1. MARKETING AUTOMATION:
W email is still the killer app!
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Chaz McGregor – SATIC eTOURISM CONVENTION
Prepared by Via Media Communications. A Digital and Direct Marketing Agency.

2. “ Via Media is South Australia’s leading Digital
and Direct Marketing Agency. W combine
e
strategy, creative, data and technology to
connect our clients with today’s customers. . ”

3. Former Director
W Am I T T
ho o alk?
Past Clients

4. W W Do it For
ho e

5. Today’s Discussion
• Marketing Automation: A Practical Definition
• Upside
• Case Studies
• What You Should Do Tomorrow

6. A Definition
Marketing Automation is
2.Defining your customer journey
3.Then identifying possible life-cycle touch points
4.And planning marketing programs that match up
5.Using technology that can deliver them automatically
6.To nurture leads into sales and repeat business

7. The Customer Journey
PR, Online Website, SEM, Email, Share to
Advertising DM, Website, SEM, Email, Social Social, Social
Email, Blogs, Social
PR, SEM
Website,
Email, Social
SEM, Email
Awareness Knowledge Consideration Selection Satisfaction Loyalty Advocacy
Pre-Purchase Purchase Post-Purchase

8. It’s All About ROI
Marketing Performance http://www.datranmediasurvey2010.com/

9. The King is Dead?
Commercial e-mail
returned $40.56 for every
dollar spent on it in 2011
source: DMA’s 2011 Power of Direct economic-impact study

10. Long Live the King!
In 2012, Email Marketing is
predicted to account for $67.8
billion in sales.
source: DMA’s 2011 Power of Direct economic-impact study

11. W Email works …
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• It allows targeting
• It is data driven
• It drives direct sales
• It builds relationships, loyalty and trust
• It supports sales through other channels

12. And most importantly …
Reach the right audience,
With the right content,
At the right time!

13. How is this achieved ?
Behavioral triggered campaigns
perform 325% better than simple
blast campaigns
(Silverpop B2B research)

14. Triggered Email Campaigns W Better
ork
Volume of Emails sent Sales Generated
4.1%
Triggered
Campaigns
40.2%
Triggered
Campaigns 59.8 %
95.9 % Batch
Batch Campaigns
Campaigns

15. Appetite for Consumption
Average buyer
consumes 20-50
content assets in
60 days (IT
buyer)
Source: Google/TechTarget Behavioral Research Project
Phase 2: 2010
Email is one of the most cost effective and highest returning
forms of communicating with a customer throughout the
entire relationship life cycle.

16. Behavioural Segmentation
Traditional Segmentation Segmentation 2.0
• Geographic Adding real-time behavior elements
– Region including…
– Population Density
• Demographic •Purchase Behavior
– Age – Last purchase date
– Number of purchases
– Gender – Purchase value
– Income •Web Behavior
• Psychosocial – Visited your website
– Social Class – Viewed a product page
– Lifestyle – Submitted a web form
– Accessed your online resources
• RFM Analysis •Social Behavior
– Recency • Shared your message with others
– Frequency •Email Behavior
– Monetary – Clicked an email link

17. Behavioural Segmentation
• Highly relevant to
individual or buying
stage
• Based on web activities
• “Set it and forget it”
• Increased Revenue
Performance

18. EUROSTAR UK eg: “Leisure traveller’s conversation”
Reactivation (not
travelled in 12mths)
7. Lastminute 1. Confirmation
availability Purchase ticket (receipt)
(tactical)
6. Destination 2. Cross-sell (just
inspiration after receipt)
(monthly) Inspiration Purchase
phase phase
5. Leisure 3. Pre-travel
newsletter inspiration (7-10
(Quarterly) days before)
Non bookers incentive (not
booked since subscribed)
4. Welcome back
(Mon after w/e)
Subscribe to newsletter

19. The Value of Nurturing
• Nurture campaigns have 2X the Open Rates and 3X
the Click-Through-Rates at of one-off emails
• 23% shorter deal times for nurtured than non-nurtured
leads
• Higher win ratios for prospects touched 3-4 times per
month by marketing nurture campaigns.
• 47% higher order value from closed sales that were
nurtured versus sales that were not
• Increase sales-ready leads by 50% using existing
staff for nurturing campaigns with little to no
incremental investment
Source: Aberdeen, Sirius Decisions, Demand Gen Report, and
Silverpop Research

20. Campaign Design: If. Then.

21. Abandoned Cart Mails Rock
•25% conversion on cart
abandoners.
•Cart program accounts for
almost 1/3 of TOTAL
yearly email sales

22. Abandoned Cart Mails Rock
Abandoned Cart Promotional
Emails Emails Comparison
Open Rate 37% 8% 4.6x
Click-through 41% 14% 2.9x
rate
Conversion rate 20% 5% 4x
Sales/email $7.46 $.08 97x
Source: Silverpop Client

23. Post Purchase Review Requests
14% of those
who click place
another order
2nd highest
conversion rate
next to
Abandon Cart
emails.

24. The Tools
Tools we use
Certified Partner Certified Partner
Other great tools
Web 2.0 Platforms
Don’t forget though

25. So W Do I Do Tomorrow?
hat
• Define your customer journey
• Prep a content plan for each step
• Invest in the tools to support it
• Do the heavy lifting up front (resource
intensive)
• Test, Refine, Retest, Refine
• Set and Forget (for a while)
• Measure, Retest
• Outsource, but no substitute for immersion

27. Want to Talk Some More?
Chaz McGregor
08 7225 2688
0431 535 531
Twitter: chazmcgregor
Skype: chazmcgregor
LinkedIn: chazmcgregor
www.viamedia.com.au