Date post: | 29-Jul-2015 |
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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?
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
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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