CREATIVE BEST PRACTICES

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1 CREATIVE BEST PRACTICES Creating Positive Experiences and Loyalty TM 250 E Devon Avenue, Itasca, IL info@teleformix.com teleformix.com

2 WEB MARKETING A number of categories must be considered for effective web marketing tactics. Outlined below is a comprehensive checklist of critical to quality characteristics: PAGE LAYOUT Appealing to target audience Consistent site header/logo and navigation Informative page title that includes the company/organization/site name Page footer area includes copyright, last update, contact address Good use of basic design principles: repetition, contrast, proximity, and alignment Displays without horizontal scrolling at and higher resolutions Balance of text/graphics/white space on page Good contrast between text and background Header and navigation occupy less than 1/4 of the browser at resolution Home page has compelling, interesting information above the fold at Home page downloads within ten seconds on dial-up connection Use meta tags to improve organic search Configure responsive page layouts for smartphone and tablet display BROWSER COMPATIBILITY Displays on popular/current versions of Internet Explorer, Firefox, Google Chrome, Safari (both Mac and Windows) Displays on popular mobile devices (including tablets and smartphones)

3 WEB MARKETING NAVIGATION Main navigation links are clearly and consistently labeled Navigation is easy to use for target audience If main navigation uses images, clear text links are in the footer section of the page If main navigation uses Flash, clear text links are in the footer section of the page All navigation hyperlinks work and are not broken COLORS AND GRAPHICS Color scheme is limited to a maximum of three or four colors plus neutrals Color is used consistently Text color has sufficient contrast with background color Color is not used alone to convey meaning Use of color and graphics enhances rather than distracts from the site Graphics are optimized and do not significantly slow download Each graphic used serves a clear purpose Image tags use the alt attribute to configure an alternate text description MULTIMEDIA The audio/video/flash files used enhance rather than distract from the site and have a purpose Captions are provided for each audio or video file used Download times for audio or video files are indicated CONTENT PRESENTATION Common fonts such as Arial or Times New Roman are used No more than two web fonts are used ie: headline and body copy Techniques of writing for the Web are used: headings, bullet points, brief paragraphs Fonts, font sizes, and font colors are consistently used Content provides meaningful, useful information Content is organized in a consistent manner Information is easy to find (minimal clicks) Timeliness: The date of the last revision and/or copyright date is accurate Hyperlinks use a consistent set of colors to indicate visited/nonvisited status FUNCTIONALITY All internal hyperlinks work All external hyperlinks work All forms function as expected No JavaScript errors are generated

4 MARKETING SUBJECT LINES: DOS AND DON TS Using geolocation data can improve open rates by making contect personal and relevant Subject lines that are written as questions perform better Keep it short and sweet 50 characters or less with being optimal Although many say words rarely trigger spam, try to avoid exclamation points, all caps and words like FREE Identify yourself, use personalization and keep it relevant CREATIVE: DO S AND DONT S Don t design as one big image use HTML text to deliver main content Include a minimum of 3 click through opportunities Include an offer and make certain it is above the fold, along with 2 of your 3 minimum click throughs Create urgency with a specific call to action and deadline Try to slice larger images into smaller ones. This will help your message load faster and give you an opportunity for more alt tags Put your most important element in the upper left corner the place your recipient will look first Create a plain text version of your s Make the most of your preheader text with targeted copy Don t forget about a landing page it s part of the experience once a customer takes action Never assume and always test and keep testing across all platforms and applications

5 DIRECT MAIL Direct mail should be considered an essential part of an integrated marketing strategy. It delivers the high level of personalization today s customers demand, and provides proven response triggers that drive the target into action. It s the perfect media to tell an information-rich story in a compelling way. MORE IS MORE If you re trying to influence a decision, make sure you provide all of the necessary information to get the reader to say yes. This might seem counterintuitive, considering the fast-paced life we lead these days and our general tendency toward concise communications. However, for effective direct mail marketing, however, there are some very important exceptions to the new normal. Tailor the amount of information based on the communication objective. For example, if the goal is lead generation, then less can be more. If the goal is to drive response with an acquisition package, complete information is required to make a decision. Making sure you apply the right balance of emotional and rational appeal is critically important. Years of testing have confirmed that the letter is still the most-read element of a direct mail package. Still, packages that have multiple elements perform better than those with only one component. Using a brochure or a buckslip insert in conjunction with a letter always outperforms a letter alone. And using three components always outperforms using two components. USE THE POWER OF THE P.S. Historically, the P.S. is the most-read area in a letter. After the salutation, which should most always be personalized, the P.S is read second. A best practice is to ensure that content in the P.S. encapsulates your primary message and includes a clear call to action and deadline.

