Marketing Automation:

Size: px
Start display at page:

Download "Email Marketing Automation:"

Transcription

1 Companies that operationalize automation best practices deliver better customer experiences and improved conversion rates. Marketing Guide April 2012

2 2 How can you make a bigger impact with your marketing campaigns without investing more dollars and manpower? automation is the answer. continues to be an effective communications tool after all, virtually everyone in the online world uses it. For marketers, the high penetration rate of means that it s a great way to reach customers at a low cost. And because it s a direct sales driver, the returns are very strong. It comes as no surprise then that according to a B2B Magazine 2011 poll of business-to-business (B2B) marketers, 68 percent reported that they plan to spend more on marketing this year. Understanding how to make the most of marketing programs starts with an understanding of automation and how it can be utilized within the context of customer relationship management. A belief that automated messages are robotic and impersonal couldn t be further from the truth. automation done right improves the customer experience, as well as deliverability, marketing efficiencies, relevancy and ROI. Within the digital sector, far outperforms every other channel on return on investment (ROI), which is projected to average an impressive $44.25 for every dollar spent in B2B Digital Spending Increases 2011 Source: B2B Magazine, 2011 In this guide, we ll cover the latest statistics, facts and trends in automation, discuss the benefits and opportunities, and provide strategies that can help you improve campaign performance: Leverage welcome programs to maximize subscriber value at acquisition. Incorporate dynamic content to improve personalization and relevancy. Implement trigger campaigns based on subscriber activity and behaviors. Create drip campaigns to strengthen subscriber relationships over time. Plus, check out our Bonus Checklist: Idea Starters for High-Touch Trigger Campaigns.

3 3 Automation Stats, Facts and Trends automation can be defined as the use of software tools to automate management, including welcome programs, dynamic content, trigger campaigns and drip marketing. Automation makes otherwise manual processes much more efficient and frees up time and resources for new, more sophisticated programs. Plus, when you automate, you unquestionably save time and money you re not recreating the wheel every time you launch a campaign. Automated programs done right also improve relevancy, because automation allows you to customize content dynamically and ensures that you re delivering the right message to the right subscriber at the right time. In fact, according to a 2010 Aberdeen Group study, best-in-class companies leverage automation 45 percent more often than weaker performing organizations. Automation also improves open rates. Depending on the content and industry, marketers are reporting that automated s are garnering a percent open rate. This is a wide range, but when you compare it to open rates achieved through manual programs, the impact is clear. Automation = Better Subscriber Experience = Higher Revenue MarketingSherpa presented findings on the impact of trigger s sent immediately after onsite searches for lowfares. com. By sending these highly targeted and timely messages, lowfares.com achieved 200% higher open rates and 50% higher click-through rates than what they were able to get with their standard newsletter. Manual programs deliver open rates of percent on average significantly less than automated programs. This metric is particularly important because it directly impacts revenue. If more subscribers open your s, more subscribers convert. And more conversions mean more revenue. Automation Benefits Having established the importance of automation in marketing, the challenge becomes how to successfully capture all the benefits that automation can deliver to your campaigns: Benefit #1: Significant improvement in the economics of your campaign performance overall. Automation allows you to understand your subscribers better, and the more that you know about your subscribers, the better able you are to deliver value. And better delivery of value translates directly into higher revenue. The beauty is that you can achieve this revenue bump without incurring additional costs. In fact, automation reduces your resource requirements both man hours and cash investment through creating a streamlined, efficient workflow. Benefit #2: Improved deliverability and sender reputation. Your deliverability reputation is a combination of positive response rates things like opening and clicking and negative response rates, which include things like spam complaints and subscriber inactivity over a certain time period. When you automate effectively, you engage your subscribers in the way that they want to be engaged. This translates into stronger trust and less fraud, which in turn increases your deliverability rate and improves your reputation. Internet service providers (ISPs) carefully watch response rates and complaints to assess your sender reputation. If your subscribers are more engaged, more of your messages will land in the inbox.

4 4 Benefit #3: Improved subscriber engagement. When you send a subscriber the right message at the right time, you improve the quality of the dialogue and relationship with that subscriber, which, in turn, improves your response rates. By automating activity tracking, you make it possible to understand what your subscribers need and what will motivate them to act favorably within the always-critical window of opportunity. Automation Opportunities Whether you re getting started with automation or looking to build a broader automation infrastructure, it s important to understand the range of automated programs available to you. Each serves a different and important purpose in your campaign toolbox. Welcome Programs If you do nothing else with automation, the welcome program is unquestionably the most important. Welcome programs are ideal for automation because the messages and delivery are pre-determined, saving you time, money and manpower. Welcome messages are sent automatically immediately after someone subscribes, places an order or registers with your company. They serve as the foundation of your relationship with your subscribers and present the perfect opportunity to get off on the right foot and learn a host of valuable information about them giving your company an advantage in the long term. Information gathering through welcome programs is best achieved through a structured path of engagement and data capture. The process involves funneling subscribers to a landing page featuring data capture forms. Once the subscriber submits the requested information, a confirmation is sent asking new subscribers to verify that they did indeed intend to opt in. Confirming this helps keep your list clean and improves your deliverability through a more engaged subscriber base. Welcome campaigns should be linked to all opt-in sources. Every business has a unique set of opt-in opportunities what s important is to capture registrations from all your customer touch points, including newsletter subscriptions, point-of-sale, account registration, first purchase, reactivation and social media. You can also leverage interest-based signups things like trade shows, events and product releases. By implementing a welcome program across all opt-in sources, you give your new subscribers a chance to expand their interest categories through preference setting. It s also important to remember that welcome programs are not only applicable to a first point of contact. They can also be employed at any new milestone in a relationship, such as when a customer signs up for an additional subscription, registers a previously unregistered account or reactivates after a period of time. To recap, here are the key points to focus on when executing a welcome program: Conduct a touch-point review to make sure that you re capturing data across all opt-in sources. Make sure that the call-to-action in your welcome is in a logical place, visually distinct and communicates an obvious benefit. Funnel your prospects to a concise landing page to capture only data essential to completing registration.

