In this webinar, we look at the benefits of using conversational email marketing and explore tools which are needed to improve your email campaigns. We will look at: • The facts behind conversational email marketing • How you can be achieved • The benefits of using this strategy • And, what tools you’ll need. To learn more about this topic, download the Whitepaper - Talk Don't Shout: A Guide to Conversational Email Marketing. http://www.wiredmarketing.co.uk/whitepaper-a-guide-to-conversational-email-marketing.html

1. Talk Don’t Shout:
Conversational Email Marketing
By Wired Marketing

2. Table of contents
• Introduction – Conversational Email Marketing
• Stage 1 – The facts
• Stage 2 – How it’s done
• Stage 3 – The benefits
• Stage 4 – The tools you will need
• Conclusion

3. Talk Don’t Shout:
Conversational Email Marketing
Through this presentation, we will look at why it is important to
create a bond with your clients and customers through
conversational email marketing campaigns.
We will be explaining:
• How you can avoid directly selling to your audience
• How to instead create a personal relationship
• How to ensure your company’s voice is heard and respected by
both customers and clients.

4. Stage 1 – The Facts
• Emails sent with personalised subject lines, including either first name, surname, or
another UID were 7% more likely to be opened than emails sent with blanket
subject lines. (1)
• 42% of UK Marketers are personalising based on behavioural data, like past or
abandoned purchase.
• 86% of UK brands are currently personalising their communications to some extent.
• 74% of consumers get frustrated when website content appears that has nothing to
do with their interests. (2)
Sources:
(1) http://www.experian.co.uk/blogs/latest-thinking/top-marketing-statistics-2015/
(2) http://janrain.com/about/newsroom/press-releases/online-consumers-fed-up-with-
irrelevant-content-on-favorite-websites-according-to-janrain-study/

5. Stage 1 – The Facts
The days of batch and blast are over. This is an ineffective technique and
leaves senders unable to connect with the intended target audience, due to
a lack of engagement and personalisation.
Marketers are entering in to a relationship with customers and can now
provide a much more engaging and thought provoking conversational
experience, rather than pushing the business onto contacts to maximise
sales.

6. Stage 2 – How it’s done
• Don’t assume ask
Avoid using batch email marketing as it is ineffective and lacks
personalisation. Instead ask your contacts to find out what they
need from you.

7. Stage 2 – How it’s done
• Optimise for mobile usage
We live within a modern world and technology is now easily
accessible. Marketing must be sophisticated and available on
the move.

8. Stage 2 – How it’s done
• Let the conversation flow
Using an email service provider, you should track the time an
individual opens your messages. Applying this data, you should
then customise the time you send out future email to that specific
individual.

9. Stage 2 – How it’s done
• Create an individual experience
Using pre-set automation procedures allows customers to have a
one to one experience that reflects an organic free flowing
conversation. This enables you to know your customer’s
preferences through monitoring channel movement and
involvement.

10. Stage 2 – How it’s done
• Dynamic content
Use dynamic content which is creative and personal to the
individual, keeping the recipient engaged.

11. Stage 3 - The benefits
Sending out content which is relatable to the receiver will:
 Optimise sales as products and information that are personal and
interesting to the individual;
 Project a personal and intimate company ethos;
 And, align social channels enabling outputs to be consistent.

12. Stage 3 - The benefits
Using automation and personalisation to create conversational email
marketing allows you to:
• Change the way the audience sees your business
• Increase the attention of the receiver
• Maximise your campaign success due to relevancy
• And, optimise sales as products and information that are personal and
interesting to the individual.

13. Stage 3 - The benefits
Whilst also enabling you to:
• Avoiding mass marketing and spam emailing
• Know your customer and create a positive and personal experience
• Portray your business ethos as personal and values
• Receive data which allow you to be direct
• Know want your customers want and needs
• And be very time and cost effective.

14. Stage 4 – The tools you will need
Using triggers, you can create automatic responses dependant on the channel
movement of an individual. So if a prospect does something which is meaningful on
your social channels, website or even offline the trigger allows you to respond at the
relevant time.
Automation allows your customers to feel that their needs and opinions matter and
they are being respected, whilst keeping the information you send relevant and
flowing in a responsive conversational manner.

15. Stage 4 – The tools you will need
When using automation and segmentation, you are able to create the
perfect marketing strategy to entice your audience and keep them
engaged.

16. Stage 4 – The tools you will need
Keeping your prospects active helps you to drive their purchasing
decisions, whilst tracking any movement and engagement allowing you to
suggest products that are similar to previous purchases or previous viewed
items.

17. Stage 4 – The tools you will need
We believe to create a conversational marketing strategy you will need an ESP
that allows:
• Segmentation
• Personalisation
• Mobile Response
• Reports
• Automation

18. Conclusion
Conversational email marketing is used to create organic real-time,
engagement focused campaigns. Through tools such as dynamic content we
can send campaigns that are personalised to the individual consumer and by
automating emails we can react to online behaviour and our contacts
activities.
This allows us as marketers to capture the attention of the recipient whilst
gathering data and driving our marketing forward to ensure our business is
successful.

19. Any questions?
Say hello!
hello@wiredmarketing.co.uk
0845 467 5234
Q&A