Best Kept Secrets for Designing an Email Campaign with Measurable ROI

1. Best Kept Secrets for Designing an
Email Campaign with Measurable ROI
BLUEHORNET LIFECYCLE MESSAGING CONFERENCE
SAN DIEGO > MAY 2011
incitrio | 10951 sorrento valley road, suite 2c | san diego, california, usa 92121 | tel: 858.202.1822 | web: incitrio.com

2. An Introduction to Incitrio
Incitrio was founded in 2004 to service the branding,
print design, web design, and online marketing needs
for businesses everywhere: B2B, B2C, and non-profit.

3. Today’s Agenda
Today we will be learning three things:
1. How to leverage design within your email
marketing campaign.
2. Innovative marketing tactics to increase conversion.
3. How to integrate email marketing within your online
campaigns to maximize ROI.

4. Incitrio’s Integration Philosophy
QuickTime™ and a
decompressor
are needed to see this picture.

5. Design Leverage: Mini Case Studies
A) Corporate Communication
• Nielsen Claritas, Marketing Newsletter
• Incitrio, Networker Newsletter
• FranNet, Corporate Newsletter
B) Event Promotion
• Blend San Diego, Event Promotion
• FranNet, Event Promotion
C) Special Offers & News
• Tachyon, Tradeshow Promotion
• Armada, Tradeshow Promotion
• Incitrio, Awards/Green Promotion

6. Corporate: Nielsen
Target:
Marketers within US
Marketing Goals:
Brand Awareness
Segmented Data
Event Promotion
Lead Generation
Specifications:
Four separate department
specific email newsletters
targeted to different industry
sectors. Full-Service email
sends up to 100k per month.
Design Goals:
Clean Design
Easy to Process Large
Amounts of Information
Dedicated Sections for
Different Types of Content
Flexibility for Scaling Content
Compliance with National
Brand Requirements

7. Corporate: Incitrio Networker
Target:
Marketing, Advertising,
Printing, and Design
Professionals in San Diego
Marketing Goals:
Brand Awareness
Corporate Promotion
Position Company as Expert
and Resource in San Diego
Specifications:
One content-rich email
newsletter sent bi-monthly.
Contains all of the events in
town within one email
newsletter. Consistent open
rate of 30% or higher.
Design Goals:
Clean Design
Segmented Sections for
Events Calendar and Job
Openings

8. Corporate: FranNet
Target:
Prospective Business Owners
and Entrepreneurs
Marketing Goals:
Brand Awareness
Promote Client Success
Event Traffic
Geo Targeting, Segmentation
Position as Expert
Specifications:
Four versions of one content-
rich email newsletter sent
monthly to client database
and strategic partner
associations. Designed to
specifically promote company
as go-to authority in different
markets.
Design Goals:
Clean Design
Eye Catching Buttons for
Click Thru & Lead Generation

9. Event: Blend San Diego
Target:
Marketing and Design
Professionals
Marketing Goals:
Event Promotion
Drive Traffic to Site &
Registration for Event
Specifications:
One image-rich email
message sent to client
database and strategic
partner databases. Campaign
lasted 2 months with 8 email
sends (1/wk) paired with a
social media campaign to
generate 120 attendees.
Design Goals:
Event SubBrand
Fun, Accessible Online
Invitation to Repurpose
Extend Thru Full Campaign
Lead Generation

10. Event: FranNet
Target:
Prospective Business Owners
and Entrepreneurs
Marketing Goals:
Event Branding
Multiple Event Promotion
Drive Traffic to Site &
Registration for Event
Specifications:
Four versions of one content-
rich email message sent to
client database and strategic
partner databases. Campaign
lasted 1 month with 6 email
sends paired with a social
media campaign to generate
50 attendees per event.
Design Goals:
Clean Design
Lead Generation
Event Registration

11. Promotion: Tachyon
Target:
High Level Engineers within
Enterprise and Military
Marketing Goals:
Drive Tradeshow Traffic
Special Offer at Booth
Specifications:
One concise, targeted email
message sent to
client/prospect database and
to tradeshow attendee
database (with permission).
Campaign generated a 5%
boost in tradeshow traffic.
Design Goals:
Clean Design
Special Focus
Lead Generation

12. Promotion: Armada
Target:
Key decision makers within
Construction industry
Marketing Goals:
Drive Tradeshow Traffic
Two Special Offers at Booth
Integrated Campaign (direct
mail, tradeshow graphics,
flyer, and lead capture form)
Specifications:
One concise, targeted email
message sent to
client/prospect database and
to tradeshow attendee
database (with permission).
Campaign generated a 10%
boost in tradeshow traffic.
Design Goals:
Clean Design
Lead Generation
Promote Special Offer to
Increase Booth Traffic

