Oro London Meetup - dotmailer: Faster, smarter, better, email marketing

Faster. Smarter.Better.Set new goals for your email marketing@TinkTaylor

Oro London Meet up, Oct 20th 2016

2 | Faster. Smarter. Better | @TinkTaylor @dotmailer

What I’ll be talking about…

• Email is the digital key.• Being Faster. Smarter. Better.• How to move the need of success• Share some client successes

Tink Taylor, Founder & President of dotmailer

“I describe dotmailer as NASA technology with a Fisher Price interface. It’s now a mantra for our product development.”

“It took four days to run profiles & import the relevant data to our email platform using an external agency. Now this process has been

automated in dotmailer it takes just six minutes to build a list.”

Marketing Director, ODEON Cinemas

4 days to 6 minutes

Marketing channels grow & grow!

Traditional print Broadcast media Explosion of choice

So some conclude…

That email is dead!

No! Email is loved by all

• Consumers

• Merchants

• Marketers

• B2B & B2C

• Agencies

• SME & Enterprise

• Public & Private Sector

Email is the digital key

That unlocks social media & much much more!

Email is the digital key…

Not having an email address is the equivalent of being digital homeless!

That reaches all audiences

DMA research, email is the preferred mode of brand marketing for consumers in every bracket

that delivers incredible ROI• Marketers rate

channels in terms of return on investment

• Email scored top

But what can I do to move the needle?

I want to be Faster, Better, Smarter!

#1 Be Faster.

#1. Be Faster.

Digital marketers are time poor

‘Marketing Technology Adoption Survey’ of 450 digital marketers

• The biggest challenge: lack of time• Followed by inadequate tools

* Not dotmailer customers

Tools that empower marketers move the needle

#1. Be Faster.

Work on your business. Not in your business• Add automation over time

• Test & refine.

• Put saved time into your analysis & strategy.

#1. Be Faster.

• Manage all stages of automation

• Powerful & sophisticated

• Start small & scale quickly

• Integrate quickly with best-of-breed

• Works for corporates & SMEs

• B2B & B2C

Marketing automation with email at its core empowers!

Consider the cost of

• Time taken to use the platform

• Getting the data in & out

• Opportunity costs

• Outgrowing system & learning new tools

Ensure you count the true cost of email#2 - Be Smarter

#2Be smarter.

CRM dataINCLUDING

eCommerce dataINCLUDING

Content& OTHER ASSETS

Social dataINCLUDING

OnlineWEB & EMAIL

SystemsDATABASES & LEGACY

World-class integrations & connections make it fastand easy for your data to be pulled into dotmailer

Put all of your data to work#2 - Be Smarter

Our multi-channel marketing automation platformempowers marketers with the tools they need.

Campaign creation

Audience segmentation

Analytics & Reporting

Predictive insight

Customer profiling

Social profiling

Lead scoring

Decision selection

Hyper personalisation

Transactional messaging

Dynamic content

Automation

ComputersTABLETS & DESKTOPS

MobileCALLS, SMS, MESSAGING

Sales TeamsCRM USERS & CALL CENTRES

The Cloud& 3RD PARTY SYSTEMS

OnlinePERSONALISATION

ApplicationsDATABASES, WAREHOUSES

Sending personalized, dynamic messages to a variety of channels & applications, creates a truly great customer experiences

#2 - Be Smarter

Source – dotmailers ’email list acqusition cheatsheet

Everybody wants a big list Tactics you could use to grow your list include:

Add a popover

Create resource for lead gen

Use social media & video channels

Survey your customers & prospects

Offer incentives

Host an event

Ask those who call or visit to leave an email

In store activity & e-receipts

Loyalty scheme

Never buy an email list

#2 - Be Smarter

Its not the size of your list, but how you use it.

1,000,000Email list size

1%OPEN RATE

10,000No. of opens

1%CLICKTHRU

100No. of clickers

1%BUYON SITE

1No. who buy

#2 - Be Smarter

But don’t over segmentRemember its not all about percentages or Click Through Rates.

Ultimately it’s total revenue and engagement we want to drive

1,000No. of opens

20%OPENRATE

100No. of clickers

1%BUYON SITE

1No. who buy

5,000Segmented list goes

from 1,000,000 to 5,000

10%CLICKTHRU

#2 - Be Smarter

Send more Email (with Intelligence)

You have to be in the inbox to win the inbox

#2 - Be Smarter

If you don’t send, they can’t spend#2 - Be Smarter

#2 - Be Smarter

Get going with Triggers.

