Email Marketing Automation at Every Level · © Barkley & Jessica Best. Reproduction requires...

11/2/2017© Barkley & Jessica Best. Reproduction requires permission.

Email Marketing Automation

at Every LevelFrom Just-Getting-Started to Ninja Master

Jessica BestDirector of Data-Driven Marketing

Barkley | jbest@barkleyus.com

11/2/2017© Barkley & Jessica Best. Reproduction requires permission.

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Why do we care about Marketing Automation?

Automated emails drive 2x the open

rate & 3x the click through rate of

batched email sends.

Source: emfluence, 2016

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Preparing for AutomationGetting our cards in order before we play

them (potentially inaccurately)

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Garbage in

Garbage out

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Automation BasicsHigh impact, low difficulty automation to-

do’s you’ll want to nail down first

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The Welcome Email

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The Birthday Email

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The Feedback Email

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The Refer-a-Friend (or Colleague) Email

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Automation 2.0Taking it to the next level with data fun

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Nurture Email/Series

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Onboarding Email Series

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Program Nurture Email Series

Day 11st

DonorSocial Share

1 week to go

Thank you!

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Journey Email Series

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Journey Email Series

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Journey Email Series

Source: Gratham University @ emflConf

2016

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The Feedback Email 2.0

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Inactive Re-engagement Series

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Automation MasteryWhen you’re ready to become a ninja

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Make automation an integrated effort

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Bonus Automation IdeasThings that may not fit for every business

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USE MORE DATA. Make it relevant via personalized content.

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USE MORE DATA. Align the timing to your customer’s

journey (not to your marketing timeline).

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QUESTIONS?

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USE MORE DATA. Make it work for your readers.