OUTLINE 5-11 Case Study 12 Problem Statement 13 Solution - - PowerPoint PPT Presentation

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OUTLINE 5-11 Case Study 12 Problem Statement 13 Solution - - PowerPoint PPT Presentation

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E M V I E MAIL C ONTENT M ANAGEMENT S YSTEM CS 410 Orange Team www.cs.odu.edu/~410yello/ 1 Mar arch 21, 2013 21, 2013 3-4 Team Introduction OUTLINE 5-11 Case Study 12 Problem Statement 13 Solution Statement 14-18 Historical Background

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EMVI

EMAIL CONTENT MANAGEMENT SYSTEM

CS 410 Orange Team

www.cs.odu.edu/~410yello/

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OUTLINE

Team Introduction Case Study Problem Statement Solution Statement Historical Background Current Process Goals and Objectives Improved Process Component Analysis Competition Solution Benefits Solution Problems Summary References 3-4 5-11 12 13 14-18 19-20 21-22 23 24-27 28-30 31-32 33-34 35 36

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INTRODUCTION

KEITH WALSH

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TAMARA JONES Project Manager CHRIS&DASHIELL& Solution Designer RICHARD&TRUCHANOWICZ& Process Engineer YOLANDA QUINONES Problem Analysis KEITH&WALSH& Marketing Specialist DAVID&WISE& Solution Designer
  • DR. STEVEN ZEIL
Associate Professor, ODU
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CASE STUDY

KEITH WALSH

  • Development lead
for hardware and software that send email campaigns for Bing, MSN and Hotmail
  • ODU computer
science undergraduate since 2008
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MARKETING DEPARTMENT
  • Takes direction from company executives
  • Responsible for meeting engagement metrics
ADVERTISING AGENCY
  • Hired by Marketing
  • Consults on strategy and analysis
  • Specializes in creating beautiful HTML
content DATA OPERATIONS
  • Responsible for safe-handling of customer
data
  • Queries big databases to extract mailing lists
  • Sends campaigns from on-premise CRM tool
  • Provides post-campaign metrics and analysis

MICROSOFT CASE STUDY

CASE&STUDY&IDENTIFIED&
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  • Tasks are listed in
sequence.
  • Marketing is always
accountable to a higher power when it is responsible for a task.
  • Each time
responsibility is transferred, a delay
  • ccurs.
Responsible Accountable Consulted Informed

RACI CHART

TASK MARKETING AGENCY OPERATIONS STRATEGY R C C COPY & COLOR A R C UPLOAD IMAGES A I R SEND PREVIEWS A I R TEST A R C APPROVE R C C SEND A I R TRACK A I R ANALYZE A C R REPORT R C C CASE&STUDY&IDENTIFIED&

MICROSOFT CASE STUDY

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TASK MARKETING AGENCY OPERATIONS STRATEGY R C C COPY & COLOR A R C UPLO LOAD I IMAGES MAGES A I R SEND ND P PREVIEWS REVIEWS A I R TEST A R C APPROVE R C C SEND A I R TRACK A I R ANALYZE A C R REPORT R C C
  • Testing requires that all
content tasks be completed.
  • However, content tasks
are split across two teams.
  • Because these two tasks
are not core Operations functions, they have been assigned to a team in another time zone, further slowing the pace. Responsible Accountable Consulted Informed

MISMATCH

CASE&STUDY&IDENTIFIED&

MICROSOFT CASE STUDY

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TESTING COMPLEXITY

Clients ts: Android AOL Apple Mail Blackberry Gmail Hotmail iPad iPhone Lotus Outlook Outlook.com Thunderbird Yahoo Windows Phone ETC! Br Browsers: Chrome Firefox Internet Explorer Opera Safari Versions: Versions: 4, 4S, 5 2000, 2003,…,2013 Jelly Bean, ICS Operati ting Sys yste tems: Windows Android OS X ETC! CASE&STUDY&IDENTIFIED&

MICROSOFT CASE STUDY

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Outlooks 2010 – Correct Rendering Lotus Notes 7– Incorrect Rendering

TESTING SIGNIFICANCE

CASE&STUDY&IDENTIFIED&

MICROSOFT CASE STUDY

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TASK MARKETING AGENCY OPERATIONS STRATEGY R C C COPY & COLOR A R C UPLO LOAD I IMAGES MAGES A I R SEND ND P PREVIEWS REVIEWS A I R TEST A R C APPROVE R C C SEND A I R TRACK A I R ANALYZE A C R REPORT R C C
  • Shifting responsibility
for all content related tasks to Agency would… ! Save time. ! Reduce errors.
  • But…is there an app for
that? Responsible Accountable Consulted Informed

IMPROVEMENT

R R R R R R CASE&STUDY&IDENTIFIED&

MICROSOFT CASE STUDY

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THE PROBLEM STATEMENT

The process of creating email content and testing across all emails clients is time consuming and complicated.

