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TAGUCHI® DIGITAL MARKETINGEMAIL CREATION & BROADCAST TRAINING DOCUMENT

©TAGUCHI® 2013MAY 2013 | VERSION 5.1

TAM

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CONTENTS

Section A : Campaign Creation & Set Up 1 1.0 Campaign Overview 1

1.1 What is a Campaign? 1

1.2 Creating a Campaign 1

2.0 Activity Overview 3

2.1 What is a Activity? 3

2.2 Creating an Activity 3

2.3 Cloning an existing Activity 5

3.0 Settings 6

3.1 Setting up a Proof List 6

3.2 Setting up an Approval List 7

3.3 Adding a User 8

3.4 Social Networks 9

4.0 Template Selection 10

5.0 The TAGUCHI® Subscriber Database 11

5.1 List Overview 11

5.2 Creating & Uploading a List 11

5.3 Adding Subscribers to the Database 11

5.4 Creation & Set Up 12

5.5 Uploading a List 12

5.6 List Management 14

Section B : Entering Content 15 6.0 CMS Overview 15

6.1 Changing the Subject Line 16

6.2 Adding Content Blocks to the Template 16

6.3 Adding Copy Manually to a Content Block 18

6.4 Adding Images to Article Blocks 19

6.5 Adding Hypertext Links to the Newsletter Articles 19

6.6 Creating an Email Address as a link in an Article 20

6.7 Why Use Cluster Tags? 21

6.8 Creating Cluster Tags in TAGUCHI® 21

6.9 Adding Cluster Tags in an Article Block 22

6.10 Dynamic & Multiple Subject Lines 23

6.11 Testing & Optimising Subject Lines 23

6.12 Multi Variate Testing & Content Optimisation 24

6.13 Setting Up Optimisation Groups 25

6.14 Viewing Optimised Combinations 26

Section C : Preparing For Broadcast 27 7.0 Selecting a Distribution List 27

8.0 Proofing & Approval 28

9.0 Deploying a Newsletter for Broadcast 30

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CONTENTS

Section D : Post Broadcast 33 10.0 Measurement & Reporting 33

10.1 Generating a Campaign Report 34

10.2 Generating an Activity Report 35

10.3 Viewing Activity Results in TAGUCHI® UI 36

10.4 Generating Data Extracts 40

Section E : Automatic Clustering in an eDM 41 11.0 Product and/or Content Integration 41

12.0 The Benefits of a Customised TAGUCHI® SMART Template 42

Section F : Social Media 44 13.0 Social Media Overview 44

14.0 Content Editor Social Network Buttons 44

15.0 Clicking the Social Network Buttons 46

16.0 Activity Replacement Tags 47

Section G : Taguchi Support 48 17.0 The Role of TAGUCHI® Support 48

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1.0 CAMPAIGNS

1.1 What is a Campaign?Campaigns are the primary tool TAGUCHI® provides to enable organisation of online marketing activities. Similar to the campaign structures offered by Google AdWords or OpenAds, TAGUCHI® campaigns represent a grouping of individual email broadcasts, triggered email messages, and web pages. The individual elements grouped within are referred to as Activities (this is explained further in Section B).

A Campaign can include a mix of activity types; for instance, a Newsletter Campaign might contain a series of weekly broadcast emails, a web page to manage subscription status, and a triggered email to provide confirmation of sign-up. Other Campaigns could include a series of triggered emails sent periodically to new subscribers, with broadcast emails in support of those.

This structure provides roll-up reporting of performance — including conversion and subscription rate data, across a set of marketing activities.

1.2 Creating a Campaign

Campaigns are created by clicking the clipboard ‘Create a Campaign’ button at the right of the TAGUCHI® task bar.

SECTION A : CAMPAIGN CREATION & SET UP

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A simple light box form is opened and the Campaign’s display name (the name given to the Campaign in the UI) must be provided. This name can be changed later using the Campaign Detail view.

• Select a date and time for easy identification post campaign. This date may not be the date the activity is actually broadcast or scheduled.

• Campaign naming convention: we recommend using a logical description, as well as any marketing reference codes, job number codes that will help identify the campaign in future e.g. ABC1357 Launch Campaign.

When the ‘Create’ button is clicked, the detail view for the newly created Campaign is shown. The Campaign launch date and conversion event can be set by clicking the ‘Edit Campaign Details’ link under the Title and new activities can be created using the ‘Create a new Activity’ button on the right.


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Returning to the Campaign List view, another way to create a new campaign is the clone feature (tick Campaign to clone, select an action drop-down box) in the taskbar of the campaign table. An “Activity” can also be cloned this way too. An activity will be explained in the next section.

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2.0 ACTIvITy

2.1 What is a Activity?An activity is an individual broadcast email, a triggered message, or a web page: a stand-alone marketing message to which a subscriber can respond. Activities form the building blocks of a campaign, and can be linked together to create a logical sequence of related messages to maximise engagement.

Activities are designed to be re-useable with little modification and TAGUCHI® provides a number of systems to enable content and images to be updated quickly and easily.

The activity types supported by TAGUCHI® are email (triggered and broadcast), web page, and SMS (triggered and broadcast).

2.2 Creating an ActivityActivities are created within the Campaign detail view, shown below. When the ‘Create an Activity’ button is clicked, a form appears in the browser and the activity’s display name (the name by which the UI will refer to the activity) and the activity type and subtype can be set. Activity types are listed in 2.1; the list of available activity subtypes depends on which templates have been set up.


