More data on this topic available from:: Managing The Vendor Selection Process Daniel Kuperman, MBA PMP, Director of Marketing Quadrant Software, Inc. Monday, February 25, 2008
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Managing The VendorSelection Process
Daniel Kuperman, MBA PMP, Director of Marketing
Quadrant Software, Inc.Monday, February 25, 2008
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2
Quadrant Software
Leading document managementsolution provider for the IBM System i(iSeries / AS 400).
Provider of Paperless ProcessManagement Solutions.
Privately held, founded in 1990
HQ in Tampa, FL; Technical dept inBoston, MA.
Marketing dept comprised of 4 full time+ 2 part time employees.
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Our Challenge
Small department, big ambitionsResponsible for lead generation
In-house development of all collateral,print and online ads, coordination of tradeshows and events and email marketing
Purchased an email solution 5 yearsago and have outgrown it
Need for better segmentation
Need for better reporting
Problems with internal IT
Time-consuming process for creating andsending out emails
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‘Old’ Email Deployment Process
Average Effortper Year:
- 15 hours fornewsletter set up
- 100 hours forwebcast set up
- 12 hours fortrade show emailset up
Start
Email and landing page are developed ,
approved and ready to
be sent
Pre-determined
list segment is re-evaluated
based on recent mailing volume
Table is associated with specific email in
Email Software
Does the list
need to be
refined ?
Yes
No
Table is rerun and/or manually
appended to remove contacts
or segment (s)
Open tracking code is pasted into html source
code and field is selected for proper open rate
reporting
Write back tab is configured in order to
properly track how many emails were sent
2. Each link is then pasted into the
Click Through tab so the clicks can
be tracked
Campaign Name and Features
need to be
selected
HTML source code is
pasted into Email Software
Plain Text is pasted into Email Software
Email address , cc
address , database source, & unique id fields all need to be
selected
Message type , character set, from name , from ,
bounce , and reply to addresses , & subject line fields need to be filled out
Click Through
reporting is set up manually
1. Each hyperlink in the email is
copied to Notepad
Hard & Soft bounce reporting is manually set up , pop server field needs to be
filled out
Bounce POP
Account needs to
be tested
Misc tab needs to be
set up so that
summary report is
sent to specific email
address
Email send status tracked in Email Software
Email is tested and sent to Inbox for
review
Is there a
problem with
the send ?
Send out the email
to the listNO
Yes
Troubleshoot the
problem and retest
End
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The Eye-Opening Experience
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Goal for New Email Software
Reduce manual tasks in order toincrease team’s productivity
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Vendors Researched
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Revised Goals for Email Software
Reduce manual tasks in order toincrease team’s productivity
Improve the way in which wesegment our list in order to delivertargeted messages to our customersand prospects
Track responses and generateconcise reports that gives us a 360o
view of marketing campaigns, resultsand ROI
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‘New’ Email Deployment Process
Average Effortper Year:
- 15 hours fornewsletter set up
- 100 hours forwebcast set up
- 12 hours fortrade show emailset up
3
23
2
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Email Marketing Project
Problem
CurrentProcess
FutureProcess
FeaturesList
ROI
Sales Buy-in
PresentVendor
Selection
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Feature Comparison
Assign a weight for each feature
Must Have = 3
Nice to Have = 2
Don’t Care = 0
Compare each vendor’s featureagainst your usage of the feature
Doesn’t Comply = 0
Complies with modifications or additionalcustomization = 1
Complies fully = 2
Complies fully and beyond = 3
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VENDORSTOTAL
SCORE
TOTAL
WEIGHTED
SCORE
Vendor 1 16 26
Vendor 2 15 30
Vendor 3 11 24
Comparison Matrix
VENDORSA/B
Testing
Weighted
Score
Creation
of HTML
Emails
Weighted
Score
Auto-
creation of
Text emails
Weighted
Score
Reports on
Bounces
Weighted
Score
Segmentation
based on
multiple criteria
Weighted
Score
Conversi
on
Tracking
Weighted
Score
SPAM
index
W eighted
Score
TOTAL
SCORE
TOTAL
WEIGHTED
SCORE
Vendor 1 1 2 2 6 3 0 2 6 3 6 2 6 3 0 16 26
Vendor 2 2 4 3 9 3 0 2 6 1 2 3 9 1 0 15 30
Vendor 3 2 4 2 6 1 0 2 6 1 2 2 6 1 0 11 24
Weights
2
3
0
3
2
3
0
0 = Don't Care
2 = Nice to Have
3 = Must Have
Segmentation based on
multiple criteria
Conversion Tracking
SPAM index
Features
A/B Testing
Creation of HTML Emails
Auto-creation of Text
emails
Reports on Bounces
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Lessons Learned
Often times vendors do not know howto sell
YOU have to take control of theprocess and requirements
Clear requirements is imperative
Make sure you understand whatfeatures are must vs. nice to have
Get your team onboard – especially ifthey will be using the software
Get references and speak to them
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Additional Thoughts
Getting buy-in from Sales or otherdepartments may help build your caseAsk questions and get details from thevendors – make sure you match the answersto your processEven if using a ‘matrix’ to compare features,use good judgment and take intoconsideration the ‘soft’ characteristics of aproduct/companyTake control of the vendor selection processby:
Knowing what you wantAsking what you needUnderstanding how it all fits with your goals andprocesses
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Credits/Thank You
Daniel Kuperman, MBA PMP
Director of Marketing
Quadrant Software
813-971-9500 ext. 320
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24,000 Leads in 24 Days!
