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

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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

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: angela@incitrio.com

website: www.incitrio.comlinkedin: www.linkedin/in/incitriotwitter: @incitrio