5 5 After registration is complete, immediately send out a confirmation to express your thanks, verify the optin and invite the new subscriber to set preferences. Once you have captured subscribers content preferences, make sure to deliver consistently against those preferences and provide the opportunity to update their choices. ESPN Welcome Engages and Informs Lyris client ESPN uses a solidlyexecuted welcome program to deliver highly-targeted, relevant content to its subscribers, based on their reported interests. Once a new subscriber completes a Web form to sign up to receive , ESPN sends out a welcome to acknowledge the registration. Notice that it confirms the subscriber s name and provides prominent calls-to-action to set preferences. The also communicates value through a list of contents and prizes that the new subscriber can access. There s also an opportunity to connect on social media. Dynamic Content A dynamic content is one in which the content is varied to create highly individualized and targeted messages. The content is based on a wide variety of gathered data, including contact information, demographics, behavioral patterns and preferences. By pulling from these different data points, marketers can create content blocks within offers to create a customized stream. The key benefits of dynamic content are the ability to create a personalized experience, achieve better relevancy and timeliness, and spur more active customer engagement. The value that automation delivers to dynamic content lies in the ability to create filters that seamlessly deliver customized content without any manual intervention. It s a great way to deliver highly relevant, timely and personalized messages that generate better performance for you and a better experience for your subscribers. Dynamic Content Best Practices The use of dynamic content in automation has been proven to increase order size, response and revenue because these types of s are more relevant to the recipient. Dynamic content is as effective as the data that it leverages. That s why it s critical to execute a fully featured welcome program to capture both demographic and preference data. Then, by overlaying behavioral data, filters can be set up based on predetermined business rules, in effect automating personalization. Welldesigned filtering rules can vastly improve the subscriber experience. Trigger Campaigns Today s most successful marketing campaigns use triggers to automatically send based on customer behavior. A trigger can be a customer action or response, an event like a date, a website update or a response to Web analytics or Web visit data. By establishing a set of business rules and criteria around such customer behaviors, marketers can decide the right message, the right customer and the right time, and use the combination for highlyeffective programs.

6 6 Trigger-based marketing programs seize the moment by capturing just-in-time data and turning it into automated, executable campaigns while the window of opportunity with customers and prospects is wide open. Trigger campaigns are effective because they are customer driven when a customer signals you and you respond, you nurture your customer relationship. You re then in a good position to implement high-touch campaigns that deliver value with each message. Messages won t be perceived as unwanted and annoying because they re initiated by your subscriber. Once set up, trigger programs work automatically and don t require day-to-day management. They aren t subject to delays when resources are tight or other priorities come up. And trigger can complement broader communications like newsletters, special offers or acquisition programs. The Bonus Checklist at the end of this guide provides 12 ideas for trigger campaigns that you can use to strengthen your relationship with your subscribers. Drip Marketing Drip marketing is defined as a communication strategy that sends or drips a specified sequential set of messages to customers and prospects at predetermined intervals. Unlike other types of automated campaigns, drip marketing isn t driven by subscriber behaviors and preferences. Instead, it s typically driven by the marketer. So what kinds of things can you incorporate into your drip campaigns? Educative content things like Webinars, white papers and guides. This provides immediate value and a halo effect around good will and thought leadership. Events like an invitation to a seminar, a party at a tradeshow or a networking event. Your campaign could include offers around discounted registration or an invitation to a bonus event followed by a formal invitation and a last chance offer. Special offers that motivate engagement with your products, services and people for instance, you can entice a subscriber pre-conversion to try your product for free, or you can offer consultations. Setting Up a Trigger Campaign Drip marketing is frequently used as a sales cycle management tool. Particularly for industries with long sales cycles, it can be a very effective technique for keeping prospects in the pipeline. Automate customer-driven activities and events. The window of opportunity to respond to these interactions is narrow; automation ensures timeliness. When designing your campaigns think through the migration of your customer through your trigger program and establish rules for what happens for all the possibilities. Develop a trigger plan that defines what will be sent, to whom and when. As your data capture continues to grow, look for new opportunities to expand your trigger programs, and remember: your performance improvement hinges on the quality of your business rules.

7 7 A drip marketing best practice is to leverage good will offers things that will help your subscribers succeed. Try content, event and other special offers to deliver meaningful value. Since these offers require an investment to fulfill, make sure that you re qualifying your leads and segregating them into tiers for drip campaigns. While you don t want to lose lower tier leads, you also don t want to invest a significant amount to convert them if the return is low, nor do you want to get distracted from higher value targets. The key at the end of the process is to secure the conversion with a strong ROI. Sonic Bids Drip Campaign: Daily Alerts to Upcoming Events Lyris client Sonic Bids helps bands get gigs and promoters book the right bands the site connects musical artists and agents. Sonic Bids has set up a triggered daily drip campaign about new upcoming events, a great way to provide relevant, timely information and stay top-of-mind with their subscribers. Conclusion automation delivers a wealth of opportunity for marketers today. It s a key driver in delivering the consistent growth and returns enjoyed by best-in-class companies who systemize best practices around automated programs. Automation done right goes beyond improving campaign performance. It also contributes to improved deliverability, sender reputation and subscriber engagement through a range of automated programs that serve different and important purposes: Welcome programs are essential to getting off on the right foot with new subscribers. Gathering information and setting preferences lay the foundation for a great experience. Dynamic content provides a great way to keep content fresh, interesting and personalized. Trigger campaigns leverage customer-initiated actions that provide the opportunity to respond in a timely fashion and seize the moment during a narrow window of opportunity. Drip marketing is an important tool for managing the sales process and building customer retention. As importantly, automation is a strong contributor to the bottom line, leveraging s superior ROI performance over all other marketing channels and improving marketing efficiencies to free up time and resources for other initiatives.

