Session Presentation

1. Managing Email
Within Multiple
Lines of Business
Within the
Enterprise
11:40-12:40 February 23, 2012

2. Today’s Session
This session should help enterprise
email managers improve their programs
and ability to navigate
compliance, internal partners, and
corporate management.
Many sessions focus on creative
(especially for retail) or
deliverability, but rarely do you see
a "how to" on managing the channel.
Most presentations are "a" campaign
for "a" product.
Few focus on how to get email as a
channel at the table with senior
level management at an enterprise
company or give strategies for
working with disparate divisions with

3. A Brief History
of Email
• Early 60’s – email begins as a way for
users of time-sharing mainframe
systems to communicate at MIT. Email
was limited to users of a single
system.
• Mid 70’s – multiple proprietary systems
develop for sending messages between
computers over closed networks and
ARPANET (precursor to the modern day
Internet).
• Early 80’s – SMTP protocol developed.
Standardized mailing format with
ability to send to multiple
addressees.
• Late 80’s – MCI and Compuserve allowed
to send “commercial” mail via National
Science Foundation’s NSFNET as an
experiment.
SOURCE: Interactive Email: The Next Big Revolution in Email; Aaron Smith, Responsys (EEC 2011)

4. A Brief History
of Email
• Late 90’s – Web-based email platforms
begin to appear
(Yahoo,Hotmail, Lycos). Support for
HTML formatted email develops. Early
email marketing efforts by a few
pioneers. First wave of ESPs develop.
• Early 2000’s – Free for all! Broad-
based support for HTML and extensions
such as javascript and video leads to
abuse by spammers and phishers.
Crackdown on HTML capabilities.
• 2003 to 2010 – No video, no
javascript, no Flash, code your emails
like it’s 1998.
• 2010 – Yahoo, Hotmail, Gmail beginning
SOURCE: Interactive Email: The Next Big Revolution in Email; Aaron Smith, Responsys (EEC 2011)
to experiment with enhanced
capabilities for approved marketing

5. Bridging The Gap
• What are each trying to achieve?
• B2B – Trying to sell a product or
their people (service)?
• B2C – Selling a
product, experience, or a brand?
• B2G – Relationship management?
How you approach these and value of an
account will vary very much.
IMAGE SOURCE: Jeco via http://www.flickr.com/photos/jeco/858906802/sizes/m/in/photostream/

6. Who Are You
Talking To
• Who are you mailing?
• What do you know about their
audience?
• What does the requestor know about
their audience?
• Source
• Basic info
• Frequency
• Engagement
IMAGE SOURCE: Kheel Center, Cornell University via http://www.flickr.com/photos/kheelcenter/5278592710/sizes/m/in/photostream/

7. What’s The Action?
• What do you want them to do?
• Can they do it with email?
• Can you track and measure the desired
action?
IMAGE SOURCE: tik_tok via http://www.flickr.com/photos/tiktok-africa/6014631600/sizes/z/in/photostream/

8. Integrate
• Social
• Mobile
• Web

9. Legal
• Compliance Best Practices
• What changes are legit and what are
suggestions
• Draw the line between marketing needs
and compliance requirements (is there
another way to solve the issues?)
Text of CAN-SPAM Act of 2003 http://www.ftc.gov/os/caselist/0723041/canspam.pdf
IMAGE SOURCE: Scott jsmoorman via http://www.flickr.com/photos/jsmoorman/2298671281/

10. A Proper Email
• Marketing Best Practices
• Set tests
• Make sure there is action

11. One Size Does Not
Fit All
• Working with different business units
who have different goals while
keeping email effective
• Work partners into the whole email
cycle from test set up to reading
metrics post deployment
• Show them “why” and back it with
results
IMAGE SOURCE: Micky.! Via http://www.flickr.com/photos/gsi-r/4461998438/sizes/m/in/photostream/

12. Understand
Metrics
• Understanding the different reporting
needs of each unit
• Set realistic expectations
• Communicate results and impact on
every program

13. Presenting To
Management
• Presenting the enterprise to
management
• Have your tactic split out
• Executive doesn’t care about
deliverability, opens, and clicks
just $, what customers are doing, and
what they will do
• Know who you are talking to
Executive
Business Unit
IMAGE SOURCE: ABC
Stakeholder
Requestor

14. Run State Across
The Enterprise
• Service Level Agreements (SLAs)
• Traffic management across the
enterprise
• Frequency business rules (include
other tactics)
• Be a resource, since you see all that
goes out — suggest filling gaps
• Share what works across the
enterprise
• Connect and sequence like programs
for a holistic approach to customer
management and cross sell.
IMAGE SOURCE: PaulTeee via http://www.flickr.com/photos/terfe/2053158455/sizes/m/in/photostream/

15. Run State Across
The Enterprise
• Prioritization (biggest fish
shouldn’t always get all the
attention)
• Give tests a chance to work
• Communication with management and
partnership with peers
IMAGE SOURCE: Alatryste via http://www.flickr.com/photos/alatryste/4818931347/sizes/m/in/photostream/

16. Navigating the
Enterprise
• Leverage traffic management across
the enterprise cross
sell, servicing, marketing, etc. for
more effective campaigns
• This is where you start to advise the
business as you see what is deployed
effective, etc.
• You start making suggestions on what
can and should go based on results
IMAGE SOURCE: Matti Mattila via http://www.flickr.com/photos/mattimattila/5945224021/sizes/m/in/photostream/

17. Navigating the
Enterprise
• Communicate results to corporate
management overseeing the whole
enterprise to show the value and role
email plays.
• Involve the partners
• Understand what are good and
realistic results in one vertical are
completely different in another
IMAGE SOURCE: Mharrsch via http://www.flickr.com/photos/mharrsch/493793780/sizes/m/in/photostream/

18. Key Points
If you are going to get email taken
seriously as an equal partner today:
• Educate the business
• Always be able to articulate the
“why”
• Leverage your data and bring ideas to
partners
IMAGE SOURCE: Brenda-Starr via http://www.flickr.com/photos/brenda-starr/3509344402/sizes/m/in/photostream/

19. Questions
?

20. Laurence Rothman
Senior Consultant, Brand Reputation
rothmal@nationwide.com
Twitter: @LaurenceRothman
Office: (614) 677-2787
Mobile: (614) 208-9373
One Nationwide Plaza, 1-24-202
Columbus, OH 43215