The document provides audio dial-in information for a webinar on creating the perfect email. It includes toll-free and toll phone numbers for North America and international numbers that can be found in the email invitation or on a listed URL. It also provides information for getting technical assistance, including phone numbers and URLs to use for audio or web technical issues.
True Move provides iPhone support services in Thailand through its iPhone Care Center. The Center aims to deliver great customer experiences through innovation, high performance technical skills, and a productive workforce. It handles inbound and outbound customer service through various contact channels. True Move focuses on personalized service, proactive communication, and ensuring first call resolutions. It emphasizes recruitment, training, motivation, recognition and career development to engage its customer service agents. The Center meets or exceeds key performance metrics like service level agreements and achieves high customer satisfaction ratings.
We propose unifying the HSBC brands in France to maximize the value of the CCF acquisition. This will clarify our identity for clients, staff, and partners as the World's Local Bank. The brand unification is estimated to generate €123 million in value by driving revenue through clear market positioning and reducing costs via economies of scale and efficiencies. We have already taken integration steps but must address remaining concerns from clients and staff to deliver real perceived value.
Pardot Elevate 2012 - Best Basic Practices for Drip NurturingPardot
This document provides an overview of drip nurturing best practices at KANA Software. It discusses how KANA divides its marketing organization and how the author supports online programs. It also shares key marketing statistics and outlines KANA's approach to moving prospects through the sales funnel via targeted nurturing campaigns, role and stage-based content, and a five-step process for setting up drip nurturing programs.
Copernica DM Summit 2012: Jeroen Ederveen - Online marketing in an internatio...Copernica BV
Hoe zet je gecentraliseerd online marketing programma's op in een internationale omgeving? Van awareness via engagement naar uiteindelijke conversie. Wat is de rol van e-mailmarketing in dit geheel? In zijn presentatie licht Jeroen aan de hand van een praktijkcase zijn visie toe.
Dit is mijn eerste presentatie op het seminar B2B Content Marketing (15-03-2011). Onderwerpen:
- Kennis als basis voor marketing: waarom is dat leuk en lucratief?
- Content marketing, wat is dat precies en wat heeft u er voor nodig?
- Contentcreatie, moeilijker én makkelijker dan u denkt
Meer omzet door lead generation met content
The document discusses the concept of total engagement marketing, which uses email as the backbone to combine online marketing methods and maintain continuous customer touchpoints. It advocates for using customer data and feedback to personalize outreach across the customer lifecycle, from awareness to retention. The goal is to engage customers, deepen relationships, and increase participation and trust through targeted communications.
This document provides a summary of events and programs occurring at Fort Drum in April 2012 related to military families. It includes information about classes offered through the Army Family Advocacy Program, the Exceptional Family Member Program special Olympics, the Relocation Readiness Program, and the Financial Readiness Program. It also lists the schedule of theater showings at the post, volunteer opportunities, and the locations and times of various training.
True Move provides iPhone support services in Thailand through its iPhone Care Center. The Center aims to deliver great customer experiences through innovation, high performance technical skills, and a productive workforce. It handles inbound and outbound customer service through various contact channels. True Move focuses on personalized service, proactive communication, and ensuring first call resolutions. It emphasizes recruitment, training, motivation, recognition and career development to engage its customer service agents. The Center meets or exceeds key performance metrics like service level agreements and achieves high customer satisfaction ratings.
We propose unifying the HSBC brands in France to maximize the value of the CCF acquisition. This will clarify our identity for clients, staff, and partners as the World's Local Bank. The brand unification is estimated to generate €123 million in value by driving revenue through clear market positioning and reducing costs via economies of scale and efficiencies. We have already taken integration steps but must address remaining concerns from clients and staff to deliver real perceived value.
Pardot Elevate 2012 - Best Basic Practices for Drip NurturingPardot
This document provides an overview of drip nurturing best practices at KANA Software. It discusses how KANA divides its marketing organization and how the author supports online programs. It also shares key marketing statistics and outlines KANA's approach to moving prospects through the sales funnel via targeted nurturing campaigns, role and stage-based content, and a five-step process for setting up drip nurturing programs.
Copernica DM Summit 2012: Jeroen Ederveen - Online marketing in an internatio...Copernica BV
Hoe zet je gecentraliseerd online marketing programma's op in een internationale omgeving? Van awareness via engagement naar uiteindelijke conversie. Wat is de rol van e-mailmarketing in dit geheel? In zijn presentatie licht Jeroen aan de hand van een praktijkcase zijn visie toe.
Dit is mijn eerste presentatie op het seminar B2B Content Marketing (15-03-2011). Onderwerpen:
- Kennis als basis voor marketing: waarom is dat leuk en lucratief?
- Content marketing, wat is dat precies en wat heeft u er voor nodig?
