The power of e-mail marketing automation
Matt Crole-Rees, Head of ECRM,Confused.com
E-mail automation
E-mail automation
In case over £200m of advertising hasn’t worked
We compare car insurance And over 50 other products
Competitive Market
We face some big challenges
Low engagement sector Insurance is a once a year purchase PPC is getting more expensive and Google
dominates TV, radio and other ATL media don’t come cheap! Mobile is growing People are lazy!
All campaigns 100% automated
All your channel tags in one area All campaigns run through one platform Track your customers everywhere they go Know every action they take Real time data and reporting across all products Attribution model in place MI in one place
All campaigns 100% automated
All your channel tags in one area All campaigns run through one platform Track your customers everywhere they go Know every action they take Real time data and reporting across all products Attribution model in place MI in one place
All campaigns 100% automated
All your channel tags in one area All campaigns run through one platform Track your customers everywhere they go Know every action they take Real time data and reporting across all products Attribution model in place MI in one place
All campaigns 100% automated
Where we’re at
Email marketing experts to run campaigns in house Insight/BI function Content/editorial team Integration with customer support A good ESP – Ebay Enterprise Solutions Design resource IT resource Endless differing ways at measuring performance
What does it mean for us
Welcome new customers - automated Transactional emails - automated Renewal emails - automated
Solus email campaigns – partially automated Fortnightly newsletters Get the customer engaged in conversations Reinforce our brand
What you can expect to learn about automation today
Fully integrated system or not, there are things you can do Where you should focus your efforts Automation doesn’t mean just sit back and relax Don’t lose control
E-mail automation – Rule #1
Keep the geeks on side!
The more data you have or collect as you go, the more automated AND relevant you can be
If you’ve got an ESP get them on board and integrated
E-mail automation – Rule #2
What data are you collecting and what are you using it for?
Significant dates/timing Behavioural – interested in certain products, showed intent? Ways to personalise what customers receive and how you communicate it
E-mail automation – Rule #3
Who? What? Where? When? Why? How?
E-mail automation – Rule #4
Prioritise the important campaigns
50% uplift 9% uplift
Some examples for you
Auto- renewal emails
Car insurance is a once a year purchase We know your renewal date We know all the details you gave us last year for your insurance quote
Auto- renewal emails
Car insurance is a once a year purchase We know your renewal date We know all the details you gave us last year for your insurance quote
#Winner
Renewal chaser
Who? What? Where? When? Why? How?
Quote 3 day chaser
Who? What? Where? When? Why? How?
Don’t stop there!
Subject line performance
-‐ Subject lines make a BIG difference -‐ Personalisa9on works
Don’t have all this data?
Welcome Emails
Think about how else you can get relevant data at the right time?
Still don’t have the data and still can’t automate?
Use what you have learnt about your campaigns
Categorise your emails
What type of emails did you send? Product Demographic Message
Use results to create bespoke behavioural pots for building audiences More relevant Quicker build time
How Reactive Are You?
Feb 6th, Halifax went to the top of the balance transfer tables
200 minutes later Barclaycard fought back to 31 months– the longest the UK has ever seen
How Reactive Are You?
How Reactive Are You?
Being first to market with new news is key
ROI can more than DOUBLE
1. How quickly can you get a new campaign out?
2. Is your ESP full service – chances are you aren’t reactive enough
3. Do you have the right expertise internally?
4. Do you have segments you can quickly call on to build audiences?
Lessons to live by
Geeks are cool Data is ICE cool Prioritise where you can automate Content is king Personalise what you can Never get complacent Make time for subject lines Track what you can – you may learn more than you
think
Any questions
THANK YOU FELLOW GEEKS