RIGHT MESSAGE RIGHT TIME The secrets to scaling email success

CAMPAIGN MANAGER LEADERSHIP SERIES

AUTOMATED PERSONALIZATION Study after study confirms that email remains one of the most direct, efficient and cost-effective tools to engage with customers and drive sales. With 144 billion emails sent per day during 2012,1 it’s not going away. (It is however going mobile – more than 50 percent of all emails are now opened on a mobile device. But that’s another story.)2

One-size-fits-all email marketing is long gone. Today’s customers expect you to know who they are. And they expect you to respond quickly with personalized messages designed precisely to meet their needs.

But without crafting an individualized message for every unique customer, how can you scale your program to meet these "always-on" expectations with meaningful personalization and relevance? You must integrate automation with data and other marketing strategies.

SOURCE: 1 - World Internet Stats: Websites, Email, Social Media, and More http://www.marketingprofs.com/charts/2013/10002/world-internet-stats-websites-email-social-media-and-more#ixzz30WY0SrqB

2 - Mobile Opens Hit 51%; Android Claims #3 Spot,” https://litmus.com/blog/mobile-opens-hit-51-percent-android-claims-number-3-spot

COMING TO TERMS

TRIGGERED EMAIL: An email sent by a marketing software program in response to a specified event, such as a customer’s birthday or newsletter subscription

AUTOMATED SEND With the right software and information, you can create automated campaigns that are highly personalized for individual customers and efficiently adhere to your overall marketing strategy.

Email marketing software offers almost unlimited flexibility. Customer activity triggers the sending of tailor-made email messages with content that precisely reflects your customers’ interests and needs. This data-driven type of automated communication offers several major advantages, including: rapid response to online activity, valuable communication opportunities, enhanced use of marketing resources and improved customer service.

DATA DRIVES YOUR EXPERIENCE The International Speedway Corporation (ISC) operates 13 of North America’s major motor sports entertainment facilities, including the venue for the Indianapolis 500. They knew that they had to become relationship marketers instead of order takers. With more than 4 million customers, this was a huge undertaking.

With advanced data collection and an integrated marketing approach, they have accomplished their goals of ensuring that all its packages are relevant to the individual customer.

Results:

• Expanded from 250 campaigns to more than 1,000.

• Created nearly 4,000 email segments.

• Cut approval time in half.

VALUABLE COMMUNICATION Automated email campaigns offer excellent opportunities to engage with your customers. They can send high volumes of personalized email messages in the desired form, at the desired time, without increased personnel. For instance, an automated system is ideal for messages related to order confirmation, notification of shipping and password inquiries. Automation allows customers to receive the necessary message almost instantaneously and with no additional action on your part.

Unsurprisingly, these “transactional emails” boast an extremely high open rate. This in turn makes transactional emails an ideal way to communicate more information once you've met your original objective.

COMING TO TERMS

PERSONALIZED AUTOMATED EMAILS: With full automation of the process, the actual messages sent by an automated email solution can be individually tailored. For instance, if your automated email solution is integrated with your company’s online shop, you can react to shopping cart abandonment by sending an email containing a link to return to the already-filled shopping cart.

MARKETING EFFICIENCY Once the system is up and running, email sends take place automatically. The only further input required from you is a periodic review of the procedures and the effectiveness of the campaign (a key component you don't want to forget).

To make the process even easier, message content can be borrowed from other sources such as your RSS feeds. This can create a highly-personalized and relevant email with minimal resource.

Email auto-replies are ideal for certain customer inquiries. You can even connect your online store database to your email marketing software so that specific customer inquiries actually initiate a search in the online store. The result is automatically inserted into a new standard email message and sent directly to the customer.

COMING TO TERMS

TRIGGERED EMAILS CAN INCLUDE: •  Welcome messages.

•  Event-based emails.

•  Transactional emails.

4 KEYS TO AN

STRATEGY AUTOMATED EMAIL MARKETING

Research, Analyze, Deliver and Test

#1 RESEARCH HOW WELL DO YOU KNOW YOUR EMAIL RECIPIENTS?

Automated email marketing systems respond to customer behavior. In order to send the “right” responses, you must know your customers and how they behave.

4 Keys to an automated email marketing strategy

#2 ANALYZE USE PREFERENCES, TIME OF DAY AND BEHAVIORS TO TARGET CUSTOMERS

Analyze your customer data to identify specific target groups and their characteristics. Add data collected from your email campaigns to create even more detail.

4 Keys to an automated email marketing strategy

#3 DELIVER SEND RELEVANT CONTENT

Customers only have time for relevant messages. But that doesn’t mean you have to create every message from scratch. There is a good chance you have existing content that could be used for more personalized email messages.

4 Keys to an automated email marketing strategy

#4 TEST ANALYZE RESULTS BEFORE, DURING AND AFTER

To accurately measure your campaign success, you need reliable feedback about whether customers really find your messages relevant. This review process can be automated as well.

4 Keys to an automated email marketing strategy

COMING TO TERMS

AUTOMATED EMAIL SERIES MIGHT INCLUDE: •  Welcome messages.

•  Lead warming.

•  Product recommendations.

•  Reactivation campaigns.

•  Registration processes.

ENGAGE YOUR CUSTOMERS As stated earlier, email remains one of the most direct, efficient and cost-effective tools to engage with customers and drive sales. If you want to take advantage of these benefits, it’s absolutely critical for you to send the right email at the right time. If you don’t, your message will be lost in customer inboxes or sent directly to the spam folder.

Marketers realize scaling email campaign success now depends on automated solutions, software programs capable of sending customers well-timed, highly-personalized messages — the kind that truly resonate and lead to sales.

These days, no interaction with the customer should be overlooked as an opportunity to win their trust — even a routine registration for an e-newsletter. Using today’s advanced automated email solutions, you can truly capitalize on these opportunities to enhance the customer experience, while you simultaneously nurture brand loyalty, gain competitive advantage and, ultimately, drive revenue growth.

Teradata is a global leader in analytic data platforms, marketing and analytic applications, and consulting services. Teradata helps organizations collect, integrate, and analyze all of their data so they can know more about their customers and business and do more of what’s really important. Visit Teradata.com for details.

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