welcome tofiles.constantcontact.com/a8a83250301/8d9063a9-b4b9-45cb-a666-… · welcome to q2 2017...
TRANSCRIPT
Welcome to Q2 2017 Marketing Automation. To make it easier to keep track of the emails your customers may receive in April, May and June, we have compiled all the Dealer Briefs into one document.
Q2 Campaigns We have 3 brand new seasonal campaigns for Q2:
1. DAL ConSet Desks2. Bantex MODENA Recharge3. Reflex / Breast Cancer Network Australia
Workstations, Ageing Printers and Vistaprint, which were only just launched or relaunched this year, will continue to the end of Q2.
Our ongoing campaigns – Abandon Browse, Acquisition, Cross-Sell and Lapsed Customer – will continue to run.
TABLE OF CONTENTS Page Series 3 DAL ConSet Desks 6 Bantex MODENA Recharge 9 Reflex / BCNA 11 Workstations 14 Ageing Printers 18 Vistaprint 21 Acquisition 25 Abandon Browse 29 Cross-Sell 31 Lapsed Customer
We recommend that you download and print a copy of this guide for each salesperson so they can confidently answer any customer enquiries about any of these emails.
For Marketing Automation queries, please contact:Marketing (campaign questions): Sonja Bertrand [email protected] Johnson [email protected] (customer data and unsubscribes): Imran Naseem [email protected]
Marketing Automation Email Series
© Office Brands 2017
Subject line:
Send date:Weekly, Thursdays
Send trigger:Active customers
Thought Leadership:Linktoblog
Discount code:N/A
Strategy:
ConSet Straight DesksConset L-Shaped And Corner Desks
DAL ConSet - Email 1
Start a sit-stand desk movement in your workplace
The rise of sit-stand desks has reached the point where consumers are aware of the benefits and many desire one but don't know how to go about getting it The first email in this series tackles this pain point and provides them with advice and assistance for convincing their boss to buy one for them.
Products: (search terms)
.
Marketing Automation Email Series
© Office Brands 2017
Subject line:Join the influencers using sit-stand desks
Send date:1 week after Email 1
Send trigger:
Thought Leadership:Linktoblog
Discount code:N/A
Strategy:
7042409 70424087042397 70480057053322 7053325
DAL ConSet - Email 2
In the second email we try to generate "desk envy" - famous influencers use sit-stand desks - and aspiration - ConSet are the best plus a video of beautiful, Scandinavian designed desks in offices.
Customers who received Email 1 and have not purchased
Products:
Marketing Automation Email Series
© Office Brands 2017
Subject line:
Send date:1 week after Email 2
Send trigger:
Link:Linktoblog
Discount code:N/A
Strategy:
ConSet 501-11 L-ShapedConSet 501-26 L-ShapedConSet 501-26 StraightConSet 501-43ConSet 501-15
In the final email we profile 10 different fans of sit-stand desks and demonstrate the value of sit-stand desks for everyone, normalising the behaviour and increasing the desire to have one. The products are then displayed by demographic to make it easy to find the right solution.
DAL ConSet - Email 3
Customers who received Email 2 and have not purchased
Find yourself among these sit-stand desk fans
Products: (search terms)
Marketing Automation Email Series
© Office Brands 2017
Subject line:
Send date:Weekly, Thursdays
Send trigger:Active customers
Thought Leadership:Linktoblog
Discount code:N/A
Strategy:
7053501705350070535027053503
Bantex MODENA - Email 1
Take charge when working on-the-go
The MODENA Recharge range is an exciting and innovative set of business accessories with a built-in power bank. This automation series has been devised to educate customers about these smart new products and the solution they provide for working on-the-go. The first email demonstrates the prevalence of working away from the office and offers a checklist of must-haves when working remotely.
Products:
Marketing Automation Email Series
© Office Brands 2017
Subject line:Supercharge your sales
Send date:1 week after Email 1
Send trigger:
Thought Leadership:Linktoblog
Discount code:N/A
Strategy:
7053501705350070535027053503
Bantex MODENA - Email 2
The second email focusses on salespeople - one of the main demographics for the MODENA Recharge range. It appeals to their aspirations and competitiveness, positioning the MODENA as a luxurious sales tool that will give them an edge in their cutthroat industry.
