Email Marketing and Automation Transformation
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Masterclass presentation at the B2B Marketing Expo March 2018.
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Email Marketing and Automation Transformation
- 1. 1 Transforming Email Marketing and Marketing Automation Dr Dave Chaffey, co-founder and Content Director, Smart Insights ExCeL London, March 21st and 22nd 2018 Download : www.slideshare.net/smart-insights
- 2. 2 State of Email marketing and Marketing Automation report: Smart Insights / GetResponse Average Open Rate = 27% CTR = 3.9%
- 3. 3 Co-founder and Editor of SmartInsights.com - a marketing advice community with > 1/2 million uniques/quarter. Premium members in over 100 countries use our planning guides, templates and online courses to Plan, Manage and Optimise their digital marketing. We also offer consulting and training for members. Digital Marketing strategist, consultant, trainer and author since ‘97 Free Basic membership About Dave Chaffey
- 4. 4 Assess your integrated B2B email lifecycle gap
- 5. 5 Customer lifecycle touchpoint review – filling gaps and optimisation needed!
- 6. 6 Q1. How do you measure email marketing? Email marketing and Marketing Automation Excellence report: Smart Insights / GetResponse
- 7. 7 Location: Published / Surveyed: Sample: Source: Original source: Worldwide Dec 2014 (Not repeated) Collected from 395 million email opens Litmus % Email CTR by position Litmus-Mailchimp research – retained although out-of-date since an interesting, valid stat for informing email Analysis and Recommendation Email marketers know the first links in a mail are the most effective. This data proves it! Make the most of the first 3 CTAs in particular. Response is lower across the board on mobile. This is an old report, but we have retained it since relative importance of clicks is unlikely to have changed.
- 8. 8 Making B2B emails more engaging?
- 9. 9 Q2. How advanced is your email targeting? State of Email marketing and Marketing Automation Excellence report: Smart Insights / GetResponse
- 10. 10 Q3. Are you testing and optimizing? How? Email marketing and Marketing Automation Excellence report: Smart Insights / GetResponse
- 11. 11 B2C Example of Optimising Elisabeth Forsup – Group Head of CRM MyOptique View example
- 12. 12 Q4. Are you maximizing use of automation? Email marketing and Marketing Automation Excellence report: Smart Insights / GetResponse
- 13. 13 Q5. How sophisticated are your touch strategies?
- 14. 14 Automation 1 Welcome Sequence
- 15. 15 Automation 2. Targeted welcome sequence Open rate Clickthrough rate Before 20.0% 1.9% After 18.9 – 27.4% 7.5% - 20.6%
- 16. 16 Automation 3. Lead scoring and grading
- 18. 18 Automation 4. Next-best content with Brightedge and Google
- 19. 19 Automation 5. Use a layered targeting system with dynamic content Email 'Type' Customer Lifecycle Segmentation Prospects Nursery Development Lapsing Lapsed Lifecycle P2C programme Nursery programme Spot the winners Prevent Lapsing programme Lapsed programme Behavioural Triggered by customer behaviour: ABBA, BnB, Accessories etc (max.1 email per week for each programme) Newsletter Sent wk. 1 each month to all contacts with personalised content Feature Email Sent wk. 2 each month to all contacts Offers and Deals Sent wk. 3 each month to all contacts NPI Sent wk. 4 each month to all contacts Source: Harriet Mitchell Smart Insights Digital Impact conference
- 20. 20 Hero banner Customised content: (Customer Profile) • EDE (Electronic Design Engineers) • Non-EDE (Electronic Design Engineers) • Promo Excluded (Key and Corporates) CLC Module Customised content: (Customer Lifecycle) • Nursery • Development • Acquisition BEH Module Customised content: (Behavioural data) • Abandoned Baskets • Browsed Not Bought • Propensity to Buy (A recommendations model) • Top Sellers Product modules can vary in number and format. Maximum of 8 modules per email. Product Modules
- 21. 21 Marketing AI options Source: Premium members Machine Learning and AI briefing
- 23. 23 B2B Conversational UI funnel nudge examples
- 24. 24 NLG: Automated copywriting Sources: Phrasee for Email and Automated Insights / Wordsmith
- 25. 25 Predictive analytics for automation example Analysis of historical Transactions and customer profile data Predictive scoring of prospects and customers
- 26. 26 Have you reviewed your capability gap? Free benchmark templates: smartinsights.com/guides/digital-marketing-benchmarking-templates
- 27. 27 Let’s Connect – Questions and discussion welcome! https://www.linkedin.com/in/davechaffey www.slideshare.net/davechaffey
Editor's Notes
- 5 techniques and review of future
- Showing the need to integrate web experiences with other paid, owned, earned channels
- AI becomes important when you get the basic Marketing Automation and Personalization in place
- Marketing automation is key, here is another example of automated real-time personalised messaging which works well for Smart Insights Compare response rates to email marketing due to use context and personalisation
- A couple of examples of future Natural Language Generation. Left = generates email subject lines for you. Right = writes copy for you!