© 2013 Marketo, Inc. Marketo Proprietary and Confidential
4 Reasons to
Automate Your Email
Marketing Campaigns
DJ Waldow
October 28, 2013
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
DJ Waldow (@djwaldow)
• Bronto. Blue Sky Factory. Waldow Social.
• Marketo – Digital Marketing Evangelist
• 8th grade
• The Rebel’s Guide to Email Marketing
• The Definitive Guide to Engaging Email Marketing.
• “Best practices are those that are best for YOUR audience.”
• Lover of beer, coffee, and people.
• #GOBLUE
• Eva, Cal, K-Dawg
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Answers.
Yes
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Answers.
Yes
Yes
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Answers.
Yes
Yes
#automate
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Answers.
Yes
Yes
#automate
@marketo / @djwaldow
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Over the next ~39 minutes …
• Why Automate?• 4 Campaigns You SHOULD Be
Automating• Answers to ALL of your questions!
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Why Automate?
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Tactics to Increase Email Engagement
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Tactics to Increase Email Engagement
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Source: Smart Insights
Triggered Emails Perform Better!
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Source: Smart Insights
Triggered Emails Perform Better!BAU = Business As Usual
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
The Old WayTriggered
EngagementLift
Open % 21.7% Open % 34.0% 57%
Click to Open %
23.4%Click to Open %
37.1% 59%
Click % 5.1% Click % 12.6% 147%
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
CHANGE THE
CONVERSATION
based on a trigger
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
5x higher
open ratesSource: Experian
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
4x higher
click ratesSource: Experian
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
10x higher
revenueSource: Experian
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Welcome To The
Upworthiest. Turn On
Your Images And
Buckle Your Seatbelt
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
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Welcome to Club Orchard!
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Register your Club Orchard account now and
receive a $5 off $25 coupon
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Wel
com
e Se
ries
New
Cu
stom
er
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
CHANGE THE
CONVERSATION
based on a trigger
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
CHANGE THE
CONVERSATION
based on a trigger
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Set up once.
Create open/buy habit early.
Learn valuable information about
new customer.
Make more money (!)
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Remail
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Resending an email to
a group of people who
have (or have not)
take some action
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
“Remailing is like
printing money.”-A Bronto client
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Just for you. Save 15% on your entire order.
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Last Chance! Save 15% on your entire order.
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Tees from $15: ends today (10:20 AM PT)
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Hours left to save! (3:34 PM PT)
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Low Effort
High Return
Easily Repeatable
Lights Out
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Post-purchase
transactional email
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Generally see
higher open and
click-through rates.
BUT …
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
INSTEAD …
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Your SkyMall Order Confirmation +Special Offer
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Your SkyMall Order Confirmation +Special Offer
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Your SkyMall Order Confirmation +Special Offer
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Post
-Pu
rch
ase
Seri
esPo
st-Review
Series
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Highly personalized.
Continue to engage.
Get reviews. Upsell/Cross-
sell. Etc.
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Automate Your
Metrics
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Engagement dashboard
provides instant insight into
nurturing effectiveness
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
See how a program, Smart
Stream, or individual content
is engaging prospects and/or
customers over time
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Spot a trend
1
Highly actionable metrics
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Spot a trend
1
Highly actionable metrics
Target low
performers
2
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Spot a trend
1
Highly actionable metrics
Target low
performers
2
Remove, or edit
low performers
3
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Spot a trend
1
Highly actionable metrics
Target low
performers
2
Remove, or edit
low performers
3
Reverse the trend
4
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Know exactly when you’ll run
out of content – so you can
keep the conversation going.
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Don’t guess …
TEST!
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
DJ Waldow@djwaldow
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