marketing automation-templates
DESCRIPTION
Ah! You just sent all your requirements for a new campaign to your automation agency or internal resources and forgot a couple of points. Again. What if you could use a template that includes a collective wisdom of several marketers and a checklist? The webinar will cover several template types you can download and use for your next campaign: - automated campaign template with a check list - campaign review list for stakeholders - email templates considerations (best practices, translation ease, etc.) - Word document template anybody can use for internal emailsTRANSCRIPT
@Vanessa _Bright
Marketing Automation:Templates, Templates, Templates!
Vanessa BrightOnline Marketing Manager, Emerson Process Management – Rosemount
May 2014
@Vanessa _Bright2
Templates, Templates, Templates!
Type of Templates
Email Templates
• Requirements based on business needs
• Templates adoption challenges
• Mobile aspect
Marketing Automation Campaign Templates
Word-Based Internal Email Templates
@Vanessa _Bright3
Templates, Templates, Templates!
Type of Templates
Email Templates
• Requirements based on business needs
• Templates adoption challenges
• Mobile aspect
Marketing Automation Campaign Templates
Word-Based Internal Email Templates
@Vanessa _Bright4
Marketing Automation System
Website
Common Marketing Template Types
Creative Brief
Campaign Brief Roadmap
Website pages
Landing pages Email
Automated Campaign templates
General Marketing
Online Channel Components
Templates discussed in the presentation
@Vanessa _Bright5
Common Marketing Template Types
Website pages
Landing pages Email
Automated Campaign templates
Less flexible More flexible(testing opportunity)
Collection of components
@Vanessa _Bright6
Templates, Templates, Templates!
Type of Templates
Email Templates
• Requirements based on business needs
• Templates adoption challenges
• Mobile aspect
Marketing Automation Campaign Templates
Word-Based Internal Email Templates
@Vanessa _Bright7
Email Template: Example
• One topic email• B-to-B; primary
audience uses Outlook• Include possibility for
responsive if something changes in the future
• Often translated into several languages
• Template might be used by business units without significant HTML expertise
@Vanessa _Bright8
Email Template: Example – General Considerations
• Large, clear font• Large headline• Two clear calls to action• “Recovery Pane” with
additional company information
@Vanessa _Bright9
Email Template: Example – Outlook Considerations
• Call to action is visible in preview pane
@Vanessa _Bright10
Email Template: Example – Outlook Considerations
• Email must be understandable without images
• Additional benefit – easy translation
@Vanessa _Bright11
Email Template: Example – Outlook Considerations
• Email must be understandable without images
• Additional benefit – easy translation
@Vanessa _Bright12
Email Template: Example – Mobile Considerations
• Large, clear font• Large headline• Clear calls to action in
sufficient distance from other calls to action
• Option of responsive coding
@Vanessa _Bright13
Email Template: Example – Mobile Considerations
• Possible to remove what is not critical for mobile version
@Vanessa _Bright14
Email Template: Example – Mobile Considerations
• Mobile version (could be applicable for responsive coding)
Mobile option might be used for mobile-specific promotions – call to action to download an app
@Vanessa _Bright15
Email Template: Mobile Aspect
Mobile first Responsive Desktop
Primarily Mobile audience
Mixed audience Primarily Desktop audience
@Vanessa _Bright16
Email: Mobile Opens (Primarily B-to-C)
https://litmus.com/blog/email-client-market-share-where-people-opened-in-2013
2013
@Vanessa _Bright17
http://www.chiefmarketer.com/b2b/enewsletters-outperform-b2b-promotional-emails-study-21022014
Email Open Email Clicked
Email: Mobile Activity B-to-B
@Vanessa _Bright18
Make DECISIONS Based on YOUR DATA
@Vanessa _Bright19
Email Templates Checklist
Audience: recipient devicesMobile vs. Outlook?
