dotMailer's Marketing Automation Webinar w/ Skip Fidura - 22 & 25 April 2014

Email Marketing

Automation Presented by: Skip Fidura

Client Services Director, dotMailer

Chairman, Email Marketing Council, DMA (UK)

@SkipFidura | @dotMailer | #EmailMarketing

@SkipFidura| @dotMailer | #EmailMarketing

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Today’s Takeaways:

• How to NOT cut costs

• Increase Productivity

• Ramp up Your Marketing ROI

• Do you have enough time in your day?

• Are you able to focus on the things that matter?

• Have you been able to spend a day focussing on your email

strategy in the past three months?

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Is there any fat in your team?


• Do you have enough time in your day?

• Are you able to focus on the things that matter?

• Have you been able to spend a day focussing on your email

strategy in the past three months?

Automation only saves staff costs. If there is no fat in your

marketing where on earth would you find staff costs to save?

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Is there any fat in your team?


Why Marketing Automation?


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• Redirects your resources away from the administrative tasks so

you can focus on:

• Strategic planning

• Content creation

• Creative execution

• Split testing

• Response analysis

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Why email marketing automation?


• Enables you to engage with and respond to multiple

customer interactions in a scalable way

• Creates a seamless customer experience

• Creates timely, structured and relevant

1-to-1 messages in real-time

• Maximise opportunity for profitable engagement

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Why email marketing automation?


Add Humanity

8 @SkipFidura| @dotMailer | #EmailMarketing

What is Email Marketing Automation?


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• Date triggered email programmes


Date-driven triggered emails

• Birthdays

• Anniversaries

• Deadlines

• Renewal dates

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Triggered email programmes


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• Date triggered email programmes

• Event triggered email programmes


Behaviour-driven triggered emails:

email engagement

• Automatically follow up those who clicked a link or opened a campaign

• Automatically re-engage those who didn’t open or click

• Wider reach and deeper engagement from hyper-personalization

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Behaviour-driven triggered emails:

website engagement

• Automatically follow-up abandoned carts

• Automatically follow-up abandoned sign-up forms

• Automatically follow-up online purchases and signups

• Dynamically customize email content based on pages or products browsed,

items in carts, or form fields completed

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Proactively Reactive Marketing

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1 2 3 4 5 6 0

Month

New User Advanced Tips and Tricks

Re -Purchase

Upgrade

Thank You

Purchase



Getting to Know You …

Slide: 16

Automated series of event

triggered emails to support

launch of anti-aging capsules

‘Strength Within’

Dove Spa triggered ‘reminder’ campaign


Triggered email series drives

reassurance through

testimonial and cross sell

through use of recommended

products

Dove Spa


Driving repeat purchase and

upsell

Dove Spa


Triggered series of

educational emails following

a web form submission.

Goal: To increase customer

spend and automate data

hygiene.

Ricoh


The series of weekly

triggered emails:

• Informative

• Relevant

• CTA to purchase

Ricoh


• Repeatable – The same action by your customer drives the

same communication from you

• Consistent – The campaign content does not change

frequently

• Optimized – The elements of the automated program have

been thoroughly tested and optimized

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Ideal campaigns for automation


Barriers to Email Marketing

Automation?


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Technology is Hard


It Shouldn’t Be

Slide: 25 @SkipFidura| @dotMailer | #EmailMarketing

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• Date triggered email programmes – Lifecycle marketing

• Event triggered email programmes – Lead Nurturing programmes

But it is also …


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• Date triggered email programmes– Lifecycle marketing


But it is also …

• Personalization


It is NOT Always About the Pretty Pictures

Dynamic

Content

Personalized

Content

• Personalized content puts

data from the database as

content in the email

• Dynamic content uses data

from the database to

determine which content

will go in the email


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But it is also …

• Personalization

• Dynamic content


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eConsultancy Daily Pulse


• Dynamic email alert content based on up

to 10 user preferences

• Logic-based email automation

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But it is also …

• Personalization

• Dynamic content

• Scheduled campaigns


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Last Minute Scheduled Campaign


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But it is also …

• Personalization

• Dynamic content

• Scheduled campaigns

• Remail


Analysis Paralysis


1. Set your objectives

2. Identify your problems and opportunities

3. Plan your data strategy

4. Do your workflow planning

5. Get your content right

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The 5 Key Success Factors


Think BIG

Start small

Scale quickly

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The Biggest Success Factor


Conclusion


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All of the campaigns that allow you to “proactively react” to your customers:

• Repeatable, Consistent and Optimized Campaigns

• Anything that adds humanity through scalable multiple customer interactions

• Campaigns linked to specific dates or customer actions

Don’t let the technology scare you (you are already automating) and don’t be afraid

to Think Big but Start Small and Scale Quickly

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What to Automate


Take away the tasks where you do not add value so you can focus on the

things that do:

• Strategic planning

• Content creation

• Creative execution

• Split testing

• Response analysis

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Why Automate


Questions?


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Thank You!

Presented by: Skip Fidura

Client Services Director, dotMailer

Chairman, Email Marketing Council, DMA (UK)

@SkipFidura | @dotMailer | #EmailMarketing