Marketing Automation Report

1. Marketing Automation Report Mar 2017

2. March Email Engagement • Highlights: • We likely sent the most emails Marketing has ever sent in a month via an email service provider! • Five times more emails were sent in March vs February. • March email performance was solid. • 20 emails sent (only four in Feb) • Sales - 4 • Servicing - 8 • Promotional - 4 • Events – 4

3. Overall Trend Rates Increasing • Highlights: • Performance for the year continues to improve • Open rates and click through rates increased marginally • Click to open rates were within norms

4. Event Email Marketing • Event analysis • Event emails outperformed due to the relevancy of the topic. • NapaNet emails were mostly read via mobile thus they had high read rates but low CTR. • Montevideo and Santiago had higher engagement rates across the board because they were Natixis events and well timed. • Recommendations for Event emails • Continue to focus on creating well branded emails sent at just the right time for recipients.

5. Promotional Email Marketing • Promotional analysis • As typically expected, promotional email underperforms relative to other campaign types. • Out-out rates rival click through rates indicated a lack of interest in the content. This is especially concerning for Market Insights content which is generally well respected internally. • Recommendations for Promotional emails • As planned, bring Marketing personas into Pardot to provide better targeted campaigns resulting in better engagement and less opt-outs. • Consider updating email templates to align with best practices for promotional emails. • Give thought to goals and strategy for Market Insights email. As a signature piece, its click through rate should easily surpass the opt out rate.

6. Servicing Email Marketing • Servicing analysis • First usage of Pardot for LatAm emails resulted in low deliverability. These emails did not outperform out of the gate. • Portfolio Clarity had a very high open rates. The low CTR was because it was an offer to email for more info. • Out-out rates rival click through rates indicated a lack of interest in the content. Further the CTR and CToR should be higher for this category. • Gateway continues to outperform its peers. • Recommendations for Servicing emails • As planned (and to be prioritized) move servicing content from email to the web. • Reconstruct servicing emails to highlight key messages from PMs. • Consider a stronger CTA for Portfolio Clarity emails in the future.

7. Interest in Gateway Fund • Gateway Fund continues to garner interest among Gateway producers. Specifically the Gateway Fund Monthly Fund Update drew the most interest.

8. Sales Assisted Email Marketing • Servicing analysis • Surprisingly(?) Sales emails underperformed in all email engagement categories. • Opt outs rivaled click through rates indicating the content or design was not compelling or well targeted. • While the email engagement rates were not outstanding, the integration with Salesforce is highly valuable to Sales as it allows them to follow up with the appropriate context. • No clicks from Folley dinner invite because the CTA was to email Andrew Folley. • Recommendations for Sales Assisted emails • Still in a pilot phase. Continue to work with Sales, to understand their strategies and develop relevant email campaigns. Email performance is important, but visibility into advisor responses to email campaigns is more important. • Integrate Pardot and Salesforce to create the option of creating tasks as directed by Sales.

9. More on Sales Assisted Campaigns • Thoughts on moving beyond the pilot… • As part of the pilot, the majority of Sales emails are sent to highlight a fund, so a variety in content hasn’t been tested. And, in speaking with the Lutz team, there isn’t a great deal of visibility into connected content – Sales representatives understand funds and fund pages, but not necessarily what content is available to pique interest in other mediums – blogs, articles, social media. The pilot provides a path to multi-stage email campaigns collaborations.

10. Internal Email Marketing • Internal Email analysis • Some improvement in weekly emails. • The targeted DPC survey email content was well received. Likely because it’s infrequent and considered newsworthy. • Recommendations for Internal emails • Consider having the weekly marketing email come from a person instead of a generic mailbox. • A/B test subject lines for weekly email (current format: See What’s New this Week in Marketing MM/DD/YY) highlighting key Marketing piece • Reconsider content strategy of weekly email to be focused on key content with links to other material repositories rather than an inclusive listing of content.

11. Servicing Email By Month • Notes: • Gateway continues to outperform Loomis and ASG. (Oakmark is quarterly)

12. Parting thoughts… • Sales and Marketing are at a maturity level where one-off email campaigns are the norm. Yet studies show that coordinated and targeted email campaigns are needed to drive prospect interests. In addition, Marketing has considerable content that could be organized into a multi-step campaign with a specific conversion goal. As our organizational maturity with marketing automation increases, we should look for opportunities to drive sales with a multi-stage campaign. • Anecdotally, email campaigns organized in Workfront have had fewer mistakes and been created more quickly because participants are more organized.