Pranešimas, Janio skaitytas el. komercijos konferencijoje "E-komercija '18" 2018 kovo 15 d. - http://e-komercija.eu/ Mes gyvename pasaulyje, kuriame klientų demografiniai ir elgsenos duomenys yra prieinami, bet kuriam verslui siekiančiam aukštų rezultatų yra svarbu kuo tikslingiau ir efektyviau panaudoti šią informaciją. Vienas iš svarbiausių panaudojimų – duomenų taikymas skaitmeninės rinkodaros strategijoms. Rinkodaros automatizavimas leidžia Jums pritaikyti pranešimą kiekvienam unikaliam klientų gyvavimo ciklo etapui ir visa tai Jūs galite lengvai pritaikyti savo versle. Savo pranešime Janis pasakos ir pateiks pavyzdžius apie naujausias komunikacijos su klientais el. paštu pritaikymo technologijas, kurios padeda didinti pardavimus ir klientų lojalumą.

1. Marketing Automation
Elektroninės komercijos konferencija
E-KOMERCIJA '18

4. Rise & Tell
Marketing Automation
automates repetitive tasks such as emails,
social media, retargeting ads and website actions.

5. Rise & Tell
Benefits of Marketing Automation
• saves time
• increases efficiency
• Integrates with your CRM
• data collection
• multichannel management
• consistency
• personalization

6. Rise & Tell
What has changed in the last 10 years?
• Consumer first
• real-time demand
• magnitude of touch points
• competition is everywhere
• ever changing customer
• emotion is vital
• loyalty based on customer experience

7. Rise & Tell
What Are The Common Features And Functions?
Publishing: Social Marketing
Landing Pages
Website Management and Personalization
Ad Campaign Management
Emailing: Email Marketing
Lead Management
Testing
Reporting: Prediction/Scoring
Marketing Analytics
CRM Integration

8. Rise & Tell
Marketing Technology Universe

9. Marketers Are Expected to be Multitalented
Rise & Tell
BUT there is a lack of strategy, tools are too complex and
lack of skill to engage the audience with the right
message and visuals.
Rise & Tell
!
72% of the marketers
think they can do it themselves.
!

10. Success is determined by…
Rise & TellRise & Tell
Your strategy
and process
Your content
and lifecycle
Your
people
… not only by the technology.

11. Rise & Tell
“Batch and Blast” is DEAD
• One-way progression
• Single or limited channels
• Greater interest in being heard than listening
• Creating demand trumped creating value
• Sell vs. Serve
. . . or should be

12. Rise & Tell
The New Mindset
• Two-way dialog
• Multi-channel
• Conversation vs. broadcast, empowered by
automation
• Creating short and long-term value equally
important
• Sell by way of serving first (“Serve to Sell”)

13. Rise & Tell
Email is Marketing’s Connective Tissue
Complement / Supplement
offline marketing
(DR and MM)
Mobile, immediate device-neutral
communication channel
Push / Pull to Digital Content
that is too rich for inbox
(Web site, apps, social media)
Push to / Enable
Online Transactions
Email

14. Rise & Tell
Global traffic by online channel
Source: AlchemyWorx

15. Rise & Tell
Relevant emails drive 18x more revenue
than broadcast emails.
Rise & Tell
– Source: Jupiter Research

16. Rise & TellRise & Tell
1:1 Automation = Goldmine
Ironically, the smallest volume segment pays the
biggest dividends
18x more
revenue
Yet less than
50% of
marketers use it!

17. Janis Rozenblats
CEO

18. Helping companies to
Rise & Tell their stories
through email

19. &
Email Marketing & Automation Platform
+ SMS + Online Surveys
www.mailigen.com
Technology Bundle
Transactional Email Service
powered by Mailigen
www.leadersend.com

20. Rise & Tell
Working with clients
in 120+ countries
(since 2010)
2+ Million
campaigns sent
11+ Billion
emails delivered
Offices & reps in 5 countries

21. Rise & Tell
Customer
Life-Cycle
& Journey Mapping

22. Bill... (B2B)
Long decision-making process, but partner for life
Balanced, not emotional
Patient, but demanding
Requires more handholding

23. Credit: Confession of a Shopaholic
Anna... (B2C)
Quickly makes a decision, quickly forgets
Emotional, spontaneous
Impatient and demanding
Needs very little babysitting

