1. Marketing Automation Eugene Flynn
@eugeneflynn

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

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

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

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

6. 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.

7. 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.

8. 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

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

10. 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.

11. 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.

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

13. 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

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

15. Reactivation Example

16. Reactivation Example

17. Reactivation Example

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

19. Open Space
Let’s explore a welcome series

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

21. Step by Step Select your segment (new email subscribers)
Establish first point of contact ( )
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

22. 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

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

24. Related Sessions 12.30 - Introducing Marketing Automation (Practical)
3.35 – Ted Fickes The world needs you to create amazing s. 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?

25. Thank You @eugenflynn eugeneflynn@54degrees.com
Free Consultation: