@adestra adestra.com Driving marketing success through automation.

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Presentation transcript:

@adestra adestra.com Driving marketing success through automation

@adestra adestra.com Dani has over 10 years’ experience working in digital marketing both client and agency side. As Customer Success Manager at Adestra, Dani is obsessed with helping clients leverage the MessageFocus platform to meet and exceed their marketing

@adestra adestra.com Est Oxford, London, Dallas Users 500+ Clients adestra.com

@adestra adestra.com Trusted by

@adestra adestra.com What is Automation? Complex Multi-Stage Complex Single Customer View Lead Scoring Cross- Channel Programmatic

@adestra adestra.com B2C marketers who are using automation have seen conversion rates as high as 50%. Source: eMarketer “ Marketing Benchmarks” (2013)

@adestra adestra.com Creating your automation strategy Page 7

@adestra adestra.com What you need to get started Page 8 An service provider that supports: triggered messages automated tasks robust analytics.

@adestra adestra.com Page 9

@adestra adestra.com Campaign-Centric Approach Page 10 Got an event to promote Put in the calendar Design a campaign Send it out

@adestra adestra.com …it’s a numbers game Page % convert £ Thrown back for re-acquisition % ignored …or annoyed

@adestra adestra.com

1.Create a profile 2.Design an experience 3.Communicate with them in a relevant and timely way 1.Come up with an offer 2.Design a campaign 3.Send it to everyone Campaign-FirstCustomer-First

@adestra adestra.com Engagement Convert Re-activate Re-engage Re-permission Capture and permission Relationship £ Prospect delegate nurture Sponsor nurture Cross-sell Pre-show welcome program Between show engagement Post-show follow up Acquire

@adestra adestra.com Nurture programs

@adestra adestra.com

Subject Countdown to the Summer 2014 Mens Fashion Show Subject Live from Milan today: Summer 2014 Mens Fashion Show Subject All the details of the Summer 2014 Mens Fashion Show

@adestra adestra.com Abandoned Form

@adestra adestra.com

Engagement

@adestra adestra.com Pre-Event Subject line: Your visit to Richard Diebenkorn Open Rate: 81% Click to Opens: 31%

@adestra adestra.com Post-Event Subject line: Thank you for visiting Summer Exhibition 2015 Open Rate: 60% Click to Opens: 26%

@adestra adestra.com Stay Connected Help us shape the future of BIM Show Live Open Rate: 35% CTOR: 55% Open Rate: 31% CTOR: 19%

@adestra adestra.com Post-Event Program (BIM Show Live)

@adestra adestra.com Re-engagement

@adestra adestra.com Increased size of active database by 15% Boosted advertising revenue by 29%

@adestra adestra.com Subject line: Let us know your thoughts... Open: 25% 66% of total clicks on the survey link

@adestra adestra.com Let’s get started Page 32

@adestra adestra.com Automation Top Tips Know what your internal capabilities are Technology available Team capacity and skills Set objectives Think about governance Evergreen content Staged approach – get it live!

@adestra adestra.com Thank adestra.com