Niche Affiliate PartnershipMarketing Tactics
Chip Cummings, CEO
Northwind Financial Corp.
Monday, February 25, 2008
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Creating Successful Campaigns
Key to success in email marketing:
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Creating Successful Campaigns
Integrate online & offline strategies
Use audio and video techniques
Set up DEDICATED landing pagesand sites
Get specific “niche-affiliates” involved
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Case Study #1
Client:
Coldwell Banker Real Estate
Situation:
New development – Golf Course
Goal:
12 new sales in 21 days
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Case Study #1
Marketing Plan:
Event campaign with nearby Country Club
Niche Affiliates:
Country Club
Real Estate Agents
Mortgage Lenders
Golf Shops
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Case Study #1
Results:
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Case Study #2
Client:
Sprint Communications
Situation:
International Auto Show
Goal:
4000 Leads During Show
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Case Study #2
Marketing Plan:
Event Campaign
NASCAR Party
Online/Offline Campaign
Niche Affiliates:
Sprint Representatives
Automotive Companies
NASCAR Suppliers
Local Dealers
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Case Study #2
© 2008 MarketingSherpa Inc. This presentation is not for distribution. Thank you.
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Case Study #2
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Case Study #2
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Case Study #2
Results:
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Case Study #3
Client:
Large National Bank – Mortgage Division
Situation:
New Mortgage Leads – First-timeHomebuyers
Goal:
2000 Leads in 21 days
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Case Study #3
Marketing Plan:
Target Rental Communities
Use affiliate providers for access
Combine offline/online promotion
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Case Study #3
Grocery Store Campaign:
Niche Affiliates:
Grocery Store
Nearby Retail
Newspaper
Radio
Rental
Complex
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Case Study #3
Results:
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Affiliate Partner Strategies
Use creative text/html email
Dedicated landing pages
Custom landing pages for affiliatepartners
Use audio and video
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Affiliate Partner Strategies
INTEGRATE campaign with:
CD’s and/or DVD’s
Targeted Direct Mail
Conference Calls
Webinars
Specialized Events
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Affiliate Partner Strategies
Key to successful marketingcampaigns:
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Do You Stand Out From The Crowd?
© 2008 MarketingSherpa Inc. This presentation is not for distribution. Thank you.
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Credits/Thank You
Chip Cummings
Northwind Financial Corp.
616-977-7900
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Managing & IntegratingMultiple Vendors
Cori Mozilo, Interactive Marketing Manager
Cold Stone Creamery
Monday, February 25, 2008
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About Us – Kahala Corp
Portfolio includes 13diversified brands
Generating $1.1billion in system-wide sales
Nearly 3,000franchisees
More than 4,600retail locations inthe United Statesand worldwide
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About Us – Cold Stone Creamery
Founded in 1988 in Tempe, AZ, byDon and Susan Sutherland to offer theUltimate Ice Cream Experience®
#3 largest ice cream concept in theUnited States
More than 1,400 stores operating inthe U.S. and worldwide
Over 11.5 MILLION possibleCreation™ combinations
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Vendors – Why More Than One?
