Lora Ullerich
Brand Journalist
@coleinformation
DJ Waldow
Digital Marketing Evangelist Marketo
@djwaldow
Session Framework
3
• Cole Information
• Published in 1947
• Blue Book
• Criss-cross directory of addresses
and phone numbers
• Invaluable i...
4
5
Housekeeping Items
• Giveaway
• Dashboard questions
• Tweet:
– @coleinformation
– @djwaldow
Page 6
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
DJ Waldow (@djwaldow)
• Bronto. Blue Sky Factory. Waldow ...
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Over the next ~39 minutes …
• Some scary (but true) email stats
...
Our Average Attention
Span Is Now 8 Seconds
– 1 Second Less Than A
Goldfish
Photo: Flickr
Photo: Flickr
The average office worker checks their email 30 times
every hour
Typical mobile users check their phones mor...
Page 10
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
We are addicted to email … and our smart phones.
Photo: Flickr
Good for
marketers
Not good for
humanity?
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
We are all SUPER busy
Page 13
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Automation, when done right …
Photo: Flickr
Page 17
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Tactics to Increase Email Engagement
Page 18
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Tactics to Increase Email Engagement
Page 19
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Source: Smart Insights
Triggered Emails Perform Better!
Page 20
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Source: Smart Insights
Triggered Emails Perform Better!
...
Page 21
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
The Old Way
Triggered
Engagement
Lift
Open % 21.7% Open ...
Page 22
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Page 23
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
CHANGE THE
CONVERSATION
based on a trigger
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
4 Ways to Automate Your
Email Marketing Campaigns
1
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
5x higher
open rates
Source: Experian
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
4x higher
click rates
Source: Experian
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
10x higher
revenue
Source: Experian
Page 30
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Page 31
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Page 32
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Welcome To The
Upworthiest. Turn On
Your Images And
Buck...
Page 33
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Page 34
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Page 35
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Page 36
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Page 37
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Welcome to Club Orchard!
Page 38
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Register your Club Orchard account now and
receive a $5 ...
Page 39
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
WelcomeSeries
NewCustomer
Page 40
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
CHANGE THE
CONVERSATION
based on a trigger
Page 41
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
CHANGE THE
CONVERSATION
based on a trigger
Page 42
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Set up once.
Create open/buy habit early.
Learn valuable...
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Remail
2
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Resending an email to
a group of people who
have (or have not)
t...
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
“Remailing is like
printing money.”
-A Bronto client
Page 46
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Just for you. Save 15% on your entire order.
Page 47
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Last Chance! Save 15% on your entire order.
Page 48
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Tees from $15: ends today (10:20 AM PT)
Page 49
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Hours left to save! (3:34 PM PT)
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Low Effort
High Return
Easily Repeatable
Lights Out
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Post-purchase
transactional email
3
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Generally see
higher open and
click-through rates.
BUT …
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
INSTEAD …
Page 59
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Your SkyMall Order Confirmation +Special Offer
Page 60
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Your SkyMall Order Confirmation +Special Offer
Page 61
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Your SkyMall Order Confirmation +Special Offer
Page 63
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Post-PurchaseSeries
Post-ReviewSeries
Page 64
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Highly personalized.
Continue to engage.
Get reviews. Up...
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Automate Metrics
4
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Page 67
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Page 68
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Engagement dashboard
provides instant insight into
nurtu...
Page 69
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
See how a program, Smart
Stream, or individual content
i...
Page 70
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Spot a trend
1
Highly actionable metrics
Page 71
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Spot a trend
1
Highly actionable metrics
Target low
perf...
Page 72
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Spot a trend
1
Highly actionable metrics
Target low
perf...
Page 73
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Spot a trend
1
Highly actionable metrics
Target low
perf...
Page 74
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Know exactly when you’ll run
out of content – so you can...
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Don’t guess …
TEST!
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
marketo.com/dg2eem marketo.com/dg2ma
Free Definitive Guides!
Four Ways to Automate Your Email Marketing Campaigns
Four Ways to Automate Your Email Marketing Campaigns
Four Ways to Automate Your Email Marketing Campaigns
Four Ways to Automate Your Email Marketing Campaigns
Four Ways to Automate Your Email Marketing Campaigns
Four Ways to Automate Your Email Marketing Campaigns
Four Ways to Automate Your Email Marketing Campaigns
Four Ways to Automate Your Email Marketing Campaigns
Four Ways to Automate Your Email Marketing Campaigns
Four Ways to Automate Your Email Marketing Campaigns
Four Ways to Automate Your Email Marketing Campaigns
Four Ways to Automate Your Email Marketing Campaigns
Four Ways to Automate Your Email Marketing Campaigns
Four Ways to Automate Your Email Marketing Campaigns
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Four Ways to Automate Your Email Marketing Campaigns

