Automation Toolkit: Go Ahead's Tips for Moving to 1:1 Communication Justin Simmons, Email Marketing Manager, @jaysimms

Triggered emails had a 76.7% higher open rate than BAU (business as usual) emails

and a 151.9% higher click rate

Epsilon  Q3  2014  email  trends  and  benchmark  report  

“Bottom line, with email driving more revenue and ROI

than its digital marketing brethren, it is well positioned for a healthy and long future.”

Simms  Jenkins  Founder  &  CEO  BrightWave  

Four Automation Principles (roadmap to success)

1.  What do we need?

2.  How are we going to use it?

3.  Where are we going to put it?

4.  Did it work?

Share-a-tour Case Study

40% of users sent tours to themselves

Cart Abandonment Case Study

25% of all abandoned carts occur on just 5 tours

Produces enough monthly bookings to equal adding another sales associate

Pending Rebooking Case Study

•  Our primary goal was to reduce customers on legacy PR status

•  Our secondary goal was to matriculate new users from PR status

•  Our tertiary goal was to reduce outbound call volume for PR status updates

77% conversion rate for users between receiving the first and third email

What’s next for Go Ahead? •  Using text alerts for facilitating emergency or important pre-tour

communications •  Nurturing communication series for Social leads •  Integration with our ESP and CRM in order to streamline interdepartmental

workflow

Takeaways

Map It! Start small and build yourself up.

Automation is a process that you

should constantly be working towards.

The 4 principles are your road map for

avoiding pitfalls. You have to find what works best for you

and your organization.

Data is only useful if it is actionable. What can you learn from the data? How are customers actually

using your features?

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Questions?

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