Customers who received Email 1 and have not purchased
Products:
Marketing Automation Email Series
© Office Brands 2017
Subject line:
Send date:1 week after Email 2
Send trigger:
Link:Linktoblog
Discount code:N/A
Strategy:
70535017010348 70042917053693 7045775
The final email focusses on conference attendees - one of the main demographics for the MODENA Recharge range. It appeals to their need to be organised and fear of missing out. It promotes the A4 Zipper Compendium as the ultimate conference survival kit, as well as several items that can be carried within it.
Bantex MODENA - Email 3
Customers who received Email 2 and have not purchased
The ultimate conference survival kit
Products:
Marketing Automation Email Series
© Office Brands 2017
Subject line:
Send date:Weekly, Thursdays
Send trigger:
Thought Leadership:Linktoblog
Discount code:N/A
Strategy:
7005234 7005234
Reflex BCNA - Email 1
Support Breast Cancer Network Australia
This campaign seeks to educate purchasers of Reflex copy paper about their long association with Breast Cancer Network Australia (BCNA), the work of BCNA, and how 10c from each ream will go to supporting BCNA during April and May 2017.
Products:
Active customers who currently purchase Reflex paper
Marketing Automation Email Series
© Office Brands 2017
Subject line:
Send date:1 week after Email 1
Send trigger:
Thought Leadership:Linktoblog
Discount code:N/A
Strategy:
7005234 7005234
Reflex BCNA - Email 2
The second email encourages readers to become actively involved by pledging their emotional support for those affected by breast cancer with a written message on a piece of paper shared to social media. We reiterate the 10c per ream donation.
Customers who received Email 1 and have not purchased
Products:
Show your support for Breast Cancer Network Australia
Marketing Automation Email Series
© Office Brands 2017
Subject line:
Send date:Weekly, Thursdays
Send trigger:Active customers
Thought Leadership:Linktoblog
Discount code:N/A
Strategy:
Chairs "MAX workstations chairs"Desks "MAX workstations desks"Tables "MAX workstations tables"Meeting Room "MAX workstations meeting"
Workstations - Email 1
Optimise your office design and drive your profitability
Selling a piece of furniture here and there is great, but a full refurbishment/fit-out can result in a better use of your time and far more profitable. In this series we aim to position ourselves as experts in office furniture and office design and encourage customers to invest in a full refurbishment by demonstrating the importance of good office design. The first email focusses on the profitability benefits of good office design.
Products: (search terms)
Marketing Automation Email Series
© Office Brands 2017
Subject line:The ultimate office design
Send date:1 week after Email 1
Send trigger:
Thought Leadership:Linktoblog
Discount code:N/A
Strategy:
Made to Order Contact Us pageReception Counters "workstations reception"Workgroup Printers "workstations printers"Dividing Screens "workstations dividers"Personal Storage "workstations storage"
Workstations - Email 2
The changes to the workplace landscape, along with companies with aspirational offices like Google, have made Activity Based Working a mainstream office design. By educating customers around the benefits of this style of office make-over we position ourselves as the go-to people when they want to implement it.
Customers who received Email 1 and have not purchased
Products: (search terms)
Marketing Automation Email Series
© Office Brands 2017
Subject line:
Send date:1 week after Email 2
Send trigger:
Link:Linktoblog
Discount code:N/A
Strategy:
Lounging Around "workstations lounging"Sit-Stand Solutions "workstations sit stand"Cheerful Chairs "workstations cheerfulGlassboards "workstations glassboards"Workspace Solutions Contact Us page
Once a customer has decided to implement an Activity Based Working office design, they need to know how to do it. By demonstrating our understanding here we strengthen our position as trusted experts and the right people for the job.
Workstations - Email 3
Customers who received Email 2 and have not purchased
A fit-out fit for your workplace
Products: (search terms)
Marketing Automation Email Series
© Office Brands 2017
Subject line:Break it off with your old printer
Send date:Weekly, Thursdays
Send trigger:
Thought Leadership:Linktoblog
Discount code:N/A
Strategy:
Ageing Printers - Email 1
Customers who have purchased consumables in the past 90 days from a list provided by Dynamic Supplies of consumables older than 3 years
Working in partnership with Dynamic Supplies, we have targeted this campaign at purchasers of older inks/toners as an indicator that they are using an older printer. This first email aims to educate customers that upgrading their office printer regularly is more cost-effective than holding on to an old model by considering the total cost of ownership.
