Marketing Automation Eugene Flynn @eugeneflynn eugeneflynn@54degrees.com

What is it? Allows you to automate an entire campaign plan from beginning to end Typically consists of emails and landing pages May also include SMS and Social integration

Personalised Email What we’re used to .... Typical email campaigns speak to everyone in the same way regardless of how they interact or engage. First name, Location, Segment based on interest

Automated Marketing Automated marketing allows you to tailor the users experience based on their interaction and engagement over a period of time.

Automated Segments For example, a new email subscriber Clicks on a link about legacy giving, Receive custom email with prompt for a phone number Clicks to express interest in a fundraising event. Receive email series on how to set up their own fundraising page

Automated End Automate an end to series based on action taken For example.... During a welcome series a lead decides to take action on a campaign. They stop receiving the welcome series.

Workflow Switch Automated workflow switch based on action taken For example.... During a welcome series a lead decides to take action on a campaign. They move to a workflow designed to convert an activist to donor. A lead makes a monthly donation, they are moved to a donor retention workflow.

Multi-Channel Trigger an email if a user tweets your #hashtag Send SMS reminder if user signs up to call their MP Trigger an automated Facebook messenger chat sequence if someone clicks a button on your landing page

Familiar User Scenarios Abandoned forms Welcome series Reactivating lapsed emails, activists, donors Nurturing activists to donors New donor series (convert to regular donor) Regular donor series (retention)

Beware... Automating your marketing will make an excellent system easier to manage and deliver superior results. If you have a bad strategy in the first place, it will simply amplify how bad it is. It is not going to make it better.

Before you start It takes an investment to set this up. Are you ready? Do you have sufficient traffic? Are you generating significant amount of new leads? Are you overwhelmed by new leads? This is where you can scale at a pace and volume you couldn’t do manually.

Where to start? Do you have a steadily performing email series you could automate right now? If not. Start with what you know best.

Reactivation Example 11,000 inactive emails 18 months since they engaged No information on exactly when they joined Knew they signed up through a campaign action

Simple 3 email series First email Have we made a mistake? .... Was it something we said? Reminder, did you receive my last email? RE: Have we made a mistake? Final email reminder The last email I’ll send?

Reactivation Example

Reactivation Example

Reactivation Example

Reactivation Example Email 1 - Wait 5 days Click “not interested” links = End Click = “others” = Move to campaign launch workflow Did not click = Email 2 Email 2 - Repeat sequence above Did not click = Email 3 Email 3 - Repeat sequence above Did not click = Remove from database Result - 27% Reactivation

Open Space Let’s explore a welcome series

Task Welcome series emails Define Objective & Desired outcome Assume & state a single lead capture point Outline 3-5 Emails Outline 3-5 Landing Pages

Step by Step Select your segment (new email subscribers) Establish first point of contact (Email) Define action or conversion Define the wait period Decision point based on user interaction (open/click/action) Repeat steps 3 & 4 until journey ends or joins another workflow

Step by Step Email / Text / Social Sent to all or part of group Pause Number of days before a decision point is reached Decision Point Where new segments are created Jump Point Moving a constituent to another workflow Journey End The end of a workflow for a constituent

What did you discover during your group session? Feeback What did you discover during your group session?

Related Sessions 12.30 - Introducing Marketing Automation (Practical) 3.35 – Ted Fickes The world needs you to create amazing emails. Here's how Wednesday 12.30 – Eugene Flynn A winning framework for integrating advocacy and fundraising? 3.35 – Dan Szymczak Marketing Automation: how will YOU use it?

Thank You @eugenflynn eugeneflynn@54degrees.com Free Consultation: https://calendly.com/eugeneflynn