dotdigital bags the 2019 Best Marketing Automation Partner Award at NORA Solution Partner Excellence Awards

dotdigital APAC emerged as winners of the Best Marketing Automation category at the recent NORA Solution Partner Excellence Awards, held at the Australian National Maritime Museum in Sydney.

The awards, organized by the National Online Retail Association (NORA), celebrated behind-the-scenes heroes of the online retail industry. The winners were chosen through a voting process whereby retailers across Australia and New Zealand voted for their favorite technology vendor under each category.

A heartfelt congratulations to all the winners! This award is a great achievement for the entire dotdigital APAC team and reflects the commitment and effort that each one puts into servicing our customers and building the dotdigital brand within the Australian market and beyond.

Rohan Lock, Regional Director of APAC, was interviewed during the event and here are his thoughts after accepting the award!

The awards hosted by Paul Greenberg, Founder of NORA Network, and change and leadership expert, Nigel Collin, were the Australian retail industry’s first sustainable awards evening. Every aspect of the event had a high standard of sustainability, from food prepared with sustainably farmed produce, the use of recycled/recyclable materials, and a goal of zero waste. Well done to NORA Network for a hosting a fantastic evening. We are looking forward to next year’s gala already!


Unlock your cross-channel marketing potential with Engagement Cloud. For a quick demo, click here.

The post dotdigital bags the 2019 Best Marketing Automation Partner Award at NORA Solution Partner Excellence Awards appeared first on dotdigital blog.

Reblogged 3 days ago from blog.dotdigital.com

The beginner’s guide to email marketing automation

At dotdigital, we talk a lot about our platform Engagement Cloud, and all the amazing features, like automation, that can add value to your marketing. But what if you don’t quite know where to start with all this functionality? With all the buzzwords – omnichannel campaigns, segmentation, product recommendations, SMS, push to mobile, and social retargeting – channel marketing can be intimidating for some online retailers.

There’s a
perception that setting up automated customer journeys is a complex activity
that requires substantial investment in precious time and resources, and this
perception is often the biggest blocker to getting started.

In this
article I’ll show how you can see massive ROI with minimal effort through
Engagement Cloud automations. 

My advice is
to start simple:

  1. Decide which contacts you want to target and make sure
    you have a way to segment them
  2. Set up basic customer journeys for each segment

Program Builder, the automation tool in Engagement Cloud, makes step two easy, with pre-built templates you can choose from to get started. We’ve already done the hard work for you, all you need to do is add your campaign content!

I’ve included some recommended customer journeys below.

Give your new subscribers a great introduction to your brand with a basic welcome automation

Segment: Brand new
subscribers

A welcome journey is an automation triggered when a subscriber signs up to your newsletters. The content of your welcome communications introduces your brand and sets your contacts’ expectations for the types of communications they will receive from you.

The below example from Nude by Nature outlines the brand’s purpose: a commitment to natural, cruelty-free products. Plus, the message also incentivizes subscribers to make their first purchase by offering a discount coupon. The “Shop Now” button makes it easy to return to the website and start browsing.

Nurture your customers and inspire loyalty with a helpful post-purchase automation

Segment: New
customers

A ‘post-purchase’
journey is an automation triggered when a customer makes their first order from
your store.

Note that a post-purchase journey is separate to transactional emails, which contain order updates such as delivery status and postage information.   

This example from Baxter Blue is sent to customers after their expected delivery date to check in and make sure they’ve received their product. As well as reiterating the benefits of their glasses, customers are also given advice on what to do if they have still not received their delivery.

email automation

Help tentative shoppers make quicker decisions with abandoned cart or checkout reminders

Segment: Undecided
online visitors

Abandoned cart or abandoned checkout journeys and campaigns can be triggered via your store’s Engagement Cloud integration, as a reminder to customers who have left an item behind. A discount or an offer of free shipping might help entice them to follow through with the purchase, or you can take the opportunity to educate the recipient about your brand. 

This cheeky example from Remedy Drinks exemplifies the brand’s laid-back tone of voice, and the link to the product makes it easy for customers to click through and complete their purchase.

Entice lapsed subscribers back to your brand with re-engagement journey

Segment: Unengaged
subscribers

A re-engagement journey aims to reactivate subscribers or customers who are no longer engaging with your emails. This is a good opportunity to start experimenting with adding your contacts to social audiences to engage with them via another channel. You can use our Facebook retargeting automation template (below) or set up your own journey – it’s as simple as adding a node to your automation.

automation

Takeaways

Marketing automation isn’t supposed to be difficult. You don’t have to do everything all at once; prioritize and focus on the basics. Choose key segments you want to engage with and build simple customer journeys to capture their attention. You can grow your omnichannel strategy (and brand) from there. If you’re not a dotdigital customer, you can watch a quick demo of Engagement Cloud here.

