oro london meetup - dotmailer: faster, smarter, better, email marketing
Post on 06-Jan-2017
81 Views
Preview:
TRANSCRIPT
Faster. Smarter.Better.Set new goals for your email marketing@TinkTaylor
Oro London Meet up, Oct 20th 2016
2 | Faster. Smarter. Better | @TinkTaylor @dotmailer
What I’ll be talking about…
• Email is the digital key.• Being Faster. Smarter. Better.• How to move the need of success• Share some client successes
3 | Faster. Smarter. Better | @TinkTaylor @dotmailer
Tink Taylor, Founder & President of dotmailer
“I describe dotmailer as NASA technology with a Fisher Price interface. It’s now a mantra for our product development.”
4 | Faster. Smarter. Better | @TinkTaylor @dotmailer
“It took four days to run profiles & import the relevant data to our email platform using an external agency. Now this process has been
automated in dotmailer it takes just six minutes to build a list.”
Marketing Director, ODEON Cinemas
4 days to 6 minutes
5 | Faster. Smarter. Better | @TinkTaylor @dotmailer
Marketing channels grow & grow!
Traditional print Broadcast media Explosion of choice
So some conclude…
6 | Faster. Smarter. Better | @TinkTaylor @dotmailer
That email is dead!
7 | Faster. Smarter. Better | @TinkTaylor @dotmailer
No! Email is loved by all
• Consumers
• Merchants
• Marketers
• B2B & B2C
• Agencies
• SME & Enterprise
• Public & Private Sector
8 | Faster. Smarter. Better | @TinkTaylor @dotmailer
Email is the digital key
9 | Faster. Smarter. Better | @TinkTaylor @dotmailer
That unlocks social media & much much more!
Email is the digital key…
Not having an email address is the equivalent of being digital homeless!
10 | Faster. Smarter. Better | @TinkTaylor @dotmailer
That reaches all audiences
DMA research, email is the preferred mode of brand marketing for consumers in every bracket
Email is the digital key…
11 | Faster. Smarter. Better | @TinkTaylor @dotmailer
that delivers incredible ROI• Marketers rate
channels in terms of return on investment
• Email scored top
Email is the digital key…
12 | Faster. Smarter. Better | @TinkTaylor @dotmailer
But what can I do to move the needle?
I want to be Faster, Better, Smarter!
13 | Faster. Smarter. Better | @TinkTaylor @dotmailer
#1 Be Faster.
14 | Faster. Smarter. Better | @TinkTaylor @dotmailer
#1. Be Faster.
Digital marketers are time poor
‘Marketing Technology Adoption Survey’ of 450 digital marketers
• The biggest challenge: lack of time• Followed by inadequate tools
* Not dotmailer customers
Tools that empower marketers move the needle
15 | Faster. Smarter. Better | @TinkTaylor @dotmailer
#1. Be Faster.
Work on your business. Not in your business• Add automation over time
• Test & refine.
• Put saved time into your analysis & strategy.
16 | Faster. Smarter. Better | @TinkTaylor @dotmailer
#1. Be Faster.
• Manage all stages of automation
• Powerful & sophisticated
• Start small & scale quickly
• Integrate quickly with best-of-breed
• Works for corporates & SMEs
• B2B & B2C
Marketing automation with email at its core empowers!
17 | Faster. Smarter. Better | @TinkTaylor @dotmailer
Consider the cost of
• Time taken to use the platform
• Getting the data in & out
• Opportunity costs
• Outgrowing system & learning new tools
Ensure you count the true cost of email#2 - Be Smarter
18 | Faster. Smarter. Better | @TinkTaylor @dotmailer
#2Be smarter.
CRM dataINCLUDING
eCommerce dataINCLUDING
Content& OTHER ASSETS
Social dataINCLUDING
OnlineWEB & EMAIL
SystemsDATABASES & LEGACY
World-class integrations & connections make it fastand easy for your data to be pulled into dotmailer
Put all of your data to work#2 - Be Smarter
Our multi-channel marketing automation platformempowers marketers with the tools they need.
Campaign creation
Audience segmentation
Analytics & Reporting
Predictive insight
Customer profiling
Social profiling
Lead scoring
Decision selection
Hyper personalisation
Transactional messaging
Dynamic content
Automation
ComputersTABLETS & DESKTOPS
MobileCALLS, SMS, MESSAGING
Sales TeamsCRM USERS & CALL CENTRES
The Cloud& 3RD PARTY SYSTEMS
OnlinePERSONALISATION
ApplicationsDATABASES, WAREHOUSES
Sending personalized, dynamic messages to a variety of channels & applications, creates a truly great customer experiences
22 | Faster. Smarter. Better | @TinkTaylor @dotmailer
#2 - Be Smarter
Source – dotmailers ’email list acqusition cheatsheet
Everybody wants a big list Tactics you could use to grow your list include:
Add a popover
Create resource for lead gen
Use social media & video channels
Survey your customers & prospects
Offer incentives
Host an event
Ask those who call or visit to leave an email
In store activity & e-receipts
Loyalty scheme
Never buy an email list
23 | Faster. Smarter. Better | @TinkTaylor @dotmailer
#2 - Be Smarter
Its not the size of your list, but how you use it.
