In an ever-changing environment, revamping traditional email marketing is more important and more difficult than ever. Changing up email copy and using personalized subject lines just won’t cut it anymore. It's time to reimagine email and engage with your audience in a way you never have before - with trigger campaigns based on engagement. You'll learn: -How traditional engagement programs still work, but only to an extent -How to listen to your audience and automate triggered campaigns -Why token personalization is important, but not advanced enough

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Automate Your Email Strategy: Tips to Turn Traditional
Email into a Revenue-Generating Machine

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Housekeeping
2
 This webinar is being recorded! The slides and recording will be sent out once the
webinar concludes
 Questions? Post them in the Q&A box and we will get to as many as we can at
the end of the session
 Posting to social? Use our hashtag #mktgnation

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Meet the Speaker
3
Hayley Ferrante
Marketing Manager, Commercial Demand
Generation

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Agenda
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 Getting Started with Batch Emails
 Optimizing with A/B Testing
 Diving Deeper with Triggered Campaigns
 Combining It All
 *Bonus Tip

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Getting Started | Structure
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Define Your Audience
 We use behavior score
to measure
engagement
 Segment your lists to
speak to each audience
appropriately
 Behavior score tiers
 0, 1-9, 10-19, 20+
Send Batch Emails
 They are easy to whip
up quickly
 Without sending batch
emails, it’s tough to
learn about your
audience
 Test out different copy,
subject lines,
vernacular, etc.
Evaluate What’s
Working
 Always keep an eye on
overall engagement
metrics
 Evaluate your A/B
testing results and
statistical significance
in a timely manner
 Keep your end goal in
mind at all times

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Getting Started | Content
6
Reactivation
Early
Mid
Late
Blogs, Cheat Sheets, Infographics
+ Definitive Guides, eBooks
+ Case Studies
Top Performing Content

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Optimize | Test
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 Think about the metrics you care
about
 What should I test?
 Open %  Subject Line, preheader
 Click %  CTA, email copy, subject line
 Unsubscribe %  Email copy, piece of
content
 How do we test?
Define Your
Goal
Deicide
What to
Test
Create a
Hypothesis
Run the
Test
Evaluate
Results
Make a
Decision

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Optimize | Evaluate
8
The Results
 Open rates increased by 4% (100% statistical significance)
 Click-through-rates increased 47% (100% statistical
significance)
 Click-to-open rates increased by 41% (100% statistical
significance)

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Listen and Respond
9
Email 1
Send
Triggered
Email
Clicked Link
Not Clicked
Link
Do
Nothing

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Diving Deeper
10
- Reinvigorate unengaged subscribers
- Multi-channel campaign on email and digital
- Credit Unions, Financial Services, Healthcare, Higher Ed, Manufacturing
- Using similar content but personalizing the messaging per industry
- Emails at a high frequency
- Lower cadence of emails
- C-Level assets only
- Messaging relevant for the C-suite
- If someone does not meet the above criteria
- Offering our top content with broad language
- Emails at a high frequency
Reactivation
Verticals
C-Level
Default

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Combine & Automate
11
 Automate batch emails with an
engagement program
 Build triggers to send when someone
engages with an email in the
engagement program
 Transition prospects between streams
based on their most recent behavior

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Behavior Based Triggers
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 Web Accelerators
 Triggered campaigns to people that
show specific behaviors on your
website
 What KPIs do we care about?
 Open %
 Click-to-open %
 Click %
 Unsubscribe %
 How can we use these triggers?
 Visiting webpages
 Digital ads
 Check-in to an event
 Downloading content

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Key Takeaways
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 Get started with batch emails to learn about your audience
 A/B test to ensure you’re making data driven decisions
 Use triggered campaigns to listen and respond to your audience
 Build out a developed engagement structure
 Combine the strategies and automate it all
 *Bonus tip: Build web accelerators to listen to your audience on other channels

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Q&A