Drip Marketing Email Campaign Strategy

transcript

DigitalDay’sDrip Marketing Experience "

"April 22, 2013"

Our Brand Mission DigitalDay is a full-service, online marketing agency concentrating on valued brands. We are dedicated to developing excellent client relationships that ensure our clients stay with us on a long-term basis. ""Our long-term client relationships prove that we stand out from the competition as a partner who delivers world-class, quality creative backed by leading-edge technology and exceptional client service. "!We are an agency that goes above and beyond the expected."

We Provide Full-Service Online Marketing Marketing Strategy &

Branding!Design!

Services!Content

Development Technical Services!

Online Marketing Strategy!!

Email Marketing Strategy!!

Website & Mobile Strategy & I/A!!

Online Promotion Strategy & Execution!

!SEO Strategy!

!Social Media Strategy!

!Section 508 Compliance!

!Account Management!

Branding & Logo Development!

Email Creative!

Interface Design!

!Usability

!CSS/HTML5!

!Illustration!

!Digital Photography!

!Flash & HTML5 Animation!

!Video Editing and

Conversion!

Information Architecture!!

Email Content Development

Web Content Editing!

!Original Content!

!Digital Photography!

!Online Video!

!SEO Relevance!

!Social Media Management!

Technical Strategy!!

HTML/HTML5/CSS/jQuery/Flash!

!.NET, MVC, PHP, Java!

!Email Best Practices!

Delivery!!

CMS Strategy & Implementation!

!Ecommerce

Strategy & Implementation!!

Application Development!!

Managed Hosting!!

From Strategy, to Development to Analytics Online Marketing Strategy & Branding

–  Website Strategy, Design & Development –  Mobile Strategy, Design & Development –  Extranet Strategy, Design & Development –  Intranet Strategy, Design & Development –  Online Marketing

•  Online Promotions •  Email Marketing •  Search Engine Optimization &

Marketing •  Social Media Optimization &

Management •  Online Advertising:

- Banner & Landing Page Development - Media Placement

Application Development –  Ecommerce Implementation –  Content Management Systems –  Mobile Development –  CRM Integration

Our Award-Winning “5D” Process!

B2C and B2B Client Experience

Strategic Partners

Our Experience :: StanleySteemer.com Re-Launch

Stanley Steemer Mobile Optimized Appointment Scheduler Redesign

Desktop website has low usability on smartphones resul<ng in extraordinarily high bounce rates and lost appointments

Redesigned and re-‐engineered Appointment Scheduling Applica<on is completely op<mized for smartphones and tablets

LasikPlus Appointment Scheduler Application Redesign

Dynamic Home Page with custom, campaign-‐trackable phone numbers encourages consumers to “schedule FREE exam”

Geo-‐targeted Online Scheduling Applica<on, <ed to the company’s proprietary back-‐end scheduling system, helps consumers select nearest LasikPlus Center and best available <mes.

Confirma<on page with op<onal alerts and reminders to ensure consumer doesn’t miss their appointment.

Drama<c Results: •  Increased Conversion

Rate by 6%

•  Increased Online Appointments Scheduled by 900%

LasikPlus Online Direct Marketing Campaign Elements

Referral rewards campaign email

$100 OFF Email Campaign and Dynamic Landing Page Banner ads to support various campaigns

Our Experience :: LasikPlus Market-Specific Campaigns

Our Experience :: Rubbermaid.com Integrated Campaigns

Our Experience :: Aramark Email and Landing Pages

Our Experience :: DermOne Market-Specific Campaigns

Our Experience :: Personalized Email and Landing Page

Our Experience :: Personalized Content Emails

Our Experience :: Transactional Emails

Our Experience :: Integrated Campaigns

Our Experience :: Email Creative

Our Experience :: Online Promotions

Experienced Sitecore Partner

•  BackyardAdventures.com •  CompoundW.ca •  CSIClosures.com •  DoctorsNightGuard.com •  DuckBrand.com •  FabulousFoodShow.com •  FrogTape.com •  FrogTape.co.uk •  GoJo.com •  Hygenic.com •  IXBeerFest.com •  JumpstartInc.org •  MySSPUSA.com •  Pactiv.com •  PremierDocs.com •  Purell.com •  ReynoldsKitchens.com •  Schwebels.com •  Shearers.com •  ShearersFoodsInc.com •  StanleySteemer.com •  StickOrTreat.com •  StuckAtProm.com •  SwingsetsOnline.com •  TangosChips.com

- 20 Sitecore Development Resources"- Sitecore Partner Since 2009 - Sitecore’s Product Development Team Provides Full Project Support to DigitalDay"""

Our Understanding of Proposed Drip Campaign •  Current Drip Campaign Test was developed by Anthem, built manually. •  Past customers were put into groups based on last service date

and received drip Email campaigns. •  Current Email Templates were programmed by Exact Target and Drip Campaign Emails are static. •  Drip Campaign Test will conclude the week of 5/13/2013 Deliverables: •  Create a program that will automate a Drip Email Campaign, based on business rules. •  Configure Data Feed via FTP or Building an API for Import Data and Result Data Exports •  Create new Email Templates to be dynamically populated according to drip Campaign Business

Rules and Segmentation. •  Provide Email Best Practices and Guidance

Opportunity :: Leverage All Analytics

Lead Scoring Models are usually reserved for new leads or prospective Consumers. However, tools are available to continue to update Consumer Profiles for the lifetime of the Customer.Tools In Place/In Process of Implementation:- Power Magic/Steemer Online - Google Adwords/Display/Bing - Sitecore Digital Marketing System- Cart Abandonments- Email Service Provider Lead Scoring"

Steemer Online/Power Magic – Data being leveraged by Anthem Marketing today to aggregate "

Google Ad Words/Display/Bing – Track Customer from Paid Media Entry Point to Conversion and append profile "– Trigger Dynamic Landing Pages to pre-select Zip/Territory and/or Offer""

Sitecore Digital Marketing System (http://www.sitecore.net/Products/Digital-Marketing-System.aspx)! – Create User Personas based on Lead Scoring Models"– Provide Personalized Content"– Provide Personalized or Segmented Offers"– Conduct Multivariate Testing of Content and Offers"– Optimize Conversion Funnel""– Pass Consumer Profile Detail to Email Service Provider"""

Shopping Cart Abandonment – Email Remarketing: Follow Up on Abandoned Shopping Carts"– 26% (on Avg) Conversion Rate on Shopping Cart Abandonment Emails– 13% Conversion Rate for Users that Enter Current Scheduling Process– Multi-Stage Triggers to Provide Different Message/Offer"– Behavioral Targeting based on Profile – Remarketing Pixels with Display Media""

Email Service Provider Lead Scoring!!•  Segment Customers and Email

OptIn List based off Sales Data and Behavior"

•  Append Customer Profile based on Repeat Visits to Website"

•  Enhance Profile and Quality with Service Follow-Up Surveys"

•  Pass to Direct Mail Campaigns"

Opportunity :: Mobile Optimization

Responsive Design Project for StanleySteemer.com Underway, Email to follow "•  30% of StanleySteemer.com comes from Mobile Devices"

•  Optimized Email Will Boost Conversion "

•  Text Messaging/SMS can build existing Customer Engagement"

•  Text Messaging/SMS can encourage higher close rate through Appointment Reminders"

•  Text Messaging/SMS can be integrated with Cart Abandonment process"

Stanley Steemer Mobile Optimized Appointment Scheduler Redesign

Desktop website has low usability on smartphones resul<ng in extraordinarily high bounce rates and lost appointments

Redesigned and re-‐engineered Appointment Scheduling Applica<on is completely op<mized for smartphones and tablets

Desktop 33%

Webmail 25%

Mobile 42%

Mobile: Smartphones (iPhone, Android) and tablets Desktop: Installed email programs (Outlook, Apple Mail) Webmail: Email accessed through a web browser (Gmail, Hotmail, Yahoo!)

Email Opens: January 2013

12 Month Change

Jan Feb

April May Jun

e July

Sept Oct

Opens in Each Environment

Webmail Desktop Mobile

Scale to Size

Device Specific Content!!Link to specific app store, localization, timers

Email Message Preheaders!!Support the subject line with a creative, useful or helpful preheader:- Call-to-action - Special offer- Reminder- Clickable/measurable - NOT “having trouble…?”

Design for Touch!!- Tappable touch targets- Bulletproof buttons that don’t relyon an image - Left-hand side – more friendlyacross all devices

Test – Measure – Optimize !

DigitalDay – Experienced In Responsive Design!

Opportunity :: Email Service Provider

DigitalDay understands that Exact Target is currently in place for the Drip Marketing Test, as well as StanleySteemer.com Integration and Outbound Email Marketing.""However, based on DigitalDay’s 10 years of experience in Enterprise Email Marketing, our recommendation is that Exact Target is a platform that may have limitations in both full optimization of the Drip Marketing Campaign as well as integration with other Outbound Email Programs.Some of the limitations include:"

•  No True One-to-One Personalized Automation. Only Supports Segments of Customers, Not Individual Profiles"

•  No Real Time Automation, is based on Marketer’s Scheduling of Campaign"•  No Lead Scoring directly in product, relies on an external integration with

Pardot"•  No On-Website Webtracking Capability"•  No Behavior-Based Query Capability, only can key on Clicks and Opens"•  Requires SQL Experience to Create Queries for Advanced Segments"•  No Direct Integration with Sitecore"

DigitalDay :: Experienced Silverpop Agency Partner

•  Silverpop Agency Partner Since 2004"•  Power Campaigns to more than 20,000,000

Recipients Annually"•  Over 1,000 Campaign Deployments to Date"•  Integrations with Salesforce, Microsoft Dynamics, CRM and Consumer Profile Databases,

and Sitecore CMS"•  Silverpop’s Product Development and Professional Service Teams Provide Full Project

Support to DigitalDay"

Why Silverpop?

•  Powerful Data Segmentation "

•  Full Lifecycle Email Campaign Management (Web/Offline/Email/Social/Mobile)"

•  Lead Scoring that is Fully Integrated "

•  Greater Relevance through full Dynamic Content and an Intuitive Query Builder "

•  On-Demand Reporting and Analytics – Including User Engagement Analysis (Opens, Clickthroughs, Forwards, Natural Forwards, Prints of Emails, Skims vs. Reads, Mobile Device vs. Desktop/Webmail Clients) "

•  Industry Leading Deliverability"

•  Subject Line Testing/Multivariate Testing "

•  Send Time Optimization (Send to Users When they’re most likely to open Email)"

•  Full Mobile/Desktop/Webmail UI Testing"

How Silverpop is More Relevant to SSI than Exact Target

•  Leading Integrator of Microsoft Dynamics in ESP Space: Purchased CoreMotives in 2012. CoreMotives Technology is Directly Integrated into Microsoft Dynamics CRM. SSI currently undergoing upgrade of ERP to Microsoft Dynamics."

•  Segmentation Based on Behaviors of all Web activity and not just Clicks and Opens from Emails "

•  Full Lead Scoring that can Leverage Sitecore Digital Marketing System. Silverpop vTrenz was a pioneer in Marketing Automation. "

•  Direct Integration with Sitecore (through DigitalDay) "

•  Drip Programs are based on Behavior and leverages Send Time Optimization, not just scheduled to blast out once an hour or once a day "

•  Integrated SMS"

•  An Integrated Landing Page/Webform Platform"

•  An Integrated Survey Platform"

Drip Program Development Tool in Silverpop

Query Tool in Silverpop

Lead Scoring Tool in Silverpop

For more information, contact . . . Mark Vitullo Partner DigitalDay 330-940-2565 markv@digital-day.com

Shane Geisheimer Partner DigitalDay 330-940-2565 shaneg@digital-day.com