incitrio: bluehornet - designing an email campaign with measurable roi
DESCRIPTION
Best Kept Secrets for Designing an Email Campaign with Measurable ROITRANSCRIPT
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Best Kept Secrets for Designing an Email Campaign with Measurable ROI
BLUEHORNET LIFECYCLE MESSAGING CONFERENCE
SAN DIEGO > MAY 2011
incitrio | 10951 sorrento valley road, suite 2c | san diego, california, usa 92121 | tel: 858.202.1822 | web: incitrio.com
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An Introduction to Incitrio
Incitrio was founded in 2004 to service the branding,
print design, web design, and online marketing needs
for businesses everywhere: B2B, B2C, and non-profit.
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Today’s Agenda
Today we will be learning three things:
1. How to leverage design within your email marketing campaign.
2. Innovative marketing tactics to increase conversion.
3. How to integrate email marketing within your online campaigns to maximize ROI.
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Incitrio’s Integration Philosophy
QuickTime™ and a decompressor
are needed to see this picture.
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Design Leverage: Mini Case StudiesA) Corporate Communication
• Nielsen Claritas, Marketing Newsletter
• Incitrio, Networker Newsletter
• FranNet, Corporate Newsletter
B) Event Promotion
• Blend San Diego, Event Promotion
• FranNet, Event Promotion
C) Special Offers & News
• Tachyon, Tradeshow Promotion
• Armada, Tradeshow Promotion
• Incitrio, Awards/Green Promotion
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Corporate: NielsenTarget:Marketers within US
Marketing Goals: Brand AwarenessSegmented DataEvent PromotionLead Generation
Specifications:Four separate department specific email newsletters targeted to different industry sectors. Full-Service email sends up to 100k per month.
Design Goals:Clean DesignEasy to Process Large Amounts of InformationDedicated Sections for Different Types of ContentFlexibility for Scaling ContentCompliance with National Brand Requirements
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Corporate: Incitrio NetworkerTarget:Marketing, Advertising, Printing, and Design Professionals in San Diego
Marketing Goals: Brand AwarenessCorporate PromotionPosition Company as Expert and Resource in San Diego
Specifications:One content-rich email newsletter sent bi-monthly. Contains all of the events in town within one email newsletter. Consistent open rate of 30% or higher.
Design Goals:Clean DesignSegmented Sections for Events Calendar and Job Openings
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Corporate: FranNetTarget:Prospective Business Owners and Entrepreneurs
Marketing Goals: Brand AwarenessPromote Client SuccessEvent TrafficGeo Targeting, SegmentationPosition as Expert
Specifications:Four versions of one content-rich email newsletter sent monthly to client database and strategic partner associations. Designed to specifically promote company as go-to authority in different markets.
Design Goals:Clean DesignEye Catching Buttons for Click Thru & Lead Generation
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Event: Blend San DiegoTarget:Marketing and Design Professionals
Marketing Goals: Event PromotionDrive Traffic to Site & Registration for Event
Specifications:One image-rich email message sent to client database and strategic partner databases. Campaign lasted 2 months with 8 email sends (1/wk) paired with a social media campaign to generate 120 attendees.
Design Goals:Event SubBrandFun, Accessible Online Invitation to RepurposeExtend Thru Full CampaignLead Generation
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Event: FranNetTarget:Prospective Business Owners and Entrepreneurs
Marketing Goals: Event BrandingMultiple Event PromotionDrive Traffic to Site & Registration for Event
Specifications:Four versions of one content-rich email message sent to client database and strategic partner databases. Campaign lasted 1 month with 6 email sends paired with a social media campaign to generate 50 attendees per event.
Design Goals:Clean DesignLead GenerationEvent Registration
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Promotion: TachyonTarget:High Level Engineers within Enterprise and Military
Marketing Goals: Drive Tradeshow TrafficSpecial Offer at Booth
Specifications:One concise, targeted email message sent to client/prospect database and to tradeshow attendee database (with permission). Campaign generated a 5% boost in tradeshow traffic.
Design Goals:Clean DesignSpecial FocusLead Generation
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Promotion: ArmadaTarget:Key decision makers within Construction industry
Marketing Goals: Drive Tradeshow TrafficTwo Special Offers at BoothIntegrated Campaign (direct mail, tradeshow graphics, flyer, and lead capture form)
Specifications:One concise, targeted email message sent to client/prospect database and to tradeshow attendee database (with permission). Campaign generated a 10% boost in tradeshow traffic.