1,000,000Email list size
1%OPEN RATE
10,000No. of opens
1%CLICKTHRU
100No. of clickers
1%BUYON SITE
1No. who buy
24 | Faster. Smarter. Better | @TinkTaylor @dotmailer
#2 - Be Smarter
But don’t over segmentRemember its not all about percentages or Click Through Rates.
Ultimately it’s total revenue and engagement we want to drive
1,000No. of opens
20%OPENRATE
100No. of clickers
1%BUYON SITE
1No. who buy
5,000Segmented list goes
from 1,000,000 to 5,000
10%CLICKTHRU
25 | Faster. Smarter. Better | @TinkTaylor @dotmailer
#2 - Be Smarter
Send more Email (with Intelligence)
26 | Faster. Smarter. Better | @TinkTaylor @dotmailer
You have to be in the inbox to win the inbox
#2 - Be Smarter
27 | Faster. Smarter. Better | @TinkTaylor @dotmailer
If you don’t send, they can’t spend#2 - Be Smarter
28 | Faster. Smarter. Better | @TinkTaylor @dotmailer
#2 - Be Smarter
Get going with Triggers.
“Triggered emails have a 70.5% open rate and 152% higher click-through rate than traditional batch and blast campaigns”
Source – dotmailers 'Impress your boss: Overcoming email automation challenges' infographic
29 | Faster. Smarter. Better | @TinkTaylor @dotmailer
#2 - Be Smarter
70%higher open
rate
Source – dotmailers 'Impress your boss:Overcoming email automation challenges'
150%higher click-through rate
30 | Faster. Smarter. Better | @TinkTaylor @dotmailer
#2 - Be Smarter
Add automation to your campaigns•Replenishment•Retargeting•Re-engagement•Transactional emails
• Welcome programs• Nurture series• Abandoned Cart• Abandoned Browse
• Feedback & Reviews• Solus campaigns• Monthly Newslettersand many more….
31 | Faster. Smarter. Better | @TinkTaylor @dotmailer
#2 - Be Smarter
R20/20 “Marketingscore report” (2014)
60%higher lead-to-sale
conversion rate than batch & blast email
marketing.
75%of business using
marketing automation saw
leads and conversion increase.
VB insight
32 | Faster. Smarter. Better | @TinkTaylor @dotmailer
#2 - Be Smarter
What I say, may not be what I do!
• What I tell you I do is different to what I do
• People add bias to shape how they’re perceived
• Behavioral data is more accurate
33 | Faster. Smarter. Better | @TinkTaylor @dotmailer
#2 - Be Smarter
Be predictive. Not reactive.
• WHAT is the customer doing?• WHY are they doing it?• WOW! Treat then as individuals
To be predictive, insight into the customer is needed. This is the 3 Ws
Question: Could you do this by preference center data &order history?
34 | Faster. Smarter. Better | @TinkTaylor @dotmailer
With more data you can market smarter & use more automation.
#3. Put all of your data to work
35 | Faster. Smarter. Better | @TinkTaylor @dotmailer
#3Be Better.
36 | Faster. Smarter. Better | @TinkTaylor @dotmailer
#3 – Be better
“Customer Experience will overtakeprice and product as the key brand differentiator by 2020”
Source: Walker info
37 | Faster. Smarter. Better | @TinkTaylor @dotmailer
#3 – Be better
Email Marketing Automation connect business & customers- Right person, right time, right messaging - Lifecycle marketing- Easy Personalization & 1-2-1 relevancy - Use external data sources
THE BUSINESS
YOURCUSTOMERS
Email Marketing Automation is the tool for CX
EMAIL MARKETINGAUTOMATION
38 | Faster. Smarter. Better | @TinkTaylor @dotmailer
An example customer journey and how email marketing can be used to create a positive customer experience.
Browsing
Confirmation
Inspiration
Post purchase
ComplaintsAdvocacy
#3 – Be better
39 | Faster. Smarter. Better | @TinkTaylor @dotmailer
SCENARIO:Customer looks at a dress online. The color they want is out of stock so the leave the site.
SOLUTION:Abandoned Browse insight tool pushes the data into their profile which automatically sends a product notification when the colors comes stock arrives.
