marketing automation-templates

@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/

@Vanessa _Bright

Vanessa BrightVanessa.l.bright@gmail.com

Questions