- Contentcreatie, moeilijker én makkelijker dan u denkt
Meer omzet door lead generation met content
The document discusses the concept of total engagement marketing, which uses email as the backbone to combine online marketing methods and maintain continuous customer touchpoints. It advocates for using customer data and feedback to personalize outreach across the customer lifecycle, from awareness to retention. The goal is to engage customers, deepen relationships, and increase participation and trust through targeted communications.
This document provides a summary of events and programs occurring at Fort Drum in April 2012 related to military families. It includes information about classes offered through the Army Family Advocacy Program, the Exceptional Family Member Program special Olympics, the Relocation Readiness Program, and the Financial Readiness Program. It also lists the schedule of theater showings at the post, volunteer opportunities, and the locations and times of various training.
If you’ve found yourself on the defensive with clients who don't grasp why your work deserves approval, this webinar will help you learn techniques from creative director and content strategist, Vicki Wright. She will discuss why you should always show the best idea first, how to get useful feedback from your client and what to do if your client says no, so you can get to YES!
Webinar: Using Social Amplification to Get Your Brand HeardgShift
In this webinar, we reviewed social amplification and how you can use it to increase the exposure of your brand's digital marketing strategy.
We review:
1. What is social amplification and why is it important to your brand strategy
2. How to identify and engage influencers
3. Using digital events to build your brand authority and drive user engagement
4. How to manage promotions properly for social marketing
This document summarizes a presentation about developing strategic content campaigns and achieving outreach success. It discusses setting content goals around branding, traffic, and links. It then compares a viral campaign for a small business that became an internet meme to a large brand's viral campaign. Key lessons are to build links back to the original content source and ensure the website can handle increased traffic. The document also provides tips for evaluating influencers, developing an outreach strategy, and measuring campaign success based on leads and other metrics.
Gartner webinar social media analytics 23.10.2014Irene Ventayol
Virtually every modern marketer has a presence in social channels, and many use social listening tools to monitor what people say about their brands. Yet despite being a maturing discipline, social analytics remains stubbornly difficult and frustrating to apply. How much is a Facebook fan worth? Does it matter that your "net sentiment" is in the single digits? Your "share of voice" on Twitter is down this week – should you panic? This presentation focuses on the social analytics vendors, techniques, metrics and cases that can help you most.
This document outlines an agenda and presentation on writing effective creative briefs. It discusses why creative briefs are important, the current state of briefs, and five key elements that make a brief successful. These elements include providing the big picture context, clear business and creative objectives, insights about the target audience, and details on the competitive landscape. The presentation also provides five ways to ensure a brief is effective, such as being written concisely in a compelling manner that allows creative freedom. Exercises are included to help attendees practice writing briefs.
The document is a creative brief for a PayPal marketing campaign. It aims to clarify misconceptions that PayPal is only for online shopping and reiterate that it is a virtual wallet allowing users control over their money. The target audience is teenagers seeking independence but still supported by parents. The key insight is that teens find ways to earn money through jobs to feel independent while balancing responsibilities. The main message is that PayPal allows receiving money whenever and wherever. Opportunities include using PayPal as a communication channel between friends.
Red Bull aims to expand into the older adult market by targeting middle-aged men and women experiencing midlife crises who lack motivation. It positions Red Bull as able to give them the focus and energy needed to pursue their deepest desires by getting their "balls back" and finding direction and internal change. Red Bull claims to increase performance, concentration, reaction speed, vigilance, and motivation, making people feel more energetic and improving their well-being.
Nike is seeking to strengthen the brand image of their iconic Air Force 1 sneaker. They have been successful due to pioneering athlete endorsements and marketing trends. However, they now want to appeal to wider demographics by associating with values like courage and honor. Nike also aims to enhance their image around sustainability to appeal to environmentally conscious consumers. Their top competitors for shoes are Adidas, New Balance, and Puma, who sell similar athletic products. Indirect competitors include more fashion-oriented brands.
An idea collected from different sources in internet and hush-puppies website for creation of a creative brief which helps in product promotion and advertisement....
The document provides examples of creative briefs that outline key information for a design project. A brief typically includes the challenge, target audience, brand essence, strategy, execution details, parameters and more. The brief helps focus and guide the creative process to develop concepts that meet the client and project goals.
This document promotes Mel Taylor Media's online revenue solutions and seminars for local businesses. It provides testimonials from media companies that saw significant increases in new quarterly/annual revenue and new contracts after holding Mel Taylor's "Web 101 for Small Business" seminar. The seminar educates local businesses on online marketing basics in a non-technical way to help boost web sales. Mel Taylor is described as a charismatic speaker who is able to build attendees' web comfort and make complex concepts easy to understand. The document also lists some of Mel Taylor Media's popular web sales training programs for local media companies.
Using Email To Engage Users & Drive Product Innovation - A Ziff Davis Enterpr...WhatCounts, Inc.