“Triggered emails have a 70.5% open rate and 152% higher click-through rate than traditional batch and blast campaigns”

Source – dotmailers 'Impress your boss: Overcoming email automation challenges' infographic

#2 - Be Smarter

70%higher open

Source – dotmailers 'Impress your boss:Overcoming email automation challenges'

150%higher click-through rate

#2 - Be Smarter

Add automation to your campaigns•Replenishment•Retargeting•Re-engagement•Transactional emails

• Welcome programs• Nurture series• Abandoned Cart• Abandoned Browse

• Feedback & Reviews• Solus campaigns• Monthly Newslettersand many more….

#2 - Be Smarter

R20/20 “Marketingscore report” (2014)

60%higher lead-to-sale

conversion rate than batch & blast email

marketing.

75%of business using

marketing automation saw

leads and conversion increase.

VB insight

#2 - Be Smarter

What I say, may not be what I do!

• What I tell you I do is different to what I do

• People add bias to shape how they’re perceived

• Behavioral data is more accurate

#2 - Be Smarter

Be predictive. Not reactive.

• WHAT is the customer doing?• WHY are they doing it?• WOW! Treat then as individuals

To be predictive, insight into the customer is needed. This is the 3 Ws

Question: Could you do this by preference center data &order history?

With more data you can market smarter & use more automation.

#3. Put all of your data to work

#3Be Better.

#3 – Be better

“Customer Experience will overtakeprice and product as the key brand differentiator by 2020”

Source: Walker info

#3 – Be better

Email Marketing Automation connect business & customers- Right person, right time, right messaging - Lifecycle marketing- Easy Personalization & 1-2-1 relevancy - Use external data sources

THE BUSINESS

YOURCUSTOMERS

Email Marketing Automation is the tool for CX

EMAIL MARKETINGAUTOMATION

An example customer journey and how email marketing can be used to create a positive customer experience.

Browsing

Confirmation

Inspiration

Post purchase

ComplaintsAdvocacy

#3 – Be better

SCENARIO:Customer looks at a dress online. The color they want is out of stock so the leave the site.

SOLUTION:Abandoned Browse insight tool pushes the data into their profile which automatically sends a product notification when the colors comes stock arrives.

Positive CX because they have been notified about what they want with no effort.

#3 – Be better

Browsing

SCENARIO:Customer orders the item and it gets delivered to a local store.

SOLUTION:The customer gets a confirmation email of the delivery. And also a SMS notification when it’s been delivered to the store.

Confirmation

Effective digital communications have saved the customer time and effort plus increased their sense of control.

#3 – Be better

SCENARIO:Customer places an order within a bricks & mortar store after being helped by a friendly shop assistant.

SOLUTION:The customer gets a follow up email from the shop assistant wishing them well but providing support should they need it.

Post purchase

The human experience within the store is translated into the digital world providing post purchase interaction –which is often lacked.

#3 – Be better

SCENARIO:Health conscious customer purchases a wearable device in hope to help them live a healthier lifestyle.

SOLUTION:Utilize technology & data to provide activity summaries, suggestions and even complimentary products to help the customer improve.

Post purchase

Going beyond just customer experience and using marketing technology to help the customer achieve more in life!

#3 – Be better

SCENARIO:When the customer tries the dress on it is not the color shown on the website. She goes to Twitter to complain.

SOLUTION:An agent sees the complaint on Twitter, replies and checks details. The customer is emailed a free returns label and a unique discount coupon code.

Complaints

Listening and addressing their complaint turned this customer around

#3 – Be better

SCENARIO:The customer has worn the purchased item and is delighted with the dress.

SOLUTION:14 days after purchase the customer is sent a feedback survey as her opinion matters.

Advocacy

The customer feels like she can help and her opinion matters. Increased sense of control and brand interaction.

SCENARIO:It’s the end of the month, and the customer normally buys at this time. We suspect they’ve been paid

SOLUTION:Inspirational content personalized to their preferences and sent at the right time.

Inspiration

The customer gets the right message, at the right time in their buying cycle. They feel closer and are likely to re-purchase.