8 8 Bonus Checklist: Idea Starters for High-Touch Trigger Campaigns Abandoned Shopping Cart These campaigns more than double the number of orders and the order size. Send an announcing a special offer, free shipping or other sweetener to encourage someone to come back and complete his or her purchase. Refine these messages by testing different offers and timing: while you may think that the sooner an is sent, the better, many companies have found that timing the trigger to go out 24 or 48 hours later is more effective. Win-back programs Set up trigger messages that include incentives for those who haven t purchased or visited your website for a while. Start with those who haven t purchased in the last three months, six months and a year. Use their purchase history to determine the right offer and then use dynamic content to easily deploy to a wide variety of audiences. Satisfaction survey Send trigger with a satisfaction survey after the first purchase and on a metered schedule after that. Consider offering a discount or prize for those who take the survey. Remember to quickly act upon anything customers have complained about and investigate their suggestions. Cross-sell Use trigger to cross-sell from other products, particularly from lower performing products to best sellers. Set up a trigger whenever someone either buys or looks at a product on your site that isn t one of your top 10. It should promote a special offer on your strongest product and hopefully convert visitors to customers and larger sales. punch card program Set up a program to keep track of the number of purchases by unique customers. When customers have purchased 10 times, give them a free gift or discount coupon. Use a trigger series to let them know how many punches they have made and to promote special offers or products to encourage them to add another punch to their card. Customer service trigger For those who have contacted customer service, trigger a follow-up asking if their concern was addressed to their satisfaction. Provide contact information, hours of operation and response time frame for unresolved customer service inquiries. Internal notifications While not a customer-facing application, don t be afraid to use the trigger functionality to communicate with your sales or customer service teams. For instance, you can set up alerts so a sales rep can follow up to make sure all is well if a customer reviews particular content on your website or goes to a customer service page. Or, send alerts to your PR team for follow-up when reporters visit your press room. Seasonal trigger If you sell sports-related products, set up triggers before championship matches to promote logo merchandise. For health care or beauty products, set up triggers to automatically remind customers to order more allergy medicine or sunscreen when hay fever season or hot weather rolls around again. Use holidays or special events as triggers, segmented by purchase history, to create trigger messages for products and offers that are relevant to your subscribers. Service reminder triggers If your company provides a service such as tire rotation, software upgrades, dental checkups, furnace filter replacements and so on, send reminders to set the next appointment or to take advantage of special offers. Milestone Offer your customers a discount or gift on their birthday, anniversary or other special day. If you market to businesses, send an offer on start-up anniversaries or on the first day a business started working with your company.

9 9 Reactivation If customers have not purchased or clicked through an in more than six months, their likelihood of purchasing in the future is low. A reactivation can promote new targeted offers or a general discount to get those customers to purchase from you again. alerts Encourage your customers to modify their profiles to set up alerts when new products are in stock, when their favorites go on sale or to receive alerts when new content is uploaded to your website. These are great because they are truly customer-initiated.

10 Contact North America United States Corporate HQ 6401 Hollis Street, Suite 125 Emeryville CA USA Silicon Valley 4 North 2nd Street, Suite 1100 San Jose, California Toll-free Intl Fax Latin America Argentina Luis Maria Campos rd floor (C1426BOI) Ciudad de Buenos Aires Main +54 (11) Brazil +55 (11) Mexico +52 (55) Europe EMEA United Kingdom Vauxhall Bridge Rd London, SW1V 1AU Main France Sales Support Asia Pacific Australia 5/ Harris Street Ultimo, NSW 2007 Phone Fax About Lyris, Inc. Lyris, Inc. is the global digital marketing expert, delivering the right blend of technology and industry knowledge to help businesses achieve value with their marketing campaigns. Through its in-the-cloud integrated marketing suite, Lyris HQ, and reliable on-premises solutions, including Lyris ListManager (Lyris LM), Lyris provides customers the right tools to optimize their online and mobile marketing initiatives and deliver quantifiable ROI. Copyright 2012 Lyris, Inc. All rights reserved. lyris.com

25 Essentials for Exceptional Email Campaigns

25 Essentials for Exceptional Email Campaigns 25 Essentials for Exceptional Email Campaigns Today s email marketers must navigate their way through a complicated landscape of shifting customer expectations, challenging new technologies, evolving government

More information

Ecommerce Customer Acquisition:

Ecommerce Customer Acquisition: Ecommerce Customer Acquisition: Tips for Acquiring Subscribers Who Will Become Loyal Customers by Donna Fulmer, Listrak Marketing Communications and PR Manager May 2013 With 55% of marketing professionals

More information

Automate, Increase Engagement, & Drive Revenue with Triggered Messages

Automate, Increase Engagement, & Drive Revenue with Triggered Messages WHITE PAPER Automate, Increase Engagement, & Drive Revenue with Triggered Messages Automate, Increase Engagement, & Drive Revenue with Triggered Messages According to academic literature, the average maximum,

More information

EMAIL MARKETING REFRESHES

EMAIL MARKETING REFRESHES WHITE PAPER 7 EMAIL MARKETING REFRESHES 7 EMAIL MARKETING REFRESHES The success of an email campaign can be determined by a variety of key performance indicators (KPIs): open ratio, click through ratio,

More information

Nurture Registrants with Triggered Email Follow-up

Nurture Registrants with Triggered Email Follow-up Nurture Registrants with Triggered Email Follow-up Will Schnabel VP Business Development, Silverpop wschnabel@silverpop.com Twitter: @wschnabel Silverpop 1400+ customers, 2000+ brands Email Marketing and

More information

MANAGING YOUR EMAIL LIST

MANAGING YOUR EMAIL LIST MANAGING YOUR EMAIL LIST Ensuring you reach the right people at the right time with a relevant message. 866.915.9465 www.delivra.com 2013 Delivra Professional Email Marketing Software and Consulting 2

More information

The Four Essential R s of Email Marketing. By Karen Talavera President, Synchronicity Marketing

The Four Essential R s of Email Marketing. By Karen Talavera President, Synchronicity Marketing The Four Essential R s of Email Marketing By Karen Talavera President, Synchronicity Marketing The Four Essential R s of Email Marketing When it comes to email marketing, here s an easy way to brush up

More information

TELEMARKETING Don t miss a Golden Egg opportunity to turn your telemarketing campaigns into profit centers.