And if you fancy your hand at more triggered programs, grab a copy of our free automation planning worksheet.

The post The beginner’s guide to email marketing automation appeared first on dotdigital blog.

Reblogged 3 weeks ago from blog.dotdigital.com

How to use automation to create a smooth link between sales and marketing

A strong bridge between sales and marketing is a B2B company’s not-so-secret tool for success. With aligned sales and marketing, each team is in the best position to hit their most important KPIs and give consumers a more streamlined experience from the very first touchpoint.

In fact, LinkedIn research shows that
businesses with strong sales and marketing alignment are 67% more effective at
closing deals, 58% more effective at retaining customers, and drive 208% more
revenue as a result of their marketing efforts. Impressive, right?

To help get sales and marketing on the same page, you can optimize internal communication, hold regular meetings, and collaborate via shared metrics and dashboards. But you might not have thought about improving your sales-marketing relationship with automation.

Automation provides a myriad of benefits for any business. You can use the information you already have about
your contacts to automatically guide leads through your ideal marketing funnel.
Automated processes also help align your sales and marketing teams, especially
by kick-starting and facilitating processes, handovers, and data collection
that help you succeed.

But what should you get started with? And how
can you set up processes that get results? Let’s help you get started…

1.
Collect the right data for sales and marketing

To get the best results from automation, it’s
important to consider the data you’re collecting. Your audience’s attention is
incredibly valuable: every single form field should earn its place by being a
well-considered question that will give you valuable data.

Check all your forms and make sure you’re collecting
data that allows marketing and sales to qualify contacts and have the right
information as they move down the funnel. Don’t go overboard, though – it’s
important to ensure all questions are relevant and appropriate for the stage of
the funnel. Don’t ask for annual revenue to receive a top of funnel trends
report.

2.
Define the way leads should flow between Marketing and Sales

Don’t fall into the trap of thinking of your
marketing and sales funnels as separate entities. They’re very much connected,
and should always be considered in parallel.

Begin by getting a clear picture of what your funnels look like. Map them out – on paper with Post-Its if you need to. Make sure everyone agrees how leads enter your funnel, become qualified, and take key actions (such as requesting a demo) before becoming customers.

Next, pinpoint when your marketing team needs to pass leads to sales. Is it when a lead requests a demo? Or is it before then – maybe showing interest signals like visiting your pricing page?

Once you know exactly when a lead should move
to sales, you can use automation to reduce manual work and handovers. For
instance, if a qualified lead requests a demo, you can use your marketing tool
to change the contact owner to a sales representative and set a task for them
to reach out.

3.
Get your tools in sync

One powerful way to boost company efficiency
is to connect your marketing and sales tools.
With integrations and two-way contact syncs, you can automatically keep your
key business tools updated and ensure everyone has the latest data at hand.

List all the business tools you rely on. Are
they currently in sync, or do you have room for improvement? Set a goal to
streamline your data flow between the tools you use most and eliminate manual
uploads and updates.

As a starting point, consider synchronising contacts between your CRM and
email tool
, proposals system, and billing software if you
use these tools.

4. Deliver tailored content to
guide leads through your buyer’s journey

47% of marketing teams don’t have a documented
buyer’s journey, says Kapost in their 2018 B2B Marketing and Sales Alignment
Benchmark
. That’s a huge lost opportunity.

Make sure you’re clear on the key stages your
customers travel through before and after purchase. Once you’ve done that,
choose your best pieces of content for each stage (look at relevance, as well
as conversion rate and time on page). You can then create
emails to promote these content pieces
as part of
personalized workflows that deliver the right content at the right time, based
on certain triggers.

Consider adjusting the email sender and reply-to address depending on the stage of the funnel – perhaps having one marketer sending your top-of-funnel emails, and a product marketer or salesperson sending more product-focused messages. But make sure not to confuse your recipient with too many emails and too many senders.

Your goal should be to gradually move leads further down the funnel and motivate signs of engagement (such as demo requests). You can also use automation to schedule follow-ups when action is required from your contact, such as to finalize their demo booking or approve a sales proposal. Once a lead completes one workflow, you can choose to automatically trigger enrollment in another.

5. Set
up notifications to update key people in your team

Automation makes sending messages to contacts a breeze, but it can also radically improve your internal conversation. With your marketing software, set up internal workflows based on certain triggers (such as visiting your pricing page) to let your team know when a lead is engaging with bottom-of-funnel content or requires sales reach-out.

