Marketing automation-templates

@Vanessa _Bright
Marketing Automation:
Templates, Templates, Templates!
Vanessa Bright
Online Marketing Manager, Emerson Process Management – Rosemount
May 2014

@Vanessa _Bright2
Type of
Templates
Email Templates
• Requirements based on
business needs
• Templates adoption
challenges
• Mobile aspect
Marketing Automation
Campaign Templates
Word-Based
Internal
Email
Templates

@Vanessa _Bright3
Type of
Templates
Email Templates
business needs
challenges
• Mobile aspect
Campaign Templates
Word-Based
Internal
Email
Templates

@Vanessa _Bright4
Marketing Automation System
Website
Common Marketing Template Types
Creative
Brief
Campaign
Brief
Roadmap
Website
pages
Landing
pages
Email
Automated
Campaign
templates
General
Marketing
Online
Channel
Components
Templates
discussed in the
presentation

@Vanessa _Bright5
Common Marketing Template Types
Website
pages
Landing
pages
Email
Automated
Campaign
templates
Less flexible More flexible
(testing opportunity)
Collection of
components

@Vanessa _Bright6
Type of
Templates
Email Templates
business needs
challenges
• Mobile aspect
Campaign Templates
Word-Based
Internal
Email
Templates

@Vanessa _Bright7
Email Template: Example
• One topic email
• B-to-B; primary
audience uses Outlook
• Include possibility for
responsive if something
changes in the future
• Often translated into
several languages
• Template might be used
by business units
without significant
HTML expertise

@Vanessa _Bright8
Email Template: Example – General Considerations
• Large, clear font
• Large headline
• Two clear calls to action
• “Recovery Pane” with
additional company
information

@Vanessa _Bright9
Email Template: Example – Outlook Considerations
• Call to action is visible in
preview pane

@Vanessa _Bright10
• Email must be
understandable
without images
• Additional benefit –
easy translation

@Vanessa _Bright11
• Email must be
understandable
without images
• Additional benefit –
easy translation

@Vanessa _Bright12
Email Template: Example – Mobile Considerations
• Large, clear font
• Large headline
• Clear calls to action in
sufficient distance from
other calls to action
• Option of responsive
coding

@Vanessa _Bright13
• Possible to remove
what is not critical for
mobile version

@Vanessa _Bright14
• Mobile version
(could be applicable for
responsive coding)
Mobile option might be
used for mobile-specific
promotions – call to action
to download an app

@Vanessa _Bright15
Email Template: Mobile Aspect
Mobile first Responsive Desktop
Primarily Mobile
audience
Mixed audience Primarily Desktop
audience

@Vanessa _Bright16
Email: Mobile Opens (Primarily B-to-C)
https://litmus.com/blog/email-client-market-share-where-people-opened-in-2013
2013

@Vanessa _Bright17
http://www.chiefmarketer.com/b2b/enewsletters-outperform-b2b-promotional-emails-study-21022014
Email Open Email Clicked
Email: Mobile Activity B-to-B

@Vanessa _Bright18
Make DECISIONS
Based on YOUR DATA

@Vanessa _Bright19
Email Templates Checklist
 Audience: recipient devices
Mobile vs. Outlook?
 Your team’s skillset and production capacity
Volume vs. quality
 International aspects
Avoid text in graphics for easy translation
 Design elements
– Device-based
– Calls to action
 Agency selection
Experienced agency familiar with your marketing
automation system (design and coding capability)

@Vanessa _Bright20
“Encouraging” Stakeholders to Use Templates
• “Where should our banner go?”
• “Why do you think my copy is
too long?”
• “I am visual… I need to see how
my copy looks in the template,
and then I will make
adjustments”
• “I need to show my copy in the
template to my boss, who might
decide to change it completely”
Bang
Head
Here

@Vanessa _Bright21
Email Content Template
• Include explanation into the
template
• “Recreate” template in Word
allowing easier “preview” of
the final email
• Template explanation is
always available
• Stakeholders can go through
initial revisions before email
is built
Download at
http://OnlineMarketingMoment.wordpress.com/templates/

@Vanessa _Bright22
• Example of an email of a
particular type with
sample copy
• Explanation of each
email component

@Vanessa _Bright23
• Editable Word document
approximately
“recreating” email
template elements

@Vanessa _Bright24
• Mandatory template
elements
• Additional information
(subject, testing plans,
personalization, et.)

@Vanessa _Bright25
Type of
Templates
Email Templates
business needs
challenges
• Mobile aspect
Campaign Template
Word-Based
Internal
Email
Templates

@Vanessa _Bright26
Automated Campaign Template
• Campaign flow
• Collection of components
(editable email and
landing pages)
• Element checklists
Automated
Campaign
templates
Collection of
components

@Vanessa _Bright27
• Easily modifiable template
for stakeholder review
• The template includes
“easy to forget” elements
Download at

@Vanessa _Bright28
• Basic campaign
information
• Good to state objective
and KPIs (even if they are
present in the high-level
campaign brief)
• Tests, personalization, etc.

@Vanessa _Bright29
• Campaign flow – can be
easily modified for multi-
touch campaigns

@Vanessa _Bright30
• Naming Conventions to
keep your marketing
automation system
organized
• Subjects, META, Tests
(very easy to forget  )

@Vanessa _Bright31
• Email Content Template
• Link tagging (if used)

@Vanessa _Bright32
• Landing Page Content
template (similar to the
Email Content Template)

@Vanessa _Bright33
• Form information
• Hidden fields and data
questions (usually standard
for many campaigns)
• Processing steps and
nurturing questions
(very easy to forget  )

@Vanessa _Bright34
• “Thank you” page and
“Thank you” email content
templates (similar to email
and landing page content
template)
• Additional call to action
question

@Vanessa _Bright35
General checklist:
• Analytics (Web and Email)
• Automated alerts and
reports (including naming
conventions)

@Vanessa _Bright36
Marketing Automation Campaign Communications
• Naming conventions
• List of communications
• Stakeholder review
questions
Download at

@Vanessa _Bright37
Campaign Communications - Stakeholder Review
• Attached emails and list of
landing pages URLs can be
challenging to review
• Using online version of
emails and linking URLs to
the original campaign flow
is easier to review
Thank you, Jhenna!

@Vanessa _Bright38
Type of
Templates
Email Templates
business needs
challenges
• Mobile aspect
Campaign Templates
Word-Based
Internal
Email
Templates

@Vanessa _Bright39
Internal Communications Dilemma
• Internal communications
love “pretty emails”
• Limited resources to create
internal assets
• Internal communications
would like to see metrics
• Could be useful to have a
method allowing internal
communications to send
“pretty emails” without
relying on marketing
resources

@Vanessa _Bright40
Internal Communications Options
Creation of the
email as a Word
document
Copy-paste to Outlook
and send to Outlook
distribution lists
House content on
Intranet; which can
be source of metrics
Can be done by almost anybody in the
organization

@Vanessa _Bright41
Microsoft Word-Based Internal Communications Template
• Example of possible
internal communications
templates
• Explanation of the template
creation process and issues
workaround
Download at

@Vanessa _Bright42
Type of
Templates
Email Templates
business needs
challenges
• Mobile aspect
Campaign Templates
Word-Based
Internal
Email
Templates
Download templates at

@Vanessa _Bright
Vanessa Bright
Vanessa.l.bright@gmail.com
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Marketing automation-templates

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