TELEMARKETING Don t miss a Golden Egg opportunity to turn your telemarketing campaigns into profit centers. of the BROADER ROLE TELEMARKETING Don t miss a Golden Egg opportunity to turn your telemarketing campaigns into profit centers. NEW 1555 Pony Express Hwy Home, KS 66438 (800) 882-0803 ronen@bluevalley.net

More information

LEAD NURTURING STRATEGY WHITE PAPER. November 2013

LEAD NURTURING STRATEGY WHITE PAPER. November 2013 LEAD NURTURING STRATEGY WHITE PAPER November 2013 TABLE OF CONTENTS 1. EXECUTIVE SUMMARY 2. INTRODUCTION 3. WHAT IS LEAD NURTURING? 4. OUTLINING AN EFFICIENT LEAD NURTURING STRATEGY 4.1. BUYER PERSONA

More information

Table of Contents. Copyright 2011 Synchronous Technologies Inc / GreenRope, All Rights Reserved

Table of Contents. Copyright 2011 Synchronous Technologies Inc / GreenRope, All Rights Reserved Table of Contents Introduction: Gathering Website Intelligence 1 Customize Your System for Your Organization s Needs 2 CRM, Website Analytics and Email Integration 3 Action Checklist: Increase the Effectiveness

More information

A Quicker, Simpler Path to Lead Management ROI

A Quicker, Simpler Path to Lead Management ROI A Quicker, Simpler Path to Lead Management ROI A Step by Step Guide Lisa Cramer Co-Founder & President LeadLife Solutions lcramer@leadlife.com 770.670.6702 Because marketers are time, budget and resource-constrained,

More information

Boost Email Relevancy with Dynamic Content. Using Dynamic Content for Advanced Personalization & Customization

Boost Email Relevancy with Dynamic Content. Using Dynamic Content for Advanced Personalization & Customization Boost Email Relevancy with Dynamic Content Using Dynamic Content for Advanced Personalization & Customization 1 Boost Conversions with Dynamic Content 5/2013 Introduction In this paper we ll discuss using

More information

Email Marketing for Hoteliers: A Step-by-Step Guide

Email Marketing for Hoteliers: A Step-by-Step Guide Email Marketing for Hoteliers: A Step-by-Step Guide Tactics to Boost your Email Marketing ROI Table of Contents Introduction...1 Step 1: Build Your Email List...2 Step 2: Develop Your Content Strategy...3

More information

Em@il Marketing integration and automation tactics that lift conversions and boost ROI.

Em@il Marketing integration and automation tactics that lift conversions and boost ROI. Em@il Marketing integration and automation tactics that lift conversions and boost ROI. How to successfully incorporate social, video, remarketing and marketing automation into your Email Marketing strategy.

More information

What is Marketing Automation? What is Marketing Automation?

What is Marketing Automation? What is Marketing Automation? What is Marketing Automation? Table of Contents What is Marketing Automation?...2 Deficiencies in the Manual Marketing Process...2 Marketing for the Modern World...2 How Marketing Automation Works...................3

More information

How to Manage Your Email List Effectively

How to Manage Your Email List Effectively How to Manage Your Email List Effectively A short guide by MailWheel 1 Discover What s Inside After you ve acquired enough email addresses and created your opt-in and opt-out forms, you are probably wondering:

More information

The Campaigner Guide to Effective EMAIL DRIP CAMPAIGNS

The Campaigner Guide to Effective EMAIL DRIP CAMPAIGNS The Campaigner Guide to Effective EMAIL DRIP CAMPAIGNS Successful Email Marketing is a Marathon Not a Sprint A 2013 Gallup poll on honesty and ethics in various professions found car salespeople near the

More information

6 TOP TIPS FOR IMPROVING YOUR DELIVERABILITY BROUGHT TO YOU BY

6 TOP TIPS FOR IMPROVING YOUR DELIVERABILITY BROUGHT TO YOU BY 6 TOP TIPS FOR IMPROVING YOUR DELIVERABILITY BROUGHT TO YOU BY INTRODUCTION What s the point in sending awesome email campaigns if they don t reach your recipients? Answer? None whatsoever! That s why

More information

THE BLUEPRINT FOR MARKETING AUTOMATION

THE BLUEPRINT FOR MARKETING AUTOMATION THE BLUEPRINT FOR MARKETING AUTOMATION Marketing automation adoption will grow by approximately 50% by 2015. -Sirius Decisions, How Marketing Automation Has Evolved in the Last 12 Months, 2012 Way More

More information

Advanced Segmentation Strategies. Kristin Esteghlalian

Advanced Segmentation Strategies. Kristin Esteghlalian Advanced Segmentation Strategies Kristin Esteghlalian Relevance is the marketing Holy Grail The primary goal when creating a targeted, relevant marketing campaign should be to: Consolidate customer data

More information

Measuring the Effectiveness of Your Content Marketing

Measuring the Effectiveness of Your Content Marketing Measuring the Effectiveness of Your Content Marketing 1 Measuring the Effectiveness of Your Content Marketing A 5-Step Process to Prove Value and Grow Your Business Measuring the Effectiveness of Your

More information

Mass customization: The next step in the evolution of email marketing. www.campaigner.com

Mass customization: The next step in the evolution of email marketing. www.campaigner.com Mass customization: The next step in the evolution of email marketing www.campaigner.com Introduction Studies and statistics continue to support the fact that email remains the top performer among all

More information

Email reactivation. Best practices guide

Email reactivation. Best practices guide Email reactivation Best practices guide Win your customers back! According to a recent Marketing Sherpa report, up to 75 percent of email subscribers are inactive, with retail brands attaining the highest

More information

Leaving Money On The Table

Leaving Money On The Table 10 Ways Retailers Are Leaving Money On The Table Page 1 Let s face it: gaining and retaining customers can often feel like a high stakes match. What s the right balance between what you ll give in the

More information

The Ultimate Guide to B2B Lead Nurturing

The Ultimate Guide to B2B Lead Nurturing The Ultimate Guide to B2B Lead Nurturing What is Lead Nurturing? Your current database is a goldmine. By focusing on the leads you already have, you have the potential to apply the kind of strategies that

More information

GETRESPONSE MARKETING AUTOMATION

GETRESPONSE MARKETING AUTOMATION 1 GETRESPONSE MARKETING AUTOMATION Quick Guide to Planning & Implementation Chapter 2. PLANNING TABLE OF CONTENTS OVERVIEW 3 Flexible processes 3 Actionable information 3 Modular components 3 Stackable

More information

POWER YOUR ECOMMERCE BUSINESS

POWER YOUR ECOMMERCE BUSINESS ebook POWER YOUR ECOMMERCE BUSINESS With Referral Marketing Did you know that customers are 4 times more likely to buy when referred by a friend? Learn how to launch a successful ecommerce referral marketing

More information

Making Co-Registration Convert A Guide to Getting Started

Making Co-Registration Convert A Guide to Getting Started Making Co-Registration Convert A Guide to Getting Started Making Co-Reg Convert: Page 1 Making Co-Registration Convert: A Guide to Getting Started Part 1: Is Co-Registration for You? Online media is back

