1. @adestra adestra.com Driving email marketing success through automation

2. @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 goals. @DaniAtAdestra

3. @adestra adestra.com Est. 2004 Oxford, London, Dallas 8000+ Users 500+ Clients adestra.com

4. @adestra adestra.com Trusted by

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

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

7. @adestra adestra.com Creating your email automation strategy Page 7

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

9. @adestra adestra.com Page 9

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

11. @adestra adestra.com …it’s a numbers game Page 11 1-3% convert £ Thrown back for re-acquisition. 97- 99% ignored …or annoyed

12. @adestra adestra.com

15. 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

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

17. @adestra adestra.com Nurture programs

18. @adestra adestra.com

21. 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

22. @adestra adestra.com Abandoned Form

23. @adestra adestra.com

24. Engagement

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

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

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

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

29. @adestra adestra.com Re-engagement

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

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

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

33. @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!

34. @adestra adestra.com Thank you @adestra adestra.com