How to Learn from the Best to Optimise Automated Email Marketing Campaigns
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This document discusses how to optimize automated email marketing campaigns by learning from industry leaders. It recommends implementing triggered emails based on customer transactions, demographics, browsing behavior, and other criteria. Examples of trigger types include welcome emails, birthday emails, abandoned cart reminders, and contextual triggers based on timing, weather, or current events. The document concludes by advising marketers to plan trigger acquisition carefully, focus on high-return triggers first, and leverage all customer touchpoints while maintaining data quality and feedback opportunities.
How to Learn from the Best to Optimise Automated Email Marketing Campaigns
- 1. How to Learn from the Best to Optimise Automated Email Marketing Campaigns Guy Hanson guy.hanson@returnpath.com www.returnpath.com uk.linkedin.com/in/guyhanson @GuyHanson, @ReturnPath
- 3. Smart brands understand the value of delivering … The right message. To the right person. At the right time.
- 4. We have unprecedented visibility into the inbox PROVIDER NETWORK 70 Providers 2.5B Inboxes with CONSUMER & DEVELOPER NETWORK and 2M+ Consumers eCommerce receipts from over 5,000 Retailers
- 5. Automation – Rationale & ROI
- 6. “Triggered open rates were 76.7% higher than BAU emails, with triggered click rates reporting 151.9% higher” Source: Epsilon Q3 2014 Email Trends & BenchmarksSource: RP Labs Strategy Mapper Rationale & ROI Triggered Emails Generate More Responses
- 7. Source: DMA National Client Email Report 2015 Over 50% of email revenue is generated by segmentation Another 30% is being produced by triggered emails – almost doubling in just 12 months!
- 8. “Does the majority of your email marketing revenue and engagement come from triggered emails? Anecdotally, marketers tend to hit this mile- marker when more than 5% of their email volume is triggered emails” Source: Mediapost,
- 10. Implementation Take-Up Source: SFMC State of Marketing Report 2015
- 11. Implementation Criteria Ability to Trigger How easy or difficult would be it to set-up the email trigger? Size of Audience How many people do we estimate will receive this trigger each month? Engagement Level How involved with the brand will the trigger recipient be? Purchase Intent Will the trigger recipient be in a "buying" frame of mind? Revenue Potential What is the expected average order value?
- 12. Implementation Trigger Types Transactional Emails: based on past customer transactions enable marketers to suggest future purchases Segmentation Clusters: demographics; geography; brand affinity; and product preferences Reminder Emails: abandoned cart; incentives; reminders; and replenishment emails Loyalty & Appreciation: thank you; gifts; reminders of loyalty status - marketers can track how much a customer is spending, and then respond with more points to encourage shopping
- 14. Lifecycle Triggers Welcome Source: Return Path – Americas Top Retailers Welcome Email Study “Those that read at least one welcome message went on to read 40% more of their messages from the sending brand during the following 180 days” “The overall lifetime spend of a customer was 62% higher for those who engaged vs those that did not”
- 24. Dell experienced a clear lift from using individualised send-times. As a result, this test won the gold ribbon for Timing Tests in WhichTestWon’s Email & Mobile Testing Awards. Dell saw these results: • Increase in unique opens by 6.6 percentage points • Increase in unique clicks by 8.2 percentage points Contextual Triggers Timing
- 30. Wrapping Up
- 31. Wrapping Up Additional Ideas
- 32. Wrapping Up Additional Ideas • Life events such as when customers change their status from “Single” to “Married” in social media • Customers have been upgraded to VIP, participated in a loyalty program, or received a bonus card • Customers have left feedback or shared a link in social media • You want to thank a customer for placing a 5th or 10th order • You want to send a reply to a price-cutting query on certain goods • Customers regularly check a specific page but don’t complete a transaction. • Customers haven’t visited your site, or used your app, for a long period of time
- 33. Wrapping Up 8 “Dos” and “Don’ts” • Do Plan for trigger acquisition • Do Know what you want to automate • Do Start with what will generate the biggest returns • Do Balance quality with quantity • Do Leverage all available touchpoints • Don’t Rely on dirty data • Don’t Assume timing has to be immediate • Don’t Miss Opportunities For Feedback
- 34. How to Learn from the Best to Optimise Automated Email Marketing Campaigns Guy Hanson guy.hanson@returnpath.com www.returnpath.com uk.linkedin.com/in/guyhanson @GuyHanson, @ReturnPath
Editor's Notes
- #3: Volume has increased – last we did this research average consumer received 413 and growing
- #5: Return Path has the data you need to navigate this Path and reach true Data Enlightenment. Optimizing your email campaigns, protecting your brand, and predicting consumer trends and markets can’t be done without data. Data is the core of our business, and for more than 15 years, our data has helped companies around the world make better business decisions. And we encourage you to use that data, if you aren’t already.
- #12: Triggering emails based on consumers' previous behaviors isn't enough Indeed, there can be differences between consumers' wants and their actual needs. For example, a consumer may click on a sports car impressed by the style and design, but his family's needs would be better met by a minivan. Or, shoppers may click on an inventory page, but that doesn't mean that they've settled on a particular brand or product.
- #13: Triggering emails based on consumers' previous behaviors isn't enough Indeed, there can be differences between consumers' wants and their actual needs. For example, a consumer may click on a sports car impressed by the style and design, but his family's needs would be better met by a minivan. Or, shoppers may click on an inventory page, but that doesn't mean that they've settled on a particular brand or product.