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How to Upgrade Your Email Marketing
to Marketing Automation
Mark Patron 2nd April 2014
2
Agenda
• What is marketing automation?
• Marketing automation applications
• Case studies
3
Evolution of marketing automation
Database
Marketing
Target best
customers
RFM data
Direct mail
CRM
Direct mail
targeting
Lifestyle data
Phone
Digital
Marketing
Multichannel
campaign
management
Transactional
data
Search
ROI
1980’s 1990’s 2000’s 2010’s
Marketing
Automation
Personalisation
Event triggered
Behavioural
Data
Mobile
Social
4
Why B2C marketing automation is growing
As number of campaigns overtake available marketing dept. resources
marketing automation and campaign management become necessary
5
Evolution of email marketing
Starting Out Optimisation Marketing Automation
Win by Volume Content Data
Key Metrics List SizeSend Volume
OpensClicks
ConversionsEngaged SubscribersChurn
KeyActivities
Build listSend frequently
ContentSubject Lines
Contact StrategyRFM AnalysisMarket Basket Analysis
ESPselection
Cost DeliverabilityReporting
IntegrationSegmentationAutomation
Segmentation None BasicEmail - based
AdvancedPurchase historyWeb history
Automation None Subscriber Welcome SeriesAbandon Cart
Post Purchase Welcome Win Back CampaignsCross MerchandisingReviews
Source: Nathan Decker Evo.com at eTail West
6
What do we mean by marketing automation?
• Email marketing
• Web analytics
• Multi-channel
• CRM integration
• Landing pages
• Campaign management
• Reporting
= Marketing automation
7
Database is central to marketing automation
Website Behaviour
Email Engagement
Database
INPUTS OUTPUTS
Mobile
Social
Call Centre
Single customer view
enables relevant
marketing
communications
8
Database in more detail
Marketing Automation
Database
1 - 500m site visits per month
50 - 500 variables to choose from
Database updated hourly
Example variablesTransactional: sales, registrations, accessories
Demographic: gender, DOB, family
Email Engagement: sent, bounce, open, click
Behavioural: products viewed,
preferred categories, reviews, linked products,
preferences, insurance
Campaign: search phrase, source site
INPUTS OUTPUTS
Website
behaviour
Email activity
DM activity
Call centre
Transactional
Offline database
Campaign data
Social media
Surveys
Mobile
Social
Call
centre
9
Agenda
• What is marketing automation?
• Marketing automation applications
• Case studies
10
Marketing automation applications
• Customer segmentation
• Sales funnel management
• Control email frequency
• Triggered email
• Customer lifecycle email
• Campaign management
• Multi-channel marketing
11
Segmentation and targeting - email testing
Email marketers test the
easy things, marketing
automation makes it
easier to test the more
effective things such as
better targeting
12
Sales funnel lead management
Lead scoring in B2B marketing
Measuring customer engagement in B2C…
13
Email engagement and frequency
14
Triggered behavioural email gives best results
Future email
Traditional email
15
Customer lifecycle behavioural email
16
Campaign management
17
More accurate data = better targeting
Email marketing:
• Jane Taylor opened the email
and clicked on link 214/A.
Marketing automation:
• Jane Taylor opened the email and
clicked on link 214/A.
• She first went to the website 4 months
ago and 5 visits later registered.
• She has visited 3 pages on product
XYZ and 2 pages on product ABC.
• 2 of those visits have been as a result
of the search term “low cost XYZ” and 2
visits as a result of “best quality ABC”
18
How to implement cost effectively
• Think big, start small and move fast
• To de-risk B2C marketing automation implementation use a phased
approach, for example:
1. Start with two or three email triggers to prove ROI. For example
basket and browser abandonment. Cost £2k to £3k/month
2. Once the first trigger emails have proven their value the next phase
is to add more triggered emails
3. Consolidate your email marketing on one marketing automation
platform
4. Start to combine other channels such as SMS and call centre
5. Personalise website content so it is more relevant to the consumer
19
Agenda
• What is marketing automation?
• Marketing automation applications
• Case studies
20
Monarch
Monarch incorporated dynamic
content triggered by online search
into a behavioural email campaign.
• 56.53% open rate
• 34.37% CTR
• 6% conversion
• 17,257% ROI
21
Cosmos
1. Abandon search
2. Abandon search follow up
3. Abandon booking
4. Ancillary (holiday extras)
5. Concierge
6. Welcome home
7. Anniversary
Using RedEye’s integrated database Cosmos was able target their
customers based on different types of online behaviour:
Despite behavioural emails only accounting for 4% of email volume,
50% email revenue now comes from these campaigns
22
Sainsbury’s Bank
Using data collected through the offline purchase by customers using a
nectar card, Sainsbury’s Bank was able to target opted-in users with a
relevant insurance product via email marketing.
• 43.2% open rate
• 11.6% click through rate
• 6% conversion rate
Summary
• The future of digital and email marketing is relevant
communications:
• Right offer, right person, right time, right channel
• Relevance is achieved through:
• Personalisation, segmentation and targeting
• Behavioural data
• The enabling technologies are:
• Marketing automation
• A good database
REDEYE
24
THANK YOU
26 Grosvenor Gardens
Victoria
London
SW1W 0GT
020 7730 9958
www.redeye.com