Published on March 13, 2014
EMAIL MARKETING AUTOMATION PURE E-MAIL MARKETING The new way of email marketing. Behavioral targeting and marketing automation- THE LEVERAGE FOR YOUR SALES
Graduated from Faculty of Economics, Poznan University of Economics. For more than three years involved with the IT industry and online marketing. Her active collaboration with the University of Seville in promotional and research activities in 2008/2009 was awarded by the Department of Communication. She is passionate about foreign languages, Spain and Latin America. Inspired by out- of-the-box books and passionate people. The daily power to acting derives from cycling and climbing. „The new way of email marketing. Behavioral targeting and marketing automation, the leverage for your sales.” by Ewelina Koch ABOUT ME
IN 2013 IN POLAND THERE WERE 23 MLN OF THE INTERNET USERS Source: http://www.radicati.com/wp/wp-content/uploads/2011/05/Email-Statistics-Report-2011-2015-Executive-Summary.pdf
BECAUSE IT IS ALIVE & WELL
SPECIAL QUESTION! WHEN WAS THE FIRST CIVIL E MAIL SENT? # 1971 # 1974 Source: wikipedia.org
55%OF THE COMPANIES DECLARE THE INCREASE OF THE EXPENSES ON THE EMAIL MARKETING IN 2013 Source: Stron Mail Trend Survey 2013
Source: Direct Marketing Assocciation Email Tracker Report 2012
WHY IS IT SO POPULAR?
BECAUSE EMAIL SELLS!
Source: iContact Infographic – Email Marketing is Allive and Well 71% 9% 13%of adult internet users buy products online of total retail sale in the U.S. is made online of holiday shoppers list email newsletters as their favourite source of locating deals
HOW TO ACHIEVE 40$REVENUE 1$SPENT on EMAILSource: Direct Marketing Assocciation Email Tracker Report 2012
EMAIL MARKETING AUTOMATIONONLY 25% OF LEAD ARE LEGITIMATE AND SHOULD GO TO SALES 50% OF LEAD ARE QUALIFIED BUT NOT READY TO BUY LEAD NURTURING EMAIL GET 4/10 TIMES THE RESPONSE RATE STANDALONE EMAIL BLASTS 25-50% OF SALES GO TO THE VENDOR THAT RESPONDS FIRST Source: HubSpot – An Introduction of Lead Nurturing
INTERESTING STATISTIC of online shoppers have abandoned their shopping cart at one point or another. 88% of all online shoppers wait a day or more to complete a purchase. 65% of shoppers who didn’t complete the checkout, said they wanted to save products for further consideration. 21% of consumers abandoned carts more than once with an average order of $109.00. 45%
HOW DOES IT W RK?
THE INFORMATION ABOUT THE USER THE REMARKETING STATEMENT THE DISPATCH OF THE STATEMENT THE INFORMATION ABOUT THE USER Source: SARE Capital Group knowhow
START WITH BEHAVIORAL TARGETING?
BUILD USER’S BEHAVIORAL PROFILES?
USER’S PROFILE:VISITED WEBSITE VISITED BLOG CLICKED TO CONTACT FORM VISITED COMMUNITY NETWORK DOWNDLOAD WHITE PAPERS ABANDONED BASKETS SUBMITTED DEMOS CALL CENTER CONVERSION CLICKED IN THE "XYZ" SECTOR ON WEBSITE ABANDONED REGISTRATION FORM Source: SARE Capital Group knowhow
WHAT IS IT USED TO?
ABANDONED BASKET 88% 12% EXIT
ABANDONED BASKET 88% 75% OF THE USERS DECLARE THEIR WILL TO PURCHASE
OTHERS #4 RENEWAL OF THE SALE #1 RE-ESTABLISH CONTACT WITH A REGISTERED CUSTOMER #2 RECOVERING ABANDONED REGISTRATION AND APPLICATION FORMS #3 UNDERSTANDING THE REASONS OF ABANDONED SHOPPING CARTS #5 ACTIVATING THE "DORMANT" CLIENTS
PLAN THE SCRIPT OF THE DISPATCH
VISITOR ACTION EMAIL I EMAIL III EMAIL III Source: SARE Capital Group knowhow A basic campaign is triggered by an action a visitor takes, like filling out a form or downloading a piece of content. A series of emails which are then kicked off and ideally reflect the actions taken and result in relevant, useful content delivered at a reasonable pace over time.
ENTRY IN THE DATABASE
WHAT IS THE ROI OF THE EMAIL MARKETING # 40$ # 39$ Source: DMA SPECIAL QUESTION!
WHY IS IT WORTHWHILE USING?
EFFECTIVENESS EFFICIENCY #1 THE INCREASE OF THE BRAND AWARENESS #2 THE INCREASE IN THE RELIABILITY OF THE BRAND #3 THE IMPRESSION OF A HUGE MARKETING BUDGET #1 THE INCREASE OF THE CTR COMMERCIALS #2 THE INCREASE IN SALES AND THE LEVEL OF CONVERSION #3 THE INCREASEOF THE ROI
Businesses wanting to embark on ReMarketing campaigns ought to take the following steps to maximise returns. 1. Know your starting point: 2. Speak with your web analytics provider 3. Start small and simple 4. Measure responses continuously 5. Enhance your programs with thought THE STEPS FOR EFFECTIVE REMARKETING
SUCCESS IS WITHIN YOUR ARM’S REACH! DON’T WAIT!
THANK YOU FOR YOUR ATTENTION! Ewelina Koch firstname.lastname@example.org +48 515 293 308
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