6 DIRECT MAIL INCLUDE A PRINTED RESPONSE DEVICE In general, about 20% to 25% of target customers will respond using a printed response device, i.e., an enrollment form. This is because the printed response device in direct mail serves as both a physical and subliminal reminder to respond. If your current direct mail program isn t using letters with printed response devices, your communication isn t working as hard as it should. PROVIDE MULTIPLE WAYS TO RESPOND It is critical to allow your targets to choose their preferred response method. For best results, providing three forms of response is key to the success of any direct mail program. All direct mail packages should provide: a response mechanism, such as a mail-back enrollment form; a phone number; and a web link/url. It should be noted that some demographics align better with certain response mechanisms (phone, web or response device). However, don t limit response options for your target. Today, offering a choice is proving most successful. THE RULE STILL APPLIES The success of a direct mail piece is 40% list, 40% product/offer and 20% creative. Make sure your formula is in line to drive an effective campaign. LET YOUR TARGET AUDIENCE READ OR SCAN To further enhance performance, it s best to present the same information in two different formats within a direct mail package. For example, a letter should include full content in paragraph form in the body, with key bullets called out in either the right-hand column or within the letter itself. This allows the audience to read the content however they prefer, indepth or by scanning. INCLUDE MULTIPLE MENTIONS OF CALLS TO ACTION AND AN EXPIRATION DATE It s important to provide a call to action multiple times within a direct mail package. The rule of thumb is to repeat the offer and call to action a minimum of three times on a page, especially the letter. One of the most effective formats incorporates a Johnson Box and/or a Right Rail, along with a response device in a letter package. The Johnson Box will be the second element read in a letter so its important to have the Johnson Box and/or Right Rail highlight important messaging from the body of the letter, along with a call to action and the expiration date. Multiple forms of response are commonly included in this area, as well as any information that will incite immediate action like pertinent offers, deadlines and urgency messaging.

7 DIRECT MAIL INCORPORATE PERSONALIZATION TO DRIVE RELEVANCY Customers prefer and expect personalized communications. Tests show that personalized information, including personalized URLs (PURLs), empower and reinforce your direct mail communications. Generic direct mail packages without personalization are not as effective and produce inferior results compared to packages with meaningful and accurate personalization. Customers are flooded with information, so make sure your content is relevant and, more importantly, personalized. USE TARGETING TO IMPROVE EFFICIENCY Predictive modeling and other targeting techniques help ensure optimal spending of marketing dollars. By leveraging these techniques, marketers can increase efficiency and eliminate wasted circulation by targeting those that have the highest propensity to buy. This is a fundamental best practice of direct mail and an important distinction from general market advertising. It will reduce your investment by increasing your response rate. REMEMBER: EVERYTHING IS TESTABLE There is no reason to guess about results. Testing is one of the key foundational elements and best practices of direct marketing. Direct mail provides ample opportunity for testing based on messaging, creative approach, package type, offers, etc. But it s important to remember that statistically significant results require adequate quantities, unless techniques such as multivariate factorial design of experiment is used. COMPLETE A BACK-END MATCHBACK It is still a direct marketing best practice to complete a back-end matchback after the campaign to determine the response rate of your intended target to your direct mail package. Printed response devices are only one form of measurement, and multiple communication channels work together to help determine the overall success of a campaign. There is a significant synergy between targets receiving both direct mail and , particularly if a campaign is developed from an integrated standpoint. It is critical to understand how many people responded to an initial list, and then to analyze all aspects of the mailing, such as who responded, what channel they responded through and what response mechanism was used.