Your team’s skillset and production capacityVolume vs. quality
International aspectsAvoid text in graphics for easy translation
Design elements– Device-based– Calls to action
Agency selectionExperienced agency familiar with your marketing automation system (design and coding capability)
@Vanessa _Bright20
“Encouraging” Stakeholders to Use Templates
• “Where should our banner go?”• “Why do you think my copy is
too long?”• “I am visual… I need to see how
my copy looks in the template, and then I will make adjustments”
• “I need to show my copy in the template to my boss, who might decide to change it completely”
BangHeadHere
@Vanessa _Bright21
Email Content Template
• Include explanation into the template
• “Recreate” template in Word allowing easier “preview” of the final email
• Template explanation is always available
• Stakeholders can go through initial revisions before email is built
Download athttp://OnlineMarketingMoment.wordpress.com/templates/
@Vanessa _Bright22
Email Content Template
• Example of an email of a particular type with sample copy
• Explanation of each email component
@Vanessa _Bright23
Email Content Template
• Editable Word document approximately “recreating” email template elements
@Vanessa _Bright24
Email Content Template
• Mandatory template elements
• Additional information (subject, testing plans, personalization, et.)
@Vanessa _Bright25
Templates, Templates, Templates!
Type of Templates
Email Templates
• Requirements based on business needs
• Templates adoption challenges
• Mobile aspect
Marketing Automation Campaign Template
Word-Based Internal Email Templates
@Vanessa _Bright26
Automated Campaign Template
• Campaign flow• Collection of components
(editable email and landing pages)
• Element checklists
Automated Campaign templates
Collection of components
@Vanessa _Bright27
Automated Campaign Template
• Easily modifiable template for stakeholder review
• The template includes “easy to forget” elements
Download athttp://OnlineMarketingMoment.wordpress.com/templates/
@Vanessa _Bright28
Automated Campaign Template
• Basic campaign information
• Good to state objective and KPIs (even if they are present in the high-level campaign brief)
• Tests, personalization, etc.
@Vanessa _Bright29
Automated Campaign Template
• Campaign flow – can be easily modified for multi-touch campaigns
@Vanessa _Bright30
Automated Campaign Template
• Naming Conventions to keep your marketing automation system organized
• Subjects, META, Tests (very easy to forget )
@Vanessa _Bright31
Automated Campaign Template
• Email Content Template• Link tagging (if used)
@Vanessa _Bright32
Automated Campaign Template
• Landing Page Content template (similar to the Email Content Template)
@Vanessa _Bright33
Automated Campaign Template
• Form information• Hidden fields and data
questions (usually standard for many campaigns)
• Processing steps and nurturing questions (very easy to forget )
@Vanessa _Bright34
Automated Campaign Template
• “Thank you” page and “Thank you” email content templates (similar to email and landing page content template)
• Additional call to action question
@Vanessa _Bright35
Automated Campaign Template
General checklist:• Analytics (Web and Email)• Automated alerts and
reports (including naming conventions)
@Vanessa _Bright36
Marketing Automation Campaign Communications
• Naming conventions• List of communications• Stakeholder review
questions
Download athttp://OnlineMarketingMoment.wordpress.com/templates/
@Vanessa _Bright37
Campaign Communications - Stakeholder Review
• Attached emails and list of landing pages URLs can be challenging to review
• Using online version of emails and linking URLs to the original campaign flow is easier to review
Thank you, Jhenna!
@Vanessa _Bright38
Templates, Templates, Templates!
Type of Templates
Email Templates
• Requirements based on business needs
• Templates adoption challenges
• Mobile aspect
Marketing Automation Campaign Templates
Word-Based Internal Email Templates
@Vanessa _Bright39
Internal Communications Dilemma
• Internal communications love “pretty emails”
• Limited resources to create internal assets
• Internal communications would like to see metrics
• Could be useful to have a method allowing internal communications to send “pretty emails” without relying on marketing resources
@Vanessa _Bright40
Internal Communications Options
Creation of the email as a Word document
Copy-paste to Outlook and send to Outlook distribution lists
House content on Intranet; which can be source of metrics
Can be done by almost anybody in the organization
@Vanessa _Bright41
Microsoft Word-Based Internal Communications Template
• Example of possible internal communications templates
• Explanation of the template creation process and issues workaround
Download athttp://OnlineMarketingMoment.wordpress.com/templates/
@Vanessa _Bright42
Templates, Templates, Templates!
Type of Templates
Email Templates
• Requirements based on business needs
• Templates adoption challenges
• Mobile aspect
Marketing Automation Campaign Templates
Word-Based Internal Email Templates
Download templates at
http://OnlineMarketingMoment.wordpress.com/templates/
