Cases from B2B and B2C Perspectives

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Harnessing the Power of Interactive Email
Cases from B2B and B2C Perspectives
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Agenda

• Agenda
• Interactive Email v HTML
• Case 1 Clifford Chance (legal B2B)
• Case 2 The Derbyshire (financial services B2C)
• Discussion

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Interactive Email
HTML Email vs Interactive Email?

• The key differences
• intelligent reporting
• mechanisms for interaction (questions / answers
  / comments / eRSVP)
• brand driven rich template functionality
• What these allow you to do
• optimise campaigns by acting on the data
• inform with relevant content not sell
• interact with your audience form a dialogue
• consistent and professional branding

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Case Study Clifford Chance

• Strategic Objectives
• control the brand across multiple divisions and
  regions
• deliver relevant content through campaign
  optimisation
• transfer the marketing power to the user

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Brand Control Templates
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Brand Control Templates
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Brand Control Templates
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Brand Control Interface
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Interactive reporting
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Relevant Content

• Be thought leaders
• Track click-throughs
• Optimise future campaigns

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What next?

• Understand the audience by simply analysing how
  they interact
• Follow up by most relevant method
  (phone/post/email) with more specific content
  based upon these interactions
• Over time begin to segment the audience
  according to interactions
• Continute to deliver the most relevant content
  to the most relevant audience in the most
  effective timeframes

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Case Study The Derbyshire

• Strategic Objectives
• Facilitate and audience dialogue
• Deliver relevant and personalised content
• Follow-up with multiple channels

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Case Study Target specific audiences
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Case Study Audience Dialogue
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Case Study Relevant and Personalised
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Case Study Results

• Know exactly who is interested in what service
  by analysing results
• Follow up with a warm call those who
  demonstrated interest by way of interactions
  (click throughs, answered questions etc)
• Future email campaigns (and other communications
  such as DM) often smaller in volume as more
  targarted ? higher hit-rate
• Continute to deliver the most relevant content
  to the most relevant audience in the most
  effective timeframes
• Become a source of relevent information to
  customers and prospects
• A thought and knowledge leader!

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Discussion