Expertise
Best in breed
Focused skill sets
Resources
Limited internal team
Budget and time limitations
Innovation & flexibility
Multiple perspectives
Combined abilities and experiences
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Vendors – Who They Are
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Vendors – What They Do
Santy
Promotion development
Creative direction
Cold Stone In-House Agency
Design support
Asset development
Asset management/trafficking
ExactTarget
Email creation
Email delivery
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Vendors – What They Do
Targetscope
Email design
Website design
Website maintenance
TopLine
CMS development
Systems integration
Technical management
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Process – How It Works
Ideation
Santy develops promotion
Design
Cold Stone creates overall design
Cold Stone creates supporting assets
Email/Interactive
TargetScope develops email
Supporting website elements created
Delivery
Email loaded into ExactTarget for delivery
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Process – Key Factors
Distributed project management
Internal project manager
• Cold Stone
• Vendor
Communication path
Single-point communication
Road maps and timelines
Scope determined at onset
Clear process and timeline
• Define requirements and deadlines
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Process – Internal Tracking
2008 CALENDAR SNAPSHOT
Month JANUARY FEBRUARY MARCH APRIL
Promotion CAKESFOR THE LOVE OF CHOCOLATE 02/06 - 04/29
Ghirardelli Promotion
Promotion Level* LEVEL 2 LEVEL 1
Homepage N/AFlash banner update with Ghirardelli productsHeader update with Chocolate Fantasy theme
My Cold Stone N/A Banner teasing online offers
Product Page(s) N/ACakes - Update for Ghirardelli cake, banner? (LTO)
Shakes - Update for Ghirardelli shake, banner? (LTO)Creation - Update for Ghirardelli creation, banner (LTO)
Coupon Page(s) N/A No National Offer
Landing Page N/A N/A
Promotions Page N/A Ghirardelli Product & Promo Information, Links to Coupon Page
About Us Page N/A Ghirardelli Promo Teaser
Press RoomCalendar
N/A Update w/Ghiradelli Promo Info
Email N/A February - Vday & Ghirardelli product
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Campaigns – Promotions
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Campaigns – Promotions
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Campaigns – Birthday Club
Launched January 2006
1.6M+ Subscribers & 2M+ BirthdayClub Members
Birthday Emails
60-70% open rates
40-50% CTR
Promotional Campaigns
40% open rates
10% CTR
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Campaigns – Birthday Club
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Campaigns – My Cold Stone
Collecting key dataName
Email Address
Password
Favorite Store
Phone Number
Mailing Address
Preferences
150,000+ newaccounts sinceJuly 2007
50% conversionrate for members
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Campaigns – My Cold Stone
Data to drivedynamic content
Favorites
Regional events &offers
Local store events &offers
Ultimate personalexperience for ColdStone ice creamlovers
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Future – Microsoft CRM Integration
Database driven messaging
Tie CRM database with email content
Automation
Reduce maintenance and redundancies
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Future – Microsoft CRM Integration
ExactTarget
Integrate current subscriber managementwith CRM database
TopLine
Manage technical integration of MS CRMand ExactTarget system
Santy and Cold Stone Creamery
Develop more personalized promotions
TargetScope
Create email elements for dynamiccontent
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Credits/Thank You
Kelly Morales and the ExactTarget team
Scott Johnson and the TopLine team
Lindsay Sullivan and the TargetScope team
Steve Koch and the Santy team
Heather Dorr and the Cold Stone Crew
And of course…
Ice Cream Lovers Everywhere!
Cori Mozilo, Cold Stone Creamery
480-362-4966
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Effective Strategies forMobile Messaging
Scott Pearson, VP Business Development
Nokia Interactive
Monday, February 25, 2008
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57© 2008 MarketingSherpa Inc. This presentation is not for distribution. Thank you.
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58© 2008 MarketingSherpa Inc. This presentation is not for distribution. Thank you.
4th screen or 1st screen?