8 SAMPLE COMMUNICATION PLAN GENERAL OVERVIEW In launching a new program, we undergo a series of steps to develop the appropriate strategies and execution tactics. One of those steps includes the creation of a test communication plan, which creates a framework that sets the foundation for the program. In collaboration with every new client we have the privilege of working with; we analyze the customer base, evaluate past performance trends, and establish a baseline communication plan for testing. The plan will typically leverage a multi distribution channel platform, along with a target frequency of touchpoints. Throughout the customer lifecycle, we focus our communication efforts in three key areas: I. Acquisition II. Retention III. Loyalty

9 SAMPLE COMMUNICATION PLAN Outlined below is a general overview of a sample communication plan, which would be tailored specifically for your brand once a thorough analysis is completed among all key stakeholders. ACQUISITION MEMBERSHIP SOLICITATION OPERATIONAL DEFINITION: Through a variety of touchpoints, we actively solicit customers to build a solid membership base. Through these efforts, we not only identify the optimal channel mix, but look to identify customer profiles for future modeling and targeting efforts. BANNER ADVERTISING: Place online banner ads on client sites and other cross sell sites where synergies exist. STATEMENT INSERTS/MESSAGES: Place printed inserts and/or statement messages promoting the program in client s existing communications. PRINT ADVERTISING: Develop effective print ads for placement in client publications. POST TRANSACTION POP UPS/SLIDERS: Once a client transaction takes place, an online pop-up ad would activate, that encourages the customer to join the program. POSTCARD TEASER MAILINGS: Mail a teaser offer to learn how customers can receive a choice of a $25 Wal- Mart or Target Gift Card. Once the inbound call comes in, customers are offered a trial membership. Other incentives can be used. DIRECT MAIL PRODUCT OFFERS: Mail a select universe a full direct mail kit that solicits membership through an appealing offer. INBOUND TELEMARKETING: Attempt to upsell customers into the program once they have placed an order. BLASTS: Test both text-based and ad-based blasts soliciting Program Activation with an offer.

10 SAMPLE COMMUNICATION PLAN Outlined below is a general overview of a sample communication plan, which would be tailored specifically for your brand once a thorough analysis is completed among all key stakeholders. RETENTION MEMBER ENGAGEMENT OPERATIONAL DEFINITION: Once members are secured, we engage them through proactive communications, both offline and online, to drive utilization. Similar to our acquisition tactics, we measure channel preference through testing and look to identify the optimal frequency for member contact. MEMBER FULFILLMENT KITS: Members receive a full welcome kit via the mail which describes the program benefits in detail. TARGETED BLASTS: Members receive ongoing communications that focus on a targeted message, with personalized offers specific to the member s local area. TEXT MESSAGING: Use mobile marketing efforts to engage members, whether it s a simple thank you, reminder of program benefits, or a follow-up to an order. POSTCARD SPECIAL OFFERS: Mail targeted offers that help keep the program top of mind and keep the member engaged in program benefits and offers. MEMBER-GET-A-MEMBER MAILINGS: develop an effective referral program with special offers. Leverage promotional messages that are based on seasonal campaigns. THANK YOU COMMUNICATIONS ALL CHANNELS: Utilize a variety of distribution channels to remind members how valuable they are and thank them for their business.

11 SAMPLE COMMUNICATION PLAN Outlined below is a general overview of a sample communication plan, which would be tailored specifically for your brand once a thorough analysis is completed among all key stakeholders. LOYALTY VOICE OF CUSTOMER OPERATIONAL DEFINITION: An integral part of our communication strategy is soliciting Voice of Customer. Throughout the customer lifecycle, we actively collect member feedback and communicate results and actions taken to address the feedback. This helps strengthen the program s Net Promoter Score (NPS), which helps sustain loyalty over time.. ONLINE WEBSITE PORTAL: Through the program Website, members have opportunities to Share their Thoughts about the program. BLASTS: Whether through member engagement eblasts, or proactive communications, member feedback is solicited. SURVEY MAILINGS: Mail various surveys through the lifecycle that focus on key areas of the program. POST UTILIZATION FOLLOW-UP: Once members use certain features of the program, a follow-up communication is initiated to gauge satisfaction. NPS ASSESSMENT: Establish a baseline NPS and work to improve the score as the program matures. Foster continuous improvement by listening and responding to member feedback.

12 CONTACT STRATEGY CHANNEL CATEGORY AND TACTICS CHANNEL CATEGORY PHONE WEBSITE PRINT CHANNEL TACTIC OBTM / IBTM Blasts Banner/Tower Pop-ups Sliders Statement Messaging Onserts Solo Mailing Postcard Test A Test A Test A Test A TESTNG Test B Test B Test B Test B MATRIX Control Control Control Control Phone ENROLLMENT Phone Phone Phone Digital METHOD Digital Digital Digital Printed ENROLLMENT CONFIRMATION Call to Confirm Thank You NON CONTACT STRATEGY Offer Resell Offer Resell Offer Resell

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