The document emphasizes the importance of automated and personalized email marketing to enhance customer engagement and drive sales, especially as consumer expectations evolve. It highlights the advantages of integrating data with automation to create tailored messages based on customer behaviors, leading to high open rates and better marketing efficiency. Successful email campaigns rely on understanding customer preferences, delivering relevant content, and continuously testing for effectiveness.

1. RIGHT MESSAGE
RIGHT TIME
The secrets to scaling email success
CAMPAIGN MANAGER
LEADERSHIP SERIES

2. AUTOMATED
PERSONALIZATION
Study after study confirms that email remains one of the
most direct, efficient and cost-effective tools to engage with
customers and drive sales. With 144 billion emails sent per
day during 2012,1 it’s not going away. (It is however going
mobile – more than 50 percent of all emails are now opened
on a mobile device. But that’s another story.)2
One-size-fits-all email marketing is long gone. Today’s
customers expect you to know who they are. And they
expect you to respond quickly with personalized messages
designed precisely to meet their needs.
But without crafting an individualized message for every
unique customer, how can you scale your program to meet
these "always-on" expectations with meaningful
personalization and relevance? You must integrate
automation with data and other marketing strategies.
SOURCE:
1 - World Internet Stats: Websites, Email, Social Media, and More
http://www.marketingprofs.com/charts/2013/10002/world-internet-stats-websites-email-
social-media-and-more#ixzz30WY0SrqB
2 - Mobile Opens Hit 51%; Android Claims #3 Spot,” https://litmus.com/blog/mobile-opens-
hit-51-percent-android-claims-number-3-spot

3. COMING TO
TERMS
TRIGGERED EMAIL:
An email sent by a marketing software
program in response to a specified event,
such as a customer’s birthday or
newsletter subscription

4. AUTOMATED
SEND
With the right software and information, you can
create automated campaigns that are highly
personalized for individual customers and efficiently
adhere to your overall marketing strategy.
Email marketing software offers almost unlimited
flexibility. Customer activity triggers the sending of
tailor-made email messages with content that
precisely reflects your customers’ interests and
needs. This data-driven type of automated
communication offers several major advantages,
including: rapid response to online activity, valuable
communication opportunities, enhanced use of
marketing resources and improved customer service.

5. DATA DRIVES
YOUR EXPERIENCE
The International Speedway Corporation (ISC) operates 13
of North America’s major motor sports entertainment
facilities, including the venue for the Indianapolis 500.
They knew that they had to become relationship marketers
instead of order takers. With more than 4 million customers,
this was a huge undertaking.
With advanced data collection and an integrated marketing
approach, they have accomplished their goals of ensuring
that all its packages are relevant to the individual customer.
Results:
• Expanded from 250 campaigns to more than 1,000.
• Created nearly 4,000 email segments.
• Cut approval time in half.

6. VALUABLE
COMMUNICATION
Automated email campaigns offer excellent
opportunities to engage with your customers. They
can send high volumes of personalized email messages
in the desired form, at the desired time, without
increased personnel. For instance, an automated
system is ideal for messages related to order
confirmation, notification of shipping and password
inquiries. Automation allows customers to receive the
necessary message almost instantaneously and with
no additional action on your part.
Unsurprisingly, these “transactional emails” boast
an extremely high open rate. This in turn makes
transactional emails an ideal way to communicate
more information once you've met your
original objective.

7. COMING TO
TERMS
PERSONALIZED
AUTOMATED EMAILS:
With full automation of the process, the actual
messages sent by an automated email solution
can be individually tailored. For instance, if your
automated email solution is integrated with
your company’s online shop, you can react to
shopping cart abandonment by sending an
email containing a link to return to the already-
filled shopping cart.

8. MARKETING
EFFICIENCY
Once the system is up and running, email sends take
place automatically. The only further input required from
you is a periodic review of the procedures and the
effectiveness of the campaign (a key component you
don't want to forget).
To make the process even easier, message content can
be borrowed from other sources such as your RSS feeds.
This can create a highly-personalized and relevant email
with minimal resource.
Email auto-replies are ideal for certain customer
inquiries. You can even connect your online store
database to your email marketing software so that
specific customer inquiries actually initiate a search
in the online store. The result is automatically inserted
into a new standard email message and sent directly to
the customer.

9. COMING TO
TERMS
TRIGGERED EMAILS
CAN INCLUDE:
• Welcome messages.
• Event-based emails.
• Transactional emails.

10. 4 KEYS TO AN
STRATEGY
AUTOMATED
EMAIL MARKETING
Research, Analyze, Deliver and Test

11. #1
RESEARCHHOW WELL DO YOU KNOW YOUR
EMAIL RECIPIENTS?
Automated email marketing systems respond to customer
behavior. In order to send the “right” responses, you must
know your customers and how they behave.
4 Keys to an automated email marketing strategy

12. #2
ANALYZEUSE PREFERENCES, TIME OF DAY AND
BEHAVIORS TO TARGET CUSTOMERS
Analyze your customer data to identify specific target
groups and their characteristics. Add data collected from
your email campaigns to create even more detail.
4 Keys to an automated email marketing strategy

13. #3
DELIVERSEND RELEVANT CONTENT
Customers only have time for relevant messages. But that
doesn’t mean you have to create every message from
scratch. There is a good chance you have existing content
that could be used for more personalized email messages.
4 Keys to an automated email marketing strategy

14. #4
TESTANALYZE RESULTS BEFORE, DURING
AND AFTER
To accurately measure your campaign success, you
need reliable feedback about whether customers really
find your messages relevant. This review process can be
automated as well.
4 Keys to an automated email marketing strategy

15. COMING TO
TERMS
AUTOMATED EMAIL
SERIES MIGHT
INCLUDE:
• Welcome messages.
• Lead warming.
• Product recommendations.
• Reactivation campaigns.
• Registration processes.

16. ENGAGE YOUR
CUSTOMERS
As stated earlier, email remains one of the most direct,
efficient and cost-effective tools to engage with
customers and drive sales. If you want to take advantage
of these benefits, it’s absolutely critical for you to send
the right email at the right time. If you don’t, your
message will be lost in customer inboxes or sent directly
to the spam folder.
Marketers realize scaling email campaign success now
depends on automated solutions, software programs
capable of sending customers well-timed, highly-
personalized messages — the kind that truly resonate
and lead to sales.
These days, no interaction with the customer should be
overlooked as an opportunity to win their trust — even a
routine registration for an e-newsletter. Using today’s
advanced automated email solutions, you can truly
capitalize on these opportunities to enhance the
customer experience, while you simultaneously nurture
brand loyalty, gain competitive advantage and,
ultimately, drive revenue growth.

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their data so they can know more about their customers and business and do more of what’s really important. Visit Teradata.com for details.
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