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Flexible Frameworks:
A Springboard to
Sophistication
Speakers
Angie Weyman
Digital Coordinator
Gannett
Marvin Cal
Graphics & Technical
Developer
Precision Dialogue
Peter Meeus...
Fundamentals of a Framework
Common Language, Benefits & Types
Success Stories
Gannett
Precision Dialogue / Midas Internati...
v
A flexible framework is a modular email
structure that creates both consistency and
flexibility for the creator and user...
Flexible Framework
Custom Template
HTML Shell
Email Architecture
Modular Design
Email Wireframe
Common Language
Benefits of Flexible Frameworks
Brand Sophistication
Consistent Brand Elements = Subscriber Trust
Process Efficiency
Initi...
v
Two Basic Types
Standard ET Template HTML Paste
• Identify goals for framework
• Analyze current state of
creative, content, data
& process
• Determine requirements
& inp...
Keys to Success
Email Style Guide
Photoshop, for mockups
UI Pattern Library
HTML/CSS, for coding
Elements included:
Headli...
Gannett Success
Story
78 Brands Across Gannett…
v
One-Off Solutions for Typical Acquisition Efforts
78
BRANDS
x 5
Holiday
Events
in 2013
Challenge: Single-Copy Sales Effort Supporting
All Gannett Brands
Created a
variable email
within the
enterprise
account
Pulls two data
extensions
1st data by
creative
*Uploaded by Gannett via a basic spreadsheet
2nd data by
customer data
* “PUBBRAND” included in the data, tied to each customer
Confirming fields
are pulling with
Send Preview
v
Easter Send
v
Mother’s Day Send
v
Back to School Send
Results for Gannett
Design time saved: 312 hours – 39 days
• 4 hours of design per email x 78 emails
Determining if email ...
Midas Success
Story
Challenge
• Improve the customer experience
• Better reflect the Midas brand
• Include more email subscribers into the pro...
Measure Success
• Increasing email subscriber
• Decrease hours spent in building campaign
• Increase program performance
S...
Midas Success Story
• All transactions including POS, vehicle information etc
• Transactions are capture on a daily based ...
Midas Success Story
• Each location has the ability to enroll in various Midas offers
and select their own offer.
All cust...
Midas Success Story
• Behavior trigger
• Have been to a shop in last 36 months
• Were not contacted last month
• Have been...
Midas Success Story
• Response Models
• Thank You: existing customers with a spend of $150 or
more in last 60 days
• New c...
Midas Success Story
• Process worked for print but not email
• Cell ID’s for print were not matching email attributes
and ...
v
Midas Success Story
PRINTOLD CREATIVE EMAIL
Midas Success Story
PRINT
NEW CREATIVE
EMAIL
Midas Success Story
Just how flexible is the Midas email?
Midas Success Story
Just how flexible is the Midas email?
I change!
Midas Success Story
Just how flexible is the Midas email?
I change!
I can be Speedee!
Midas Success Story
Just how flexible is the Midas email?
I change!
I can be Speedee!
No mileage, no problem!
Midas Success Story
Just how flexible is the Midas email?
I change!
I can be Speedee!
No mileage, no problem!
Midas Success Story
Just how flexible is the Midas email?
I change!
I can be Speedee!
No mileage, no problem!
Me too!
Midas Success Story
Just how flexible is the Midas email?
I change!
I can be Speedee!
No mileage, no problem!
Me too!
Midas Success Story
And I look awesome in mobile too!
• Flexibility = lots of prep work
• All copy – body and coupon – comes from one little data
extension
• Scripting populate...
• Automation and Scripting save time
• Copy edits require updates to a CSV file
• No ongoing testing
• Whole program can b...
• Results
• Precision Dialogue was able to automate email from start to
finish
• Automation reduced monthly email build by...
• Results
Midas Success Story
Bose Success Story
50 campaigns / year
8 triggered sends
16 versions
130 MD/Y to localize
10 languages
CAMPAIGN
management
CONTENT
management Automated content editing
Translation memory
Automated validation process
Content from
data-extensions
Images hosted at
CDN-solution
Fixed content blocks
Optimization
Scalable over different devices
Bose Success Story - Results
PRODUCTION TIME
50%
EFFICIENCY
41%
• Frameworks bring efficiency for designers
& consistency for subscribers
• Answer “What can a framework do for me?”
