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 activitySegmentation can be involved & costlyEditorial duplicates effortOften driven by technology not content

Challenges for web content strategy

Site taxonomyMulti-author management & permissionsPublishing process Distribution effectivenessSubscriber/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 SYSTEMeg 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 clientsWhilst 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 phaseWe expect this to take 20 hours but will contribute 50% of this investmentOutput includes fixed estimate and business case

Implementation: based on approved hourly rateFixed estimate will be provided on completion of discovery phaseAdditional costs: MailChimp License: http://mailchimp.com/pricing/high-volume-sender/