Plan

• Plan your customer journey

• Think about:– Scenarios

– Timings

– Decision points

– Messaging

– Call to Actions

Implement your flow within the Program flow

EmailReceives automated welcome email

Email more about us

EmailSend preference centre sign up for

brand targeted email

PreferencesYes / No

2 days 7 days Yes

Track 1

Track 2

Email1. Offer an incentive to

Purchase

Wait 3 weeks

Email2. Offer an incentive to

purchase

Wait 4 weeks

Email6. Final incentive to

purchase offer

Wait 4 weeksEXIT

Email3. Offer an incentive to

purchase

Wait 4 weeks

Email4. Offer an incentive to

purchase

Wait 4 weeks

Email5. Offer an incentive to

purchase

Wait 4 weeks

No‘Move to Track’

Not completed PC in last 4 weeks

• Company: National tourism agency for Scotland

• Industry: Travel

• Audience: All ages

• Challenge: Attract more visitors to Scotland

• Goal: Get people to sign up to their e-newsletter and advertise this region

2

Use Case: Visit Scotland

The solution:

• Improve the welcome experience

• Encourage contacts to engage with their website

and social media

3

4

Tip: From one mailing to a series of emails

Visit Scotland

Manual Sends – 23,5%

Automated Sends – 44,8%

Can be built in New Programs

• Company: Performing Arts Centre in London

• Industry: Entertainment

• Audience: All ages from the UK or abroad

• Challenge: Generic email strategy

• Goal: Send more targeted communication

5

Use Case: Barbican

The solution:

• Capture contacts’ preferences

• Improve the Barbican experience from the very first

mailing

• Advertise the most relevant events to their contacts

6

7

Multiple Tracks vs. Dynamic Content

Can be built in New Programs

Using Multi-Path Decisions instead

of Move to Track

8

Use decision points based on behaviors between each step

• Company: Energy company selling gas and electricity

• Industry: Retail

• Audience: Homes and businesses

• Challenge: Multiple changes in product offering

• Goal: Automate communication to provide personalized information on existing

products at the right time

9

Use Case: EDF Energy

The solution:

• Use of API to feed data into contact database and

add contacts to program

• Use Personalization and Dynamic Content to feed

content in mailings

10

Can be built in New Programs

11

Tip: Use API to bring data in and add contacts to a program

© 2015 International Business Machines Corporation

#amplify15

• Company: Travel agency part of Thomas Cook group

• Industry: Travel

• Audience: Adults and Families – all ages

• Challenge: Bookings are declining

• Goal: Convert cart abandonment into purchases

12

Use Case: Neilson Holidays

The solution:

• Give the option to their customers to have an email

sent to their inbox with the summary of their booking

they started on the website

13

14

15

Hero Image +

Main Text

Holiday

Summary

+ link to continue

booking

Tip: Use personalization and automation to improve customer experience

Open Rate: 69.3%CTR: 29.3%

• Company: Subscription-free satellite television service

• Industry: Retail / Entertainment

• Audience: All ages

• Challenge: Little insight into their customers

• Goal: Build a strong relationship with their customers

16

Birthday Use Case: Freesat

The solution:

• Capture data

• Automate campaigns such as welcome, birthday, …

17

Open Rate: 27%CTR: 6.81%

Open Rate: 41%CTR: 0.85%

67% completion rate

Subject line: Fancy a slice of cake? Subject line: A birthday treat from Freesat

Tip: Capture data and use it as trigger event

Can be built in New Programs

#amplify15© 2015 International Business Machines Corporation

Re-engagement Automation

18

• Company: UK’s second largest airport and most efficient single-runway airport

in the world

• Industry: Travel

• Audience: All travelers

• Challenge: Increase of inactive contacts

• Goal: Re-engage inactive subscribers and improve deliverability

19

Use Case: London Gatwick Airport

The solution:

• Taking the inactive contacts through a re-engagement

series

• Flag inactive subscribers in the database

Tip: Use Update Profile to mark contacts “Inactive” making them easy to query off and more.