Work together – Win together eBusiness Trends

October 14, 2011

Stephanie Henegar, Louisville

2011 eBusiness Trendsimercer.com Enhancements

3Mercer

2011 imercer.com Enhancements WebTrends – Get More Insight

WebTrends will become the new analytic tool for imercer.com. Powerful tool allows you to:

- Track nearly anything

- Share information with your team

- See what’s happening in real-time

- Connect it to other marketing systems

- Compare web usage to other digital channels

4Mercer

2011 imercer.com Enhancements Revamp of Surveys Around the World (SAW)

Visual design modernized to 2010+, aligned with WIN

Filter by Region, Country and Industry

Sort able by Survey Name

Searchable by Survey Name/Product Name

5Mercer

2011 imercer.com EnhancementsSurvey Participation Grids

Aesthetically updated to align with WIN

Added an “Other” column that can be used for Policies & Practices or other needs that may arise

Guide can now be any file type (versus pdf)

Questionnaire can now be any file type (versus xls)

2011 eBusiness TrendsEmail Marketing

7Mercer

2011 imercer.com EnhancementsExactTarget – Interactive Marketing Hub

New feature of ExactTarget to be rolled out Q1 2011. It enables us to communicate with our customers in various channels: mobile, email, social sites and get real time results. We can track all these channels through a single dashboard.

Pulse which shows real-time data of all your marketing activity including tweets, facebook, mobile and email.

Calendar allows you to view all marketing initiatives on a single-screen by day, month or channel.

ExactTarget Mobile – connect with your on-the-go clients

8Mercer

2011 imercer.com EnhancementsExactTarget – Interactive Marketing Hub

ExactTarget Mobile – connect with your on-the-go clients

Visit www.exacttarget.com/hub for more information.

9Mercer

2011 imercer.com EnhancementsExactTarget – Behavioral Triggers

Done

With integration between ExactTarget and WebTrends, we can implement more triggeredemails based on our visitors’ behaviors. Two examples: Cart Abandonment and BrowseAbandonment. Order confirmations are currently triggered based on imercer.

10Mercer

2011 imercer.com Enhancements5 Stages of Email Viewing

Designing for the Five Stages of Email Viewing

Proper email rendering can make a big difference, however, as subscribers tend to view in five separate stages – judging each one individually before deciding whether to move on.

From Name– Do your subscribers immediately recognize the communication is from you? Make sure your

subscribers recognize your From name.

Subject Line– After weighing the appropriateness of your from address, subscribers then move their attention to

your subject line. Keep your subject line under 49 characters!

Preview Pane– Your email doesn’t necessarily have to be open for your subscribers to see the content. Place

your primary call-to-action in the top portion of your email.

Opened Email (pre-scroll)– So, your subscriber clicks on your email and opens it, but how many of those subscribers view

the entire email including content “below the fold?” The answer is surprisingly few. Make sure to present an organized and appealing message “above the fold.”

Full Email– If a subscriber views your entire email, then well done! Organize design elements to keep your

design logical and branded. Use spacing, bullets, borders, and text colors.

11Mercer

2011 imercer.com EnhancementsOur new email templates

What are we changing and why? Design is an ever-evolving process. Just when you think you’ve figured it out, “best practices” will change.

Simplifying the design, cleaner appearance– Closer aligned with imercer.com and WIN appearance– Easier to use and design for– More customizable and flexible

2007 Outlook deliverability requirements (most subscribers now using):– no support for background images (HTML or CSS)– no support for forms– no support for flash, or other plugins– no support for replacing bullets with images in unordered lists– no support for CSS positioning– no support for animated GIFs– No support for various other HTML attributes, such as column and row spans

Review new email templates

12Mercer

2011 imercer.com EnhancementsOur new email templates

Review new email templates

– http://www.imercer.com/uploads/common/HTML/Emails/emailtemplate_2010_lgpic.html

– http://www.imercer.com/uploads/common/HTML/Emails/emailtemplate_2010_horizpic.html

– http://www.imercer.com/uploads/common/HTML/Emails/emailtemplate_2010_2col.html

– http://www.imercer.com/uploads/common/HTML/Emails/emailtemplate_2010_trans.html (transactional)