The power of e-mail marketing automation

Matt Crole-Rees, Head of ECRM,Confused.com

E-mail automation

E-mail automation

In case over £200m of advertising hasn’t worked

  We compare car insurance   And over 50 other products

Competitive Market

We face some big challenges

  Low engagement sector   Insurance is a once a year purchase   PPC is getting more expensive and Google

dominates   TV, radio and other ATL media don’t come cheap!   Mobile is growing   People are lazy!

All campaigns 100% automated

  All your channel tags in one area   All campaigns run through one platform   Track your customers everywhere they go   Know every action they take   Real time data and reporting across all products   Attribution model in place   MI in one place

All campaigns 100% automated

  All your channel tags in one area   All campaigns run through one platform   Track your customers everywhere they go   Know every action they take   Real time data and reporting across all products   Attribution model in place   MI in one place

All campaigns 100% automated

  All your channel tags in one area   All campaigns run through one platform   Track your customers everywhere they go   Know every action they take   Real time data and reporting across all products   Attribution model in place   MI in one place

All campaigns 100% automated

Where we’re at

  Email marketing experts to run campaigns in house   Insight/BI function   Content/editorial team   Integration with customer support   A good ESP – Ebay Enterprise Solutions   Design resource   IT resource   Endless differing ways at measuring performance

What does it mean for us

  Welcome new customers - automated   Transactional emails - automated   Renewal emails - automated

Solus email campaigns – partially automated   Fortnightly newsletters   Get the customer engaged in conversations   Reinforce our brand

What you can expect to learn about automation today

  Fully integrated system or not, there are things you can do   Where you should focus your efforts   Automation doesn’t mean just sit back and relax   Don’t lose control

E-mail automation – Rule #1

  Keep the geeks on side!

  The more data you have or collect as you go, the more automated AND relevant you can be

  If you’ve got an ESP get them on board and integrated

E-mail automation – Rule #2

  What data are you collecting and what are you using it for?

 Significant dates/timing  Behavioural – interested in certain products, showed intent?  Ways to personalise what customers receive and how you communicate it

E-mail automation – Rule #3

 Who?  What?  Where?  When?  Why?  How?

E-mail automation – Rule #4

 Prioritise the important campaigns

50% uplift 9% uplift

Some examples for you

Auto- renewal emails

  Car insurance is a once a year purchase  We know your renewal date  We know all the details you gave us last year for your insurance quote

Auto- renewal emails

  Car insurance is a once a year purchase  We know your renewal date  We know all the details you gave us last year for your insurance quote

#Winner  

Renewal chaser

 Who?  What?  Where?  When?  Why?  How?

Quote 3 day chaser

 Who?  What?  Where?  When?  Why?  How?

Don’t stop there!

Subject line performance

-­‐  Subject  lines  make  a  BIG  difference  -­‐  Personalisa9on  works  

Don’t have all this data?

Welcome Emails

Think about how else you can get relevant data at the right time?

Still don’t have the data and still can’t automate?

Use what you have learnt about your campaigns

Categorise your emails

 What type of emails did you send?   Product   Demographic  Message

Use results to create bespoke behavioural pots for building audiences  More relevant  Quicker build time

How Reactive Are You?

  Feb 6th, Halifax went to the top of the balance transfer tables

  200 minutes later Barclaycard fought back to 31 months– the longest the UK has ever seen

How Reactive Are You?

How Reactive Are You?

  Being first to market with new news is key

  ROI can more than DOUBLE

1.  How quickly can you get a new campaign out?

2.  Is your ESP full service – chances are you aren’t reactive enough

3.  Do you have the right expertise internally?

4.  Do you have segments you can quickly call on to build audiences?

Lessons to live by

  Geeks are cool   Data is ICE cool   Prioritise where you can automate   Content is king   Personalise what you can   Never get complacent   Make time for subject lines   Track what you can – you may learn more than you

think

Any questions

THANK  YOU  FELLOW  GEEKS