PROBLEM&IDENTIFIED&
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THE SOLUTION STATEMENT

Provide a stand-alone email marketing content management system that streamlines the development and testing process so designers can perform end-to-end testing independently.

SOLUTION&IDENTIFIED&
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BACKGROUND

DAVID WISE

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EMAIL& MARKETING?& YOU&ASK!&

People unfamiliar with email marketing often wonder what all the fuss is about. Didn't spam kill email as a marketing vehicle? And if spam didn't kill it, what about blogs, Twitter and all the
  • ther clever ways we can
communicate online? Isn't email outmoded? PROBLEM&HISTORICALLY&DEFINED&&
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Once Per week or less 26% 2-6 times per week 11% 1-3 times daily 32% 4+ times daily 31%

55.8 Billion 55.8 Billion

Emails Received Per Day

Spent on Email Marketing in 2012

$1.3 Billion $1.3 Billion

500 1000 1500 2000 2500 3000 3500 4000 4500 2012 2013 2014 2015 2016 Worldwide Email Accounts in Millions

EMAIL USERS… CHECK OFTEN ARE ABUNDANT ARE BIG BUSINESS

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PROBLEM&HISTORICALLY&DEFINED&& SOURCE: SOS Emarketing November 15, 2011

WHY EMAIL

$0 $5 $10 $15 $20 $25 $30 $35 $40 $45 ROI PER DOLLAR SPENT MARKETING CHANNEL

4000%

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19% 19% 32% 32% 16% 16% 22% 22% 1% 1% 1% 1% 1% 1% Increas ase mo more th than an 30% Increas ase 10% to to 30% Increas ase less th than an 10% 2012 will stay tay th the same ame as as 2011 Decreas ase less th than an 10% Decreas ase 10% to to 30% Decreas ase mo more th than an 30%

97% of companies

expected to maintain or increase their email marketing budgets PROBLEM&HISTORICALLY&DEFINED&& SOURCE: 2011 Marketing Sherpa Email Marketing Benchmark Survey

EMAIL BUDGET DELTA

2012 PROJECTIONS

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PROCESS ANALYSIS

RICHARD TRUCHANOWICZ

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OPERATIONS CREATIVE AGENCY MARKETING

CURRENT PROCESS

REPORT RESULTS TO MARKETING COLLECT ANALYTICS DISPATCH EMAIL TO MAILING LISTS SEND APPROVAL TO OPERATIONS NS YES MAKE CORRECTIONS NO TESTS PASSED? EVALUATE TEST EMAILS IN ALL EMAIL CLIENTS SEND TEST EMAILS LOAD ASSETS INTO OUTBOUND TOOL UPLOAD IMAGES TO CDN APPROVE ASSETS FOR TESTING YES NO ASSETS APPROVED ? SEND TO MARKE KETING NG FOR REVIEW GENERATE CAMPAIGN ASSETS BRIEF CREATIVE REATIVE AGENC NCY CREATE CAMPAIGN CONCEPT ASSETS APPROVED? YES NO NO CURRENT&PROCESS&&
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Streamline the email testing process to enable rapid iteration

  • n designs.

GOAL

SOLUTION&GOALS&
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AUTOMATE:

  • version control
  • approval process
  • uploading of content
  • distribution of test emails
  • generation of preview images

OBJECTIVES

OBJECTIVES&IDENTIFIED&
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OPERATIONS CREATIVE AGENCY MARKETING

PROPOSED PROCESS

REPORT RESULTS TO MARKETING COLLECT ANALYTICS DISPATCH EMAIL TO MAILING LISTS SEND APPROVAL TO OPERATIONS NS YES NO ASSETS APPROVED? YES MAKE CORRECTIONS NO TESTS PASSED? EVALUATE TEST EMAILS IN ALL EMAIL CLIENTS SEND TEST EMAILS UPLOAD CONTENT INTO EMVI GENERATE CAMPAIGN ASSETS BRIEF CREATIVE REATIVE TEAM EAM CREATE CAMPAIGN CONCEPT IMPROVED&PROCESS&IDENTIFIED&
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COMPONENT ANALYSIS

CHRIS DASHIELL

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KEY FEATURES TO IMPLEMENT

  • ACCESS CONTROL AND PERMISSION SYSTEM
  • VERSION CONTROL
  • APPROVAL SYSTEM
  • ABILITY TO UPLOAD IMAGES TO CONTENT DELIVERY

NETWORK (CDN)

  • APPLICATION PROGRAMMING INTERFACE (API) FOR

INTEGRATION WITH OTHER SOFTWARE

  • ABILITY TO SEND EMAILS
  • EMAIL PREVIEWS
COMPUTER&COMPONENTS&
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NEEDED COMPONENTS

  • EMVI WEB SERVER/ APP SERVER
  • DATABASE
  • SIMPLE MAIL TRANSFER PROTOCOL SERVER
  • CONTENT DISTRIBUTION NETWORK
  • AMAZON, CLOUDFRONT, OR WINDOWS AZURE
  • EMAIL PREVIEW VIRTUAL SERVERS
COMPUTER&COMPONENTS&
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COMPUTER&COMPONENTS&