The marketing and advertising industries are changing dramatically. One trend you will notice is how content marketing is evolving and becoming more and more engagement based. In this webinar, learn from leading IT-related magazine publisher, Ziff Davis Enterprise, on how their email program is changing engagement marketing. Peter Westerman, Ziff Davis Enterprise's SVP of Audience Marketing, will take you through all the best practices and steps they took to create quality content for their highly engaging and successful email programs.
In this webinar we’ll show you how Customized Machine Translation with human post editing can replace a standard translation workflow for documentation projects, saving you both time and money.
We will be joined by Kazuo Suzuki from Interactive Intelligence, a world leader in Contact Center software solutions, who we recently worked with to deploy a customized MT and post editing workflow, saving both time and translation costs.
In this 45 minute session you'll learn:
• How to identify areas where MT can make a dramatic impact
• The process of planning, training, testing and deploying MT engine
• The post editing process and how this affects output quality
• The benefits Interactive Intelligence gained through using MT
• How your business could benefit
To find out how MT is being used in real world applications by leading international businesses, register for our webinar today.
We’re facing a sad reality: 95% of products fail!
Unfortunately, it’s getting even more challenging these days, as transformations accelerate all around us.
So how should leaders go about their product development to maximize their chances of success?
There’s no magic framework for product success, but the proper preparation and sequence will go a long way.
In a nutshell, successful product teams know how to apply three fundamental principles:
● They know their target audience in and out.
● They develop a clear vision and mission.
● They align strategy with vision.
In this presentation, Tanguy Leborgne will help you deconstruct each of these three principles.
We’ll debunk major myths on customer research. We’ll dive into how to get deep customer insights. We’ll analyze some of the best company visions out there.
Finally, we’ll connect the dots by studying continuous product discovery and how it helps deliver the correct product.
Full of examples from world-class leaders and Tanguy’s own experience as an executive, this presentation will give any aspiring product leader the foundation for product success.
Inside eCommerce - Micksgarage Masterclass - April 15th 2014.John Walsh
April 15th 2014 - Dublin
www.insideecommerce.ie
@insideecommerce
Inside eCommerce has partnered with online retailers, MicksGarage.com, to share their experiences in Building for Scale Internationally.
This one day event will provide invaluable insights into the strategy, innovation and technical implementation behind creating a successful eCommerce offering. Six speakers from the company’s top management team including the two founders will give masterclass sessions focusing on key areas of the business. Attendees will learn over the course of the day how all these functions fit together to form a well oiled machine.
MicksGarage, car parts experts and now one of Irelands leading “eTailers”, was started 10 years ago in the bedroom of company founder, Mick Crean. Mick and his brother, Ciaran, now ship over 1000 products daily to more than 70 countries worldwide and employ 48 people in their Dublin headquarters.
Simon Melaniphy Business Mania Bournemouth University Talk 171110Refreshed Media Ltd
Refreshed Media Managing Director Simon Melaniphy gave a 1 hour talk to students at Bournemouth University's Business Mania Group on setting up and growing Refreshed
On September 20, 2012, Pacharee Pantoomano and Kittima Sethi the directors of Brand Now presented DIY Marketing and PR to a group at the Foreign Correspondent Club of Thailand. The session presented case studies showcasing different tools and tactics employed in marketing and PR. No copyright infringement intended in presenting the case studies. For more information, visit brandnow.asia.
The document summarizes DIY marketing tools and tactics presented by Brand Now directors. It discusses the 4 Ps of marketing, business and marketing planning, marketing tactics like halo effect, customer experience, and word-of-mouth marketing. Specific case studies from companies like P&G Old Spice, Virgin Atlantic, and Psy's "Gangnam Style" are provided to illustrate how these tactics can build brands through viral marketing and positive customer experiences.
4 Steps to Better Obtain and Nurture New B2B RelationshipsVivastream
This document provides a 4-step process for onboarding B2B customers: 1) Take it slow when starting conversations with prospects, 2) Use data wisely to engage and stay connected with prospects and customers, 3) Contact people on their terms based on their needs and buying cycle, and 4) Know when the right time is to close the deal. It emphasizes tailoring communications based on insights gleaned from customer data to move prospects through the sales funnel.
The document discusses strategies for marketing and business development in a changing media landscape. It notes that traditional media is declining while digital media and social networks are rising in importance. It then describes a tool called JMGLeadLogicTM that helps companies better manage sales leads through targeted email campaigns, lead scoring, and a dashboard to track campaign performance. The goal is to turn website clicks and responses into qualified sales appointments. Case studies show it can significantly increase the number of leads and sales opportunities companies generate.
If you’ve found yourself on the defensive with clients who don't grasp why your work deserves approval, this webinar will help you learn techniques from creative director and content strategist, Vicki Wright. She will discuss why you should always show the best idea first, how to get useful feedback from your client and what to do if your client says no, so you can get to YES!
Webinar: Using Social Amplification to Get Your Brand HeardgShift
In this webinar, we reviewed social amplification and how you can use it to increase the exposure of your brand's digital marketing strategy.
