Content Jam 2017 Email Marketing Automation at Every Level
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The power of automated emails to drive 2x the open rate and 3x the clicks can be tapped into by all email marketers, from beginner to advanced!
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Content Jam 2017 Email Marketing Automation at Every Level
- 1. 11/2/2017© Barkley & Jessica Best. Reproduction requires permission. Email Marketing Automation at Every Level From Just-Getting-Started to Ninja Master Jessica Best Director of Data-Driven Marketing Barkley | jbest@barkleyus.com
- 2. 11/2/2017© Barkley & Jessica Best. Reproduction requires permission.
- 3. 11/2/2017© Barkley & Jessica Best. Reproduction requires permission. Why do we care about Marketing Automation? Automated emails drive 2x the open rate & 3x the click through rate of batched email sends. Source: emfluence, 2016
- 4. 11/2/2017© Barkley & Jessica Best. Reproduction requires permission. Preparing for Automation Getting our cards in order before we play them (potentially inaccurately)
- 5. 11/2/2017© Barkley & Jessica Best. Reproduction requires permission. Garbage in Garbage out
- 6. 11/2/2017© Barkley & Jessica Best. Reproduction requires permission. Automation Basics High impact, low difficulty automation to- do’s you’ll want to nail down first
- 7. 11/2/2017© Barkley & Jessica Best. Reproduction requires permission. The Welcome Email
- 8. 11/2/2017© Barkley & Jessica Best. Reproduction requires permission. The Birthday Email
- 9. 11/2/2017© Barkley & Jessica Best. Reproduction requires permission. The Feedback Email
- 10. 11/2/2017© Barkley & Jessica Best. Reproduction requires permission. The Refer-a-Friend (or Colleague) Email
- 11. 11/2/2017© Barkley & Jessica Best. Reproduction requires permission. Automation 2.0 Taking it to the next level with data fun
- 12. 11/2/2017© Barkley & Jessica Best. Reproduction requires permission. Nurture Email/Series
- 13. 11/2/2017© Barkley & Jessica Best. Reproduction requires permission. Onboarding Email Series
- 14. 11/2/2017© Barkley & Jessica Best. Reproduction requires permission. Program Nurture Email Series Day 1 1st Donor Social Share 1 week to go Thank you!
- 15. 11/2/2017© Barkley & Jessica Best. Reproduction requires permission. Journey Email Series
- 16. 11/2/2017© Barkley & Jessica Best. Reproduction requires permission. Journey Email Series
- 17. 11/2/2017© Barkley & Jessica Best. Reproduction requires permission. Journey Email Series Source: Gratham University @ emflConf 2016
- 18. 11/2/2017© Barkley & Jessica Best. Reproduction requires permission. The Feedback Email 2.0
- 19. 11/2/2017© Barkley & Jessica Best. Reproduction requires permission. Inactive Re-engagement Series
- 20. 11/2/2017© Barkley & Jessica Best. Reproduction requires permission. Automation Mastery When you’re ready to become a ninja
- 21. 11/2/2017© Barkley & Jessica Best. Reproduction requires permission. Make automation an integrated effort
- 22. 11/2/2017© Barkley & Jessica Best. Reproduction requires permission. Bonus Automation Ideas Things that may not fit for every business
- 23. 11/2/2017© Barkley & Jessica Best. Reproduction requires permission. USE MORE DATA. Make it relevant via personalized content.
- 24. 11/2/2017© Barkley & Jessica Best. Reproduction requires permission. USE MORE DATA. Align the timing to your customer’s journey (not to your marketing timeline).
- 25. 11/2/2017© Barkley & Jessica Best. Reproduction requires permission. QUESTIONS?
- 26. 11/2/2017© Barkley & Jessica Best. Reproduction requires permission. USE MORE DATA. Make it work for your readers.
Editor's Notes
- I agree with Joanna – we’re here to convert. In 2015, I spoke at Content Marketing World for the first time. SO excited. The day before I spoke, Robert Rose… BUT, email is HOW you bring (traffic, engagement, and) ROI to your content.
- Why? Because data can “listen” to every customer, every minute, for every use case. And automation can use each of those data points about what, why, when to make everything we do personalized and therefore more RELEVANT to our prospects and customers. In fact, the MORE tailored to the customer, the more we become a SERVICE more than a SALES team, the better our results! With that… here is the 101, 201, and 301…
- Automation is when data can make marketing happen all on its own, minus human checks. Make sure your data is giving the right instructions!
- Why test? Are we always going to have a control group? (yes) Prove to me that the investment that we’re making here (and possible expansion) is worth it! I couldn’t start without a test. Why 6 emails? Why 60 days after they graduate basic training? Our research showed that most FIs success with 5-9 over first 90 days. These folks are special: They may open an account and not use for over a year. They can’t look at email while they’re in basic training (8-12 weeks based on branch of service/ship date/graduation date). KNOW your audience. Email #2 is dynamic based on ship date and #3, 4, 5 & 6 are all sparked by the graduation date.
- We’re starting to map a customer’s or donor’s “Journey”… put on our empathy hats. What do THEY need now?
- Bass Pro – 5 years later sales to boat owners… Grantham University starts with 3 emails in 5 days; 6 emails in 17 days, then 3 emails in 13 days… but then goes for 6 years through enrollment, school, and alumni status
- How do you define inactive? 90-days, 9 months, 13 months? Haven’t opened, clicked… purchased/donated?