With temperatures dipping below freezing in London this morning, the coffee and hot rolls at our first Breakfast Seminar of 2018 proved even more popular than usual.
We’ve been running these seminars for a while now – it’s always such a pleasure to welcome like-minded marketers for a morning of industry insights, and today was no exception. Our guest speakers from clients Eleven Sports and the NSPCC provided excellent presentations, and our own Dani Woolley rounded off proceedings by providing her top tips for realizing one’s true potential (in the email marketing sphere, at least!)
Let’s have a quick roundup of our key takeaways from the morning:
Eleven Sports: Fast results with email-driven campaigns
Often introduced as ‘the Netflix of sports’, Eleven is a relatively young company which has already started making waves with its customer-first positioning. Paul Brierley, Global CRM and Insights Manager, joined us to discuss why the international network has already seen such marked results over the first four months of its journey with our platform.
“If a customer engages with your product more, the more they perceive value in it, and the less likely they are to churn” explained Paul, as his rationale for why email has been embraced so readily by his team.
Eleven Sports operates across five different markets – three in Europe and two in Asia – so their ESP of choice needed to be accepted by a host of different end users in different time zones. Paul very kindly attributed much of the initial set-up’s success to the “fabulous humans” on the end of the line in our global support teams – a real compliment to the guys and girls working behind the scenes here at Adestra!
The NSPCC: Automation boosts email engagement by 15%
Next we were joined by Meredith Berman, Digital Marketing Officer, and Fi McCrindle, Digital Producer, both from our established client the NSPCC. The charity’s hard work and commitment to automation has been celebrated in the past, and today Meredith and Fi talked specifically about the use of automated supporter journeys to maintain engagement around fundraising and event participation.
Thousands of people support the charity each year, whether by vowing to scale Machu Pichu or dusting off their trainers to attempt “the community 10k down the road”. Each of these participants needs to receive personalized communications which enable them to keep engaged and motivated (even on frosty days like today, when pounding the pavements is the last thing on most people’s minds).
Fi outlined the charity’s “really efficient solution which is really working for us”, beginning with a single master journey which is then truncated into seven further journeys depending on the needs of an individual subscriber. Within this, the NSPCC has even recognized three distinct “event personalities”: those who train for marathons and runs, fans of cycling events, and the daredevil segment keen to sign up for an adventurous trek or challenge.
The result? Engagement up by 15% and plenty of marketing hours saved through automated campaigns. Check out our case study with the NSPCC for more information and metrics.
Driving value in 2018
As Head of Customer Success here at Adestra, Dani Woolley knows a fair amount about working with clients to maximize their email marketing ROI. She emphasized the need for strategy as a key place to start; once those rules and processes are developed and appropriate for the client, they are in a great place to take their marketing strategy to the next level.
Dani also offered her top three tips on scaling up email strategy in 2018: start with your customer, be clear on your goals, and get that buy-in from the higher-ups (a strong business case for email marketing will never go amiss here).
Finally, of course, we returned once again for the need to personalize, optimize, and automate that customer, client, or supporter journey in order to get that bit closer to offering a truly First-Person Marketing experience. In light of the success stories from our above clients, it seems only fitting to end on Dani’s argument that “email marketing offers us the opportunity to get into our customers’ personal inboxes, which is a very privileged place to be.”
Now, more than ever, the responsibility is on marketers to treat that privilege with respect.