Marketing Automation Email Series
© Office Brands 2017
Subject line:Hook a great catch
Send date:1 week after Email 1
Send trigger:All customers who received Email 1
Thought Leadership:Linktoblog
Discount code:N/A
Strategy:
Ageing Printers - Email 2
The second email follows on from the first's revelation that it's time to upgrade an old printer by offering advice for choosing a new printer, considering the different functionality to determine the best fit for the customer's business. Our thought leaderhip is a checklist of what to consider when choosing a new printer.
Marketing Automation Email Series
© Office Brands 2017
Subject line:Find your perfect printer
Send date:1 week after Email 2
Send trigger:Customers who received Email 2and have not purchased
Thought Leadership:Linktoflowchart
Discount code:N/A
Strategy:
Ezcodes:70547907053712 7049503
Offers are only available through Dynamic Supplies.- 7054790 Kyocera P2040DW, 7054791 Kyocera PF-100 Paper Feed Tray and 7053150 Kyocera 1 Year Extended Warranty to be ordered separately, bonus items will be supplied at zero cost.
Ageing Printers - Email 3
By the third email we're ready to entice customers with specific models, using a flowchart to guide them to the most suitable printer along with bonuses and special offers to encourage purchase.
How to Order:
Marketing Automation Email Series
© Office Brands 2017
Subject line:Prints Charming is here
Send date:1 week after Email 3
Send trigger:Customers who received Email 3and have not purchased
Thought Leadership:Linktoblog
Discount code:N/A
Strategy:
Ezcodes:70535787045377 7026853
Ageing Printers - Email 4
In the fourth and final email we introduce our audience to the ultimate small office/workgroup printer, Canon's MAXIFY MB5460, the "prints" charming of printers. Personifying him as "Max", we outline the character traits that make him the perfect match.
How to Order:Offers are only available through Dynamic Supplies.
Marketing Automation Email Series
© Office Brands 2017
Subject line:
Send date:Weekly, Thursdays
Send trigger:
Thought Leadership:N/A
Discount code:N/A
Strategy:
N/A
Active customers of dealers with an active Vistaprint portal
Vistaprint - Email 1
Grow your brand with customised products
Custom print is an affordable way to build brand awareness and is an essential part of any branding strategy. Office Brands' partnership with Vistaprint gives your customers access to professionally printed and personalised products at heavily discounted rates. By alerting them to the benefits of custom print and the discounts they will enjoy with us we can encourage them to engage.
Products:
Marketing Automation Email Series
© Office Brands 2017
Subject line:50% off business cards
Send date:1 week after Email 1
Send trigger:
Thought Leadership:N/A
Discount code:N/A
Strategy:
N/A
Vistaprint - Email 2
The second email focusses on the importance of business cards and promotes the 50% off discount.
Customers who received Email 1 and have not purchased
Products:
Marketing Automation Email Series
© Office Brands 2017
Subject line:
Send date:1 week after Email 2
Send trigger:
Link:N/A
Discount code:N/A
Strategy:
N/A
The last email emphasises the benefits of branded products to businesses as a critical form of advertising. We reiterate the 25% off discount.
Vistaprint - Email 3
Customers who received Email 2 and have not purchased
25% off custom print
Products:
Marketing Automation Email Series
© Office Brands 2017
Subject line:Inspiration for a happier, healthier workplace
Send date:Weekly, Tuesdays
Send trigger:Known customersWho have not purchased in last 12 months
Downloadable guide:World's Coolest Offices
Discount code:N/A
Strategy:
Ezcodes:N/A
Acquisition - Email 1
The Acquisition series aims to engage customers who have not purchased in the past 12 months with a soft reintroduction encouraging them to login, retrieve password or register on our website. As a value-add we offer them a downloadable guide to the 10 Coolest Offices in the World to position ourselves as thought leaders and to inspire them to take us up on the offer to go ‘above and beyond’ for them, demonstrating our brand mission and primary point of difference in a same-same office products market.
Marketing Automation Email Series
© Office Brands 2017
Subject line:There's more to us than just stationery
Send date:1 week after Email 1
Send trigger:Customers who received Email 1Excluding any who since made a purchase
Downloadable guide:N/A
Discount code:$50OFF
Strategy:
Ezcodes:N/A
Acquisition - Email 2
The second email in the Acquisition series provides a stronger message of our brand mission to go ‘above and beyond’, demonstrating our credibility by outlining 3 real ‘above and beyond’ products we have sourced. To entice customers to act we provide an aggressive incentive offer of $50 off for first orders over $150 using the discount code “$50OFF”.
