DigitalDay's email marketing experience in drip marketing campaigns includes project examples from Stanley Steemer, LasikPlus, and several other direct-marketing clients. As a Silverpop Partner, we leverage this best-in-class email delivery tool and integrate into client's 3rd party and proprietary systems.

1. 1
DigitalDay’s
Drip Marketing Experience "
"
April 22, 2013"

2. 2
Our Brand Mission
DigitalDay is a full-service, online marketing agency concentrating on
valued brands. We are dedicated to developing excellent client
relationships that ensure our clients stay with us on a long-term basis. "
"
Our long-term client relationships prove that we
stand out from the competition as a partner who
delivers world-class, quality creative backed by
leading-edge technology and
exceptional client service. "
!
We are an agency that goes above and
beyond the expected."

3. We Provide Full-Service Online Marketing
Marketing Strategy &
Branding!
Design!
Services!
Content
Development
Technical Services!
Online Marketing Strategy!
!
Email Marketing Strategy!
!
Website & Mobile Strategy
& I/A!
!
Online Promotion Strategy
& Execution!
!
SEO Strategy!
!
Social Media Strategy!
!
Section 508
Compliance!
!
Account Management!
!
!
Branding & Logo
Development!
Email Creative!
Interface Design!
!
Usability
!
CSS/HTML5!
!
Illustration!
!
Digital Photography!
!
Flash & HTML5 Animation!
!
Video Editing and
Conversion!
Information Architecture!
!
Email Content
Development
Web Content Editing!
!
Original Content!
!
Digital Photography!
!
Online Video!
!
SEO Relevance!
!
Social Media Management!
Technical Strategy!
!
HTML/HTML5/CSS/
jQuery/Flash!
!
.NET, MVC, PHP, Java!
!
Email Best Practices!
Delivery!
!
CMS Strategy &
Implementation!
!
Ecommerce
Strategy & Implementation!
!
Application Development!
!
Managed Hosting!
!
3

4. From Strategy, to Development to Analytics
Online Marketing Strategy & Branding
– Website Strategy, Design & Development
– Mobile Strategy, Design & Development
– Extranet Strategy, Design & Development
– Intranet Strategy, Design & Development
– Online Marketing
• Online Promotions
• Email Marketing
• Search Engine Optimization &
Marketing
• Social Media Optimization &
Management
• Online Advertising:
- Banner & Landing Page
Development
- Media Placement
Application Development
– Ecommerce Implementation
– Content Management Systems
– Mobile Development
– CRM Integration
4

5. 5
Our Award-Winning “5D” Process!

6. 6
B2C and B2B Client Experience

7. 7
Strategic Partners

8. 8
Our Experience :: StanleySteemer.com Re-Launch

9. Stanley Steemer Mobile Optimized Appointment Scheduler Redesign
Desktop
website
has
low
usability
on
smartphones
resul<ng
in
extraordinarily
high
bounce
rates
and
lost
appointments
Redesigned
and
re-­‐engineered
Appointment
Scheduling
Applica<on
is
completely
op<mized
for
smartphones
and
tablets

10. LasikPlus Appointment Scheduler Application Redesign
Dynamic
Home
Page
with
custom,
campaign-­‐
trackable
phone
numbers
encourages
consumers
to
“schedule
FREE
exam”
Geo-­‐targeted
Online
Scheduling
Applica<on,
<ed
to
the
company’s
proprietary
back-­‐
end
scheduling
system,
helps
consumers
select
nearest
LasikPlus
Center
and
best
available
<mes.
Confirma<on
page
with
op<onal
alerts
and
reminders
to
ensure
consumer
doesn’t
miss
their
appointment.
Drama<c
Results:
• Increased
Conversion
Rate
by
6%
• Increased
Online
Appointments
Scheduled
by
900%

11. LasikPlus Online Direct Marketing Campaign Elements
Referral
rewards
campaign
email
$100
OFF
Email
Campaign
and
Dynamic
Landing
Page
Banner
ads
to
support
various
campaigns

