PROACTIVE MARKETING: How to Increase the Efficiency and Engagement of Your Campaigns

Joe Przybyla, Contact Management Team Manager

Kyra Patterson, Senior Product Manager

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Presenters

Joe Przybyla Contact Management Team Manager

Kyra Patterson Senior Product Manager

HOW DO YOU BREAK

THROUGH THE CLUTTER?

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Agenda: Campaigns Today

MANAGE

• What expectations do you and your audience have?

COLLECT

• What information is needed for the campaign and how

are you going to obtain it?

MONITOR

• What happens during the campaign experience, where

are possible gaps?

EVALUATE

• Was the campaign what people expected and did it

successfully achieve your goals?

• Report back on the campaign internally to benchmark

other campaigns.

Collect

Monitor Evaluate

Manage

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1. Invitation 2. Reminders

3. Follow-up/ Survey

Click To Close Campaign

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Manage

What are your objectives and success criteria? Set expectations internally and externally.

• What are the objectives for your e-marketing program:

– Generate leads

– Client relations/retention

– Disseminate information (Alerts, Newsletters, Invites)

– Firm branding & awareness

• What is the desired reach:

– Who is the target audience for your e-marketing campaign?

– How frequently will people be communicated with?

– How many clients in the CRM database are opted into the e-campaign?

• What are your readers’ expectations?

– What content are they interested in?

– How frequently do they expect to be communicated with?

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• Objectives:

– Client relations/retention

– Disseminate information

– Direct sales

• Desired Reach:

– Design professionals

– Monthly communications

• Reader Expectations:

– Relevant content

– Follow-up recap of the event

or seminar

– Next month’s lineup of events

Manage: Reader Expectations

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Click To Close: Manage

• Internal Expectations

– Build out our client base in the Los Angeles market

– Identify key prospects through engagement

– Campaign open rate of at least 25%

– 10 event attendees

– 3 business development opportunities

• External Expectations

– This is a one time event invitation

– Follow-up communication

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Collect

What information is needed for the campaign and how are you going to obtain it?

• How will you build your marketing lists and obtain information about your target

audience?

• Identify and target known contacts

• Allow new contacts to introduce themselves

• What information will help you execute your campaign successfully?

• What processes are you putting into place to build and maintain your database?

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Collect: Engage your external audience

• Drive traffic to sign-up via your web site

• Advertise upcoming issues and events

• Post examples from previous editions

• Use strategic sign-up locations

• Collect the right data

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Collect: Obtain & Maintain Information

• Sign-up via Evites & Newsletters

• Forward to a friend or colleague

• Collect unsubscribe information

• Engage attorneys

Chelsie Givan

Hubbard One Marketer

651-848-2813 Chelsie.Givan@thomson.com

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Click To Close: Collect

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Click To Close: Collect

Event Management

• Leverage Web-based Registration Forms

• Embed Forms into your own website or similarly designed site

• Capture additional information to enhance contact information

Interesting Fact

Guest

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Monitor

• Open Rates

– Understand the communication type. Ask yourself; ‘Should an Alert have the same

open rate as a invitation to a dinner cruise event focused on a niche list?’

• Bounce Rates

– Leverage tools like Outlook toolbars and ERM systems that capture or gather the

most recent contact information to improve data quality

– Develop a feedback process between Marketing and the attorney to review previously

bounced emails to update contact information for their contacts

• Clicks

– Evaluate whether your communications are designed to inspire someone to read

further. Stay away from using:

• Communications that are full of text

• Templates that don’t incorporate hyperlinks

• .PDF attachments

• RSVP’s & Opt Outs

What happens during the campaign experience, where are possible gaps

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Click To Close: Monitor

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Evaluate

• Determine whether you met your goals

• Measure and report on your campaign performance

• Evaluate campaign engagement and list segmentation for continuous

improvement

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Evaluate: Did we meet our internal goals?

• Did you meet your goals for your e-marketing program?

– Lead generation (business development opportunities, RSVPs)

– Client relations/retention (Opens, Clicks, Forwards)

– Disseminate information (low Opt Outs, healthy Forwards)

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Evaluate: Did we meet our readers’ goals?

• Did you meet your readers’ expectations?

– Providing the right content (Opens, Clicks, Forwards, additional subscriptions)

– Delivering at the right frequency (low Opt Outs, additional subscriptions)

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Evaluate: Report

• Understand your internal audience, do your research

• Share information out afterwards

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Evaluate: How can you improve on your campaigns?

• Identify and leverage successful campaign engagement

– Opened emails (what was special/different?)

– Click rates and links selected (what content are your contacts interested in?)

• Capture additional valuable information by engaging with your audience

– Interests (practice areas, industries, hobbies)

– Firm relationships

• Target contacts with a high likelihood of engagement

– New relationships = 2x times more likely to be engaged

– Firm relationships = higher likelihood of lists being acted on

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Evaluate: Target future content to your audience

John Smith,

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Click To Close: Evaluate

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Click To Close: Evaluate & Next Steps

First Name Last Name Registered Contact Relationship

Aleisha Windsor Yes John Smith

Caitlin Sassmann No Tom Dayton

Jennifer Chapman No Dave Whiteside

Kate Rosenbaum Yes Bryan Austin

Katherine Gardner No Chelsie Givan

Laurie Neeley No Bill Nelson

Amie Jacobs Yes Olivia Robertson

First Name Last Name Attended

Aleisha Windsor Yes

Caitlin Sassmann Yes

Jennifer Chapman Yes

Kate Rosenbaum Yes

Katherine Gardner Yes

Laurie Neeley No

Amie Jacobs Yes

Personal Outreach Final Attendance

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Recap: Campaign Cycle

Collect

Monitor Evaluate

Manage

THANK YOU!

Questions and Comments