Marketing Automation Email Series
© Office Brands 2017
Subject line:Boring Meetings: Cancelled
Send date:2 weeks after Email 3
Send trigger:Customers who received Email 2Excluding any who since made a purchase
Thought Leadership:TipsforRunningGreatMeetings
Discount code:$50OFF
Strategy:
Ezcodes:7034463 70071707034417 70344077007741 7004365
Acquisition - Email 3
Having introduced ourselves as thought leaders with the 10 Coolest Offices in the World, we now come in with a weightier piece on running great meetings with suggested basic meeting products. This email is only sent to those who haven’t acted on the previous email, so the incentive is reiterated.
Marketing Automation Email Series
© Office Brands 2017
Subject line:How to make your meeting room fabulous!
Send date:2 weeks after Email 3
Send trigger:Customers who received Email 3Excluding any who since made a purchase
Downloadable guide:Meeting Room Essentials
Discount code:$50OFF
Strategy:
Ezcodes:7034461 70420507000102 7041806, 1807, 1808, 18097053319 7022302
Acquisition - Email 4
The final email in the series offers a complementary guide to running great meetings by outlining essentials and extras for your meeting room. It reinforces our ‘above and beyond’ messaging by offering aspirational ideas within the guide and inspirational ideas in the product listing. There is a final reminder about our offer.
Marketing Automation Email Series
© Office Brands 2016
Subject line:
Send date:48 hours after abandonment
Send trigger:
Thought Leadership:Linktoblog
Discount code:N/A
Strategy:
Products:1-2 chairs that have been browsed
7052066 70379567040891 70408897006117 7042432
Sample only
Abandon Browse - Chairs - Email 1
Did you see anything you liked?
Customers who have browsed chairs and not added to cart nor purchased from the chair category (online or offline) within 48 hours
Browse abandonment is when someone is on your website, looks at a product/s but does not add to cart or purchase (online or offline). We now have the capability to target existing ERP customers with a follow-up email after they have abandoned a browse. The email aims to gently encourage a purchase by offering additional information on the category and product suggestions, along with a reminder of 1-2 products they have browsed.
Marketing Automation Email Series
© Office Brands 2016
Subject line:Still searching for the right chair?
Send date:1 week after Email 1
Send trigger:
Thought Leadership:N/A
Discount code:N/A
Strategy:
Products:1-2 chairs that have been browsed
7052066 70379567040891 70408897006117 7042432
Sample only
Abandon Browse - Chairs - Email 2
The second email addresses the pain point of not having found what they wanted by offering to help them in their search, emphasising our brand mission that we will go above and beyond for customers.
Customers who received Email 1 and have not purchased
Marketing Automation Email Series
© Office Brands 2016
Subject line:
Send date:48 hours after abandonment
Send trigger:
Strategy:
Products:1-2 items that have been browsed plus suggestions
Ergonomic Furniture DesksThought Leadership: Thought Leadership:Linktoblog LinktoblogProducts: Products:7042411 70007797052346 70195877047684 70330237042409 70011747048003 70111097041722 7024134Printers GlassboardsThought Leadership: Thought Leadership:Linktoblog LinktoblogProducts: Products:7026853 70475177041689 70223007052343 70475167037084 70475137043834 70475367049472 7041958
Did you see anything you liked?
Customers who have browsed products from the nominated categories and not added to cart nor purchased from the category (online or offline) within 48 hours
Abandon Browse - Ergonomic Furniture, Desks, Printers & Glassboards - Email 1
Browse abandonment is when someone is on your website, looks at a product/s but does not add to cart or purchase (online or offline). We now have the capability to target existing ERP customers with a follow-up email after they have abandoned a browse. The email aims to gently encourage a purchase by offering additional information on the category and product suggestions, along with a reminder of 1-2 products they have browsed.