MFCD

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COMPETITION

TAMARA JONES

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COMPETITION MATRIX

COMPETITION&IDENTIFIED& EMVI LITMUS EXACT TARGET DRUPAL Feature Set Email Campaign Creation X X X Customizable X X Downloadable X X E-Mail Testing Capability X X Stand Alone X X Web Based X X X Content Management System X X Content Delivery Network X X Maintenance/upgrades X X X X Help/Support X X X Community Based Monthly Pricing Options Free $49/month per user Depends on usage Open source/ free
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COMPETITION

COMPETITION&IDENTIFIED& EmVi
  • Authentication, storage, workflow, email send to list
Litmus
  • Email testing, email analytics, and spam filter tests
Exact Target
  • Content creation, list management, tracking & reporting
Drupal
  • Content management system, publishing platform, community based
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CONCLUSION

YOLANDA QUINONES

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BENEFITS

ENEFITS OF OF EMVI

  • Stand-Alone or Integrative
  • Provides the ability to upload
media
  • Sends test campaign emails
  • Content management
  • Version control
  • Built in approval chain
  • Reduces needed resources
  • It is open source
BENEFITS&OF&SOLUTION&
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POSSIBLE PROBLEMS

WITH EMVI

  • Inadequate software

performance

  • Not being able to

integrate preview

  • Image linking with

HTML

PROBLEMS&WITH&SOLUTION&
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PROBLEMS&WITH&SOLUTION&

LIMITATIONS OF EMVI

  • Does not interface with design tools
  • Unsupported content delivery

networks

  • Not providing image security
  • Does not create campaign templates
  • Does not send campaign to list
  • Dependent on email clients
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CONCLUSION AND SUMMARY

CONCLUSION&
  • Lack of an email content management system

leads to a loss in productivity throughout email campaign development.

  • EmVi will allow for the responsibility of all

content related tasking to take place in house. This will diminish time delays, decrease the amount of campaign errors, and reduce costs associated with campaign development.

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REFERENCES

REFERENCES& 2011 MARKETING SHERPA EMAIL MARKETING BENCHMARK SURVEY www.marketingsherpa.com/2011EmailBMR_ExecSummary_Final_101110.pdf VIEW FROM THE DIGITAL INBOX 2011 www.jonrognerud.com/docs/Merkle_Digital_Inbox_2011.pdf THE RADICATI GROUP EMAIL MARKET, 2012-2016 http://www.radicati.com/?p=8963 SOS EMARKETING, ROI COMPARISON ACROSS MEDIA CHANNELS www.sosemarketing.com/2011/11/15/roi-comparison-across-media-channels-email- marketing-wins-by-a-landslide/ LITMUS www.litmus.com/ EmailReach www.emailreach.com/ EMAILONACID www.emailonacid.com/ Campaigner www.campaigner.com/
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QUESTIONS? COMMENTS?

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APPENDIX

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BOTTOM LINE

SOURCE: THE RADICATI GROUP, INC EMAIL MARKET 2012-2016 PROBLEM&HISTORICALLY&DEFINED&&
  • Active email users worldwide: 2.2
billion.
  • Average number of email clients
used per user: 2.01.
  • Average volume of consumer
email sent/received per day: 55.8 billion.
  • Amount companies worldwide
spent on email marketing in 2012: $1.3 Billion.
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EMAIL MARKETING INDUSTRY LANDSCAPE

  • Email Marketing is a branch of Direct
Marketing, which includes Direct (postal) Mail and telemarketing. It uses many of the same techniques and metrics for success.
  • Email list management and sending
capabilities are either on-premise (installed on the company’s own servers), hosted (installed on the vendor’s servers) or a hybrid of the two.
  • Advantages of on-premise installations:
No per-email-sent charges, more control over customer data, ability to customize and integrate with other systems.
  • Advantages of hosted installations: Low
startup cost, ability to leverage proven technologies. PROBLEM&HISTORICALLY&DEFINED&&
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WHY IS EMAIL MARKETING SUCCESSFUL? • 30% of non-business email

engagement time is devoted to commercial email which consumers
  • verwhelmingly prefer vice any other
mode. SOURCE: Merkle, “View from the Digital Inbox 2011” PROBLEM&HISTORICALLY&DEFINED&&
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WHAT MAKES EMAIL MARKETING SUCCESSFUL?

  • 87% of email users check their
personal email accounts at least once daily.
  • Consumers report that about 2/3 of
the email they received were marketing (non-SPAM) messages.
  • 30% of non-business email
engagement time is devoted to commercial email.
  • Consumers overwhelmingly prefer
email for commercial communications
  • ver any other mode.
  • 43% of Internet-enabled phone
  • wners use their phone to check email
4+ times/day. Email is the most widespread online mobile activity. SOURCE: Merkle, “View from the Digital Inbox 2011” PROBLEM&HISTORICALLY&DEFINED&&