1. 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

2. 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. 3. Todays 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. 4. Incitrios Integration Philosophy QuickTime and a decompressor are needed to see this picture. 5. Design Leverage: Mini Case Studies A) 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 6. Corporate: Nielsen Target: Marketers within US Marketing Goals: Brand Awareness Segmented Data Event Promotion Lead 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 Design Easy to Process Large Amounts of Information Dedicated Sections for Different Types of Content Flexibility for Scaling Content Compliance with National Brand Requirements 7. Corporate: Incitrio Networker Target: Marketing, Advertising, Printing, and Design Professionals in San Diego Marketing Goals: Brand Awareness Corporate Promotion Position 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 Design Segmented Sections for Events Calendar and Job Openings 8. Corporate: FranNet Target: Prospective Business Owners and Entrepreneurs Marketing Goals: Brand Awareness Promote Client Success Event Traffic Geo Targeting, Segmentation Position 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 Design Eye Catching Buttons for Click Thru & Lead Generation 9. Event: Blend San Diego Target: Marketing and Design Professionals Marketing Goals: Event Promotion Drive 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 SubBrand Fun, Accessible Online Invitation to Repurpose Extend Thru Full Campaign Lead Generation 10. Event: FranNet Target: Prospective Business Owners and Entrepreneurs Marketing Goals: Event Branding Multiple Event Promotion Drive 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 Design Lead Generation Event Registration 11. Promotion: Tachyon Target: High Level Engineers within Enterprise and Military Marketing Goals: Drive Tradeshow Traffic Special 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 Design Special Focus Lead Generation 12. Promotion: Armada Target: Key decision makers within Construction industry Marketing Goals: Drive Tradeshow Traffic Two Special Offers at Booth Integrated 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 Design Lead Generation Promote Special Offer to Increase Booth Traffic 13. Promotion: Awards/Green Target: Marketing Professionals Marketing Goals: Showcase Awards Enhance Brand Value Increase Click Thrus Inbound Linking Strategy Improve 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 Design Special Sustainability Focus Lead Generation 14. Innovative Tactics: Mini Case Studies A) 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 15. Holiday Greetings: Armada Target: Key Executives at Enterprise Level Corporations Marketing Goals: Client Holiday Virtual Card Express Brand Personality Explain Technology Build Goodwill Keep 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 Design Explain Complex Concept in Easy to Understand Manner 16. Holiday Greetings: Incitrio Target: Marketing Professionals at Enterprise Level Corporations Marketing Goals: Client Holiday Virtual Card Express Brand Personality Explain Technology Build Goodwill Keep 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 Design Explain Complex Concept in Easy to Understand Manner 17. Video Integration: ChannelCloud Target: Key Executives at IT VAR Companies Marketing Goals: Brand Launch Explain Complex Technology Increase Click Thrus Generate Leads Part 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 Design Easy to Process Information within Segmented Spaces 18. Video Integration: CRS Target: Key Executives at Enterprise Level Companies Marketing Goals: Brand Launch Generate Leads Enhance Google Page Rank of the Website Part 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 Design Encourage Click Thrus 19. Video Integration: Incitrio Target: Marketing Professionals at Enterprise Level Companies Marketing Goals: Enhance Brand Value Build Credibility with Clients, Prospects & Referral Base Part 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 Design Clear Call to Action 20. Integrated Campaign Design 21. Branding: Analysis & Positioning 22. Campaign Preparation When 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 23. Strategy: Campaign Positioning/Design Target: Marketing and Design Professionals Marketing Goals: Event Promotion & Registration Reposition Brand within Community Components: Event Strategy Branding (Positioning) Logo Design Brand Look for Event Email Invite Landing Page Eventbrite Registration Page Social Media Campaign Printed Lanyard Day Of Floor Signage Exterior Signage Guest Speakers Music/Band Association Relationships 24. Email: Eblast Design 25. Website: Landing Page 26. Web: Eventbrite 27. AIGA: Association Promotion 28. Facebook: Social Sharing 29. Conversion: Goal Funnels SAMPLE ONLY. 30. Design: Event Lanyard 31. Design: Exterior Signage 32. Design: Interior Signage 33. Results: Attendee Experience 34. Campaign Results: Metrics Campaign 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 35. Thank You! Now its time to start implementing. Have fun! Angela Hill, President & Creative Director email: angela@incitrio.com website: www.incitrio.com linkedin: www.linkedin/in/incitrio twitter: @incitrio