Today:3.3bn mobile phones
1.5bn TVs
1.1bn PCs
2015:
5bn internet devices
Majority mobile
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‘The single most important medium thatpeople have is their wireless device … itis genuinely the convergence box thateveryone has been talking about for so
many years’
‘Agencies must create content so thatmobile phone users will be willing to seek
it out’
Andrew Robertson, CEO BBDO/Omnicom
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Need to resistseeing as just
a small PC
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Being mobile…
O F F L I N E E N G A G E M E N T
M O B I L E C O N T E N T
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WIDER REACH
TIGHTER
TARGETING
MORE
INTERACTIVE
INFORMATION
ENTERTAINMENT
PURCHASE
DEVICE
SOCIAL
PERSONAL
EXPRESSIVE
EVER
ACCESSIBLE
STORED ON
PERSON
ACT ON
IMPULSE
Mobile capabilities
ESSENTI
AL
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Messaging constraints
MORE INTRUSIVE
SMALL FORMAT
MOSTLY TEXT ONLY
LIMITED ATTENTION
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Channels
SMS: 160 characters, same font text
SMS WEB PUSH: Text link to an internet site
SHORT CODES: 4/5 digit numbers for user text in
MMS: Multimedia messaging, inc. animation, videoand long text (Carrier limitations)
EMAIL: Short format access to Web email
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Mechanics
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Best practices
Be relevant: person, time, place, purchasehistory
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Day before appointment
Opt-in and number collected when
appt made
UK NHS loses $800m+ peryear through missedappointments
Enpocket/Nokia trialsacross numerous officesshow text appointmentreminders reduce wastage8–40%
NHS challenge is internalimplementation
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Details of a meeting or event to have in hand
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Directions Approaching from London
2.
Directions
1.
From: Travelodge
Thanks for booking Travelodge Brighton. Arr: 9-06-06 Dep: 10-06-06Yr ref: BD9805Please click on the linkto view map/directions. Any queries call01273 56990.
Confirmation
From: Travelodge
Thank you for visiting TRAVELODGE. We value your feedback. How warmly do you feel about your stay? Please textback using a 0-10 scale (cold-hot).Thank you.
3.
Thank you/research
Hotel bookings and timely satisfaction monitoring
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Best practices
Be relevant: person, time, place, purchasehistory
Be brief: not a ‘reading’ medium, a‘snacking’ medium
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Best practices
Be Relevant: person, time, place, purchasehistory
Be brief: not a ‘reading’ medium, a ‘snacking’medium
Capture impulses: response, voting, text to win
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‘Text in’ is the simplest mechanic,capturing customer impulse forresponse off other media
All types of engagement and datacapture opportunities
ExamplesText to winText to voteText to registerText for detailsText your viewText to joinText for couponText for WAP URL
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Best practices
Be relevant: person, time, place, purchasehistory
Be brief: not a ‘reading’ medium, a ‘snacking’medium
Capture impulses: response, voting, text towin
Instantly reward: provide simple, quickgratification
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Super Bowl promotion to help launch 15new Pepsi can designs
4 mobile banner ads on Sprint portal in 5day lead up to Super Bowl
Ad mechanics:>click to download branded wallpaper>click to win tickets>click to view video of new can designs>click for live video updates of the game
4.65% average CTR (peak 11.5% CTR)
Wallpaper download more popular thanclick to win tickets (175,000 downloads)
More than 50% of clicks downloadedwallpaper
More than 60% of clicks viewed video
Pepsi
Goal
Solu
tion
Results
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Many ways to deliver instant customer reward/engagement
Examples
Click to view a video
Click to call a representative
Click to find your nearest store
Click for a gift idea
Click to download mobile content
Click for a coupon
Click to do a quiz
Click to enter a sweepstake
Click to spec out your new car
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Best practices
Be relevant: person, time, place, purchasehistory
Be brief: not a ‘reading’ medium, a ‘snacking’medium
Capture impulses: response, voting, text towin
Instantly reward: provide simple, quickgratification
Exploit unique features of mobile:always accessiblecall devicestored on personpersonally expressivecameragames and music on the go
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Use camera to upload picturesand/or video to screen or web site
Ideal for blogs, competitions,enhancing event sponsorships
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Drive traffic to BP gas stations via WildBean Café offer
Raise awareness of coffee offering
Build database for future activity
Text in to short code for unique SMScoupon
Go to any BP/Wild Bean Café and usecoupon to receive free coffee
Largest secure mobile coupon schemeto date (1,000 enabled stores)
Tens of thousands of voucher requeststo date
Response rates <10%
Redemption rates 5–10%
BP/Wild Bean Café
Goal
Solu
tion
Results
InboxThanks 4 yourentry. Readvoucher no. 123456to Wild Bean Cafécashier to get a freecoffee. Valid once,only ‘til Nov. 1,2006.Options Reply
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Vodafone MMS push
- 50% uplift in January games salesover December
- Almost doubled clicks on gameshome page the day MMS was sent
Campaign Aim: Increase traffic to,and sales of, games downloads onVodafone live!