• Ana...
Visit http://pages.exacttarget.com/etdesign
for additional design resources and sample responsive
code sample flexible fra...
Peter Meeus
Peter_Meeus@bose.com
Contact us
Angie Weyman
aweyman@gannett.com
Marvin Cal
Marvin.Cal@precisiondialogue.com
A...
Q&A
Thank You!
Flexible Frameworks: A Springboard to Sophistication
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Flexible Frameworks: A Springboard to Sophistication

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Whether you use ExactTarget standard templates in the content editor, dynamically script smart blocks, or use a repeatable HTML paste framework to create your emails, templates can take your email program to the next level. Learn how flexible frameworks can improve your brand with consistent visuals, production efficiencies, and campaign performance.

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Flexible Frameworks: A Springboard to Sophistication

  1. 1. Flexible Frameworks: A Springboard to Sophistication
  2. 2. Speakers Angie Weyman Digital Coordinator Gannett Marvin Cal Graphics & Technical Developer Precision Dialogue Peter Meeus Digital Marketing Specialist Bose Europe Anna Meier Senior Design Consultant ExactTarget
  3. 3. Fundamentals of a Framework Common Language, Benefits & Types Success Stories Gannett Precision Dialogue / Midas International, Inc. Bose Europe Q&A Agenda
  4. 4. v A flexible framework is a modular email structure that creates both consistency and flexibility for the creator and user – allowing multiple designs and variable content to be scalable What is a Flexible Framework?
  5. 5. Flexible Framework Custom Template HTML Shell Email Architecture Modular Design Email Wireframe Common Language
  6. 6. Benefits of Flexible Frameworks Brand Sophistication Consistent Brand Elements = Subscriber Trust Process Efficiency Initial Implementation of Framework = Future Time Savings Campaign Performance Standard Engagement Techniques = Increased Clicks Framework for Evolution
  7. 7. v Two Basic Types Standard ET Template HTML Paste
  8. 8. • Identify goals for framework • Analyze current state of creative, content, data & process • Determine requirements & inputs for framework • Begin content planning & wireframing Getting Started
  9. 9. Keys to Success Email Style Guide Photoshop, for mockups UI Pattern Library HTML/CSS, for coding Elements included: Headlines Body copy Buttons Links Icons Bullets Callouts Image styling borders Footers
  10. 10. Gannett Success Story
  11. 11. 78 Brands Across Gannett…
  12. 12. v One-Off Solutions for Typical Acquisition Efforts
  13. 13. 78 BRANDS x 5 Holiday Events in 2013 Challenge: Single-Copy Sales Effort Supporting All Gannett Brands
  14. 14. Created a variable email within the enterprise account
  15. 15. Pulls two data extensions 1st data by creative
  16. 16. *Uploaded by Gannett via a basic spreadsheet
  17. 17. 2nd data by customer data
  18. 18. * “PUBBRAND” included in the data, tied to each customer
  19. 19. Confirming fields are pulling with Send Preview
  20. 20. v Easter Send
  21. 21. v Mother’s Day Send
  22. 22. v Back to School Send
  23. 23. Results for Gannett Design time saved: 312 hours – 39 days • 4 hours of design per email x 78 emails Determining if email boosted single copy sales • *Outside factors: weather, news stories, etc. • Cincinnati reported a week-over-week increase of single copy sales of 11,480 on 7/28/13 Future goals: variable more components • i.e. header images, content based on customer data
  24. 24. Midas Success Story
  25. 25. Challenge • Improve the customer experience • Better reflect the Midas brand • Include more email subscribers into the program • Keep up with special rules, copy rules, copy changes • Save time and resources Midas Success Story
  26. 26. Measure Success • Increasing email subscriber • Decrease hours spent in building campaign • Increase program performance Solution • Needed to understand the process, identify the disconnect between print and email campaign and provide the solution Midas Success Story
  27. 27. Midas Success Story • All transactions including POS, vehicle information etc • Transactions are capture on a daily based from over 2,200 locations All customers are captured to create CRM file
  28. 28. Midas Success Story • Each location has the ability to enroll in various Midas offers and select their own offer. All customers are captured to create CRM file Offer data are merged with CRM file