Alongside notifications, you can also create
automated tasks for your sales team to contact leads based on certain criteria.
That way you know your sales reps are always clear on the next action they need
to take, without wasting time trying to figure out priorities.


When you align
your sales and marketing
, you reap the benefits in every
area of your business. Automation is one of the best ways to create a smoother
bridge between your teams, as well as boosting overall productivity, response
times, and personalized outreach to contacts.

Ahead of your next sales
and marketing meeting, why not make a note to discuss how you can use automated
processes to improve your business performance and synergy

The post How to use automation to create a smooth link between sales and marketing appeared first on dotdigital blog.

Reblogged 7 months ago from blog.dotdigital.com

Harry Hall and email automation: realizing the value of a collaborative implementation

One brand that recognized this was Harry Hall, the renowned equestrian retailer and dotmailer client, who took steps to implement its first email automations with us. These included a welcome series, post-purchase program and a sequence of birthday emails.

As a serious marketer, email automation is your must-have tool to generate more engagement and revenue. It’s quick and simple to get started and you can easily scale your programs once you’ve got to grips with your first few. After the right amount of scoping, and once your first automations have gone live, you’ll start collecting valuable data and the revenue will begin trickling in.

Harry Hall’s story:

Harry Hall is admired by customers for its quality British clothing; every piece is skilfully tailored and further enriched by the brand’s strong heritage. From humble beginnings in the 1870s, Harry Hall has established itself as a prestigious brand in the equestrian world, its products renowned for their durability, practicality and comfort. The brand continues to live up to its original trading slogan: “Hall marked clothes are the best”. To achieve the same level of excellence in its email marketing, Harry Hall’s long-term focus is to create a seamless customer journey that effectively conveys the brand’s rich heritage and trumpets its high level of service.

Challenges:

With a manageable database at the time, Harry Hall was in a prime position to implement dotmailer and learn about its features; the objective was to grow the database and build out the customer journey throughout the year. However, a business decision left the brand with more data than it bargained for and – to get a handle on the new platform and streamline its email marketing – was in urgent need of a robust data-driven strategy.

Overcoming this challenge wasn’t going to be easy, so the brand sought strategic advice from Camilla Nightingale, director of Holbrook Digital Consultancy. Together they collaborated in scoping out the digital and data prerequisites for implementing an effective portfolio of email automation programs. Next came the implementation phase, which required guidance from the brand’s dotmailer Account Manager and Digital Program Manager.

Goals & Objectives:

The long-term goals for Harry Hall were clear from the very beginning: underline brand quality, demonstrate excellent customer service and showcase stylish and reliable products. Fundamentally, the brand had to tap into its higher life-time-value (LTV) clusters, nurture them at various stages of the cycle, and improve their customer experience. The ultimate objective was to generate more revenue and increase email ROI.

Camilla helped Harry Hall analyze its historical data to identify different clusters and their potential value. Her input was pivotal for the success of the project, steering the brand in the right direction in terms of business objectives and revenue prioritization.

Since day one, the Harry Hall team implemented Google Analytics to monitor the performance of automations and user response to incentives, as well as identify any uplifts in email metrics.

Collaborative automation build:

dotmailer’s ‘collaborative automation build’ session is a co-operative workshop – an interface between training and service – where specialists scope and build automation programs with clients. Although the session had capacity for three automation scopes, Harry Hall preferred to use the 10 hours allocated to the project to build and test programs collaboratively. In the long term, this resulted in more automations being built by Harry Hall as its staff were more confident in creating and testing new programs.

Sami Dabek – eCommerce Manager at Harry Hall – facilitated the project, making sure the various stakeholders had the right assets and technical resources in place to meet the tight deadlines. Sami was keen to learn how to design and test new flows, so she could take Harry Hall’s automations to the next level. Since the go-live date two weeks ago, she’d already independently deployed two new programs – a fantastic achievement.

Sami Dabek, eCommerce Manager at Harry Hall:

I found the collaborative approach was a great fit with our business needs. By working closely with our Project Manager and discussing the set-up of programs at each stage, I felt confident that after the project finished I had the knowledge to maintain these programs, and more importantly, create new ones!

The results:

Through close work with their Digital Program Manager & Account Manager, the Harry Hall team has gained a deeper understanding of the dotmailer platform; this has allowed team members to build and test programs confidently, efficiently and with ease.

Building up their portfolio of programs resulted in an increase in subscriber engagement for Harry Hall; contacts were filtered into relevant programs based on their data, meaning communications were personalized and contextual. The brand was pleased with the programs as they facilitated a memorable journey for customers from beginning to end.