24. Rise & Tell
by Clarbridge
Define the Key Conversion Activities

25. Rise & Tell
RFM: Recency, Frequency, Monetary analysis

26. Rise & Tell
How do you store the value of your website
visitor before he purchases anything?

27. Rise & Tell
email: j.rose@mailigen.com
=

28. Rise & Tell
LifeCycle Email Marketing

29. Rise & Tell
New Subscriber
User registered or signed up on your website

30. Offer value in
exchange for email!

31. New Subscriber Welcome Email Series

32. 83.5%
customers admit that they sign
up for newsletters to receive
discount from the company
Source: DMA, UK

33. Rise & Tell
Browse Abandonment
An item or category page was abandoned

34. Credibility proof
Build trust with seals
Guaranteed benefit

35. Reviews to build trust
Recently viewed products
Fun, emotional element
Free shipping offer

36. Recommended products
Urgency + viewed item
with pricing

37. Rise & Tell
Shopping Cart Abandonment
An item was selected, but left in the shopping cart

38. Items left in the cart

39. Most important factors
for making a decision
73%
Free shipping
56%
Discount

40. 50%
higher click rate for shopping
cart abandonment emails if
recommended products are
included
Source: Hubspot

41. Rise & Tell
First Purchase – Welcome Series
Successfully completed the first order

42. Welcome email (Day 1)
Email preferences (Day 3)
Connect on social media (Day 6)
Share / invite friends (Day 7)
Download a mobile app (Day 14)

43. Product education series over 3 months period

44. Make them
feel special
Invite them to share
and earn credits

45. Personalized onboarding (automated)

46. 60%
of customers who’ve committed
to a sale will make another last-
minute purchase when offered
Source: Maildocker

47. Rise & Tell
Feedback & Review Request
Ask for customer feedback after each purchase

48. REQUST for REVIEW
Engagement boost

49. LOYALTY CHECK with NPS

50. +35%
increase in clicks for emails
with word “thank you” in the
subject line.
Source: ImediaConnections

51. Rise & Tell
Cross-Sell
Don’t end with the first purchase

52. Offer discount for
the next purchase
Offer related
products

53. Relevant items
to original purchase
Beautiful product
imagery

54. Related services to
your upcoming flight

55. Hype

56. Rise & Tell
VIP
High value frequent shopper

57. Personalization
Special approach

58. Make it easy
for the user
to share
Give value for being
a loyal customer

59. Offer double benefits

60. Rise & Tell
Replenishment
It’s time to re-order the same or relevant product

61. 10 days
before refill
20 days
after refill

62. Rise & Tell
Win-Back
It’s been some time since last purchase

63. Social proof
Offer value
Use emotions

64. Rise & TellRise & Tell
Hit the emotional string
“People don't buy products, they buy
better versions of themselves”
- Samuel Hulick

65. Rise & Tell
Recap
Lifecycle Email Marketing
implementation

66. Rise & Tell
Your 24x7x365 employee
Behavior-based
Email Marketing
Automation
Sending customized messages to users based on their data.
“if that, then this” workflow builder

69. Rise & Tell
You must think logical…

70. Rise & Tell
Secret Sauce: Email Workflow Blueprints

71. Trend #1: Agile, Dynamic Messages
Email has come a long way in a short time, with recent evolutions
resulting in a whole new design approach
Source: Movable Ink

72. Trend #2: Interactivity & Engagement
Video, Animation
In this email, Sunglass Hut promoted their
latest trends by including a video that
played directly in the inbox
Only 52% of email marketers have used animation
Only 10% have attempted video-in-email

73. Trend #2: More Interactivity
Counters
Accordion Menus
Sliders
Search in Email
Integrated Forms
Compatibility
Email clients like Apple Mail, Gmail Desktop, Yahoo Desktop, AOL, Outlook on Mac will be functional

74. Trend #3: User Generated Content
Make it more
PERSONAL
Encourage people
to submit more content

75. Trend #3: User Generated Content in Action
Increase TRUST, CONVERSION, ENGAGEMENT
Invite to participate Collect UGC Share to subscribers
*Black Milk Clothing

76. Rise & Tell
LifeCycle Email Marketing

77. Rise & Tell
High Performing Marketing Technology Stack

78. Rise & Tell
YESTERDAY
YOU SAID
TOMORROW

79. Rise & Tell with
Get a 30 min Strategy Session TODAY
email to: j.rose@mailigen.com