Jason Crea, Driving Effective Email Marketing Campaigns with Web Content Management
1. Sitecore. Content Delivery
Driving Effective Email Marketing Campaigns
With Web Content Management
Jason Crea
V.P. Client and Partner Engagement
Sitecore
Web Content 2007
Page 1 www.sitecore.net
2. Sitecore. Content Delivery
Keys to Driving Effective Email Marketing Campaigns
• The List (is key)
• The Right Content for your Audience
• What is your goal?
• Visual Appeal
• Getting your message to the Audience
• Did you make it past the mine field?
• Tracking and Analysis
• Repeatability and Future Engagement
Page 2 www.sitecore.net
3. Sitecore. Content Delivery
How Does Web Content Management Help Me Realize My
Goal?
• It is NOT the magic solution…
• It does not replace Email Marketing platforms.
But it does-
• Is an enormous aid in growing internally managed distribution lists
• An Excellent platform for collaborative content collection
• Easily manage Email templates for look and feel
• Logical progression from the email itself to “action”
• Harnesses interest at another level
• Tracking beyond the “open”
Page 3 www.sitecore.net
4. Sitecore. Content Delivery
Why not use the tool that comes with my CMS?
• May be fine for some organizations
• SPF/Sender Id’s – individual ISP’s have their own process for
filtering legitimate Emails, does your CMS adhere to the many
unique guidelines?
• Ongoing software development to “block” emails; i.e. Outlook
• Constantly changing process for filtering email, and for CMS
solutions it is not a core focus
Page 4 www.sitecore.net
5. Sitecore. Content Delivery
Using your CMS with additional Email based initiatives
• Email Newsletters
• Extension of your web based presentation
• Event Promotion and Management Communications
• From registration through attendance information
• Business/Audience specific “Alerts”
• Product releases, technology notifications, changes in infrastructure
• Internal Communications
• Distributing information quickly across an organization beyond
Intranet postings
Page 5 www.sitecore.net
6. Sitecore. Content Delivery
Real World Examples
• LifeScript
• Microsoft
• The Knot
Page 6 www.sitecore.net
