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 OBTAIN CUSTOMER PREFERENCES NEWSLETTER LIST SEGMENTATION EMAIL PERSONALIZATION A/B TESTING BEHAVIOR BASED RETARGETING PRE-EVENT COMMUNICATIONS Allow fans to stay connected with you via email communications. Create a form to collect newsletter and subscription sign-ups. Provide easy access by linking on your corporate and partner websites. Confirm the validity of each email address and automatically remove hard bounces from your list. The welcome message is also designed to give new subscribers the upfront information they need and sets the stage for developing your relationship with the fan. Activate an email campaign to obtain opt-in from prior ticket purchasers and other email records. The ideal audience has given you consent to email them and wants to receive your email. Ensure subscribers get the updates, information, and communications they want! Automate an email and form for new newsletter sign-ups and obtain insight into a variety of their preferences, including: favorite event and music genres, group and suite sale information, and preferred ticket or seat choice. Send out an email that highlights your news, events, and activities. A regularly scheduled newsletter will help you stay top-of-mind with your fans and customers. Effective segmentation strategy begins with your customer preference form. Divide your email database by interest or demographic and appeal to the needs and wants of each consumer to improve your sales results. The criteria could include demographics (age, gender, marital status, etc.), buying behavior, or any other data that users submit when subscribing to your list, visiting website pages, or clicking on links in emails. Create targeted content and alter your message based on how long someone has been on your list, what their personal preferences are, or based on past behaviors like opening or clicking on links in previous emails you ve sent them. Personalization of content is one of the most significant factors driving conversion rates. Optimize your email marketing by finding what works best through automated A/B testing. A/B testing, also known as split-testing, compares a variety of different campaign variables to identify what generates the best response, conversion rates, and revenue. You can test subject lines, content and messaging, images, delivery day or time, and more! Build highly relevant automated messages delivered at the right point in the sales cycle. Retarget individuals based on prior email activity, including opens, clicks, clicks on a specific link, and even non-activity. You can also customize the retargeting frequency for each campaign. Provide event attendees with important information before the event with an automated pre-event communication. Include details about event start time, parking, merchandise, and more! 4 5 6 7 8 9 10 11 12 13 1

TACTIC DESCRIPTION PAGE POST-EVENT COMMUNICATIONS POST-EVENT SURVEY EMAIL & RESPONSE FORM BIRTHDAY EMAIL CAMPAIGN OBTAIN EMAIL ADDRESSES FROM SOCIAL MEDIA FOLLOWERS GROW SOCIAL MEDIA FOLLOWERS SHARING EMAILS ON SOCIAL MEDIA A/B TEST & BEHAVIOR BASED RETARGETING CAMPAIGN BI-ANNUAL SURVEY EMAIL & FORM WEBPAGE TRACKING SCRIPTS AUTOMATED TRACKING NOTICES WEBPAGE RETARGETING PREMIUM, GROUP, & SUITE SALES RETARGETING VENUE RENTAL & SPONSORSHIP RETARGETING SEASON TICKET OPT- OUT NOTICE Automate a follow-up with fans that attended your event to say thank you, provide an event recap or pictures, and promote your next event. Find out if your event lived up to the expectations of your attendees. Get insight into every aspect of your event, and understand the different elements to help you plan a more successful and well-attended event in the future. Ensure the highest response rate by sending your automated postevent survey to attendees as soon as the event has ended and while the experience is still fresh in their minds. Obtain birthdates when individuals subscribe to your email list. Automated birthday emails are a great way to engage your fans and make them feel special, while also providing you with the opportunity to reach out to them with a highly relevant and timely message. Rather than waiting for the inevitable social media migration, it s time to prepare and protect your social media investment. Convert your social media fans and followers into something you actually own: email subscribers. Promote the advantages of your email subscriptions and link to a form that enables easy sign-up by social media followers. Notify your email database about your social media properties and obtain more likes, friends, and additional social media followers. Share your email across a variety of social networks. Enable subscribers to easily post and share your event information, news, and promotions by activating a social media sharing script in emails of your choosing. Understand what leads to conversions and revenue from an A/B test in the first email of a campaign, and then utilize the winning component again in follow-up retargeting communications. If using first name personalization was more effective in the subject line of your first communication, then the automation will maintain that element in the campaign s retargeting emails. Collect valuable subscriber information, grow the depth of your database, and obtain more relevant information that can be used to personalize and segment future communications, with the end goal of increasing relevancy, engagement, and driving ticket sales. Track and identify known and cookied email subscribers as they visit your website and other high-value online pages. Once the tracking script code is placed on your selected webpages, a back-end report will be dynamically generated identifying visitors. Notify your sales department and other staff about known visitors to tracked webpages with an automated email notice. Enable unique automated retargeting emails following up with known visitors to tracked webpages. Notify your departments about engaged leads and prospects, and automate uniquely targeted follow-up emails. Automate retargeting emails to other known visitors and customer segments, including promoters, sponsors, and advertisers. Automate an email notice to your sales department when a VIP or Season Ticketholder opts-out of all your email communications. 14 15 16 17 18 19 20 21 22 23 24 25 26 27 2

