marketo's secrets to automating campaigns

Marketo’s Secrets to Automating Campaigns

Mike Madden

Sr. Marketing Manager

Marketo

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Housekeeping

Page 2© Marketo, Inc. 11/8/2017 Proprietary & Confidential

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Proprietary & Confidential© Marketo, Inc. Proprietary & Confidential

Triggered Campaigns for Web Visits

1

Form Abandonment

2

Bounce Management Campaigns

3

Mini-Nurture Conversations

4

Scalable Programs

5

Agenda

Page 3© Marketo, Inc. 11/8/2017 Proprietary & Confidential

© Marketo, Inc. Proprietary & Confidential

Intro

TYPES OF EMAILS


Types of Emails – Batch

Batch Emails – Also known as “batch and blast”. No email “intelligence” built in, just gather a list of customers and send them the same email. A great example of this is your company newsletter.


Types of Emails – Nurture

Nurture Emails – The lifeline of drip campaigns. This is a series of targeted emails based on personas (e.g. by location, product interest, intent). Nurture emails are primarily used to push prospects through their buyer journey.


Types of Emails – Trigger

Trigger Emails – Personalized emails delivered based on your audience’s actions. Some range of email “intelligence” is built in based on behavior. Example would be a customer put a pair of shoes in their cart and then leaves – they receive an email about their shoes.


Email Performance – All

Email Performance - All

• Trigger emails performs 3x better than any other email type

• Nurture emails perform about the same as batch emails

2016 Q3

Quarter of Sent Date

2016 Q4 2017 Q1 2017 Q2 2017 Q3


1 TRIGGER CAMPAIGNS FOR WEBSITE VISITS


Marketo.com - Products


Marketo.com - Solutions


Marketo.com – Why Marketo, Customer Stories


Email Product Page Trigger Flow

If a known subscriber visits the Email Product Page…

And that subscriber is:

• Marketable

• Target Status (Target)

• Not was any email in past 30 minutes

• Meets vertical specific criteria

Organic

Behavior

Segmentation Action

Wait 4 Minutes


Triggered Email for Page View


Automated Website Trigger Results

How Much Better Are These Emails Than Standard Batch Emails?

261% higher open rates

157% higher click to open rates

833% higher click through rates

7,675% more efficient at generating an opportunity with our sales team


2 FORM ABANDONMENT


What is Form Abandonment?

Page 20© Marketo, Inc. Proprietary & Confidential


Inside the Abandonment Campaign – THE WHO


Inside the Abandonment Campaign – THE WHAT


Additional Add-Ons You Might Consider

• Restrict Alerts to your target buyer (Demographics, Firmographics, Score)

• Consider sending a triggered email to the form abandoner

• Add form abandoners to a list and then retarget to them

• If you don’t think certain buyers are ready, give them something else


3 BOUNCE MANAGEMENT CAMPAIGNS


Email Deliverability = Total Emails Delivered / Total Emails Sent

Email Deliverability


Getting Your Email Delivered is Tougher


According to Return Path, just 79% of commercial emails

land in the inbox


Quick Definitions

Soft Bounce: A soft bounce is a temporary problem with email deliverability, usually due to an unavailable server or a full inbox.

Hard Bounce: A hard bounce is a permanent failure to deliver an email, usually a result of an email address being non-existent, invalid or blocked.

Spam Trap: A spam trap is an email address traditionally used to expose illegitimate senders who add email addresses to their lists without permission. But they are also set up to identify email marketers with poor permission and list management practices.


Sender Reputation

Sender Reputation

UniqueClicks

Open Rate

Positive Engagements

SpamComplaints

& Spam Trap Hits

Hard Bounces

Blacklists

Negative Engagements


Email Inboxing

If you had 98.5% email deliverability but a sender

score of 60, your email inboxing rates will decline.


Continuously Bouncing Emails


Soft Bounce Management Campaigns

We created two campaigns:

• Batch Clean Up: For any email that has soft bounced a minimum number of 10 times in the past 90 days, mark it as invalid.

• Trigger Clean Up: For any email that soft bounces a minimum number of 6 times in the past 30 days, mark it as invalid.

We had emails that would repeatedly soft bounce in our database. We

needed better bounce management to help manage business risk and

increase open rates.


Bounce Type Audit


Bounce Category Management Campaigns

We built campaigns to clean up specific soft bounce categories that could be detrimental to our sender reputation in the future.

We built two campaigns:

• Batch clean up to scrub all existing emails that have poor soft bounce categories (3, 4 and 9)

• Trigger clean up campaign to catch them as we go


Deliverability & Open Rates – Jan 2015 through Sep 2015

10%

11%

12%

13%

14%

15%

16%

17%

18%

90%

91%

92%

93%

94%

95%

96%

97%

98%

99%

100%% Delivered

% Opened

Deliverability

Rate

Open Rate


Deliverability & Open Rates After Bounce Management

10%

11%

12%

13%

14%

15%

16%

17%

18%

90%

91%

92%

93%

94%

95%

96%

97%

98%

99%

100%

% Delivered

% Opened

Introduced Bounce Management

Deliverability

Rate

Open Rate


4 CREATING CONVERSATIONS, NOT CAMPAIGNS


Batch Emails Aren’t Going Away



Here’s a Standard Batch Email Program in Marketo

Program Components:

02 – Clicked Campaign: This triggered smart campaign tracks clicks on the email in real time, which attributes that person to the program.

Invite: This is the email.

Invite List: This is the smart list for the program. The list built by filters that updates in real time based on the audience that meets the criteria.


But Let’s Add in Automation!

Additional Program Components:

03 – Send Trigger: This triggered smart campaign lists for a subscriber to download the promoted asset from the first email, and then sends a complimentary piece.

Trigger: This is the triggered email.


Program Assets – The Invite Email


The Invite Email Points to This Landing Page


Program Assets – The Triggered Email


Inside the Triggered Campaign – THE WHO


Inside the Triggered Campaign – THE WHAT

Program Name Email Name


The Results of These Semi-Automated Campaigns

More efficient

batch emails

Better overall performance than website

triggers

Accelerates subscribers

towards late buying stages

9-12% more overall

program engagement


5 PROGRAMS THAT TRULY SCALE


Tired of Tedious & Manual Processes?



Let’s Revisit This Email Program

Right click on program and

clone!


Create an Approved Program Template

Right click on program

and clone!

Questions?

https://www.linkedin.com/in/michaelmadden824