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Once the ‘Create’ button has been clicked, the Activity detail view is loaded, and the setup process begins.

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• When selecting a name, we recommend using a logical eDM description. This could be followed by the broadcast date or reference job number. Select a date and time for scheduling.

• The following types are: Email, Web Page, SMS, Tweet APNS Notification & Direct Mail.

The content of the Activity detail view changes depending on the current state of the activity, but the top of the view always contains the following header.

The ‘Edit’, in Select an action drop-down box link provides access to the activity’s scheduled launch date, and also enables the activity display name, organisation and subtype to be changed after creation. You need to select the activity by selecting the check box.

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2.3 Cloning an existing Activity

As explained in Section 1.2 ‘Creating a Campaign’, you can also create a new Activity by using the clone feature.

Simply tick the Activity you wish to clone, select the ‘Clone’ action in drop-down box in the taskbar of the activity table. This is a helpful feature when the content within an Activity is similar each broadcast.

A simple light box form is opened which allows you to rename the Activity. Once the ‘Create’ button has been clicked, the cloned Activity appears in the same Campaign folder along with the original Activity.


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3.0 SETTINGS The ‘Settings’ administration section is accessed via a link that is located at the top right hand corner of UI by the ‘Log Out’ button. The ‘Settings’ menu includes the following tabs:

• Account

• Proof Lists

• Approval Lists

• Notification Lists

• Cluster Keywords

• Users

• Theme

• Social Networks


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3.1 Setting Up a Proof List

An Activity at any stage of the production process can be submitted to a designated Proof List. This is the area where you can determine who should receive a copy of the Activity Proof to make further annotations.

Click on the grey ‘Add a new proof list’ button and the ‘Create a List’ pop up box will appear. Simply enter a description in the List Name field.

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Once a Proof List has been created, you add people to the list by clicking on the green ‘Add Subscriber’ button. Fill in Name, Last Name, Email address and click on the ‘Save’ button.

3.2 Setting Up a Approval List

Once an Activity’s content has been completed, it must be submitted to a designated Approval List before it can be deployed. Like Proof Lists, Approval List set up is the same. Click on the grey ‘Add a new approval list button’, give it a List Name and press ‘Create’.

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Once an Approval List has been created, you add to list by clicking on the green ‘Add Subscriber’ button. Fill in Name, Last Name, Email address and click on the ‘Save’ button.

3.3 Adding a User

A User needs to be set up, so that they can access the TAGUCHI® Digital Marketing System. To add a user, go to the ‘Settings’ link located in the top right hand corner (next to the ‘Triggers’ tab).

Click on the ‘Users’ tab. You will see other Users that have been added to the System. To add a User click on the green ‘Add User’ button and the following cells will appear.

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Fill in the details, select a ‘User Class’ and then click ‘Save’.

Various USER LEVELS – What do they mean?

Public:

• Limited read-only access. Can only view top level stats on each tab

Content Commenter: • Can only comment and provide feedback on an

Activity only through a Proof

• Cannot approve or reject Activities

Content Editor:• Full access to templates

• Can create, delete, update, send proofs, request approval and queue activities

• Can create, delete and update campaigns

• Can create, delete, generate and update reports and extracts

Content Approver:• Can approve, reject and comment on activities

Data Analyst:• Can create, delete and update Campaigns &

Activities

• Can create, delete and update Views

• Can create, delete and update lists

• Can view, create, delete and update subscriber records

• Can import subscribers

• Can create, delete, generate and update reports and extracts

Power User:• All of the above except Can approve, reject and

comment on activities

Administrator:• Full access including the setting up of Users

(adding and deleting).

3.4 Social Networks

You can now add the organisation’s social network profiles (e.g. username or screen) via the ‘Settings’, Social Networks tab. Twitter, Facebook, Google+ and LinkedIn are supported.

Enter your username for each of the Social Network types. Add Like, Tweet, +1 and Share buttons to your article blocks and product grids. Save the changes by pressing the ‘Save’ button.

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4.0 TEMPLATE SELECTIONTemplate selection is the first step of the web page and triggered message setup process, and the second step of the broadcast setup process. This interface simply lists the Templates available for the current activity type; all Templates matching the selected activity subtype are shown under ‘Suggested Templates’, and templates not matching the activity subtype (but with the same activity type) are shown under ‘Other Templates’.

An example of this interface is shown below. To select a Template click on the green ‘Select Template’ button.


A pop up box appears. Simply click on a template’s preview image or title to select it. Preview images are generated based on the most recent activity set up using this template, so they may change over time. A generic ‘Preview Not Available’ image is displayed for any template without activities.

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5.0 THE TAGUCHI SUBSCRIBER DATABASEThe SUBSCRIBERS tab area contains the functionality associated with adding, managing, reporting and extracting subscriber data.

Your subscriber records in the Taguchi system are managed in a single customer database for your organisation. For marketing and communication purposes, this single database can be divided into multiple separate target lists referred to as ‘Destination List’.