Marketing Automation Email Series
© Office Brands 2016
Subject line:
Send date:1 week after Email 1
Send trigger:
Strategy:
Products:1-2 items that have been browsed plus suggestions
Ergonomic Furniture DesksThought Leadership: Thought Leadership:Linktoblog LinktoblogProducts: Products:7042411 70007797052346 70195877047684 70330237042409 70011747048003 70111097041722 7024134Printers GlassboardsThought Leadership: Thought Leadership:Linktoblog LinktoblogProducts: Products:7026853 70475177041689 70223007052343 70475167037084 70475137043834 70475367049472 7041958
Abandon Browse - Ergonomic Furniture, Desks, Printers & Glassboards - Email 2
Still searching for the right chair?
Customers who received Email 1 and have not purchased
The second email addresses the pain point of not having found what they wanted by offering to help them in their search, emphasising our brand mission that we will go above and beyond for customers.
Marketing Automation Email Series
© Office Brands 2016
Subject line:
Send date:Weekly, Tuesdays @ 9am
Send trigger:Anyone who's purchased specified product/s
Thought Leadership:N/A
Discount code:N/A
Strategy:
Categories:Chairs Ergonomic ChairsDesks Height Adjustable DesksLaser Printers Coffee and TeaInkjet Printers Packaging TapeFiling Cabinets Reception SeatingWhiteboards Flip TablesLabelling Machines ShreddersBinding Machines FootwearFirst Aid Kits Monitor Arms and RisersSafety Vests Custom Print Business
Cards
Sample 1
You recently made a great choice - make it even better!
Cross-Sell Email
This email has been designed to encourage customers to match up their recent purchase/s with its/their accompanying cross-sell product/s. We have limited the email to display up to 3 products purchased in the past 7 days, and for each product to only display up to 3 possible cross-sells.
Marketing Automation Email Series
© Office Brands 2016
Sample 2 Sample 3
Marketing Automation Email Series
© Office Brands 2016
Subject line:We're here to help
Send date:Weekly, Tuesdays
Send trigger:One of 3 customer purchasing patterns:1. Monthly - no purchase in the last 8 weeks2. Bi-monthly - no purchase in the last 13 weeks3. Quarterly - no purchase in the last 17 weeks
Downloadable guide:N/A
Discount code:N/A
Strategy:
Ezcodes:7034437 70344077034465 70344307034434 7034460
Lapsed Customer - Email 1
To reengage customers who have been an active, regular purchaser. This is a 'soft' approach, offering to help with common difficulties that may have lead to the disengagement, and suggesting competitively priced Niceday products. Customers can only receive these emails once.
Marketing Automation Email Series
© Office Brands 2016
Subject line:Forgetting something?
Send date:1 week after Email 1
Send trigger:All customers who received Email 1Excluding any who since purchased
Downloadable guide:N/A
Discount code:N/A
Strategy:
Ezcodes:7006790 70083787011410 70077417006555 7003597
Lapsed Customer - Email 2
Our next gentle nudge focusses specifically on forgotten passwords. We are their friendly, local dealer who is reaching out to help them. By getting them to login they are more likely to purchase. For products we move from budget-friendly Niceday to premium Office Essentials, demonstrating our market strength in having a private label brand.
Marketing Automation Email Series
© Office Brands 2016
Subject line:Hello? Is it something we said?
Send date:1 week after Email 2
Send trigger:All customers who received Email 2Excluding any who since purchased
Downloadable guide:N/A
Discount code:$25OFF
Strategy:
Ezcodes:7010712 70091347011254 70040647003566 7005522
In our third email our message becomes stronger, directly addressing our concern that we haven't heard from them and offering an incentive of $25 off their next purchase over $100 to reengage with us. The products we promote here demonstrate the breadth of our range and trusted brands.
Lapsed Customer - Email 3
Automatically processed online. Purchases by email, fax or phone will need to be processed in your ERP system.
Marketing Automation Email Series
© Office Brands 2016
Subject line:We deliver MAGIC
Send date:1 week after Email 3
Send trigger:All customers who received Email 3Excluding any who since purchased
Downloadable guide:You'll Never Believe What We Did
Discount code:$25OFF
Strategy:
Ezcodes:7043166 70226737009463 70453667006362 7024367
Lapsed Customer - Email 4
In our final email we emphasise our brand values of being local, independent, flexible and ready to go above and beyond. We support this with thought leadership demonstrating how Office National has gone above and beyond. There is a final reminder of the $25 off discount. The products we promote here further demonstrate the breadth of our range and trusted brands.
Automatically processed online. Purchases by email, fax or phone will need to be processed in your ERP system.