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Watch Daniel Burstein, Director ofEditorial Content, MECLABSinterview Christine Nurnberger,Vice President of Marketing, onher multichannel email campaignthat integrated pop-culture andrelevance to grab the audience’sattention.Watch it now!Access other webinars

Multichannel MarketingHow an IT company used pop culture to wake its deadsubscribers

Ask questions and tell uswhat you learned on Twitter!#SherpaWebinar

SpeakersChristine NurnbergerDaniel BursteinVice President of MarketingSunGard Availability Services@cnurnsDirector of Editorial ContentMECLABS@DanielBurstein

Related resources Multichannel Marketing: IT company’s zombie-themed campaign increases CTO 3% atpresident, owner level MarketingSherpa Email Summit 2014 MarketingSherpa Email Awards 2014, presented by ExactTarget Email Marketing: 3 award-winning lessons about relevance Multichannel Marketing: Direct Mail, phone and email combine to lift executive briefingcalls 50%

Challenge6,000 Leads

Challenge6,000aLeadsWhat’s“lead?”

Results "IT Availability Cloud" email campaign achieved 1.2% higher click-to-open(CTO) among director level, and above average rates in global, large andmedium enterprises. The "Disaster Recovery/Managed Recovery Program" campaign created a3% increase in CTO among president or owner titles. The retargeting email reactivated 2% of contacts who had not interactedwith SunGard within the previous 6 months.

War“World War Z”http://www.flickr.com/photos/gezzamondo

Gaining buy-inHow – Culture:Measuring andoptimizingTakingcalculatedchances

Goal: Get prospects into thepipeline, or back into the pipelineRather than moving people down the pipeline

Campaign overviewSales Call Follow-upC-LevelAR & PRMail 1Asset EmailLanding PageEnter to WinMail 2WinnersPR Agency Follow-upPlaced in CRMEmail ListCloudAvailabilityRetargetingInactive UsersIT Disaster RecoverySocial Media

Campaign measurement and optimizationWith each send Measuring andoptimizing around:% delivered% opened% clicked% click-to-open% unsubscribed

Audience 1: Email list

Cloud services

Recovery and production resiliency

Subject Line: A/B split testACloud. Zombies. Get expert help toensure your survivalBEnsure your survival – Integrate ahighly available cloud

Subject Line: A/B split testACloud. Zombies. Get expert help toensure your survivalBEnsure your survival - Integrate ahighly available cloud38%Click-to-openrate

Banner Image Header: A/B split testAB

Banner Image Header: A/B split testAB27%Click-to-openrate

Retargeting emailContent offer“We hope it’s nottoo late”Reactivated 2% ofcontacts who hadnot interacted in 6months

Landing page with registration form

Landing page with registration formLinked to how migrating to thecloud as a business optionaligns with surviving thezombie apocalypse

Audience 2: C-level

Direct Mail 1: Zombie survival kitPlay

Direct Mail 2: Zombie survival kitBrochureBackpackSilly stringMovie ticketsSurvival guideFlashlight/compass

Audience 3: Analysts and journalistsLet’s hear their response

New Publication: Engaged and notable feedback“The zombie kit elevated the visibility andmemorability of SunGard AS in my mind.It was a blast from the past to receive apress kit, but very cool!”– ZD Net“While I’m not always a fan of press kits,this one really caught my eye and willhelp me remember SunGard AS.”– IDG News Service“The press kit wasthoughtful andbeautiful. It got [mycolleagues] talking!”– Data CenterManagement“I was so impressed with the campaign,really, the whole office was. And, my 17year-old loved the zombie book within thekit. This is by far one of the most creativecampaigns I’ve seen.” – InformationManagement“Thanks to your team and SunGard forsending the personalized package – verycreative! I will continue to keep SunGard AStop of mind for all DR opportunities.”–Disaster Recovery Journal

Integrate Social MediaSpreading the buzz

Integrating social mediaAlmost 2,000shares

Top takeaways1 Consider direct mail to break through theclutter2 Creative works for B2B, too3 Use pop culture to generate interest

Vice President of Marketing, on her multichannel email campaign that integrated pop-culture and relevance to grab the audience's attention. Access other webinars Watch it now! . presented by ExactTarget Email Marketing: 3 award-winning lessons about relevance Multichannel Marketing: Direct Mail, phone and email combine to lift .

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