A single subscriber record can be associated with multiple Destination Lists. An activity broadcast from TAGUCHI® can be targeted to;

• Single Destination List

• Multiple Destination Lists

• Subsets of either of the above

5.1 Lists Overview

Lists form the basis of TAGUCHI®’s subscriber management system. In order for a subscriber to be accessible to the TAGUCHI® application, he / she must be a member of one or more lists, even if unsubscribed; subscription status is tracked on a per-list basis, and every change is logged to facilitate database auditing and compliance procedures.

Some lists have special roles within the TAGUCHI® application UI; for instance, lists can be used to manage proof and approval stages in the activity workflow, and reports can be distributed to designated lists on a scheduled basis. These special-purpose lists still have the same functionality as regular lists, so subscriber data is consistent between proof, approval and deployment.

5.2 Creating and Uploading a List

The email address of a subscriber plus any external ID associated with that subscriber record (if applicable) acts as the default “Unique Identifier” for an individual subscriber record within the TAGUCHI® Subscriber database.

• If a subscriber in the TAGUCHI® database has 2 different email addresses’, the default logic is that these are treated as 2 different subscribers.

• Where a subscriber with a single email address is a member of multiple Destination List, they only have one unique database record in TAGUCHI® for your organisation.

5.3 Adding Subscribers to the Database

The 4 main ways to set up a subscriber within TAGUCHI® are:

1. Manual upload: this is performed via SUBSCRIBERS tab within TAGUCHI® user interface. This option is generally applicable for subscriber lists containing between 1 to 150,000 subscriber records at a time. For Destination List sizes greater than 150,000 records, we recommend either option 2 or 3 below.

2. Programmatically: using TAGUCHI® Subscriber APIs as outlined in the online technical support documentation.

3. Custom Import: using the upload options such as FTP and SFTP. These import processes need to be specified and implemented directly with TAGUCHI® Technical support services.

4. One-time: large batch import. Contact TAGUCHI® support.

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5.4 Creation and Set Up

Clicking the ‘Create a List’ button on the ‘Subscribers’ creates lists.

A light box form appears, and space to enter the External list ID and display name is provided e.g. Newsletter Subscriber List. Click on grey button ‘Create’. Unlike other TAGUCHI® object IDs, list IDs are designed to be externally meaningful, and therefore accept any unique ASCII string. The display name is simply the name given to the list in the TAGUCHI® UI.

5.5 Uploading a List

Choose a CSV, TSV, TXT file to upload. Alternatively you can paste the list into the File Paste textbox. In the far right hand corner click in the ‘person plus’ icon and a menu appears.

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If you click on the ‘Create a Subscriber’ option the following pop up box will appear and you will be able to add the subscriber record manually one by one. Simply add email address, First Name and Last Name respectively. Select ‘Create’ and the subscriber record are added to List.

If you select the ‘Import Subscribers from file’ option, the ‘Upload Source File’ pop up box appears. Select your CSV or TSV file. Select the ‘Load Data’ button. Use the drop down boxes to select the category that best describes the data in the column. For example. Title, First Name, Last Name and Email (mandatory). Each subscriber in a Destination List can have any number of ‘custom’ fields associated with their database record.

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5.6 List Management

Lists are managed using the List Detail interface.

Select the list that you would like to add subscribers, then go to the following button located on the right on the grey bar.

As explained earlier the ‘Import Subscribers’ button will start the import process, which is the most efficient way to add large numbers of subscribers to the database.

The ‘Add a Subscriber’ button displays a form with email address, first name and last name fields, allowing a single subscriber to be added to the list without using the full import process.

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6.0 CMS OvERvIEWThe Activity Edit Interface or commonly referred to as the CMS Edit Pane, is shown next to a preview of the activity. The preview pane is updated each time the content is saved, so when the view first loads the preview will not be displayed. In the case of especially wide email templates, one edge of the view might be cut off. To hide the edit pane and view the full template, click the vertical ‘+++’ tab attached to the left edge of the preview pane.

SECTION B : ENTERING CONTENT

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Depending on the template and activity type, different fields will be displayed in the CMS edit pane. The content blocks developed vary across your all your templates.

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6.1 Changing the Subject Line

Just below the Activity Edit Timeline area, in the grey panel there is a cell called ‘Subject 1’. For example the subject line has entered as “Spring getaways from $358 per couple”, but this can be changed by simply re-typing the subject line copy that currently appears in the ‘Subject 1’ cell.


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When the subject line is present, the ‘optimize’ link can be clicked to display multiple subject lines; additional subject line alternatives can be added or removed. TAGUCHI® will automatically split-test these alternatives as it sends the broadcast, or as messages are triggered.

Unless your SMART Template has been customised to do otherwise the TAGUCHI® optimizer will try and send more of email containing the most subject line (as determined by the open or click through rates). The optimizer’s ability to respond to subscriber open and click behaviour will vary according to the variation in subscriber response, size of the email and speed of the broadcast.

6.2 Adding Content Blocks to the Template

In the grey-bordered section called the ‘Main Content section’, you can use the ‘add item...’ dropdown menu at the top-right corner of the content block, to add the previously mentioned content item blocks.

Once an item has been added, its details can be modified, and its position relative to other items can be changed by ‘dragging and dropping’ the item header bar (between the item type on the left and the ‘delete’ button on the right).

Items can also be dragged to other content blocks (for example, between a Main Content area and a Sidebar area), provided the item type is available in both.

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After updating item details, or re-ordering items within the email, click any of the orange ‘Save’ buttons (top or bottom of the page) to save the changes, and the content is then updated in the preview pane.