We review:
1. What is social amplification and why is it important to your brand strategy
2. How to identify and engage influencers
3. Using digital events to build your brand authority and drive user engagement
4. How to manage promotions properly for social marketing
This document summarizes a presentation about developing strategic content campaigns and achieving outreach success. It discusses setting content goals around branding, traffic, and links. It then compares a viral campaign for a small business that became an internet meme to a large brand's viral campaign. Key lessons are to build links back to the original content source and ensure the website can handle increased traffic. The document also provides tips for evaluating influencers, developing an outreach strategy, and measuring campaign success based on leads and other metrics.
Gartner webinar social media analytics 23.10.2014Irene Ventayol
Virtually every modern marketer has a presence in social channels, and many use social listening tools to monitor what people say about their brands. Yet despite being a maturing discipline, social analytics remains stubbornly difficult and frustrating to apply. How much is a Facebook fan worth? Does it matter that your "net sentiment" is in the single digits? Your "share of voice" on Twitter is down this week – should you panic? This presentation focuses on the social analytics vendors, techniques, metrics and cases that can help you most.
This document outlines an agenda and presentation on writing effective creative briefs. It discusses why creative briefs are important, the current state of briefs, and five key elements that make a brief successful. These elements include providing the big picture context, clear business and creative objectives, insights about the target audience, and details on the competitive landscape. The presentation also provides five ways to ensure a brief is effective, such as being written concisely in a compelling manner that allows creative freedom. Exercises are included to help attendees practice writing briefs.
The document is a creative brief for a PayPal marketing campaign. It aims to clarify misconceptions that PayPal is only for online shopping and reiterate that it is a virtual wallet allowing users control over their money. The target audience is teenagers seeking independence but still supported by parents. The key insight is that teens find ways to earn money through jobs to feel independent while balancing responsibilities. The main message is that PayPal allows receiving money whenever and wherever. Opportunities include using PayPal as a communication channel between friends.
Red Bull aims to expand into the older adult market by targeting middle-aged men and women experiencing midlife crises who lack motivation. It positions Red Bull as able to give them the focus and energy needed to pursue their deepest desires by getting their "balls back" and finding direction and internal change. Red Bull claims to increase performance, concentration, reaction speed, vigilance, and motivation, making people feel more energetic and improving their well-being.
Nike is seeking to strengthen the brand image of their iconic Air Force 1 sneaker. They have been successful due to pioneering athlete endorsements and marketing trends. However, they now want to appeal to wider demographics by associating with values like courage and honor. Nike also aims to enhance their image around sustainability to appeal to environmentally conscious consumers. Their top competitors for shoes are Adidas, New Balance, and Puma, who sell similar athletic products. Indirect competitors include more fashion-oriented brands.
An idea collected from different sources in internet and hush-puppies website for creation of a creative brief which helps in product promotion and advertisement....
The document provides examples of creative briefs that outline key information for a design project. A brief typically includes the challenge, target audience, brand essence, strategy, execution details, parameters and more. The brief helps focus and guide the creative process to develop concepts that meet the client and project goals.
This document promotes Mel Taylor Media's online revenue solutions and seminars for local businesses. It provides testimonials from media companies that saw significant increases in new quarterly/annual revenue and new contracts after holding Mel Taylor's "Web 101 for Small Business" seminar. The seminar educates local businesses on online marketing basics in a non-technical way to help boost web sales. Mel Taylor is described as a charismatic speaker who is able to build attendees' web comfort and make complex concepts easy to understand. The document also lists some of Mel Taylor Media's popular web sales training programs for local media companies.
Using Email To Engage Users & Drive Product Innovation - A Ziff Davis Enterpr...WhatCounts, Inc.
The marketing and advertising industries are changing dramatically. One trend you will notice is how content marketing is evolving and becoming more and more engagement based. In this webinar, learn from leading IT-related magazine publisher, Ziff Davis Enterprise, on how their email program is changing engagement marketing. Peter Westerman, Ziff Davis Enterprise's SVP of Audience Marketing, will take you through all the best practices and steps they took to create quality content for their highly engaging and successful email programs.
In this webinar we’ll show you how Customized Machine Translation with human post editing can replace a standard translation workflow for documentation projects, saving you both time and money.
We will be joined by Kazuo Suzuki from Interactive Intelligence, a world leader in Contact Center software solutions, who we recently worked with to deploy a customized MT and post editing workflow, saving both time and translation costs.
In this 45 minute session you'll learn:
• How to identify areas where MT can make a dramatic impact
• The process of planning, training, testing and deploying MT engine
• The post editing process and how this affects output quality
• The benefits Interactive Intelligence gained through using MT
• How your business could benefit
To find out how MT is being used in real world applications by leading international businesses, register for our webinar today.
We’re facing a sad reality: 95% of products fail!
Unfortunately, it’s getting even more challenging these days, as transformations accelerate all around us.
So how should leaders go about their product development to maximize their chances of success?
