t44u 2015, improving campaign performance

Defining Digital Engagement for Higher Education

Marketing Automation

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Inbound Marketing

• Landing Page Design• Principles

• Design with TERMINALFOUR

• T4Mailer

• Campaign Creation

•Marketing Automation

•What’s next?

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Inbound Marketing

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Marketing workflow

• Process must capture lead’s details

• All of the effort is concentrated on the first run

• After that it’s about re-use

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•Click through•Lead Generation

Landing Page Types

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• “Warming” stage in sales funnel

• Like us on Facebook

• Download our App

• Buy our stuff

Click Through

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Click Through

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Click Through

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• Capturing data for later use

• Sign up to newsletter

• Download whitepaper

• Free trial

•Webinar registration

Lead Generation

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Anatomy of a TERMINALFOUR Landing Page

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• Single objective• no need for navigation to or

within main site

• this reduces what’s known as the ‘attention ratio’

• remember ‘Hick’s Law’ – the more options the more time it takes to respond

• needs to be very focussed on a particular outcome unlike your homepage which is general purpose

Landing Page Design

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• Single objective

• Clear in intent• every element must be mindful

of the outcome

• subscribe to newsletter

• download whitepaper

• register for webinar

• free trial

• competition entry

Landing Page Design

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• Clear in intent

• You can’t assume where users have come • some may have have come from your

intentional marketing efforts

• e.g. Google Adwords Campaign

• some may have come from ‘organicallly’

Landing Page Design

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• Clear in intent

• You can’t assume where users have come • some may have come from other

referrals

• It's also worth ensuring that the messaging between your primary source of traffic and your landing page match up i.e. use similar phrasing and imagery

Landing Page Design

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Landing Pages

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Landing Pages

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Affordance and Contrast

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What to test?

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Landing Page

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Building forms will only get easier with Form Builder

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Mail Campaign Services

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T4 Mailer

Mailer

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T4 Mailer

Contacts

Campaign Content

Automation

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Create an Address Book

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Create an Address Book

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Create Address Book

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• Address Books can be organised in folders

Organise Address Books

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Contacts

Campaign Content

Automation

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Campaign Content

• Two types of Campaign• Regular Campaigns

• Triggered Campaigns

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Campaign Content

• A regular campaign is used when we are planning to send a mail to all recipients in the address book at a point in time• e.g. newsletter

• A triggered campaign is send is reaction to an event • eg when someone signs up and

joins an address book

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Organising Triggered Campaign Content

• These can be organised in folders

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Creating Triggered Campaign Content

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Creating Triggered Campaign Content

• Triggered Campaign Content is just a mail newsletter that can be constructed like a regular campaign

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• Select ‘Properties’ from the Address Book List

Scenario 1 – Creating an auto response

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• From Join Action select one of the triggered campaign mails to send when someone joins the Address Book

• This mail will be sent immediately

Scenario 1 – Creating an auto response

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Contacts

Campaign Content

Automation

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• The purpose here is to 'nurture' prospects

• Think of it like 'responsive marketing' as it takes the user's actions into consideration and responds accordingly

Automation

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• It's not about the hard sell

• This ensures that the recipient receives mails that are based on their actions

• This is set up from My Programs

Automation

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Automation

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Automation

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• Use the Start tile to check the add the address book and any other conditions

Automation

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• Trigger from a Segment lets us specify the Address Book as well as other conditions

Automation

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Automation

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Automation

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• Conditional logic can be added with the Decision tiles

Automation

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• All conditions must End

Automation

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• Personalisation

• Form Builder

• A/B Testing

Where to next?

t44u 2015, improving campaign performance

Technology