Sitecore. Content Delivery
Driving Effective Email Marketing Campaigns
With Web Content Management
Jason Crea
V.P. Client and Partner Engagement
Sitecore
Web Content 2007
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Sitecore. Content Delivery
Keys to Driving Effective Email Marketing Campaigns
• The List (is key)
• The Right Content for your Audience
• What is your goal?
• Visual Appeal
• Getting your message to the Audience
• Did you make it past the mine field?
• Tracking and Analysis
• Repeatability and Future Engagement
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Sitecore. Content Delivery
How Does Web Content Management Help Me Realize My
Goal?
• It is NOT the magic solution…
• It does not replace Email Marketing platforms.
But it does-
• Is an enormous aid in growing internally managed distribution lists
• An Excellent platform for collaborative content collection
• Easily manage Email templates for look and feel
• Logical progression from the email itself to “action”
• Harnesses interest at another level
• Tracking beyond the “open”
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Sitecore. Content Delivery
Why not use the tool that comes with my CMS?
• May be fine for some organizations
• SPF/Sender Id’s – individual ISP’s have their own process for
filtering legitimate Emails, does your CMS adhere to the many
unique guidelines?
• Ongoing software development to “block” emails; i.e. Outlook
• Constantly changing process for filtering email, and for CMS
solutions it is not a core focus
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Sitecore. Content Delivery
Using your CMS with additional Email based initiatives
• Email Newsletters
• Extension of your web based presentation
• Event Promotion and Management Communications
• From registration through attendance information
• Business/Audience specific “Alerts”
• Product releases, technology notifications, changes in infrastructure
• Internal Communications
• Distributing information quickly across an organization beyond
Intranet postings
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Sitecore. Content Delivery
Real World Examples
• LifeScript
• Microsoft
• The Knot
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Sitecore. Content Delivery
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