MAHA Global and IPR: Do Actions Speak Louder Than Words?
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BritishGas_eDialog
1. Emailbest practice
Email best practice
How British Gas can make best use of your
email communications
How British Gas can make best use of your
email communications
3. Who we are – the 5 minute version
e-Dialog is a specialist provider of email and multi-channel technologies
and services
Born in the USA but with a totally self-sufficient European team
115 digital marketers, technology experts, data specialists, analysts, production experts and
designers
Unique in having both market leading technologies and the resource to
support digital, multi-channel marketing needs
Gives clients the flexibility to engage with us with whatever level of support they want
An infrastructure that today delivers over 100 billion emails/year and a
vision that is future proofed to support our clients.
“Cyber Monday” (Thanksgiving period) – 255 million emails. Plus over 2,000 transactional and
automated emails a minute. Plus hundreds of automated programmes delivering personalised
messages
Passionate about the work we do and the clients we serve
4. Office Locations
Burlington, MA London
Seattle, WA
New York, NY
Denver, CO
KOP, PA
Austin, TX
Singapore
9. Client snapshots
 Database of 100 million+;  Self-deploy client; developing
global engagement managed extensive automation for
out of three offices; mail in 30 newsletter and behavioural
languages+ programmes
 130 stakeholders; global CRM,
campaign deployment,  Strategic Leadership; advanced
reporting and analysis content publishing solution
 Self-deploy client; deeply
personalised programmes with  50+ content feeds; automated
deep content integration time sensitive marketing
10. Supporting British Gas
Dedicated Client Service team at e-Dialog
Scope of relationship determines functional team representation
Campaign Support Tools & Data Support
Communication Client Meetings
Sharing Knowledge and Expertise
Key Responsibilities:
Annual : Planning Session Deliver Strategic Business Reviews to entire team,
focusing on metrics for all business units and markets
Bi-Annually: Business Review Meeting
Email Analysis Performance Metrics
Learnings Applications
Monthly: Email Planning Session, Account Check-in Meeting
Daily: Campaign and project progress as well as performance updates
11. Client Service Team Structure
Account Development
Client Service Lead
Lead
Producer Support Resources
• Producers
• Project Managers
BSA • Database
Programmers
• Project Developers
• QC Specialist
Strategy • Analytics Specialists
Specialist • Strategy Specialists
12. Supported by Functional Experts
Strategic Services Creative Services
 Channel Development Consulting  Ideas and Concepts
 Customer Journey Mapping  Design
 Channel Planning / Programme Design  Copywriting
 Analytics and Insights  Guidelines and Templates
British Gas Client Service
Team
Technical Services Production Services
 Data Services  Campaign Execution
 Project Management  Tool and Workflow Optimisation
 Web Application Development  Quality and Testing
 Automation  Translation
26. It‟s not just calls & texts
Mobile phone activities
Checking
personal email
is predominant
activity
Common
behaviour among
Social and Mobile
users
Base: Respondents with an Internet-enabled mobile phone
29. Its Not Just Last Click
Site
Purchase
Here‟s what you Branded
see… Keyword
Search
Closer
30. Its Not Just Last Click
Here‟s what you missed Here‟s what you
see…
Affiliate
Branded
Day 1
Day 8
Natural Site Display Site
Campaign Social Keyword
Search Visit Search Purchase
Email
Marketin
g
Introducer Influencers Closer
Purchase Path Provides Full Funnel Visibility
35. How does British Gas compare?
300 EMEA Client Relevance Scores
250
200
150
98
100
50
0
BG
British Gas Relevance Trajectory score currently stands at 98/300
35
75. What can be achieved in
8Seconds…..
The number of CTRs
by up to 45% and
often more
Testing of email campaigns is a proven
method to increase ROI.
75
76. How…..
Image Optimization
Buy Now Shop Now Click Here
More Info Switch Now Register
Different images to different recipients
that open their email
Measures statistically and in real time
which images are the most successful in
terms of clicks or conversions
Automatically shows this best image (or
combination of images) to the next
recipients that still have to open their
email at that moment in time.