  29. 29. Midas Success Story • Behavior trigger • Have been to a shop in last 36 months • Were not contacted last month • Have been to a shop participating in CRM All customers e are captured to create CRM file Offer data are merged with CRM file Customers assigned ID based on behavior triggers
  30. 30. Midas Success Story • Response Models • Thank You: existing customers with a spend of $150 or more in last 60 days • New customer welcome: New customer with a spend of $50 or more • Service reminders: Oil change All customers are captured to create CRM file Offer data are merged with CRM file Customers assigned ID based on behavior triggers Contacts are selected based on response models
  31. 31. Midas Success Story • Process worked for print but not email • Cell ID’s for print were not matching email attributes and data extension • Had to create a new DE for each specific campaign • Offers were limited due to static templates (10) omitting a large segment of potential clients All customers are captured to create CRM file Offer data are merged with CRM file Customers assigned ID based on behavior triggers Contacts are selected based on response models CRM mail file sent to printer
  32. 32. v Midas Success Story PRINTOLD CREATIVE EMAIL
  33. 33. Midas Success Story PRINT NEW CREATIVE EMAIL
  34. 34. Midas Success Story Just how flexible is the Midas email?
  35. 35. Midas Success Story Just how flexible is the Midas email? I change!
  36. 36. Midas Success Story Just how flexible is the Midas email? I change! I can be Speedee!
  37. 37. Midas Success Story Just how flexible is the Midas email? I change! I can be Speedee! No mileage, no problem!
  38. 38. Midas Success Story Just how flexible is the Midas email? I change! I can be Speedee! No mileage, no problem!
  39. 39. Midas Success Story Just how flexible is the Midas email? I change! I can be Speedee! No mileage, no problem! Me too!
  40. 40. Midas Success Story Just how flexible is the Midas email? I change! I can be Speedee! No mileage, no problem! Me too!
  41. 41. Midas Success Story And I look awesome in mobile too!
  42. 42. • Flexibility = lots of prep work • All copy – body and coupon – comes from one little data extension • Scripting populates the email with images, text, offers based on an individual subscriber’s attributes and their shop’s special rules Midas Success Story Midas: Scripting and Automation
  43. 43. • Automation and Scripting save time • Copy edits require updates to a CSV file • No ongoing testing • Whole program can be automated from file import to send Midas Success Story Midas: Scripting and Automation
  44. 44. • Results • Precision Dialogue was able to automate email from start to finish • Automation reduced monthly email build by approx. 100 hours • Easy for non-ExactTarget users to update and make email changes • Reduced chance for errors • Expand target audience • Better user experience (more coupons and matches direct mail) Midas Success Story
  45. 45. • Results Midas Success Story
  46. 46. Bose Success Story
  47. 47. 50 campaigns / year 8 triggered sends
  48. 48. 16 versions 130 MD/Y to localize 10 languages
  49. 49. CAMPAIGN management CONTENT management Automated content editing Translation memory Automated validation process
  50. 50. Content from data-extensions
  51. 51. Images hosted at CDN-solution
  52. 52. Fixed content blocks
  53. 53. Optimization Scalable over different devices
  54. 54. Bose Success Story - Results PRODUCTION TIME 50% EFFICIENCY 41%
  55. 55. • Frameworks bring efficiency for designers & consistency for subscribers • Answer “What can a framework do for me?” • Analyze the current state of your program & team when deciding on a type of framework • An Email Style Guide and UI Pattern Library documents standard email elements for large teams Key Takeaways
  56. 56. Visit http://pages.exacttarget.com/etdesign for additional design resources and sample responsive code sample flexible framework, including: • Additional Design Resources • Sample Responsive Emails • Design Tools & Freebies Additional Resources
  57. 57. Peter Meeus Peter_Meeus@bose.com Contact us Angie Weyman aweyman@gannett.com Marvin Cal Marvin.Cal@precisiondialogue.com Anna Meier ameier@exacttarget.com
  58. 58. Q&A
  59. 59. Thank You!

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