This document proposes integrating website content and email marketing to not only save time and money but deliver more traffic to your website.
Common email marketing issues
Often a silo’d activitySegmentation can be involved & costlyEditorial duplicates effortOften driven by technology not content
Challenges for web content strategy
Site taxonomyMulti-author management & permissionsPublishing process Distribution effectivenessSubscriber/Follower/Audience growth
A well implemented RSS to Email strategy creates huge efficiencies… and we’ve proved it twice*
*our Australian partner
Example 1: Tourism client
Australia’s leading holiday destination needed to market themselves with greater authenticity. Multiple blog authors wrote articles based on the region’s themes and attractions. They published content on the website which was automatically filtered into dynamically produced e-newsletters.
BLOG eg WORDPRESS
NEWSLETTER SYSTEMeg MAILCHIMP OR AWEBER
*SCDL stands for Sunshine Coast Destination Limited (the client)
Interesting content produced by different writers is consolidated to a paginated landing page just like a regular blog
Using the RSS feed of your blogs, an RSS to email system will add user relevant content to your email campaign newsletter whilst allowing you to manually add any other news or information to the same campaign.You decide on the frequency of your mailouts - the html template contains RSS content as well as marketing, news or other content to go to all users.This way, only one template would need to be updated with additional content per month while multiple automated campaigns will use it to send unique content to targeted lists.
“Hot Deals” can also be managed in a similar way. Service providers can submit their own content via the website for approval. Details of the specials can be published to the blog and a relevant summary emailed to subscriber lists automatically in a pre-defined template.
Published “Hot Deals” can be linked to blog posts about special events so as they are seen in context
Example 2: City Council client
One of Australia’s largest local authorities needed to consolidate the source of community news. Multiple blog authors wrote articles based on the region’s community initiatives and published content on the site which was automatically filtered into dynamically produced e-newsletters.
Benefits to our clientsWhilst this solution could possibly be implemented by your incumbent agency, we would be able to implement it far more cost-effectively● Workflows are pre-defined and UX is refined● Code can be re-applied● Pitfalls have already been overcome & optimized● No lock-in - your existing agency can maintain
Costs
Flat fee discovery phaseWe expect this to take 20 hours but will contribute 50% of this investmentOutput includes fixed estimate and business case
Implementation: based on approved hourly rateFixed estimate will be provided on completion of discovery phaseAdditional costs: MailChimp License: http://mailchimp.com/pricing/high-volume-sender/
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