Email Marketing and Marketing Automation Excellence

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<ul><li><p>1 1</p><p>10 Steps to Email Marketing and Marketing Automation Excellence </p><p>Dr Dave ChaffeySmartInsights.comDigital marketing strategy advice </p><p>#EmailExcellence2017</p></li><li><p>2 2</p><p>About Dave Chaffey </p><p>Co-founder and Editor of -</p><p>a marketing advice community with &gt; 1 </p><p>million uniques/quarter. Expert members in over 100 countries use our </p><p>planning guides, templates and online </p><p>courses to Plan, Manage and Optimise their digital marketing. </p><p>We also offer consulting and </p><p>training for members.</p><p>Specialist Digital Marketing consultant, trainer and author since 97.</p><p>Free Basic membership</p></li><li><p>3 3</p><p>Smart Insights Learning platform</p></li><li><p>4 4</p></li><li><p>5 5</p><p>Automationcan </p><p>appeardaunting</p><p>Free 100+ page digital marketing tools guide</p></li><li><p>6 6</p><p>30 Digital Tools categories #1</p><p>Download:</p></li><li><p>7 7</p><p>The opportunities of multichannel lifecycle marketing</p></li><li><p>8 8</p><p>Email still rocks!</p></li><li><p>9 9</p><p>The Big 3 digital channel sales drivers</p><p>Source: Custora E-commerce Pulse</p></li><li><p>10 10</p><p>Step 1. Review your capabilities</p><p>Download benchmark template as a Smart Insights Basic member</p></li><li><p>11 11</p><p>How does your Automation rate?</p></li><li><p>12 12</p><p>Email 'Type' Customer Lifecycle Segmentation</p><p>Prospects Nursery Development Lapsing Lapsed</p><p>Lifecycle P2C programme Nursery programme Spot the winnersPrevent Lapsing </p><p>programme Lapsed programme</p><p>Behavioural Triggered by customer behaviour: ABBA, BnB, Accessories etc (max.1 email per week for each programme)</p><p>Newsletter Sent wk. 1 each month to all contacts with personalised contentFeature Email</p><p>Sent wk. 2 each month to all contacts </p><p>Offers and Deals</p><p>Sent wk. 3 each month to all contacts </p><p>NPI Sent wk. 4 each month to all contacts </p><p>Source: Harriet Mitchell Smart Insights Digital Impact conference</p><p>An advanced B2B example</p></li><li><p>13 13</p><p>The RS NewsletterHero banner</p><p>Customised content: (Customer Profile) EDE (Electronic Design Engineers) Non-EDE (Electronic Design Engineers) Promo Excluded (Key and Corporates)</p><p>CLC Module</p><p>Customised content: (Customer Lifecycle) Nursery Development Acquisition</p><p>BEH ModuleCustomised content: (Behavioural data) Abandoned Baskets Browsed Not Bought Propensity to Buy (A recommendations </p><p>model) Top Sellers</p><p>Local Module</p><p>Product modules can vary in number and format. Maximum of 8 modules per email.</p><p>ProductModules</p><p>Optional modules for any local </p><p>activity/information.</p></li><li><p>14 14</p><p>Step 2. Create a lifecycle engagement plan B2B Before</p></li><li><p>15 15</p><p>Step 2. Create a lifecycle engagement plan B2B After </p></li><li><p>16 16</p><p>Step 3. Integrate with yourcontent marketing strategy</p></li><li><p>17 17</p><p>Define your content-led lead gen and nurture programme</p><p>REACH ACT CONVERT ENGAGE</p><p>Content type and aim</p><p>TOFUAwareness Engagement</p><p>MOFUEvaluationEngagement</p><p>BOFUPurchaseEngagement</p><p>ROFURetention/AdvocacyEngagement</p><p>B2B Examples</p><p> Hero lead-gen for cut-through Infographics</p><p> Webinars -education</p><p> Case studies Datasheets Independent</p><p>reviews Webinars - demos</p><p> ROI calculators Business case </p><p>download</p><p> Career development</p><p> Enewsletter </p><p>Distribution SEO Social Pop-ups and </p><p>Inline content</p><p> Email welcome Email nurture Enewsletter </p><p>personal Web </p><p>personalisation Livechat</p><p> Emails fromSales(Automated)</p><p> Webinars </p><p> Enewsletter Web </p><p>personalisation</p></li><li><p>18 18</p><p>Hero content prominent on site</p></li><li><p>19 19</p><p>Brainstorm new content ideas</p></li><li><p>20 20</p><p>Spotify: Personal + Community</p></li><li><p>21 21</p><p>Step 4. Start Small with a single campaign</p><p>SIMPLE Branded WELCOME with OVP</p></li><li><p>22 22</p><p>Next try a MULTISTEP WELCOME</p><p>CTR Response example: 0d:13% &gt; +2d:6% &gt; +1w: 8% </p></li><li><p>23 23</p><p>Or re-engage!</p></li><li><p>24 24</p><p>INTEGRATE WEB SENSE &amp; RESPOND </p></li><li><p>25 25</p><p>Step 5. Add Targeting</p></li><li><p>26 26</p><p>Example: segmented by roleOpen rate Clickthrough</p><p>rateBefore 20.0% 1.9%</p><p>After 18.9 27.4% 7.5% -20.6%</p></li><li><p>27 27</p><p>Dynamic content role specific</p><p>Tip: Use tags to trigger insertion as shown</p></li><li><p>28 28</p><p>Step 6. Get the frequency rightand automate nurture </p><p>Source: GetResponse</p></li><li><p>29 29</p><p>How to schedule a nurture like this</p><p>Source: GetResponse</p></li><li><p>30 30</p><p>Example nurturing emails that differentiate and encourage action</p><p>Source</p></li><li><p>31 31</p><p>Step 7. Add Lead scoring and grading</p></li><li><p>32 32</p><p>Lead scoring example</p></li><li><p>33 33</p><p>Step 8. Add Lead grading</p></li><li><p>34 34</p><p>i.e. Adding Profile fit to Interest or Intent</p><p>Lead scoring numeric</p><p>Lead grading(A-D)</p></li><li><p>35 35</p><p>Step 9. Measure and Optimise</p></li><li><p>36 36</p><p>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</p></li><li><p>37 37</p></li><li><p>38 38</p><p>Which Test Won ( </p></li><li><p>39 39</p><p>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)</p><p>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)</p></li><li><p>40 40</p><p> Embrace urgency, play on power of loss aversion, and offer something on top</p><p>Time-limited examples </p></li><li><p>41 41</p><p>ExampleAbandonedCartTest</p><p> 1. Generic branded follow-up email : +10% conversion rate.</p><p> 2. Personalised remarketing email with a promotional code for a 5% discount time limited to 72 hours: +100% conversion rate.</p><p> 3. Personalised remarketing email with a promotional code for a 5% discount time limited to 48 hours: +200% conversion rate.</p><p>Source: Smart Insights: Email re-marketing</p><p></p></li><li><p>42 42</p><p>Step 10. The Future: AI, Machine Learning and predictive analytics </p></li><li><p>43 43</p><p>Machine learning and predictive analytics example</p><p>Analysis of historicalTransactions and</p><p>customer profile data</p><p>Predictive scoringof prospects</p><p>and customers</p></li><li><p>44 44</p><p>Q&amp;A</p></li><li><p>45 45</p><p>Want more inspiration?</p><p></p><p></p></li></ul>


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