flexible frameworks: a springboard to sophistication

Flexible Frameworks: A Springboard to Sophistication

Speakers

Angie WeymanDigital Coordinator

Gannett

Marvin CalGraphics & Technical Developer

Precision Dialogue

Peter MeeusDigital Marketing Specialist

Bose Europe

Anna MeierSenior Design Consultant

ExactTarget

Fundamentals of a FrameworkCommon Language, Benefits & Types

Success StoriesGannett

Precision Dialogue / Midas International, Inc.

Bose Europe

Q&A

Agenda

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A flexible framework is a modular email structure that creates both consistency and flexibility for the creator and user – allowing multiple designs and variable content to be scalable

What is a Flexible Framework?

Flexible Framework

Custom Template

HTML Shell

Email Architecture

Modular Design

Email Wireframe

Common Language

Benefits of Flexible Frameworks

Brand SophisticationConsistent Brand Elements = Subscriber Trust

Process EfficiencyInitial Implementation of Framework = Future Time Savings

Campaign PerformanceStandard Engagement Techniques = Increased Clicks

Framework for Evolution

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Two Basic Types

Standard ET Template HTML Paste

• Identify goals for framework• Analyze current state of

creative, content, data & process

• Determine requirements & inputs for framework

• Begin content planning & wireframing

Getting Started

Keys to SuccessEmail Style GuidePhotoshop, for mockups

UI Pattern LibraryHTML/CSS, for coding

Elements included:

Headlines Body copy

Buttons Links Icons

Bullets Callouts

Image stylingborders Footers

Gannett Success Story

78 Brands Across Gannett…

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One-Off Solutions for Typical Acquisition Efforts

78

BRANDS

x 5 Holiday Events in 2013

Challenge: Single-Copy Sales Effort SupportingAll Gannett Brands

Created a variable email within the enterprise account

Pulls two data extensions

1st data by creative

*Uploaded by Gannett via a basic spreadsheet

2nd data by customer data

* “PUBBRAND” included in the data, tied to each customer

Confirming fields are pulling with Send Preview

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Easter Send

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Mother’s Day Send

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Back to School Send

Results for GannettDesign time saved: 312 hours – 39 days• 4 hours of design per email x 78 emails

Determining if email boosted single copy sales• *Outside factors: weather, news stories, etc.• Cincinnati reported a week-over-week increase of single copy

sales of 11,480 on 7/28/13

Future goals: variable more components • i.e. header images, content based on customer data

Midas Success Story

Challenge• Improve the customer experience• Better reflect the Midas brand• Include more email subscribers into the program• Keep up with special rules, copy rules, copy changes• Save time and resources

Midas Success Story

Measure Success• Increasing email subscriber• Decrease hours spent in building campaign• Increase program performance

Solution• Needed to understand the process, identify the

disconnect between print and email campaign and provide the solution

Midas Success Story

Midas Success Story

• All transactions including POS, vehicle information etc• Transactions are capture on a daily based from over 2,200

locations

All customers are captured to

create CRM file

Midas Success Story

• Each location has the ability to enroll in various Midas offers and select their own offer.

All customers are captured to

create CRM file

Offer data are merged with

CRM file

Midas Success Story

• Behavior trigger• Have been to a shop in last 36 months• Were not contacted last month• Have been to a shop participating in CRM

All customers e are captured to create CRM file

Offer data are merged with

CRM file

Customers assigned ID based on behavior

triggers

Midas Success Story

• Response Models• Thank You: existing customers with a spend of $150 or

more in last 60 days• New customer welcome: New customer with a spend

of $50 or more• Service reminders: Oil change

All customers are captured to

create CRM file

Offer data are merged with

CRM file

Customers assigned ID based on behavior

triggers

Contacts are selected based on response models

Midas Success Story

• Process worked for print but not email• Cell ID’s for print were not matching email attributes

and data extension• Had to create a new DE for each specific campaign• Offers were limited due to static templates (10)

omitting a large segment of potential clients

All customers are captured to

create CRM file

Offer data are merged with

CRM file

Customers assigned ID based on behavior

triggers

Contacts are selected based on response models

CRM mail file sent to printer

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Midas Success StoryPRINTOLD CREATIVE EMAIL

Midas Success StoryPRINT

NEW CREATIVEEMAIL

Midas Success StoryJust how flexible is the Midas email?

I change!

Midas Success StoryJust how flexible is the Midas email?

I change!

I change!

Midas Success StoryJust how flexible is the Midas email?

I change!

I change!

I can be Speedee!

Midas Success StoryJust how flexible is the Midas email?

I change!

I change!

I can be Speedee!

No mileage, no problem!

Midas Success StoryJust how flexible is the Midas email?

I change!

I change!

I can be Speedee!

No mileage, no problem!

I can disappear!

Midas Success StoryJust how flexible is the Midas email?

I change!

I change!

I can be Speedee!

No mileage, no problem!

I can disappear!

Me too!

Midas Success StoryJust how flexible is the Midas email?

I change!

I change!

I can be Speedee!

No mileage, no problem!

I can disappear!

Me too!I say “Kilometers” in Canada!

Midas Success StoryAnd I look awesome in mobile too!

• Flexibility = lots of prep work• All copy – body and coupon – comes from one little data

extension• Scripting populates the email with images, text, offers based on an

individual subscriber’s attributes and their shop’s special rules

Midas Success StoryMidas: Scripting and Automation

• Automation and Scripting save time• Copy edits require updates to a CSV file • No ongoing testing • Whole program can be automated from file import to send

Midas Success StoryMidas: Scripting and Automation

• Results• Precision Dialogue was able to automate email from start to

finish• Automation reduced monthly email build by approx. 100 hours• Easy for non-ExactTarget users to update and make email

changes• Reduced chance for errors• Expand target audience• Better user experience (more coupons and matches direct mail)

Midas Success Story

• Results

Midas Success Story

Bose Success Story

50 campaigns / year

8 triggered sends

16 versions

130 MD/Y to localize

10 languages

CAMPAIGN management

CONTENTmanagement Automated content editing

Translation memoryAutomated validation process

Content from data-extensions

Images hosted atCDN-solution

Fixed content blocks

Optimization

Scalable over different devices

Bose Success Story - Results

PRODUCTION TIME50%

EFFICIENCY41%

• Frameworks bring efficiency for designers & consistency for subscribers

• Answer “What can a framework do for me?”• Analyze the current state of your program & team

when deciding on a type of framework• An Email Style Guide and UI Pattern Library

documents standard email elements for large teams

Key Takeaways

Visit http://pages.exacttarget.com/etdesign for additional design resources and sample responsive code sample flexible framework, including:

• Additional Design Resources• Sample Responsive Emails• Design Tools & Freebies

Additional Resources

Peter MeeusPeter_Meeus@bose.com

Contact us

Angie Weymanaweyman@gannett.com

Marvin CalMarvin.Cal@precisiondialogue.com

Anna Meierameier@exacttarget.com

Q&A

Thank You!