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10 Steps to Email Marketing and Marketing Automation Excellence
Dr Dave ChaffeySmartInsights.comDigital marketing strategy advice
#EmailExcellence2017
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About Dave Chaffey
Co-founder and Editor of SmartInsights.com -
a marketing advice community with > 1
million uniques/quarter. Expert members in over 100 countries use our
planning guides, templates and online
courses to Plan, Manage and Optimise their digital marketing.
We also offer consulting and
training for members.
Specialist Digital Marketing consultant, trainer and author since ‘97.
Free Basic membership
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Smart Insights Learning platform
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Automationcan
appeardaunting…
Free 100+ page digital marketing tools guidehttp://bit.ly/smartdigitaltools
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30 Digital Tools categories #1
Download: http://bit.ly/smartdigitaltools
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The opportunities of multichannel lifecycle marketing
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Email still rocks!
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The Big 3 digital channel sales drivers
Source: Custora E-commerce Pulse
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Step 1. Review your capabilities
Download benchmark template as a Smart Insights Basic member
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How does your Automation rate?
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Email 'Type' Customer Lifecycle Segmentation
Prospects Nursery Development Lapsing Lapsed
Lifecycle P2C programme Nursery programme Spot the winners Prevent Lapsing
programme Lapsed programme
Behavioural Triggered by customer behaviour: ABBA, BnB, Accessories etc (max.1 email per week for each programme)
Newsletter Sent wk. 1 each month to all contacts with personalised content
Feature Email
Sent wk. 2 each month to all contacts
Offers and Deals
Sent wk. 3 each month to all contacts
NPI Sent wk. 4 each month to all contacts
Source: Harriet Mitchell Smart Insights Digital Impact conference
An advanced B2B example
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The RS NewsletterHero banner
Customised content: (Customer Profile)• EDE (Electronic Design Engineers)• Non-EDE (Electronic Design Engineers)• Promo Excluded (Key and Corporates)
CLC Module
Customised content: (Customer Lifecycle)• Nursery• Development• Acquisition
BEH ModuleCustomised content: (Behavioural data)• Abandoned Baskets• Browsed Not Bought• Propensity to Buy (A recommendations
model)• Top Sellers
Local Module
Product modules can vary in number and format. Maximum of 8 modules per email.
ProductModules
Optional modules for any local
activity/information.
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Step 2. Create a lifecycle engagement plan – B2B Before
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Step 2. Create a lifecycle engagement plan – B2B After
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Step 3. Integrate with yourcontent marketing strategy
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Define your content-led lead gen and nurture programme
REACH ACT CONVERT ENGAGE
Content type and aim
TOFUAwareness Engagement
MOFUEvaluationEngagement
BOFUPurchaseEngagement
ROFURetention/AdvocacyEngagement
B2B Examples
• Hero lead-gen for cut-through Infographics
• Webinars -education
• Case studies • Datasheets• Independent
reviews• Webinars - demos
• ROI calculators• Business case
download
• Career development
• Enewsletter
Distribution • SEO• Social• Pop-ups and
Inline content
• Email welcome• Email nurture• Enewsletter
personal• Web
personalisation• Livechat
• Emails fromSales(Automated)
• Webinars
• Enewsletter• Web
personalisation
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Hero content prominent on site
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Brainstorm new content ideas
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Spotify: Personal + Community
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Step 4. Start Small with a single campaign
SIMPLE Branded WELCOME with OVP
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Next try a MULTISTEP WELCOME
CTR Response example: 0d:13% > +2d:6% > +1w: 8%
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Or re-engage!
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INTEGRATE WEB ‘SENSE & RESPOND’
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Step 5. Add Targeting
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Example: segmented by roleOpen rate Clickthrough
rateBefore 20.0% 1.9%
After 18.9 – 27.4% 7.5% -20.6%
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Dynamic content – role specific
Tip: Use tags to trigger insertion as shown
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Step 6. Get the frequency rightand automate nurture
Source: GetResponse
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How to schedule a nurture like this
Source: GetResponse
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Example nurturing emails that differentiate and encourage action
Source
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Step 7. Add Lead scoring and grading
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Lead scoring example
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Step 8. Add Lead grading
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i.e. Adding Profile fit to Interest or Intent
Lead scoring – numeric
Lead grading(A-D)
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Step 9. Measure and Optimise
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Smarter measurement checklist¥ Measure through the lifecycle¥ Compare email types
¥ Measure by segment¥ E.g. Male and Female
¥ Measure using value¥ E.g. Revenue per visit (E-commerce)¥ E.g. Goal value per visit (set goal value on outcomes)¥ Then compare your mails
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Which Test Won (Behave.org)
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Results Previous CustomersFor customers who had made a similar product purchase in the past two years, telling them they could upgrade for a low price created an:11.4% drop in open rates, compared to the winning subject line (23.49% winner vs. 20.81% loser)21% decline in unique click through rates, compared to the winning version (4.14% winner vs. 3.27% loser)
Interested CustomersFor those customers who had displayed interest in, but not yet purchased the promoted products, the losing subject line resulted in an:9.93% drop in open rates, compared to the winner (26.39% winner vs. 23.77% loser)25% plummet in unique clickthroughrates, compared to the original subject line (6.56% winner vs. 4.92% loser)
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¥ Embrace urgency, play on power of loss aversion, and offer something on top
Time-limited examples
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ExampleAbandonedCartTest
¥ 1. Generic branded follow-up email : +10% conversion rate.
¥ 2. Personalised remarketing email with a promotional code for a 5% discount time limited to 72 hours: +100% conversion rate.
¥ 3. Personalised remarketing email with a promotional code for a 5% discount time limited to 48 hours: +200% conversion rate.
Source: Smart Insights: Email re-marketing
http://bit.ly/smarteremail
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Step 10. The Future: AI, Machine Learning and predictive analytics
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Machine learning and predictive analytics example
Analysis of historicalTransactions and
customer profile data
Predictive scoringof prospects
and customers
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Q&A
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Want more inspiration?
¥ www.getresponse.com/resources/videos/webinars
¥ blog.getresponse.com¥ twitter.com/getresponse
