how to learn from the best to optimise automated email marketing campaigns

How to Learn from the Best to Optimise

Automated Email Marketing Campaigns

Guy Hanson

[email protected]

www.returnpath.com

uk.linkedin.com/in/guyhanson

@GuyHanson, @ReturnPath

Smart brands understand

the value of delivering …

The right message. To the right person. At the right time.

We have unprecedented visibility into the inbox

PROVIDER NETWORK

70Providers

2.5BInboxes

with

CONSUMER & DEVELOPER NETWORK

and2M+Consumers

eCommerce receipts

from over

5,000Retailers

Automation –

Rationale & ROI

“Triggered open rates

were 76.7% higher

than BAU emails, with

triggered click rates

reporting 151.9%

higher”

Source: Epsilon Q3 2014 Email Trends & BenchmarksSource: RP Labs Strategy Mapper

Rationale & ROI Triggered Emails Generate More Responses

Source: DMA National Client Email Report 2015

Over 50% of email revenue

is generated by

segmentation

Another 30% is being

produced by triggered

emails – almost doubling in

just 12 months!

“Does the majority of

your email marketing

revenue and

engagement come from

triggered emails?

Anecdotally, marketers

tend to hit this mile-

marker when more than

5% of their email volume

is triggered emails”Source: Mediapost,

Implementation

Implementation Take-Up

Source: SFMC State of Marketing Report 2015

Implementation Criteria

Ability to Trigger How easy or difficult would

be it to set-up the email trigger?

Size of Audience How many people do we

estimate will receive this trigger each month?

Engagement Level How involved with the

brand will the trigger recipient be?

Purchase Intent Will the trigger recipient be

in a "buying" frame of mind?

Revenue Potential What is the expected

average order value?

Implementation Trigger Types

Transactional Emails: based on past customer transactions enable

marketers to suggest future purchases

Segmentation Clusters: demographics; geography; brand affinity;

and product preferences

Reminder Emails: abandoned cart; incentives; reminders; and

replenishment emails

Loyalty & Appreciation: thank you; gifts;

reminders of loyalty status - marketers can

track how much a customer is spending,

and then respond with more points to

encourage shopping

Lifecycle Triggers

Lifecycle Triggers

Welcome

Source: Return Path – Americas Top Retailers Welcome Email Study

“Those that read at least one welcome

message went on to read 40% more

of their messages from the sending

brand during the following 180 days”

“The overall lifetime spend of a

customer was 62% higher for those

who engaged vs those that did not”

Lifecycle Triggers

Birthdays

Lifecycle Triggers

Anniversaries

Lifecycle Triggers

Win-Back

Behavioural Triggers


Browse Abandonment


Purchasing Activity


Replenishment


“Snooze”

Contextual Triggers

Dell experienced a clear lift from using individualised send-times. As a result, this test

won the gold ribbon for Timing Tests in WhichTestWon’s Email & Mobile Testing

Awards. Dell saw these results:

• Increase in unique opens by 6.6 percentage points

• Increase in unique clicks by 8.2 percentage points

Contextual Triggers Timing

Contextual Triggers Timing

Contextual Triggers Weather

Contextual Triggers Opportunism!

Wrapping Up

Wrapping Up Additional Ideas

Wrapping Up Additional Ideas

• Life events such as when customers change their status from “Single” to “Married”

in social media

• Customers have been upgraded to VIP, participated in a loyalty program, or

received a bonus card

• Customers have left feedback or shared a link in social media

• You want to thank a customer for placing a 5th or 10th order

• You want to send a reply to a price-cutting query on certain goods

• Customers regularly check a specific page but don’t complete a transaction.

• Customers haven’t visited your site, or used your app, for a long period of time

Wrapping Up 8 “Dos” and “Don’ts”

• Do Plan for trigger acquisition

• Do Know what you want to automate

• Do Start with what will generate the biggest returns

• Do Balance quality with quantity

• Do Leverage all available touchpoints

• Don’t Rely on dirty data

• Don’t Assume timing has to be immediate

• Don’t Miss Opportunities For Feedback

How to Learn from the Best to Optimise

Automated Email Marketing Campaigns

Guy Hanson

[email protected]

www.returnpath.com

uk.linkedin.com/in/guyhanson

@GuyHanson, @ReturnPath