Published on February 18, 2014
Digital Strategy: driving website traffic the smart way February 2014
This document proposes integrating website content and email marketing to not only save time and money but deliver more traffic to your website.
Common email marketing issues Often a silo’d activity Segmentation can be involved & costly Editorial duplicates effort Often driven by technology not content
Challenges for web content strategy Site taxonomy Multi-author management & permissions Publishing process Distribution effectiveness Subscriber/Follower/Audience growth
A well implemented RSS to Email strategy creates huge efficiencies… and we’ve proved it twice* *our Australian partner
Example 1: Tourism client Australia’s leading holiday destination needed to market themselves with greater authenticity. Multiple blog authors wrote articles based on the region’s themes and attractions. They published content on the website which was automatically filtered into dynamically produced e-newsletters.
BLOG eg WORDPRESS NEWSLETTER SYSTEM eg MAILCHIMP OR AWEBER *SCDL stands for Sunshine Coast Destination Limited (the client)
Content contributors listed on the website
Details of each writer can be shown with a list of their recent articles
Interesting content produced by different writers is consolidated to a paginated landing page just like a regular blog
Using the RSS feed of your blogs, an RSS to email system will add user relevant content to your email campaign newsletter whilst allowing you to manually add any other news or information to the same campaign. You decide on the frequency of your mailouts - the html template contains RSS content as well as marketing, news or other content to go to all users. This way, only one template would need to be updated with additional content per month while multiple automated campaigns will use it to send unique content to targeted lists.
Mailchimp’s intuitive admin area makes it easy to control campaign elements
“Hot Deals” can also be managed in a similar way. Service providers can submit their own content via the website for approval. Details of the specials can be published to the blog and a relevant summary emailed to subscriber lists automatically in a pre-defined template.
Service providers complete a simple form to submit their ‘hot deal’ content
Users select a “Hot Deal” from the grid-view to see the details of each offer.
Published “Hot Deals” can be linked to blog posts about special events so as they are seen in context
“Hot Deal” subscribers receive an email that is populated automatically with published web content
Example 2: City Council client One of Australia’s largest local authorities needed to consolidate the source of community news. Multiple blog authors wrote articles based on the region’s community initiatives and published content on the site which was automatically filtered into dynamically produced e-newsletters.
Benefits to our clients Whilst this solution could possibly be implemented by your incumbent agency, we would be able to implement it far more cost-effectively ● Workflows are pre-defined and UX is refined ● Code can be re-applied ● Pitfalls have already been overcome & optimized ● No lock-in - your existing agency can maintain
Costs Flat fee discovery phase We expect this to take 20 hours but will contribute 50% of this investment Output includes fixed estimate and business case Implementation: based on approved hourly rate Fixed estimate will be provided on completion of discovery phase Additional costs: MailChimp License: http://mailchimp.com/pricing/high-volume-sender/
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