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4 Reasons to
Automate Your Email
Marketing Campaigns
DJ Waldow
October 28, 2013
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
DJ Waldow (@djwaldow)
•
•
•
•
•
•
•
•
•

Bronto. Blue Sky Factory. Waldow Social.
Marketo – Digital Marketing Evangelist
8th grade
The Rebel’s Guide to Email Marketing
The Definitive Guide to Engaging Email Marketing.
“Best practices are those that are best for YOUR audience.”
Lover of beer, coffee, and people.
#GOBLUE
Eva, Cal, K-Dawg

Page 2
© 2013 Marketo, Inc.

Marketo Proprietary and Confidential
Answers.
Yes

Page 3
© 2013 Marketo, Inc.

Marketo Proprietary and Confidential
Answers.
Yes
Yes

Page 4
© 2013 Marketo, Inc.

Marketo Proprietary and Confidential
Answers.
Yes
Yes
#automate

Page 5
© 2013 Marketo, Inc.

Marketo Proprietary and Confidential
Answers.
Yes
Yes
#automate
@marketo / @djwaldow

Page 6
© 2013 Marketo, Inc.

Marketo Proprietary and Confidential
Over the next ~39 minutes …

• Why Automate?
• 4 Campaigns You SHOULD Be
Automating
• Answers to ALL of your questions!

© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Why Automate?

© 2013 Marketo, Inc. Marketo Proprietary and Confidential
4 Reasons to Automate Your Email Marketing Campaigns
4 Reasons to Automate Your Email Marketing Campaigns
Tactics to Increase Email Engagement

Page 11
© 2013 Marketo, Inc.

Marketo Proprietary and Confidential
Tactics to Increase Email Engagement

Page 12
© 2013 Marketo, Inc.

Marketo Proprietary and Confidential
Triggered Emails Perform Better!

Source: Smart Insights
Page 13
© 2013 Marketo, Inc.

Marketo Proprietary and Confidential
Triggered Emails Perform Better!
BAU = Business As Usual

Source: Smart Insights
Page 14
© 2013 Marketo, Inc.

Marketo Proprietary and Confidential
The Old Way

Triggered
Engagement

Lift

21.7%

Open %

34.0%

57%

Click to
Open %

23.4%

Click to
Open %

37.1%

59%

Click %

5.1%

Click %

12.6%

147%

Open %

Page 15
© 2013 Marketo, Inc.

Marketo Proprietary and Confidential
Page 16
© 2013 Marketo, Inc.

Marketo Proprietary and Confidential
CHANGE THE
CONVERSATION
based on a trigger

Page 17
© 2013 Marketo, Inc.

Marketo Proprietary and Confidential
4 Reasons to Automate Your Email Marketing Campaigns
4 Reasons to Automate Your Email Marketing Campaigns
5x higher
open rates
Source: Experian

© 2013 Marketo, Inc. Marketo Proprietary and Confidential
4x higher
click rates
Source: Experian

© 2013 Marketo, Inc. Marketo Proprietary and Confidential
10x higher
revenue
Source: Experian

© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Page 23
© 2013 Marketo, Inc.

Marketo Proprietary and Confidential
Page 24
© 2013 Marketo, Inc.

Marketo Proprietary and Confidential
Welcome To The
Upworthiest. Turn On
Your Images And
Buckle Your Seatbelt
Page 25
© 2013 Marketo, Inc.

Marketo Proprietary and Confidential
Page 26
© 2013 Marketo, Inc.

Marketo Proprietary and Confidential
Page 27
© 2013 Marketo, Inc.

Marketo Proprietary and Confidential
Page 28
© 2013 Marketo, Inc.

Marketo Proprietary and Confidential
Page 29
© 2013 Marketo, Inc.

Marketo Proprietary and Confidential
Welcome to Club Orchard!

Page 30
© 2013 Marketo, Inc.

Marketo Proprietary and Confidential
Register your Club Orchard account now and
receive a $5 off $25 coupon

Page 31
© 2013 Marketo, Inc.

Marketo Proprietary and Confidential
Welcome Series

New Customer

Page 32
© 2013 Marketo, Inc.

Marketo Proprietary and Confidential
CHANGE THE
CONVERSATION
based on a trigger

Page 33
© 2013 Marketo, Inc.