Throughout the customer journey, the team reported a noticeable increase in ROI – a well-deserved result for Harry Hall. This uplift was indicative of the long-term gains from nurture programs (such as welcome and post-purchase), as well as short-term wins from implementing abandoned carts.

Being able to scale the knowledge curve so quickly and reap the rewards of automation has been a tremendous achievement for Harry Hall. The brand’s gone from zero to 100 in such a short amount of time and cites the collaborative session as the secret to its automation success.

What’s next?

Harry Hall has a great roadmap ahead and will continue refining current flows to improve performance over time. Build, measure, learn and repeat

 

Get started today!

The program builder is available in every dotmailer account and it’s super-easy to use. Here’s a link to our automation videos to show you how to get started.

 

Need inspiration?

Check out this case study to learn how Minor Entertainment Ltd. has automated many everyday tasks to increase efficiency and revenues.

Get your free copy of our ‘Making time to save time’ guide which’ll put you on the right path to successful marketing automation.

 

  • This blog was co-written by Marius D’Souza and Pamela Zoni, Account Manager and Digital Marketing Specialist at dotmailer.

The post Harry Hall and email automation: realizing the value of a collaborative implementation appeared first on The Marketing Automation Blog.

Reblogged 1 year ago from blog.dotmailer.com

Make email automation the backbone of your B2B marketing strategy

Not too long ago, our in-house consultant Gavin Laugenie hosted a dotlive on the top 5 automation programs B2B companies should be doing, the reasons why and the results you can expect to yield from them. Below are the top 5 ROI-generating automation programs with tips on how to approach them.

1. Welcome program

Your welcome program is your chance to make a lasting impression; thank customers for engaging, set the expectations for the relationship and provide some valuable content to get the ball rolling.

  • Give your contacts a good first impression of your brand by outlining the types of communications they’re likely to receive
  • Use this as an opportunity to find out more about their interests through a preference center; in aggregating this valuable insight you can build a strong profile of subscribers and power relevant content that’ll keep them engaged

2. Product-based program

Your product-focused program allows you to personalize marketing communications depending on the stage contacts are at in the purchasing cycle. Push different types of content that resonate with them, supercharging their engagement and intent to buy.

  • Understand where people are in the buying journey
  • Timing is key: find out the optimum time of sending an email
  • Make sure the campaign is responsive on different devices and is easily readable/scannable
  • Relevancy of content: include dynamic content where possible (people have different reasons for buying). Segment based on data-fields and email behavior you hold on subscribers

3. Nurture program

Your nurture program is an essential component of your marketing strategy; drive valuable content to your subscribers on a steady basis to convert them at the right time. Contextualizing your messages is key.

  • Planning is crucial; you must be aware of what contacts will receive at each stage
  • Understand the results – use reporting to stay informed on how your emails are performing, helping you identify what’s working and what isn’t
  • Use contact scoring to understand customers. Identify those who are receptive and who aren’t; it’s much more cost-effective to keep a client happy rather than to win them back or acquire a new one

4. Retention program

Maximize customer longevity with your retention program. Drive key benefits – placing your brand front-of-mind – and you’ll strengthen existing customer relationships and foster true advocacy.

  • Give customers a reason to stay, what are the benefits?
  • Reward them for their loyalty
  • Perhaps even include a win-back strategy if they have an ‘at risk’ status, for example (our contact scoring tool can help you easily identify this)

5. Event program

An event program reinforces all your other marketing automation efforts. Spark interest among your subscribers by promoting events that complement their preferences through segmentation.

  • Segment your data based on geo-location and areas of interest; it’ll provide insight on who to target and help reduce no-shows
  • Perhaps give them an attendee status – make them feel special enough to want to attend and flag those who have already been to an event
  • Always ask for feedback and learn what you’re doing/not doing well to continuously improve and encourage attendance

 

You may already be aware of the above points, however it should help reinforce why these programs are important, how to approach them and the results you’re likely to expect.

If you would like more information on the types of automation programs you could implement, please contact your account manager or download our best practice guide on unlocking the power of B2B automation.

The post Make email automation the backbone of your B2B marketing strategy appeared first on The Marketing Automation Blog.

Reblogged 1 year ago from blog.dotmailer.com

Leverage your brand heritage to power post-purchase automation: how Grenson got it right

For many businesses, heritage and background are what make them a firm favorite in consumers’ hearts. Legacy builds the foundations for brand identity, personality and trust; these qualities are fundamental for retailers in a crowded market. Today, brands need to resonate emotionally with their customers to remain competitive, meaning heritage is a powerful advantage.