#3 – Be better

Client Successes

Client resultsAve. ROI for Commerce clients 40x Rev. from email marketing x 29.87%Additional sales assisted by email x 24.63%Conversion rates v Site Average from:• Email marketing +141.39%• Abandoned Carts +1034.80% • Welcome emails +54.552%• Birthday emails +279.34 % • Win back emails +136.72Greater AOV from email sales 4%

Client ROI in Focus

voga.com155x

vizio.com78x

duchamplondon.com136x

structube.com48x

preciousmoments.com63xsimplehuman.com52x

What to measure?“Half of the money spent on advertising is wasted; the trouble is I don’t know which half.”

The Holy GrailWhat can be taken as the ultimate measure?

Click thru Rate• Delivered / Unique Clicks

Direct Marketing• Volume Mailing / Interactions

The Holy GrailWhat can be taken as the ultimate measure?

Click thru Rate• Delivered / Unique Clicks

Direct Marketing• Volume Mailing / Interactions

The challenges

Opens or Clicks?Campaign ACheck out our new British film of the month

Emails delivered:10,000Unique opens:2,000Open rate:20%

Campaign BCheck out Benedict Cumberbatch’s brand new film!

Emails delivered:10,000Unique opens:1,500Open rate:10%

Opens or Clicks?Campaign ACheck out our new British film of the month

Emails delivered: 10,000Unique opens: 2,000Open rate: 20%Unique clicks 200Click through rate 2%Click to open rate 10%

Campaign BCheck out Benedict Cumberbatch’s brand new film!

Emails delivered:10,000Unique opens:1,500Open rate:10%Unique clicks300Click through rate3%Click to open rate20%

Challenge

Process Metrics

•Opens

•Clicks

•Click Thru Rate

The alternative metrics

Device Usage

Reading email is the most popular activity for 78% of smartphone users - Forrester

Mobile is not a channel it’s a device!

150-200 time per day

Device Usage

Reading email is the most popular activity for 78% of smartphone users - Forrester

23% of emails opened on a mobile are opened later again on desktop

150-200 time per day

Time of Action

Site conversion funnel

Browse abandonment

Cart abandonment

Home page

View category

View product

Add to cart

Checkout

Engagement

•Dwell time• 0-2 sec = Skimmed• 2-8 sec = Glanced / read

•Click & open – reach• Customer interaction

• Over time

• Across the whole customer database

Engagement

•Dwell time• 0-2 sec = Skimmed• 2-8 sec = Glanced / read

•Click & open – reach• Customer interaction

• Over time

• Across the whole customer database

EngagementHow does my open rate compare… ?

Engagement

Camp 1Open rate 25%

Camp 2Open rate 25%

Camp 1Open rate 25%

Camp 2Open rate 25%

Rates alone can steer us in the wrong direction

Engagement

Camp 1Open rate 25%

Camp 2Open rate 25%

Camp 1Open rate 25%

Camp 2Open rate 25%

Rates alone can steer us in the wrong direction

Open Reach 55%

The Halo Effect

of in-store purchase started followed an

online activity - Google

of email recipients visit a store after reading an email- Wandful Media

92% 60%

The Halo Effect

Customer Value AnalysisThis analysis will show you:• How each channel is performing• Channel performance relative to the others • The value of customer engagement across multiple channels• How much you should spend to acquire customers across each channel• How much you should spend to get customers engaged across multiple

channels

Customer Value AnalysisSpend no more than:

• $1.50 to acquire an email• $0.10 to acquire a FB fan• $0.90 for an email recipient to

become a FB fan• $1.30 to capture the email for a

FB fan

Spend limit to convert:• $13.50 for email subscribers• $9.90 for FB fans• $17.60 for Both email

subscribers & FB fans

AveragePurchaser Value

AverageValue

Email only $15.00 $1.50

Facebook only $10.00 $0.10

Both $20.00 $ 2.40

Ave Value: Db size / Total RevAve Purchaser Value: Total Rev / No of purchasers

Customer Value AnalysisCalculate:

• Average Value: Db size / Total Rev• Average Purchaser Value: Total Rev / No of purchasers

This tells us how much to spend

• To acquire a new customer (Ave value) per channel• To turn a prospect into a purchaser (diff between Ave Value & Ave

Purchaser Value) per channel

To conclude

Move the email marketing needle1. Start small, scale quickly

2. Work on the business, not in the business

3. It’s not the size if your list, its how you use it

4. Put all of your data to work

5. If you don’t send, they can’t spend

6. Make the right measurements

Questions@TinkTaylor

Oro London Meetup - dotmailer: Faster, smarter, better, email marketing

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