247 billion emails are sent each day - as an email marketer, you can't afford to NOT be using marketing automation tactics. If you're not there already, Whereoware provides a good place to start, with 10 emails to automate today.

1. 10 emails to automate today
May 17, 2012

2. About Whereoware
Online strategy, design, development +
marketing
The stats:
• Twelve years in the business
• Work with: B2B services, B2B product, + B2C companies
• The Whereoware philosophy: 1-to-1 marketing - targeted,
personalized, automated
• Silverpop partner
• 2011 agency partner of the year
• Worked with Silverpop for six plus years
• 50+ Silverpop clients
• Twitter: @whereoware

3. A few of our clients…

4. 84.7 billion pieces of mail sent last year
(2011, U.S. Postal Service)

5. 250 million tweets per day
(TechCrunch, October 2011)

6. 35 billion pieces of content shared on
Facebook each week
(HubSpot, 2011)

7. 87.7 text messages sent or received per day
by 18-29 year olds who use the text (Pew Research Center, 2011)

8. 247 billion emails are sent each day
(Email Marketing Reports, 2012)

9. $44.25 is returned for every $1 spend on
email marketing (Direct Marketers Association )

10. Marketing automation

11. Automated targeted emails work
Normal 35% Normal 28% Normal 6.5 Normal 26%
Automated, 52% Automated, 45% Automated, 8 Automated, 20%
Targeted Targeted Targeted Targeted
Normal $387 Normal 1% Normal $15
Automated, $499 Automated, 4% Automated, $12
Targeted Targeted Targeted
Twitter: @whereoware * All data taken from Whereoware clients

12. Automated targeted emails work
Normal 35% Normal 28% Normal 6.5 Normal 26%
49% 60% 23% 23%
Automated,
increase52% increase45%
Automated, increase8
Automated, decrease
Automated, 20%
Targeted Targeted Targeted Targeted
Normal $387 Normal 1% Normal $15
29% 300% 25%
increase$499
Automated, increase4%
Automated, Automated,
increase$12
Targeted Targeted Targeted
Twitter: @whereoware * All data taken from Whereoware clients

13. 10 programs to automate
Bill’s faves Teya’s faves
• Reminders • Renewals
• Abandoned web • Cross sell/upsell
page • Milestones
• Product
• List clean-up
reviews/surveys
• Loyalty programs • Inactive customer
• Abandoned
demo/webinar 13

14. Reminders
•
•
• Difficulty level: medium
14

15. Reminders: examples
15

16. Reminders: examples
16

17. Reminders: examples
17

18. 18

19. Renewals/refills
•
•
• Expiration
date, renewal date, or
Difficulty level: medium cycle length or start date
19

20. Renewals
20

21. 21

22. Abandoned Web Page
Defined: email sent out
hours to two days after a
user visits a specific page,
but does not complete the
goal
Goals: Encourage goal
completion
What you need:
Silverpop’s web tracking
code installed. You may
need order information or
survey information Difficulty level: simple/medium
22

23. Abandoned web page: example
WEBPAGE EMAIL
23

24. Abandoned web page: example
EMAIL
WEBPAGE
24

25. Cross-sell/up-sell
Defined: a series of emails
providing customers with useful
information about like products
or services
Goals: Encourage additional
orders
What you need: past purchase
information, relational tables
Difficulty level: medium/involved
make it easy
25

26. 26

27. 27

28. Product review
Defined: email sent X
number of days/weeks
after a visitor orders
Goals: Encourage social
interaction and user
generated content and
gain insight into product
information or customer
service interactions
What you need: website
data + a third party review
tool Difficulty level: simple/medium
28

29. Reminders: example
29

30. List clean-up
Defined: identifying +
removing invalid +
inactive contacts from
a database.
Goals: Save $$$$ +
reengage contacts
What you need: just
Silverpop Difficulty level: simple
30

31. 31

32. 32

33. Loyalty program
Defined: incentive email
sent when a certain
business goal has been met
(number of purchases,
revenue, visits, etc.)
Goals: Encourage
reorders/revisits and
customer loyalty
What you need: goals,
order history, customer
levels
33

34. 34

35. 35

37. Milestones
Defined: email sent X
number of days/weeks
before a significant date:
birthdays, anniversaries,
the day a business started
with your company, etc.
Goals: Reinforce the
customer relationship
What you need: customer
demographic data or
Difficulty level: medium
customer date

38. 38

41. Abandoned demo
Defined: an email sent
out 12 hours to two
days after a demo was
abandoned
Goals: Get users to
finish the demo
What you need: demo
data Difficulty level: involved

43. Inactive customer
Defined: an email sent x
number of weeks/months
after a customer stops
interacting
Goals: Get customers to
reengage with your
brand
What you need: last
login date, last order
date, Silverpop tracking
Difficulty level: simple/medium
code, etc

47. 10 programs to automate
Bill’s faves Teya’s faves
• Reminders • Renewals
• Abandoned web • Cross sell/upsell
page • Milestones
• Product
• List clean-up
reviews/surveys
• Loyalty programs • Inactive customer
• Abandoned
demo/webinar 47

48. Questions
VOTE
@whereoware now to see who wins
VOTE FOR TEYA
GET IN TOUCH
Bill Haskitt
bhaskitt@whereoware.com
703-889-1212
Website: www.whereoware.com
Twitter: @whereoware
Facebook: www.facebook.com/whereoware
Blog: www.whereoware.com/blog