Tfma.25.2.14.final
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How to Upgrade Your Email Marketing to Marketing Automation What is marketing automation? Marketing automation applications Case studies
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Tfma.25.2.14.final
- 1. How to Upgrade Your Email Marketing to Marketing Automation Mark Patron 25th February 2014
- 2. 2 Agenda • What is marketing automation? • Marketing automation applications • Case studies
- 3. 3 Evolution of digital marketing Database Marketing Target best customers RFM data Direct mail CRM Direct mail targeting Lifestyle data Phone Digital Marketing Multichannel campaign management Transactional data Search Email ROI 1980’s 1990’s 2000’s 2010’s Marketing Automation Personalisation Event triggered Behavioural Data Mobile Social
- 4. 4 Why B2C marketing automation is growing As number of campaigns overtake available marketing dept. resources marketing automation and campaign management become necessary.
- 5. 5 Evolution of email marketing Starting Out Optimisation Marketing Automation Win by Volume Content Data Key Metrics List Size Send Volume Opens Clicks Conversions Engaged Subscribers Churn Key Activities Build list Send frequently Content Subject Lines Contact Strategy RFM Analysis Market Basket Analysis ESP selection Cost Deliverability Reporting Integration Segmentation Automation Segmentation None Basic Email - based Advanced Purchase history Web history Automation None Subscriber Welcome Series Abandon Cart Post Purchase Welcome Win Back Campaigns Cross Merchandising Reviews Source: Nathan Decker Evo.com at eTail West
- 6. 6 What do we mean by marketing automation? • Email marketing • Web analytics • Multi-channel • CRM integration • Landing pages • Campaign management • Reporting = Marketing automation
- 7. 7 Database is central to marketing automation Website Behaviour Email Engagement Database INPUTS OUTPUTS Email Mobile Social Call Centre Single customer view enables relevant marketing communications
- 8. 8 Database in more detail Marketing Automation Database 1 - 500m site visits per month 50 - 500 variables to choose from Database updated hourly Example variables Transactional: 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 Email Mobile Social Call centre
- 9. 9 Agenda • What is marketing automation? • Marketing automation applications • Case studies
- 10. 10 Marketing automation applications • Customer segmentation • Sales funnel management • Control email frequency • Triggered email • Customer lifecycle email • Campaign management • Multi-channel marketing
- 11. 11 Sales funnel lead management Lead scoring in B2B marketing Measuring customer engagement in B2C…
- 12. 12 Email engagement and frequency
- 13. 13 Triggered behavioural email gives best results Future email Traditional email
- 14. 14 Customer lifecycle behavioural email
- 16. 16 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”
- 17. 17 Email testing - usage & effectiveness Email marketers test the easy things, marketing automation makes it easier to test the more effective things such as better targeting
- 18. 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. 19 Agenda • What is marketing automation? • Marketing automation applications • Case studies
- 20. 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. 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. 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
- 23. 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
- 24. REDEYE 24 THANK YOU 26 Grosvenor Gardens Victoria London SW1W 0GT 020 7730 9958 www.redeye.com Visit us at Stand D9 Complete our quick survey on marketing automation to be in with a chance of winning £500 of Red Letter Day gift vouchers
Notas del editor
- Monarch wanted to find a way to produce a timely and relevant email campaign that would generate bookings. The company wanted to avoid bombarding customers/users with random special offers as they knew, if these emails were unwelcome they would damage both email reputation and brand reputation. The challenge was finding a way to extract users Monarch was sure were in the buying window. Using RedEye’s single customer view database, Monarch was able to capture data on what destinations users searched for on their website. On Monarch’s website users can search via flights, holiday or hotel. This information is stored in RedEye’s database and segmented by the exact destination searched. In total 18 airport destinations were stored (collected from flight searches) and 23 holiday destinations were stored (collected from hotel and holiday searches). For each of the chosen destinations 3 templates were devised each incorporating dynamic content specifically relevant to the destination the user had searched. All emails were automated. Template one (example 1) was sent the morning after a search was made. This email thanked the user for searching for their chosen destination on Monarch and encouraged them to continue to make a booking. Dynamic content used in this email included destination name (e.g. Thank