1. Upgrade Your Email Marketing Using Marketing Automation
Veer Bothra Chief Innovation Officer
Netcore Solutions
Avadhoot Revankar
Head – Marketing Technologist Group
Netcore Solutions
@veer
@avadhoot1
copyright Netcore Solutions: For Internal Circulation Only

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3. SEGMENTED +TRIGGERED MAILS
CROSS CHANNEL
MARKETING
AUTOMATION
SEGMENTED +TRIGGERED MAILS
BATCH & BLAST
OPTIN ING
UNSOLICITED MAILING
EVOLUTION OF MARKETING

5. Why Do Brands Need To Evolve?
Rapid evolution of your customers
ROI soon would become stagnant & over a period of time decline
Inbox delivery is based on engagement
Increasing struggle for inbox attention by more brands

6. Rise Of Marketing Automation
… software that helps marketers to streamline digital communication, automate repetitive marketing tasks and deliver relevant and personalised customer experience.
ACQUIRE
… the ability to target cross-channel communications with automated triggered workflows.
ENGAGE
RETAIN
It helps to...
MAXIMISE

7. 3 Key Things For Marketers’ Evolution
Making Use of Available Data – Talk Relevant
Creating Positive Touch Points during Customer Journey
Sync up other Channels with (Cross Channel Communications)

8. 1 Making Use Of All The Available Data – Talk Relevant
You always think You are doing it right

9. LEVERAGING VALUABLE CUSTOMER DATA

10. 20% 80% Only small % of the Surface Data is utilized
The remaining % is often overlooked by brands

11. 20% 80% Demographics Data Email Activity Data
(Gender, Age, Location, Income etc.)
Activity Data
(Active in last 90 days, Clicked in last 180 days etc.)
Transaction History of Customers
20%
Real Time Open & Click Data
Website Activity Data
Day & Time Preferences of Users
Device & OS Data
80%

12. Regular email campaign sent
Making The Most Out Of The Data For Regular Campaigns
Day 1
Regular campaign sent
User behaviour
Day 2
Re-targeting with similar product offerings & possibly higher discounts + highlighting other USP’s.
Opened (Not Clicked)
Send out an Urgency based on product clicked/browsed
Clicked & Not Transacted
Try & Target this user at a different time slot with different emotions in the Subject Line
Not Opened

13. 2 Creating Positive Touch Points During Customer Journey
Making the Most out of Data for your Triggered s

14. Creating Positive Touch Points During Customer Journey
Customer signs up
Checks products on your website
Product out of stock
Change in account
Adds products to cart
Makes a purchase
Welcome
series
Website browser abandonment
Item in
stock
Account changes notification
Cart
abandonment
Transaction
CUSTOMER JOURNEY
Product
reorder
Change in behavior
Post purchase s
Post purchase s
Post purchase s
Order is
shipped
Order replenishment
Engagement campaign
Feedback of
service
Review of product purchased
Similar product recommendation
Shipment delivery status

15. Creating Positive Touch Points during Customer Journey
Customer signs up
Checks products on your website
Product out of stock
Change in account
Adds products to cart
Makes a purchase
Welcome
series
Website browser abandonment
Item in
stock
Account changes notification
Cart
abandonment
Transaction
CUSTOMER JOURNEY
These are s that most brands send
Product
reorder
Change in behavior
Post purchase s
Post purchase s
Post purchase s
Order is
shipped
Order replenishment
Engagement campaign
Feedback of
service
Review of product purchased
Similar product recommendation
Shipment delivery status

16. But Are We Doing Enough?

17. 1 Anniversary With Brand
All brands as on today have registration date of their users but only 20% of marketers make use of this data
(Source – marketingprofs)
‘Anniversary with brand’ is highly exclusive occasion to users thus creating higher engagement.

18. 2 20th Transaction Completed With Brand
‘Celebrating Milestones’ acknowledges the user’s loyalty with the brand.
We can also show how user has progressed in the journey till now with every Milestone they achieve with brand.

19. 3 Membership Up gradation
Users would be really interested to try out new benefits that he/she avails from up-gradation thus gives brand a good opportunity to up sell
‘Anniversary with brand’ is highly exclusive occasion to users thus creating higher engagement.

20. 4
Replenishment Mail
Such communication has also been helpful in getting recurring transactions from users.
It also acts as a reminder for a user to refill their replenished product so it can lead to good advocacy of brand’s service.

21. 3 Sync Up Other Channels With Email
Centralized Cross Channel Communications

22. Technology has changed…
So have your Customers…….!
Businesses that employ a consistent cross-channel marketing strategy enjoy a 14.6% year-over-year increase in annual revenue(Ref – Idc.com)
Omni-channel customers have a 30% higher Customer Lifetime value (Ref- Econsultancy)
Cross channel marketing plays a key role in improving retention & enhancing advocacy (Ref- Econsultancy)

23. AUTOMATION WORKFLOW THE Contact exists in the list
Check if Contact has ID
1. Savings & investments
2. Protection Plan - Unmarried
AUTOMATION
3. Protection Plan – Married
4. Annuity plan
Check for category
5. Child plan
WORKFLOW
6. Retirement plan
7. Health plan
Send on next product customer likely to buy
People who purchased Retirement plan are likely to buy Protection plan - Married
Check opened
Assign Lead Scoring
10 days
1: Click on video link
2: Missed call given
Send OBD Call based on predicted category
3: Goes to landing page to fill form
4: Fills form

24. AUTOMATION WORKFLOW THE
Contact exists in the list
THE
Check if Contact has ID
1. Savings & investments
2. Protection Plan - Unmarried
AUTOMATION
3. Protection Plan – Married
4. Annuity plan
WORKFLOW
Check for category
5. Child plan
6. Retirement plan
Let’s see what happens when we don’t have the Contact’s ID
7. Health plan
Send on next product customer likely to buy
People who purchased Retirement plan are likely to buy Protection plan - Married
Check if Contact has mobile #
Check opened
END
Assign Lead Scoring
10 days
1: Click on video link
2: Missed call given
Send OBD Call based on predicted category
3: Goes to landing page to fill form
4: Fills form

25. AUTOMATION WORKFLOW THE Rank Lead Score = 4 1 day
Check
if OBD call
duration > 15 secs
+ key press
THE
Rank Lead Score = 4
AUTOMATION
1 day
WORKFLOW
Send SMS of predicted category product with CTA Link
Check if SMS Link clicked
END
Assign Lead Scoring
1: Click on CTA link
2: Missed call given
3: Goes to landing page to fill form
4: Fills form

26. Some Triggers That We Can Look At Doing!
User who did not open your mail for past 90 days
Send Push notification
Check if Delivered
Yes No
“Hey we see that you have been missing out on our offers through mails so we thought of making it up with you here. Please visit us on
Check if clicked
Check if clicked No
Yes No
Yes
Reminder Push notification
Reminder SMS

27. Few More Cross Channel Automations…
For offline retailers, they can send discount coupon code via SMS when user opens our
Send relevant app download link as per OS post we identify it when the user opens our mail

28. Key Takeaways
Data Driven Personalization: Personalize your communications with all the data points left behind by the customer
Building Relevant touch points during the entire Customer Lifecycle
Make the person feel special & Important across the entire Journey
Centralizing Communication Channels & Syncing it up with
Saving Productive Man Hours by Automating Repetitive Process using Cross Channel Marketing Automation
71% of the brands und

29. & Q A

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