Autoresponders are an integral part of every online marketing program. Their goal is to increase engagement and automate lead processing and qualification to help companies scale and optimize their lead generation and lead nurturing campaigns. But do companies really follow the best practices for autoresponders? Optify study was set to examine the best practices of autoresponders and the way companies follow them. In this presentation we cover the key findings from the study, the best practices for using autoresponders and a short demonstration of how to do that using Optify. Read more and watch the recorded webinar here http://www.optify.net/?p=42019

1. MARKETING
AUTOMATION
BEST
PRACTICES:
2013
AUTORESPONDERS
STUDY
©
2013
Op)fy,
Inc.
All
rights
reserved.
1

2. ABOUT
OPTIFY
Optify delivers a simple digital marketing software suite for agencies. Our
complete cloud-based software eliminates the need for standalone tools and
empowers agency marketers to easily create and manage demand
generation programs across multiple websites, nurture prospects, prioritize
the best performing programs and streamline reporting of client results - all
from one login.
Optify, Inc
710 2nd Ave, Suite 840
Seattle, WA 98104
1 (206) 388-4234 (phone)
1 (877) 2-OPTIFY (toll-free)
1 (206) 787-1410 (fax)
Sales: sales@optify.net
Help: support@optify.net
Other Inquiries: info@optify.net
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Autoresponders
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3. Agenda
• Op)fy’s
2013
Autoresponders
Study
§ Form
§ Thank
You
page
§ Email
§ Cadence
• Best
prac)ces
for
building
a
simple
Autoresponders
campaign
• Key
takeaways
• Q&A
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4. Speakers
Doug Wheeler, CMO, Optify
Doug Wheeler, CMO of Optify is a 25-year marketing veteran with deep
experience in B2B sales and marketing.
Doug brings over 25 years of creating winning go-to-market strategies
that have successfully propelled companies from initial startups to
industry leaders, including electronic signature stalwart DocuSign.
Follow Doug on Twitter - @dougawheeler
Zach Okun, Director of Product Management, Optify
Zach is responsible for enforcing Optify's simple mantra -
'Simple, Insightful, and Actionable‘, and thinks that marketers deserve
better tools to deal with rapidly changing technological landscape.
Prior to Optify, Zach was a product manager at Amazon Web Services.
Follow Zach on Twitter - @z_okun
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5. Autoresponders
Study
We examined the best practices for each of these elements and how they are
being followed by online marketers.
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6. Methodology
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7. Findings
-­‐
Form
Companies use an average of 7 fields on their forms. The vast
majority (61%) had 4-7 fields. Companies have an average of 5
required fields on their forms, which means that on average, forms
include 2 fields that are not required. Those fields could be deleted to
make the forms shorter. 35% of companies include no optional fields
while only 43% include two or more optional fields.
The most common not required field is “Comments” (open text field).”
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8. Findings
-­‐
Thank
You
Page
91% of the companies observed displayed a Thank You Page stating
the form was received.
Only 18% of the companies that showed a Thank You Page displayed
a call-to-action immediately upon form submission. Taking into
account all companies with an online form, only 15% leveraged the
form submission to surface relevant content and try to entice
additional engagement.
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9. Findings
-­‐
Email
64% of follow up emails used personalization in their email, but only
58% of the immediate (within 15 minutes of form submission)
autoresponse emails were personalized to the individual who filled out
the form.
Only 18 % of the immediate (less than 15 minutes) autoresponse emails
provided an unsubscribe option. While those could be considered as
transactional and don’t require an unsubscribe option, the best practice
would be to include the unsubscribe option in these emails.
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10. Findings
-­‐
Email
47% of the autoresponse emails included a call-to-action. From the
emails that did include a call-to-action, 51% included just one unique
call-to-action and only 55% had the call-to-action above the fold
(visible in the preview pane).
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11. Findings
-­‐
Cadence
78% of companies that utilized autoresponders sent the first
autoresponse email within 1 hour. 70% sent it within less than 15
minutes. The average response time for the companies that
responded within an hour was 3 minutes and 4 seconds.
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12. Findings
-­‐
Cadence
29% of the companies that utilized autoresponders sent more than
one email within one week. The average amount of emails sent by
these companies in the first week was 2.54.
66% of the companies that sent multiple emails, sent the second
email within 24 hours of the first email. The average time between
the first and second email was 1 day, 6 hours and 33 minutes.
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13. Whitepaper
download
Email
1:
Thank
You
email
• CTA:
Download
content
Email
2:
Autoresponders
playbook
• CTA:
Download
content
Email
3:
Autoresponders
study
• CTA:
Download
content
Email
4:
5
reasons
to
try
Op)fy’s
Autoresponders
• Take
the
demo
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14. Crea)ng
your
landing
page
Landing
Page
Templates
WYSIWYG
Editor
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15. Crea)ng
the
form
6
fields
(only
necessary
fields)
Only
required
fields
Set
the
thank
you
page
and
confirma)on
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16. Thank
You
page
Branded,
aligned
Primary
Call-­‐to-­‐
Ac)on
Relevancy
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17. Immediate
email
Branded,
aligned
Personalized
Relevancy
Call-­‐to-­‐ac)on
Branded
“From”
Personalized
Unsubscribe
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18. Schedule
the
follow
up
Personalized
the
“From
Line”
Name
your
email
Schedule
the
response
Relevant
subject
line
Exclude
irrelevant
audience
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19. Create
the
flow
Set
the
cadence
()ming)
Set
the
cadence
(frequency)
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20. Track,
Measure,
Refine
Posi)on
in
the
flow
Engagement
List
quality
Cadence
&
Resonance
Alignment
Email
engagement:
alignment
&
interest
Subject
line,
relevancy,
personaliza)on,
message
alignment
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21. Key
Takeaways
• Immediacy
• Relevancy
as
a
way
to
increase
engagement
• Provide
value
in
every
interac)on
• Test
cadence
to
know
when
and
how
much
to
push
• Always
Be
Tes)ng
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22. Addi)onal
Resources
• Autoresponders
study
–
hlp://bit.ly/autoresponders-­‐study
• Autoresponders
infographic
–
hlp://www.op)fy.net/?p=41649
• Op)fy
Demo
–
hlp://www.op)fy.net/demo
• Free
trial
–
hlp://www.op)fy.net/sign-­‐up
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