you for searching for fares to Alicante), an image of the searched destination and a clear call to action regarding great deals to the chosen destination. If the user did not complete a booking after receiving this email a second email (example 2) was sent 3 days later providing further information on the benefits of booking with Monarch. As before, dynamic content used in the email included destination name in the opening line, an image of the destination, and the latest deals to the chosen destination. For any user who still did not book a third email was devised (example 3 ) sent 7 days after the search. As well as the dynamic content mentioned in the above emails, this email also incorporated further dynamic content, providing the user with alternative suggestions to other nearby destinations to what they originally searched (an extremely targeted, relevant and effective cross-sell). In all templates, landing URL’s were also dynamic, ensuring when users clicked through from the email they arrived on a page enabling them to easily make a booking to their chosen destination. The campaign proved to be extremely effective. The average open rate for the campaign was 56.53%, reaching over 70% on several occasions. The average CTR was 34.37%, reaching 44.62%. In two months the campaign achieved a click to sale conversion of over 6%, generating over 6000 bookings (nearly 100 bookings a day). The ROI for the campaign reached a tremendous 17,257%. Account Manager: Danni Hunt
- Monarch wanted to find a way to produce a timely and relevant email campaign that would generate bookings. The company wanted to avoid bombarding customers/users with random special offers as they knew, if these emails were unwelcome they would damage both email reputation and brand reputation. The challenge was finding a way to extract users Monarch was sure were in the buying window. Using RedEye’s single customer view database, Monarch was able to capture data on what destinations users searched for on their website. On Monarch’s website users can search via flights, holiday or hotel. This information is stored in RedEye’s database and segmented by the exact destination searched. In total 18 airport destinations were stored (collected from flight searches) and 23 holiday destinations were stored (collected from hotel and holiday searches). For each of the chosen destinations 3 templates were devised each incorporating dynamic content specifically relevant to the destination the user had searched. All emails were automated. Template one (example 1) was sent the morning after a search was made. This email thanked the user for searching for their chosen destination on Monarch and encouraged them to continue to make a booking. Dynamic content used in this email included destination name (e.g. Thank you for searching for fares to Alicante), an image of the searched destination and a clear call to action regarding great deals to the chosen destination. If the user did not complete a booking after receiving this email a second email (example 2) was sent 3 days later providing further information on the benefits of booking with Monarch. As before, dynamic content used in the email included destination name in the opening line, an image of the destination, and the latest deals to the chosen destination. For any user who still did not book a third email was devised (example 3 ) sent 7 days after the search. As well as the dynamic content mentioned in the above emails, this email also incorporated further dynamic content, providing the user with alternative suggestions to other nearby destinations to what they originally searched (an extremely targeted, relevant and effective cross-sell). In all templates, landing URL’s were also dynamic, ensuring when users clicked through from the email they arrived on a page enabling them to easily make a booking to their chosen destination. The campaign proved to be extremely effective. The average open rate for the campaign was 56.53%, reaching over 70% on several occasions. The average CTR was 34.37%, reaching 44.62%. In two months the campaign achieved a click to sale conversion of over 6%, generating over 6000 bookings (nearly 100 bookings a day). The ROI for the campaign reached a tremendous 17,257%. Account Manager: Danni Hunt
- Using RedEye’s fully integrated marketing automation platform, Sainsbury’s Bank used offline data to trigger multiple automated email campaigns. Using data collected through the offline purchase by customers using a Nectar card, Sainsbury’s Bank targeted opted-in users with a relevant insurance product via email marketing. For example, if a customer purchased pet food with their Nectar card an email would be sent to the customer promoting Sainbury’s pet insurance products. Average open rate 43.2%, average click through rate 11.6%, average conversion rate 6%. The success of the integrated campaign has led to Sainsbury’s Bank investing further in the strategy. Starting in February 2014, Sainsbury’s Bank will be increasing the number of trigger events and exploring new channels