Marketing automation-templates

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Ah! You just sent all your requirements for a new campaign to your automation agency or internal resources and forgot a couple of points. Again. What if you could use a template that includes a collective wisdom of several marketers and a checklist?
The webinar will cover several template types you can download and use for your next campaign:
- automated campaign template with a check list
- campaign review list for stakeholders
- email templates considerations (best practices, translation ease, etc.)
- Word document template anybody can use for internal emails

Published in: Marketing, Technology, Business

Marketing automation-templates

  1. 1. @Vanessa _Bright Marketing Automation: Templates, Templates, Templates! Vanessa Bright Online Marketing Manager, Emerson Process Management – Rosemount May 2014
  2. 2. @Vanessa _Bright2 Templates, Templates, Templates! Type of Templates Email Templates • Requirements based on business needs • Templates adoption challenges • Mobile aspect Marketing Automation Campaign Templates Word-Based Internal Email Templates
  3. 3. @Vanessa _Bright3 Templates, Templates, Templates! Type of Templates Email Templates • Requirements based on business needs • Templates adoption challenges • Mobile aspect Marketing Automation Campaign Templates Word-Based Internal Email Templates
  4. 4. @Vanessa _Bright4 Marketing Automation System Website Common Marketing Template Types Creative Brief Campaign Brief Roadmap Website pages Landing pages Email Automated Campaign templates General Marketing Online Channel Components Templates discussed in the presentation
  5. 5. @Vanessa _Bright5 Common Marketing Template Types Website pages Landing pages Email Automated Campaign templates Less flexible More flexible (testing opportunity) Collection of components
  6. 6. @Vanessa _Bright6 Templates, Templates, Templates! Type of Templates Email Templates • Requirements based on business needs • Templates adoption challenges • Mobile aspect Marketing Automation Campaign Templates Word-Based Internal Email Templates
  7. 7. @Vanessa _Bright7 Email Template: Example • One topic email • B-to-B; primary audience uses Outlook • Include possibility for responsive if something changes in the future • Often translated into several languages • Template might be used by business units without significant HTML expertise
  8. 8. @Vanessa _Bright8 Email Template: Example – General Considerations • Large, clear font • Large headline • Two clear calls to action • “Recovery Pane” with additional company information
  9. 9. @Vanessa _Bright9 Email Template: Example – Outlook Considerations • Call to action is visible in preview pane
  10. 10. @Vanessa _Bright10 Email Template: Example – Outlook Considerations • Email must be understandable without images • Additional benefit – easy translation
  11. 11. @Vanessa _Bright11 Email Template: Example – Outlook Considerations • Email must be understandable without images • Additional benefit – easy translation
  12. 12. @Vanessa _Bright12 Email Template: Example – Mobile Considerations • Large, clear font • Large headline • Clear calls to action in sufficient distance from other calls to action • Option of responsive coding
  13. 13. @Vanessa _Bright13 Email Template: Example – Mobile Considerations • Possible to remove what is not critical for mobile version
  14. 14. @Vanessa _Bright14 Email Template: Example – Mobile Considerations • Mobile version (could be applicable for responsive coding) Mobile option might be used for mobile-specific promotions – call to action to download an app
  15. 15. @Vanessa _Bright15 Email Template: Mobile Aspect Mobile first Responsive Desktop Primarily Mobile audience Mixed audience Primarily Desktop audience
  16. 16. @Vanessa _Bright16 Email: Mobile Opens (Primarily B-to-C) https://litmus.com/blog/email-client-market-share-where-people-opened-in-2013 2013
  17. 17. @Vanessa _Bright17 http://www.chiefmarketer.com/b2b/enewsletters-outperform-b2b-promotional-emails-study-21022014 Email Open Email Clicked Email: Mobile Activity B-to-B
  18. 18. @Vanessa _Bright18 Make DECISIONS Based on YOUR DATA
  19. 19. @Vanessa _Bright19 Email Templates Checklist  Audience: recipient devices Mobile vs. Outlook?  Your team’s skillset and production capacity Volume vs. quality  International aspects Avoid text in graphics for easy translation  Design elements – Device-based – Calls to action  Agency selection Experienced agency familiar with your marketing automation system (design and coding capability)
  20. 20. @Vanessa _Bright20 “Encouraging” Stakeholders to Use Templates • “Where should our banner go?” • “Why do you think my copy is too long?” • “I am visual… I need to see how my copy looks in the template, and then I will make adjustments” • “I need to show my copy in the template to my boss, who might decide to change it completely” Bang Head Here
