A flexible email framework allows for consistency while accommodating variable content and designs. Speakers discussed the benefits of frameworks, including brand sophistication, process efficiency, and increased campaign performance. Case studies were presented on how frameworks helped Gannett send targeted emails across 78 brands, allowed Midas to automate variable content based on customer data, and helped Bose manage 50 campaigns per year across languages and devices. Key takeaways included analyzing current programs and using style guides to document standard elements for frameworks.
3. Fundamentals of a Framework
Common Language, Benefits & Types
Success Stories
Gannett
Precision Dialogue / Midas International, Inc.
Bose Europe
Q&A
Agenda
4. v
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?
6. Benefits of Flexible Frameworks
Brand Sophistication
Consistent Brand Elements = Subscriber Trust
Process Efficiency
Initial Implementation of Framework = Future Time Savings
Campaign Performance
Standard Engagement Techniques = Increased Clicks
Framework for Evolution
8. • Identify goals for framework
• Analyze current state of
creative, content, data
& process
• Determine requirements
& inputs for framework
• Begin content planning
& wireframing
Getting Started
9. Keys to Success
Email Style Guide
Photoshop, for mockups
UI Pattern Library
HTML/CSS, for coding
Elements included:
Headlines
Body copy
Buttons
Links
Icons
Bullets
Callouts
Image styling
borders
Footers
23. Results for Gannett
Design 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
25. 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
26. 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
27. 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
28. 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
29. 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
30. 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
31. 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
42. • 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 Story
Midas: Scripting and Automation
43. • 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 Story
Midas: Scripting and Automation
44. • 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
55. • 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
Bring sophistication, efficiency and resultsUsed to meet a specific goal or solve a specific problem
Who will be the design/content creator? Are they a developer or a non-technical marketer? Determine which type is best for your program by looking at your available resources and the requirements of your framework… The more complex, the greater chance you’ll need to use HTML paste
ChallengeWhat problem were you trying to solve?What was the before state?How did you plan to measure success?
SolutionHow did you solve it?Show creative before/after viewsShow variable elementsWhat did your process look like?Who was involved?How long did it take to implement?
What problem to solve / before state / How to measure successDue to the amount of localizations, localization took us 130 MD/Y. We felt there was room for improvement here, and initiated a project to significantly reduce the time necessary to localize an email for 16 different markets, in 10 languages. Languages:Fr, nl, en, se, it, de, no, da, fi, pl (10 languages)Markets:Fr, nl, be-nl, be-fr, gb, ie, se, it, de, at, ch, no, dk, fi, lu, pl, (16 markets)
What problem to solve / before state / How to measure successDue to the amount of localizations, localization took us 130 MD/Y. We felt there was room for improvement here, and initiated a project to significantly reduce the time necessary to localize an email for 16 different markets, in 10 languages. Languages:Fr, nl, en, se, it, de, no, da, fi, pl (10 languages)Markets:Fr, nl, be-nl, be-fr, gb, ie, se, it, de, at, ch, no, dk, fi, lu, pl, (16 markets)
Left => campaign managementRight => content managementIntegration by c.track’s middle-ware softwareSolutionHow did you solve it?Show creative before/after viewsShow variable elementsWhat did your process look like?Who was involved?How long did it take to implement?
Solution allowing scalability without design sufferingAlso allowed for applying responsive design techniquesScalable over different devicesNo design sufferingResponsive design techniques
Results:Decreased production time for localizations by 50%Usage of translation management resulting in 41% efficiency gainsFuture goalsAdditional languages to program doesn’t require additional production effortLeverage these techniques for dynamic product content as well
Whether you use ExactTarget standard templates in the content editor, dynamically script smart blocks, or use a repeatable HTML paste framework to create your emails, templates can take your email program to the next level. Learn how flexible frameworks can improve your brand with consistent visuals, production efficiencies, and campaign performance.Angie WeymanDigital Coordinator at GannettAngie has been in publishing for several years now and has recently turned her sights to digital components. She's currently the lead ExactTarget point-person for her department at Gannett (the Direct Response Center).Marvin CalImplementation Consultant at Precision Dialogue/Midas International, Inc.In a combined role of Sr. Graphic Designer and Production Specialist, Marvin has produced many successful email campaigns for top email marketing brands. He has been working in the interactive field for over 10 years, and his expertise extends beyond email best practices into web design and development, flash animation, banner ad development, and interactive applications.Peter MeeusDigital Marketing Specialist at BoseFor the past five years, Peter has worked for the digital marketing team for Bose Europe, located in Belgium. He's responsible for retention marketing, and manages outbound and triggered email programs for 17 countries. Always looking for new ways to integrate systems to efficiently support the variety of countries and languages, he took a 10-hour flight to exotic Indianapolis to get inspired at Connections 2012. Ideas were gathered, resulting in a partnership with C.TRAC to integrate a content management system, translation management software, and ExactTarget that helped significantly reduce email production time.Anna MeierDesign Consultant at ExactTargetDesign Consultant working with ExactTarget clients to optimize their program's design, process, and performance. ♥s photography, dogs, and transactional email.