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FreshMail Email Marketing Day, London, May 2016

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Talk on Email Marketing Automation with FreshMail and how to maximise your ROI.

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FreshMail Email Marketing Day, London, May 2016

  1. 1. 1 Email Marketing Automation Simplified - Increase your ROI How can you easily and effectively utilise email marketing automation to your brand's advantage? Paul Jarczynski London, May 2016
  2. 2. The definition of personalization in email has grown far beyond simply using the recipient’s name in the subject line of the message. John, don’t miss out on this great offer! or Anna, download our latest White Paper This type of personalisation, whilst highly effective, simply cannot be used in more than 1 in 5 campaigns. 2
  3. 3. In 2016 it’s all about using every piece of information you have at hand about your subscribers to create the most highly personalized content possible. 3
  4. 4. “You take the blue pill - the story ends, you wake up in your bed and believe whatever you want to believe. You take the red pill - you stay in Wonderland and I show you how deep the rabbit-hole goes” 4 It is up to you as to how you embrace email automation. You can setup the basics or you can go all out, think out the box, put in a big effort and really reap the rewards.
  5. 5. 5 FreshMail integrates with a multitude of systems…
  6. 6. 6 FreshMail integrates with a multitude of systems… Google Analytics is the most commonly used tool to automate
  7. 7. 7 FreshMail integrates with a multitude of systems… But you can also use a variety of complex trackers and remarketing systems Google Analytics is the most commonly used tool to automate
  8. 8. 8 Who uses Google Analytics?
  9. 9. 9 6-18 months sometimes must elapse before the "lead" will be ready to go further down the sales funnel
  10. 10. With B2B and email marketing, the goal isn’t to make a sale by email but rather to keep the relationship moving forward, keep yourselves in their mind, and differentiate your product or service. You should be looking to draw your prospect further down the sales funnel… 10
  11. 11. 11 2-3 months in ecommerce sometimes must elapse before the "lead" will be ready to go further down the sales funnel
  12. 12. 12 Google Analytics
  13. 13. 13 Google Analytics Primarily displays quantitative data
  14. 14. 14 You need to pair this quantitative data from Google with your FreshMail account in order to reap the benefits
  15. 15. 15 FreshMail is able to use anonymous data, and with a careful bit of processing it ceases to be so anonymous
  16. 16. 16 You do need to bare in mind that when using a free GA account this data can take 24-72 hrs to appear
  17. 17. Place tracking codes on the page Prepare the text of the autoresponders FreshMail automatically sends autoresponders to people who viewed certain pages
  18. 18. Code One Code Six Code Three Code Two Code Four Code Five
  19. 19. Code One Code Three Code Two
  20. 20. Code Five Code One Code Two
  21. 21. 25 Google Analytics
  22. 22. 26 Pair your FreshMail (FM) account with your Goggle Analytics account (GA) Stage 3 is to send our newsletter to our customer base After clicking the link in the email the customer hits our website GA provides the information to FM about which goals were completed Now we jump into GA to set our goals With the help of FM you send the newsletter to the segment that completed the goal FM sends a predefined autoresponder 1. 2. 3. 4. 5.6.7.
  23. 23. 27 You can download a pdf file with a full set of easy to follow integration instructions from our website
  24. 24. 28 A well prepared base of subscribers ✓Operate on a single address list. ✓Have the personas defined by segments and additional fields ✓Complete the list with new entries and update any changes to subscriber status
  25. 25. 29 Persona or archetypes of our customers.
  26. 26. 30
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  30. 30. 34 P1 - Subscriber - Fresh P2 - Subscriber P3 - Free account P4 - Client
  31. 31. 35 P1 - Subscriber - Fresh P2 - Subscriber P3 - Free account P4 - Client
  32. 32. 36 P1 - Subscriber - Fresh P2 - Subscriber P3 - Free account P4 - Client
  33. 33. Email Persona 1 Persona 2 Persona 3 Persona 4 Name Other Other p@freshmail.com 0 0 0 1 Paul … … m@freshmail.com 0 0 1 0 Mike … … a@freshmail.com 1 0 0 0 Anna … … … … … … … … … A well-prepared base of subscribers. 37
  34. 34. Email Persona 1 Persona 2 Persona 3 Persona 4 Name Other Other p@freshmail.com 0 0 0 1 Paul … … m@freshmail.com 0 0 0 1 Mike … … a@freshmail.com 0 0 1 0 Anna … … … … … … … … … A well-prepared base of subscribers. 38
  35. 35. To easily update the database you can use our API: http://freshmail.com/developer-api/description-of-api/
  36. 36. 40 Price List Who is browsing this page?
  37. 37. 41 Price List - Potential Clients - Existing Clients
  38. 38. 42 Potential Clients • Newsletter Subscribers Only • If they are browsing prices maybe they are looking for a product / services • It is worth preparing a special time limited offer • Test Account
  39. 39. 43 Exisiting Clients • We know who our client is • If they are browsing prices maybe your competitors have been targeting them • It is worth reaching out to them and ensuring everything is okay
  40. 40. 44
  41. 41. 45 Here we can create new goals
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  45. 45. 49
  46. 46. 50 Potential Clients Existing Clients
  47. 47. 51 What do you think about users who land on your contact page?
  48. 48. 52 If these are subscribers and not clients that means you have a hot lead…
  49. 49. 53 If they are existing clients you have to listen carefully to what they have to say to you!
  50. 50. 54
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  52. 52. 57 If someone is browsing a lot of your product information and is not yet your client… it’s a hint for you that something is going on
  53. 53. 58 If someone is browsing a lot of your product information and is your client… it’s a hint for you that something is going on
  54. 54. What do you think about users who enter your help pages?
  55. 55. 60
  56. 56. /(.*)/somethingsomething/(.*)
  57. 57. 62
  58. 58. Some Christmas cheer that also has educational benefit…
  59. 59. /(.*)/*somethingsomething*/(.*)
  60. 60. 66
  61. 61. 67 On websites time spent by a user on individual pages and the site as a whole are key indicators of heavy interest… How do you identify the juiciest hanging fruit that are ripe and ready for picking?
  62. 62. 68
  63. 63. 69 Personally I recommend you set up the values twice as high as the average
  64. 64. 70 ✓You need to insure you are creating advanced, quality, rich in content newsletters. ✓Don’t be afraid to ask for your clients opinions, approach those you have a good relationship and make sure you’re providing emails they want to read and engage with!
  65. 65. These are only a few examples, the possibilities are unlimited… Don’t be afraid to experiment! Come and talk to us for further information & inspiration! 71
  66. 66. 72 Paul Jarczynski paul@freshmail.com +44 7549 390045 Thank you for your time :)

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