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- 1. Intro to marketing automation – the importance of the database Mark Patron 12th May 2014
- 2. 2 Agenda • What is marketing automation? • Marketing automation applications • Case studies
- 3. 3 Evolution of marketing automation Database Marketing Target best customers RFM data Direct mail CRM Direct mail targeting Lifestyle data Phone Digital Marketing Multichannel campaign management Transactional data Search Email ROI 1980’s 1990’s 2000’s 2010’s Marketing Automation Personalisation Event triggered Behavioural Data Mobile Social
- 4. 4 Why B2C marketing automation is growing As number of campaigns overtake available marketing dept. resources marketing automation and campaign management become necessary
- 5. 5 Evolution of email marketing Starting Out Optimisation Marketing Automation Win by Volume Content Data Key Metrics List Size Send Volume Opens Clicks Conversions Engaged Subscribers Churn Key Activities Build list Send frequently Content Subject Lines Contact Strategy RFM Analysis Market Basket Analysis ESP selection Cost Deliverability Reporting Integration Segmentation Automation Segmentation None Basic Email - based Advanced Purchase history Web history Automation None Subscriber Welcome Series Abandon Cart Post Purchase Welcome Win Back Campaigns Cross Merchandising Reviews Source: Nathan Decker Evo.com at eTail West
- 6. 6 What do we mean by marketing automation? • Email marketing • Web analytics • Multi-channel • CRM integration • Landing pages • Campaign management • Reporting = Marketing automation
- 7. 7 Database is central to marketing automation Website Behaviour Email Engagement Database INPUTS OUTPUTS Email Mobile Social Call Centre Single customer view enables relevant marketing communications
- 8. 8 Behavioural Database - our USP OUTPUTSINPUTS TRANSACTIONAL Sales, Registrations DEMOGRAPHIC Gender, Age, Family EMAIL ENGAGEMENT Sent, Bounce, Open, Click BEHAVIOURAL Pages & Products Viewed CAMPAIGN Search phrase, Source site EMAIL WEBSITE SMS SOCIAL MEDIA CALL CENTRE PROCESSING Single customer view database RedEye database containing Big Data
- 9. 9 More accurate data = better targeting Competitors • Jane Taylor opened the email and clicked on link 214/A RedEye • Jane Taylor opened the email and clicked on link 214/A • She first went to the website 4 months ago and 5 visits later registered. • She has visited 3 pages on product XYZ and 2 pages on product ABC using her tablet, smartphone and a shared PC • 2 of those visits have been as a result of the search term “low cost XYZ” and 2 visits as a result of “best quality ABC”
- 10. 10 Agenda • What is marketing automation? • Marketing automation applications • Case studies
- 11. 11 Marketing automation applications • Sales funnel management • Control email frequency • Testing • Triggered email • Customer lifecycle email • Campaign management • Multi-channel marketing • Personalisation
- 12. 12 Sales funnel lead management Lead scoring in B2B marketing Measuring customer engagement in B2C…
- 13. 13 Email engagement and frequency
- 14. 14 Testing Email marketers test the easy things, marketing automation makes it easier to test the more effective things such as better targeting
- 15. 15 Triggered behavioural email gives best results Future email Traditional email
- 16. 16 Customer lifecycle behavioural email
- 18. 18 Multichannel marketing • Martini effect – consumers expect anytime, any place, anywhere • Consistent customer experience • Multichannel buyers are two to three times more valuable • More effective results • Measureable and accountable
- 19. 19 Personalisation • Improved customer experience • 74% of marketers know that personalisation increases customer engagement • Better results • Increases conversions • Gives marketers more control • Keeps the website fresh
- 20. 20 How to implement cost effectively • Think big, start small and move fast • To de-risk B2C marketing automation implementation use a phased approach, for example: 1. Start with two or three email triggers to prove ROI. For example basket and browser abandonment. Cost £2k to £3k/month 2. Once the first trigger emails have proven their value the next phase is to add more triggered emails 3. Consolidate your email marketing on one marketing automation platform 4. Start to combine other channels such as SMS and call centre 5. Personalise website content so it is more relevant to the consumer
- 21. 21 Agenda • What is marketing automation? • Marketing automation applications • Case studies
- 22. 22 Monarch Monarch incorporated dynamic content triggered by online search into a behavioural email campaign. • 56.53% open rate • 34.37% CTR • 6% conversion • 17,257% ROI
- 23. 23 Cosmos 1. Abandon search 2. Abandon search follow up 3. Abandon booking 4. Ancillary (holiday extras) 5. Concierge 6. Welcome home 7. Anniversary Using RedEye’s integrated database Cosmos was able target their customers based on different types of online behaviour: Despite behavioural emails only accounting for 4% of email volume, 50% email revenue now comes from these campaigns
- 24. 24 Sainsbury’s Bank Using data collected through the offline purchase by customers using a nectar card, Sainsbury’s Bank was able to target opted-in users with a relevant insurance product via email marketing. • 43.2% open rate • 11.6% click through rate • 6% conversion rate
- 25. Summary • The future of digital and email marketing is relevant communications: • Right offer, right person, right time, right channel • Relevance is achieved through: • Personalisation, segmentation and targeting • Behavioural data • The enabling technologies are: • Marketing automation • A good database
- 26. REDEYE 26 THANK YOU 26 Grosvenor Gardens Victoria London SW1W 0GT 020 7730 9958 www.redeye.com