optify's marketing automation best practices autoresponders

1 © 2013 Op)fy, Inc. All rights reserved.

MARKETING AUTOMATION BEST PRACTICES:

2013 AUTORESPONDERS STUDY

2013 Autoresponders Study | @op)fy

ABOUT OPTIFY Optify delivers a simple digital marketing software suite for agencies. Our complete cloud-based software eliminates the need for standalone tools and empowers agency marketers to easily create and manage demand generation programs across multiple websites, nurture prospects, prioritize the best performing programs and streamline reporting of client results - all from one login. Optify, Inc

710 2nd Ave, Suite 840 Seattle, WA 98104

1 (206) 388-4234 (phone) 1 (877) 2-OPTIFY (toll-free) 1 (206) 787-1410 (fax)

Sales: [email protected] Help: [email protected] Other Inquiries: [email protected]


Agenda •  Op)fy’s 2013 Autoresponders Study

§  Form §  Thank You page §  Email §  Cadence

•  Best prac)ces for building a simple Autoresponders campaign •  Key takeaways •  Q&A


Doug Wheeler, CMO, Optify Doug Wheeler, CMO of Optify is a 25-year marketing veteran with deep experience in B2B sales and marketing. Doug brings over 25 years of creating winning go-to-market strategies that have successfully propelled companies from initial startups to industry leaders, including electronic signature stalwart DocuSign. Follow Doug on Twitter - @dougawheeler

Speakers

Zach Okun, Director of Product Management, Optify Zach is responsible for enforcing Optify's simple mantra - 'Simple, Insightful, and Actionable‘, and thinks that marketers deserve better tools to deal with rapidly changing technological landscape. Prior to Optify, Zach was a product manager at Amazon Web Services. Follow Zach on Twitter - @z_okun


Autoresponders Study

We examined the best practices for each of these elements and how they are being followed by online marketers.


Methodology


Findings -‐ Form Companies use an average of 7 fields on their forms. The vast majority (61%) had 4-7 fields. Companies have an average of 5 required fields on their forms, which means that on average, forms include 2 fields that are not required. Those fields could be deleted to make the forms shorter. 35% of companies include no optional fields while only 43% include two or more optional fields.

The most common not required field is “Comments” (open text field).”


Findings -‐ Thank You Page 91% of the companies observed displayed a Thank You Page stating the form was received.

Only 18% of the companies that showed a Thank You Page displayed a call-to-action immediately upon form submission. Taking into account all companies with an online form, only 15% leveraged the form submission to surface relevant content and try to entice additional engagement.


Findings -‐ Email 64% of follow up emails used personalization in their email, but only 58% of the immediate (within 15 minutes of form submission) autoresponse emails were personalized to the individual who filled out the form.

Only 18 % of the immediate (less than 15 minutes) autoresponse emails provided an unsubscribe option. While those could be considered as transactional and don’t require an unsubscribe option, the best practice would be to include the unsubscribe option in these emails.


Findings -‐ Email

47% of the autoresponse emails included a call-to-action. From the emails that did include a call-to-action, 51% included just one unique call-to-action and only 55% had the call-to-action above the fold (visible in the preview pane).


Findings -‐ Cadence

78% of companies that utilized autoresponders sent the first autoresponse email within 1 hour. 70% sent it within less than 15 minutes. The average response time for the companies that responded within an hour was 3 minutes and 4 seconds.


Findings -‐ Cadence 29% of the companies that utilized autoresponders sent more than one email within one week. The average amount of emails sent by these companies in the first week was 2.54.

66% of the companies that sent multiple emails, sent the second email within 24 hours of the first email. The average time between the first and second email was 1 day, 6 hours and 33 minutes.


Whitepaper download Email 1: Thank You email

•  CTA: Download content Email 2: Autoresponders playbook

•  CTA: Download content Email 3: Autoresponders study

•  CTA: Download content Email 4: 5 reasons to try Op)fy’s

Autoresponders

•  Take the demo


Landing Page Templates

WYSIWYG Editor

Crea)ng your landing page


Crea)ng the form 6 fields (only necessary fields)

Only required fields

Set the thank you page and

confirma)on


Thank You page Branded, aligned

Primary Call-‐to-‐Ac)on

Relevancy


Immediate email Branded, aligned

Personalized

Unsubscribe

Relevancy Call-‐to-‐ac)on

Branded “From”

Personalized


Schedule the follow up Name your email Personalized the “From Line”

Schedule the response Relevant subject line Exclude irrelevant audience


Create the flow Set the cadence ()ming)

Set the cadence (frequency)


Track, Measure, Refine

Posi)on in the flow Engagement Email engagement: Subject line, relevancy,

personaliza)on, message alignment

List quality List quality Cadence & alignment

Resonance Alignment & interest


Key Takeaways •  Immediacy •  Relevancy as a way to increase engagement •  Provide value in every interac)on •  Test cadence to know when and how much to push •  Always Be Tes)ng


Addi)onal Resources •  Autoresponders study – hlp://bit.ly/autoresponders-‐study

•  Autoresponders infographic – hlp://www.op)fy.net/?p=41649

•  Op)fy Demo – hlp://www.op)fy.net/demo

•  Free trial – hlp://www.op)fy.net/sign-‐up

optify's marketing automation best practices autoresponders

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autoresponders study

autoresponders study

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conrmaon page

methodology page

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