This session was presented at the LSA’s Localogy event in New York City on October 11, 2018.

2. Proprietary& Confidential 2018
Leading clients through
Marketing Automation
LSA LOCALOGY
Jamie Boardman, Partnerships Manager
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Agenda
The Automation Advantage
Choosing The Right Tools
Case Studies
Resources
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Agenda
The Automation Advantage
Choosing The Right Tools
Case Studies
Resources
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Agenda
The Automation Advantage
Choosing The Right Tools
Case Studies
Resources
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Agenda
The Automation Advantage
Choosing The Right Tools
Case Studies
Resources
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7. 2018
The Automation
Advantage
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8. Proprietary& Confidential 2018
Marketing Automation:
Right content, right person,
right place, right time.
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Reasons to believe
Saves time and money
Scales your marketing efforts
Improves customer experience
Increased engagement
.
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Investment in
marketing
automation
technology is
increasing.
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11. Top Marketing Objectives for 2018
Acquire new customers/members/subscribers/followers 45%
Increase engagement (opens, clicks, likes, comments) 39%
Increase overall brand awareness 35%
Retain existing customers/members/subscribers/followers 30%
Convert leads to customers/members/subscribers/followers 26%
Increase participation in my organization 20%
Deliver more content 18%
Re-engage inactive customers/members/subscribers/followers 17%
Automate more of my marketing activities 13%
Personalize marketing content and messaging 12%
Understand my customers/members/subscribers/followers better 11%
Other 2%
Q: Choose the top marketing objective(s) you plan to devote resources to in 2018. (Select up to 3.)
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Overcoming
Automation
Myths
Cost: Is there room in the budget for
automation?
Complexity: Is this technology out of
reach?
Familiarity: Not sure exactly what
automation can accomplish?
Time: Is there time to learn?
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“The best place to start using automation to
increase the amount of marketing
conversations is with people who are already
engaging with you.”
Tim Watson
Consultant, Mailchimp Partner

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Quantity vs. Intent
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18. 2018
Choosing the Right
Tools
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Email marketing is a
crowded space.

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And even more crowded
in marketing automation.

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At Mailchimp, our mission has always been to help
small businesses grow by democratizing powerful
marketing tools that are often reserved for large
enterprises.
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Automation Categories
Tag-Triggered
Subscriber Activity
E-commerce
Date-Based
API

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Getting More Out of
Marketing Automation

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Pop-up Forms
Create mobile-friendly pop-up forms for
your website and watch your list grow.
On average, users see their list growth
rate increase by 50% after the
implementation of a pop-up form.
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Landing Pages
Grow your list and sell more stuff with
landing pages.
Highlight your best-selling products,
collect email addresses in exchange for
a free download, promote an ongoing
sale, and anything in between.
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Social Ad Campaigns
Facebook and Instagram Ad Campaigns
are a smart way to sell more stuff and
reach new audiences in just a few steps.
And with Mailchimp, you get a clear
picture of which ads generate revenue
and win new customers.
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Google Remarketing Ads
Recapture sales with Google
remarketing ads. Reach people who
leave your website—wherever they go
online—and turn them into customers.
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Postcards
Send personalized postcards to your
audience all over the world.
● One Time Send Postcards
● Recurring Postcards
● Abandoned Cart Postcards
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30. One Time Send Postcards

31. Recurring Postcards

32. Abandoned Cart Postcards

33. 2018
Case Studies
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34. Automation with a Purpose
Partner Case Study
Whiteboard

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Craft a powerful, succinct story of PLC’s
purpose and mission for first-time
prospects.
Improve the mobile user experience and
optimize it for conversions.
Implement an automated email welcome
series to onboard new prospects and
convert them into first-time and recurring
donors.
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Strategy

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800% ROI
40% Open Rate, 6% Click Rate
Raised funds were enough to assist
60,000+ refugees
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Results
41% of new subscribers became donors

41. How to use follow up emails to encourage
customer reviews
Everly

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43. Help people find
your clients online
Publishing customer reviews can improve SEO
rankings because the content is unique and
regularly updated.
People often search for a product name along
with the word “reviews.”

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“When we launched on Kickstarter in 2013, we thought
our target market was young male millennials like us, our
packaging should be stick packs like every other drink
mix, our primary sales channel would be grocery stores,
and our marketing channel would be in-store demos.”
Kyle McCollom
Co-founder & CEO, Everly
Mailchimp Customer

45. What they learned
from reviews
Their real customer was an adult woman taking
control of her health and kicking soda, added
sugar, and artificial ingredients out of her life.
Everly rebranded to speak to that customer.

47. 2018
80%
of reviews come from post-
purchase follow-up emails
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Northwestern Study,
From Reviews to Revenue, How Star Ratings and
Review Content Influence Purchase

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Include a survey link or use a customer
review platform.
Tracking Customer
Reviews
Turn on Conversations to keep track of
feedback.
Offer incentives to make giving feedback
more appealing.
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Publish reviews on your website alongside
products to build trust.
Getting more out
of reviews
Include reviews in your email campaigns to
give a better idea of what the product can
do.
Post reviews on social media or promote
on a landing page.
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50. Building a multichannel
Automation strategy
Third Piece

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Ad Campaigns

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Landing Page

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Automated
Welcome Email

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Easily experiment across multiple channels
with different audiences and different
content.
Extend your reach to customers wherever
they are.
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Track customer behavior: ROI and
conversion analytics for every channel.
Strategy
Takeaways

56. 2018
Resources
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Mailchimp for
Agencies

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Partner
Program

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Partner Benefits
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Product Release Notes
Product Roadmap Insights
Partner Newsletter
Webinars
Directory Listing
Co-marketing opportunities
Opportunity to be a Mailchimp Meetup Host
Partner Lab
Conferences/Office Hours

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“Early access to the roadmap gives us
time to plan ahead what will work
best for our clients. We can get them
prepared to start using these tools as
soon as they’re available.”
Kelly Vaughn, owner of The Taproom
Agency
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mailchimp.com/partners
partnerships@mailchimp.comQuestions?
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Thank you.