There’s no magic framework for product success, but the proper preparation and sequence will go a long way.
In a nutshell, successful product teams know how to apply three fundamental principles:
● They know their target audience in and out.
● They develop a clear vision and mission.
● They align strategy with vision.
In this presentation, Tanguy Leborgne will help you deconstruct each of these three principles.
We’ll debunk major myths on customer research. We’ll dive into how to get deep customer insights. We’ll analyze some of the best company visions out there.
Finally, we’ll connect the dots by studying continuous product discovery and how it helps deliver the correct product.
Full of examples from world-class leaders and Tanguy’s own experience as an executive, this presentation will give any aspiring product leader the foundation for product success.
Inside eCommerce - Micksgarage Masterclass - April 15th 2014.John Walsh
April 15th 2014 - Dublin
www.insideecommerce.ie
@insideecommerce
Inside eCommerce has partnered with online retailers, MicksGarage.com, to share their experiences in Building for Scale Internationally.
This one day event will provide invaluable insights into the strategy, innovation and technical implementation behind creating a successful eCommerce offering. Six speakers from the company’s top management team including the two founders will give masterclass sessions focusing on key areas of the business. Attendees will learn over the course of the day how all these functions fit together to form a well oiled machine.
MicksGarage, car parts experts and now one of Irelands leading “eTailers”, was started 10 years ago in the bedroom of company founder, Mick Crean. Mick and his brother, Ciaran, now ship over 1000 products daily to more than 70 countries worldwide and employ 48 people in their Dublin headquarters.
Simon Melaniphy Business Mania Bournemouth University Talk 171110Refreshed Media Ltd
Refreshed Media Managing Director Simon Melaniphy gave a 1 hour talk to students at Bournemouth University's Business Mania Group on setting up and growing Refreshed
On September 20, 2012, Pacharee Pantoomano and Kittima Sethi the directors of Brand Now presented DIY Marketing and PR to a group at the Foreign Correspondent Club of Thailand. The session presented case studies showcasing different tools and tactics employed in marketing and PR. No copyright infringement intended in presenting the case studies. For more information, visit brandnow.asia.
The document summarizes DIY marketing tools and tactics presented by Brand Now directors. It discusses the 4 Ps of marketing, business and marketing planning, marketing tactics like halo effect, customer experience, and word-of-mouth marketing. Specific case studies from companies like P&G Old Spice, Virgin Atlantic, and Psy's "Gangnam Style" are provided to illustrate how these tactics can build brands through viral marketing and positive customer experiences.
4 Steps to Better Obtain and Nurture New B2B RelationshipsVivastream
This document provides a 4-step process for onboarding B2B customers: 1) Take it slow when starting conversations with prospects, 2) Use data wisely to engage and stay connected with prospects and customers, 3) Contact people on their terms based on their needs and buying cycle, and 4) Know when the right time is to close the deal. It emphasizes tailoring communications based on insights gleaned from customer data to move prospects through the sales funnel.
The document discusses strategies for marketing and business development in a changing media landscape. It notes that traditional media is declining while digital media and social networks are rising in importance. It then describes a tool called JMGLeadLogicTM that helps companies better manage sales leads through targeted email campaigns, lead scoring, and a dashboard to track campaign performance. The goal is to turn website clicks and responses into qualified sales appointments. Case studies show it can significantly increase the number of leads and sales opportunities companies generate.
Content Strategies Proven to Convert LeadsSalesEngine
To create an effective content strategy, a company needs: targeted messaging, defined buyer personas, consistent delivery, and tons and tons of content. Paul Rafferty, CEO of Sales Engine International, outlines the essential components of an effective content strategy proven to convert leads.
Designing & Executing Channel Marketing Campaigns for SMB PartnersWill Gibney
eCoast & SiriusDecisions - Designing MDF programs for SMB Channel Partners
-How leading vendors setup & manage channel marketing programs
-What partners want in a vendor focused campaign
-The critical factors in building a partner marketing portal
-Which types of campaigns are most effective in generating pipeline
EPIC Response provides customer engagement consulting services to help companies address common problems like retaining customers, reducing costs, adapting to new technologies, and selecting the right contact center partners. They offer four macro solutions - lowering costs, driving loyalty, improving multichannel customer experiences, and improving client-partner communication. EPIC evaluates clients' needs and provides strategic recommendations, helps optimize technologies, and develops customer experience strategies. They also take the guesswork out of outsourcing by screening partners, negotiating deals, and providing program oversight to ensure long-term success. EPIC's proven methodology helps clients avoid outsourcing pitfalls by aligning them with the right partner based on their specific industry, functions, channels, geography, size, pricing
This presentation was given at a Markedu marketing web seminar presented to marketers from more than 20 countries.
The title Power Up Your Direct & Digital Marketing is also the name of a workshop/seminar which Markedu intend to bring to a number of cities in Europe and the Middle East in 2012.
