How to Upgrade Your Email Marketing to Marketing Automation

Mark Patron 25th February 2014

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Agenda

• What is marketing automation?

• Marketing automation applications

• Case studies

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Evolution of digital marketing

DatabaseMarketing

Target bestcustomers

RFM data

Direct mail

CRM

Direct mailtargeting

Lifestyle data

Phone

DigitalMarketing

Multichannelcampaign

management

Transactionaldata

Search Email

ROI

1980’s 1990’s 2000’s 2010’s

Marketing Automation

PersonalisationEvent triggered

BehaviouralData

MobileSocial

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Why B2C marketing automation is growing

As number of campaigns overtake available marketing dept. resources marketing automation and campaign management become necessary.

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Evolution of email marketing

Starting Out Optimisation Marketing AutomationWin by Volume Content Data

Key Metrics List SizeSend Volume

OpensClicks

ConversionsEngaged SubscribersChurn

KeyActivities

Build listSend frequently

ContentSubject Lines

Contact StrategyRFM AnalysisMarket Basket Analysis

ESPselection

Cost DeliverabilityReporting

IntegrationSegmentationAutomation

Segmentation None BasicEmail - based

AdvancedPurchase historyWeb history

Automation None Subscriber Welcome SeriesAbandon Cart

Post Purchase Welcome Win Back CampaignsCross MerchandisingReviews

Source: Nathan Decker Evo.com at eTail West

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What do we mean by marketing automation?

• Email marketing

• Web analytics

• Multi-channel

• CRM integration

• Landing pages

• Campaign management

• Reporting

= Marketing automation

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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

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Database in more detail

Marketing Automation Database

1 - 500m site visits per month50 - 500 variables to choose from

Database updated hourly

Example variablesTransactional: sales, registrations,

accessoriesDemographic: gender, DOB, family

Email Engagement: sent, bounce, open, click

Behavioural: products viewed, preferred categories, reviews, linked

products, preferences, insuranceCampaign: 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

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Agenda

• What is marketing automation?

• Marketing automation applications

• Case studies

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Marketing automation applications

• Customer segmentation

• Sales funnel management

• Control email frequency

• Triggered email

• Customer lifecycle email

• Campaign management

• Multi-channel marketing

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Sales funnel lead management

Lead scoring in B2B marketingMeasuring customer engagement in B2C…

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Email engagement and frequency

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Triggered behavioural email gives best results

Future email

Traditional email

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Customer lifecycle behavioural email

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Campaign management

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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”

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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

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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

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Agenda

• What is marketing automation?

• Marketing automation applications

• Case studies

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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

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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 theircustomers 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

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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

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

REDEYE

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THANK YOU

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020 7730 9958

www.redeye.com

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