Please note that if multiple users are editing an activity simultaneously, the changes made by each user will overwrite any previous changes.

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6.3 Adding Copy Manually to a Content Block

To enter marketing copy in the respective Content Blocks such as Intro Articles or Article Blocks, it is a matter of simply typing this directly into the cell in the Wizard Editor.


If you copy and paste directly from MS Word, MS Word styles its text with invisible XML and as a result may cause the font to render incorrectly. This is because it carries over ‘junk’ code. To ensure your intended copy renders correctly, paste the copy into a Text File or a Note Pad Editor first, before importing in the copy cell in the Content block.

Taguchi have added a new ‘sanitize’ filter to the Content text fields. This should automatically clean out any junk code from MS Word, Photoshop, Dreamweaver etc. It does a fairly good job, however it’s not 100% perfect. If you do encounter this problem, then the easiest way to fix this is to click on the ‘HTML’ view button </> in the Content section of the affected Intro block, and delete everything except for the actual content you require.

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6.4 Adding Images to Newsletter Articles

To add an image to an Article Block, click on the grey ‘Select’ button next to the ‘Image’ cell in the content block. The following pop-up box appears. Click on the ‘Choose File’ button and select the appropriate image from your image library. Then ‘Save’ your changes.


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6.5 Adding Hypertext Links to Newsletter Articles

Adding Hypertext Links to the articles enables you newsletter subscriber to click on a link which will automatically directed them to another website, landing page, microsite or online information portal.

To create the link, type in the description of the article you would like the reader to see in the newsletter. In the Editor section of the article block, make sure that you highlight the ‘article copy’ with you mouse and at the same time click on the icon with the chain and the green plus sign.

Fill in the following details:

1. The URL link of where the article appears

2. Give the link a name

Click on the grey ‘Update’ button.

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6.6 Creating an Email Address As a Link in an Article

To create a RTE pop up in a newsletter article for an email address, the email format that needs to entered in the product content cell will need to be the following: mailto:[email protected]

The next step is to turn off link tracking for that email address. To do this, they need to go into HTML mode. Click on the blue HTML button which is the forth icon from the left hand side.

Once you are in HTML editing mode the next step is to add {onclick:notrack:} to the end of the ‘href’ attribute:

In the code this will look like: <a href=”mailto:[email protected]{onclick:notrack:}”>Email address</a>

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6.7 Why Use Cluster Tags?SMART Template links can be tagged a key word to build a profile of an email recipient’s interests overtime. ‘Cluster Tags’ are recorded against the subscribers profile every time they click on a link. Links within email blocks or individual emails are allocated cluster key words. Overtime this information is used to understand the products or categories that the subscriber is most interested in.

Algorithms run in the background to determine if there is a particular pattern for that subscribers’ click through behaviour related to any key word. If so, that subscriber is added to a cluster. This process isn’t based after a few email sends. It may take months depending on the frequency of the communication and subscriber responsiveness.

Subscribers with similar interest categories are grouped into ‘Clusters’ that can be targeted with specific offers overtime. Unlike stated preferences, Cluster preferences are dynamic and based on what the recipient actually did, not what they said they thought they would do.

Once there is sufficient data to determine whether a subscriber belongs to a particular cluster, TAGUCHI® SMART Templates can be adapted to automatically deliver content according to cluster preferences.

6.8 Creating Cluster Tags in TAGUCHI®:

Go to the Settings link in the top navigation and then click on the ‘CLUSTER KEYWORDS’ tab.


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Click on the ‘Add a new cluster keyword’ button. A pop up box called ‘Create cluster keyword’ appears. Enter in the box the name of your Cluster keyword and press the ‘Create’ button.

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6.9 Adding Cluster Tags in an Article Block:Using a ‘TaguchiTravel’ activity, you will note that at the bottom of the Article Block there is heading called ‘Cluster’. From the drop down menu select the Cluster appropriate for the article. You will note that Clusters Tags also appear in Intro Articles, Banners & Product Grids.


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6.10 Dynamic & Multiple Subject Lines

Just below the Activity Edit Timeline area, in the grey panel there is a cell called ‘Subject 1’.

Subject 1 – The TAGUCHI® Activity Edit displays a single subject line placeholder field by default.

Subject 2 – Additional subject lines can be added by clicking the ‘add’ link below the Subject 1 placeholder.


A subject line can be removed by clicking on the ‘delete’ link at the end of the subject line placeholder field.

Note: If you leave a subject line placeholder field blank, this is still considered a valid subject line for broadcast split test purposes. That is, emails will be sent to recipients with a blank subject line. Therefore if you don’t want to specifically send an email with a blank subject line, delete it prior to approving the broadcast.

6.11 Testing & Optimizing Subject Lines

You may test 2 or more subject lines (in fact as many as you want) for your eDM. For large subscriber lists (4,000 plus) it may be valuable in optimizing perhaps 3 or 4. When testing different subject lines, be sure to use a clear call to action, a clear message or value proposition.

When the subject line is present, the ‘optimize’ link can be clicked to display multiple subject lines; additional subject line alternatives can be added or removed. TAGUCHI® will automatically split-test these alternatives as it sends the broadcast, or as messages are triggered.