More information

Email testing EFFECTIVE TESTS FOR EVERY METRIC OF AN EMAIL CAMPAIGN

Email testing EFFECTIVE TESTS FOR EVERY METRIC OF AN EMAIL CAMPAIGN Email testing guide EFFECTIVE TESTS FOR EVERY METRIC OF AN EMAIL CAMPAIGN GUIDE TO TESTING YOUR EMAIL MARKETING CAMPAIGNS The savvy email marketer knows that to maximize email marketing ROI, testing is

More information

Grow. How to Authentically Grow Your Email List

Grow. How to Authentically Grow Your Email List Grow How to Authentically Grow Your Email List Grow Email acquisition is an important part of any email marketing program. A report by Custora showed that email acquisition quadrupled from 2009-2013, demonstrating

More information

How America s Top Retailers Set the Tone with Welcome Emails

How America s Top Retailers Set the Tone with Welcome Emails How America s Top Retailers Set the Tone with Welcome Emails Introduction Sending welcome emails to new subscribers is a universally accepted best practice in email marketing. Ideally, welcome emails get

More information

Analysis. Marketing Automation: Adding Science to the Art of Marketing. April 2011. Service Area. Business Development Strategies

Analysis. Marketing Automation: Adding Science to the Art of Marketing. April 2011. Service Area. Business Development Strategies Analysis April 2011 Marketing Automation: Adding Science to the Art of Marketing Service Area Business Development Strategies Comments or Questions? Table of Contents Key Highlights... 2 Introduction...

More information

How an Innovative Email Marketing Strategy Can Pave the Way to New Customers

How an Innovative Email Marketing Strategy Can Pave the Way to New Customers How an Innovative Email Marketing Strategy Can Pave the Way to New Customers AN EMAIL MARKETING STRATEGY WHITE PAPER EMAIL MARKETING PROGRAMS According to the Direct Marketing Association, email marketing

More information

Deliverability Debunked: A Do s and Don ts Guide

Deliverability Debunked: A Do s and Don ts Guide Deliverability Debunked: A Do s and Don ts Guide According to the latest studies, an estimated 20 percent of all emails sent in North America never reach the inbox of intended receivers. As such, the deliverability

More information

MARKETING AUTOMATION REFERENCE GUIDE

MARKETING AUTOMATION REFERENCE GUIDE MARKETING AUTOMATION REFERENCE GUIDE MARKETING AUTOMATION REFERENCE GUIDE TACTIC DESCRIPTION PAGE NEWSLETTER & SUBSCRIPTION SIGN-UP FORM WELCOME RESPONSE AUTOMATED EMAIL ACQUIRE OPT-IN FROM PAST PURCHASERS

More information

Email Marketing Step 1: Maximizing Your Email Sign-up Process

Email Marketing Step 1: Maximizing Your Email Sign-up Process Jessica Best emfluence Digital Marketing Evangelist @bestofjess or @emfluence Email Marketing Step 1: Maximizing Your Email Sign-up Process Best Practices for Your Email Sign-up Process Driving Traffic

More information

EMAIL MARKETING: A CONSTANT DRIP

EMAIL MARKETING: A CONSTANT DRIP EMAIL MARKETING: A CONSTANT DRIP Written By: Cheryl Baldwin Presented By: WSI Superior Analytics Table of Contents Email Marketing: A Constant Drip Introduction... 4 Building Your Database of Contacts...

More information

Engaging Financial Customers via Email

Engaging Financial Customers via Email Engaging Financial Customers via Email 2015 Financial Institution Email Metrics Report Is your email program engaging customers to stay in touch with you? How do you measure email engagement and leverage

More information

10 THINGS TO AVOID WHEN BUILDING YOUR EMAIL LIST

10 THINGS TO AVOID WHEN BUILDING YOUR EMAIL LIST 10 10 THINGS TO AVOID WHEN BUILDING YOUR EMAIL LIST 10 THINGS TO AVOID WHEN BUILDING YOUR EMAIL LIST 1. Having your opt-in form in only one place Your sign up form is on your website for the purpose of

More information

Better Email Marketing: Making Sure Your Messages Get Read & Acted On

Better Email Marketing: Making Sure Your Messages Get Read & Acted On Better Email Marketing: Making Sure Your Messages Get Read & Acted On Better Email Marketing What to Know Where to Start What to Watch Out For Information You Need to Gather About Your Audience How to

More information

The Performance Marketer s Guide to Email Marketing: Engaging Your Subscribers

The Performance Marketer s Guide to Email Marketing: Engaging Your Subscribers Fluent 2016 Page 5 The Performance Marketer s Guide to Email Marketing: Engaging Your Subscribers You ve cleared the initial hurdle of acquiring new prospects for your email marketing campaigns, but now

More information

The Fundamentals of B2C Marketing Automation for Effective Marketing Communications

The Fundamentals of B2C Marketing Automation for Effective Marketing Communications The Fundamentals of B2C Marketing Automation for Effective Marketing Communications Mark Patron February 2013 Email and Website Optimisation Introduction Marketing automation is a process that uses insight

More information

Email Marketing and Marketing Automation in Complex Buying Processes

Email Marketing and Marketing Automation in Complex Buying Processes Email Marketing and Marketing Automation in Complex Buying Processes Email Marketing and Marketing Automation in Complex Buying Processes 1 Introduction We often hear the question: How is Marketing Automation

More information

Written by: Cheryl Baldwin, Director of Marketing Communications

Written by: Cheryl Baldwin, Director of Marketing Communications Written by: Cheryl Baldwin, Director of Marketing Communications The continual expansion and competitive advantage of any company, regardless of its size or industry, relies solely on two things: lead

More information

Retargeting is the New Lead Nurturing: 6 Simple Ways to Increase Online Conversions through Display Advertising

Retargeting is the New Lead Nurturing: 6 Simple Ways to Increase Online Conversions through Display Advertising Retargeting is the New Lead Nurturing: 6 Simple Ways to Increase Online Conversions through Display Advertising 565 Commercial Street, San Francisco, CA 94111 866.497.5505 www.bizo.com Follow us on Twitter:

More information

Transform Inbound Contacts Into Profits: Best Practices for Optimizing Lead Management.

Transform Inbound Contacts Into Profits: Best Practices for Optimizing Lead Management. Transform Inbound Contacts Into Profits: Best Practices for Optimizing Lead Management. September 2012 OptifiNow September 2012 Transform Inbound Contacts Into Profits: Best Practices for Optimizing Lead

More information

Get on the Fast Track with RSS-Driven Automation.

