The document discusses automating email marketing campaigns. It provides examples of four types of campaigns that can be automated: 1) welcome series for new subscribers, 2) resending emails to those who have or haven't taken an action, 3) post-purchase transactional emails, and 4) automating metrics and testing of campaigns. Automating campaigns improves engagement and reduces workload while continuing to nurture prospects and customers.

2. Lora Ullerich
Brand Journalist
@coleinformation
DJ Waldow
Digital Marketing Evangelist Marketo
@djwaldow
Session Framework

3. 3
• Cole Information
• Published in 1947
• Blue Book
• Criss-cross directory of addresses
and phone numbers
• Invaluable information for:
• Telemarketing
• Debt collection
• Law enforcement
• Today, web-based lead generation for small
business.
Then & Now

4. 4

5. 5
Housekeeping Items
• Giveaway
• Dashboard questions
• Tweet:
– @coleinformation
– @djwaldow

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
DJ Waldow (@djwaldow)
• Bronto. Blue Sky Factory. Waldow Social.
• Marketo – Digital Marketing Evangelist
• 8th grade
• The Rebel’s Guide to Email Marketing
• The Definitive Guide to Engaging Email Marketing.
• “Best practices are those that are best for YOUR audience.”
• Lover of beer, coffee, and people.
• #GOBLUE
• Eva, Cal, K-Dawg

7. © 2013 Marketo, Inc. Marketo Proprietary and Confidential
Over the next ~39 minutes …
• Some scary (but true) email stats
• Why Automate?
• 4 Campaigns You SHOULD Be
Automating
• Answers to ALL of your questions!

8. Our Average Attention
Span Is Now 8 Seconds
– 1 Second Less Than A
Goldfish
Photo: Flickr

9. Photo: Flickr
The average office worker checks their email 30 times
every hour
Typical mobile users check their phones more than
150 times per day
Stats: Source

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
We are addicted to email … and our smart phones.

11. Photo: Flickr
Good for
marketers
Not good for
humanity?

12. © 2013 Marketo, Inc. Marketo Proprietary and Confidential
We are all SUPER busy

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Automation, when done right …

16. Photo: Flickr

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Tactics to Increase Email Engagement

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Tactics to Increase Email Engagement

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Source: Smart Insights
Triggered Emails Perform Better!

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Source: Smart Insights
Triggered Emails Perform Better!
BAU = Business As Usual

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
The Old Way
Triggered
Engagement
Lift
Open % 21.7% Open % 34.0% 57%
Click to
Open %
23.4%
Click to
Open %
37.1% 59%
Click % 5.1% Click % 12.6% 147%

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
CHANGE THE
CONVERSATION
based on a trigger

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4 Ways to Automate Your
Email Marketing Campaigns

25. 1

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5x higher
open rates
Source: Experian

28. © 2013 Marketo, Inc. Marketo Proprietary and Confidential
4x higher
click rates
Source: Experian

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10x higher
revenue
Source: Experian

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Welcome To The
Upworthiest. Turn On
Your Images And
Buckle Your Seatbelt

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Welcome to Club Orchard!

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Register your Club Orchard account now and
receive a $5 off $25 coupon

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
WelcomeSeries
NewCustomer

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
CHANGE THE
CONVERSATION
based on a trigger

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
CHANGE THE
CONVERSATION
based on a trigger

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Set up once.
Create open/buy habit early.
Learn valuable information about
new customer.
Make more money (!)

43. © 2013 Marketo, Inc. Marketo Proprietary and Confidential
Remail
2

44. © 2013 Marketo, Inc. Marketo Proprietary and Confidential
Resending an email to
a group of people who
have (or have not)
take some action

45. © 2013 Marketo, Inc. Marketo Proprietary and Confidential
“Remailing is like
printing money.”
-A Bronto client

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Just for you. Save 15% on your entire order.

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Last Chance! Save 15% on your entire order.

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Tees from $15: ends today (10:20 AM PT)

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Hours left to save! (3:34 PM PT)

53. © 2013 Marketo, Inc. Marketo Proprietary and Confidential
Low Effort
High Return
Easily Repeatable
Lights Out

54. © 2013 Marketo, Inc. Marketo Proprietary and Confidential
Post-purchase
transactional email
3

55. © 2013 Marketo, Inc. Marketo Proprietary and Confidential
Generally see
higher open and
click-through rates.

56. BUT …

58. © 2013 Marketo, Inc. Marketo Proprietary and Confidential
INSTEAD …

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Your SkyMall Order Confirmation +Special Offer

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Your SkyMall Order Confirmation +Special Offer

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Your SkyMall Order Confirmation +Special Offer

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Post-PurchaseSeries
Post-ReviewSeries

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Highly personalized.
Continue to engage.
Get reviews. Upsell/Cross-
sell. Etc.

65. © 2013 Marketo, Inc. Marketo Proprietary and Confidential
Automate Metrics
4

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Engagement dashboard
provides instant insight into
nurturing effectiveness

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See how a program, Smart
Stream, or individual content
is engaging prospects and/or
customers over time

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Spot a trend
1
Highly actionable metrics

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Spot a trend
1
Highly actionable metrics
Target low
performers
2

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Spot a trend
1
Highly actionable metrics
Target low
performers
2
Remove, or edit
low performers
3

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Spot a trend
1
Highly actionable metrics
Target low
performers
2
Remove, or edit
low performers
3
Reverse the trend
4

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Know exactly when you’ll run
out of content – so you can
keep the conversation going.

75. © 2013 Marketo, Inc. Marketo Proprietary and Confidential
Don’t guess …
TEST!

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