Story The Terrapinn story Clare O’Brien CDA

Show business for business people Global Creative Inventive Challenging Energetic Experimental Dynamic Influential Communicators Customer-centric Innovative Exciting

When the mechanics get in the way… Millions emails List fatigue deliverability Cross-selling issues Resource-draining: html, design, content Brand confusion

Millions emails

List fatigue deliverability

Cross-selling issues

Resource-draining: html, design, content

Brand confusion

When the process gets in the way… Recipient / target is simply a number The message is pure push All about distribution – NOT access User experience? Conversation? Branding?

Recipient / target is simply a number

The message is pure push

All about distribution – NOT access

User experience?

Conversation?

Branding?

Template solution Segmentation Content takes centre-stage Space devoted to ‘the big idea’ Delivery and tone invites participation Functions drive to site and booking processes Resource focused on content not programming Design principles avoid html crashes Discipline protects brand

Segmentation

Content takes centre-stage

Space devoted to ‘the big idea’

Delivery and tone invites participation

Functions drive to site and booking processes

Resource focused on content not programming

Design principles avoid html crashes

Discipline protects brand

Workshops All about content Creative development Develop sense of ownership Inspire / engage Global teams

All about content

Creative development

Develop sense of ownership

Inspire / engage

Global teams

Personalised, timely, useful email

Engaging, informative and current websites

The results? Valuable planning and team efficiencies Brand consistency: equity! Reduction in emails Dramatically improved email metrics: Deliverability, ORs, CTRs Increased online response and bookings Rising audience retention A stage for dynamic growth

Valuable planning and team efficiencies

Brand consistency: equity!

Reduction in emails

Dramatically improved email metrics:

Deliverability, ORs, CTRs

Increased online response and bookings

Rising audience retention

A stage for dynamic growth

Thank you

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