The document outlines two approaches for marketing the xyz product, focusing on triggered emails. The first approach educates viewers on triggered emails and their benefits, while the second presents xyz as a solution to common email marketing challenges. Various concepts are suggested for each approach, emphasizing how xyz can enhance customer engagement and ROI through effective email campaign management.

1. XYZ Product
Suggested options for AV concept

2. Approach – 2 options
First approach – Informational
In this approach, we assume that the viewers
are not aware of triggered mail (and its
benefits). Hence the AV will first “educate” the
viewers on triggered emails and their
potential. We then introduce XYZ as the best
product in the market for planning and
managing triggered mails to obtain great ROI.
Second approach – Solution
In this approach, we assume that the viewers
have knowledge of triggered mail (and its
benefits). The AV will first highlight the
challenges in exploiting full potential of
marketing emails and then introduce XYZ as
the best “solution” to overcome those
challenges for gaining optimum ROI.
The following options for approach are only for the presentation of the information.
The suggested benefit and ROI based approach to market the product will be
applied, irrespective of which of the following approach is used.

3. Suggested concepts for the first approach
Educating the viewers on benefits of triggered mails and how XYZ
can help draw maximum benefits from triggered mails and hence
increase ROI

4. Concept 1 – Straight representation of the narration (no story used)
The animation will be a visual illustration of the narration,
which will be simple and straightforward. For e.g., in the first
part if we say something in line with – “Triggered campaigns
allow you to respond in real-time to particular actions of your
customer, like clicking on emails, webpage visits, signups,
purchase, etc, thus enabling you to send relevant, timely and
personalized messages, which are far more likely to
engage/re-engage customers than your standard impersonal,
and often irrelevant, marketing e-mails.”
The visual illustration will simply depict the above without
any story.
Provides information in two parts using relevant props. First part will educate the viewers on
triggered mails and their immense potential. Second part will introduce XYZ as the best tool to
efficiently plan and manage triggered mails for a greater ROI, without the need to invest in
creating the infrastructure.

5. Concept 2 – Challenges of an email marketing manager
The animation will introduce a marketer whose job is to increase online
customer engagement (and hence revenues from online marketing efforts)
through marketing communication like emails. This marketer first shares his
many challenges/frustration, from ensuring that his marketing communication
doesn’t end up in recipients' spam folders to getting the recipients to open
these mails.
He then tells viewers about how he discovered triggered mails upon completing
a transaction online. He then shares his (acquired) knowledge on triggered
mails and their immense potential as a marketing tool.
He then speaks about XYZ, a cloud based delivery engine, which has helped him
in intelligently planning and managing his triggered mails without the need to
invest on building the infrastructure.
Here a marketer narrates his experience and reasons for switching his focus
from sending out regular standard marketing emails, which failed to bring
desired revenues, to triggered mails (using XYZ) for enhanced customer
engagement, retention and hence ROI.

6. Concept 3 – From a customer’s point of view
The animation will be in two parts:
• First, where a consumer shares his
experience/thoughts.
• Second, where we advise/suggest
the viewer (your target customer)
on how XYZ can help them meet
the expectations of their
customers, thus bringing them
greater ROI.
Here we show how a consumer “treats” a standard marketing mail that is neither personal nor
relevant. They also speak of what type of communication they would like to receive and when.
We all are consumers and hence the viewers will be able to relate to it.

7. Suggested concepts for the second approach
Presenting XYZ as the best solution to planning and managing
triggered mails (campaigns) for higher ROI

8. Concept 1 – Dedicated email delivery agent
We introduce a dedicated email delivery agent that:
1. Ensures high inbox delivery rates (we tell them how – ISP
monitoring, monitoring email reputation, providing dedicated IP
address, etc).
2. Can be instructed to follow specific rules for delivering different
trigger mails.
3. Monitors recipient's action with the delivered mail to keep a log
of activities.
4. Provides real time reporting of recipient's actions.
5. Provides actionable real time analytics allowing senders to
improve their communication.
6. Is able to clone/multiply itself to create required number of
dedicated email delivery agent to handle large volume of mails.

9. Concept 1 – Email workshop/factory/sorting room
We show how the “perfect” triggered mail is created inside this Email
workshop. A workshop manager explains the entire process (with
benefits):
• He shows when a request for triggered mail is received.
• He speaks about adhering to the “rules” specified by client in
sending the response emails.
• He then takes us through the process of “authentication” (dedicated
IP address, ISP monitoring, etc) of the emails to ensure high inbox
delivery rate.
• He then shows what happens once the emails are delivered. He
takes us through the “monitoring panel”, where every action of the
recipient is tracked in real-time and reported to the client. He also
explains how real time analytics helps in improving their responses.
• He also shows the capacity of the workshop to handle any volume
of work.

10. Are you just sending out regular standard marketing mails or are you also being responsive?
Are your mailers engaging your customers at a personal level?
Is the message relevant to your customer?
Are you sending your mailer at the right moment?
Even with the right content and timing, are your mailers reaching your customer’s inbox?
Concept 3 – Thought provoking
Are your marketing emails failing to engage your customers?
Are you struggling to reengage your online customers?
Are you failing to generate new leads through your marketing mails?
Are your email marketing campaigns failing to bring expected ROI?
We begin the video by raising few thought provoking questions, which the viewers can relate to:
We again make them think on the reasons why their marketing mailers might be failing to produce
desired results:
Once we have the viewers’ attention, we then introduce XYZ as a solution and
explain the product functionality and benefits.

12. End of presentation
Thank you