1

The Power of Marketing Automation forB2C Digital Marketers

Mark PatronRedEye CEO

23rd April 2013

2

Agenda

• What is marketing automation?

• Marketing automation applications

• Case studies

3

Evolution of marketing automation

MarketingDatabase

Target bestcustomers

RFM data

Direct mail

CRM

Direct mailtargeting

Lifestyle data

Phone

DigitalMarketing

Multichannelcampaign

management

Transactionaldata

Search Email…

Marketing Automation

PersonalisationEvent triggered

Behaviouraldata

MobileSocial

ROI

1980’s 1990’s 2000’s 2010’s

4

Evolution of email marketing

Initialisation

Optimisation

RetentionAutomation

Win by Volume Content Data

Key Metrics List SizeSend Volume

OpensClicks

ConversionsEngaged SubscribersChurn

KeyActivities

Build listSend frequently

ContentSubject Lines

Contact StrategyRFM AnalysisMarket Basket Analysis

ESPselection

Cost DeliverabilityReporting

IntegrationSegmentationAutomation

Segmentation

None BasicEmail - based

AdvancedPurchase historyWeb history

Automation None Subscriber Welcome SeriesAbandon Cart

Post Purchase Welcome SeriesWin Back CampaignsCross MerchandisingReviewsSource: Nathan Decker Evo.com at eTail West

5

What do we mean by marketing automation?

• Email marketing

• Web analytics

• Multi-channel

• CRM integration

• Landing pages

• Campaign management

• Reporting

= Marketing automation

6

Database is central to marketing automation

Website Behaviour

Email Engagement

Database

INPUTS

OUTPUTS

Email

Mobile

Call CentreSingle customer view enables relevant

marketing communications

7

Database in more detail

Marketing Automation Database

1 - 500m site visits per month50 - 500 variables to choose from

Database updated hourly

Example variablesTransactional: sales, registrations,

accessoriesDemographic: gender, DOB, family

Email Engagement: sent, bounce, open, click

Behavioural: products viewed, preferred categories, reviews, linked

products, preferences, insuranceCampaign: search phrase, source site

INPUTS OUTPUTS

Website behaviour

Email activity

DM activity

Call centre

Transactional

Offline database

Campaign data

Social media

Surveys

Email

Call centre

Mobile

8

Agenda

• What is marketing automation?

• Marketing automation

applications

• Case studies

9

Marketing automation applications

• Customer segmentation

• Sales funnel management

• Control email frequency

• Triggered email

• Customer lifecycle email

• Campaign management

• Multi-channel marketing

10

Segmentation, segmentation, segmentation

• No such thing as the ‘average’ user• Customer centric analysis• 100’s different segment types

11

Sales funnel lead management

All prospects

Prospects ready to buy

Purchase

Lead scoring in B2B marketingMeasuring customer engagement in B2C…

12

Email engagement and frequency

13

Triggered behavioural email gives best results

Future email

Traditional email

14

Abandonment email example

15

Customer lifecycle behavioural email

16

Store Welcome 1

Visit SiteVisit Store

Web Welcome 1

Store Welcome 2

Web Welcome 2

Store Welcome 3

Web Welcome 3

Store Welcome 4

Web Welcome 4

Email Sign-up / Registered

Email/Site Inactivity

Reactivation Email 1

Reactivation Email 2

Reactivation Email 3

Event Reminder

Boucher Request

Password Reminder

Refer A Friend

Voucher Code

Voucher Reminder

On-site Actions

Abandon Basket

Basket Abandon 1

Online/Offline Crossover

Account Activation

Account Activation Follow up

Call Centre

Call Centre Welcome 1

Call Centre Welcome 2

Call Centre Welcome 3

Call Centre Welcome 4

Cross Channel activation

RegisteredNot Purchased

RegisteredNot Purchased

Follow up

Basket Abandon 2

Basket Abandon 3

Search Abandon

Basket items reminder

Basket will be deleted in X

days

Basket deleted

Start Shopping

Multi Stage Drop out

Checkout Abandonment

drop off on data capture

Registration drop off

Drop off just before Saved

Basket

Saved Basket

Step by Step Drop off

Category Conversion

Registration / Microsite

Preferences

Basket Upsell

Anniversary of Basket

Abandon

Users Behaviour

Site Content Groups

Iphone App

404 Error

Enquiry

Content shared SOCIAL

Purchased

Account reactivation

ActivationConfirm

Basket Cross Sell

Drop off just before

purchase confirmation

Wish list

Click on an email in the last 2 days but have not added to basket

17

More accurate data = better targeting

Email marketing:• Jane Taylor opened the

email and clicked on link 214/A.

Marketing automation:

• Jane Taylor opened the email and clicked on link 214/A. She first went to the website 4 months ago and 5 visits later registered. She has visited 3 pages on product XYZ and 2 pages on product ABC. 2 of those visits have been as a result of the search term “low cost XYZ” and 2 visits as a result of “best quality ABC”

18

Email testing - usage & effectiveness

Email marketers test the easy things, marketing automation enablesmore of the effective things such as better targeting to be tested

19

Agenda

• What is marketing automation?

• Marketing automation applications

• Case studies

20

Monarch behavioural emails 17,257% ROI

21

Monarch

• Monarch incorporated dynamic content triggered by online search into a behavioural email campaign.

• 56.53% open rate• 34.37% CTR• 6% conversion• 17,257% ROI

22

Hotel Chocolat

• Whilst increasing send volume by 44%, Hotel Chocolat used behavioural and engagement segmentation to effectively target users from the inception of email communication.

• Direct revenue from email increased by 20%

• Average order value increased by 22%

• Open rates and CTR increased• There was no negative impact on

unsubscribe rates

23

Gala Coral

• Gala Coral implemented a highly segmented welcome programme to nurture new subscribers and increase the number of active online users.

• Some emails resulted in over 90% of subscribers becoming active online users.

• From January to May 2012, the average open rate exceeded 40%.

• During this time CTR reached over 30%

24

Budget Rent-A-Car

• RedEye helped Budget implement a highly targeted Customer Behaviour Campaign.

• Key to the strategy was to make customers feel valued rather than pestered.

• 19% CTR (30% on abandonment programmes)

• 6% conversion rate• 836% ROI• Year on year email revenue

doubled

25

Summary

• The future of digital marketing is relevant communications:

• Right offer, right person, right time, right channel

• Relevance is achieved through:• Personalisation, segmentation and targeting• Behavioural data

• The enabling technologies are:• Marketing automation• A good database

26

Thank You

Any questions?

For more information see “The Fundamentals of B2C Marketing Automation” whitepaper at

www.redeye.com