This document outlines steps for increasing the efficiency and engagement of marketing campaigns: 1. Manage objectives and expectations by setting internal and external goals. 2. Collect necessary contact information through registration forms and sign-ups on websites and newsletters. 3. Monitor campaign metrics like open and click rates to identify engagement and possible issues. 4. Evaluate success by measuring goals, segmenting lists for future campaigns, and identifying top performing content and contacts.

1. PROACTIVE MARKETING:
How to Increase the Efficiency and Engagement of Your Campaigns
Joe Przybyla, Contact Management Team Manager
Kyra Patterson, Senior Product Manager

2. Presenters
Joe Przybyla Kyra Patterson
Contact Management Team Manager Senior Product Manager
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3. HOW DO YOU BREAK
THROUGH THE CLUTTER?

4. Agenda: Campaigns Today
MANAGE
• What expectations do you and your audience have? Manage Collect
COLLECT
• What information is needed for the campaign and how
are you going to obtain it?
Evaluate Monitor
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.
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5. Click To Close Campaign
1. Invitation 2. Reminders
3. Follow-up/ Survey
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6. 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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7. Manage: Reader Expectations
• 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
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8. 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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9. 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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10. 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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11. 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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12. Click To Close: Collect
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13. 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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14. Monitor
What happens during the campaign experience, where are possible gaps
• 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
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15. Click To Close: Monitor
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16. 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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17. 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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18. 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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19. Evaluate: Report
• Understand your internal audience, do your research
• Share information out afterwards
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20. 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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21. Evaluate: Target future content to your audience
John Smith,
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22. Click To Close: Evaluate
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23. Click To Close: Evaluate & Next Steps
Personal Outreach Final Attendance
First Name Last Name Registered Contact Relationship First Name Last Name Attended
Aleisha Windsor Yes John Smith Aleisha Windsor Yes
Caitlin Sassmann No Tom Dayton Caitlin Sassmann Yes
Jennifer Chapman No Dave Whiteside Jennifer Chapman Yes
Kate Rosenbaum Yes Bryan Austin Kate Rosenbaum Yes
Katherine Gardner No Chelsie Givan Katherine Gardner Yes
Laurie Neeley No Bill Nelson Laurie Neeley No
Amie Jacobs Yes Olivia Robertson Amie Jacobs Yes
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24. Recap: Campaign Cycle
Manage Collect
Evaluate Monitor
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25. THANK YOU!
Questions and Comments