Leveraging Workflows to Maximize Email Marketing Campaign Revenue and ROI Wendy Griffin Marketing Coordinator, Campaigner Mark Brown Client Services Coordinator, Campaigner Contact Us feeback@campaigner.com @CampaignerEmail fb.com/campaigneremail
Email Marketing Workflows Agenda What are workflows? The value in using workflows How email workflows work Types of workflows How workflows can benefit you Workflows strategies The Campaigner workflows tool kit Product demo of workflows Customer success with Campaigner Open Q & A session
Please Ask Questions Use your CHAT window in GoToMeeting to share any questions or comments anytime during this presentation
What are Workflows?
What are Email Automation Workflows? Viewed a certain page on your website Companies with more than X employees Companies in specific industries or locations Specific website history.
What s the Value in Using Workflows?
Value of Email Automation Workflows Did You Know? Triggered email messages get 119% higher clickthrough rates that business as usual messages (Source: Epsilon)
Value of Email Automation Workflows Did You Know? Automation = Better Experience = Higher Revenue MarketingSherpa presented findings on the impact of trigger emails sent immediately after onsite searches for lowfares.com. By sending these highly targeted and timely message, lowfares.com achieved 200% higher open rates and 50% higher click through rates than what they were able to get with their standard newsletter. (Source: Epsilon)
Value of Email Automation Workflows According to a 2013 BtoB Magazine Research Report Did You Know? More than 60% of survey respondents reported that webinars, white papers and face-to-face events provided leads as a result of email marketing campaigns. (Source: B2B Mag)
Value of Email Automation Workflows According to a 2013 BtoB Magazine Research Report Did You Know? More than a quarter of marketers reported that their companies used automation platforms to deploy email (Source: B2B Mag)
How do Email Workflows work?
How do Email Workflows work? String together your campaigns Referencing your lists Sending them the exact time you want
What kinds of Workflows can I create?
Campaigner Workflows Tool Kit Email Emails you already created, locked and loaded Delay Determine exactly when you want them to be sent Field Change Update a prospect s attributes Branch Include or exclude based on criteria selected
Robust Delay Options
What Kinds of Workflows Can I Create? Start simple Save time by producing a linear series that triggers when you want, not when you remember
What Kinds of Workflows Can I Create? Add logic Learn more about your prospects and make decisions about what they receive based on a profile s makeup
What Kinds of Workflows Can I Create? Let loose! Create robust logic Completely control the experience Control their reactions to the experience
What Does All This Get Me?
How Can Workflows Benefit You? Save time Automate campaigns (you have other things to do!) Use of dynamic content and timely emails at the critical point of engagement
How Can Workflows Benefit You? Make more money Show prospects what they want, when they want to see it (not when you remember to send it)
How Can Workflows Benefit You? Reduce churn More relevant/timely emails Less likely to UNSUBSCRIBE thus, staying longer to see more of your emails and react positively to them
How Can Workflows Benefit You? More Engaged Prospects Contacts get what they want when they want it Happier prospects produce higher ROI
How Can Workflows Benefit You?
Any Great Examples to Share?
Email Automation Workflow Strategies File Downloads PDFs, collateral, etc Opens or Clicks If they opened the last email, send them an offer If they DIDN T open, send them a different offer Upsell repeat customers Offer additional items comparative to previous purchase Offer bundles based on other buying patterns
Email Automation Workflow Strategies Sales-ready Leads Warm a lead into an opportunity Re-engagement Haven t done x in a while, re-engage them Events Registered for a webinar? Attended a tradeshow?
Email Automation Workflow Strategies Abandoned shopping cart Remind them Re-engagement New customer welcome or Training Onboarding Campaigns Training and webinar schedules Cycle buyers reminder Make repeat customers spend more
Campaigner Workflows Demo Simple workflow Complex workflow
Customer Success with Campaigner
Didasko Animated Studios
Any Questions?
Interested in Workflows? Contact sales for more information. salesteam@campaigner.com
Thank You If you have comments or questions about this session, feel free to email us at feedback@campaigner.com Wendy Griffin Marketing Coordinator, Campaigner Mark Brown Client Services Coordinator, Campaigner Contact Us feedback@campaigner.com @CampaignerEmail fb.com/campaigneremail
Questions from the Workflows Webinar September 17th 2013 Q: All of these workflow emails require customer information that Campaigner wouldn t know - so how does Campaigner find out about that information? - Also, I understand drawing the diagram, but how do you set those little icons to act upon the data it mysteriously has available? A: All of the data in Campaigner needs to be populated by the user. You are able to create as many custom fields as you want in your account, from Birthday using a Date Field, Gender using a Dropdown Menu, or Company using a simple Text Field. Q: Ok, so ultimately the answer is creating the fields... fair enough, but we d need to be pushing that data to you via the API constantly to keep it fresh? A: Our API can be as flexible as you need it to be. You can feed in fresh data monthly, weekly, daily, hourly, or whatever works best for the needs of your business. You can also use our API to trigger workflows, which is a great integration! Q: Prospects are continually being added, so how do you keep adding them to the start of the workflow? A: Campaigner s workflows have many trigger options. We can start a workflow by adding contacts to the account, adding contacts to a specific mailing list, on recurring schedules, or kick start it all with our API. Q: How do I flag a record as a Customer? And, is there a way that I can update the type of customer, dollar amount spent or number/type of purchases? A: Campaigner does not have a system field for Type or Amount Purchased however, you can quickly create these fields in your Campaigner account and populate with the data you already have about your customers. Q: Are there fields I can use that my customer cannot see? A: Of course! Customers will never have visibility into your data, only what you choose to use in your email campaigns as merge fields.
Q: When you choose a time in the delay option, does it refer to MY time or the local time where I m sending? (For International emails) A: The time in the delay option refers to the time zone where you are located. Each account is set up to match the time zone of the primary user. You can also change your time zone in your Account Settings dropdown menu. Q: Customers purchase different types of products. Some are high-end customers and/or buy a lot; some have only bought once, etc. How does Campaigner know the record is a customer versus a prospect? A: Speaking specifically about workflows, you can use Campaigner to update contacts from a prospect to a customer. If the contact has a purchase history or an order number, you can use a workflow to take these pieces of data and translate it into changing a prospect to a customer. Q: Why isn t this (workflow) offered to all accounts? Does workflows cost more to use? A: Workflows are included in our Corporate Packages. For more information, please contact with our Sales Team at 1.866.358.6355 or at salesteam@campaigner.com. Q: Can using workflows make it easier for me to transition from another email marketing service? I am currently using one of your competitors but would like to give you guys a shot. A: If you re looking for a step-up in email automation, Campaigner Workflows is an easy solution to do so. If you are currently paying too much with your current provider, then Campaigner may be the best cost effective email automation solution for you. Q: I am eager to try out this feature, how do I get started with workflows? A: Please contact our Sales or Support Teams: Sales: salesteam@campaigner.com 1.866.358.6355 Support: support@campaigner.com 1 888.845.4544 2013. All rights reserved. Campaigner is a registered trademark of j2 Global Canada, Inc. CPDS0913