Driving email automation ROI with triggered emails

@adestra adestra.com

Driving email automation ROI with triggered emails


Welcome!

• You can hear us, we can’t hear you• There will be time for questions at the end• Tweet us @adestra


Adestra have been empowering their clients to maximize marketing ROI through email-driven technology for over 10 years. Our flexible account structure, obsession with customer success, and award-winning service have gained the trust of global and growing brands alike.

We were founded on the principle that marketing success takes more than technology, and that’s why customer service is at the heart of our business. We’re not just Software as a Service, we’re Software AND a Service.

About Adestra



Introducing AdestraPage 4

Our obsession is to make our customers successful by delivering the right email-driven technology and awesome customer service.

We bring clarity to complexity.

@adestra adestra.com@adestra adestra.com

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Dani has over 10 years’ experience working in digital marketing both client and agency side.

As Customer Success Manager at Adestra, Dani is obsessed with helping clients leverage the MessageFocus platform to meet and exceed their marketing goals.

@DaniAtAdestra


Which three areas of email marketing do you really need to focus on in 2015?

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B2C marketers who are using automation have seen conversion rates as high as

50%. Source: eMarketer “Email Marketing Benchmarks” (2013)


80% of marketing automation users saw their number of leads increase, and 77% saw the number of conversions increase.

Source: VB Insight “Marketing Automation, how to make the right buying decision” (2015)


ChallengesPage 9

“Understanding where to focus. We have plenty of ideas, the question is more how do we prioritise them in terms of business ROI and technical ease.”

“Although we know what we want to do – it is all in an ideal world. Data sits in different places and to integrate it would take significant

investment, which a small company doesn’t have.”

Source: Email Marketing Industry Census 2015


Creating your email automation strategy

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What you need to get startedPage 11

An email service provider that supports:• triggered messages • automated tasks• robust analytics.


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Campaign-Centric ApproachPage 13

• Come up with an offer

• Put in the calendar• Design a campaign• Send it out


…it’s a numbers gamePage 14

1-3% convert

£Thrown back for

re-acquisition.

97- 99% ignored…or annoyed





1. Create a profile2. Design an experience3. Communicate with them

in a relevant and timely way

1. Come up with an offer2. Design a campaign3. Send it to everyone

Campaign-First Customer-First


Engagement

Convert

Re-activate

Lapsed program

Re-engage

Re-permission

Capture email and permission

Relationship

£

Welcome

Trial nurture

Renewal Cross-sell

News Update

New issue or content alert

Satisfaction survey

Acquire


Welcome


Automated Welcome Email

Unique Open Rate: 72%Conversion Rate: 33%Revenue per Email Sent: £12.59


Automated Progressive Profiling


Automated Progressive Profiling


Automated Nursery Program


Nursery Program Results

Email 1Subject line: How to make the perfect coffee

Unique Open Rate: 61%

Email 2Subject line: Recycling your capsules

Unique Open Rate: 62%

Email 3Subject line: Discover the story behind your coffee...

Unique Open Rate: 38% (up from 32%)


Trial Nurture


Open Rates: 40-50%


Re-purchase and Cross-Sell


Subject line:

It’s time to buy Nemaslug

ResultsUnique Open Rate: 45%Click-to-Sale Rate: 47%Increase in sales YoY: 50%


Subject line:

Your Mango is 1 year old! Say Happy Birthday with 10% off

ResultsUnique Open Rate: 56%Click-to-Sale Rate: 22%ROI: 2337%


Abandoned Basket


Average basket value recaptured: £500


Pre- and Post- Event Programs


Subject line:

Help us shape the future of BIM Show Live

ResultsOpen Rate: 35%CTOR: 55%


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Subject line:

Stay Connected

ResultsOpen Rate: 31%CTOR: 19%


Post-Event Program


Re-engagement


Increased size of active database by 15%Boosted advertising revenue by 29%


Let’s get started

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Automation Top Tips

• Know what your internal capabilities are• Technology available• Team capacity and skills

• Set objectives• Think about governance • Evergreen content


Objective SettingPage 41

What metrics can you use to measure email automation performance?

• Conversion rate• Revenue per email• Leads generated• Cost per lead• Revenue generated• Click-through rate• Open rate• Active user base


Objective Setting

Your Objectives (SMART) Current Result

Timeframe

1 Increase trial conversion rate to 20% 16% 6 months

2 Increase subscription renewal rate to 80% 77% 6 months

3 Increase active database by 20% 210,000 12 months


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Retu

rn o

n In

vest

men

t

Prioritise

Priority 2:More Planning/Effort

Priority 1:Quick Wins

Priority 4:Can be dropped

Priority 3:For Consideration

Ease of Implementation

£££

£

HARD EASY


Program Timeline

APR MAY JUN JULJAN FEB MAR AUG SEPT OCT NOV DEC

2015

Quick Sign-up Responsive Design Template

Cross-Sell

Re-engage

Re-permission

WELCOME

JAN FEB

2016

Trial Nurture

Preference Centre

Post-Event survey


In Summary

• Start small• Think customer-first• Use a lifecycle model to plan your journeys• Set objectives• Prioritise and create a roadmap• Review and optimize


Questions

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Thank you
