The days of batch and blast email marketing campaigns are dead. Over. Done. As marketers, we know more about our email subscribers than ever before, so there is no longer a reason to not send timely, targeted, and valuable emails. But how do you get from batch and blast to automation? Listen in as DJ Waldow, Digital Marketing Evangelist at Marketo, presents a fun and eye-opening webinar that will show you how to automate your email marketing campaigns and achieve the best possible results. You will learn: -Why you should automate your campaigns -Examples of campaigns you're probably running today that could be automated tomorrow -How marketing automation can dramatically improve your email marketing

1. 4 Reasons to
Automate Your Email
Marketing Campaigns
DJ Waldow
October 28, 2013
© 2013 Marketo, Inc. Marketo Proprietary and Confidential

2. DJ Waldow (@djwaldow)
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Bronto. Blue Sky Factory. Waldow Social.
Marketo – Digital Marketing Evangelist
8th grade
The Rebel’s Guide to Email Marketing
The Definitive Guide to Engaging Email Marketing.
“Best practices are those that are best for YOUR audience.”
Lover of beer, coffee, and people.
#GOBLUE
Eva, Cal, K-Dawg
Page 2
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential

3. Answers.
Yes
Page 3
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential

4. Answers.
Yes
Yes
Page 4
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential

5. Answers.
Yes
Yes
#automate
Page 5
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential

6. Answers.
Yes
Yes
#automate
@marketo / @djwaldow
Page 6
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential

7. Over the next ~39 minutes …
• Why Automate?
• 4 Campaigns You SHOULD Be
Automating
• Answers to ALL of your questions!
© 2013 Marketo, Inc. Marketo Proprietary and Confidential

8. Why Automate?
© 2013 Marketo, Inc. Marketo Proprietary and Confidential

11. Tactics to Increase Email Engagement
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© 2013 Marketo, Inc.
Marketo Proprietary and Confidential

12. Tactics to Increase Email Engagement
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© 2013 Marketo, Inc.
Marketo Proprietary and Confidential

13. Triggered Emails Perform Better!
Source: Smart Insights
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© 2013 Marketo, Inc.
Marketo Proprietary and Confidential

14. Triggered Emails Perform Better!
BAU = Business As Usual
Source: Smart Insights
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© 2013 Marketo, Inc.
Marketo Proprietary and Confidential

15. The Old Way
Triggered
Engagement
Lift
21.7%
Open %
34.0%
57%
Click to
Open %
23.4%
Click to
Open %
37.1%
59%
Click %
5.1%
Click %
12.6%
147%
Open %
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© 2013 Marketo, Inc.
Marketo Proprietary and Confidential

16. Page 16
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential

17. CHANGE THE
CONVERSATION
based on a trigger
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© 2013 Marketo, Inc.
Marketo Proprietary and Confidential

20. 5x higher
open rates
Source: Experian
© 2013 Marketo, Inc. Marketo Proprietary and Confidential

21. 4x higher
click rates
Source: Experian
© 2013 Marketo, Inc. Marketo Proprietary and Confidential

22. 10x higher
revenue
Source: Experian
© 2013 Marketo, Inc. Marketo Proprietary and Confidential

23. Page 23
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential

24. Page 24
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential

25. Welcome To The
Upworthiest. Turn On
Your Images And
Buckle Your Seatbelt
Page 25
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential

26. Page 26
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential

27. Page 27
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential

28. Page 28
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential

29. Page 29
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential

30. Welcome to Club Orchard!
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© 2013 Marketo, Inc.
Marketo Proprietary and Confidential

31. Register your Club Orchard account now and
receive a $5 off $25 coupon
Page 31
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential

32. Welcome Series
New Customer
Page 32
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential

33. CHANGE THE
CONVERSATION
based on a trigger
Page 33
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential

34. CHANGE THE
CONVERSATION
based on a trigger
Page 34
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential

35. Set up once.
Create open/buy habit early.
Learn valuable information about
new customer.
Make more money (!)
Page 35
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential

36. Remail
© 2013 Marketo, Inc. Marketo Proprietary and Confidential

37. Resending an email to
a group of people who
have (or have not)
take some action
© 2013 Marketo, Inc. Marketo Proprietary and Confidential

38. “Remailing is like
printing money.”
-A Bronto client
© 2013 Marketo, Inc. Marketo Proprietary and Confidential

39. Just for you. Save 15% on your entire order.
Page 39
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential

40. Last Chance! Save 15% on your entire order.
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© 2013 Marketo, Inc.
Marketo Proprietary and Confidential

41. Tees from $15: ends today
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© 2013 Marketo, Inc.
(10:20 AM PT)
Marketo Proprietary and Confidential

42. Hours left to save! (3:34 PM PT)
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© 2013 Marketo, Inc.
Marketo Proprietary and Confidential

46. Low Effort
High Return
Easily Repeatable
Lights Out
© 2013 Marketo, Inc. Marketo Proprietary and Confidential

47. Post-purchase
transactional email
© 2013 Marketo, Inc. Marketo Proprietary and Confidential

48. Generally see
higher open and
click-through rates.
© 2013 Marketo, Inc. Marketo Proprietary and Confidential

49. BUT …

51. INSTEAD …
© 2013 Marketo, Inc. Marketo Proprietary and Confidential

52. Your SkyMall Order Confirmation +Special Offer
Page 52
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential

53. Your SkyMall Order Confirmation +Special Offer
Page 53
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential

54. Your SkyMall Order Confirmation +Special Offer
Page 54
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential

56. Post-Purchase Series
Post-Review Series
Page 56
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential

57. Highly personalized.
Continue to engage.
Get reviews. Upsell/Crosssell. Etc.
Page 57
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential

58. Automate Your
Metrics
© 2013 Marketo, Inc. Marketo Proprietary and Confidential

59. © 2013 Marketo, Inc. Marketo Proprietary and Confidential

60. Page 60
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential

61. Engagement dashboard
provides instant insight into
nurturing effectiveness
Page 61
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential

62. See how a program, Smart
Stream, or individual content
is engaging prospects and/or
customers over time
Page 62
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential

63. Highly actionable metrics
1
Spot a trend
Page 63
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential

64. Highly actionable metrics
2
Target low
performers
1
Spot a trend
Page 64
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential

65. Highly actionable metrics
2
Target low
performers
3
Remove, or edit
low performers
1
Spot a trend
Page 65
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential

66. Highly actionable metrics
2
Target low
performers
3
Remove, or edit
low performers
1
Spot a trend
4
Reverse the trend
Page 66
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential

67. Know exactly when you’ll run
out of content – so you can
keep the conversation going.
Page 67
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential

68. Don’t guess …
TEST!
© 2013 Marketo, Inc. Marketo Proprietary and Confidential

74. DJ Waldow
@djwaldow
© 2013 Marketo, Inc. Marketo Proprietary and Confidential