Want to get the most out of your email and marketing automation campaigns? Check out this presentation from GetResponse webinar. Michal Leszczynski and Irek Klimczak from the Content Marketing Team discuss the top tips and insights from the Email Marketing and Marketing Automation Excellence 2018 Report. Access the full report and video recording here – https://www.getresponse.com/resources
Email marketing excellence 2018 top tips and insights
1.
2. Plan for today
• Everything’s recorded and you’ll receive
the video file via email early next week
• Webinar will take around 45 minutes + Q&A
• We’re available via chat so feel free to ask us
questions :-)
3. Few words
about
the report
Surveyed 585 marketers from 181 countries, across 19
industries in January 2018
• The group:
• business-owners (30%)
• senior executives (15%)
• digital marketing managers (13%)
4. Few words
about
the report
Surveyed 585 marketers from 181 countries, across 19
industries in January 2018
• Their target audience:
• B2C (44%)
• B2B (19%)
• Both B2B and B2C (37%)
5. Who’s the report for?
Digital marketing managers will learn how email and marketing automation compare to
other channels. This should help start in-depth discussions about the need for an
integrated online marketing strategy.
Email marketing and automation specialists will learn which techniques will get them the
highest results, including high-opportunity areas that aren’t fully used by most businesses.
6. Top Tips
and Insights
What others are or aren’t,
and what you could be doing
to outpace your competitors.
7. 1. Top Digital Marketing Channels
Email is the top digital marketing channel
in terms of effectiveness
Followed by social media marketing, SEO,
and content marketing
8. The budgets
This is also reflected in the future budget
plans for email marketing
Social PPC is the second most popular
channel
11. What you can do
Rather than developing a strategy for each
individual channel…
Take an integrated approach to lifecycle
marketing strategy across all your
channels.
So you can better engage your audience –
and meet your business objectives along the
way.
Source: Smart Insights
12. 2. Evaluation and Tracking
Only 63% of marketers track opens and
clicks for each send and 28% don’t currently
have any metrics they focus on
13. What you
can do
1. Integrate your email system with your website to track
actions beyond the click
2. Focus on the right metrics – opens vs. leads generated,
sales revenue per segment, etc.
14. Document everything
1. Use Google Campaign Builder – https://ga-dev-tools.appspot.com/campaign-url-builder/
2. Track your links – e.g. using a spreadsheet marking where the link’s directing, what type of content it is,
what stage of the funnel it’s designed for, what you’re trying to achieve with it
3. Develop a tagging and scoring plan
16. Popular segmentation methods
1. Demographics (gender, age, location)
2. Time from signup (first 30 days, 30-90, 90+)
3. Channel they originally came from
4. Customers vs. leads
5. First-time buyers vs. Frequent-buyers
6. Premium vs. standard
7. Product category they purchased
8. Average order value
9. Frequency of purchases
10. …
20. 4. Testing & Optimization
60% don’t proactively test their email
campaigns
Only 11% have a program of continuous
tests
21. 5. Marketing Automation
Opportunities
64% use email automation to run
onboarding and welcome email
campaigns
More advanced techniques are used
only by around 20% of marketers
23. • Educate yourself and your team
• Test new approaches and document the results
• Go beyond the simple welcome email campaigns and automate the communication
throughout the customer lifecycle
What to do
44. 3. A quick optimization plan
1. Map out your customer journey
45. 3. A quick optimization plan
1. Map out your customer journey
2. Check if you communicate with your audience
at the right touch points
46. 3. A quick optimization plan
1. Map out your customer journey
2. Check if you communicate with your audience
at the right touch points
3. Use marketing automation to:
- plan and improve existing communication
- integrate your marketing with website activity
47. 3. A quick optimization plan
1. Map out your customer journey
2. Check if you communicate with your audience
at the right touch points
3. Use marketing automation to:
- plan and improve existing communication
- integrate your marketing with website activity
4. Plan how to use tags and scoring
48. Time for some Q&A…
in the meantime, don’t forget to visit
GetResponse.com/resources