how to upgrade your email to marketing automation

How to Upgrade Your Email Marketing

to Marketing Automation

Mark Patron 2nd April 2014

2

Agenda

• What is marketing automation?

• Marketing automation applications

• Case studies

3

Evolution of marketing automation

Database

Marketing

Target best

customers

RFM data

Direct mail

CRM

Direct mail

targeting

Lifestyle data

Phone

Digital

Marketing

Multichannel

campaign

management

Transactional

data

Search

Email

ROI

1980’s 1990’s 2000’s 2010’s

Marketing

Automation

Personalisation

Event triggered

Behavioural

Data

Mobile

Social

4

Why B2C marketing automation is growing

As number of campaigns overtake available marketing dept. resources

marketing automation and campaign management become necessary

5

Evolution of email marketing

Starting Out Optimisation Marketing Automation

Win by Volume Content Data

Key Metrics List SizeSend Volume

OpensClicks

ConversionsEngaged SubscribersChurn

KeyActivities

Build listSend frequently

ContentSubject Lines

Contact StrategyRFM AnalysisMarket Basket Analysis

ESPselection

Cost DeliverabilityReporting

IntegrationSegmentationAutomation

Segmentation None BasicEmail - based

AdvancedPurchase historyWeb history

Automation None Subscriber Welcome SeriesAbandon Cart

Post Purchase Welcome Win Back CampaignsCross MerchandisingReviews

Source: Nathan Decker Evo.com at eTail West

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What do we mean by marketing automation?

• Email marketing

• Web analytics

• Multi-channel

• CRM integration

• Landing pages

• Campaign management

• Reporting

= Marketing automation

7

Database is central to marketing automation

Website Behaviour

Email Engagement

Database

INPUTS OUTPUTS

Email

Mobile

Social

Call Centre

Single customer view

enables relevant

marketing

communications

8

Database in more detail

Marketing Automation

Database

1 - 500m site visits per month

50 - 500 variables to choose from

Database updated hourly

Example variablesTransactional: sales, registrations, accessories

Demographic: gender, DOB, family

Email Engagement: sent, bounce, open, click

Behavioural: products viewed,

preferred categories, reviews, linked products,

preferences, insurance

Campaign: search phrase, source site

INPUTS OUTPUTS

Website

behaviour

Email activity

DM activity

Call centre

Transactional

Offline database

Campaign data

Social media

Surveys

Email

Mobile

Social

Call

centre

9

Agenda

• What is marketing automation?

• Marketing automation applications

• Case studies

10

Marketing automation applications

• Customer segmentation

• Sales funnel management

• Control email frequency

• Triggered email

• Customer lifecycle email

• Campaign management

• Multi-channel marketing

11

Segmentation and targeting - email testing

Email marketers test the

easy things, marketing

automation makes it

easier to test the more

effective things such as

better targeting

12

Sales funnel lead management

Lead scoring in B2B marketing

Measuring customer engagement in B2C…

13

Email engagement and frequency

14

Triggered behavioural email gives best results

Future email

Traditional email

15

Customer lifecycle behavioural email

16

Campaign management

17

More accurate data = better targeting

Email marketing:

• Jane Taylor opened the email

and clicked on link 214/A.

Marketing automation:

• Jane Taylor opened the email and

clicked on link 214/A.

• She first went to the website 4 months

ago and 5 visits later registered.

• She has visited 3 pages on product

XYZ and 2 pages on product ABC.

• 2 of those visits have been as a result

of the search term “low cost XYZ” and 2

visits as a result of “best quality ABC”

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How to implement cost effectively

• Think big, start small and move fast

• To de-risk B2C marketing automation implementation use a phased

approach, for example:

1. Start with two or three email triggers to prove ROI. For example

basket and browser abandonment. Cost £2k to £3k/month

2. Once the first trigger emails have proven their value the next phase

is to add more triggered emails

3. Consolidate your email marketing on one marketing automation

platform

4. Start to combine other channels such as SMS and call centre

5. Personalise website content so it is more relevant to the consumer

19

Agenda

• What is marketing automation?

• Marketing automation applications

• Case studies

20

Monarch

Monarch incorporated dynamic

content triggered by online search

into a behavioural email campaign.

• 56.53% open rate

• 34.37% CTR

• 6% conversion

• 17,257% ROI

21

Cosmos

1. Abandon search

2. Abandon search follow up

3. Abandon booking

4. Ancillary (holiday extras)

5. Concierge

6. Welcome home

7. Anniversary

Using RedEye’s integrated database Cosmos was able target their

customers based on different types of online behaviour:

Despite behavioural emails only accounting for 4% of email volume,

50% email revenue now comes from these campaigns

22

Sainsbury’s Bank

Using data collected through the offline purchase by customers using a

nectar card, Sainsbury’s Bank was able to target opted-in users with a

relevant insurance product via email marketing.

• 43.2% open rate

• 11.6% click through rate

• 6% conversion rate

Summary

• The future of digital and email marketing is relevant

communications:

• Right offer, right person, right time, right channel

• Relevance is achieved through:

• Personalisation, segmentation and targeting

• Behavioural data

• The enabling technologies are:

• Marketing automation

• A good database

REDEYE

24

THANK YOU

26 Grosvenor Gardens

Victoria

London

SW1W 0GT

020 7730 9958

www.redeye.com