13. Promotion: Awards/Green
Target:
Marketing Professionals
Marketing Goals:
Showcase Awards
Enhance Brand Value
Increase Click Thrus
Inbound Linking Strategy
Improve Google Page Rank
Specifications:
One easy-to-read email
showcasing design and green
awards to promote
sustainability aspect of firm to
client/prospect database.
Generated 35% in click thrus.
Design Goals:
Clean Design
Special Sustainability Focus
Lead Generation

14. Innovative Tactics: Mini Case Studies
A) Animated GIF Promotion
• Armada, Animated Holiday Card
• Incitrio, Animated Holiday Card
B) Video Integration
• ChannelCloud, Webinar Invite
• CRS, New Website Launch
• Incitrio, Client Testimonial Series

15. Holiday Greetings: Armada
Target:
Key Executives at Enterprise
Level Corporations
Marketing Goals:
Client Holiday Virtual Card
Express Brand Personality
Explain Technology
Build Goodwill
Keep Brand Top of Mind
Specifications:
One fun, friendly e-holiday
card sent to client/prospect
database. Campaign was
measured in goodwill and
positive response from
recipients to the piece.
Design Goals:
Fun, Friendly Design
Explain Complex Concept in
Easy to Understand Manner

16. Holiday Greetings: Incitrio
Target:
Marketing Professionals at
Enterprise Level Corporations
Marketing Goals:
Client Holiday Virtual Card
Express Brand Personality
Explain Technology
Build Goodwill
Keep Brand Top of Mind
Specifications:
One fun, friendly e-holiday
card sent to client/prospect
database. Campaign was
measured in goodwill and
positive response from
recipients to the piece.
Design Goals:
Fun, Friendly Design
Explain Complex Concept in
Easy to Understand Manner

17. Video Integration: ChannelCloud
Target:
Key Executives at IT VAR
Companies
Marketing Goals:
Brand Launch
Explain Complex Technology
Increase Click Thrus
Generate Leads
Part of Integrated Campaign
(video, landing page, SEO)
Specifications:
One smart, clean piece to
introduce brand and
simultaneously encourage
webinar registration as a
means of generating leads.
Campaign experienced a
60% click thru rate and 90%
webinar registration.
Design Goals:
Clean Design
Easy to Process Information
within Segmented Spaces

18. Video Integration: CRS
Target:
Key Executives at Enterprise
Level Companies
Marketing Goals:
Brand Launch
Generate Leads
Enhance Google Page Rank
of the Website
Part of Integrated Campaign
(video, landing page, SEO)
Specifications:
One smart, clean piece to
introduce brand and
simultaneously encourage
video viewing as a means of
generating leads. Campaign
generated 1% of database
conversion to paying clients.
Design Goals:
Clean Design
Encourage Click Thrus

19. Video Integration: Incitrio
Target:
Marketing Professionals at
Enterprise Level Companies
Marketing Goals:
Enhance Brand Value
Build Credibility with Clients,
Prospects & Referral Base
Part of Integrated Campaign
(video, landing page, SEO,
social media)
Specifications:
One smart, clean piece to
enhance brand value, build
credibility and increase
conversion of client and
prospect outstanding quotes.
Campaign generated a
20% increase in sales (1 mo)
over forecasted numbers.
Design Goals:
Friendly, Accessible Design
Clear Call to Action

20. Integrated Campaign Design

21. Branding: Analysis & Positioning

22. Campaign Preparation
When creating an integrated marketing strategy
and campaign, factors to consider:
- Sales and marketing goals
- Budget for campaign and required ROI
- Assets available for leveraging across platforms
- Timeline for campaign and milestones
- Human capital required for successful execution
and monitoring during life of the campaign

23. Strategy: Campaign Positioning/Design
Target:
Marketing and Design
Professionals
Marketing Goals:
Event Promotion &
Registration
Reposition Brand within
Community
Components:
Event Strategy
Branding (Positioning)
Logo Design
Brand Look for Event
Email Invite
Landing Page
Eventbrite Registration Page
Social Media Campaign
Printed Lanyard Day Of
Floor Signage
Exterior Signage
Guest Speakers
Music/Band
Association Relationships

24. Email: Eblast Design

25. Website: Landing Page

26. Web: Eventbrite

27. AIGA: Association Promotion

28. Facebook: Social Sharing

29. Conversion: Goal Funnels
SAMPLE ONLY.

30. Design: Event Lanyard

31. Design: Exterior Signage

32. Design: Interior Signage

33. Results: Attendee Experience

34. Campaign Results: Metrics
Campaign Achieved Several Key Marketing
Goals for the Client:
- Enhance brand value
- Reposition brand within community
- Expand impression of capabilities
- Generate 100 attendees (120 registered)
- Create buzz within community

35. Thank You!
Now it’s time to start implementing. Have fun!
Angela Hill, President & Creative Director
email: angela@incitrio.com
website: www.incitrio.com
linkedin: www.linkedin/in/incitrio
twitter: @incitrio