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Email Marketing Automation Simplified - Increase your ROI
How can you easily and effectively utilise
email marketing automation to your
brand's advantage?
Paul Jarczynski
London, May 2016
The definition of personalization in email has
grown far beyond simply using the recipient’s
name in the subject line of the message.
John, don’t miss out on this great offer!
or
Anna, download our latest White Paper
This type of personalisation, whilst highly
effective, simply cannot be used in more
than 1 in 5 campaigns.
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In 2016 it’s all about using every
piece of information you have at
hand about your subscribers to
create the most highly
personalized content possible.
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“You take the blue pill - the story ends, you wake up in your bed and believe whatever you want to
believe. You take the red pill - you stay in Wonderland and I show you how deep the rabbit-hole goes”
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It is up to you as to how you embrace email automation. You can setup the basics or you
can go all out, think out the box, put in a big effort and really reap the rewards.
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FreshMail integrates with a multitude of systems…
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FreshMail integrates with a multitude of systems…
Google Analytics is the most commonly
used tool to automate
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FreshMail integrates with a multitude of systems…
But you can also use a variety of complex
trackers and remarketing systems
Google Analytics is the most commonly
used tool to automate
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Who uses
Google Analytics?
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6-18 monthssometimes must elapse before the "lead" will be ready to go further
down the sales funnel
With B2B and email marketing, the goal
isn’t to make a sale by email but rather
to keep the relationship moving
forward, keep yourselves in their mind,
and differentiate your product or
service.
You should be looking to draw your
prospect further down the sales funnel…
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2-3 months in ecommercesometimes must elapse before the "lead" will be ready to go further
down the sales funnel
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Google Analytics
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Google Analytics
Primarily displays
quantitative data
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You need to pair this quantitative data from Google with your
FreshMail account in order to reap the benefits
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FreshMail is able to use anonymous data, and with a careful bit
of processing it ceases to be so anonymous
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You do need to bare in mind that when using a free GA account
this data can take 24-72 hrs to appear
Place tracking codes
on the pagePrepare the text of
the autoresponders
FreshMail automatically
sends autoresponders to
people who viewed
certain pages
Code One
Code Six
Code Three
Code Two
Code Four
Code Five
Code One
Code Three
Code Two
Code Five
Code One
Code Two
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Google Analytics
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Pair your FreshMail
(FM) account with
your Goggle Analytics
account (GA)
Stage 3 is to send
our newsletter to
our customer base
After clicking the
link in the email
the customer hits
our website
GA provides the
information to FM
about which goals
were completed
Now we jump into
GA to set our
goals
With the help of FM you
send the newsletter to the
segment that completed
the goal
FM sends a
predefined
autoresponder
1. 2. 3.
4.
5.6.7.
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You can download a pdf
file with a full set of easy
to follow integration
instructions from our
website
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A well prepared base of subscribers
✓Operate on a single address list.
✓Have the personas defined by segments and
additional fields
✓Complete the list with new entries and update any
changes to subscriber status
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Persona or archetypes of
our customers.
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P1 - Subscriber - Fresh P2 - Subscriber P3 - Free account P4 - Client
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P1 - Subscriber - Fresh P2 - Subscriber P3 - Free account P4 - Client
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P1 - Subscriber - Fresh P2 - Subscriber P3 - Free account P4 - Client
Email Persona 1 Persona 2 Persona 3 Persona 4 Name Other Other
[email protected] 0 0 0 1 Paul … …
[email protected] 0 0 1 0 Mike … …
[email protected] 1 0 0 0 Anna … …
… … … … … … …
A well-prepared base of subscribers.
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Email Persona 1 Persona 2 Persona 3 Persona 4 Name Other Other
[email protected] 0 0 0 1 Paul … …
[email protected] 0 0 0 1 Mike … …
[email protected] 0 0 1 0 Anna … …
… … … … … … …
A well-prepared base of subscribers.
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To easily update the database you can use our API:
http://freshmail.com/developer-api/description-of-api/
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Price List
Who is browsing this
page?
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Price List
- Potential Clients
- Existing Clients
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Potential Clients
• Newsletter Subscribers
Only
• If they are browsing
prices maybe they are
looking for a product /
services
• It is worth preparing a
special time limited
offer
• Test Account
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Exisiting Clients
• We know who our
client is
• If they are browsing
prices maybe your
competitors have been
targeting them
• It is worth reaching out
to them and ensuring
everything is okay
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Here we can create new goals
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Potential Clients Existing Clients
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What do you think about
users who land on your
contact page?
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If these are subscribers and
not clients that means you
have a hot lead…
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If they are existing clients you
have to listen carefully to what
they have to say to you!
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If someone is browsing a lot
of your product information and
is not yet your client…
it’s a hint for you that
something is going on
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If someone is browsing a lot
of your product information and
is your client…
it’s a hint for you that
something is going on
What do you think
about users who enter
your help pages?
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/(.*)/somethingsomething/(.*)
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Some Christmas
cheer that also
has educational
benefit…
/(.*)/*somethingsomething*/(.*)
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On websites time spent by a
user on individual pages and
the site as a whole are key
indicators of heavy
interest…
How do you identify the
juiciest hanging fruit that are
ripe and ready for picking?
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Personally I recommend you set up the values twice as high as the average
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✓You need to insure you are creating
advanced, quality, rich in content newsletters.
✓Don’t be afraid to ask for your clients opinions,
approach those you have a good relationship
and make sure you’re providing emails they
want to read and engage with!
These are only a few examples, the possibilities are unlimited…
Don’t be afraid to experiment!
Come and talk to us for further information & inspiration!71
