Flexible Frameworks: A Springboard to Sophistication
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A flexible email framework allows for consistency while accommodating variable content and designs. Speakers discussed the benefits of frameworks, including brand sophistication, process efficiency, and increased campaign performance. Case studies were presented on how frameworks helped Gannett send targeted emails across 78 brands, allowed Midas to automate variable content based on customer data, and helped Bose manage 50 campaigns per year across languages and devices. Key takeaways included analyzing current programs and using style guides to document standard elements for frameworks.
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Flexible Frameworks: A Springboard to Sophistication
- 1. Flexible Frameworks: A Springboard to Sophistication
- 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. Fundamentals of a Framework Common Language, Benefits & Types Success Stories Gannett Precision Dialogue / Midas International, Inc. Bose Europe Q&A Agenda
- 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. Flexible Framework Custom Template HTML Shell Email Architecture Modular Design Email Wireframe Common Language
- 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. v Two Basic Types Standard ET Template HTML Paste
- 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. 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
- 11. 78 Brands Across Gannett…
- 12. v One-Off Solutions for Typical Acquisition Efforts
- 13. 78 BRANDS x 5 Holiday Events in 2013 Challenge: Single-Copy Sales Effort Supporting All Gannett Brands
- 14. Created a variable email within the enterprise account
- 15. Pulls two data extensions 1st data by creative
- 16. *Uploaded by Gannett via a basic spreadsheet
- 17. 2nd data by customer data
- 18. * “PUBBRAND” included in the data, tied to each customer
- 19. Confirming fields are pulling with Send Preview
- 20. v Easter Send
- 22. v Back to School Send
- 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
- 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. 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. 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. 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. 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. 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. 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. v Midas Success Story PRINTOLD CREATIVE EMAIL
- 33. Midas Success Story PRINT NEW CREATIVE EMAIL
- 34. Midas Success Story Just how flexible is the Midas email?
- 35. Midas Success Story Just how flexible is the Midas email? I change!
- 36. Midas Success Story Just how flexible is the Midas email? I change! I can be Speedee!
- 37. Midas Success Story Just how flexible is the Midas email? I change! I can be Speedee! No mileage, no problem!
- 38. Midas Success Story Just how flexible is the Midas email? I change! I can be Speedee! No mileage, no problem!
- 39. Midas Success Story Just how flexible is the Midas email? I change! I can be Speedee! No mileage, no problem! Me too!
- 40. Midas Success Story Just how flexible is the Midas email? I change! I can be Speedee! No mileage, no problem! Me too!
- 41. Midas Success Story And I look awesome in mobile too!
- 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. • 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. • 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. • Results Midas Success Story
- 47. 50 campaigns / year 8 triggered sends
- 48. 16 versions 130 MD/Y to localize 10 languages
- 49. CAMPAIGN management CONTENT management Automated content editing Translation memory Automated validation process
- 53. Optimization Scalable over different devices
- 54. Bose Success Story - Results PRODUCTION TIME 50% EFFICIENCY 41%
- 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. 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. 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. Q&A
- 59. Thank You!
Editor's Notes
- Bring sophistication, efficiency and resultsUsed to meet a specific goal or solve a specific problem
- Who will be the design/content creator? Are they a developer or a non-technical marketer? Determine which type is best for your program by looking at your available resources and the requirements of your framework… The more complex, the greater chance you’ll need to use HTML paste
- ChallengeWhat problem were you trying to solve?What was the before state?How did you plan to measure success?
- SolutionHow did you solve it?Show creative before/after viewsShow variable elementsWhat did your process look like?Who was involved?How long did it take to implement?
- What problem to solve / before state / How to measure successDue to the amount of localizations, localization took us 130 MD/Y. We felt there was room for improvement here, and initiated a project to significantly reduce the time necessary to localize an email for 16 different markets, in 10 languages. Languages:Fr, nl, en, se, it, de, no, da, fi, pl (10 languages)Markets:Fr, nl, be-nl, be-fr, gb, ie, se, it, de, at, ch, no, dk, fi, lu, pl, (16 markets)
- What problem to solve / before state / How to measure successDue to the amount of localizations, localization took us 130 MD/Y. We felt there was room for improvement here, and initiated a project to significantly reduce the time necessary to localize an email for 16 different markets, in 10 languages. Languages:Fr, nl, en, se, it, de, no, da, fi, pl (10 languages)Markets:Fr, nl, be-nl, be-fr, gb, ie, se, it, de, at, ch, no, dk, fi, lu, pl, (16 markets)
- Left => campaign managementRight => content managementIntegration by c.track’s middle-ware softwareSolutionHow did you solve it?Show creative before/after viewsShow variable elementsWhat did your process look like?Who was involved?How long did it take to implement?
- Solution allowing scalability without design sufferingAlso allowed for applying responsive design techniquesScalable over different devicesNo design sufferingResponsive design techniques
- Results:Decreased production time for localizations by 50%Usage of translation management resulting in 41% efficiency gainsFuture goalsAdditional languages to program doesn’t require additional production effortLeverage these techniques for dynamic product content as well
- 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.Angie WeymanDigital Coordinator at GannettAngie has been in publishing for several years now and has recently turned her sights to digital components. She's currently the lead ExactTarget point-person for her department at Gannett (the Direct Response Center).Marvin CalImplementation Consultant at Precision Dialogue/Midas International, Inc.In a combined role of Sr. Graphic Designer and Production Specialist, Marvin has produced many successful email campaigns for top email marketing brands. He has been working in the interactive field for over 10 years, and his expertise extends beyond email best practices into web design and development, flash animation, banner ad development, and interactive applications.Peter MeeusDigital Marketing Specialist at BoseFor the past five years, Peter has worked for the digital marketing team for Bose Europe, located in Belgium. He's responsible for retention marketing, and manages outbound and triggered email programs for 17 countries. Always looking for new ways to integrate systems to efficiently support the variety of countries and languages, he took a 10-hour flight to exotic Indianapolis to get inspired at Connections 2012. Ideas were gathered, resulting in a partnership with C.TRAC to integrate a content management system, translation management software, and ExactTarget that helped significantly reduce email production time.Anna MeierDesign Consultant at ExactTargetDesign Consultant working with ExactTarget clients to optimize their program's design, process, and performance. ♥s photography, dogs, and transactional email.