Get on the Fast Track with RSS-Driven Automation. Get on the Fast Track with RSS-Driven Automation. Streamline your content delivery program through RSS, email, and social media. Maximize reach, increase engagement, build customer trust and, ultimately

More information

Anatomy of the Perfect Email Design

Anatomy of the Perfect Email Design Anatomy of the Perfect Email Design Distractions, smartphones, and the mobile market are changing how and when we view our emails. How we design them has to change. Marketing Guide September 2013 2 There

More information

A KUNO CREATIVE EBOOK. How to Get Started with MARKETING AUTOMATION

A KUNO CREATIVE EBOOK. How to Get Started with MARKETING AUTOMATION A KUNO CREATIVE EBOOK How to Get Started with MARKETING AUTOMATION So you have a database of a few thousand contacts. Every month you send those contacts a nice email newsletter with little bits of information

More information

Grow Your Business with. Nurture Marketing. Convert leads, close sales, and build customer trust using marketing automation and Microsoft Dynamics CRM

Grow Your Business with. Nurture Marketing. Convert leads, close sales, and build customer trust using marketing automation and Microsoft Dynamics CRM Grow Your Business with Nurture Marketing Convert leads, close sales, and build customer trust using marketing automation and Microsoft Dynamics CRM contents 03 Introduction What is nurture marketing?

More information

50 WAYS. to grow your email list. 50 Ways to Grow Your Email List. Share it!

50 WAYS. to grow your email list. 50 Ways to Grow Your Email List. Share it! 50 WAYS to grow your email list page: 1 50 Ways to Grow Your Email List Written By Casey Swanton Casey is currently a Response Consultant for Professional Services at Return Path. Casey s agency experience

More information

Franchise. Email Marketing. Benefits and best practices for a centralized approach. www.streamsend.com

Franchise. Email Marketing. Benefits and best practices for a centralized approach. www.streamsend.com Franchise Email Marketing Benefits and best practices for a centralized approach www.streamsend.com A Centralized Email Marketing Program Will Help You Boost Local Sales, Enhance Brand Loyalty and Control

More information

Email Marketing Strategy Guide NewZapp.co.uk - 2007. Introduction. Where are you now?

Email Marketing Strategy Guide NewZapp.co.uk - 2007. Introduction. Where are you now? Email Marketing Strategy Guide NewZapp.co.uk - 2007 Introduction In recent years Email Marketing has seen huge growth in the UK and worldwide. In this document we ll look at the key areas of an Email Marketing

More information

Marketing Automation Request for Proposal

Marketing Automation Request for Proposal Marketing Automation Request for Proposal Choosing the right marketing automation system isn t easy. This is why we created this sample RFP, consisting entirely of actual questions from real RFPs submitted

More information

Define, Benchmark, Evaluate: A Guide to Assessing Your Email Marketing Performance

Define, Benchmark, Evaluate: A Guide to Assessing Your Email Marketing Performance WHITE PAPER Define, Benchmark, Evaluate: A Guide to Assessing Your Email Marketing Performance Define, Benchmark, Evaluate: A Guide to Assessing Your Email Marketing Performance As marketers, we wear many

More information

Marketing Best Practices Hints & Tips Leveraging Social Media. Copyright 2011 Constant Contact, Inc.

Marketing Best Practices Hints & Tips Leveraging Social Media. Copyright 2011 Constant Contact, Inc. Marketing Best Practices Hints & Tips Leveraging Social Media Copyright 2011 Constant Contact, Inc. Thank you for attending today s workshop! Ask plenty of questions remember to introduce yourself Take

More information

The Automated Selling Machine. Act! boosts productivity by automating key sales, marketing, and customer service tasks.

The Automated Selling Machine. Act! boosts productivity by automating key sales, marketing, and customer service tasks. The Automated Selling Machine Act! boosts productivity by automating key sales, marketing, and customer service tasks. Table of Contents Turn Your Business into a Selling Machine... 1 Meet your new personal

More information

30 WAYS TO DO REAL-TIME WEBSITE PERSONALIZATION

30 WAYS TO DO REAL-TIME WEBSITE PERSONALIZATION VISITATION INTO CONVERSION 30 WAYS TO DO REAL-TIME WEBSITE PERSONALIZATION A real-time customer-website interaction is similar to an in-store oneon-one interaction. The initial goal in-store and online

More information

THE COMPLETE GUIDE TO LEAD NURTURING

THE COMPLETE GUIDE TO LEAD NURTURING THE COMPLETE GUIDE TO LEAD NURTURING Maximize your revenue with lead nurturing. Lead nurturing, also called drip marketing, is one of the most powerful and sought-after features of a marketing automation

More information

MARKETING AUTOMATION & YOUR CRM THE DYNAMIC DUO. Everything you need to know to create the ultimate sales and marketing tool.

MARKETING AUTOMATION & YOUR CRM THE DYNAMIC DUO. Everything you need to know to create the ultimate sales and marketing tool. MARKETING AUTOMATION & YOUR CRM THE DYNAMIC DUO Everything you need to know to create the ultimate sales and marketing tool. Table of Contents Introduction...3 Chapter 1: What Is Marketing Automation?...4

More information

Marketing Automation for Success. A practical guide to engaging customers, creating sales-ready leads and boosting revenue

Marketing Automation for Success. A practical guide to engaging customers, creating sales-ready leads and boosting revenue Marketing Automation for Success A practical guide to engaging customers, creating sales-ready leads and boosting revenue Marketing Automation for Success What is Marketing Automation? What is Marketing

More information

Cracking the Code: Getting Customers to Opt in to Your Text Message Marketing Campaigns

Cracking the Code: Getting Customers to Opt in to Your Text Message Marketing Campaigns Cracking the Code: Getting Customers to Opt in to Your Text Message Marketing Campaigns Have you gone mobile? It s the communication channel of the decade and the gatekeeper to reaching and engaging with

More information

to Maximize Return on Investment with Marketing Automation

to Maximize Return on Investment with Marketing Automation 4 Ways to Maximize Return on Investment with Marketing Automation 4 Ways to Maximize Return on Investment with Marketing Automation The Challenge: Maximising the time and money you invest in the online

More information

Ensure holiday emails reach the inbox

Ensure holiday emails reach the inbox Ensure holiday emails reach the inbox 2013 2014 Experian Information Solutions, Inc. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of Experian Information

