Automated eMarketing
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The document discusses automating email marketing tactics to improve strategy and focus. It recommends automating on-boarding, transactional, and customer service messages using triggers from customer data to consistently engage customers. Examples show how SmartBargain and Realtor automated messages improved metrics. The presentation teaches integrating automation with existing systems and optimizing programs through testing and analysis to generate new marketing opportunities.
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Automated eMarketing
- 1. Automated eMarketing: Getting the Tactical Execution Automated So You Can Focus on the Strategy Thursday, January 21, 2010 04/14/10
- 5. Why Automate? Top email marketing challenges MarketingSherpa 2010 Email Benchmark Report
- 17. Case Study: Realtor.com 04/14/10
- 18. Case Study: Realtor.com 04/14/10
- 25. Case Study: Midas 04/14/10
- 28. ATOM℠ -- Automated, Triggered-Opportunity Marketing 04/14/10 ATOM manages trigger identification and optimization process
- 29. ATOM process Objectives & strategies drive trigger decisions Trigger opportunities delivered through multiple channels Alternative trigger types Marketing & retention opportunities are generated Opportunity arbitration matches best offer/channel to customer Tracking at trigger & program level
Editor's Notes
- Conversion rates are often at least 10X higher than typical promotional emails
- Life Stage: New baby, empty nester, retirement, marriage, birthday. “ think of greeting card days” Birthday is most popular – make certain of relevancy Life Cycle: New customer, cross-sell, lack of activity, contract expiration From acquisition > onboarding > cross-sell > loyalty > retention > win-back Transactional: Abnormal changes in transactional purchase patterns, spending habits, credit rating… Transactional dbases, if monitored can provide indication of change of behavior or intent Typical case study is lack of activity Customer Initiated Triggers: Abnormal changes in transactional patterns, spending habits, account deposits, credit rating Visible transactional information in databases, if monitored provide indication… Abrupt stoppage of deposits into an account that typically has significant activity Call to inbound call center Negative comment posted on a social networking site External Triggers: Recessionary economy, corporate merger, competition enters or exits a given territory, changes in other influencers pricing… More than half of companies which implement triggers use external triggers
- Auto service outlet with reputation for service, quality and reliability for the past 50 years Took over their CRM program a couple of years ago Review of this case study and how it relates to emarketing efforts
- Transfer of programs as if from previous vendor Then started to evaluate and optimize programs that made sense and had high ROI Analyzed audience: Demographics, attitudes, behavior, financial and segments. Determined LTV of audiences and how to interact with each gropu