Program Development

Developing automated programs using dynamic content coupled with segmentation, behavioral and preference considerations is often a unique undertaking for most organizations.
Below is a brief explanation of the major activities required to bring automated, lifecycle marketing programs to life.

Program Strategic Design and

Information Architecture

These activities align program strategy with client objectives and identify the user experience flow, customer segments, dynamic content, reporting, testing and optimization requirements and other data required to achieve client objectives. These components are integrated and mapped with other multi-channel activities.

Email and Web Asset Development

These activities focus on creating all email and web assets such as email templates, forms, landing pages, and microsites. These are written, designed and coded following client branding standards and best practices to assure high inbox delivery and conversion based on client objectives.

Business Rule Development and

Associated Data Integration

These activities identify the data required to drive campaign triggers, personalization and dynamic content. Data flow and integration are implemented and tested. Business rules are written to create automated actions.

Program Quality Assurance and Testing

All the above come together prior to deployment. We rigorously test email content, design and coding for delivery issues. Each component is optimized.

Business rules are tested to assure the right content (data) flows into the email correctly. Data sources are validated and double checked.

Numerous prelaunch checklists are administered prior to deployment to assure flawless execution. This may be an extensive process depending on the complexity of the program.

Analysis and Optimization

Following program launch, we examine key metrics such as unique opens, unique clicks, unique visitors, orders, forms completed, etc. to determine what happened. Recommendations are presented to optimize, test and implement program enhancements to constantly improve results.

1316 Cortland Drive ♦ Naperville, IL 60565
Phone: 630.717.1703 ♦ FAX: 661.825.8876