For traditional offline retailers such as Grenson, the surge in ecommerce has brought with it a need to establish an online presence that marries perfectly to the in-store customer experience; personalized and relevant communication is key. This is particularly important for brands who are keen to strike the right balance between broadening their email reach and upholding their brand values.

Email marketing automation is the go-to tactic to achieve 1:1 communication between brands and customers, however retailers still aren’t embracing it en masse. According to this year’s Hitting the Mark benchmark report, around 60% of retailers are missing out on the lucrative revenue opportunities that are the bread and butter of email marketing automation.

It’s easy to see why heritage retailers may shy away from increased email frequency, however email marketing shouldn’t be categorised into an aggressive sales tactic. One brand that realized this and has used automation to enhance its customer experience is Grenson.

Grenson’s story

Grenson prides itself in the quality of its shoemaking through astute attention to detail; since 1866 the brand has respected best-of-breed techniques and processes which have ultimately earnt the brand its heritage status. Grenson’s reputation as a champion shoemaker is the overriding message that needs to be relayed through every online channel, with email marketing at the forefront. Therefore, rather than undermine the value of the brand through a sales-heavy tactic, Grenson’s email marketing strategy focuses 100% on brand quality, craftsmanship and customer care.

The road towards customer-first post-purchase automation

Grenson’s objective was to adopt email marketing automation without compromising its well-respected heritage status; this encouraged a conversation with the dotmailer team to talk through the options available to complement its communication strategy.

Having traditionally focused on newsletters, Grenson recognized the benefits of sending triggered messaging off the back of customer behaviors (i.e. an online purchase). According to Epsilon*, the standard ‘batch and blast mentality doesn’t help with relevance’, as it damages long-term engagement and runs the risk of churn. eMarketer* argues that data-driven automation is increasingly being adopted by brands as a consequence.

The RFM model (recency, frequency, monetary) is widely embraced by ecommerce retailers. This segmentation method allows brands to pool customers together based on their purchase behavior and spend, providing the perfect conditions for highly targeted email automation. What’s more, segmenting on this basis helps maximize the relevancy of the message which incentivizes the engagement of recipients. Examples include: ‘thank you for your purchase’, or ‘you’re an all-star customer!’.

In adopting the RFM methodology, it’s important to have the right technology set-up. Grenson takes advantage of the dotmailer and Magento integration; with the syncing of order data, the team can easily segment customers based on recent purchases (excluding in-progress orders and cancellations), and subsequently target the right people with a timely and relevant post-purchase email. With Grenson’s email and ecommerce platform talking to each other, the foundations were in place for its ecommerce team to explore email automation in depth.

Collaborative implementation

Collaborative implementation was the best option for Grenson to kickstart its automation journey. The team initially scoped the project with their dotmailer Account Manager and Digital Program Manager (DPM), during which the data framework, program structure, and campaign body were outlined. Upon completion of the scope the automation was built during a collaborative, face-to-face session, and then quality-tested and activated by dotmailer.

The value of the collaborative session for Grenson was twofold: being trained on how to build an automation program (i.e. understand the logic to build more in the future), and the deliverable of a tried-and-tested automation program, built by experts.

Throughout the project, the Account Manager and DPM provided strategic advice to the Grenson team on how to get the post-purchase approach just right. To avoid giving the impression of upselling, the method had to be soft, product-focused and with the spotlight on brand legacy.

Ashley Hubbard, eCommerce Manager at Grenson:

The automation workshop with dotmailer was a great process … it enabled us to talk to the team about our brand and customer experience desires. The team made sure that they knew our goals and key metrics on this task. At the end of our session, we had a clear plan for implementation.

The results

Sending a ‘thank you’ email after an online purchase is best practice and should emulate the customer service that is experienced in store. Customers also expect this to be the norm, and unsurprisingly are highly likely to engage with post-purchase emails. For instance, Grenson enjoyed an average open rate of 70% from this email program.

Grenson’s ‘thank you’ email

Within the campaign body itself, the customer is invited to learn more about how to look after their new shoes. This brings the focus back to the product itself, rather than pushing for another sale. This customer-care approach drives brand value and loyalty, both important objectives for Grenson.

Being able to build on informative brand stories rather than direct sales messages from an early stage in the customer relationship has been fantastic.

The email’s call-to-action draws the customer to a dotmailer survey to provide feedback on the shopping experience; the results have been great so far, with the response-to-click rate totalling 60%. This is an important aspect of the post-purchase journey for Grenson, as it provides valuable insight into customer satisfaction which can be used to further optimize the UX and service offering.

What’s next?

The focus for Grenson moving forward is to drive more personalized communications, with the aim of bringing the offline experience online. Data enrichment will play a key part in its email marketing strategy.

