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Taking the first steps with Email
Marketing Automation
Dr Dave Chaffey. SmartInsights.com
10 Steps to get started
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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:
http://bit.ly/smartdigitaltools
Specialist Digital Marketing consultant, trainer and author since ‘97.
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Agenda – Helping you step up the ladder
Download as a Smart Insights Basic member
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How sophisticated is your
use of Email marketing automation?
GetResponse - Smart Insights
State of Email marketing report
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How this links to performance
GetResponse - Smart Insights
State of Email marketing report
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Q. Are you using the full range of
email options?
GetResponse - Smart Insights
State of Email marketing report
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: eCircle / Teradata case study
Email contact strategy - BEFORE
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Email contact strategy - AFTER
: eCircle / Teradata case study
9 9Kath Pay, Consultant:
Holistic Email Marketing
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STEP #1 SIMPLE WELCOME with OVP
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How relevant are your emails?
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STEP #2 MULTISTEP WELCOME
Source: Chad White: Email Marketing Rules
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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
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STEP #3 TEMPLATED
TARGETED WELCOMEOpen rate Clickthrough rate
Before 20.0% 1.9%
After 18.9 – 27.4% 7.5% -
20.6%
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STEP #4 DYNAMIC CONTENT
TARGETED WELCOME
Tip: Use tags to trigger insertion as shown
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STEP #5 NURTURE USING RULES
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STEP #6 AND LEAD SCORE….
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Lead scoring example
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Step #7 Add Profile fit to Interest or Intent
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Demographic dynamic content
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Demographic dynamic content
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Add Lead grading
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STEP #8 INTEGRATE
WEB ‘SENSE & RESPOND’
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Email 1: 45% Open
8.4% CTR
Email 2: 38%
Open 3.5% CTR
Intent follow-up – click on Category
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STEP #9 RE-ENGAGE
AND RE-ACTIVATE
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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%
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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.
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See how your business compares
http://www.smartinsights.com/howgood
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See how your business compares
http://www.smartinsights.com/howgood
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Let’s Connect – Questions & discussion welcome!
https://www.linkedin.com/in/davechaffey
Free interactive tool – review your digital capabilities
http://www.smartinsights.com/howgood/
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Q&A
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Want more inspiration?
Getresponse.tv/webinars/
Blog.getresponse.com
https://twitter.com/getresponse
GetResponse - Smart Insights
State of Email marketing report