76
Annotate a Picture PageUse this template to highlight important features of an email design etc…To add a border to the picture Click on the picture and the select the PICTURE TOOLS FORMAT too from the tool bar at the top of the screenSelect the 1st option of the left (Simple Frame, White)DONEUSE THE SPEECH BUBBLES to highlight image elements
Nearly x3 more email accounts than Facebook & Twitter combinedTotal posts on Facebook and Twitter combined add up to 0.2% of all email traffic
As the places that we use the Internet slowly change and develop, with the increasing penetration of smart-phones and other mobile devices like tablets so too do the types of tasks that we carry out on our work and home PCs and on mobile devices.  This chart shows the breakdown of activities typically undertaken on an Internet-enabled mobile phone; here email rules the roost, (specifically checking personal email) with search, news, maps, and social networking following up the rear. Also interesting to note that Mobile shopping currently has a small sharehold in this chart but it’s an area of incredibly rapid and recent growth with developments in mobile versions of websites, an increase in consumer confidence and the development of more powerful Apps to support transactions. So, there’s tremendous growth here in this space, we’re seeing sales of phones and tablet devices cannibalise PC sales globally, in a world where we all have our one-stop-shop digital companion in our pocket, it’s important to know and note that email is still the number one form of communication and activity.
So, here are the six factors all together. They overlap to a degree, and every one of them can be used in a coordinated, integrated way, to leverage the impact of your messaging.
The default intro slide has a simple grey background. If however you want to include an image behind the page turn device you can change the background by editing the slide master.1. Go into SLIDE MASTER mode and RIGHT CLICK on the very bottom slide (this is the cover slide).2. Choose the FORMAT BACKGROUND option from the dialog box.3. Upload a file from your computer.4. DONE you will now se part of the image being revealed by the page peal device.When choosing imagery please select an image that is textural and relevant to the client/subject being presented.
Example Quote Page
Content over Image pageTo get the heading and content to line up properly in some cases (when a heading wraps to 2 lines) you may need to adjust the padding at the top of the grey box. To do this….Right click on the shapeSelect the Format shape option from the dialog boxSelect the text box optionAdjust the settings for the TOP Internal Margin until there is enough space between the heading and the contentDONE
Advanced functionality like videos/audio/animation up until now has been implemented using plugins.Previously plugins have been blocked in email due to security issues HTML5 is bringing functionality from plugins into the browser, therefore as newer browsers support advanced functionality by default. This functionality is increasingly supported in email clients.
Looked at users who are known iPad users – based on open data collected by our tool – targeted themTechnology opportunity and creative messaging working together – very important that any use of technology supports the overall message and aim
Support is expected to increase as:- webmail clients update their platforms- More users move to smart phones/tablets
Can custom publish hidden fields to this form, so that we can authenticate the email recipient with the meter reading online platformOn submitting the form, the data is loaded into the British Gas online meter platform, and additional fields can be filled out if required
Can specify the input keyboard on iPhone/iPad – eg. Use number selector, will revert to regular keyboard for other users
We can send a different message where forms aren’t supported
2 ways to use this- generate an image on the fly based on some data we know about the customer – eg. Populate their statement- generate an image based on the time/day they open their email – eg. Include live weather
At the time the user opens the email, their browser requests an image.
It’s resource intensive to manually make all of these images – instead the images are machine generated based on data we know about the user, eg. Their name, gas usage etc.
At the time the user opens the email, their browser requests an image. Reference the fact that we are able to receive realtime data feeds to support relatime emails. This doesn’t necessarily have to come from the client and can easily come from 3rd Parties
Trend in both B2C and B2B: Android and iPhone use rising, Blackberry declining, windows currently small share but they could throw their weight behind it
And now Basile is going to take us through an example of mobile email design that we’ve just launched for Philips…..
Conversation Manager is a new product within the Precision Central suite that enable marketers to quickly create, schedule, and deploy marketing sequences – everything from basic welcome programs to the most complicated lifecycle campaigns. With an intuitive graphical interface, Conversation Manager now enables marketers to visualize and create effective campaign workflows – from beginning to end – all by themselves.
Gives marketers the ability to create multi-touch marketing campaigns using an intuitive drag-and-drop interface. Reduces the reliance on IT, programmers, or third-parties in the campaign development process. Delivers a visual tool that automates manual, disparate campaign management processes. Improves visibility into all campaign “touchpoints” for better troubleshooting, testing, and analysis.