Want to get the most out of your email and marketing automation campaigns? Check out this presentation from GetResponse webinar. Michal Leszczynski and Irek Klimczak from the Content Marketing Team discuss the top tips and insights from the Email Marketing and Marketing Automation Excellence 2018 Report. Access the full report and video recording here – https://www.getresponse.com/resources

2. Plan for today
• Everything’s recorded and you’ll receive
the video file via email early next week
• Webinar will take around 45 minutes + Q&A
• We’re available via chat so feel free to ask us
questions :-)

3. Few words
about
the report
Surveyed 585 marketers from 181 countries, across 19
industries in January 2018
• The group:
• business-owners (30%)
• senior executives (15%)
• digital marketing managers (13%)

4. Few words
about
the report
Surveyed 585 marketers from 181 countries, across 19
industries in January 2018
• Their target audience:
• B2C (44%)
• B2B (19%)
• Both B2B and B2C (37%)

5. Who’s the report for?
Digital marketing managers will learn how email and marketing automation compare to
other channels. This should help start in-depth discussions about the need for an
integrated online marketing strategy.
Email marketing and automation specialists will learn which techniques will get them the
highest results, including high-opportunity areas that aren’t fully used by most businesses.

6. Top Tips
and Insights
What others are or aren’t,
and what you could be doing
to outpace your competitors.

7. 1. Top Digital Marketing Channels
Email is the top digital marketing channel
in terms of effectiveness
Followed by social media marketing, SEO,
and content marketing

8. The budgets
This is also reflected in the future budget
plans for email marketing
Social PPC is the second most popular
channel

9. The capabilities
How capable are we in terms of utilizing
email and marketing automation?

10. Source: Email Marketing Benchmarks GetResponse

11. What you can do
Rather than developing a strategy for each
individual channel…
Take an integrated approach to lifecycle
marketing strategy across all your
channels.
So you can better engage your audience –
and meet your business objectives along the
way.
Source: Smart Insights

12. 2. Evaluation and Tracking
Only 63% of marketers track opens and
clicks for each send and 28% don’t currently
have any metrics they focus on

13. What you
can do
1. Integrate your email system with your website to track
actions beyond the click
2. Focus on the right metrics – opens vs. leads generated,
sales revenue per segment, etc.

14. Document everything
1. Use Google Campaign Builder – https://ga-dev-tools.appspot.com/campaign-url-builder/
2. Track your links – e.g. using a spreadsheet marking where the link’s directing, what type of content it is,
what stage of the funnel it’s designed for, what you’re trying to achieve with it
3. Develop a tagging and scoring plan

15. 3. Targeting
53% of marketers send the same
message to everyone

16. Popular segmentation methods
1. Demographics (gender, age, location)
2. Time from signup (first 30 days, 30-90, 90+)
3. Channel they originally came from
4. Customers vs. leads
5. First-time buyers vs. Frequent-buyers
6. Premium vs. standard
7. Product category they purchased
8. Average order value
9. Frequency of purchases
10. …

17. Source: Email Experience Council

18. Simple targeting

19. More advanced targeting

20. 4. Testing & Optimization
60% don’t proactively test their email
campaigns
Only 11% have a program of continuous
tests

21. 5. Marketing Automation
Opportunities
64% use email automation to run
onboarding and welcome email
campaigns
More advanced techniques are used
only by around 20% of marketers

22. Automated reactivation campaigns are
only used by 10% of marketers

23. • Educate yourself and your team
• Test new approaches and document the results
• Go beyond the simple welcome email campaigns and automate the communication
throughout the customer lifecycle
What to do

24. Tips
to improve your
communication

25. 1. Map out potential
customer touch points

26. Source: McKinsey&Company

27. 2. Use marketing automation
to improve communications

28. Source: Email Marketing Benchmarks GetResponse

30. 1. The
welcome series

35. 2. Website activity

39. 3. Abandoned cart

44. 3. A quick optimization plan
1. Map out your customer journey

45. 3. A quick optimization plan
1. Map out your customer journey
2. Check if you communicate with your audience
at the right touch points

46. 3. A quick optimization plan
1. Map out your customer journey
2. Check if you communicate with your audience
at the right touch points
3. Use marketing automation to:
- plan and improve existing communication
- integrate your marketing with website activity

47. 3. A quick optimization plan
1. Map out your customer journey
2. Check if you communicate with your audience
at the right touch points
3. Use marketing automation to:
- plan and improve existing communication
- integrate your marketing with website activity
4. Plan how to use tags and scoring

48. Time for some Q&A…
in the meantime, don’t forget to visit
GetResponse.com/resources

49. Thank you
for listening!
We’ll send you the recording next week!