4 reasons to automate your email marketing campaigns

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

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Page 1: 4 Reasons to Automate Your Email Marketing Campaigns

© 2013 Marketo, Inc. Marketo Proprietary and Confidential

4 Reasons to

Automate Your Email

Marketing Campaigns

DJ Waldow

October 28, 2013

Page 2: 4 Reasons to Automate Your Email Marketing Campaigns

Page 2

© 2013 Marketo, Inc. Marketo Proprietary and Confidential

DJ Waldow (@djwaldow)

• 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

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Answers.

Yes

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Answers.

Yes

Yes

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Answers.

Yes

Yes

#automate

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Answers.

Yes

Yes

#automate

@marketo / @djwaldow

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Over the next ~39 minutes …

• Why Automate?• 4 Campaigns You SHOULD Be

Automating• Answers to ALL of your questions!

Page 8: 4 Reasons to Automate Your Email Marketing Campaigns

© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Why Automate?

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Tactics to Increase Email Engagement

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Tactics to Increase Email Engagement

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Source: Smart Insights

Triggered Emails Perform Better!

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Source: Smart Insights

Triggered Emails Perform Better!BAU = Business As Usual

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential

The Old WayTriggered

EngagementLift

Open % 21.7% Open % 34.0% 57%

Click to Open %

23.4%Click to Open %

37.1% 59%

Click % 5.1% Click % 12.6% 147%

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential

CHANGE THE

CONVERSATION

based on a trigger

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential

5x higher

open ratesSource: Experian

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential

4x higher

click ratesSource: Experian

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential

10x higher

revenueSource: Experian

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Welcome To The

Upworthiest. Turn On

Your Images And

Buckle Your Seatbelt

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Welcome to Club Orchard!

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Register your Club Orchard account now and

receive a $5 off $25 coupon

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Wel

com

e Se

ries

New

Cu

stom

er

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential

CHANGE THE

CONVERSATION

based on a trigger

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential

CHANGE THE

CONVERSATION

based on a trigger

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Set up once.

Create open/buy habit early.

Learn valuable information about

new customer.

Make more money (!)

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Remail

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Resending an email to

a group of people who

have (or have not)

take some action

Page 38: 4 Reasons to Automate Your Email Marketing Campaigns

© 2013 Marketo, Inc. Marketo Proprietary and Confidential

“Remailing is like

printing money.”-A Bronto client

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Just for you. Save 15% on your entire order.

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Last Chance! Save 15% on your entire order.

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Tees from $15: ends today (10:20 AM PT)

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Hours left to save! (3:34 PM PT)

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Low Effort

High Return

Easily Repeatable

Lights Out

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Post-purchase

transactional email

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Generally see

higher open and

click-through rates.

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BUT …

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential

INSTEAD …

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Your SkyMall Order Confirmation +Special Offer

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Your SkyMall Order Confirmation +Special Offer

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Your SkyMall Order Confirmation +Special Offer

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Post

-Pu

rch

ase

Seri

esPo

st-Review

Series

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Highly personalized.

Continue to engage.

Get reviews. Upsell/Cross-

sell. Etc.

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Automate Your

Metrics

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Engagement dashboard

provides instant insight into

nurturing effectiveness

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential

See how a program, Smart

Stream, or individual content

is engaging prospects and/or

customers over time

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Spot a trend

1

Highly actionable metrics

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Spot a trend

1

Highly actionable metrics

Target low

performers

2

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Spot a trend

1

Highly actionable metrics

Target low

performers

2

Remove, or edit

low performers

3

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Spot a trend

1

Highly actionable metrics

Target low

performers

2

Remove, or edit

low performers

3

Reverse the trend

4

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Know exactly when you’ll run

out of content – so you can

keep the conversation going.

Page 68: 4 Reasons to Automate Your Email Marketing Campaigns

© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Don’t guess …

TEST!

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential

DJ Waldow@djwaldow