Banner Ads & Emails
Supplementing Emails: A Crucial Component
List-based display comes in both analog and automated formats
The use cases are distinct, but both are critical
Pairing both together is our best foot forward for driving key verticals such as healthcare and others inside Commerce Solutions.
Analog
Analog refers to the efforts to tie outbound messaging based on active campaigns we are hitting inboxes with at any time. Product Marketing may want to hit a particular audience with an email message, and we will often pair it with ads for a few weeks to ensure the message has the impact it needs. This improves email performance overall by keeping the messaging top-of-mind when they are not actively in their inboxes.
Automated
Automated campaigns are the next, next level for Blackhawk Network that we are ready to execute on. These would be tied directly to igniting emails and display ads when a user begins browsing certain pieces on our site. For instance, Luke Taylor may be on a list of ours and in a database from previous history, but has gone inactive. We can detect the moment he views something on our site and push any messaging we want to help keep him active again.
Analog Campaigns
This video walks through the nuts and bolts for building the analog campaigns via AdRoll. The setup of these can be done in two ways: manual upload of list or integrating with the Marketo Dynamic Group from the email. The latter is stronger, if the group is set up.
Some quick considerations for these campaigns:
- Analog campaigns supplementing emails should only be live 2-3 weeks to ensure optimal performance and best spend of budget
- AdRoll sometimes takes 24-48 hours to activate the campaign, so assets should ideally be set up and campaigns built in the platform a day or two ahead of the email campaigns to ensure proper timing
Automated Campaigns
Automated campaigns can be tied to known users in Marketo or anonymous visitors to a certain page on the site. Both are key pieces to the ecosystem, and both are low-spend executions to think through for core efforts.
Some quick considerations for automated campaigns:
- Daily budgets for these are minimal - we're hitting small volumes here, in very strategic fashion, everyday
- These campaigns are ongoing, with little need for refreshes from Creative