Unless your SMART Template has been customised to do otherwise, the TAGUCHI® optimizer will try and send more of email containing the most subject line (as determined by the open or click through rates). The optimiser’s ability to respond to subscriber open and click behaviour will vary according to the variation in subscriber response, size of the email and speed of the broadcast.

The speed of the broadcast can be controlled adjusting the ‘throttle’. This can be set just before broadcasting your message.

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6.12 Multi variate Testing & Content Optimisation

TAGUCHI® allows for real time optimization of broadcast email content and messaging. This can include real-time copy testing of optional subject lines, alternative captions, visual concepts, price points and calls to action. Real time content optimisation is designed to significantly increase the impact and effectiveness of broadcast and trigger emails, by split testing the content in real time – to increase open rates, click through rates and sales conversion.

This powerful feature enables marketers like you to transform email campaigns from a ‘wait and see approach’ to a process where content and messaging within the emails is optimized in real time. Using sophisticated algorithms and analytics, TAGUCHI® enables real time multi variate testing – automatically optimising the most effective combination of content such as:

• Subject lines

• From addresses

• Captions

• Graphics / pictures

• Sub-captions

• Body copy

• Call to action messages

The optimization process continues throughout the entire broadcast, with content being automatically refined as subscriber feedback is captured. Content can continue to be automatically optimised throughout the broadcast. TAGUCHI® offers the flexibility to adjust the cycle-time of the optimization process by adjusting the broadcast rate.


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6.13 Setting Up Optimisation Groups

Specific Subject Lines can be linked to specific blocks of content with an email e.g. Banners. Conducting a test to link ‘Subject Line A’ to ‘Article A’ and ‘Subject Line B’ to ‘Article B’ in your SMART Template e.g. looking to trial 2 different creative banners in your eDM.

Creative optimization is done differently, in order to give you the flexibility of matching different creative segments with each other.


To set this up, you need to use the ‘Optimization Group’ drop down in each title. Everything is linked into the ‘Default’ optimization group initially, which it means it’s displayed on all versions of the eDM.

To make a banner display in only one version, just select ‘Version A’, ‘Version B’, ‘Version C’ or ‘Version D’ as appropriate. To link a specific subject line to a specific item of content, select the checkbox next to ‘Link subject line (1-4) with optimization group’.

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If the checkbox is ‘checked’, subject lines and content versions are paired in order, i.e. Subject 1 is paired with content Version A, Subject 2 is paired with Version B. This means that two subject lines and two content versions generate two distinct ‘combinations’ of content.


To do this in an existing activity, just add another subject line, check the ‘Link Subjects…’ box, and ensure that you’ve got content assigned to both ‘Version A’ and ‘Version B’ via the ‘Row Optimization Group’ drop-down menu at the bottom of the Article, Banner blocks etc.

If the checkbox is ‘not checked’, each subject line is used with each content version, i.e. two subject lines and two content versions generate four distinct combinations of content.

6.14 viewing Optimised Combinations

If an Activity has been created incorporating either multiple subject lines or optimisation groups, each unique email combinations can be viewed by using the ‘Combinations’ drop down menu at the top of the Activity preview pane.

For example if you have:

• 3 subject lines and 1 set of content, you will have 3 combinations

• 2 subject lines and 2 sets of content (not linked) you will have 4 combinations

• 2 subject lines and 2 sets of content linked using Optimization groups, you will have 2 combinations

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7.0 SELECTING A DISTRIBUTION LISTUnder Distribution Settings, click on the green ‘Select Recipients’ button. Select the Distribution Lists you would like to use in the broadcast. Having different distribution lists allows you to send the email to multiple interest groups / segments.

SECTION C : PREPARING FOR BROADCAST

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8.0 PROOFING & APPROvALWhile an email or SMS activity is being set up, Proof messages can be sent to designated Proof lists using the drop-down menu immediately above the CMS edit pane.

These Proof messages will be identified by a ‘[Proof]’ marker at the start of the subject line, and a header at the top of the email content stating that the message is a proof, and inviting comments.

Any comments left by subscribers to the proof distribution list will be displayed at the top of the activity edit view.

Once an activity’s content has been completed, it must be submitted to a designated approval list (3 for signoff). Approval requests can be sent using the drop-down menu immediately above the preview pane.

Like Proof messages, Approval requests are identified by a marker at the start of the subject line ‘[Approval Required]’ and a header at the top of the email content. The approval header indicates the target lists and views selected for the message (if the activity type is broadcast email or broadcast SMS), and provides three actions: approve, reject (with reason), and add comment.

A message must be approved by at least one member of an approval list, and not rejected by any, before it can be sent (or, in the case of a triggered message, before the changes will take effect). Every time the message content, template or target lists/views are changed, the message will lose its approved status, and require re-approval. This ensures that an unapproved message can never be sent.

During the edit, proof and approval stages of the activity setup process, all changes made are logged. A list of changes, are always visible in the log link under the activity taskbar. Each version of the message saved is allocated a revision number (at the end of the comment), and listed along with the time at which it was saved.


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Before sending a proof make sure that you checked and tested all the links, spelling, images, optimised combinations and subject lines.

Click on the grey ‘Send Proof’ button. The following light box appears and select Proof Recipients. Click on Send Proof and an email of the Activity will be sent. You may add comments or a message when asking for Proof.