Positive CX because they have been notified about what they want with no effort.
#3 – Be better
Browsing
40 | Faster. Smarter. Better | @TinkTaylor @dotmailer
SCENARIO:Customer orders the item and it gets delivered to a local store.
SOLUTION:The customer gets a confirmation email of the delivery. And also a SMS notification when it’s been delivered to the store.
Confirmation
Effective digital communications have saved the customer time and effort plus increased their sense of control.
#3 – Be better
41 | Faster. Smarter. Better | @TinkTaylor @dotmailer
SCENARIO:Customer places an order within a bricks & mortar store after being helped by a friendly shop assistant.
SOLUTION:The customer gets a follow up email from the shop assistant wishing them well but providing support should they need it.
Post purchase
The human experience within the store is translated into the digital world providing post purchase interaction –which is often lacked.
#3 – Be better
42 | Faster. Smarter. Better | @TinkTaylor @dotmailer
SCENARIO:Health conscious customer purchases a wearable device in hope to help them live a healthier lifestyle.
SOLUTION:Utilize technology & data to provide activity summaries, suggestions and even complimentary products to help the customer improve.
Post purchase
Going beyond just customer experience and using marketing technology to help the customer achieve more in life!
#3 – Be better
43 | Faster. Smarter. Better | @TinkTaylor @dotmailer
SCENARIO:When the customer tries the dress on it is not the color shown on the website. She goes to Twitter to complain.
SOLUTION:An agent sees the complaint on Twitter, replies and checks details. The customer is emailed a free returns label and a unique discount coupon code.
Complaints
Listening and addressing their complaint turned this customer around
#3 – Be better
44 | Faster. Smarter. Better | @TinkTaylor @dotmailer
SCENARIO:The customer has worn the purchased item and is delighted with the dress.
SOLUTION:14 days after purchase the customer is sent a feedback survey as her opinion matters.
Advocacy
The customer feels like she can help and her opinion matters. Increased sense of control and brand interaction.
45 | Faster. Smarter. Better | @TinkTaylor @dotmailer
SCENARIO:It’s the end of the month, and the customer normally buys at this time. We suspect they’ve been paid
SOLUTION:Inspirational content personalized to their preferences and sent at the right time.
Inspiration
The customer gets the right message, at the right time in their buying cycle. They feel closer and are likely to re-purchase.
#3 – Be better
46 | Faster. Smarter. Better | @TinkTaylor @dotmailer
Client Successes
47 | Faster. Smarter. Better | @TinkTaylor @dotmailer
Client resultsAve. ROI for Commerce clients 40x Rev. from email marketing x 29.87%Additional sales assisted by email x 24.63%Conversion rates v Site Average from:• Email marketing +141.39%• Abandoned Carts +1034.80% • Welcome emails +54.552%• Birthday emails +279.34 % • Win back emails +136.72Greater AOV from email sales 4%
48 | Faster. Smarter. Better | @TinkTaylor @dotmailer
Client ROI in Focus
voga.com155x
vizio.com78x
duchamplondon.com136x
structube.com48x
preciousmoments.com63xsimplehuman.com52x
49 | Faster. Smarter. Better | @TinkTaylor @dotmailer
What to measure?“Half of the money spent on advertising is wasted; the trouble is I don’t know which half.”
50 | Faster. Smarter. Better | @TinkTaylor @dotmailer
The Holy GrailWhat can be taken as the ultimate measure?
Click thru Rate• Delivered / Unique Clicks
Direct Marketing• Volume Mailing / Interactions
51 | Faster. Smarter. Better | @TinkTaylor @dotmailer
The Holy GrailWhat can be taken as the ultimate measure?
Click thru Rate• Delivered / Unique Clicks
Direct Marketing• Volume Mailing / Interactions
52 | Faster. Smarter. Better | @TinkTaylor @dotmailer
The challenges
53 | Faster. Smarter. Better | @TinkTaylor @dotmailer
Opens or Clicks?Campaign ACheck out our new British film of the month
Emails delivered:10,000Unique opens:2,000Open rate:20%
Campaign BCheck out Benedict Cumberbatch’s brand new film!
Emails delivered:10,000Unique opens:1,500Open rate:10%
54 | Faster. Smarter. Better | @TinkTaylor @dotmailer
Opens or Clicks?Campaign ACheck out our new British film of the month
Emails delivered: 10,000Unique opens: 2,000Open rate: 20%Unique clicks 200Click through rate 2%Click to open rate 10%
Campaign BCheck out Benedict Cumberbatch’s brand new film!