Design Goals:Clean DesignLead GenerationPromote Special Offer to Increase Booth Traffic
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Promotion: Awards/GreenTarget:Marketing Professionals
Marketing Goals: Showcase AwardsEnhance Brand ValueIncrease Click ThrusInbound Linking StrategyImprove Google Page Rank
Specifications:One easy-to-read email showcasing design and green awards to promote sustainability aspect of firm to client/prospect database. Generated 35% in click thrus.
Design Goals:Clean DesignSpecial Sustainability FocusLead Generation
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Innovative Tactics: Mini Case StudiesA) Animated GIF Promotion
• Armada, Animated Holiday Card
• Incitrio, Animated Holiday Card
B) Video Integration
• ChannelCloud, Webinar Invite
• CRS, New Website Launch
• Incitrio, Client Testimonial Series
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Holiday Greetings: ArmadaTarget:Key Executives at Enterprise Level Corporations
Marketing Goals: Client Holiday Virtual CardExpress Brand PersonalityExplain TechnologyBuild GoodwillKeep Brand Top of Mind
Specifications:One fun, friendly e-holiday card sent to client/prospect database. Campaign was measured in goodwill and positive response from recipients to the piece.
Design Goals:Fun, Friendly DesignExplain Complex Concept in Easy to Understand Manner
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Holiday Greetings: IncitrioTarget:Marketing Professionals at Enterprise Level Corporations
Marketing Goals: Client Holiday Virtual CardExpress Brand PersonalityExplain TechnologyBuild GoodwillKeep Brand Top of Mind
Specifications:One fun, friendly e-holiday card sent to client/prospect database. Campaign was measured in goodwill and positive response from recipients to the piece.
Design Goals:Fun, Friendly DesignExplain Complex Concept in Easy to Understand Manner
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Video Integration: ChannelCloudTarget:Key Executives at IT VAR Companies
Marketing Goals: Brand LaunchExplain Complex TechnologyIncrease Click ThrusGenerate LeadsPart of Integrated Campaign (video, landing page, SEO)
Specifications:One smart, clean piece to introduce brand and simultaneously encourage webinar registration as a means of generating leads. Campaign experienced a 60% click thru rate and 90% webinar registration.
Design Goals:Clean DesignEasy to Process Information within Segmented Spaces
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Video Integration: CRSTarget:Key Executives at Enterprise Level Companies
Marketing Goals: Brand LaunchGenerate LeadsEnhance Google Page Rank of the WebsitePart of Integrated Campaign (video, landing page, SEO)
Specifications:One smart, clean piece to introduce brand and simultaneously encourage video viewing as a means of generating leads. Campaign generated 1% of database conversion to paying clients.
Design Goals:Clean DesignEncourage Click Thrus
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Video Integration: Incitrio
Target:Marketing Professionals at Enterprise Level Companies
Marketing Goals: Enhance Brand ValueBuild Credibility with Clients, Prospects & Referral BasePart of Integrated Campaign (video, landing page, SEO, social media)
Specifications:One smart, clean piece to enhance brand value, build credibility and increase conversion of client and prospect outstanding quotes. Campaign generated a 20% increase in sales (1 mo) over forecasted numbers.
Design Goals:Friendly, Accessible DesignClear Call to Action
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Integrated Campaign Design
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Branding: Analysis & Positioning
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Campaign PreparationWhen creating an integrated marketing strategy
and campaign, factors to consider:- Sales and marketing goals- Budget for campaign and required ROI- Assets available for leveraging across platforms- Timeline for campaign and milestones- Human capital required for successful execution and monitoring during life of the campaign
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Strategy: Campaign Positioning/DesignTarget:Marketing and Design Professionals
Marketing Goals: Event Promotion & RegistrationReposition Brand within Community
Components:Event StrategyBranding (Positioning)Logo DesignBrand Look for EventEmail InviteLanding PageEventbrite Registration PageSocial Media CampaignPrinted Lanyard Day OfFloor SignageExterior SignageGuest SpeakersMusic/BandAssociation Relationships
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Email: Eblast Design
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Website: Landing Page
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Web: Eventbrite
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AIGA: Association Promotion
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Facebook: Social Sharing
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Conversion: Goal Funnels
SAMPLE ONLY.
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Design: Event Lanyard
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Design: Exterior Signage
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Design: Interior Signage
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Results: Attendee Experience
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Campaign Results: MetricsCampaign Achieved Several Key Marketing Goals for the Client:- Enhance brand value- Reposition brand within community- Expand impression of capabilities- Generate 100 attendees (120 registered)- Create buzz within community
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Thank You!Now it’s time to start implementing. Have fun!
Angela Hill, President & Creative Directoremail: [email protected]
website: www.incitrio.comlinkedin: www.linkedin/in/incitriotwitter: @incitrio