The speaker is Michael Leander - an accomplished international marketing expert, trainer and speaker. He has presented current marketing topics to professionals in more than 35 countries.
The Power Up Your Direct & Digital Marketing event format is focused at bringing direction to focus on the many areas of marketing that are often neglected.
In this web seminar presentation Michael Leander covered only bits and pieces of what attendees at one of the workshops in the physical space will experience.
This document provides a summary of a web seminar on powering up direct and digital marketing. The seminar covered topics like focusing on fundamentals over new trends, dealing with communication overload, using walk-in-the-park website techniques, customer profiling, web analytics, and multichannel marketing. It also included tips on setting objectives, driving traffic, converting visitors, testing calls to action, and acquiring the right customer data.
This slide deck goes along with an on-demand webinar that can be found at http://email-marketing.pinpointe.com/webinar-create-email-plan-for-funnel-ristow
In these slides you see how to create an integrated email marketing plan that addresses all objectives in your sales and marketing funnel – from building brand awareness and nurturing the lead to converting the business.
This interactive and collaborative session will explore how some innovative organizations are engaging with and training the channel faster and with more impact. You will learn how two technology companies and the leading single-cup coffee system maker used analytics to understand learning behavior to adjust and improve their training efforts practically in real time. Hear how these same organizations created a 2-D learning community to allow easy access to content, subject matter experts and peers. You will also get input from the audience to hear other best practices used in other industries.
EPIC Response provides customer engagement consulting services to help companies address common problems like retaining customers and reducing costs. They offer four macro solutions - lowering costs by analyzing inefficiencies, driving loyalty by improving customer experience, adapting to new technologies, and improving communication between clients and contact centers. EPIC has full capabilities across strategic planning, technology optimization, customer experience strategy, and identifying cost savings. They take the guesswork out of outsourcing by screening providers, negotiating rates, and providing program oversight to ensure long-term success.
This document summarizes a webinar about lead nurturing presented by HubSpot and ProofreadNOW. It discusses what lead nurturing is, how ProofreadNOW implemented a lead nurturing program using HubSpot, and the impact it had on traffic, leads, and ability to manage growth. It also covers some challenges faced and lessons learned, such as not waiting to launch campaigns and periodically reviewing campaign metrics to make improvements. The webinar agenda included discussing what lead nurturing is, how ProofreadNOW implemented it, the impact of inbound marketing and nurturing, and challenges and tips.
2. Introduction to Our Webinar Series
Part 4 of our “Motivated Marketer Webinar Series”
Creating the Perfect Email
GOAL: To provide you with an understanding and recommendations for
creating and delivering exceptional email.
Rest of Webinar Series:
#5 in June The Myth of 100% Deliverability – Realistic Deliverability Expectations
#6 in July Performance Measurement & Advanced 1-to-1 Practices
Info at http://www.premiereglobal.com/emarketing/resource-center/webinars.asp
2
3. Introduction to Our Presenters
From PGiMarket’s Andy McCartney
VP of Strategic Services
Strategic Services PGiMarket Strategic Services
Premiere Global Services
Team:
Lindsey Secord
Manager, Production Services
PGiMarket Strategic Services
Premiere Global Services
Sara Johnides
Senior Creative Specialist
PGiMarket Strategic Services
Premiere Global Services
3
4. Today’s Webinar: Agenda
Introductions
Part 1 – What is a Perfect Email?
Incorporating 1to1 Principles in Email Programs
Part 2 – The Process
Understanding/Optimizing Campaign Workflow
Part 3 – Email Creative & Design Practices
Goals, Creative Brief & Email Design Principles
Part 4 – Production thru Delivery
Coding, Optimization, Testing, Scheduling & Throttling
Enabling Perfect Emailing via Outsourcing
Q&A
4
5. Premiere Global’s Email Experience
PGiMarket ESP Stats Premiere Global Services Stats
• 6,000 email customers • $630 million in revenues
• 1 billion emails sent per month • 95% of the Fortune 500
• Wide range and sophistication • 55,000+ customers
of worldwide customers • 61 cities, 24 countries
5
7. A Perfect Email? Is there Such a Thing?
What Constitutes
“The One”
• It caught my attention
• Professional, neat design
• It is currently of interest
• I trust/respect the sender
• I learned something new
• Like the personalized content
“The One” • Great timing for my needs
So What’s the Formula?
Perfect Email = Perfect Design + Perfect Blend of Content
All we need is perfect information and perfectly repeatable creation process!