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A notification email is sent to people on the pre-defined Proof List. These Proof messages will be identified by a ‘[Proof]’ marker at the start of the subject line, and a header at the top of the email content stating that the message is a proof, and inviting comments.

Requesting an Approval has the same process as requesting a Proof. Click on the ‘Request Approval’ Button and select the Approval list in the drop down. You may add comments or a message when asking for Approval.

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9.0 DEPLOyING A NEWSLETTER FOR BROADCASTA message must be approved by at least one member of an approval list, and not rejected by any, before it can be sent.

When the ‘Approve’ button has been selected a light box appears. Tick all 3 boxes.

• Approve manual broadcast at any time.

• Approve revision e.g. 12345

• Approve distribution: distribution as a triggered message.

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Click on the green ‘Approve’ Button.

Once a broadcast has been approved, the approval status box above the preview pane turns green and a ‘Deploy’ button appears. Clicking this button displays the queue interface.

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You may adjust the throttle to control how fast or slow you would like the broadcast to be. Because the optimization process continues throughout the broadcast, TAGUCHI® offers the flexibility to adjust the cycle time of the optimization process.


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The status box above the preview pane is updated with narrative to state that the broadcast has been updated.

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10.0 MEASUREMENT & REPORTINGCampaigns provide a basic set of reports built into the detail view. At the top of the page is the campaign dashboard, which shows activity over time.

SECTION D : POST BROADCAST

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In the activity list, basic statistics are shown for a specific email or web page.

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By clicking on the headings ‘Opened’ and ‘Clicked’ the number will change to a percentage i.e. Open Rate or Click Through Rate. If you click once more, another mini chart will appear showing the trend. Clicking on ‘Unsubscribe’ header will convert the result into a percentage of unsubscribes.

10.1 Generating a Campaign Report

Activity Reporting is accessible via the Campaign Detail view. You will need to the select the specific Campaign that you would the Campaign Report for. Simply tick the check box e.g. ID158 is for ‘Promos 2012’. Click on Generate Report, in the ‘Select an action’ drop-down box under the Tasks column of the activity table.


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From the UI you can generate a Campaign Report in either a PDF or CSV format, with the report being sent to logged in user or to a pre-determined ‘Notification List’, designed to receive reports when the query has been generated. A notification box appears to advise that an email will be sent to your inbox once the report is ready.

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Click on the blue link in the email to download your report.


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The Campaign Report in a CSV format includes the following:

• Sent, Delivered, Hard Bounces & Soft Bounces

• Open Rate, Unique Opens, Click Rate, Unique Click Rate

• Subject Line Optimisation with Open Rate, Unique Open, Click Rate, Unique Click Through Rate

• Newsletter Scheduled Broadcast Time, Begin Time and End Time

• Last 12 Months: summarises all of the above

10.2 Generating an Activity Report

From the UI you can generate a report on a particular Activity e.g. one newsletter dated 8th March 2012. You can generate two reports in a PDF format. They are an Activity Report or a Detailed Activity Report.

To generate a report, go into the Activity and click on the blue link called ‘Generate Report’. The following pop up box will appear. This process is similar in generating the ‘Campaign Report’ explained earlier.

From the ‘Report Type’ drop down menu you have the following two options – either an Activity Report or Activity Detail Report. Select the format you would like report to be in i.e. PDF or CSV.

You will also need to select the Notification List, that is who should receive this report. The system defaults to the user or you may select it so that it goes to a Notification List. Note: a Notification List needs to be pre-created in the ‘Settings’ section in the UI.

Click on the grey button ‘Generate Report’

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As per the steps in generating a Campaign Report, you will receive an email from TAGUCHI® to download the Activity Report.

10.3 viewing the Activity Results in the Taguchi UI

All email creation occurs in the ‘SET UP’ tab. To view results, simply go to the ‘RESULTS’ tab.

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There is a bar chart that shows Sent, Opened and Clicked as well as pie charts that summarise Response, Delivery & Optimization.


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You may change the display by selecting other options in the drop down menu such as: Clickmap (%), Clickmap (#), Heatmap etc.


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10.4 Generating Data Extracts

You may at any time generate extracts using ‘Behavioural Targets’. Extracts that can be generated are subscribers who had been Sent, Bounced, Opened, Clicked, Viewed and Unsubscribe for that particular activity.

To do this you need to be in the Campaigns tab of the Taguchi UI.


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Click on the Generate extract radio button and the following options changes to advise whether you would like the extract will either go to you (the user) or to a pre-determined Notification List.

Click on the grey ‘Continue’ button and a pop up will appear to advise that the data extraction has started and an email will be sent with a link for you to download that extract.

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TAGUCHI® is a data-driven marketing system which leverages standard and profiled databases. It can measure, profile and adapt in real time.

Essentially “the more you use it, the more it learns”, is best demonstrated by utilising Cluster Keywords and this is good starting point before the development of customised and smarter segmented eDM solutions.

Once there is sufficient subscriber activity data to determine whether a subscriber belongs to a particular cluster, TAGUCHI® SMART Templates can be further customised to automatically deliver content according to cluster preferences.

Your can shift from broadcasting the same generic message to the whole database – to multiple communication versions by auto tailoring the message based on these cluster preferences from the behavioural information collected over time.

