dotMailer's Marketing Automation Webinar w/ Skip Fidura - 22 & 25 April 2014

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Slides from dotMailer's Marketing Automation Webinar, by Skip Fidura (dotMailer Client Services Director).

This webinar focused on how marketing automation frees up your marketing team's time to focus on what really matters - in this webinar we covered:

- How to make your email program 'proactively' reactive;
- What's the best argument to present to senior management to justify an email automation program, beyond cost savings;
- Which email programs are best automated to allow you to focus on what matters, like list growth and strategy; and
- vHow email automation lets you replace the 'human' element that's been lost.

Published in: Marketing, Technology, Business
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dotMailer's Marketing Automation Webinar w/ Skip Fidura - 22 & 25 April 2014

  1. 1. Email Marketing Automation Presented by: SkipFidura ClientServicesDirector,dotMailer Chairman,EmailMarketingCouncil,DMA(UK) @SkipFidura|@dotMailer|#EmailMarketing
  2. 2. @SkipFidura| @dotMailer | #EmailMarketing 2 Today’s Takeaways: • How to NOT cut costs • Increase Productivity • Ramp up Your Marketing ROI
  3. 3. • Do you have enough time in your day? • Are you able to focus on the things that matter? • Have you been able to spend a day focussing on your email strategy in the past three months? 3 Is there any fat in your team? @SkipFidura| @dotMailer | #EmailMarketing
  4. 4. • Do you have enough time in your day? • Are you able to focus on the things that matter? • Have you been able to spend a day focussing on your email strategy in the past three months? Automation only saves staff costs. If there is no fat in your marketing where on earth would you find staff costs to save? 4 Is there any fat in your team? @SkipFidura| @dotMailer | #EmailMarketing
  5. 5. Why Marketing Automation? @SkipFidura| @dotMailer | #EmailMarketing 5
  6. 6. • Redirects your resourcesaway from the administrativetasks so you can focus on: • Strategicplanning • Contentcreation • Creativeexecution • Splittesting • Responseanalysis 6 Why email marketing automation? @SkipFidura| @dotMailer | #EmailMarketing
  7. 7. • Enables you to engage with and respond to multiple customer interactions in a scalable way • Creates a seamless customer experience • Creates timely, structured and relevant 1-to-1 messages in real-time • Maximise opportunity for profitable engagement 7 Why email marketing automation? @SkipFidura| @dotMailer | #EmailMarketing
  8. 8. Add Humanity 8 @SkipFidura| @dotMailer | #EmailMarketing
  9. 9. What is Email Marketing Automation? @SkipFidura| @dotMailer | #EmailMarketing 9
  10. 10. 10 What is Email Marketing Automation? • Datetriggered emailprogrammes @SkipFidura| @dotMailer | #EmailMarketing
  11. 11. Date-driven triggered emails • Birthdays • Anniversaries • Deadlines • Renewal dates 11 Triggered email programmes @SkipFidura| @dotMailer | #EmailMarketing
  12. 12. 12 What is Email Marketing Automation? • Datetriggered emailprogrammes • Event triggeredemail programmes @SkipFidura| @dotMailer | #EmailMarketing
  13. 13. Behaviour-driven triggered emails: email engagement • Automaticallyfollowup thosewhoclickedalinkoropenedacampaign • Automaticallyre-engagethosewhodidn’topenorclick • Widerreachanddeeperengagementfromhyper-personalization 13 Triggered email programmes @SkipFidura| @dotMailer | #EmailMarketing
  14. 14. Behaviour-driven triggered emails: website engagement • Automaticallyfollow-upabandonedcarts • Automaticallyfollow-upabandonedsign-upforms • Automaticallyfollow-uponlinepurchasesandsignups • Dynamicallycustomizeemailcontentbasedonpagesorproductsbrowsed, itemsincarts,orformfieldscompleted 14 Triggered email programmes @SkipFidura| @dotMailer | #EmailMarketing
  15. 15. Proactively Reactive Marketing 15 1 2 3 4 5 60 Month New User Advanced Tips and Tricks Re -Purchase Upgrade Thank You Purchase @SkipFidura| @dotMailer | #EmailMarketing
  16. 16. @SkipFidura| @dotMailer | #EmailMarketing Getting to Know You … Slide: 16
  17. 17. Automated series of event triggered emails to support launch of anti-aging capsules ‘Strength Within’ Dove Spa triggered ‘reminder’ campaign 17 @SkipFidura| @dotMailer | #EmailMarketing
