LEARNING BY OBSERVINGWhat you can take from marketing automation case studies

Michael Leszczynski @mrleszczynski

Lets get personal

But thats not what I wanted to talk about

Why does being a younger brother suck?

1. Always had to sit in the backseat

2. Never had access to the remote

3. Never got to play Mario

But its not all that bad

1. You dont end up in trouble

as often

2. You get to see what works

What actions will get you grounded

What actions will get you the desired effect

Learning by observing

What you can learn from others

1. It pays off to activate new users

B2B, B2C, C2B Offline, Online Ecommerce

Problems: Low number of sign-ups Low number of orders

Treatment 1: Pop-up

Free store credit

Gender

Benefits

Consistency

Treatment 3: Welcome email

Treatment 2: Facebook form Free store credit

CTAConsistency

Pure content

Progressive profiling

Treatment 4: Welcome series

Treatment 5: Personalization

+53.4% - new subscriptions in the first month

61.16% and 11.21% - average Open Rates and CTR for welcome email + two content messages

8.11% - average CTR for non-selling emails

Results

Store visits +60.18%

Sessions +34.02%

Transactions +31.96%

Average session duration +60.43%

Results

Other way to do it

2. Free stuff leads to profits

only if you do it in a smart way

Is it really free?

Is it really free?

We too make mistakes

3.2% Total Views with the Form

11.7% Total Views no Form

Little impact on the Sales Team

Results

Results

3.2% Total Views with the Form

11.7% Total Views no Form

Little impact on the Sales Team

but were still learning and testing :)

3. Sometimes less is more

Source: Marketing Sherpa

Problems: Lots of inbound traffic Little time to deliver

on the promise

https://www.marketingsherpa.com/article/case-study/email-segmentation-open-rate-increase

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Before After

40

20

CTR OR

4. You need to know when to let go

74.52% of all online carts are abandoned SaleCycle 2016

http://www.salecycle.com/remarketing-report-q2-2016/

Source: Marketing Sherpa

Problems: Low retention Low number of sales

through the online store

https://www.marketingsherpa.com/article/case-study/zachys-triggered-email-grow-ecommerce

Abandoned cart emails 65% OR 14% CTR $16 RPE (Revenue Per Email)

Browse abandonment emails 64% OR 10% CTR $6 RPE

Search abandonment emails 57% OR 10% CTR $5 RPE

Are retargeting ads necessary here?

How long will you be reminding me about this?

4. You dont always have to jump on the bandwagon

Everyone wants that Oreo moment

But you have to be cautious

But you have to be cautious

But you have to be cautious

Because it can backfire

Because it can backfire

Of course its not always the case

It pays off to activate new users

Free stuff leads to profits, only if you do it wisely

Sometimes less is more

You need to know when to let go

You dont always have to jump on the bandwagon

5 Lessons

Questions?

Thanks!

Michael Leszczynski

Content Marketing Manager michal.leszczynski@getresponse.com @mrleszczynski

mailto:michal.leszczynski@getresponse.com?subject=https://twitter.com/mrleszczynski