Cluster Keyword Tags were developed and added as an additional feature in TAGUCHI® SMART Templates in the absence of content integration. Where external information sources are not available, Cluster Tags assist in the defining Cluster Tag “values” for your communications e.g. product categories or areas such as Hotels, NSW Holidays, weekend Breaks etc.

Cluster preferences are dynamic and based on what the recipient actually did, not what hey said they thought they would do.

Example 1. Today everyone on the NTE list receives the same set of offers, in the same order, regardless of what they have booked, clicked on or opened in the past. A blanket blast that is effectively hit or miss.

By applying the behavioral learning’s gathered from TAGUCHI® SMART Template Cluster tags, content can be skewed to better reflect the relevance to the recipient. For simplicity assume Cluster Tags were based Leisure vs. Corporate. If the recipient had previously shown more interest in Apartments then Hotels then they could receive communications that contained more Apartment offers, have Apartment product at the top of their emails, be made special offers only available to people in their cluster etc. This logic can be applied to broadcast or trigger based emails.

11.0 PRODUCT AND / OR CONTENT INTEGRATIONIntegrating your database into TAGUCHI® is to take marketing advantage of the centralised customer database. This will not only provide process efficiencies (i.e. common skill set required for all email marketing communications – broadcast or triggered) but it means we will know more about the subscribers across all brands.

A custom designed TAGUCHI® SMART Template with auto content integration and sophisticated Subscriber Database Management capabilities not only streamlines the entire production process due to integration of external sources to assist in the population of content for an eDM – it can also be customised to produce different versions of the eDM based on the subscribers’ interest, based on behavioural information collected.

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Subject to scoping and integration options available, content can be pulled directly from a website using product SKU search functionality for example. Content such as product details, images, URLs, pricing and copy can be populated into the Customised TAGUCHI® SMART Template. Additionally, the key category (or Cluster Tag value) could also be identified from the product URL.

Over a period of time (as defined by a set of business rules), the subscribers’ key interest category will then be identified and a “category specific” eDM is then sent to the subscriber that has shown interest in that category.

12.0 THE BENEFITS OF A CUSTOMISED TAGUCHI® SMART TEMPLATE• All eDM versions are created from a “Base eDM” in the same Activity Edit Interface that you are all familiar

with. There are however, different content blocks that are populated and defined to create the various category variations.

• There’s no need to “slice and dice” the subscriber database. The TAGUCHI® Digital Marketing System will automatically segment based on cluster category determined from click behaviour and send the subscriber the relevant category version. There is just one database - no multiple data files for each creative / category version.

• The objective is to increase relevance to the subscriber and stimulate greater engagement through higher open rates, click through rates and conversions.

• From a Reporting and Analysis perspective, Campaign results can be specifically customised to measure beyond the traditional email reporting metrics of open and clicks. Cluster values or in this case Product Category performance can then be provided in a Customised Report for management. Deeper insight into your marketing activity allows you to the refine your strategy or tactics to improve ROI and accountability.


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12.5% alloc

2% alloc

7% alloc

5.7% alloc

1.5% alloc

15% alloc

22.9% alloc

8.5% alloc18.6% alloc

6% alloc

Not for Launch

Interest Based Clicks

Whitegoods

Office Supplies

Electronics

Furniture

Computers

Mobiles

Cleaning

Cars

Food Gifts

Retail eDM(Monday, 26 September to Friday 30 September)

47.6%mean open rate

37.9% - 95.1%

$25,600sales generated

12.7%mean click-through rate

8.6% - 31.4%

102,141customers reached

54,237customers engaged

53.1%

Category Performance

Note: figures above for illustrative purposes only.

Generated at 01:14 on Friday 7 October 2011

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13.0 SOCIAL MEDIA OvERvIEWSocial media networks such as Facebook, Twitter, Google+ and LinkedIn have given online marketers greater opportunities to communicate with their customers. Email is being used to drive communication and engagement onto social media networks and remains a critical component in the social media ecosystem.

TAGUCHI® has included social sharing functionality that now enables email recipients to share content on the four most popular social networks Facebook, Twitter, Google+ and LinkedIn.

Incorporating more social media characteristics into all aspects of marketing communications and the move to make email more ‘shareable’ means that a strategic level, email serves as the conduit that brings users back to preferred social media and sites if required.

14.0 CONTENT EDITOR : SOCIAL NETWORK BUTTONSThe TAGUCHI® content editor supports insertion of social network buttons in your emails for sharing links and web pages to social networks like Facebook, Twitter, Google+, and LinkedIn.

This means you will be able to build momentum on social networks for an email campaign e.g. provide teasers and reminders through Facebook and Twitter for any big event that is coming up, a hot product offer or to encourage fans to subscribe to the email list.

In the content editor, simply click one of the four social media icons (Thumbs up for Facebook, Tweet bird for Twitter, G+ icon for Google+, and “in” icon for LinkedIn) to insert a link you want your subscribers to share, e.g., a link to an event or a promotional web page.

For example: For Facebook you can now insert a ‘Like’ button in your emails. Simply click on the ‘Thumbs Up’ icon for Facebook and enter: https://www.facebook.com/taguchitravel. Save the changes and the Facebook ‘Like’ button will appear in the respective content block.

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To insert a Twitter ‘Tweet’ button in your emails, simply click on the ‘Tweet Bird’ icon in the RTE, it will display the following dialogue box and enter the appropriate URL. Save the changes and the Twitter ‘Tweet’ button will appear in the respective content block.