Emails delivered:10,000Unique opens:1,500Open rate:10%Unique clicks300Click through rate3%Click to open rate20%
55 | Faster. Smarter. Better | @TinkTaylor @dotmailer
Challenge
Process Metrics
•Opens
•Clicks
•Click Thru Rate
56 | Faster. Smarter. Better | @TinkTaylor @dotmailer
The alternative metrics
57 | Faster. Smarter. Better | @TinkTaylor @dotmailer
Device Usage
Reading email is the most popular activity for 78% of smartphone users - Forrester
Mobile is not a channel it’s a device!
150-200 time per day
58 | Faster. Smarter. Better | @TinkTaylor @dotmailer
Device Usage
Reading email is the most popular activity for 78% of smartphone users - Forrester
23% of emails opened on a mobile are opened later again on desktop
150-200 time per day
59 | Faster. Smarter. Better | @TinkTaylor @dotmailer
Time of Action
60 | Faster. Smarter. Better | @TinkTaylor @dotmailer
Time of Action
61 | Faster. Smarter. Better | @TinkTaylor @dotmailer
Site conversion funnel
Browse abandonment
Cart abandonment
Home page
View category
View product
Add to cart
Checkout
$$$
62 | Faster. Smarter. Better | @TinkTaylor @dotmailer
Engagement
•Dwell time• 0-2 sec = Skimmed• 2-8 sec = Glanced / read
•Click & open – reach• Customer interaction
• Over time
• Across the whole customer database
63 | Faster. Smarter. Better | @TinkTaylor @dotmailer
Engagement
•Dwell time• 0-2 sec = Skimmed• 2-8 sec = Glanced / read
•Click & open – reach• Customer interaction
• Over time
• Across the whole customer database
64 | Faster. Smarter. Better | @TinkTaylor @dotmailer
EngagementHow does my open rate compare… ?
65 | Faster. Smarter. Better | @TinkTaylor @dotmailer
Engagement
Camp 1Open rate 25%
Camp 2Open rate 25%
Camp 1Open rate 25%
Camp 2Open rate 25%
Rates alone can steer us in the wrong direction
66 | Faster. Smarter. Better | @TinkTaylor @dotmailer
Engagement
Camp 1Open rate 25%
Camp 2Open rate 25%
Camp 1Open rate 25%
Camp 2Open rate 25%
Rates alone can steer us in the wrong direction
Open Reach 55%
67 | Faster. Smarter. Better | @TinkTaylor @dotmailer
The Halo Effect
of in-store purchase started followed an
online activity - Google
of email recipients visit a store after reading an email- Wandful Media
92% 60%
68 | Faster. Smarter. Better | @TinkTaylor @dotmailer
The Halo Effect
of in-store purchase started followed an
online activity - Google
of email recipients visit a store after reading an email- Wandful Media
69 | Faster. Smarter. Better | @TinkTaylor @dotmailer
The Halo Effect
of in-store purchase started followed an
online activity - Google
of email recipients visit a store after reading an email- Wandful Media
70 | Faster. Smarter. Better | @TinkTaylor @dotmailer
Customer Value AnalysisThis analysis will show you:• How each channel is performing• Channel performance relative to the others • The value of customer engagement across multiple channels• How much you should spend to acquire customers across each channel• How much you should spend to get customers engaged across multiple
channels
71 | Faster. Smarter. Better | @TinkTaylor @dotmailer
Customer Value AnalysisSpend no more than:
• $1.50 to acquire an email• $0.10 to acquire a FB fan• $0.90 for an email recipient to
become a FB fan• $1.30 to capture the email for a
FB fan
Spend limit to convert:• $13.50 for email subscribers• $9.90 for FB fans• $17.60 for Both email
subscribers & FB fans
AveragePurchaser Value
AverageValue
Email only $15.00 $1.50
Facebook only $10.00 $0.10
Both $20.00 $ 2.40
Ave Value: Db size / Total RevAve Purchaser Value: Total Rev / No of purchasers
72 | Faster. Smarter. Better | @TinkTaylor @dotmailer
Customer Value AnalysisCalculate:
• Average Value: Db size / Total Rev• Average Purchaser Value: Total Rev / No of purchasers
This tells us how much to spend
• To acquire a new customer (Ave value) per channel• To turn a prospect into a purchaser (diff between Ave Value & Ave
Purchaser Value) per channel
73 | Faster. Smarter. Better | @TinkTaylor @dotmailer
To conclude
74 | Faster. Smarter. Better | @TinkTaylor @dotmailer
Move the email marketing needle1. Start small, scale quickly
2. Work on the business, not in the business
3. It’s not the size if your list, its how you use it
4. Put all of your data to work
5. If you don’t send, they can’t spend
6. Make the right measurements
75 | Faster. Smarter. Better | @TinkTaylor @dotmailer
Questions@TinkTaylor
top related