More information

30-Day Starter Guide to Email Marketing

30-Day Starter Guide to Email Marketing { 30-Day Starter Guide to Email Marketing { Introduction If you are new to email marketing or to using an email marketing service, we created this 30-day starter guide with you in mind. This guide will

More information

The 2015 email data quality trends report. How organizations today are managing and using email

The 2015 email data quality trends report. How organizations today are managing and using email The 2015 email data quality trends report How organizations today are managing and using email CONTENTS Summary...1 Research methodology...1 Key findings...2 Email collection and database maintenance challenges...2

More information

Boost Profits and. Customer Relationships with. Effective E-Mail Marketing

Boost Profits and. Customer Relationships with. Effective E-Mail Marketing Boost Profits and Customer Relationships with Abstract E-mail marketing is experiencing dramatic growth as marketers in virtually every industry begin to take advantage of this powerful technique that

More information

eflorist Email Marketing Program

eflorist Email Marketing Program eflorist Email Marketing Program Agenda Overview Frequency Content Promotions Other messages Developing your list Maintenance Overview of the program Provided at no additional fee to eflorist members Members

More information

How Not to Nurture Your Leads Ten Mistakes Manufacturers Make in Marketing Automation

How Not to Nurture Your Leads Ten Mistakes Manufacturers Make in Marketing Automation 1 How Not to Nurture Your Leads Ten Mistakes Manufacturers Make in Marketing Automation Contents What is Marketing Automation?... 3 Why Do You Need Marketing Automation?... 4 Marketing Automation Technology

More information

10 Steps To Getting Started With. Marketing Automation

10 Steps To Getting Started With. Marketing Automation So the buzz about marketing automation and what the future holds for marketing in general finally got to you. Now you are ready to start using marketing automation and are not really sure where to start.

More information

Get Started with Birthday and Anniversary Emails

Get Started with Birthday and Anniversary Emails Get Started with Birthday and Anniversary Emails How to Delight Customers and Get More from Your Email Marketing in Less Time 2015 Copyright Constant Contact, Inc. Helping Small Business Do More Business

More information

A GUIDE TO TRANSACTIONAL EMAIL. v 2.0

A GUIDE TO TRANSACTIONAL EMAIL. v 2.0 A GUIDE TO TRANSACTIONAL EMAIL v 2.0 Table of Contents / 3 Intro To Transactional Email / 4 Transactional v. Bulk Email / 5 Why Is Transactional Email Important? / 6 What Are The Downfalls? / 7 How To

More information

B2B EMAIL MARKETING 6 STEPS TO BETTER 6 STEPS TO B2B EMAIL MARKETING SUCCESS. Phone: (+1) 718 303 1864. www.mailigen.com

B2B EMAIL MARKETING 6 STEPS TO BETTER 6 STEPS TO B2B EMAIL MARKETING SUCCESS. Phone: (+1) 718 303 1864. www.mailigen.com 6 STEPS TO B2B EMAIL MARKETING SUCCESS 6 STEPS TO BETTER 1 B2B EMAIL MARKETING Mailigen Email Marketing Solutions Phone: (+1) 718 303 1864 www.mailigen.com 2 60% of marketers believe email marketing produces

More information

GETTING CUSTOMERS ONBOARD:

GETTING CUSTOMERS ONBOARD: GETTING CUSTOMERS ONBOARD: 6 STAGES TO ENSURE YOUR SAAS FREE TRIAL CONVERTS A Xander Marketing White Paper The SaaS Marketing Agency INTRODUCTION For SaaS businesses, providing a free trial is one method

More information

FOR EVERY SIX COMMERCIAL MESSAGES SENT WORLDWIDE, ONE NEVER REACHES THE SUBSCRIBER S INBOX. - Return Path

FOR EVERY SIX COMMERCIAL MESSAGES SENT WORLDWIDE, ONE NEVER REACHES THE SUBSCRIBER S INBOX. - Return Path B2Best Practice FOR EVERY SIX COMMERCIAL MESSAGES SENT WORLDWIDE, ONE NEVER REACHES THE SUBSCRIBER S INBOX. - Return Path Measure Your Performance... Clean Your Data... Ask Permission... Send Welcome Messages...

More information

01 877.362.4556 www.listrak.com

01 877.362.4556 www.listrak.com Behavioral Retargeting Email Campaigns: Five Things You Need to Know 01 2010, Listrak By Megan Ouellet, Director of Marketing June 28, 2010 Forrester Research reported that 154 million people in the United

More information

Fundamentals of B2B Nurture Marketing

Fundamentals of B2B Nurture Marketing SalesFUSION White Paper Fundamentals of B2B Nurture Marketing Fundamental Concepts of Nurture Marketing For B2B Marketers explore the basics of nurture marketing (Lead Nurturing) from concept to execution.

More information

Email Win-Back Programs: Everyone Recommends Them, But Do They Work?

Email Win-Back Programs: Everyone Recommends Them, But Do They Work? Email Win-Back Programs: 1 Everyone Recommends Them, But Do They Work? Email Win-Back Programs: Everyone Recommends Them, But Do They Work? We ve missed you! Yes, But Not the Way You Think Talk to a permission-based

More information

Spreading the Word: Raising Awareness and Funds with Email. Presented by: Alec Stern, VP, Constant Contact

Spreading the Word: Raising Awareness and Funds with Email. Presented by: Alec Stern, VP, Constant Contact Spreading the Word: Raising Awareness and Funds with Email Presented by: Alec Stern, VP, Constant Contact Agenda Section 1: Email 101 Section 2: Getting Started Section 3: Getting Your Email Delivered

More information

CommuniGator. Email List Building

CommuniGator. Email List Building CommuniGator Email List Building Building and growing your email list You could have the best creative, a compelling subject line and the most irresistible call to action, but if you haven t thought about

More information

RFP 487: Questions & Answers

RFP 487: Questions & Answers RFP 487: Questions & Answers for the establishment of Frame Agreement(s) for the provision of GLOBAL EMAIL MARKETING SERVICES Questions 1) I d be grateful if you could please confirm where your Headquarters

More information

THE B2B FULL-FUNNEL MARKETER S HANDBOOK

THE B2B FULL-FUNNEL MARKETER S HANDBOOK THE B2B FULL-FUNNEL MARKETER S HANDBOOK Brand Awareness Content Engagement & Education Lead Generation & Sales Conversions The B2B Full-Funnel Marketer s Handbook For business-to-business marketers, the

More information

The Campaigner. EMAIL AUTOMATION Playbook

The Campaigner. EMAIL AUTOMATION Playbook The Campaigner EMAIL AUTOMATION Playbook It s Time to Up Your Game with Email Automation According to a recent study covered by BtoB Magazine1, the average email marketer s open rate defined as one open

More information

10 Online Marketing and Email Trends Guaranteed to Increase Your Success

10 Online Marketing and Email Trends Guaranteed to Increase Your Success 10 Online Marketing and Email Trends Guaranteed to Increase Your Success Reggie Brady reggie@reggiebrady.com (203) 838-8138 Regina Brady 2011 all rights reserved Agenda Benchmarks and how do you rate?

