Oro London Meetup - dotmailer: Faster, smarter, better, email marketing

Faster. Smarter.
Better.
Set new goals for your
email marketing
@TinkTaylor
Oro London Meet up, Oct 20th 2016

2 | Faster. Smarter. Better | @TinkTaylor @dotmailer
What I’ll be talking about…
• Email is the digital key.
• Being Faster. Smarter. Better.
• How to move the need of success
• Share some client successes

Tink Taylor, Founder & President of dotmailer
“I describe dotmailer as NASA technology
with a Fisher Price interface. It’s now a
mantra for our product development.”

“It took four days to run profiles & import the relevant data
to our email platform using an external agency. Now this
process has been automated in dotmailer it takes just six
minutes to build a list.”
Marketing Director, ODEON Cinemas
4 days to 6 minutes

Marketing channels grow & grow!
Traditional print Broadcast media Explosion of choice
So some conclude…

That email is dead!

No! Email is loved by all
• Consumers
• Merchants
• Marketers
• B2B & B2C
• Agencies
• SME & Enterprise
• Public & Private Sector

Email is the digital key

That unlocks social media & much much more!
Email is the digital key…
Not having an email address is the equivalent of being digital homeless!

That reaches all audiences
DMA research, email is the preferred mode of brand marketing for consumers in every bracket

that delivers incredible ROI
• Marketers rate
channels in terms of
return on investment
• Email scored top

But what can I do to move the needle?
I want to be Faster, Better, Smarter!

#1
Be Faster.

#1. Be Faster.
Digital marketers are time poor
‘Marketing Technology Adoption Survey’
of 450 digital marketers
• The biggest challenge: lack of time
• Followed by inadequate tools
* Not dotmailer customers
Tools that empower marketers move the needle

#1. Be Faster.
Work on your
business. Not in
your business
• Add automation over time
• Test & refine.
• Put saved time into your analysis &
strategy.

#1. Be Faster.
• Manage all stages of automation
• Powerful & sophisticated
• Start small & scale quickly
• Integrate quickly with best-of-breed
• Works for corporates & SMEs
• B2B & B2C
Marketing automation with email
at its core empowers!

Consider the cost of
• Time taken to use the platform
• Getting the data in & out
• Opportunity costs
• Outgrowing system & learning new tools
Ensure you count the true cost of email
#2 - Be Smarter

#2
Be smarter.

CRM data
INCLUDING
eCommerce data
INCLUDING
Content
& OTHER ASSETS
Social data
INCLUDING
Online
WEB & EMAIL
Systems
DATABASES & LEGACY
World-class integrations & connections make it fast
and easy for your data to be pulled into dotmailer
Put all of your data to work
#2 - Be Smarter

Our multi-channel marketing automation platform
empowers marketers with the tools they need.
Campaign creation
Audience segmentation
Analytics & Reporting
Predictive insight
Customer profiling
Social profiling
Lead scoring
Decision selection
Hyper personalisation
Transactional messaging
Dynamic content
Automation

Computers
TABLETS & DESKTOPS
Mobile
CALLS, SMS, MESSAGING
Sales Teams
CRM USERS & CALL CENTRES
The Cloud
& 3RD PARTY SYSTEMS
Online
PERSONALISATION
Applications
DATABASES, WAREHOUSES
Sending personalized, dynamic messages to a variety of channels &
applications, creates a truly great customer experiences

#2 - Be Smarter
Source – dotmailers ’email list acqusition cheatsheet
Everybody wants a big list
Tactics you could use to grow your list include:
Add a popover
Create resource for lead gen
Use social media & video channels
Survey your customers & prospects
Offer incentives
Host an event
Ask those who call or visit to leave an email
In store activity & e-receipts
Loyalty scheme
Never buy an email list

#2 - Be Smarter
Its not the size of your list, but how you use it.
1,000,000
Email list size
1%
OPEN
RATE
10,000
No. of opens
1%
CLICK
THRU
100
No. of clickers
1%
BUY
ON SITE
1
No. who buy

#2 - Be Smarter
But don’t over segment
Remember its not all about percentages or Click Through Rates.
Ultimately it’s total revenue and engagement we want to drive
1,000
No. of opens
20%
OPEN
RATE
100
No. of clickers
1%
BUY
ON SITE
1
No. who buy
5,000
Segmented list goes
from 1,000,000 to
5,000
10%
CLICK
THRU

#2 - Be Smarter
Send more Email (with Intelligence)