Having already implemented a welcome program, Grenson has incorporated a preference center to collect subscribers’ shoe sizes. Moving forward the team plans to use this data to segment and target customers – for example, a relevant and well-timed ‘your shoe size is now in stock!’ email can boost conversions significantly.

For more automation inspiration, visit our Customer Success portal or speak to your dotmailer Account Manager.

 

*Email Marketing Benchmarks 2016: Relevancy, Frequency, Deliverability and Mobility. Jillian Ryan, eMarketer | September 6, 2016. Contributors: Lauren Fisher, Corey McNair.

The post Leverage your brand heritage to power post-purchase automation: how Grenson got it right appeared first on The Marketing Automation Blog.

Reblogged 2 years ago from blog.dotmailer.com

From manual to automatic: how automation saved Minor Entertainment 50 hours’ admin time

When I ask clients why they’re not yet using marketing automation, the top reasons are either data gaps or a lack of available time/budget.

Minor Entertainment Ltd was one of those organizations who hadn’t yet realized the potential of marketing automation. The company specializes in spectacular family theater events, with its most famous being In the Night Garden Live which typically tours UK cities from May to August.

Before introducing marketing automation to its communications strategy, Minor Entertainment Ltd used to collect ticket information via a third-party data warehouse which offered a limited integration with dotmailer. The lack of integration meant that its marketing team were forced to manually send emails to ticket holders to let them know about the event, location and merchandising available, which was becoming extremely time consuming.

After an initial data assessment, we identified a way to improve the current custom integration so it’d provide the data we needed to build our marketing automation. We named the program the ‘Get Ready automation’ because the communications it delivers are aimed at prepping ticketholders about their upcoming show. Using dotmailer and the newly enabled flow of data, the program automatically triggers a series of personalized emails providing people with the right information at the right times.

What were the results?

The Get Ready program has resulted in huge efficiencies, reducing human error to zero. We’ve estimated that the company is now saving around 50 hours of admin time a year; not only a significant cost saving but it’s enabling the marketing team to focus on more fun and productive activities.

Jenni McNally, who’s the Marketing Manager at Minor Entertainment Ltd, commented on the results of the work: “We are delighted with our new automation program. It has saved us an enormous amount of admin time.”

How can I get marketing automation off the ground?

If you’re an extremely busy team, making time to save time is often the hardest part. Here are a few things to consider to help you on your journey to smarter marketing:

  1. Find the right tool: the program builder is available in every dotmailer account and it’s easy to use. Here’s a link to our automation videos to show you how to get started.
  2. Plan: if you’re super busy, draw up a priority list of automations and build them into long-term plan. Having a roadmap will help you to keep on track and avoid getting overwhelmed. As they say, a goal without a plan is just a wish!
  3. Improve: start simple and build up as you go. Build, measure, learn and repeat.

Here’s a list of automations to get your started:

  1. Welcome series: introduce new subscribers to your brand, with a series of emails that move prospects closer towards a purchase.
  2. Transactional programs: spice up functional transactional emails, like order confirmations, so they’re inspiring and better promote your brand.
  3. Post-purchase programs: build trust in your brand and help new customers get the most out of their product with helpful, relevant content.
  4. Abandoned cart program: rescue lost sales by reminding customers who’ve left items in their cart to come back and complete the purchase.
  5. Abandoned browse programs: use web behavioural tracking with automation to send follow-up emails with content based on what users have browsed.
  6. Product replenishment programs: remind customers to re-stock with automated emails when you have a good idea that their supplies are dwindling.
  7. Customer retention programs: from loyalty programs to brand-building content, you can automate emails that keep your brand front of mind.
  8. Recommendation and upsell programs: use customers’ past purchase and web browsing behaviour to automate product recommendation and upsell emails.
  9. Lost customer programs: reduce your attrition rate by using automated programs to send incentives to buy again or capture why they left.
  10. Date-driven programs: use the valuable data you have to get in touch during different times of the year, such as ‘happy birthday’ emails.

Get your free copy of our ‘Making time to save time’ guide which’ll put you on the path to marketing automation:

Should you need any help to create your automation roadmap or in getting your programs set up, please don’t hesitate to reach out to your Account Manager. We offer Automation Kickstarters, custom integrations and collaborative implementation workshops.

The post From manual to automatic: how automation saved Minor Entertainment 50 hours’ admin time appeared first on The Marketing Automation Blog.

Reblogged 2 years ago from blog.dotmailer.com

Marketing automation just got a little bit sweeter

Let’s start with those of you who are timid towards marketing automation because, frankly, you are missing out.

Free automation templates to start you on your journey

Automation not only gives you time back (cue cuppa time), it waves goodbye to the ancient ‘spray and pray’ approach your contacts loathe.