More information

THE BIG EASY GUIDEBOOK TO MARKETING AUTOMATION

THE BIG EASY GUIDEBOOK TO MARKETING AUTOMATION THE BIG EASY GUIDEBOOK TO MARKETING AUTOMATION The essential guide to EASILY creating sophisticated, automated marketing programs that drive revenue 2009 Marketo, Inc. All rights reserved Forget the Hard

More information

More Enquiries, Same Budget: Solving the B2B Marketer s Challenge

More Enquiries, Same Budget: Solving the B2B Marketer s Challenge More Enquiries, Same Budget: Solving the B2B Marketer s Challenge You need to increase inbound enquiries, both in volume and quality, but your budget is restricted. Sound familiar? Prospect Analytics offers

More information

Email Best Practices A WORD TO THE WISE WHITE PAPER BY LAURA ATKINS, CO- FOUNDER

Email Best Practices A WORD TO THE WISE WHITE PAPER BY LAURA ATKINS, CO- FOUNDER Email Best Practices A WORD TO THE WISE WHITE PAPER BY LAURA ATKINS, CO- FOUNDER 2 Introduction Discussions of best practices for email marketing can be a confusing array of one- size- fits- all suggestions

More information

Virtual Relationship Marketing Best Practices

Virtual Relationship Marketing Best Practices I want to see our emarketing results measured in terms of sales growth, not open rates and page views. Virtual Relationship Marketing Best Practices Building highly-personalized virtual relationships with

More information

www.channelmanagement.com

www.channelmanagement.com Exploiting the Benefits of Lead Referral Programs as a Profitable Marketing Tool WHITE PAPER Referral Programs are an increasingly popular resource for marketers to add new sources of revenue or to streamline

More information

10 STEPS. To a Successful Turnkey Lead Generation Program for Your Sales Channel

10 STEPS. To a Successful Turnkey Lead Generation Program for Your Sales Channel 10 STEPS To a Successful Turnkey Lead Generation Program for Your Sales Channel Overview Companies that support channel partners in lead generation efforts drive up to 30% more overall revenue growth than

More information

Best Practices in Email Marketing Tips Building a Quality Email Marketing List

Best Practices in Email Marketing Tips Building a Quality Email Marketing List Best Practices in Email Marketing Tips Building a Quality Email Marketing List Page 0 of 8 Introduction In a recent report by ResearchCorp, the two top challenges that marketing managers reported were

More information

MARKETING METHODS TO ATTRACT CUSTOMERS

MARKETING METHODS TO ATTRACT CUSTOMERS THE TOP 8 WAYS TO LEVERAGE NEW ONLINE MARKETING METHODS TO ATTRACT CUSTOMERS A PRACTICAL GUIDE TO DIGITAL MARKETING TABLE OF CONTENTS 3 Inbound Methodology 9 Mobile Friendly Website 12 Blog Regularly 17

More information

Software Solutions Digital Marketing Business Services. Email Marketing. What you need to know

Software Solutions Digital Marketing Business Services. Email Marketing. What you need to know Software Solutions Digital Marketing Business Services Email Marketing What you need to know Contents Building Your Email List 1 Managing Your Email List. 2 Designing Your Emails 3 Branding Your Emails.....

More information

10 Step Campaign Planner

10 Step Campaign Planner connect inform engage Email Marketing 10 Step Campaign Planner what is in this guide The Basics & Benefits 10 Step Campaign Planner 10 Step Summary Trends & Statistics About Heart New Media THE BASICS

More information

The Kentico EMS. value. Gain more leads, create compelling content, and optimize your marketing with Kentico EMS. Easy to use for creating

The Kentico EMS. value. Gain more leads, create compelling content, and optimize your marketing with Kentico EMS. Easy to use for creating Gain more leads, create compelling content, and optimize your marketing with Kentico EMS. Built on a scalable enterprise platform as part of Kentico CMS 7 Easy to use for creating online campaigns, forms,

More information

Automated Marketing Practical Scenarios to Get You Started

Automated Marketing Practical Scenarios to Get You Started Automated Marketing Practical Scenarios to Get You Started 1 Table of Contents Executive Summary 3 Part One: Lead Management Lead Gathering 4 Lead Nurturing before you have Permission to Email 6 Lead Nurturing

More information

EMAIL MARKETING TIPS. From Our InfoUSA Email Experts

EMAIL MARKETING TIPS. From Our InfoUSA Email Experts EMAIL MARKETING TIPS From Our InfoUSA Email Experts In order to assist you every step of the way while creating an Email Marketing Campaign, our InfoUSA Email Experts have compiled lists of their best

More information

Benefits of using Marketing Automation Software as part of your content marketing strategy

Benefits of using Marketing Automation Software as part of your content marketing strategy Benefits of using Marketing Automation Software as part of your content marketing strategy Ann Stanley Managing Director of Anicca Digital @AnnStanley @aniccadigital #ecommercial15 Our brands Generating

More information

SEGMENTATION & TARGETED MARKETING DIRECT COMMUNICATION TO MEET REAL NEEDS. 2011-2013 Thomson Reuters BizActions PDI Global

SEGMENTATION & TARGETED MARKETING DIRECT COMMUNICATION TO MEET REAL NEEDS. 2011-2013 Thomson Reuters BizActions PDI Global SEGMENTATION & TARGETED MARKETING DIRECT COMMUNICATION TO MEET REAL NEEDS THE IMPORTANCE OF METRICS & LIST SEGMENTATION ACROSS ALL INDUSTRIES, INNOVATION IS THE KEY TO PLACING YOUR PRODUCTS AND SERVICES

More information