  18. 18. Triggered email series drives reassurance through testimonial and cross sell through use of recommended products Dove Spa 18 @SkipFidura| @dotMailer | #EmailMarketing
  19. 19. Driving repeat purchase and upsell Dove Spa 19 @SkipFidura| @dotMailer | #EmailMarketing
  20. 20. Triggeredseries of educational emails following a web form submission. Goal:To increase customer spend and automate data hygiene. Ricoh 20 @SkipFidura| @dotMailer | #EmailMarketing
  21. 21. The series of weekly triggered emails: • Informative • Relevant • CTAto purchase Ricoh 21 @SkipFidura| @dotMailer | #EmailMarketing
  22. 22. • Repeatable – The same action by your customer drives the same communication from you • Consistent – The campaign content does not change frequently • Optimized – The elements of the automated program have been thoroughly tested and optimized 22 Ideal campaigns for automation @SkipFidura| @dotMailer | #EmailMarketing
  23. 23. Barriers to Email Marketing Automation? @SkipFidura| @dotMailer | #EmailMarketing 23
  24. 24. Technology is Hard 24 @SkipFidura| @dotMailer | #EmailMarketing
  25. 25. It Shouldn’t Be Slide: 25 @SkipFidura| @dotMailer | #EmailMarketing
  26. 26. 26 What is Email Marketing Automation? • Datetriggered emailprogrammes – Lifecycle marketing • Event triggeredemail programmes –LeadNurturing programmes Butitis also … @SkipFidura| @dotMailer | #EmailMarketing
  27. 27. 27 What is Email Marketing Automation? • Datetriggered emailprogrammes– Lifecycle marketing • Event triggeredemail programmes –LeadNurturing programmes Butitis also … • Personalization @SkipFidura| @dotMailer | #EmailMarketing
  28. 28. It is NOTAlwaysAbout the Pretty Pictures Dynamic Content Personalized Content • Personalized content puts data from the database as content in the email • Dynamic content uses data from the database to determine which content will go in the email @SkipFidura| @dotMailer | #EmailMarketing
  29. 29. 29 What is Email Marketing Automation? • Datetriggered emailprogrammes – Lifecycle marketing • Event triggeredemail programmes –LeadNurturing programmes Butitis also … • Personalization • Dynamic content @SkipFidura| @dotMailer | #EmailMarketing
  30. 30. 30 eConsultancy Daily Pulse @SkipFidura| @dotMailer | #EmailMarketing • Dynamic email alertcontentbasedon up to 10user preferences • Logic-based email automation
  31. 31. 31 What is Email Marketing Automation? • Datetriggered emailprogrammes – Lifecycle marketing • Event triggeredemail programmes –LeadNurturing programmes Butitis also … • Personalization • Dynamic content • Scheduled campaigns @SkipFidura| @dotMailer | #EmailMarketing
  32. 32. 32 Last Minute Scheduled Campaign @SkipFidura| @dotMailer | #EmailMarketing
  33. 33. 33 What is Email Marketing Automation? • Datetriggered emailprogrammes – Lifecycle marketing • Event triggeredemail programmes –LeadNurturing programmes Butitis also … • Personalization • Dynamic content • Scheduled campaigns • Remail @SkipFidura| @dotMailer | #EmailMarketing
  34. 34. Analysis Paralysis 34 @SkipFidura| @dotMailer | #EmailMarketing
  35. 35. 1. Set your objectives 2. Identify your problems and opportunities 3. Plan your data strategy 4. Do your workflow planning 5. Get your content right 35 The 5 Key Success Factors @SkipFidura| @dotMailer | #EmailMarketing
  36. 36. Think BIG Start small Scale quickly 36 The Biggest Success Factor @SkipFidura| @dotMailer | #EmailMarketing
  37. 37. Conclusion @SkipFidura| @dotMailer | #EmailMarketing 37
  38. 38. Allofthecampaigns thatallow you to“proactively react”to your customers: • Repeatable, Consistent andOptimized Campaigns • Anythingthatadds humanity throughscalablemultiple customerinteractions • Campaigns linked tospecific dates orcustomeractions Don’t let thetechnology scareyou (you arealready automating) anddon’t beafraid to Think Big butStart Small andScale Quickly 38 What to Automate @SkipFidura| @dotMailer | #EmailMarketing
  39. 39. Take away the tasks where you do not add value so you can focuson the thingsthat do: • Strategicplanning • Contentcreation • Creativeexecution • Split testing • Responseanalysis 39 Why Automate @SkipFidura| @dotMailer | #EmailMarketing
  40. 40. Questions? @SkipFidura| @dotMailer | #EmailMarketing 40
  41. 41. Thank You! Presented by: SkipFidura ClientServicesDirector,dotMailer Chairman,EmailMarketingCouncil,DMA(UK) @SkipFidura|@dotMailer|#EmailMarketing

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