TACTIC DESCRIPTION PAGE REFERRAL CAMPAIGN NEWSLETTER PREFERENCES CUSTOMER REENGAGEMENT & REACTIVATION CAMPAIGN SHOPPING CART RETARGETING EMAIL ACCESS/SCAN DATA RETARGETING CAMPAIGN OPT-OUT EMAIL NOTIFICATION NON-ATTENDEE FOLLOW-UP PERSONALIZED INVOICE PURLs (PERSONALIZED URLs) MINI WEBSITES Activate a refer-a-friend campaign to motivate existing subscribers to refer potential fans and ticket purchasers. Then reach out to the referrals to gain their opt-in and email preferences. Organize the hierarchy of your newsletter and email communications according to customer segmentation and preferences. Deploy a reengagement campaign that gives you an email list that is far more engaged, yields a higher click-through rate, activates greater conversions and sales, and also improves your email deliverability. Retarget known individuals that leave items in their shopping cart with an automated follow-up email reminder. Communicate and email your event attendees upon their ticket scan and arrival to your event. Offer special promotions to those that arrive early. Enable automated emails to notify subscribers or your sales team about individual opt-outs from future communications. Automate follow-up communications to non-attendees letting them know they were missed and provide recommendations for future unused tickets. Personalize and brand invoices for your unique customer segments. 35 Engage existing and past customers, and new prospects with their very own personalized website/url (also known as a PURL). PURLs are very effective at moving prospects further through the sales funnel and have historically reported improved response rates due to high levels of personalization. 28 29 30 31 32 33 34 36 3

NEWSLETTER & SUBSCRIPTION SIGN-UP FORM 4

WELCOME RESPONSE AUTOMATED EMAIL Welcome 5

ACQUIRE OPT-IN FROM PAST PURCHASERS 6

OBTAIN CUSTOMER PREFERENCES 7

NEWSLETTER 8

LIST SEGMENTATION Stop the batch and blast! Segment and target emails according to each fan s interest. 9

EMAIL PERSONALIZATION Bernie, Bernie, Bernie, 10

A/B TESTING SUBJECT LINE A: See your Brooklyn Nets in April SUBJECT LINE B: Bernie see your Brooklyn Nets in April The subject line has been the most popular email item to test, however there are many other elements you can assess the effectiveness of, including opening greeting, layout and images, call-to-action, day or hour sent, and more! 11

BEHAVIOR BASED RETARGETING 1 st Communication 2 nd Communication 3 rd Communication 12

PRE-EVENT COMMUNICATIONS 13

POST-EVENT COMMUNICATIONS 14

POST-EVENT SURVEY EMAIL & RESPONSE FORM 15

BIRTHDAY EMAIL CAMPAIGN 16

OBTAIN EMAIL ADDRESSES FROM SOCIAL MEDIA FOLLOWERS 17

GROW SOCIAL MEDIA FOLLOWERS 18

SHARING EMAILS ON SOCIAL MEDIA LA Kings http://la_kings... LA Kings BRING HISTORY TO YOUR HOME! GET YOUR OFFICIAL STANLEY CUP BOOK LA Kings http://la_kings... LA Kings BRING HISTORY TO YOUR HOME! GET YOUR OFFICIAL STANLEY CUP BOOK 19

A/B TEST & BEHAVIOR BASED RETARGETING CAMPAIGN SUBJECT LINE A: See your Brooklyn Nets in April 1 st Communication: Automated A/B Subject Line Test SUBJECT LINE B: Bernie see your Brooklyn Nets in April 2 nd Communication SUBJECT LINE: Act quickly! See your Brooklyn Nets at Barclay Center! 3 rd Communication SUBJECT LINE: Our final regular season home games! 20

BI-ANNUAL SURVEY EMAIL & FORM 21

WEBPAGE TRACKING SCRIPTS 22

AUTOMATED TRACKING NOTICES 23

WEBPAGE RETARGETING 24

PREMIUM, GROUP, & SUITE SALES RETARGETING 25

VENUE RENTAL & SPONSORSHIP RETARGETING 26

SEASON TICKET OPT-OUT NOTICE 27

REFERRAL CAMPAIGN 28

NEWSLETTER PREFERENCES 29

CUSTOMER REENGAGEMENT & REACTIVATION CAMPAIGN 30

SHOPPING CART RETARGETING EMAIL 31

ACCESS/SCAN DATA RETARGETING CAMPAIGN Automate scan-in notices to your sales reps and fans! 32

OPT-OUT EMAIL NOTIFICATION We have removed your email address from our list. We re sorry to see you go. Was this a mistake? Did you forward one of our emails to a friend, and they clicked the unsubscribe link not realizing they were in fact unsubscribing you from this list? If this was a mistake, you can resubscribe at: We re going to miss you! We just learned that you no longer want to hear about our news and special offers through email. We will of course honor your request. As requested, we have removed the following email address from our list: bturner@fanonemarketing.com Maybe you didn t realize it, but there are several other email options that may work better for you. If you d like to change your mind and still get emails from the Oakland Raiders, please click here to re-subscribe. 33

NON-ATTENDEE FOLLOW-UP 34

PERSONALIZED INVOICE 35

PURLs (PERSONALIZED URLs) MINI WEBSITES 36