The document discusses how marketing automation has evolved from basic email marketing and CRM systems. It provides examples of how marketing automation allows companies to personalize communications through segmentation, triggered emails, and integration of online and offline customer data. Case studies show how companies have improved engagement, conversion rates, and ROI through personalized, behavior-based email campaigns enabled by marketing automation platforms. Implementing automation in phases, starting with simple triggered emails, helps companies see early returns before expanding use of the technology.

1. How to Upgrade Your Email Marketing
to Marketing Automation
Mark Patron 2nd April 2014

2. 2
Agenda
• What is marketing automation?
• Marketing automation applications
• Case studies

3. 3
Evolution of marketing automation
Database
Marketing
Target best
customers
RFM data
Direct mail
CRM
Direct mail
targeting
Lifestyle data
Phone
Digital
Marketing
Multichannel
campaign
management
Transactional
data
Search
Email
ROI
1980’s 1990’s 2000’s 2010’s
Marketing
Automation
Personalisation
Event triggered
Behavioural
Data
Mobile
Social

4. 4
Why B2C marketing automation is growing
As number of campaigns overtake available marketing dept. resources
marketing automation and campaign management become necessary

5. 5
Evolution of email marketing
Starting Out Optimisation Marketing Automation
Win by Volume Content Data
Key Metrics List Size
Send Volume
Opens
Clicks
Conversions
Engaged Subscribers
Churn
Key
Activities
Build list
Send frequently
Content
Subject Lines
Contact Strategy
RFM Analysis
Market Basket Analysis
ESP
selection
Cost Deliverability
Reporting
Integration
Segmentation
Automation
Segmentation None Basic
Email - based
Advanced
Purchase history
Web history
Automation None Subscriber Welcome
Series
Abandon Cart
Post Purchase Welcome
Win Back Campaigns
Cross Merchandising
Reviews
Source: Nathan Decker Evo.com at eTail West

6. 6
What do we mean by marketing automation?
• Email marketing
• Web analytics
• Multi-channel
• CRM integration
• Landing pages
• Campaign management
• Reporting
= Marketing automation

7. 7
Database is central to marketing automation
Website Behaviour
Email Engagement
Database
INPUTS OUTPUTS
Email
Mobile
Social
Call Centre
Single customer view
enables relevant
marketing
communications

8. 8
Database in more detail
Marketing Automation
Database
1 - 500m site visits per month
50 - 500 variables to choose from
Database updated hourly
Example variables
Transactional: sales, registrations, accessories
Demographic: gender, DOB, family
Email Engagement: sent, bounce, open, click
Behavioural: products viewed,
preferred categories, reviews, linked products,
preferences, insurance
Campaign: search phrase, source site
INPUTS OUTPUTS
Website
behaviour
Email activity
DM activity
Call centre
Transactional
Offline database
Campaign data
Social media
Surveys
Email
Mobile
Social
Call
centre

9. 9
Agenda
• What is marketing automation?
• Marketing automation applications
• Case studies

10. 10
Marketing automation applications
• Customer segmentation
• Sales funnel management
• Control email frequency
• Triggered email
• Customer lifecycle email
• Campaign management
• Multi-channel marketing

11. 11
Segmentation and targeting - email testing
Email marketers test the
easy things, marketing
automation makes it
easier to test the more
effective things such as
better targeting

12. 12
Sales funnel lead management
Lead scoring in B2B marketing
Measuring customer engagement in B2C…

13. 13
Email engagement and frequency

14. 14
Triggered behavioural email gives best results
Future email
Traditional email

15. 15
Customer lifecycle behavioural email

16. 16
Campaign management

17. 17
More accurate data = better targeting
Email marketing:
• Jane Taylor opened the email
and clicked on link 214/A.
Marketing automation:
• Jane Taylor opened the email and
clicked on link 214/A.
• She first went to the website 4 months
ago and 5 visits later registered.
• She has visited 3 pages on product
XYZ and 2 pages on product ABC.
• 2 of those visits have been as a result
of the search term “low cost XYZ” and 2
visits as a result of “best quality ABC”

18. 18
How to implement cost effectively
• Think big, start small and move fast
• To de-risk B2C marketing automation implementation use a phased
approach, for example:
1. Start with two or three email triggers to prove ROI. For example
basket and browser abandonment. Cost £2k to £3k/month
2. Once the first trigger emails have proven their value the next phase
is to add more triggered emails
3. Consolidate your email marketing on one marketing automation
platform
4. Start to combine other channels such as SMS and call centre
5. Personalise website content so it is more relevant to the consumer

19. 19
Agenda
• What is marketing automation?
• Marketing automation applications
• Case studies

20. 20
Monarch
Monarch incorporated dynamic
content triggered by online search
into a behavioural email campaign.
• 56.53% open rate
• 34.37% CTR
• 6% conversion
• 17,257% ROI

21. 21
Cosmos
1. Abandon search
2. Abandon search follow up
3. Abandon booking
4. Ancillary (holiday extras)
5. Concierge
6. Welcome home
7. Anniversary
Using RedEye’s integrated database Cosmos was able target their
customers based on different types of online behaviour:
Despite behavioural emails only accounting for 4% of email volume,
50% email revenue now comes from these campaigns

22. 22
Sainsbury’s Bank
Using data collected through the offline purchase by customers using a
nectar card, Sainsbury’s Bank was able to target opted-in users with a
relevant insurance product via email marketing.
• 43.2% open rate
• 11.6% click through rate
• 6% conversion rate

23. Summary
• The future of digital and email marketing is relevant
communications:
• Right offer, right person, right time, right channel
• Relevance is achieved through:
• Personalisation, segmentation and targeting
• Behavioural data
• The enabling technologies are:
• Marketing automation
• A good database

24. REDEYE
24
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