WTI Email Marketing Tool Procedure Guide September 24, 2010
WTI Email Marketing Tool Table of Contents Table of Contents... 1 Purpose of the Tool... 2 Subscribing to Receive WTI Emails... 2 Figure 1: Training Notification Icon... 3 Figure 2: WTI Interest Form... 4 Figure 3: WTI Class Registration Email Notification Section... 5 WTI Email Marketing Control Panel... 6 Types of Notifications... 6 How to Send WTI Marketing Emails... 6 Local Classes:... 7 New Courses:... 7 Figure 4: WTI Marketing Email Control Panel... 8 Figure 5: Onscreen confirmation screen shows emails were successfully sent... 8 The WTI Marketing Email... 9 Figure 6: Sample WTI Marketing Emails: local and new... 10 Figure 7: Sample WTI Admin Email... 11 Opt-Out Requests... 12 Exporting Data to a CRM Tool... 12 Figure 8: Downloading Export Data File... 12 Tracking Responses... 13 Figure 9: Analytics Funnel... 13 Quick Tips for Navigating the Tool... 14 Created on: 9/24/2010 1:58 PM Page 1
Purpose of the Tool The goal of the WTI email marketing tool is to retain and increase new WTI customers by keeping them informed of the latest training offerings, ultimately increasing WTI class enrollment and strengthening customer relationships. The tool is designed to: Communicate new WTI course curriculum Communicate specific WTI class dates Communicate new business solutions Gather customer data Record customer patterns Drive customers to our website Expose customers to new products and services Subscribing to Receive WTI Emails A visitor to the WTI web pages (customer or non-customer) can submit a request to receive WTI email notifications in two areas: 1. WTI Web Pages Training Notification Icon: http://www.worldpac.com/training/ User clicks on the Training Notifications icon(s) and fills out the form. (Figure 1, 2) 2. WTI Class Registration: Users who are registering for a WTI training class can opt-in to receive training emails. (Figure 3) Created on: 9/24/2010 1:58 PM Page 2
Figure 1: Training Notification Icon Created on: 9/24/2010 1:58 PM Page 3
Figure 2: WTI Interest Form Created on: 9/24/2010 1:58 PM Page 4
Figure 3: WTI Class Registration Email Notification Section Created on: 9/24/2010 1:58 PM Page 5
On the WTI class registration page the subscriber elects the type of notifications they wish to receive: Be notified when a class is in your area Be notified when a new class topic is introduced NOTE: Subscribing via the Training Notification icon automatically elects the user to receive both types of emails. WTI Email Marketing Control Panel Subscriber requests are stored in the WTI Email Marketing control panel. The control panel is password protected and for internal WTI and Customer First use only: URL: http://www.worldpac.com/training/admin/ Username: wti Password: regdata Types of Notifications Within the tool, two types of email notification templates exist: 1. Regional course available email template 2. New course added email template How to Send WTI Marketing Emails Using the tool, you can sort subscriber data in many ways by clcikin gon the column headers (date, contact, class, state, account#, etc.) For example, you can sort the data by the course title / class interest, or by the state or regional information provided. You can also segment the data by business or technical training. Use these options in various combinations to target your specific audience. (Figure 4) NOTE: As mentioned above, some subscribers indicate the type of emails they want to receive. Pay attention to these preferences when sending emails (see columns Local and New the subscriber will have marked yes or no to receive of these different email types). Created on: 9/24/2010 1:58 PM Page 6
To send a Local or New based email follow the instructions below. Local Classes: 1. Under Notification Type select the Regional course available radio button. 2. Under Select Course(s) select a specific course from the drop-down menu (this will be the specific class the email will feature). 3. Preview the template to ensure proper formatting by clicking the Preview Email button. 4. Sort subscribers by column headers until applicable target audience is captured. (Figure 4). Note, the state column includes both US states and Canadian provinces (Canadian provinces listed at the bottom of the drop down menu). 5. Using the checkbox in the first column, select the people who you want to send the email to. NOTE: If opt-out box is selected the tool will not allow you to choose that recipient (de-select the opt-out box to enable send). 