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First music fansreceived messagesabout the gigs & howto win tickets
Then winners receivedscanable SMS barcodetickets for entry at thevenue
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Credits/Thank You
Scott Pearson, Nokia AdBusiness
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Dynamic Content for IncreasedLoyalty and Lower Costs
Marc Constantineau, Manager eCRM
Air Canada
Monday, February 25, 2008
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Introduction to Air Canada
Canada’s largest full-service airline
Largest provider of scheduledpassenger services in the Canada-UStrans-border market
Serves over 32 Million customers/Year
Over 170 destinations on 5 continents
A founding member of Star AllianceTM– the world’s most comprehensive airtransportation network
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Background to webSaver® email Program
3 yrs sending offers/collecting data
Weekly electronic newsletter
Canadian/French & Canadian/US
Growth in 2006 from 500K to morethan 1,000,000 subscribers
Key Metrics: Activity, Revenue – viaemail Beacons, Cost of Production
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Challenges
Allocating resources efficiently forproduction and deployment
Collecting complete and consistentsubscriber data
Integrating with other databases
Background to webSaver® email Program
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Special Considerations
Audience web-savvy
Audience skilled at usingnumerous online travel andtourism options
Background to webSaver® email Program
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Email Re-Design Objectives
1) Increase new process/technologyefficiencies – reduce time to create emails
2) Increase customer activity
Click-throughs by 10% at a time whenactivity is typically low
The number of visitors toAirCanada.com
Implement true “customer choice”
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Email Re-Design Objectives
3) Increase customer retention
Reduce unsubscribes by 20%
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Email Program Philosophy
Extension of Air Canada’s brandimperative:
“Customers need to have a choiceabout their flying experience”
The flying experience happens longbefore and long after the actual flight
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Email Program Philosophy
So…
Target product offerings for eachsubscriber
Provide each subscriber withcontrol
Maintain an ongoing dialogue withsubscribers
Learn and adapt to subscribers’evolving preferences
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Email Program Solutions
Fully dynamic template for modularpersonalized content
Targeted emails with increasedsubscriber relevancy and usability
Scalable template to evolve as theprogram gains complexity
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Email Program Solutions
Online creation toolset to speed upcreation process
A database that continually collects,analyzes and re-configures emailsbased on subscribers’ preferences
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Email Re-design
Integratedsubscribers’clickthrough andconversion patternsWire-framed to mapout designarchitecturePaper prototype toensure alignmentwith programobjectivesEmail designed tomaximize visualengagement andcomply with C.I.standards
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Email Re-design
Developed highlyintuitive “customerchoice tools”
Embedded in thenewsletter
Serve to bridgeto web-basedpreference centre
Subscribers cancontinuouslyrefine the type ofinformation theyreceive
EnlargedTop Portion
of webSaver®
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Email Re-design
Customers canCustomizeImmediately
Anchors based oneach subscriber’sprofile choice
Only the applicableanchors aredisplayed
“Edit mypreferences” linkeddirectly to onlinePreference Centre Top Header and Navigation
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Email Re-design
Further Adaptability
Contains up to 4
destination sections
Sections based on a
subscriber’s chosen
preferences
Subscribers can
choose sections
they want in email
Subscribers served
offers that match
their ‘preferred’
home airport
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Email Re-design
Collect Information
Submit Feedback…
• Subscribersprovide generaland specificcomments oncontent and userexperience
• Has identifiedactionable tasks
Did You Know…
• Provides generalinformation
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Email Re-design
Relevant Offers
Capability forads to reflectunderstanding ofkey segments
Ad area shrinksor expandsdepending onthe number of adspaces sold
Ad Placements
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Email Re-design
Configuring Email to
Subscribers
Configuration is
based on content
most valued – e.g. Up
to 4 preferred Air
Canada destinations
Text/offers not valued
are not shown
Demonstrates
understanding of each
subscriber’s
preferences
4 Preferred Destinations
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Dealing with Challenges
How to accomplish more emailmarketing success with the following:
Fewer people?
Increased volume of email?
Increased variation of messages?
