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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.
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Flexible Frameworks: A Springboard to Sophistication
Speakers
Angie WeymanDigital Coordinator
Gannett
Marvin CalGraphics & Technical Developer
Precision Dialogue
Peter MeeusDigital Marketing Specialist
Bose Europe
Anna MeierSenior Design Consultant
ExactTarget
Fundamentals of a FrameworkCommon Language, Benefits & Types
Success StoriesGannett
Precision Dialogue / Midas International, Inc.
Bose Europe
Q&A
Agenda
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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?
Flexible Framework
Custom Template
HTML Shell
Email Architecture
Modular Design
Email Wireframe
Common Language
Benefits of Flexible Frameworks
Brand SophisticationConsistent Brand Elements = Subscriber Trust
Process EfficiencyInitial Implementation of Framework = Future Time Savings
Campaign PerformanceStandard Engagement Techniques = Increased Clicks
Framework for Evolution
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Two Basic Types
Standard ET Template HTML Paste
• Identify goals for framework• Analyze current state of
creative, content, data & process
• Determine requirements & inputs for framework
• Begin content planning & wireframing
Getting Started
Keys to SuccessEmail Style GuidePhotoshop, for mockups
UI Pattern LibraryHTML/CSS, for coding
Elements included:
Headlines Body copy
Buttons Links Icons
Bullets Callouts
Image stylingborders Footers
Gannett Success Story
78 Brands Across Gannett…
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One-Off Solutions for Typical Acquisition Efforts
78
BRANDS
x 5 Holiday Events in 2013
Challenge: Single-Copy Sales Effort SupportingAll Gannett Brands
Created a variable email within the enterprise account
Pulls two data extensions
1st data by creative
*Uploaded by Gannett via a basic spreadsheet
2nd data by customer data
* “PUBBRAND” included in the data, tied to each customer
Confirming fields are pulling with Send Preview
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Easter Send
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Mother’s Day Send
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Back to School Send
Results for GannettDesign 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
Midas Success Story
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
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
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
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
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
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
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
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Midas Success StoryPRINTOLD CREATIVE EMAIL
Midas Success StoryPRINT
NEW CREATIVEEMAIL
Midas Success StoryJust how flexible is the Midas email?
I change!
Midas Success StoryJust how flexible is the Midas email?
I change!
I change!
Midas Success StoryJust how flexible is the Midas email?
I change!
I change!
I can be Speedee!
Midas Success StoryJust how flexible is the Midas email?
I change!
I change!
I can be Speedee!
No mileage, no problem!
Midas Success StoryJust how flexible is the Midas email?
I change!
I change!
I can be Speedee!
No mileage, no problem!
I can disappear!
Midas Success StoryJust how flexible is the Midas email?
I change!
I change!
I can be Speedee!
No mileage, no problem!
I can disappear!
Me too!
Midas Success StoryJust how flexible is the Midas email?
I change!
I change!
I can be Speedee!
No mileage, no problem!
I can disappear!
Me too!I say “Kilometers” in Canada!
Midas Success StoryAnd I look awesome in mobile too!
• 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 StoryMidas: Scripting and Automation
• 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 StoryMidas: Scripting and Automation
• 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
• Results
Midas Success Story
Bose Success Story
50 campaigns / year
8 triggered sends
16 versions
130 MD/Y to localize
10 languages
CAMPAIGN management
CONTENTmanagement Automated content editing
Translation memoryAutomated validation process
Content from data-extensions
Images hosted atCDN-solution
Fixed content blocks
Optimization
Scalable over different devices
Bose Success Story - Results
PRODUCTION TIME50%
EFFICIENCY41%
• 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
Visit http://pages.exacttarget.com/etdesign for additional design resources and sample responsive code sample flexible framework, including:
• Additional Design Resources• Sample Responsive Emails• Design Tools & Freebies
Additional Resources
Peter [email protected]
Contact us
Angie [email protected]
Marvin [email protected]
Anna [email protected]
Q&A
Thank You!
