Facebook and Instagram Ad Campaigns
are a smart way to sell more stuff and
reach new audiences in just a few steps.
And with Mailchimp, you get a clear
picture of which ads generate revenue
and win new customers.
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Google Rem ark eting
Ads
Recapture sales with Google
remarketing ads. Reach people who
leave your website—wherever they go
online—and turn them into customers.
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Postcards
Send personalized postcards to your
audience all over the world.
● One Time Send Postcards
● Recurring Postcards
● Abandoned Cart Postcards
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30. One Time Send Postcards

31. Recurring Postcards

32. Abandoned Cart Postcards

33. 2018
Case Studies
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34. Automation with a Purpose
Partner Case Study
W hiteboard

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Craft a powerful,succinct story of
PLC’s purpose and m ission for first-
tim e prospects.
Im prove the m obile user experience
and optim ize it for conversions.
Im plem ent an autom ated em ail
welcom e series to onboard new
prospects and convert them into first-
tim e and recurring donors.
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Strategy

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80 0 % ROI
41% Increase in Subscribers,40 %
Open Rate,6% Click Rate
Raised funds were enough to assist
60 ,0 0 0 +refugees
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Results

41. How to use follow up emails to
encourage custom er reviews
Everly

42. Help people find
your clients
online
Publishing customer reviews can improve SEO
rankings because the content is unique and
regularly updated.
People often search for a product name along
with the word “reviews.”

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“W hen we launched on Kick starter in 20 13,we
thought our target m ark et was young m ale
m illennials lik e us, our pack aging should be stick
pack s lik e every other drink m ix,our prim ary
sales channel would be grocery stores,and our
m ark eting channel would be in-store dem os.”
Kyle McCollom
Co-founder & CEO, Everly
Mailchimp Customer

45. What they
learned from
reviews
Their real customer was an adult woman taking
control of her health and kicking soda, added
sugar, and artificial ingredients out of her life.
Everly rebranded to speak to that customer.

46. 2018
80 %
of reviews com e from
post-purchase follow-up
em ails
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Northwestern Study,
From Reviews to Revenue, How Star Ratings
and Review Content Influence Purchase

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Include a survey link in post-
purchase em ails.
Track ing
Custom er
Reviews
Turn on Conversations to k eep track
of feedback .
Offer incentives to m ak e giving
feedback m ore appealing.
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Publish reviews on your website
alongside products to build trust.
Getting m ore
out of reviews
Include reviews in your em ail
cam paigns to give a better idea of
what the product can do.
Post reviews on social m edia or
prom ote on a landing page.
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50. Building a multichannel
Autom ation strategy
Third Piece

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Ad Cam paigns

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Landing Page

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Autom ated
W elcom e Em ail

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Easily experim ent across m ultiple
channels with different audiences
and different content.
Extend your reach to custom ers
wherever they are.
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Track custom er behavior:ROI and
conversion analytics for every
channel.
Strategy
Tak eaways

56. 2018
Resources
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Mailchim p
for Agencies

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Partner
Program

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Partner Benefits
Education to help you better understand
the industry, the Mailchimp product, and
marketing strategies.
New opportunities to grow your business
through exposure to Mailchimp
customers and inclusion in co -marketing
initiatives.
Access to unique support, insights, and
features from various teams across the
company.
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61. Proprietary & Confidential 20 18
Partner Newsletter
Product Release Notes
Product Roadm ap Insights
W ebinars
Directory Listing
Co-m ark eting opportunities
Opportunity to be a Mailchim p
Meetup Host
Partner Lab
Conferences/Office Hours
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Partner
Program

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“Early access to the roadm ap
gives us tim e to plan ahead what
will work best for our clients. W e
can get them prepared to start
using these tools as soon as
they’re available.”
Kelly Vaughn, owner of The Taproom
Agency
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m ailchim p.com /partners
partnerships@m ailchim p.comQuestions?
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64. 2018 64
Thank you.