How to upgrade your email to marketing automation

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How to upgrade your email to marketing automation

  1. 1. How to Upgrade Your Email Marketing to Marketing Automation Mark Patron 2nd April 2014
  2. 2. 2 Agenda • What is marketing automation? • Marketing automation applications • Case studies
  3. 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. 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. 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. 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. 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. 8 Database in more detail Marketing Automation Database 1 - 500m site visits per month 50 - 500 variables to choose from Database updated hourly Example variables Transactional: sales, registrations, accessories Demographic: gender, DOB, family Email Engagement: sent, bounce, open, click Behavioural: products viewed, preferred categories, reviews, linked products, preferences, insurance Campaign: search phrase, source site INPUTS OUTPUTS Website behaviour Email activity DM activity Call centre Transactional Offline database Campaign data Social media Surveys Email Mobile Social Call centre
  9. 9. 9 Agenda • What is marketing automation? • Marketing automation applications • Case studies
  10. 10. 10 Marketing automation applications • Customer segmentation • Sales funnel management • Control email frequency • Triggered email • Customer lifecycle email • Campaign management • Multi-channel marketing
  11. 11. 11 Segmentation and targeting - email testing Email marketers test the easy things, marketing automation makes it easier to test the more effective things such as better targeting
  12. 12. 12 Sales funnel lead management Lead scoring in B2B marketing Measuring customer engagement in B2C…
  13. 13. 13 Email engagement and frequency
  14. 14. 14 Triggered behavioural email gives best results Future email Traditional email
  15. 15. 15 Customer lifecycle behavioural email
  16. 16. 16 Campaign management
  17. 17. 17 More accurate data = better targeting Email marketing: • Jane Taylor opened the email and clicked on link 214/A. Marketing automation: • 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. • 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”
  18. 18. 18 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
  19. 19. 19 Agenda • What is marketing automation? • Marketing automation applications • Case studies
  20. 20. 20 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
  21. 21. 21 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
  22. 22. 22 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
  23. 23. 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
  24. 24. REDEYE 24 THANK YOU 26 Grosvenor Gardens Victoria London SW1W 0GT 020 7730 9958 www.redeye.com

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