Automate Your Email Strategy: Tips to Turn Traditional Email into a Revenue-Generating Machine

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Automate Your Email Strategy: Tips to Turn Traditional
Email into a Revenue-Generating Machine

Housekeeping
2
 This webinar is being recorded! The slides and recording will be sent out once the
webinar concludes
 Questions? Post them in the Q&A box and we will get to as many as we can at
the end of the session
 Posting to social? Use our hashtag #mktgnation

Meet the Speaker
3
Hayley Ferrante
Marketing Manager, Commercial Demand
Generation

Agenda
4
 Getting Started with Batch Emails
 Optimizing with A/B Testing
 Diving Deeper with Triggered Campaigns
 Combining It All
 *Bonus Tip

Getting Started | Structure
5
Define Your Audience
 We use behavior score
to measure
engagement
 Segment your lists to
speak to each audience
appropriately
 Behavior score tiers
 0, 1-9, 10-19, 20+
Send Batch Emails
 They are easy to whip
up quickly
 Without sending batch
emails, it’s tough to
learn about your
audience
 Test out different copy,
subject lines,
vernacular, etc.
Evaluate What’s
Working
 Always keep an eye on
overall engagement
metrics
 Evaluate your A/B
testing results and
statistical significance
in a timely manner
 Keep your end goal in
mind at all times

Getting Started | Content
6
Reactivation
Early
Mid
Late
Blogs, Cheat Sheets, Infographics
+ Definitive Guides, eBooks
+ Case Studies
Top Performing Content

Optimize | Test
7
 Think about the metrics you care
about
 What should I test?
 Open %  Subject Line, preheader
 Click %  CTA, email copy, subject line
 Unsubscribe %  Email copy, piece of
content
 How do we test?
Define Your
Goal
Deicide
What to
Test
Create a
Hypothesis
Run the
Test
Evaluate
Results
Make a
Decision

Optimize | Evaluate
8
The Results
 Open rates increased by 4% (100% statistical significance)
 Click-through-rates increased 47% (100% statistical
significance)
 Click-to-open rates increased by 41% (100% statistical
significance)

Listen and Respond
9
Email 1
Send
Triggered
Email
Clicked Link
Not Clicked
Link
Do
Nothing

Diving Deeper
10
- Reinvigorate unengaged subscribers
- Multi-channel campaign on email and digital
- Credit Unions, Financial Services, Healthcare, Higher Ed, Manufacturing
- Using similar content but personalizing the messaging per industry
- Emails at a high frequency
- Lower cadence of emails
- C-Level assets only
- Messaging relevant for the C-suite
- If someone does not meet the above criteria
- Offering our top content with broad language
- Emails at a high frequency
Reactivation
Verticals
C-Level
Default

Combine & Automate
11
 Automate batch emails with an
engagement program
 Build triggers to send when someone
engages with an email in the
engagement program
 Transition prospects between streams
based on their most recent behavior

Behavior Based Triggers
12
 Web Accelerators
 Triggered campaigns to people that
show specific behaviors on your
website
 What KPIs do we care about?
 Open %
 Click-to-open %
 Click %
 Unsubscribe %
 How can we use these triggers?
 Visiting webpages
 Digital ads
 Check-in to an event
 Downloading content

Key Takeaways
13
 Get started with batch emails to learn about your audience
 A/B test to ensure you’re making data driven decisions
 Use triggered campaigns to listen and respond to your audience
 Build out a developed engagement structure
 Combine the strategies and automate it all
 *Bonus tip: Build web accelerators to listen to your audience on other channels

Automate Your Email Strategy: Tips to Turn Traditional Email into a Revenue-Generating Machine

Automate Your Email Strategy: Tips to Turn Traditional Email into a Revenue-Generating Machine

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Automate Your Email Strategy: Tips to Turn Traditional Email into a Revenue-Generating Machine