Do you produce multi-authored website content? We describe how to automatically inform your email subscribers that this content exists and offer two case studies from Tourism and the Public Sector.

1. Digital Strategy: driving
website traffic the smart way
February 2014

2. This document proposes integrating website content
and email marketing to not only save time and
money but deliver more traffic to your website.

3. Common email marketing issues
Often a silo’d activity
Segmentation can be involved & costly
Editorial duplicates effort
Often driven by technology not content

4. Challenges for web content strategy
Site taxonomy
Multi-author management & permissions
Publishing process
Distribution effectiveness
Subscriber/Follower/Audience growth

5. A well implemented RSS to Email
strategy creates huge efficiencies…
and we’ve proved it twice*
*our Australian partner

6. Example 1: Tourism client
Australia’s leading holiday destination needed
to market themselves with greater authenticity.
Multiple blog authors wrote articles based on
the region’s themes and attractions. They
published content on the website which was
automatically filtered into dynamically produced
e-newsletters.

7. BLOG
eg WORDPRESS
NEWSLETTER SYSTEM
eg MAILCHIMP OR AWEBER
*SCDL stands for Sunshine Coast Destination Limited (the client)

8. Content contributors
listed on the website

9. Details of each writer
can be shown with a
list of their recent
articles

10. Interesting content
produced by different
writers is consolidated
to a paginated landing
page just like a
regular blog

11. Using the RSS feed of your blogs, an RSS to email system
will add user relevant content to your email campaign
newsletter whilst allowing you to manually add any other
news or information to the same campaign.
You decide on the frequency of your mailouts - the html
template contains RSS content as well as marketing, news
or other content to go to all users.
This way, only one template would need to be updated with
additional content per month while multiple automated
campaigns will use it to send unique content to targeted
lists.

12. Mailchimp’s intuitive
admin area makes it
easy to control
campaign elements

14. “Hot Deals” can also be managed in a similar
way. Service providers can submit their own
content via the website for approval. Details of
the specials can be published to the blog and a
relevant summary emailed to subscriber lists
automatically in a pre-defined template.

15. Service providers
complete a simple
form to submit their
‘hot deal’ content

16. Users select a “Hot
Deal” from the
grid-view to see
the details of each
offer.

17. Published “Hot Deals”
can be linked to blog
posts about special
events so as they are
seen in context

18. “Hot Deal” subscribers
receive an email that is
populated automatically
with published web content

19. Example 2: City Council client
One of Australia’s largest local authorities
needed to consolidate the source of community
news. Multiple blog authors wrote articles
based on the region’s community initiatives and
published content on the site which was
automatically filtered into dynamically produced
e-newsletters.

23. Benefits to our clients
Whilst this solution could possibly be implemented by
your incumbent agency, we would be able to implement it
far more cost-effectively
● Workflows are pre-defined and UX is refined
● Code can be re-applied
● Pitfalls have already been overcome & optimized
● No lock-in - your existing agency can maintain

24. Costs
Flat fee discovery phase
We expect this to take 20 hours but will contribute 50% of this investment
Output includes fixed estimate and business case
Implementation: based on approved hourly rate
Fixed estimate will be provided on completion of discovery phase
Additional costs: MailChimp License: http://mailchimp.com/pricing/high-volume-sender/