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Dealing with Challenges
Easy-to-Use Back-End AdministrationTools
No HTML codingrequired…marketers can assembleand deploy
Designed in modules…easyadministration
Optimized coding…the time betweendeployment and delivery isdramatically decreased
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Results
Increase new process/technologyefficiencies
Target: Reduce time to createemails
Result #1: Reduced time to createemails by 50%
Result #2: Streamlinedresponsibilities for creating emailwithout additional hires
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Results
Objective: Increase customer activity
Target: Increase click-throughs by10% at a time when activity istypically low
Result #1: Increased click-throughsby 21% during low activity
Result #2: Dramatically increasedthe number of visitors toAirCanada.com
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Results
Objective: “Live the brand”
Target: Implement true “customerchoice” into the program
Result: Customer choice shaped –and continues to shape – emaildesign and offerings
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Results
Objective: Increase customerretention
Target: Reduce the number ofunsubscribes by 20%
Result: Reduced the number ofunsubscribes by 60%
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Key Lessons/Imperatives
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Key Lessons/Imperatives
Increase activity and engagement bygiving control to subscribers
Value is defined by relevance
Make every communication relevant
Relevance is different for eachsubscriber/user
Every interaction – or piece ofinteraction – can yield insights into atarget audience
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Key Lessons/Imperatives
Bottom Line:
A fully interactive email offering
requires a commitment to balancing
Technology, Brand Values and
Design.
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Credits/Thank You
Marc Constantineau, Air Canada
Program Re-Design Team
John VavaroutsosVP, Account Mgmt
Minaz NoormohamedDirector, Accounts
Denis ChernyavskyMgr, Development
Lisa KupovetskyAccount Mgr
Mark SnidermanMgr, Marketing
Communications
Maggie SimonettiMerchandising & email Mgr
Bobby DupontWeb Developer
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Information Security Proceduresand Privacy Protection
Michele Dow, Associate Marketing Consultant
Eli Lilly & Company
Monday, February 25, 2008
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CAN SPAM
Increased Privacy Needs
Technology has enabled customization toreach precise customer groups and elevatetargeting strategies
Consensual or permission marketing isbecoming more main stream and arequirement of CAN SPAM. Consumersexpect it.
Consumer information is personal and private
Email Environment Today
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Legal Environment
FTC Podium Speeches“Do what you say.”
“Must disclose all material uses of personal data orcould be deceptive.”
“Failing to have a privacy notice - could beprosecuted for ‘unfairness.’”
State Attorneys General
“What steps have you taken with vendors?” – NY
“We use the “ignorant consumer” standard – NY, CA
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Private – not known or intended tobe known publicly; intended for orrestricted to the use of a particularperson, group or class
Privacy – freedom fromunauthorized intrusionSource: Webster’s Dictionary, 10th edition
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Choice/NoticeAccessSecurity
Legal Environment
Many people/entities are telling companiesthat handle personal information how theymust do this
Attempting to respond to each varyingrequirement is extremely difficult and willbecome almost impossible
Key = establishing a program that setspolicy and operations at a level that willallow for agility
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Privacy Programand Email Marketing
Partnership-based
Drives compliance and“doing the right thing”
A greater understandingand ability to make
decisions
Required & important
Compliance
Stick CarrotVS.
How does this work at Lilly?Boards, stewards, formal and informal educationforums; 2-way consulting and conversation;making each other better
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Making It Personal
The Lilly Precedent:
FTC in the matter of Eli Lilly andCompany,
Docket No. c-4047, May 8, 2002
Eli Lilly and Company Assurance of Voluntary Compliance and Discontinuance with Attorneys General
of Eight States, July, 2002
The Disclosure:
Email sent to 669 individuals with email addresses of the addressees in the “to:” line
The Privacy Notice Claim:
“We respect the privacy of individuals whovisit this site.”
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Making It REALLY Personal
Commissioner Swindle during his meetingwith Lilly in January, 2002:
“Lilly is a fine and ethical Company and I
hold you in the highest regard. Because
of that, I have high expectations: that you
will treat consumers fairly, not just
because the law says you have to and
not just because it makes good business
sense, but because it is the right thing to
do . . . “
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Lilly’s Consent Decree
Lilly Precedent:
FTC Settlement – 20 years; StateSettlement – no termination
Make no misrepresentations
Create formal privacy program withappropriate oversight• 5 year retention of records
Create appropriate policies and proceduresto protect personal consumer information• Discipline is expected if policies are violated
Provide appropriate annual training
Audit privacy program annually - externalconsultant
Should sound very similar to OIG/HHSguidance
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Promises to Consumers
Each of the following claims from privacynotices should be supported by a “program”:
“We recognize the importance of protecting theprivacy of the users of our web sites”
“Any such information is held on a secure serveroperated by X company”
“We will not sell or rent personally identifiableinformation to any other third party without yourpermission”
“Personally identifiable information will not be sold,rented or exchanged outside of X Company unless theuser is first notified and expressly consents to suchtransfer”
“We will limit access to this information to those XCompany personnel with a need to know”
These apply to all operations unless explicitly limited – perFTC.
