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Welcome!
• You can hear us, we can’t hear you• There will be time for questions at the end• Tweet us @adestra
@adestra adestra.com
Adestra have been empowering their clients to maximize marketing ROI through email-driven technology for over 10 years. Our flexible account structure, obsession with customer success, and award-winning service have gained the trust of global and growing brands alike.
We were founded on the principle that marketing success takes more than technology, and that’s why customer service is at the heart of our business. We’re not just Software as a Service, we’re Software AND a Service.
About Adestra
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@adestra adestra.com
Introducing AdestraPage 4
Our obsession is to make our customers successful by delivering the right email-driven technology and awesome customer service.
We bring clarity to complexity.
@adestra adestra.com@adestra adestra.com
Page 5
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
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Which three areas of email marketing do you really need to focus on in 2015?
Page 6
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B2C marketers who are using automation have seen conversion rates as high as
50%. Source: eMarketer “Email Marketing Benchmarks” (2013)
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80% of marketing automation users saw their number of leads increase, and 77% saw the number of conversions increase.
Source: VB Insight “Marketing Automation, how to make the right buying decision” (2015)
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ChallengesPage 9
“Understanding where to focus. We have plenty of ideas, the question is more how do we prioritise them in terms of business ROI and technical ease.”
“Although we know what we want to do – it is all in an ideal world. Data sits in different places and to integrate it would take significant
investment, which a small company doesn’t have.”
Source: Email Marketing Industry Census 2015
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What you need to get startedPage 11
An email service provider that supports:• triggered messages • automated tasks• robust analytics.
@adestra adestra.com
Campaign-Centric ApproachPage 13
• Come up with an offer
• Put in the calendar• Design a campaign• Send it out
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…it’s a numbers gamePage 14
1-3% convert
£Thrown back for
re-acquisition.
97- 99% ignored…or annoyed
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1. Create a profile2. Design an experience3. Communicate with them
in a relevant and timely way
1. Come up with an offer2. Design a campaign3. Send it to everyone
Campaign-First Customer-First
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Engagement
Convert
Re-activate
Lapsed program
Re-engage
Re-permission
Capture email and permission
Relationship
£
Welcome
Trial nurture
Renewal Cross-sell
News Update
New issue or content alert
Satisfaction survey
Acquire
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Automated Welcome Email
Unique Open Rate: 72%Conversion Rate: 33%Revenue per Email Sent: £12.59
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Nursery Program Results
Email 1Subject line: How to make the perfect coffee
Unique Open Rate: 61%
Email 2Subject line: Recycling your capsules
Unique Open Rate: 62%
Email 3Subject line: Discover the story behind your coffee...
Unique Open Rate: 38% (up from 32%)
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Subject line:
It’s time to buy Nemaslug
ResultsUnique Open Rate: 45%Click-to-Sale Rate: 47%Increase in sales YoY: 50%
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Subject line:
Your Mango is 1 year old! Say Happy Birthday with 10% off
ResultsUnique Open Rate: 56%Click-to-Sale Rate: 22%ROI: 2337%
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Subject line:
Help us shape the future of BIM Show Live
ResultsOpen Rate: 35%CTOR: 55%
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Automation Top Tips
• Know what your internal capabilities are• Technology available• Team capacity and skills
• Set objectives• Think about governance • Evergreen content
@adestra adestra.com
Objective SettingPage 41
What metrics can you use to measure email automation performance?
• Conversion rate• Revenue per email• Leads generated• Cost per lead• Revenue generated• Click-through rate• Open rate• Active user base
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Objective Setting
Your Objectives (SMART) Current Result
Timeframe
1 Increase trial conversion rate to 20% 16% 6 months
2 Increase subscription renewal rate to 80% 77% 6 months
3 Increase active database by 20% 210,000 12 months
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Retu
rn o
n In
vest
men
t
Prioritise
Priority 2:More Planning/Effort
Priority 1:Quick Wins
Priority 4:Can be dropped
Priority 3:For Consideration
Ease of Implementation
£££
£
HARD EASY
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Program Timeline
APR MAY JUN JULJAN FEB MAR AUG SEPT OCT NOV DEC
2015
Quick Sign-up Responsive Design Template
Cross-Sell
Re-engage
Re-permission
WELCOME
JAN FEB
2016
Trial Nurture
Preference Centre
Post-Event survey
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In Summary
• Start small• Think customer-first• Use a lifecycle model to plan your journeys• Set objectives• Prioritise and create a roadmap• Review and optimize