Download pptx - How to build a marketing automation plan - Tim Karpisek

Email marketing is all about thinking outside the inbox

How to build a marketing automation

planTim KarpisekBusiness development manager

M: 0032 497 60 15 93E: [email protected]


Marketing automation

explained in 2 dots



explained in 2 dots

Email marketing is all about thinking outside the inboxMarketing

automationMarketingprocess

automation

Marketingcommunications

automation

Marketingdata

automationWorkflowsReal-time marketingMulti-channel marketingLead nurturing programsDrip marketing

Lead scoringAnalytics & insightsPredictive analyticsTracking & taggingProgressive profiling

Conditional personalisationMarketing operations managementMarketing scalabilityQuality management & testing

The how-to-get-started

formula?

Budget Time Buy-in

+ +

A B C

A step-by-step guide to setting up marketing

automation

Execution Report Analyse Adapt3

Setup Technical Produce Implement2

Strategy GET TO BY1

Strategy - Setup - ExecutionGET TO BY

GET TO BY

Who is our target

audience?

What do they have to

do/think?

How are we going to do

this?

Suspect Lead MQL SQL Client

offline

online


Suspect Lead MQL SQL Client

Lead score low medium high qualified BASoffline

online


Personas


Reach Attract Convert Retain

brand brand

impact

time


impact

time



Source 1

Source 2

Source 3

Entry points


Source 1

Source 2

Source 3

Entry points


Source 1

Source 2

Source 3

Entry points

1 2 3 4 5

Click Y

Other Other Other Other


Source 1

Source 2

Source 3

Entry points

1 2

verified

Click Y

Other

OtherConfirmed

Other Other Other

Thank you Cross-sell

3 4 5


Source 1

Source 2

Source 3

Entry points

1 2

verified

Click Y

Other

OtherConfirmed

No confirm

Other Other Other


Reminder 1 Reminder 2

3 4 5


Source 1

Source 2

Source 3

Entry points

1 2

verified stop

Content flow pickup

Other activation

Click Y

Other

OtherConfirmed

No confirm

Other Other Other Other


Reminder 1 Reminder 2

3 4 5


GET TO BY

Contacts in the VTM database who have not registered the

VTM app

Create a VTM account

Showing the content & benefits

in sequence of activation e-mails


GET TO BYContacts who want

to renovate their electricity without

heavy breaking

Know about a plug-and-play product line

Sending personalised campaign based on

their timings and intention to renovate

Strategy - Setup - ExecutionTechnical produce implement

Content 1

Thank you 1

Retargeting 1 Retargeting 2

Thank you 2

2 3 4 5


IF not opened THEN

IF not clicked THEN

IF confirmed THEN

IF NOT confirmed THEN


Mails if AfterAction

Content_1not opened OR opened no click 3 Content_2opened, clicked, not registered 1 Retargeting_1opened, clicked, registered 0 Thankyou_1


Mails if after ActionCONVERSION_START not opened 3 CONVERSION_NO_01

opened, not clicked 3 CONVERSION_ONC_01opened, clicked, not registered 1 CONVERSION_OCNR_01opened, clicked, registered 0 VERIFICATION_01

CONVERSION_NO_01 not opened 4 CONVERSION_NO_02opened, not clicked 3 CONVERSION_ONC_01opened, clicked, not registered 1 CONVERSION_OCNR_01opened, clicked, registered 0 VERIFICATION_01

CONVERSION_NO_02 opened, not clicked 3 CONVERSION_ONC_01opened, clicked, not registered 1 CONVERSION_OCNR_01opened, clicked, registered 0 VERIFICATION_01not opened retargeting

CONVERSION_ONC_01 opened, clicked, not registered 1 CONVERSION_OCNR_01opened, not clicked 4 CONVERSION_ONC_02opened, clicked, registered 0 VERIFICATION_01

CONVERSION_ONC_02 opened, clicked, not registered 1 CONVERSION_OCNR_01opened, clicked, registered 0 VERIFICATION_01not opened retargeting

CONVERSION_OCNR_01 opened, clicked, not registered 0 retargetingopened, clicked, registered 0 VERIFICATION_01

Mails if after ActionACTIVATION_01 LF <>0 frequency flow

LF=0, SF=0 30 activationcampaign_NVLF=0, SF<>0 30 triggeredcampaign_SF

ACTIVATION_01_NVTM LF <>0 frequency flowLF=0, SF=0 30 activationcampaign_NVLF=0, SF<>0 30 triggeredcampaign_SF

ACTIVATION_01_VTMNSF LF <>0 frequency flowLF=0, SF=0 30 activationcampaign_NVLF=0, SF<>0 30 triggeredcampaign_SF

ACTIVATION_01_VTMSF LF <>0 frequency flowLF=0, SF=0 30 activationcampaign_NVLF=0, SF<>0 30 triggeredcampaign_SF

based on frequentie filteractivation flows triggeredcampaign_NV third Monday ACTIVATION=received AND LF=0 AND SF=0activation flows triggeredcampaign_SF first Monday AND third Monday ACTIVATION=received AND LF=0 AND SF<>0

Frequency flows Ambassador first Monday AND third Monday Persona=ambassadorFrequency flows High potential first Monday AND third Monday Persona=high potentialFrequency flows Potential third Monday Persona=potentialFrequency flows Low Potential third Monday Persona=low potentialFrequency flows Sleeper Persona=sleeper


Briefing

PlanningCopy

Design

HTML TestingFinalise

Other


Email marketing platform

Email Platform

+ features


platform

……


Salesforce buys

Exacttarget

Selligent buys

Optizen

Adobe buys Neolane

Oracle buys Responsys+

Eloqua

IBM buys Silverpop

2008 2013 2014 2020

Marketing technoloy

2016

Sitecore EP Marketo, Hubspot,

Strategy - Setup - ExecutionReport analyse adapt

CAMPAIGNREPORTIN

G

CUSTOMER

REPORTING

WEBREPORTIN

G

21 3


CAMPAIGNREPORTIN

G

CUSTOMER

REPORTING

WEBREPORTIN

G

21 3


CUSTOMER

REPORTING

2


WEBREPORTIN

G

3EMAIL REPORTING

Email sending Open Click

WEB REPORTING

Bounce rate

User path

Conversion


Last-click

Time-based

Algorythmic

100%

40%30%

15%10%5%

0% 0% 0% 0%

Conversion attribution


2017 2018

Launch Eval launch

adaptation 1

Eval adapat 1

adaptation 2

Eval adapat 2

adaptation 3

Strategy

Setup

Execution

GET TO BY

Technical Produce Implement

Report Analyse Adapt

1

2

3

A B C5% 5% 5%

15%

45%

25%

Thanks for listening, now let’s talkTim KarpisekBusiness development managerM: 0032 497 60 15 93E: [email protected]: @timkarpisek

Job opening: strategic

accountmanagerwww.raak.be