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Taking your first steps with Email Marketing Automation - Dr Dave Chaffey - GetResponse - Smart...

Date post:23-Jan-2018
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  1. 1. 1 1 Taking the first steps with Email Marketing Automation Dr Dave Chaffey. SmartInsights.com 10 Steps to get started
  2. 2. 2 2 About Dave Chaffey Co-founder and Editor of SmartInsights.com - a marketing advice community with > 1 million unique visitors each quarter. Expert members in over 80 countries use our planning guides, templates and online courses to Plan, Manage and Optimise their digital marketing. We also offer consulting and training for members. Download our free tools guide for Basic members: Specialist Digital Marketing consultant, trainer and author since 97.
  3. 3. 3 3 Agenda Helping you step up the ladder Download as a Smart Insights Basic member
  4. 4. 4 4 How sophisticated is your use of Email marketing automation? GetResponse - Smart Insights State of Email marketing report
  5. 5. 5 5 How this links to performance GetResponse - Smart Insights State of Email marketing report
  6. 6. 6 6 Q. Are you using the full range of email options? GetResponse - Smart Insights State of Email marketing report
  7. 7. 7 7 : eCircle / Teradata case study Email contact strategy - BEFORE
  8. 8. 8 8 Email contact strategy - AFTER : eCircle / Teradata case study
  9. 9. 9 9 Kath Pay, Consultant: Holistic Email Marketing
  10. 10. 10 10 STEP #1 SIMPLE WELCOME with OVP
  11. 11. 11 11 How relevant are your emails?
  12. 12. 12 12 STEP #2 MULTISTEP WELCOME Source: Chad White: Email Marketing Rules
  13. 13. 13 13 Multistep example Source: Chad White: Email Marketing Rules 1st welcome: Get shopping credit! Invite your pals to join zulily too 2nd welcome: Go ahead ... play favorites 3rd welcome: Anytime. Anywhere. Take zulily with you. 4th welcome: Calling all social butterflies 5th welcome: Smart shopping is your superpower With the vast majority of marketers still sending a single welcome email, Zulily is well ahead of the curve with this five- email welcome series that seeks a closer relationship with new subscribers by asking for referrals, asking about their favorite brands, and promoting their mobile app and social presence. Andrea Smith, Design Lead, Content Marketing & Research
  14. 14. 14 14 STEP #3 TEMPLATED TARGETED WELCOME Open rate Clickthrough rate Before 20.0% 1.9% After 18.9 27.4% 7.5% - 20.6%
  15. 15. 15 15 STEP #4 DYNAMIC CONTENT TARGETED WELCOME Tip: Use tags to trigger insertion as shown
  16. 16. 16 16 STEP #5 NURTURE USING RULES
  17. 17. 17 17 STEP #6 AND LEAD SCORE.
  18. 18. 18 18 Lead scoring example
  19. 19. 19 19 Step #7 Add Profile fit to Interest or Intent
  20. 20. 20 20 Demographic dynamic content
  21. 21. 21 21 Demographic dynamic content
  22. 22. 22 22 Add Lead grading
  23. 23. 23 23 STEP #8 INTEGRATE WEB SENSE & RESPOND
  24. 24. 24 24 Email 1: 45% Open 8.4% CTR Email 2: 38% Open 3.5% CTR Intent follow-up click on Category
  25. 25. 25 25 STEP #9 RE-ENGAGE AND RE-ACTIVATE
  26. 26. 26 26 STEP #10 ASSESS and GROW ACTIVITY AND VALUE VIA ANALYTICS These hurdle rates are for whole list. Repeat: By segment, i.e. demographics By product categories purchased Measure Period Number of Subscribers % of list total Never Open All time 48,000 16.0% Last 6 Months 168,000 56.0% Never Click All time 96,000 32.0% Last 6 Months 144,000 48.0% Never Bought All time 48,000 16.0% Last 6 Months 192,000 64.0% Never Bought Online All time 96,000 32.0% Last 6 Months 216,000 72.0%
  27. 27. 27 27 The RS Newsletter Hero banner Customised content: (Customer Profile) EDE (Electronic Design Engineers) Non-EDE (Electronic Design Engineers) Promo Excluded (Key and Corporates) CLC Module Customised content: (Customer Lifecycle) Nursery Development Acquisition BEH Module Customised content: (Behavioural data) Abandoned Baskets Browsed Not Bought Propensity to Buy (A recommendations model) Top Sellers Local Module Product modules can vary in number and format. Maximum of 8 modules per email. Product Modules Optional modules for any local activity/information.
  28. 28. 28 28 See how your business compares http://www.smartinsights.com/howgood
  29. 29. 29 29 See how your business compares http://www.smartinsights.com/howgood
  30. 30. 30 30 Lets Connect Questions & discussion welcome! https://www.linkedin.com/in/davechaffey Free interactive tool review your digital capabilities http://www.smartinsights.com/howgood/
  31. 31. 31 31 Q&A
  32. 32. 32 32 Want more inspiration? Getresponse.tv/webinars/ Blog.getresponse.com https://twitter.com/getresponse GetResponse - Smart Insights State of Email marketing report
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1 1 Taking the first steps with Email Marketing Automation Dr Dave Chaffey. SmartInsights.com 10 Steps to get started
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