Don’t believe us? In the DMA’s 2016 Consumer Email Tracker report, 68% of consumers ‘agreed’ or ‘strongly agreed’ with the statement ‘Most of the marketing emails I receive include no information of offers that are of interest to me’. You don’t want to be tarred with the same brush, do you?

On our crusade to empower marketers, we’re now offering three free automation templates to get you on the path to smarter more relevant communications:

  • The welcome program – say hi to new contacts and give them the lowdown on your brand with an automated welcome email that gets delivered on sign-up
  • The birthday program – wish your customers well by automating celebratory emails on their day of birth or birthday month
  • The re-engagement program – automatically win back wavering customers with a killer campaign that rekindles the love

 

Free automation templates available in your dotmailer account

Psst! Our free ‘Navigating the 5 stages of marketing automation’ guide is also jam-packed full of inspo.

We’ve doubled the number automations you can create in your account

To some, 25 automated campaigns might sound like a lot – but there were some customers who were crying out for the ability to produce more programs. And we’re all about empowering marketers, not hindering them.

All of our customers now have free rein to create up to 50 automations in their dotmailer accounts. You might be thinking “Woah, that’s a lot of dragging and dropping!” So, to make that part easier, we’ve made it possible to copy your program nodes meaning you won’t need to keep rebuilding those complex decisions.

And it doesn’t end there…

If you’ve logged in recently, you may have noticed that things look a little different – and you’d be right. Our product team have been working tirelessly to bring you a new ‘elastic’ UI which makes it quicker, easier and more fluid to create campaigns and navigate the platform.

The Segment Builder’s got speedier, too, which makes it faster to generate key groups of contacts to target.

All in all, dotmailer’s slicker all around and these are just a few of the new improvements we’ve put in place. Watch the release video below or read all about it on the 17three page.

dotmailer 17three from dotmailer on Vimeo.

The post Marketing automation just got a little bit sweeter appeared first on The Email Marketing Blog.

Reblogged 2 years ago from blog.dotmailer.com

The welcome program: the first step towards data-driven email marketing automation

However, given the sheer quantity of data brands are leveraging, automation programs are becoming necessary to win the email marketing game. Consumers’ expectations are rising, and highly personalised, 1:1 communications are becoming the norm among brands who wish to establish and maintain a good relationship with their customers.

Fret not, however!

Automation doesn’t have to feel like jumping into the deep end — we all start learning how to swim with a little paddle. A welcome email introduces your brand to new subscribers and sets their expectations with regard to your email marketing; this is a great place to test the automation waters.

As a customer, I want a timely response to my sign-up and more information on what I’m going to receive. It’s also worth noting that – according to Big Commerce – 75% of email subscribers expect a welcome email after joining a mailing list. This positive first impression helps a customer maintain their interest and trust in your brand; both of which are crucial for your sending reputation and deliverability.

Nevertheless, according to a 2017 Econsultancy survey on UK & U.S. marketers, only 44% sent welcome emails, despite them delivering higher open, click and conversion rates than ordinary promotional emails (Big Commerce**). Brands are subsequently losing revenue by not implementing a welcome series.

Equally, a welcome program is a great opportunity for brands to drive engagement and get to know their customers. It’s like the beginning of any relationship, whether it’s a colleague, a friend, or a partner: when we meet people, we want to find out more about them so we can understand their interests and eventually nurture a mutually beneficial relationship. Enriching your customer insight during a welcome series will help you to build a data foundation to leverage, ultimately driving lifetime value.

Here’s an example of a three-part welcome program that can help you to boost your brand at the beginning of the relationship.

3-stage welcome program with a preference center

  1. Online sign-up

It’s important to keep the sign-up simple (e.g. via a pop-up) to drive organic data acquisition. Save the preference center for the welcome series, as asking for too much information at this early stage can increase the drop-off rate.

  1. WELCOME 1 – Thanks for signing up!

This email should be sent within a few minutes of the sign-up, and include brand visuals so that the subscriber recognises who it’s from and what it’s about. It’s also important to incorporate a double opt-in link so that the email account can be verified.

  1. WELCOME 2 – We’d like to get to know you 😊

In this email, it’s key to engage the subscriber and incentivise them to do something. My advice would be to invite them to complete a preference center, allowing them to dictate their own email journey. This stimulates interest, builds trust, enriches your data and ultimately helps you create a profile of your subscribers. Off the back of subscribers’ responses, you can put them into segments and opt them into different programs for targeting purposes.