  21. 21. @Vanessa _Bright21 Email Content Template • Include explanation into the template • “Recreate” template in Word allowing easier “preview” of the final email • Template explanation is always available • Stakeholders can go through initial revisions before email is built Download at http://OnlineMarketingMoment.wordpress.com/templates/
  22. 22. @Vanessa _Bright22 Email Content Template • Example of an email of a particular type with sample copy • Explanation of each email component
  23. 23. @Vanessa _Bright23 Email Content Template • Editable Word document approximately “recreating” email template elements
  24. 24. @Vanessa _Bright24 Email Content Template • Mandatory template elements • Additional information (subject, testing plans, personalization, et.)
  25. 25. @Vanessa _Bright25 Templates, Templates, Templates! Type of Templates Email Templates • Requirements based on business needs • Templates adoption challenges • Mobile aspect Marketing Automation Campaign Template Word-Based Internal Email Templates
  26. 26. @Vanessa _Bright26 Automated Campaign Template • Campaign flow • Collection of components (editable email and landing pages) • Element checklists Automated Campaign templates Collection of components
  27. 27. @Vanessa _Bright27 Automated Campaign Template • Easily modifiable template for stakeholder review • The template includes “easy to forget” elements Download at http://OnlineMarketingMoment.wordpress.com/templates/
  28. 28. @Vanessa _Bright28 Automated Campaign Template • Basic campaign information • Good to state objective and KPIs (even if they are present in the high-level campaign brief) • Tests, personalization, etc.
  29. 29. @Vanessa _Bright29 Automated Campaign Template • Campaign flow – can be easily modified for multi- touch campaigns
  30. 30. @Vanessa _Bright30 Automated Campaign Template • Naming Conventions to keep your marketing automation system organized • Subjects, META, Tests (very easy to forget  )
  31. 31. @Vanessa _Bright31 Automated Campaign Template • Email Content Template • Link tagging (if used)
  32. 32. @Vanessa _Bright32 Automated Campaign Template • Landing Page Content template (similar to the Email Content Template)
  33. 33. @Vanessa _Bright33 Automated Campaign Template • Form information • Hidden fields and data questions (usually standard for many campaigns) • Processing steps and nurturing questions (very easy to forget  )
  34. 34. @Vanessa _Bright34 Automated Campaign Template • “Thank you” page and “Thank you” email content templates (similar to email and landing page content template) • Additional call to action question
  35. 35. @Vanessa _Bright35 Automated Campaign Template General checklist: • Analytics (Web and Email) • Automated alerts and reports (including naming conventions)
  36. 36. @Vanessa _Bright36 Marketing Automation Campaign Communications • Naming conventions • List of communications • Stakeholder review questions Download at http://OnlineMarketingMoment.wordpress.com/templates/
  37. 37. @Vanessa _Bright37 Campaign Communications - Stakeholder Review • Attached emails and list of landing pages URLs can be challenging to review • Using online version of emails and linking URLs to the original campaign flow is easier to review Thank you, Jhenna!
  38. 38. @Vanessa _Bright38 Templates, Templates, Templates! Type of Templates Email Templates • Requirements based on business needs • Templates adoption challenges • Mobile aspect Marketing Automation Campaign Templates Word-Based Internal Email Templates
  39. 39. @Vanessa _Bright39 Internal Communications Dilemma • Internal communications love “pretty emails” • Limited resources to create internal assets • Internal communications would like to see metrics • Could be useful to have a method allowing internal communications to send “pretty emails” without relying on marketing resources
  40. 40. @Vanessa _Bright40 Internal Communications Options Creation of the email as a Word document Copy-paste to Outlook and send to Outlook distribution lists House content on Intranet; which can be source of metrics Can be done by almost anybody in the organization
  41. 41. @Vanessa _Bright41 Microsoft Word-Based Internal Communications Template • Example of possible internal communications templates • Explanation of the template creation process and issues workaround Download at http://OnlineMarketingMoment.wordpress.com/templates/
  42. 42. @Vanessa _Bright42 Templates, Templates, Templates! Type of Templates Email Templates • Requirements based on business needs • Templates adoption challenges • Mobile aspect Marketing Automation Campaign Templates Word-Based Internal Email Templates Download templates at http://OnlineMarketingMoment.wordpress.com/templates/
  43. 43. @Vanessa _Bright Vanessa Bright Vanessa.l.bright@gmail.com Questions

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