12. 12
Our Experience :: LasikPlus Market-Specific Campaigns

13. 13
Our Experience :: Rubbermaid.com Integrated Campaigns

14. 14
Our Experience :: Aramark Email and Landing Pages

15. 15
Our Experience :: DermOne Market-Specific Campaigns

16. 16
Our Experience :: Personalized Email and Landing Page

17. 17
Our Experience :: Personalized Content Emails

18. 18
Our Experience :: Transactional Emails

19. 19
Our Experience :: Integrated Campaigns

20. 20
Our Experience :: Email Creative

21. 21
Our Experience :: Online Promotions

22. Experienced Sitecore Partner
22
• BackyardAdventures.com
• CompoundW.ca
• CSIClosures.com
• DoctorsNightGuard.com
• DuckBrand.com
• FabulousFoodShow.com
• FrogTape.com
• FrogTape.co.uk
• GoJo.com
• Hygenic.com
• IXBeerFest.com
• JumpstartInc.org
• MySSPUSA.com
• Pactiv.com
• PremierDocs.com
• Purell.com
• ReynoldsKitchens.com
• Schwebels.com
• Shearers.com
• ShearersFoodsInc.com
• StanleySteemer.com
• StickOrTreat.com
• StuckAtProm.com
• SwingsetsOnline.com
• TangosChips.com
- 20 Sitecore Development Resources"
- Sitecore Partner Since 2009
- Sitecore’s Product Development Team Provides
Full Project Support to DigitalDay"
"
"

23. Our Understanding of Proposed Drip Campaign
• Current Drip Campaign Test was developed by Anthem, built manually.
• Past customers were put into groups based on last service date
and received drip Email campaigns.
• Current Email Templates were programmed by Exact Target and Drip Campaign Emails are static.
• Drip Campaign Test will conclude the week of 5/13/2013
Deliverables:
• Create a program that will automate a Drip Email Campaign, based on business rules.
• Configure Data Feed via FTP or Building an API for Import Data and Result Data Exports
• Create new Email Templates to be dynamically populated according to drip Campaign Business
Rules and Segmentation.
• Provide Email Best Practices and Guidance
23

24. Opportunity :: Leverage All Analytics
24
Lead Scoring Models are usually reserved for new leads or prospective
Consumers. However, tools are available to continue to update
Consumer Profiles for the lifetime of the Customer.
Tools In Place/In Process of Implementation:
- Power Magic/Steemer Online
- Google Adwords/Display/Bing
- Sitecore Digital Marketing System
- Cart Abandonments
- Email Service Provider Lead Scoring"

25. Opportunity :: Leverage All Analytics
25
Steemer Online/Power Magic
– Data being leveraged by Anthem Marketing today to aggregate "

26. Opportunity :: Leverage All Analytics
26
Google Ad Words/Display/Bing
– Track Customer from Paid
Media Entry Point to Conversion
and append profile
"
– Trigger Dynamic Landing Pages
to pre-select Zip/Territory and/or
Offer"
"

27. Opportunity :: Leverage All Analytics
27
Sitecore Digital Marketing System
(http://www.sitecore.net/Products/Digital-Marketing-System.aspx)!
– Create User Personas based on Lead Scoring Models
"
– Provide Personalized Content"
– Provide Personalized or Segmented Offers"
– Conduct Multivariate Testing of Content and Offers"
– Optimize Conversion Funnel"
"
– Pass Consumer Profile Detail to Email Service Provider"
"
"

28. Opportunity :: Leverage All Analytics
28
Shopping Cart Abandonment
– Email Remarketing: Follow Up on Abandoned Shopping Carts
"
– 26% (on Avg) Conversion Rate on Shopping Cart Abandonment Emails
– 13% Conversion Rate for Users that Enter Current Scheduling
Process
– Multi-Stage Triggers to Provide Different Message/Offer"
– Behavioral Targeting based on Profile
– Remarketing Pixels with Display Media"
"

29. Opportunity :: Leverage All Analytics
29
Email Service Provider Lead
Scoring!
!
• Segment Customers and Email
OptIn List based off Sales Data
and Behavior
"
• Append Customer Profile based
on Repeat Visits to Website"
•
Enhance Profile and Quality with
Service Follow-Up Surveys
"
• Pass to Direct Mail Campaigns"

30. Opportunity :: Mobile Optimization
30
Responsive Design Project for StanleySteemer.com Underway, Email to
follow
"
• 30% of StanleySteemer.com comes from Mobile Devices"
• Optimized Email Will Boost Conversion
"
• Text Messaging/SMS can build existing Customer Engagement
"
• Text Messaging/SMS can encourage higher close rate through
Appointment Reminders"
• Text Messaging/SMS can be integrated with Cart Abandonment
process"

31. Stanley Steemer Mobile Optimized Appointment Scheduler Redesign
Desktop
website
has
low
usability
on
smartphones
resul<ng
in
extraordinarily
high
bounce
rates
and
lost
appointments
Redesigned
and
re-­‐engineered
Appointment
Scheduling
Applica<on
is
completely
op<mized
for
smartphones
and
tablets

32. Opportunity :: Mobile Optimization
32
Desktop
33%
Webmail
25%
Mobile
42%
Mobile:
Smartphones (iPhone, Android) and tablets
Desktop:
Installed email programs (Outlook, Apple
Mail)
Webmail:
Email accessed through a web browser
(Gmail, Hotmail, Yahoo!)
Email Opens: January 2013

