Webinar presentation by Kath Pay of Holistic Email Marketing for GetResponse. Find out what are the best ways to personalize your email marketing campaigns, how to leverage touch points through marketing automation, and see real life business examples of using marketing automation in action.

1. How to Get Personal with
Marketing Automation
Kath Pay, Founder of Holistic Email Marketing

2. Kath Pay
Founder
Holistic Email Marketing
kath@holisticemail.com
www.holisticemailmarketing.com

3. Get your tweet on!
@kathpay
@GetResponse
#GRAutomationHub

4. I have a confession…

5. Objective: to enhance the
customer experience
Personalisation

6. Why Personalise?

7. So what do consumers want?
A recent study by Yahoo found that most consumers
are not only aware of online personalisation but that
they believe that it provides added relevance – with
78% of those surveyed expressing a desire for some
type of personalised content.
Source: https://advertising.yahoo.com/Insights/BALANCING-ACT.html

8. Retail Weekly/Silverpop

9. Retail Weekly/Silverpop

11. Matthew Finn, CRM manager at jewellery
brand Astley Clarke says that implementing
personalisation technology to personalise
the online experience
via what he refers to as 'suggestion
choreography' has resulted in some 60%
uplift in conversion rates.
http://www.theguardian.com/media-network/media-network-blog/2014/jul/23/personalisation-marketing-online-brands
Improved conversion rates

12. So, what is personalisation?

13. “ Christian Ricci, Chia Monkey
Web personalisation is a strategy,
a marketing tool, and an art.
It brings focus to your message
and delivers an experience that is
customer-oriented and relevant.

14. Necessary ingredients
1.Strategy
2.Content
3.Data
4.Technology

15. Lead with strategy, not
technology

16. How to personalise

17. 3 different types of data
Informed | Behavioural | Transactional

19. Capture their
Digital Body
Language

20. …and drive “intelligent” personalisation

21. Achieving Personalisation
through Automation

22. Combine
Behavioural &
Transactional
data with touch
points and
technology

23. Be Customer Service
Focused
Every email sent should provide a customer service

24. We LOVE Customer Service

25. Yes…really – we do!
• Dress up your marketing messages as customer service
• Customer’s have a high tolerance for messages which are
helpful
• Leverage this tolerance but be genuine and helpful

26. Be customer-
service oriented

27. Delight them!

28. Be helpful!
RETENTION EMAIL
It was sent to customers who
had purchased the drill within a
given timescale.
Results versus regular email:
Sales per send: 724% increase !!!

29. Let’s be inspired!

30. New visitor
Repeat visitor
Subscriber
Single Order
Customer
Multiple Order
Customer
Loyal
Subscribe Popover*
Basket Abandonment*
Checkout Abandonment*
Replenishment
Loyalty
Browse Abandonment*
1st Purchase
2nd Purchase
Transpromo*
Anniversary/Birthday*
*repeated at different stages of funnel

31. Subscribe Popover
…and automated email

32. On entrance

33. On exit

34. Basket Abandonment (for
unknowns)

35. Cloud-iq.com

36. Checkout abandonment
Customer Service

38. An example email campaign.
Reminder
35 min
Reassurance
23 hours
Promote
6 days
Adopt a timed email delivery strategy to engage your customers.
Cloud-iq.com

39. 1st Purchase Programme
Welcome Subscriber or Registered user

47. 2nd Purchase Programme
Welcome Customer

50. Transpromo email

53. Browse Abandonment
Programme

54. Overtly: Browsed not bought
Results versus
general email:
Conversion rate: 44%
increase
Note: The conversion
rate will be optimised
if the products are
relevant to what has
been browsed

56. Replenishment Programme

58. Back in Stock

60. Birthday/Anniversary

64. Loyalty

65. I think they’re onto something!

67. Unengaged Customer
Programme

70. Lapsed Customer
Programme

73. Leverage data, touch points and
marketing automation
technology to deliver a
personalised experience for
your customers

74. Questions?

75. www.holisticemailmarketing.com
hello@holisticemail.com
@holisticemail