INNOVATIVE WORKFORCE: Rise of Smarketing & MarTechTim, Melissa, Sheri, Emily, David, DJSigma Theta Tau International

INDIVIDUALLY THEY'RE GOOD —together they’re great!

Peanut Butterand Chocolate

Cookiesand Milk

Information Technologyand Marketing

Establishes roles for each organizational email campaign and product

Works together to reduce the gray areas and uncertainties of campaigns and products

Eliminates departmental silos

Creates SOPs and KPIs

WHAT DOES MARTECH DO?

THE RENEWAL EMAIL SERIESThe STTI MarTech Team Comes Together

THE RENEWAL EMAIL SERIESPrologue — A Brief History of a Labor-Intensive Email Campaign

The Renewal Series consists of five code-heavy and nonresponsive email messages.

Email lists are manually pulled and individually segmented for each message.

Each email is manually deployed on a certain day of the month, requiring staff presence.

Campaign goals and objectives are not consistently measured and evaluated.

THE RENEWAL EMAIL SERIESA Call for Help

Last year, Renewal Series click-through rates became stagnant; the messages had not been updated in five years. There was a request to redesign the series in hopes of better open and click-through rates.

The IT and Marketing departments realized that this was an opportunity to streamline manual processes, and the MarTech team was formed to facilitate changes to the email campaign through collaboration.

Marketing Lead

Web Designer

UX Expert

Data/Tech Lead

THE RENEWAL EMAIL SERIESWho Is on the MarTech Team?

The Marketing Lead: pulls/creates content for email messages.

enables dynamic segments and applies personalization.

prepares emails for deployment.

selects and adjusts the timing of delivery for email messages and recurring messages.

measures and tracks email analytics and goals.

THE RENEWAL EMAIL SERIESWho Is on the MarTech Team?

The Web Designer:

designs and builds responsive email layout using HTML and CSS media queries.

tests responsive HTML email layout in various browsers, devices, and email clients using Litmus.

sets up email templates in Blue Hornet.

THE RENEWAL EMAIL SERIESWho Is on the MarTech Team?

The UX Expert: generates ideas for user

interaction and conversion.

suggests use of special design elements, tracking codes, and landing pages for campaign optimization.

THE RENEWAL EMAIL SERIESWho Is on the MarTech Team?

The Data/Tech Lead ensures: one record of authority — AMS.

synchronized data, AMS to Blue Hornet.

that dynamic segments are set up correctly.

that the Email Preference Center displays accurate information.

THE RENEWAL EMAIL SERIESWho Is on the MarTech Team?

The MarTech team:

defines KPIs and SOPs for email campaigns.

collaborates on design, dynamic segments, personalization, and interaction ideas.

regularly evaluates and measures the effectiveness of email campaigns.

Adjusts email content and layout based on measured analytics.

THE RENEWAL EMAIL SERIESThe MarTech Team in Action

MarTech unites and: open and click-through rates increase

dramatically.

fewer mistakes happen because email lists are no longer pulled manually.

staff stress levels decrease.

12-16 hours of production time is saved each month with the renewal emails set up as recurring using dynamic segmentation.

THE RENEWAL EMAIL SERIESResults

Content Leader

Suzanne CarawanChief Marketing OfficerHighRoad Solution@suzannecarawan