Nurture Marketing With Sitecore Email Campaign Manager and

Amsterdam Las Vegas Melbourne

Nurture Marketing With Sitecore

Email Campaign Manager and

Engagement Automation

Christopher (Chris) Nash

Senior Business Optimization Consultant

[email protected] - @chrisnash


Once upon a time

Buyers preferred to start

the sales process…

with a direct conversation


Buyer Journey

70% of buy cycle is complete

before sales is engaged Forrester


Marketers must listen

and engage

– digitally –


Nurture Marketing

than ever

more important


Nurture Marketing

• Processes that automate flows of

communication with prospective customers

Segment Communicate

Call to Action Segment

Communicate

Call to Action


What?

• Customer Acquisition

• Customer Retention

• Lifecycle – cross-sell / up-sell

• Recycle neglected leads

• Customer anti-churn


Why?

Bookings in the form of revenue have increased 178% since marketing automation was implemented – Software company / MarketingSherpa case study

+178% - revenue

Nonprofit's email welcome series beats newsletter open rate 47%, marketing emails 275% - MarketingSherpa case study

+275% - email open rate

B2B marketer reduces unqualified leads 341% - MarketingSherpa case study

-341% - unqualified leads


Sitecore DMS

• Many possibilities for nurture marketing

• Email Campaign Manager

• Engagement Automation


Email Campaign Manager

• Create emails and send as mass email campaigns or as 1-to-1 triggered emails

• Recipients are stored in Sitecore or CRM


Engagement Automation Plans

• Create automated flows that can include multiple

channels and behaviors


Listening Digitally

DMS is Website Centric!

Website (devices)

Email

Automation

Analytics

CRM

Social Connector

Adaptive Print

Your most

important calls to

actions are on your

website … so it is

essential to listen

digitally and

engage here


Screenshot – this is what it looks like

State

Condition

Action


Email Welcome Flow

• Nurturing new subscribers


Nurture to increase

website visits & engagement value


Lead Generation

• Nurturing via download free e-book offer


Nurture via

Segmentation

Nurture via

Targeted

Follow-up


Ecommerce Nurturing

• Nurture emails

for abandoned

shopping carts


Website

event-based

nurturing


Social Nurturing

• Email welcome

for new subscribers

– nurturing socially

connected


Nurture via

social relationships


Lead Generation with CRM

• Email flow listen for engagement and generate CRM Tasks


Nurture via

behavioral

criteria

Targeted

follow-up

in

CRM


Tips


Automated email flow

Email 1 Email 2 Email 3 Condition Condition

Start End


Adding to a flow

Possibilities

• Save Action

• Web form submit

• Campaign triggered

• CRM

• Programmatic

• Custom

Email 1

Start


Advancing a flow

Types of Conditions

• Time

• Events

• Occurrence of an event

• Non-occurrence of an

event

Email 1 Email 2 Condition


Examples of conditions

Conditions

• Goals

• Campaigns

• Personalization Profiling

• Email link clicks

• Web page visits

• Engagement Value

• Custom conditions

Email 1 Email 2 Condition


DEMO

Nurture Marketing via

Engagement Automation & Email Campaign Manager


Getting Started

• Make a simple email welcome flow

• Automate current calls to action that use triggered email

• Optimize email sending frequency – e.g., resend to non-openers

• Capture segments who respond to campaigns


SBOS Services Roadmap for Implementing

the Customer Engagement

Platform -

Engagement Value Point Scale

Workshop -

Personalization Workshop -

Digital Relevancy Map

ECM Workshop

Analyzing Digital Maturity -

Customer Engagement

Platform Scoping Workshop

Customer Engagement Platform End User

Training

ROI

Generation

Assessment Workshops

Optimization Workshops


Q & A

Nurture Marketing via

Engagement Automation & Email Campaign Manager


Feedback Appreciated!

Please take a moment to provide

session feedback via the mobile site.


Seminar Invitation

• Nurturing invitees and sending reminders


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Documents

Nurture Marketing With Sitecore Email Campaign Manager and