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Setting the bar and driving business –
but how?
61% feel that the amount of marketing and advertising isout of control and 65% feel constantly bombarded withtoo much marketing and advertising.
Press release, Yankelovich, Consumer resistance to Marketing reaches an all time high(April 15 2004)
80% (of consumers) believe corporations are tooconcerned about profits and not concerned enoughabout responsibilities to “environment” – employees,consumers, surroundings.
66% believe corporations will take advantage of thepublic if they believe they won't get caught.
63% believe even "well-known, long-establishedcompanies” cannot be trusted to make safe, durableproducts without government setting industry standards.
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Trust – the good news
The promise
More “information” about our customers will leadto delivery of goods and services targeted to theirindividual needs.
VS.
The realityCorporations have simply used the additionalinformation to do "more of the same" – “wehaven't changed anything, we've just increasedthe rate at which we're saying it” (more spam,more advertising, more emails, more sales calls,etc.).
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Email Marketing – Why?
Defining of a relationship:A state involving mutual dealings betweenpeople or parties or countries or a state ofrelatedness or connection
Source: Webster's Dictionary, 10th Edition
Definition of Relationship Marketing:A form of marketing that puts particular emphasison building a more intimate bond between anorganization and its individual customers.
Pearson Education
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Step 1: Define consumer lifecycle phases
Determine consumer’s “Moments of Truth” Step 2:
Align business objectives with consumer lifecycle phases Step 3:
Develop RM objectives that support the business objectives Step 4:
Align program tactics with RM objectives Step 5:
Consumers will want your information and give youconsent if you offer value to them……
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Know your customers needs first andforemost!!!
Understand the customer lifecycle and keypurchase decision/retention moments andinfluencers
Leverage breakthrough insights and create areason to drive engagement
Treat customers differentially – message,channel, investment
Understand economic drivers
Optimize through a test-and-learn discipline
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Relationship/Email Marketing –Start Backwards
What customers needs and insights are necessary for the campaign?
Does the program set the rightexpectations with the customer?
Are customers seeingvalue from the relationship
Can you optimizethe program? test
and learn is inaction –
enhancements areevolutionary andgrounded in data
and customerfeedback
Definepreferencesand value forthe targetaudience
Did program generatepositive ROI andbrand equity
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Strategy
Email tactics andAnalytics
Putting together your tactics is just the tipof the iceberg
Database structure, Registrationprocess, Data entry process, Email andDirect Mail fulfillment, IVR, Data entry,
sending engine, analytics
Database vendors, Web vendors, Email vendors,
Exhibit or Event marketing vendors, Marketresearch facilitators, IT support companies
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Develop and follow standard operatingprocedures
Centralize your Email Database and Provider's)
The Database is the powerhouse tool at the core ofgood Email Program
Nothing can run on auto pilot
Ensure data integrity and accuracy - TEST
Process opt out requests
Hold all parties (especially outside vendors)accountable for data security and integrity
Build trust and clear business rules
Operations – Living up to our end of
the deal
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Have staff and vendors sign off on SOPreview
Draft interface agreements with all yourvendors
Password protect where there is data
Make sure all connections are secure
Be explicit with how data should be passed• – have data transfer guidelines
Create escalation paths and incidentresponse team
Detail timing and events like “0” records
Bring vendors up to speed-documentcertification process
Devil is in the details…..
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Keep it safe
Secure Collection
Secure Storage
Secure Transfer
Includes secure channel and/or dataencryption.
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Be fair and put yourself as a consumerBe fair and put yourself as a consumer
oftenoften
Be clear and upfrontBe clear and upfront
Have senior representation on privacyHave senior representation on privacy
policies and standard operating procedurespolicies and standard operating procedures
Everyone, not just certain representatives,Everyone, not just certain representatives,
should embrace the spirit of a patients should embrace the spirit of a patients
privacy because privacy because ““itit’’s the right thing to dos the right thing to do””
Be transparent and allow for choiceBe transparent and allow for choice
Ensure your data integrity and accuracyEnsure your data integrity and accuracy
ChecklistChecklist
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The Fix
Do what you say, saywhat you mean
One Thing leads toanother
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Credits/Thank You
Michele Dow, Eli Lilly & Company
317-651-6184
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Strategy and Procedures for GlobalEmail Operations
Jeff Kosiorek, Sr. Manager, Corporate CommunicationsTACMonday, February 25, 2008
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About TAC
TAC is a leading provider of building automation solutions thatmanufactures and delivers HVAC control systems, securitysystems and energy efficiency programs.
