Email Marketing and Marketing Automation Excellence

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10 Steps to Email Marketing and Marketing Automation Excellence

Dr Dave ChaffeySmartInsights.comDigital marketing strategy advice

#EmailExcellence2017

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About Dave Chaffey

Co-founder and Editor of SmartInsights.com -

a marketing advice community with > 1

million uniques/quarter. Expert members in over 100 countries use our

planning guides, templates and online

courses to Plan, Manage and Optimise their digital marketing.

We also offer consulting and

training for members.

Specialist Digital Marketing consultant, trainer and author since ‘97.

Free Basic membership

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Smart Insights Learning platform

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Automationcan

appeardaunting…

Free 100+ page digital marketing tools guidehttp://bit.ly/smartdigitaltools

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30 Digital Tools categories #1

Download: http://bit.ly/smartdigitaltools

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The opportunities of multichannel lifecycle marketing

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Email still rocks!

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The Big 3 digital channel sales drivers

Source: Custora E-commerce Pulse

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Step 1. Review your capabilities

Download benchmark template as a Smart Insights Basic member

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How does your Automation rate?

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Email 'Type' Customer Lifecycle Segmentation

Prospects Nursery Development Lapsing Lapsed

Lifecycle P2C programme Nursery programme Spot the winners Prevent Lapsing

programme Lapsed programme

Behavioural Triggered by customer behaviour: ABBA, BnB, Accessories etc (max.1 email per week for each programme)

Newsletter Sent wk. 1 each month to all contacts with personalised content

Feature Email

Sent wk. 2 each month to all contacts

Offers and Deals

Sent wk. 3 each month to all contacts

NPI Sent wk. 4 each month to all contacts

Source: Harriet Mitchell Smart Insights Digital Impact conference

An advanced B2B example

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The RS NewsletterHero banner

Customised content: (Customer Profile)• EDE (Electronic Design Engineers)• Non-EDE (Electronic Design Engineers)• Promo Excluded (Key and Corporates)

CLC Module

Customised content: (Customer Lifecycle)• Nursery• Development• Acquisition

BEH ModuleCustomised content: (Behavioural data)• Abandoned Baskets• Browsed Not Bought• Propensity to Buy (A recommendations

model)• Top Sellers

Local Module

Product modules can vary in number and format. Maximum of 8 modules per email.

ProductModules

Optional modules for any local

activity/information.

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Step 2. Create a lifecycle engagement plan – B2B Before

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Step 2. Create a lifecycle engagement plan – B2B After

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Step 3. Integrate with yourcontent marketing strategy

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Define your content-led lead gen and nurture programme

REACH ACT CONVERT ENGAGE

Content type and aim

TOFUAwareness Engagement

MOFUEvaluationEngagement

BOFUPurchaseEngagement

ROFURetention/AdvocacyEngagement

B2B Examples

• Hero lead-gen for cut-through Infographics

• Webinars -education

• Case studies • Datasheets• Independent

reviews• Webinars - demos

• ROI calculators• Business case

download

• Career development

• Enewsletter

Distribution • SEO• Social• Pop-ups and

Inline content

• Email welcome• Email nurture• Enewsletter

personal• Web

personalisation• Livechat

• Emails fromSales(Automated)

• Webinars

• Enewsletter• Web

personalisation

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Hero content prominent on site

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Brainstorm new content ideas

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Spotify: Personal + Community

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Step 4. Start Small with a single campaign

SIMPLE Branded WELCOME with OVP

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Next try a MULTISTEP WELCOME

CTR Response example: 0d:13% > +2d:6% > +1w: 8%

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Or re-engage!

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INTEGRATE WEB ‘SENSE & RESPOND’

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Step 5. Add Targeting

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Example: segmented by roleOpen rate Clickthrough

rateBefore 20.0% 1.9%

After 18.9 – 27.4% 7.5% -20.6%

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Dynamic content – role specific

Tip: Use tags to trigger insertion as shown

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Step 6. Get the frequency rightand automate nurture

Source: GetResponse

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How to schedule a nurture like this

Source: GetResponse

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Example nurturing emails that differentiate and encourage action

Source

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Step 7. Add Lead scoring and grading

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Lead scoring example

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Step 8. Add Lead grading

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i.e. Adding Profile fit to Interest or Intent

Lead scoring – numeric

Lead grading(A-D)

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Step 9. Measure and Optimise

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Smarter measurement checklist¥ Measure through the lifecycle¥ Compare email types

¥ Measure by segment¥ E.g. Male and Female

¥ Measure using value¥ E.g. Revenue per visit (E-commerce)¥ E.g. Goal value per visit (set goal value on outcomes)¥ Then compare your mails

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Which Test Won (Behave.org)

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Results Previous CustomersFor customers who had made a similar product purchase in the past two years, telling them they could upgrade for a low price created an:11.4% drop in open rates, compared to the winning subject line (23.49% winner vs. 20.81% loser)21% decline in unique click through rates, compared to the winning version (4.14% winner vs. 3.27% loser)

Interested CustomersFor those customers who had displayed interest in, but not yet purchased the promoted products, the losing subject line resulted in an:9.93% drop in open rates, compared to the winner (26.39% winner vs. 23.77% loser)25% plummet in unique clickthroughrates, compared to the original subject line (6.56% winner vs. 4.92% loser)

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¥ Embrace urgency, play on power of loss aversion, and offer something on top

Time-limited examples

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ExampleAbandonedCartTest

¥ 1. Generic branded follow-up email : +10% conversion rate.

¥ 2. Personalised remarketing email with a promotional code for a 5% discount time limited to 72 hours: +100% conversion rate.

¥ 3. Personalised remarketing email with a promotional code for a 5% discount time limited to 48 hours: +200% conversion rate.

Source: Smart Insights: Email re-marketing

http://bit.ly/smarteremail

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Step 10. The Future: AI, Machine Learning and predictive analytics

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Machine learning and predictive analytics example

Analysis of historicalTransactions and

customer profile data

Predictive scoringof prospects

and customers

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Q&A

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Want more inspiration?

¥ www.getresponse.com/resources/videos/webinars

¥ blog.getresponse.com¥ twitter.com/getresponse