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To insert a LinkedIn ‘Share’ button in your emails. Simply click on the ‘in’ icon and enter the appropriate URL. Save the changes and the LinkedIn ‘Share’ button will appear in the respective content block.

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To insert a Google+ ‘+1’ button in your emails, simply click on the ‘G+’ icon in the RTE, it will display the following dialogue box and enter the appropriate URL. Save the changes and the Google+ ‘+1’ button will appear in the respective content block.


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If no URL is entered, TAGUCHI® defaults the URL to share to the anonymised version of the email: (http://##config.hostname##/public/broadcast?sevt=##id##).

For Twitter, in addition to the URL, it will also ask for an optional text and hashtags to include in the tweet message. The # symbol, called a hashtag is used to mark keywords or topics in a Tweet. It was created organically by Twitter users as a way to categorise messages by a keyword:

A.) People use the hashtag symbol # before a relevant keyword or phrase (no spaces) in their Tweet to categorize those Tweets and help them show more easily in Twitter search

Hashtagged words that become very popular are often Trending Topics.

15.0 CLICKING THE SOCIAL NETWORK BUTTONSWhen a subscriber clicks on the Facebook, Google+, and LinkedIn buttons in the email, the online version of the eDM will be shown and a dialog box will be displayed. The following happens when a social network button is clicked:

• For Facebook, LinkedIn and Google+, the like or share actions will be displayed in the subscriber’s feed, where his or her friends and followers can see. TAGUCHI® tracks this ‘Like’ or ‘Share’ action. For Facebook, the number of ‘likes’ are displayed in the TAGUCHI® UI and in the Activity Detailed reports.

• For Twitter, the subscriber is redirected to Twitter’s sharing page before the subscriber can finally tweet the message. The tweet actions are not captured by TAGUCHI®.

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16.0 ACTIvITy REPLACEMENT TAGSYou can use the following content replacement tags within the various content blocks in your TAGUCHI® SMART Template to create a link. The following replacement tags are supported:

##social.twitter.name## refers to the Twitter user profile as entered in the settings/social networks tab

##social.twitter.follow## refers to the link to the Twitter profile

##social.facebook.name## refers to the Facebook user profile as entered in the settings/social networks tab

##social.facebook.follow## refers to the link to the Facebook profile

##social.linkedin.name## refers to the LinkedIn user profile as entered in the settings/social networks tab

##social.linkedin.follow## refers to the link to the LinkedIn profile

##social.gplus.name## refers to the Google+ profile as entered in the settings/social networks tab

##social.gplus.follow## refers to the link to the Google+ profile

This assumes the social network Settings is populated in the ‘Settings’ tab in TAGUCHI®. The value of the replacement tags above will be empty if social network settings are not populated.

e.g. To get subscribers to follow your Twitter account (number 2) simply add ##social.twitter.follow##. The below image shows how it appears in the preview pane. You may want to tidy the link by clicking on the ‘Hyperlink’ button. Highlight ‘click here’ with your mouse and click on the ‘Hyperlink’ with the chain icon. Paste (https://twitter.com/intent/user?screen_name=TaguchiTravel) in the URL text box and click ‘Update’.


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17.0 THE ROLE OF TAGUCHI® SUPPORTTAGUCHI® Support is our Help Desk operation and acts as our primary central point of client initiated contact. It is provided to clients to:

• report system problems (e.g. outages, bugs etc.)

• to ask general functionality questions

• for clients to get updates on any customer specific tasks or projects we may be undertaking for that client.

In addition to any online or printed documentation we provide, TAGUCHI® Support provides clients with a live knowledge resource to ask ‘simple how to questions’ in relation to the standard functionality of the software, escalating to appropriate technical experts as appropriate.

Contacting Support:An email to [email protected] is the best way to communicate with TAGUCHI® support as this email address is monitored by several team members.

Emailing or phoning individual support team members who may be busy or absent may not result in your query being answered any quicker, in fact it will most likely have the reverse effect.

In terms of defining ‘simple’, we generally view this as answers that require a 5-10 minute explanation and these are most commonly related to questions around the TAGUCHI® system user interface options.

Also, whilst technically out of scope and chargeable to the client, TAGUCHI® Support often assists clients complete minor ad-hoc tasks such as simple data extracts or general broadcast assistance of some sort.

The Support Team member will generally try and direct the client on how they can do these tasks themselves but may make a judgment call to do this for the client because it is more quick and convenient for all.

This is absolutely at the Support operators discretion - taking in factors such as time involved, resource availability, complexity and the likelihood that the task is an ongoing requirement or an easy ‘one off’ for example.

If the Support member believes that the task requested by the client needs to be charged for, they will advise the client and arrange for an Estimate to be provided.

While the Support team always try and be as helpful as possible and often go beyond their general help desk mandate to assist, TAGUCHI® Support should not be viewed by clients to be;

• a substitute for formal operator or technical training

• a service that provides unlimited at call database analysis, extracts or reporting, technical development expertise or integration consulting etc.

These services if provided by TAGUCHI® will generally chargeable at the rates outlined in schedule 1 of our agreement.

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Documents

I think. - Taguchitaguchi.com.au/files/Taguchi User Documentation.pdfNetworks tab. Twitter, Facebook, Google+ and LinkedIn are supported. Enter your username for each of the Social