Marketo Proprietary and Confidential
CHANGE THE
CONVERSATION
based on a trigger

Page 34
© 2013 Marketo, Inc.

Marketo Proprietary and Confidential
Set up once.
Create open/buy habit early.
Learn valuable information about
new customer.
Make more money (!)
Page 35
© 2013 Marketo, Inc.

Marketo Proprietary and Confidential
Remail

© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Resending an email to
a group of people who
have (or have not)
take some action
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
“Remailing is like
printing money.”
-A Bronto client

© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Just for you. Save 15% on your entire order.

Page 39
© 2013 Marketo, Inc.

Marketo Proprietary and Confidential
Last Chance! Save 15% on your entire order.

Page 40
© 2013 Marketo, Inc.

Marketo Proprietary and Confidential
Tees from $15: ends today

Page 41
© 2013 Marketo, Inc.

(10:20 AM PT)

Marketo Proprietary and Confidential
Hours left to save! (3:34 PM PT)

Page 42
© 2013 Marketo, Inc.

Marketo Proprietary and Confidential
4 Reasons to Automate Your Email Marketing Campaigns
4 Reasons to Automate Your Email Marketing Campaigns
4 Reasons to Automate Your Email Marketing Campaigns
Low Effort
High Return
Easily Repeatable
Lights Out
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Post-purchase
transactional email

© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Generally see
higher open and
click-through rates.

© 2013 Marketo, Inc. Marketo Proprietary and Confidential
BUT …
4 Reasons to Automate Your Email Marketing Campaigns
INSTEAD …
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Your SkyMall Order Confirmation +Special Offer

Page 52
© 2013 Marketo, Inc.

Marketo Proprietary and Confidential
Your SkyMall Order Confirmation +Special Offer

Page 53
© 2013 Marketo, Inc.

Marketo Proprietary and Confidential
Your SkyMall Order Confirmation +Special Offer

Page 54
© 2013 Marketo, Inc.

Marketo Proprietary and Confidential
4 Reasons to Automate Your Email Marketing Campaigns
Post-Purchase Series

Post-Review Series

Page 56
© 2013 Marketo, Inc.

Marketo Proprietary and Confidential
Highly personalized.
Continue to engage.
Get reviews. Upsell/Crosssell. Etc.
Page 57
© 2013 Marketo, Inc.

Marketo Proprietary and Confidential
Automate Your
Metrics
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Page 60
© 2013 Marketo, Inc.

Marketo Proprietary and Confidential
Engagement dashboard
provides instant insight into
nurturing effectiveness

Page 61
© 2013 Marketo, Inc.

Marketo Proprietary and Confidential
See how a program, Smart
Stream, or individual content
is engaging prospects and/or
customers over time

Page 62
© 2013 Marketo, Inc.

Marketo Proprietary and Confidential
Highly actionable metrics

1
Spot a trend

Page 63
© 2013 Marketo, Inc.

Marketo Proprietary and Confidential
Highly actionable metrics

2
Target low
performers

1
Spot a trend

Page 64
© 2013 Marketo, Inc.

Marketo Proprietary and Confidential
Highly actionable metrics

2
Target low
performers

3
Remove, or edit
low performers

1
Spot a trend

Page 65
© 2013 Marketo, Inc.

Marketo Proprietary and Confidential
Highly actionable metrics

2
Target low
performers

3
Remove, or edit
low performers

1
Spot a trend

4
Reverse the trend
Page 66
© 2013 Marketo, Inc.

Marketo Proprietary and Confidential
Know exactly when you’ll run
out of content – so you can
keep the conversation going.

Page 67
© 2013 Marketo, Inc.

Marketo Proprietary and Confidential
Don’t guess …

TEST!
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
4 Reasons to Automate Your Email Marketing Campaigns
4 Reasons to Automate Your Email Marketing Campaigns
4 Reasons to Automate Your Email Marketing Campaigns
4 Reasons to Automate Your Email Marketing Campaigns
4 Reasons to Automate Your Email Marketing Campaigns
DJ Waldow
@djwaldow

© 2013 Marketo, Inc. Marketo Proprietary and Confidential

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4 Reasons to Automate Your Email Marketing Campaigns

Notes de l'éditeur

  1. Some data from Marketo’s own email campaigns. As we migrated away from email marketing that was largely based on demographic segmentations only to behavioral, triggered engagement that followed the practices laid out here, these are the results.Result: Big lift!