  1. WELCOME 3 – Thanks for updating your preferences!

This is the reward bit. For those who haven’t update their preferences, I would send them a reminder to do so. For those who have, say ‘thank you’ and let them know what emails you’re going to send them (this can be done using dynamic content). In terms of reward, this could be anything: a complementary product, free delivery, money off their first purchase, some downloadable content etc.; it totally depends on your business and what’s important.

Remember: you scratch my back, I’ll scratch yours.

According to Digital Commerce 360, retailers that generate the most revenue from new subscribers typically send three welcome emails, incorporating a discount within the series. Although discounts are not always advisable (as they can devalue the brand), you should always offer some sort of reward off the back of the subscriber fulfilling an action.

Nowadays, a welcome program is an essential component of your email marketing strategy. If you’re not doing one, you should be! Driving brand value and customer engagement from the off will pay dividends. Remember, a first impression goes a long way!

The post The welcome program: the first step towards data-driven email marketing automation appeared first on The Email Marketing Blog.

Reblogged 2 years ago from blog.dotmailer.com

5 ecommerce automation programs that make email an essential marketing channel for retailers

Customer relationships are like any relationship – you need to put in the effort to make them work.  After the initial excitement of meeting, it’s important to keep letting them know you care and are there for them.

This is tricky enough in a 1 to 1 relationship.  When you, a retailer, have hundreds, thousands or possibly even millions of relationships to maintain, it’s impossible to do so manually, so use the tools available to you to take out the heavy lifting without letting engagement suffer.

Luckily, using customer data – their actions or inaction – you can send messages to your base tailored to where they are in their relationship with you, not where you are in your marketing plan.

Event triggered marketing and automation is highly effective way of keeping the love alive, while saving you time and money that you can reinvest in moving your business forward.

Here are 5 simple programs that will help your relationship tick over…

Thank you for subscribing

The first email any retailer should send their customers is, very simply, a thank you.

We’ve all seen stories and statistics on inbox overcrowding, so, if a customer has given you their email address you should recognize this is a privilege and thank them at the point of sign up.

You can extend this ‘thank you’ and send a short, automated welcome series, and use this opportunity to get to know each other better.  Retailers can use this opportunity to educate your new subscriber on the full range of your products, and in turn, invite your customer to provide further data and preferences on your site.

Automated Thank you or Welcome programs, when used effectively, help build brand engagement, trust and set expectations for a positive buyer seller relationship from the start.

Abandon cart

The people over at the Baymard Institute have compiled a survey review of the various reports available on online shopping behavior, and have concluded the average number of people abandoning their shopping cart is just over 69%.  This is a huge amount of potential lost revenue.

Reasons for customers abandoning vary.  They need either more time, more money, or more option to compare so make sure to send a timely reminder that you’re still there when they’re ready to purchase.

Depending on your product, the consideration cycle will range from 30 minutes to 30 days.  Use the insight you have available to target customers with an automated reminder message before they’re enticed away by your competitors. Around 63% of baskets are recoverable – find out more here.

New Information

If, like most retailers, you want optimum brand engagement through having your customers to engage with you across several online avenues then, there should be channel specific benefits to them doing so.

The same is true with email, and retailers can effectively make their beloved customers feel they are getting value from subscribing by automating worthwhile information for them.

Providing that you can get the product feeds into your email platform, you can send customers notifications on new stock, price drops or reviews to keep them engaged during the sale cycle.  Keeping them up to date on what matters most to them is a great way to show you that you really care.

It’s your birthday

As with any good relationship you’re trying to nurture, anniversaries are important.

You can choose what anniversary you want to acknowledge based on what makes sense for your business – sign up date, purchase date (high ticket items),or a customer’s actual birthday.  Using the date provided you can send a short personalized message to commemorate the date and given them a voucher, upgrade or other incentive you see fit.

This personalized touch of surprise and delight creates a deeper relationship and is a quick win to keeping your customers happy.

We miss you

If it looks like your customer is losing interest, you don’t have to let them walk away.

Convincing them to stay is easier when they’re still with you than once they’ve unsubscribed.  If a loyal customer has stopped buying from you then treat this like anyone else you’re trying to win over.  Make the effort to get in touch, help them feel special, remind them why you’re good for them, and if needs be, maybe give them a little incentive to come back to you.

Done well, the act of recognizing the relationship isn’t what it was will reignite the feeling that were once there, and if not, then, you tried and you know it’s over.

 

The Golden rule is that if you’ve got the data, you can automate the message. Start simple and scale, it’ll make all the difference to your relationships.

The post 5 ecommerce automation programs that make email an essential marketing channel for retailers appeared first on The Email Marketing Blog.

Reblogged 2 years ago from blog.dotmailer.com