- $2 billion in revenues- 7,500+ people worldwide- Partners and branches in 80 countries- Localized marketing personnel
TAC's parent company, Schneider Electric, is the worldleader in electrical distribution and automation and control with112,000 employees worldwide and operations in 190countries. Other business units include:
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Email Program Goals and Objectives
Centralized Email
Communications
Platform
• Proven and secure
• Maintain brand integrity
• Share across all regions
• Cost effective
• Superior reporting
• Central repository of emailcontent, documents and images
• Integrate surveys
• Region, user flexibility
• Comply SPAM laws
• System scalability
• Easy to Use
• Dedicated support
• Little or no IT dependency
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Before: No Brand and MessageContinuity
Americas
Europe
Corporate
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After:Branding Integrity. Regionalized Content
Americas
PolandAustralia
Singapore
UK
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Global Email CommunicationsWorkflow at TAC
Product MarketingField Devices
Business DevelopmentSolutions Team / Tech Support
Senior Management
TAC Corporate Marketing
Global Marketing, Product Management, others (~350 people)
Americas Singapore Poland UK Sweden
Partners(2,218 emails)
Branches(1,661emails)
. . . . . . . . .
Internal
Types of announcementsinclude: Product Releases,Product Announcements,Marketing Announcements,TPIs, Tech Bulletins, more.
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How TAC’s globalemail marketingstrategy works
-- Denmark --
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How TAC Denmark Does It
A Web Collect form is placed on the TAC Denmarkwebsite where visitors can subscribe to one of foureNewsletters which are based on company subjectmatter (HVAC Systems, Energy, Security, etc.)
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How TAC Denmark Does It
- Prospects are nowsubscribed to theireNewsletter(s) ofchoice.
- These eNewslettersare deliveredquarterly in locallanguage andprovide informationand links to only theinformation that thesubscriber isinterested in.
- Results and clicks aretracked for businessdevelopmentpurposes.
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How TAC Denmark Does It
- Example of anEnergy SolutionseNewsletter .
- Forward to a Friendfeature allows foradditional leadgenerationpossibilities withinthat country.
- Recipients canrespond or ask formore information atany time.
- eNewsletter carriesthe brand of theorganization.
Energy eNewsletter
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The ability to automate thedelivery of relevant and timelyinformation through email is anindispensable component ofour communication strategy asglobal marketers at TAC.
Is Global Email Marketing Worthwhile?
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Because of our centralized emailcommunications platform, we are able to:
• Standardize and increase global brand awareness
• Communicate with a unified message, regardless ofcountry or region
• Report on delivery statistics which leads to improvedperformance on an enterprise basis
Plus . . .We now have more educated partners and dealerswho have the tools and knowledge necessary to sellmore products and services.
Is Global Email Marketing Worthwhile?
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What we learned thatcan help you:
Critical Do’s & Don’ts
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What Did We Learn?
1. Remember that relationships are builtand developed at the local level. Givechannel partners and dealers the toolsand materials they need to succeed.
2. Know what you are dealing with. Surveyand communicate to gather and reportthe proper metrics.
3. As global marketers, it is easy to getoverwhelmed. Base your approach on aself-service model to free up resourcesand time.
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The Do’s:
• Think it Through. Develop a vision of howyou want to do email marketing on a globalscale. Design your plan to achieve thatvision.
• Select an email service provider that hasthe platform and experience to support yourglobal email strategy.
• Get local buy-in to the plan. Explain “what’sin it for you” to key stakeholders globally.
The Do’s & Don’ts for Global EmailMarketing
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The Don’ts:
• Hope is not a strategy – use metrics to builda case for change and improvement.
• Don’t rely on people who are not informedor trained on delivering emailcommunications.
• Make sure your email technology supportsglobal character sets, global SPAMregulations, etc.
The Do’s & Don’ts for Global EmailMarketing
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Credits/Thank You
ExactTarget
Jeff Kosiorek, TACDirect: (978) 975-9671Email: [email protected]: www.tac.com
Copyright © TAC