You have to be in the inbox to win the inbox
#2 - Be Smarter

If you don’t send, they can’t spend
#2 - Be Smarter

#2 - Be Smarter
Get going with Triggers.
“Triggered emails have a 70.5% open rate and
152% higher click-through rate than traditional
batch and blast campaigns”
Source – dotmailers 'Impress your boss: Overcoming
email automation challenges' infographic

#2 - Be Smarter
70%
higher open rate
Source – dotmailers 'Impress your boss:
Overcoming email automation challenges'
150%
higher click-
through rate

#2 - Be Smarter
Add automation to your campaigns
• Replenishment
• Retargeting
• Re-engagement
• Transactional emails
• Welcome programs
• Nurture series
• Abandoned Cart
• Abandoned Browse
• Feedback & Reviews
• Solus campaigns
• Monthly Newsletters
and many more….

#2 - Be Smarter
R20/20 “Marketingscore report” (2014)
60%
higher lead-to-sale
conversion rate than
batch & blast email
marketing.
75%
of business using
marketing automation
saw leads and
conversion increase.
VB insight

#2 - Be Smarter
What I say, may not be what I do!
• What I tell you I do is different
to what I do
• People add bias to shape how
they’re perceived
• Behavioral data is more
accurate

#2 - Be Smarter
Be predictive. Not reactive.
• WHAT is the customer doing?
• WHY are they doing it?
• WOW! Treat then as individuals
To be predictive, insight into the customer is needed. This is the 3 Ws
Question: Could you do this by preference center data &order history?

With more data you can market smarter
& use more automation.
#3. Put all of your data to work

#3
Be Better.

#3 – Be better
“Customer Experience will overtake
price and product as the key
brand differentiator by 2020”
Source: Walker info

#3 – Be better
Email Marketing Automation connect business & customers
- Right person, right time, right messaging - Lifecycle marketing
- Easy Personalization & 1-2-1 relevancy - Use external data sources
THE
BUSINESS
YOUR
CUSTOMERS
Email Marketing Automation is the tool for CX
EMAIL MARKETING
AUTOMATION

An example customer
journey and how email
marketing can be used to
create a positive
customer experience.
Browsing
Confirmation
Inspiration
Post purchase
Complaints
Advocacy
#3 – Be better

SCENARIO:
Customer looks at a
dress online. The color
they want is out of
stock so the leave the
site.
SOLUTION:
Abandoned Browse
insight tool pushes the
data into their profile
which automatically sends
a product notification
when the colors comes
stock arrives.
Positive CX because they have been
notified about what they want with no
effort.
#3 – Be better
Browsing

SCENARIO:
Customer orders the
item and it gets
delivered to a local
store.
SOLUTION:
The customer gets a
confirmation email of the
delivery. And also a SMS
notification when it’s been
delivered to the store.
Confirmation
Effective digital communications have
saved the customer time and effort plus
increased their sense of control.
#3 – Be better

SCENARIO:
Customer places an
order within a bricks &
mortar store after
being helped by a
friendly shop assistant.
SOLUTION:
The customer gets a
follow up email from the
shop assistant wishing
them well but providing
support should they
need it.
Post purchase
The human experience within the
store is translated into the digital
world providing post purchase
interaction –which is often lacked.
#3 – Be better

SCENARIO:
Health conscious
customer purchases a
wearable device in
hope to help them live
a healthier lifestyle.
SOLUTION:
Utilize technology & data to
provide activity summaries,
suggestions and even
complimentary products to help
the customer improve.
Post purchase
Going beyond just customer experience
and using marketing technology to help
the customer achieve more in life!
#3 – Be better

SCENARIO:
When the customer tries
the dress on it is not the
color shown on the
website. She goes to
Twitter to complain.
SOLUTION:
An agent sees the
complaint on Twitter, replies
and checks details. The
customer is emailed a free
returns label and a unique
discount coupon code.
Complaints
Listening and addressing their complaint
turned this customer around
#3 – Be better

SCENARIO:
The customer has
worn the purchased
item and is delighted
with the dress.
SOLUTION:
14 days after purchase
the customer is sent a
feedback survey as her
opinion matters.
Advocacy
The customer feels like she can help and
her opinion matters. Increased sense of
control and brand interaction.

