MARKETING AUTOMATION:Why email is still the killer app!

Chaz McGregor – SATIC eTOURISM CONVENTION Prepared by Via Media Communications. A Digital and Direct Marketing Agency.

Via Media is South Australia’s leading Digital and Direct Marketing Agency. We combine strategy, creative, data and technology to connect our clients with today’s customers.

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Who Am I To Talk?Former Director

Past Clients

Who We Do it For

Today’s Discussion

• Marketing Automation: A Practical Definition• Upside• Case Studies

• What You Should Do Tomorrow

A Definition

Marketing Automation is

2.Defining your customer journey

3.Then identifying possible life-cycle touch points

4.And planning marketing programs that match up

5.Using technology that can deliver them automatically

6.To nurture leads into sales and repeat business

  

Awareness Knowledge Consideration Selection Satisfaction Loyalty Advocacy

Pre-Purchase Purchase Post-Purchase

PR, OnlineAdvertising

PR, SEM

DM, Website, SEM,Email, Blogs, Social

Website, SEM, Email

Website, SEM,Email, Social

Email, Social

Email, Share toSocial, Social

The Customer Journey

Marketing Performance http://www.datranmediasurvey2010.com/

It’s All About ROI

Commercial e-mail returned $40.56 for every dollar spent on it in 2011

source: DMA’s 2011 Power of Direct economic-impact study

The King is Dead?

Long Live the King!

In 2012, Email Marketing is predicted to account for $67.8

billion in sales.

source: DMA’s 2011 Power of Direct economic-impact study

Why Email works …

• It allows targeting

• It is data driven

• It drives direct sales• It builds relationships, loyalty and trust

• It supports sales through other channels

And most importantly …

Reach the right audience,

With the right content,

At the right time!

How is this achieved ?

Behavioral triggered campaigns perform 325% better than simple

blast campaigns

(Silverpop B2B research)

59.8 %Batch Campaigns

40.2%TriggeredCampaigns

95.9 %Batch Campaigns

4.1%TriggeredCampaigns

Sales GeneratedVolume of Emails sent

Triggered Email Campaigns Work Better

Average buyer consumes 20-50 content assets in

60 days (IT buyer)

Source: Google/TechTarget Behavioral Research Project Phase 2: 2010

Appetite for Consumption

Email is one of the most cost effective and highest returning forms of communicating with a customer throughout the

entire relationship life cycle.

Traditional Segmentation• Geographic

– Region– Population Density

• Demographic– Age– Gender– Income

• Psychosocial– Social Class– Lifestyle

• RFM Analysis– Recency– Frequency– Monetary

Segmentation 2.0Adding real-time behavior elements including…

•Purchase Behavior– Last purchase date– Number of purchases– Purchase value

•Web Behavior– Visited your website– Viewed a product page– Submitted a web form– Accessed your online resources

•Social Behavior• Shared your message with others

•Email Behavior– Clicked an email link

Behavioural Segmentation

• Highly relevant to individual or buying stage

• Based on web activities

• “Set it and forget it”

• Increased Revenue Performance

Behavioural Segmentation

EUROSTAR UK eg: “Leisure traveller’s conversation”

1. Confirmation (receipt)

2. Cross-sell (just after receipt)

3. Pre-travel inspiration (7-10 days before)

4. Welcome back (Mon after w/e)

5. Leisure newsletter (Quarterly)

6. Destination inspiration (monthly)

Reactivation (not travelled in 12mths)

Purchase ticket

Non bookers incentive (not booked since subscribed)

Purchase phase

Inspiration phase

Subscribe to newsletter

7. Lastminute availability (tactical)

• Nurture campaigns have 2X the Open Rates and 3X the Click-Through-Rates at of one-off emails

• 23% shorter deal times for nurtured than non-nurtured leads

• Higher win ratios for prospects touched 3-4 times per month by marketing nurture campaigns.

• 47% higher order value from closed sales that were nurtured versus sales that were not

• Increase sales-ready leads by 50% using existing staff for nurturing campaigns with little to no incremental investment

Source: Aberdeen, Sirius Decisions, Demand Gen Report, and Silverpop Research

The Value of Nurturing

Campaign Design: If. Then.

•25% conversion on cart abandoners.

•Cart program accounts for almost 1/3 of TOTAL yearly email sales

Abandoned Cart Mails Rock

Abandoned Cart Emails

Promotional Emails Comparison

Open Rate 37% 8% 4.6x

Click-through rate

41% 14% 2.9x

Conversion rate 20% 5% 4x

Sales/email $7.46 $.08 97x

Source: Silverpop Client

Abandoned Cart Mails Rock

14% of those who click place another order

2nd highest conversion rate next to Abandon Cart emails.

Post Purchase Review Requests

The Tools

Other great tools

Tools we use

Web 2.0 Platforms

Don’t forget though

Certified Partner Certified Partner

• Define your customer journey• Prep a content plan for each step• Invest in the tools to support it

• Do the heavy lifting up front (resource intensive)

• Test, Refine, Retest, Refine

• Set and Forget (for a while)• Measure, Retest• Outsource, but no substitute for immersion

So What Do I Do Tomorrow?

Want to Talk Some More?

Chaz McGregor08 7225 26880431 535 531Twitter: chazmcgregorSkype: chazmcgregorLinkedIn: chazmcgregorwww.viamedia.com.au