Dotdigital: Marketing Automation Done Right

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Juliette Aiken, Head of Product Marketing, DotdigitalJuliette Aiken, Head of Product Marketing 'Do more with less’ has become the modus operandi for every marketer today. Especially with the ever-increasing budget crunches and deadlines, marketing departments are looking for solutions that drive better results at optimal costs and efforts. Marketing automation has, over the years, emerged as an excellent option for marketers to achieve these goals. While automation enables marketers to scale their processes and campaigns with apt marketing actions, more often than not, marketers are clouded with the misconceptions around it – the biggest one being personalization. Many stakeholders are under the impression that automation is a way to scale their batch-and-blast style marketing rather than deliver personalized marketing to the targeted audience, which is of utmost importance in this omnichannel era. Another plaguing issue is that individual businesses find automation restrictive, failing to understand marketing processes – leading to a trust issue with the technology.

Alleviating these concerns, dotdigital equips marketers with marketing automation that is capable of providing a lot more personalization at scale. The company’s Engagement Cloud platform leverages effective data-powered insight and segmentation to allow clients to personalize customer journeys seamlessly. “We believe that as technology gets smarter, automation and personalization can absolutely go hand in hand. And that is what we help clients achieve,” says Juliette Aiken, Head of Product Marketing at dotdigital.

Marketing Automation at Your Fingertips

Whether it’s data-driven email marketing or complete omnichannel campaign orchestration, dotdigital’s all-in-one platform is the solution for all marketing needs.

Recent research by the team at dotdigital shows that in comparison to last year, brands are seeing more engagement with their digital marketing than ever. Year on year, email opens and clicks are up (+82 percent and +95 percent respectively), but so are sends (+59 percent). So, while this is good news for marketers who are accelerating their efforts to become more digitally mature, our inboxes are becoming more crowded with both our marketing communications and those of competitors. And so it’s becoming more pertinent than ever that marketers have the tools available to them with which they can create timely and relevant customer journeys with ease.

With dotdigital’s platform Engagement Cloud, marketers are able to automate key customer touch points with messages and re-engagement programs. Ease of use may seem like a given, but there’s a big difference between creating a UI that looks the part and developing tools in a way that customers can hit the ground running.

dotdigital’s customers have a range of automation, segment, and product recommendation libraries available to them that makes getting started, and knowing where to start, feel like a bite-sized exercise.

We believe that as technology gets smarter, automation and personalization can absolutely go hand in hand. And that is what we help clients achieve

“Amongst our customer base at dotdigital, we’ve also found an increased willingness to experiment with channels other than email. Mobile messaging sends alone saw a 221 percent increase YoY,” explains Juliette.

From delivering time-saving automated omnichannel campaigns to communicating with contacts across channels such as email, SMS push, and social, dotdigital Engagement Cloud simplifies the process of targeting the right audience at the right time for companies. Whether it’s delivering automated campaigns, boosting ROI, or utilizing data to offer targeted campaigns, dotdigital has become the go-to solution provider in the market as demonstrated by recent inclusion in G2’s Winter 2020 report and Forrester’s Email Wave.

Data continues to play an important part in enabling marketers to do more with less. For brands that sell online, dotdigital launched Commerce Intelligence last year which allows customers to target and re-engage customer cohorts depending on their purchasing behavior with that brand. Rather than just looking at our goals as a business, RFM personas and AI product recommendations are just some of the tools that allow brands to be truly customer-centric, and therefore more successful in hitting their goals.

Putting data at the fingertips of our customers isn’t something marketing platform providers can do in silo. dotdigital continues to invest in its integrations and relationships to and with key ecommerce and CRM platforms that marketers use today, including Shopify, BigCommerce, Magento, and Microsoft Dynamics 365. “It’s essential that we cognize when it’s beneficial to partner recognize a solution provider that is offering the best-of-breed solution in that area,” states Juliette.

Success stories of global customers across several verticals, including retail, entertainment, higher education, sports and leisure, and travel, are a testament to dotdigital’s platform capabilities and extensibility. For instance, Caruso’s Natural Health—an Australian family-owned company offering complementary medicines throughout Australia— approached dotdigital to enhance its customer engagement process and build a more robust ecommerce strategy. The brand carried out an experiment by integrating dotdigital’s automation and analytics tools into its 2019 Singles’ Day campaign while focusing on an omnichannel strategy, customer engagement, and digital support. Implementing dotdigital’s latest RFM value model and dashboards helped the company gain a 72 percent increase in conversion rates from the RFM segmented audiences, which accounted for 25 percent of the total revenue generated from the email campaigns. For every $1 spent, the return was $39—with 95 percent of these conversions attributed to dotdigital.
Milan Patel, CEOAs retargeting became a strong driver of revenue, Caruso’s Natural Health is looking forward to exploring other domains with dotdigital.

The pillars of success

Starting as an email service provider named dotmailer, dotdigital has been in the marketing business for over two decades. As a result, the company has strong in-house expertise in niche areas of marketing that are typically outsourced. With changing market demands, the company has evolved to become a provider of marketing solutions, including automated personalized end-to-end customer journeys, all with a click of a button. “We recognized that within our automation capabilities, we needed to offer marketers the ability to do more than just automate email lifecycle programs. So, we introduced a multitude of channels including SMS, social media, live chat, and more,” comments Juliette.

"Keeping up to speed with the latest digital developments can seem daunting, but with our mantra of ‘think big, start small, scale quickly’, true customer engagement is achievable for everyone"

Since its inception, product innovation has been one of dotdigital’s strategic growth pillar. It invests a double-digit percentage of its turnover back into the research and development of its platform as it continues to evolve. “The fact that we have been going strong for 20 years shows that research and development is an incredibly key part of our strategy,” says Juliette. Besides the platform, dotdigital’s services and people are vital. The company works proactively with the clients to track their progress and use it to the fullest.

“Our team of incredibly passionate, experienced individuals offer 24/7 customer support and production services, which are just a couple of key differentiators,” explains Juliette. “Besides providing an excellent service all-round, time-to-value is a strategic theme we continuously deliver on. Customer feedback shows that the speed at which they see value from the platform and our services is next to none, and satisfaction is very high. Clients can be up and running within just a couple of weeks.”

As a growing global business with over 350 employees, dotdigital currently has a presence in over 150 countries with international offices in eleven, including the US, UK, Australia, and Singapore. Geared up for the future, dotdigital plans on further developing its data capabilities to ensure that its customers are working in a future-proofed environment. “Keeping up to speed with the latest digital developments can seem daunting, but with our mantra of ‘think big, start small, scale quickly’, true customer engagement is achievable for everyone,” concludes Juliette.
- Debra Morgan
    November 04, 2020
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Dotdigital

Company
Dotdigital

Headquarters
London

Management
Juliette Aiken, Head of Product Marketing and Milan Patel, CEO

Description
dotdigital equips marketers with marketing automation that is capable of providing a lot more personalization at scale. The company’s Engagement Cloud platform leverages effective data-powered insight and segmentation to allow clients to personalize customer journeys seamlessly. Whether it’s data-driven email marketing or complete omnichannel campaign orchestration, dotdigital’s all-in-one platform is the solution for all marketing needs. Recent research by the team at dotdigital shows that in comparison to last year, brands are seeing more engagement with their digital marketing than ever. With dotdigital’s platform Engagement Cloud, marketers are able to automate key customer touch points with messages and re-engagement programs