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On average, small business owners spend more than two hours of their work day sending and responding to emails. While we all can agree this is an effective forms of communication and isn’t going away, there are ways to save time and energy in crafting the perfect email. It’s called email automation. When done right, automating your email campaigns be effective for both customer and prospect communication. DJ Waldow with Marketo, a marketing solutions provider, will join us for “Four Ways to Automate Email Marketing Campaigns.” During this Small Business Marketing 101 webcast, DJ will break down:

• Why all businesses should be automating email marketing campaigns.
• Four email campaigns you MUST automate now!
• Answers to all of your questions.

Published in: Education, Technology, Business
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  • Before we get started, a little background about our company.
  • $50 Amazon GC,
  • Four Ways to Automate Your Email Marketing Campaigns

    1. 1. Lora Ullerich Brand Journalist @coleinformation DJ Waldow Digital Marketing Evangelist Marketo @djwaldow Session Framework
    2. 2. 3 • Cole Information • Published in 1947 • Blue Book • Criss-cross directory of addresses and phone numbers • Invaluable information for: • Telemarketing • Debt collection • Law enforcement • Today, web-based lead generation for small business. Then & Now
    3. 3. 4
    4. 4. 5 Housekeeping Items • Giveaway • Dashboard questions • Tweet: – @coleinformation – @djwaldow
    5. 5. Page 6 © 2013 Marketo, Inc. Marketo Proprietary and Confidential DJ Waldow (@djwaldow) • Bronto. Blue Sky Factory. Waldow Social. • Marketo – Digital Marketing Evangelist • 8th grade • The Rebel’s Guide to Email Marketing • The Definitive Guide to Engaging Email Marketing. • “Best practices are those that are best for YOUR audience.” • Lover of beer, coffee, and people. • #GOBLUE • Eva, Cal, K-Dawg
    6. 6. © 2013 Marketo, Inc. Marketo Proprietary and Confidential Over the next ~39 minutes … • Some scary (but true) email stats • Why Automate? • 4 Campaigns You SHOULD Be Automating • Answers to ALL of your questions!
    7. 7. Our Average Attention Span Is Now 8 Seconds – 1 Second Less Than A Goldfish Photo: Flickr
    8. 8. Photo: Flickr The average office worker checks their email 30 times every hour Typical mobile users check their phones more than 150 times per day Stats: Source
    9. 9. Page 10 © 2013 Marketo, Inc. Marketo Proprietary and Confidential We are addicted to email … and our smart phones.
    10. 10. Photo: Flickr Good for marketers Not good for humanity?
    11. 11. © 2013 Marketo, Inc. Marketo Proprietary and Confidential We are all SUPER busy
    12. 12. Page 13 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Automation, when done right …
    13. 13. Photo: Flickr
    14. 14. Page 17 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Tactics to Increase Email Engagement
    15. 15. Page 18 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Tactics to Increase Email Engagement
    16. 16. Page 19 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Source: Smart Insights Triggered Emails Perform Better!
    17. 17. Page 20 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Source: Smart Insights Triggered Emails Perform Better! BAU = Business As Usual
    18. 18. Page 21 © 2013 Marketo, Inc. Marketo Proprietary and Confidential The Old Way Triggered Engagement Lift Open % 21.7% Open % 34.0% 57% Click to Open % 23.4% Click to Open % 37.1% 59% Click % 5.1% Click % 12.6% 147%
    19. 19. Page 22 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
    20. 20. Page 23 © 2013 Marketo, Inc. Marketo Proprietary and Confidential CHANGE THE CONVERSATION based on a trigger
    21. 21. © 2013 Marketo, Inc. Marketo Proprietary and Confidential 4 Ways to Automate Your Email Marketing Campaigns
    22. 22. 1
    23. 23. © 2013 Marketo, Inc. Marketo Proprietary and Confidential 5x higher open rates Source: Experian
    24. 24. © 2013 Marketo, Inc. Marketo Proprietary and Confidential 4x higher click rates Source: Experian
    25. 25. © 2013 Marketo, Inc. Marketo Proprietary and Confidential 10x higher revenue Source: Experian
    26. 26. Page 30 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
    27. 27. Page 31 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
    28. 28. Page 32 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Welcome To The Upworthiest. Turn On Your Images And Buckle Your Seatbelt