SCENARIO:
It’s the end of the
month, and the
customer normally
buys at this time. We
suspect they’ve been
paid
SOLUTION:
Inspirational content
personalized to their
preferences and sent at
the right time.
Inspiration
The customer gets the right message, at the
right time in their buying cycle. They feel
closer and are likely to re-purchase.
#3 – Be better

Client Successes

Client results
Ave. ROI for Commerce clients 40x
Rev. from email marketing x 29.87%
Additional sales assisted by email x 24.63%
Conversion rates v Site Average from:
• Email marketing +141.39%
• Abandoned Carts +1034.80%
• Welcome emails +54.552%
• Birthday emails +279.34 %
• Win back emails +136.72
Greater AOV from email sales 4%

Client ROI in Focus
voga.com
155x
vizio.com
78x
duchamplondon.com
136x
structube.com
48x
preciousmoments.com
63x
simplehuman.com
52x

What to measure?
“Half of the money spent on
advertising is wasted; the trouble
is I don’t know which half.”

The Holy Grail
What can be taken as the ultimate measure?
Click thru Rate
• Delivered / Unique Clicks
Direct Marketing
• Volume Mailing / Interactions

The challenges

Opens or Clicks?
Campaign A
Check out our new
British film of the month
Emails delivered: 10,000
Unique opens: 2,000
Open rate: 20%
Campaign B
Check out Benedict Cumberbatch’s
brand new film!
Unique opens: 1,500
Open rate: 10%

Opens or Clicks?
Campaign A
Check out our new
British film of the month
Unique opens: 2,000
Open rate: 20%
Unique clicks 200
Click through rate 2%
Click to open rate 10%
Campaign B
Check out Benedict Cumberbatch’s
brand new film!
Unique opens: 1,500
Open rate: 10%
Unique clicks 300
Click through rate 3%
Click to open rate 20%

Challenge
Process Metrics
• Opens
• Clicks
• Click Thru Rate

The alternative metrics

Device Usage
Reading email is the most
popular activity for 78% of
smartphone users - Forrester
Mobile is not a channel it’s a device!
150-200
time per day

Device Usage
Reading email is the most
popular activity for 78% of
smartphone users - Forrester
23% of emails opened on a mobile are opened
later again on desktop
150-200
time per day

Time of Action

Site conversion funnel
Browse abandonment
Cart abandonment
Home page
View category
View product
Add to cart
Checkout
$$$

Engagement
• Dwell time
• 0-2 sec = Skimmed
• 2-8 sec = Glanced / read
• Click & open – reach
• Customer interaction
• Over time
• Across the whole
customer database

Engagement
How does my open rate compare… ?

Engagement
Camp 1
Open rate 25%
Camp 2
Open rate 25%
Camp 1
Open rate 25%
Camp 2
Open rate 25%
Rates alone can steer us in the wrong direction

Engagement
Camp 1
Open rate 25%
Camp 2
Open rate 25%
Camp 1
Open rate 25%
Camp 2
Open rate 25%
Rates alone can steer us in the wrong direction
Open Reach 55%

The Halo Effect
of in-store purchase
started followed an
online activity
- Google
of email recipients
visit a store after
reading an email
- Wandful Media
92% 60%

The Halo Effect
started followed an
online activity
- Google
of email recipients
visit a store after
reading an email
- Wandful Media

Customer Value Analysis
This analysis will show you:
• How each channel is performing
• Channel performance relative to the others
• The value of customer engagement across multiple channels
• How much you should spend to acquire customers across each channel
• How much you should spend to get customers engaged across multiple
channels

Spend no more than:
• $1.50 to acquire an email
• $0.10 to acquire a FB fan
• $0.90 for an email recipient to
become a FB fan
• $1.30 to capture the email for a
FB fan
Spend limit to convert:
• $13.50 for email subscribers
• $9.90 for FB fans
• $17.60 for Both email
subscribers & FB fans
Average
Purchaser Value
Average
Value
Email only $15.00 $1.50
Facebook only $10.00 $0.10
Both $20.00 $ 2.40
Ave Value: Db size / Total Rev
Ave Purchaser Value: Total Rev / No of purchasers

Calculate:
• Average Value: Db size / Total Rev
• Average Purchaser Value: Total Rev / No of purchasers
This tells us how much to spend
• To acquire a new customer (Ave value) per channel
• To turn a prospect into a purchaser (diff between Ave Value & Ave
Purchaser Value) per channel

To conclude

Move the email marketing needle
1. Start small, scale quickly
2. Work on the business, not in the business
3. It’s not the size if your list, its how you use it
4. Put all of your data to work
5. If you don’t send, they can’t spend
6. Make the right measurements

Questions
@TinkTaylor

Oro London Meetup - dotmailer: Faster, smarter, better, email marketing

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