7
8. It Starts with Strategy & ‘1to1’
• 1to1 Marketing Origins: The “Old Way”
• Difficult with Traditional Mass Media Marketing
• 1to1 Marketing enables personalized
interactions on a massive scale
• Creates Dramatic Lift when applied to Email
Conversion Rates of 1to1 Campaign
Types as compared to ‘Broadcast’
Triggered 210% lift
Life Cycle 254% lift
1to1 Attempts to
Targeted 245% lift
Create the Near
Clickstream 355% lift Perfect Email
Source: JupiterResearch Executive Survey (3/05), n = 236 (e-mail 8
marketers that currently use/plan to use at least one campaign, US only)
9. 1to1 Marketing Reference Slide
Takeaways:
• Email marketers must go beyond Broadcast campaigning
• Aggregate increase in net profits from Triggered, LifeCycle,
Targeted and Clickstream is 18 times more than from Broadcast
• Production needs, skills and resources will likely increase with
more sophisticated campaigning
9
11. Principles of 1-to-1 Marketing?
1. IDENTIFICATION
How well do you know your
customers/subscribers?
2. DIFFERENTIATION
Can you differentiate customers based
on their value to you and their needs from you?
3. INTERACTION
How well do you interact with your customers?
Can you scale & automate message creation & delivery?
4. MEASUREMENT
How well does your company refine its email
marketing programs based on feedback/analytics?
12. Strategy Conclusion
Commit to 1to1 principles/practices, and apply them to
the campaigns that are right for your organization
Targeted Lifecycle Transactional Clickstream
Now on to the
Process
12
14. Process Overview
Idea for Campaign Data/Segments
‐ Purpose? Recipient Lists Design Messages (creative)
Refinement
Post Delivery Delivery, Scheduling
Reporting & Analysis Throttling Coding, Test & Optimization
14
15. Production Process - BEFORE
Benchmark the speed and quality of your overall process
15
16. Production Process - AFTER
After Process Analysis and Streamlining
Efficiency Keys
• Reduced # of steps
• Reduced # of 3rd parties
• Standardized templates
• Standardized process & procedure
• Superior consistent quality
Speed Improvement
• Previous speed benchmark =
2 weeks per mail
Production Cost Saving • Current speed benchmark =
Annual production savings: 24 hours [excluding creative]
Estimated Hours: 4,760 2-3 days [including creative]
Est. value: $446,000
16
18. Before we Jump to Creative
Gauge Where You Stand Are you a
broadcaster?
Master of 1to1
marketing?
Somewhere in
between?
Get a baseline & move the needle toward the perfect email!
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19. What is Email Creative?
What is Creative?
Creative refers to visual design of an email template.
This can include, but is not limited to:
- The Creative Brief
- Design
- Copywriting
- Logo Design
The Creative Process
Step 1: Creative Brief
Step 2: Concepting/ Comps
Step 3: Client Review and Concept Selection
Step 4: Chosen Concept Revised
Step 5: Client Review of Revised Creative
Step 6: Approved Comp(s) Sent to Production
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20. The Creative Brief: Starting
the Creative Process
It All Begins with the Creative Brief:
The brief is a multi-question document that:
- Determines the objectives of the program
- Helps establish expectations and timing
- Establishes a brand look, feel and tone
- Identifies mandatory elements and personalization/conditions
to be included
- Identifies the deliverables, timing and expectations
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21. Elements of Email Creative:
The Header
Header Content:
Make sure your logo is not too big and that there isn’t unnecessary white space
surrounding it. It should be easy to see/read and link to the
company’s website
This is where your pre-header snippet would go, as well as some housekeeping
links, such as a microsite link, view in handheld and whitelisting link
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22. Elements of Email Creative:
The Navigation
Navigation Content:
-Dedicated area for links that mirror your website
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23. Elements of Email Creative:
The Body
Body Content:
-The meat of your
message
- Insert CTA link
towards the top
- If it is a newsletter,
consider adding a
left or right rail and
a table of contents
Navigation:
-Dedicated area for links that mirror your website
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24. Elements of Email Creative:
The Footer
Footer Content:
-Housekeeping links:
Unsubscribe, F2F,
Contact Us, Physical
Mailing address
-Keep small in size
and a neutral color
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25. Elements of Email Creative:
The Finished Product
The Perfect Email
-Targeted, relevant messaging directed to the right target audience
-When using a template, utilize dynamic content to further target your markets
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26. Real Life Examples
Ariba:
• Ariba is a leader in Spend
Management solutions
• Message is targeted to small to
medium businesses
• Nice, thin header with visible, easy-to-
read logo
• Prevalent CTA towards the top of the
message
• Nice use of right rail to give more
details on the event
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27. Real Life Examples
Hartmann:
• Hartmann is a high-end travel goods
retailer
• A look that mirrors the website
• Good use of white space
• Coded for images being suppressed
– both navigation and buttons
• This campaign was the strongest
performer of 2009 for Hartmann.
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28. Real Life Examples
GEICO:
• GEICO is a leading auto
insurer in the US
• This is an email designed for a
re-engagement campaign
• Simple, clean design
• Eye-catching Image that is
brand specific
• Prevalent CTA button and light
text that is broken up and
manageable to read
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29. Creating the Perfect Email
Part 4
Production thru Delivery
• You Have your Strategy, Segments,
and Campaign Types
• You Have your Photoshop Files
What’s next?
