More Related Content Similar to Four Ways to Automate Your Email Marketing Campaigns (20) More from Cole Information (20) Four Ways to Automate Your Email Marketing Campaigns 3. 3
• Cole Information
• Published in 1947
• Blue Book
• Criss-cross directory of addresses
and phone numbers
• Invaluable information for:
• Telemarketing
• Debt collection
• Law enforcement
• Today, web-based lead generation for small
business.
Then & Now
6. Page 6
© 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
7. © 2013 Marketo, Inc. Marketo Proprietary and Confidential
Over the next ~39 minutes …
• Some scary (but true) email stats
• Why Automate?
• 4 Campaigns You SHOULD Be
Automating
• Answers to ALL of your questions!
9. Photo: Flickr
The average office worker checks their email 30 times
every hour
Typical mobile users check their phones more than
150 times per day
Stats: Source
10. Page 10
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
We are addicted to email … and our smart phones.
12. © 2013 Marketo, Inc. Marketo Proprietary and Confidential
We are all SUPER busy
13. Page 13
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Automation, when done right …
17. Page 17
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Tactics to Increase Email Engagement
18. Page 18
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Tactics to Increase Email Engagement
19. Page 19
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Source: Smart Insights
Triggered Emails Perform Better!
20. Page 20
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Source: Smart Insights
Triggered Emails Perform Better!
BAU = Business As Usual
21. Page 21
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
The Old Way
Triggered
Engagement
Lift
Open % 21.7% Open % 34.0% 57%
Click to
Open %
23.4%
Click to
Open %
37.1% 59%
Click % 5.1% Click % 12.6% 147%
23. Page 23
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
CHANGE THE
CONVERSATION
based on a trigger
24. © 2013 Marketo, Inc. Marketo Proprietary and Confidential
4 Ways to Automate Your
Email Marketing Campaigns
27. © 2013 Marketo, Inc. Marketo Proprietary and Confidential
5x higher
open rates
Source: Experian
28. © 2013 Marketo, Inc. Marketo Proprietary and Confidential
4x higher
click rates
Source: Experian
29. © 2013 Marketo, Inc. Marketo Proprietary and Confidential
10x higher
revenue
Source: Experian
32. Page 32
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Welcome To The
Upworthiest. Turn On
Your Images And
Buckle Your Seatbelt
37. Page 37
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Welcome to Club Orchard!
38. Page 38
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Register your Club Orchard account now and
receive a $5 off $25 coupon
39. Page 39
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
WelcomeSeries
NewCustomer
40. Page 40
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
CHANGE THE
CONVERSATION
based on a trigger
41. Page 41
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
CHANGE THE
CONVERSATION
based on a trigger
42. Page 42
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Set up once.
Create open/buy habit early.
Learn valuable information about
new customer.
Make more money (!)
44. © 2013 Marketo, Inc. Marketo Proprietary and Confidential
Resending an email to
a group of people who
have (or have not)
take some action
45. © 2013 Marketo, Inc. Marketo Proprietary and Confidential
“Remailing is like
printing money.”
-A Bronto client
46. Page 46
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Just for you. Save 15% on your entire order.
47. Page 47
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Last Chance! Save 15% on your entire order.
48. Page 48
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Tees from $15: ends today (10:20 AM PT)
49. Page 49
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Hours left to save! (3:34 PM PT)
53. © 2013 Marketo, Inc. Marketo Proprietary and Confidential
Low Effort
High Return
Easily Repeatable
Lights Out
54. © 2013 Marketo, Inc. Marketo Proprietary and Confidential
Post-purchase
transactional email
3
55. © 2013 Marketo, Inc. Marketo Proprietary and Confidential
Generally see
higher open and
click-through rates.
59. Page 59
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Your SkyMall Order Confirmation +Special Offer
60. Page 60
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Your SkyMall Order Confirmation +Special Offer
61. Page 61
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Your SkyMall Order Confirmation +Special Offer
63. Page 63
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Post-PurchaseSeries
Post-ReviewSeries
64. Page 64
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Highly personalized.
Continue to engage.
Get reviews. Upsell/Cross-
sell. Etc.
65. © 2013 Marketo, Inc. Marketo Proprietary and Confidential
Automate Metrics
4
68. Page 68
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Engagement dashboard
provides instant insight into
nurturing effectiveness
69. Page 69
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
See how a program, Smart
Stream, or individual content
is engaging prospects and/or
customers over time
70. Page 70
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Spot a trend
1
Highly actionable metrics
71. Page 71
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Spot a trend
1
Highly actionable metrics
Target low
performers
2
72. Page 72
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Spot a trend
1
Highly actionable metrics
Target low
performers
2
Remove, or edit
low performers
3
73. Page 73
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Spot a trend
1
Highly actionable metrics
Target low
performers
2
Remove, or edit
low performers
3
Reverse the trend
4
74. Page 74
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Know exactly when you’ll run
out of content – so you can
keep the conversation going.
75. © 2013 Marketo, Inc. Marketo Proprietary and Confidential
Don’t guess …
TEST!
81. © 2013 Marketo, Inc. Marketo Proprietary and Confidential
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