    29. 29. Page 33 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
    30. 30. Page 34 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
    31. 31. Page 35 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
    32. 32. Page 36 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
    33. 33. Page 37 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Welcome to Club Orchard!
    34. 34. Page 38 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Register your Club Orchard account now and receive a $5 off $25 coupon
    35. 35. Page 39 © 2013 Marketo, Inc. Marketo Proprietary and Confidential WelcomeSeries NewCustomer
    36. 36. Page 40 © 2013 Marketo, Inc. Marketo Proprietary and Confidential CHANGE THE CONVERSATION based on a trigger
    37. 37. Page 41 © 2013 Marketo, Inc. Marketo Proprietary and Confidential CHANGE THE CONVERSATION based on a trigger
    38. 38. Page 42 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Set up once. Create open/buy habit early. Learn valuable information about new customer. Make more money (!)
    39. 39. © 2013 Marketo, Inc. Marketo Proprietary and Confidential Remail 2
    40. 40. © 2013 Marketo, Inc. Marketo Proprietary and Confidential Resending an email to a group of people who have (or have not) take some action
    41. 41. © 2013 Marketo, Inc. Marketo Proprietary and Confidential “Remailing is like printing money.” -A Bronto client
    42. 42. Page 46 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Just for you. Save 15% on your entire order.
    43. 43. Page 47 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Last Chance! Save 15% on your entire order.
    44. 44. Page 48 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Tees from $15: ends today (10:20 AM PT)
    45. 45. Page 49 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Hours left to save! (3:34 PM PT)
    46. 46. © 2013 Marketo, Inc. Marketo Proprietary and Confidential Low Effort High Return Easily Repeatable Lights Out
    47. 47. © 2013 Marketo, Inc. Marketo Proprietary and Confidential Post-purchase transactional email 3
    48. 48. © 2013 Marketo, Inc. Marketo Proprietary and Confidential Generally see higher open and click-through rates.
    49. 49. BUT …
    50. 50. © 2013 Marketo, Inc. Marketo Proprietary and Confidential INSTEAD …
    51. 51. Page 59 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Your SkyMall Order Confirmation +Special Offer
    52. 52. Page 60 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Your SkyMall Order Confirmation +Special Offer
    53. 53. Page 61 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Your SkyMall Order Confirmation +Special Offer
    54. 54. Page 63 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Post-PurchaseSeries Post-ReviewSeries
    55. 55. Page 64 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Highly personalized. Continue to engage. Get reviews. Upsell/Cross- sell. Etc.
    56. 56. © 2013 Marketo, Inc. Marketo Proprietary and Confidential Automate Metrics 4
    57. 57. © 2013 Marketo, Inc. Marketo Proprietary and Confidential
    58. 58. Page 67 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
    59. 59. Page 68 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Engagement dashboard provides instant insight into nurturing effectiveness
    60. 60. Page 69 © 2013 Marketo, Inc. Marketo Proprietary and Confidential See how a program, Smart Stream, or individual content is engaging prospects and/or customers over time
    61. 61. Page 70 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Spot a trend 1 Highly actionable metrics
    62. 62. Page 71 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Spot a trend 1 Highly actionable metrics Target low performers 2
    63. 63. Page 72 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Spot a trend 1 Highly actionable metrics Target low performers 2 Remove, or edit low performers 3
    64. 64. Page 73 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Spot a trend 1 Highly actionable metrics Target low performers 2 Remove, or edit low performers 3 Reverse the trend 4
    65. 65. Page 74 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Know exactly when you’ll run out of content – so you can keep the conversation going.
    66. 66. © 2013 Marketo, Inc. Marketo Proprietary and Confidential Don’t guess … TEST!
    67. 67. © 2013 Marketo, Inc. Marketo Proprietary and Confidential marketo.com/dg2eem marketo.com/dg2ma Free Definitive Guides!

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