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Incitrio: BlueHornet - Designing an Email Campaign with Measurable ROI
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Transcript of Incitrio: BlueHornet - Designing an Email Campaign with Measurable ROI
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
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.
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.
Incitrio’s Integration Philosophy
QuickTime™ and a decompressor
are needed to see this picture.
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
Integrated Campaign Design
Branding: Analysis & Positioning
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
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
Email: Eblast Design
Website: Landing Page
Web: Eventbrite
AIGA: Association Promotion
Facebook: Social Sharing
Conversion: Goal Funnels
SAMPLE ONLY.
Design: Event Lanyard
Design: Exterior Signage
Design: Interior Signage
Results: Attendee Experience
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
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