6. Send email blast by clicking the Send Email button at the top of the tool. 7. After clicking the Send Email button you will see an onscreen confirmation that the emails were successfully sent. (Figure 5) New Courses: 1. Under Notification Type select New course added radio button. 2. Under Select Course(s) select a specific course from the drop-down menu (this will be the new WTI course curriculum that the email notification will feature). 3. Preview template to ensure proper formatting using the Preview Email button. 4. Using the checkbox in the first column, check the select all option. NOTE: If opt-out box is selected the tool will not allow you to choose that recipient (de-select the opt-out box to enable). 5. Send email blast by clicking the Send Email button at the top of the tool. 6. After clicking the Send Email button you will see an onscreen confirmation that the emails were successfully sent. (Figure 5) Created on: 9/24/2010 1:58 PM Page 7
Figure 4: WTI Marketing Email Control Panel Figure 5: Onscreen confirmation screen shows emails were successfully sent Created on: 9/24/2010 1:58 PM Page 8
The WTI Marketing Email By clicking the Send Email button, a personalized email will be sent to the selected batch of subscribers. (Figure 6) If an account number was provided at sign-up, an admin email will be sent to the WORLDPAC sales rep associated with the account. This lets the sales rep know their customer has shown interest in WTI and has received the WTI email. The sales rep should follow up with their customers to discuss WTI training (note: customer name and account numbers is displayed in upper right corner of every email). (Figure 7) A copy of the admin email will also be sent to the Customer First Dept. as an FYI that the email blast occurred this will help prepare them for potential customer questions generated by the email. (Figure 7 continued) Created on: 9/24/2010 1:58 PM Page 9
LOCAL class email (date, location, cost) NEW class email Figure 6: Sample WTI Marketing Emails: local and new Created on: 9/24/2010 1:58 PM Page 10
Figure 7: Sample WTI Admin Email Created on: 9/24/2010 1:58 PM Page 11
Opt-Out Requests Subscribers can unsubscribe from receiving future WTI emails by clicking the Opt-Out link available at the bottom of every WTI marketing email, or by sending an email directly to wti_opt_out@worldpac.com (also noted in email). Opt-out requests generate an email to Customer First. When an opt-out email is received, Customer First will login to the tool and manually check the opt-out box next to the subscribers name/email address. See Quick Tips for Navigating the Tool for helpful search hints. Future Email Marketing Tool updates will include an automatic opt-out feature (eliminating the need for Customer First to manually opt-out subscribers). Exporting Data to a CRM Tool WTI class registration and marketing email registration data is stored in the csv file format and can easily be imported into a Microsoft Excel Spreadsheet, WinTouch or SalesForce.com CRM systems. To download the csv data file, right-click on the Download Excel file link and select Save Link As and save to your local drive. (Figure 8) Figure 8: Downloading Export Data File Created on: 9/24/2010 1:58 PM Page 12
Tracking Responses Using Google Analytics and various other tracking methods, several metrics are analyzed to measure the effectiveness of the email communications, including: Overall response rate from each type of communication Response rates to specific target landing page locations, including: o Technical training class registration pages o Business management training class registration pages o Instructor bio information Training catalog navigation - catalog access and individual course hits (via Table of Contents hyperlinks) Class curriculum downloads Secondary site navigation o Customer marketing solution programs Figure 9: Analytics Funnel Created on: 9/24/2010 1:58 PM Page 13
Quick Tips for Navigating the Tool To enable the FIND option in the web browser (handy for looking up people who want to know if they already signed up to receive notifications, or for manual opt-out updates) press CONTROL + F (make sure the Match Case box is unchecked unless you want a case sensitive search). To jump to the next match within your FIND parameters press F3 or use the Next and Previous buttons.. Created on: 9/24/2010 1:58 PM Page 14