29
30. Transitioning Creative to
Production
Production = The Coding of
Creative
• HTML Coding and
Optimization
• Dynamic content
• Email Rendering Testing
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31. Production: HTML Tips…
Coding Buttons
• No image-only buttons!
• Code using HTML text on a background image.
• Always back-up background images with a similar background color.
Email tips for web designers
• Width: 600-700 pixels
• Above the fold: top 300 pixels
• Code for lowest common denominator:
– Avoid Flash, JavaScript, CSS
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32. Production: HTML Tips…
Alt Tags
• Include a relevant alt tag in all relevant and Call to Action images.
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33. Production HTML Tips…
Text to Image Ratio
• Keep it as low as possible to improve
rendering when images are
suppressed.
• Reduces potential to be caught in a
Spam filter.
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34. Production: HTML Tips…
Style Sheets
• No CSS!
• Use tables to control layout and spacing.
• Back-up inline styles where possible:
<font face=” Arial, Helvetica, sans-serif” size=”2” style=”font-size: 12px”>
Figure 1a: Big Rick’s Barbeque message created using CSS, Figure 1b: Big Rick’s Barbeque message
prior to email send. as rendered in the inbox. The CSS has
been stripped, causing loss of formatting.
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35. Quality Assurance Checklist
• Adjust your production timeline to allow for testing and review period.
• READ your email copy, don’t just spell check.
• Don’t let your images convey your message.
• Create and maintain a Quality
Assurance (QA) checklist.
• Request a peer review.
• Test for rendering and deliverability
across multiple browsers and mail
readers.
• Keep a code library.
• How compliant are you?
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36. W3C Validation - http://validator.w3.org/
• DOCTYPE: HTML 4.01 Transitional
• Correct Character Set / Encoding
• Include <HEAD> tag
• Relevant <TITLE> tag
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38. Testing your Perfect Email
Quick and Easy A/B Tests
• Subject Line Test!
• Delivery Day/Time Refine!
• From Name
Repeat!
• Graphics
• Layout – Left rail vs. right rail
• Call to Action
• Personalization – Does including a salutation get more Opens?
10% 10% Remainder
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39. Delivering the Perfect Email
Scheduling
• Schedule your campaign at least 1 hour out from selected delivery time
• Seed yourself on your lists
Reasons to Throttle for Larger Mailings 1mm+
• Avoid ‘All-at-Once’ surge to ISP’s that may delay and discard your messages
• Spreading email over time establishes higher reputation
• Allows you to stop further messages if you encounter problems
• Perfect for A/B testing
• Distributes complaints and lowers your complaint ratio
• Allows to manage hits to call center
Check out next webinar for
an in-depth analysis of
Deliverability & Myths!
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41. Do You Have the Resources?
Market Changes
• Tough economy, marketing headcount reduction
• More orgs turning to email from other marketing channels
• More competition in the Inbox, more reason for 1to1
Outsource? 1to1 requires more effort, and specialist skills
• Advanced campaigning usually requires more production
• Which aspect of your email lends itself to outsourcing?
Event Promotions Marketing Activities Email Production Services
Web Conferences Outsourced Email Campaigns: Partial/Complete Outsourced Email
Virtual Event Promotion Loyalty, Retention, Lifecycle, Function – Design, Create, Test,
Acquisition & Lead Generation On‐boarding, Re‐activation Deploy, Monitor
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42. Your Strategy, Outsource just the
Production Component?
• Focus on the strategic, select an experienced 1to1 ESP
services provider to focus on the tactical, & under SLA
• What’s the operating model? SEGMENTED/CUSTOMIZED EMAILS:
Invitations / Follow ups
Promotions: Up‐Sells / Cross‐Sells
Acquisition / Retention
Newsletters / Branding
You Provide Input Reactivations
• Goals/Targets Drip / Lifecycle
• Requirements
• Branding/Creative
• Mailing List/Segments
Optimal Rendering on all Email Readers:
Maximize Deliverability
Authentication, Monitoring, ISP Relations
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Recovery from Blacklisting, Certification
43. Conclusions
Is the Perfect Email Possible?
5% 25%
0%
1% 100%
10%
Click Thru Rates
Conversions
Move Your Needle:
Consider your strategy & 1to1 practices Consider your creative and design
Consider your campaign types Consider your production and test
Consider your workflow process Consider getting help with workload
43
45. Next Webinar
“The Myth of 100% Deliverability – Realistic
Deliverability Expectations”
June 25th, 1pm Eastern
– I’ve been promised 100% Deliverability
– Long-lasting myths of Deliverability
– What should I expect from an ESP partner?
– Shared Deliverability responsibilities of senders and your ESP
– The future of Deliverability
Info at http://www.premiereglobal.com/emarketing/resource‐center/webinars.asp
45
46. Want More Information?
You will receive an email with links to:
A recording of this session
A copy of this presentation
strategy@PremiereGlobal.com
www.premiereglobal.com
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