Session Presentation

1. Managing Email
Within Multiple Lines of Business
Within the Enterprise
11:40-12:40 February 23, 2012

2. Today’s Session
This session should help enterprise email managers improve their
programs and ability to navigate compliance, internal partners, and
corporate management.
Many sessions focus on creative (especially for retail) or deliverability,
but rarely do you see a "how to" on managing the channel. Most
presentations are "a" campaign for "a" product.
Few focus on how to get email as a channel at the table with senior
level management at an enterprise company or give strategies
for working with disparate divisions with different products and
rules, yet reconciling them to an overall corporate goal. That is what
I am seeking to do here.

3. A Brief History of Email
• Early 60’s – email begins as a way for users of time-sharing mainframe
systems to communicate at MIT. Email was limited to users of a single
system.
• Mid 70’s – multiple proprietary systems develop for sending messages
between computers over closed networks and ARPANET (precursor to
the modern day Internet).
• Early 80’s – SMTP protocol developed. Standardized mailing format
with ability to send to multiple addressees.
• Late 80’s – MCI and Compuserve allowed to send ―commercial‖ mail
via National Science Foundation’s NSFNET as an experiment.
• Early 90’s – Online services AOL and Delphi join Compuserve.
• Mid 90’s – Text-based email used broadly in business world via MS Mail
and then Lotus Notes.
SOURCE: Interactive Email: The Next Big Revolution in Email; Aaron Smith, Responsys (EEC 2011)

4. A Brief History of Email
• Late 90’s – Web-based email platforms begin to appear
(Yahoo,Hotmail, Lycos). Support for HTML formatted email develops.
Early email marketing efforts by a few pioneers. First wave of ESPs
develop.
• Early 2000’s – Free for all! Broad-based support for HTML and
extensions such as javascript and video leads to abuse by spammers
and phishers. Crackdown on HTML capabilities.
• 2003 to 2010 – No video, no javascript, no Flash, code your emails like
it’s 1998.
• 2010 – Yahoo, Hotmail, Gmail beginning to experiment with enhanced
capabilities for approved marketing partners. HTML 5 allows for full
video playback on some platforms (iPhone, Apple Mail, Entourage),
with fallback image displaying on unsupported platforms. Gmail Priority
inbox.
SOURCE: Interactive Email: The Next Big Revolution in Email; Aaron Smith, Responsys (EEC 2011)

5. Bridging The Gap
• What are each trying to achieve?
• B2B – Trying to sell a product or their people (service)?
• B2C – Selling a product, experience, or a brand?
• B2G – Relationship management?
How you approach these and value of an account will vary very much.
IMAGE SOURCE: Jeco via http://www.flickr.com/photos/jeco/858906802/sizes/m/in/photostream/

6. Who Are You Talking To
• Who are you mailing?
• What do you know about their audience?
• What does the requestor know about their audience?
• Source
• Basic info
• Frequency
• Engagement
IMAGE SOURCE: Kheel Center, Cornell University via http://www.flickr.com/photos/kheelcenter/5278592710/sizes/m/in/photostream/

7. What’s The Action?
• What do you want them to do?
• Can they do it with email?
• Can you track and measure the desired action?
IMAGE SOURCE: tik_tok via http://www.flickr.com/photos/tiktok-africa/6014631600/sizes/z/in/photostream/

8. Integrate
• Social
• Mobile
• Web

9. Legal
• Compliance Best Practices
• What changes are legit and what are suggestions
• Draw the line between marketing needs and compliance
requirements (is there another way to solve the issues?)
Text of CAN-SPAM Act of 2003 http://www.ftc.gov/os/caselist/0723041/canspam.pdf
IMAGE SOURCE: Scott jsmoorman via http://www.flickr.com/photos/jsmoorman/2298671281/

10. A Proper Email
• Marketing Best Practices
• Set tests
• Make sure there is action

11. One Size Does Not Fit All
• Working with different business units who have different goals while
keeping email effective
• Work partners into the whole email cycle from test set up to reading
metrics post deployment
• Show them ―why‖ and back it with results
IMAGE SOURCE: Micky.! Via http://www.flickr.com/photos/gsi-r/4461998438/sizes/m/in/photostream/

12. Understand Metrics
• Understanding the different reporting needs of each unit
• Set realistic expectations
• Communicate results and impact on every program

13. Presenting To Management
• Presenting the enterprise to management
• Have your tactic split out
• Executive doesn’t care about deliverability, opens, and clicks just $,
what customers are doing, and what they will do
• Know who you are talking to
Executive
Business Unit
Stakeholder
Requestor
IMAGE SOURCE: ABC

14. Run State Across The Enterprise
• Service Level Agreements (SLAs)
• Traffic management across the enterprise
• Frequency business rules (include other tactics)
• Be a resource, since you see all that goes out — suggest filling gaps
• Share what works across the enterprise
• Connect and sequence like programs for a holistic approach to
customer management and cross sell.
IMAGE SOURCE: PaulTeee via http://www.flickr.com/photos/terfe/2053158455/sizes/m/in/photostream/

15. Run State Across The Enterprise
• Prioritization (biggest fish shouldn’t always get all the attention)
• Give tests a chance to work
• Communication with management and partnership with peers
IMAGE SOURCE: Alatryste via http://www.flickr.com/photos/alatryste/4818931347/sizes/m/in/photostream/

16. Navigating the Enterprise
• Leverage traffic management across the enterprise cross sell,
servicing, marketing, etc. for more effective campaigns
• This is where you start to advise the business as you see what is
deployed effective, etc.
• You start making suggestions on what can and should go based on
results
IMAGE SOURCE: Matti Mattila via http://www.flickr.com/photos/mattimattila/5945224021/sizes/m/in/photostream/

17. Navigating the Enterprise
• Communicate results to corporate management overseeing the
whole enterprise to show the value and role email plays.
• Involve the partners
• Understand what are good and realistic results in one vertical are
completely different in another
IMAGE SOURCE: Mharrsch via http://www.flickr.com/photos/mharrsch/493793780/sizes/m/in/photostream/

18. Key Points
If you are going to get email taken seriously as an equal partner today:
• Educate the business
• Always be able to articulate the ―why‖
• Leverage your data and bring ideas to partners
IMAGE SOURCE: Brenda-Starr via http://www.flickr.com/photos/brenda-starr/3509344402/sizes/m/in/photostream/

19. Questions
?

20. Laurence Rothman
Senior Consultant, Brand Reputation
rothmal@nationwide.com
Twitter: @LaurenceRothman
Office: (614) 677-2787
Mobile: (614) 208-9373
One Nationwide Plaza, 1-24-202
Columbus, OH 43215