33. Opportunity :: Mobile Optimization
33
12 Month Change
20%
25%
30%
35%
40%
45%
50%
Jan
Feb
March
April
May
June
July
Aug
Sept
Oct
Nov
Dec
Jan2
Opens
in
Each
Environment
Webmail
Desktop
Mobile

34. Opportunity :: Mobile Optimization
34
Scale to Size

35. Opportunity :: Mobile Optimization
35
Scale to Size

36. Opportunity :: Mobile Optimization
36
Device Specific Content!
!
Link to specific app store,
localization, timers

37. Opportunity :: Mobile Optimization
37
Email Message Preheaders!
!
Support the subject line with a
creative, useful or helpful
preheader:
- Call-to-action
- Special offer
- Reminder
- Clickable/measurable
- NOT “having trouble…?”

38. Opportunity :: Mobile Optimization
38
Design for Touch!
!
- Tappable touch targets
- Bulletproof buttons that don’t rely
on an image
- Left-hand side – more friendly
across all devices

39. Opportunity :: Mobile Optimization
39
Test – Measure – Optimize !
vs.

40. Opportunity :: Mobile Optimization
40
DigitalDay – Experienced In Responsive Design!

41. Opportunity :: Email Service Provider
41
DigitalDay understands that Exact Target is currently in place for the Drip Marketing Test, as well as
StanleySteemer.com Integration and Outbound Email Marketing."
"
However, based on DigitalDay’s 10 years of experience in Enterprise Email Marketing, our
recommendation is that Exact Target is a platform that may have limitations in both full optimization of
the Drip Marketing Campaign as well as integration with other Outbound Email Programs.
Some of the limitations include:"
• No True One-to-One Personalized Automation. Only Supports Segments of
Customers, Not Individual Profiles"
• No Real Time Automation, is based on Marketer’s Scheduling of Campaign"
• No Lead Scoring directly in product, relies on an external integration with
Pardot"
• No On-Website Webtracking Capability"
• No Behavior-Based Query Capability, only can key on Clicks and Opens"
• Requires SQL Experience to Create Queries for Advanced Segments"
• No Direct Integration with Sitecore"

42. DigitalDay :: Experienced Silverpop Agency Partner
42
• Silverpop Agency Partner Since 2004"
• Power Campaigns to more than 20,000,000
Recipients Annually"
• Over 1,000 Campaign Deployments to Date"
• Integrations with Salesforce, Microsoft Dynamics, CRM and Consumer Profile Databases,
and Sitecore CMS"
• Silverpop’s Product Development and Professional Service Teams Provide Full Project
Support to DigitalDay"

43. Why Silverpop?
43
• Powerful Data Segmentation
"
• Full Lifecycle Email Campaign Management (Web/Offline/Email/Social/Mobile)"
• Lead Scoring that is Fully Integrated
"
• Greater Relevance through full Dynamic Content and an Intuitive Query Builder
"
• On-Demand Reporting and Analytics – Including User Engagement Analysis (Opens, Clickthroughs,
Forwards, Natural Forwards, Prints of Emails, Skims vs. Reads, Mobile Device vs. Desktop/Webmail Clients) "
• Industry Leading Deliverability
"
• Subject Line Testing/Multivariate Testing
"
• Send Time Optimization (Send to Users When they’re most likely to open Email)"
• Full Mobile/Desktop/Webmail UI Testing"

44. How Silverpop is More Relevant to SSI than Exact Target
44
• Leading Integrator of Microsoft Dynamics in ESP Space: Purchased CoreMotives in 2012. CoreMotives
Technology is Directly Integrated into Microsoft Dynamics CRM. SSI currently undergoing upgrade of ERP to
Microsoft Dynamics.
"
• Segmentation Based on Behaviors of all Web activity and not just Clicks and Opens from Emails "
• Full Lead Scoring that can Leverage Sitecore Digital Marketing System. Silverpop vTrenz was a pioneer in
Marketing Automation.
"
• Direct Integration with Sitecore (through DigitalDay)
"
• Drip Programs are based on Behavior and leverages Send Time Optimization, not just scheduled to blast out
once an hour or once a day "
• Integrated SMS
"
• An Integrated Landing Page/Webform Platform
"
• An Integrated Survey Platform"

45. Drip Program Development Tool in Silverpop
45

46. Query Tool in Silverpop
46

47. Lead Scoring Tool in Silverpop
47

48. For more information, contact . . .
Mark Vitullo
Partner
DigitalDay
330-940-2565
markv@digital-day.com
Shane Geisheimer
Partner
DigitalDay
330-940-2565
shaneg@digital-day.com