Email Marketing - HubSpot or Templafy

YES

Are you trying to connect our brand through thought leadership, on a broad scale to established contacts?

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Then utilize Templafy. Considerations: - Direct email oriented - 50 contacts maximum - Agile execution - Isolated send independent of content/event calendar

PLAN THE CAMPAIGN

CONTACT JOURNEY

BREAK THROUGH TEMPLAFY RESISTANCE

Scale down for Templafy outreach instead: - Fine tune the contact list to focus on the best of the best targets - Mobilize multiple members of your group to each tackle smaller segments of the list - Click YES on the alternate communication path above for more information

NetSuite Lists

Third Party Lists

Mixed Lists

NetSuite Lists - Can be freely used - Collaborate with appropriate marketing rep(s) if you want to target their group's marketing list(s)

Third Party Lists (cold contacts) - Requires Vetting Externally sourced lists such as those acquired via: - Sponsorship perks - Attendee lists (non-EisnerAmper hosted events) - Database subscriptions - Apollo software searches - Organization directories Not highly encouraged due to their negative consequences: - High bounce rate - Spam/abuse reports - Send/delivery rate impact - HubSpot compliance issues Vetting these lists and optimizing the outreach effort is designed to: - Keep unengaged and uninterested contacts from being part of future, recurring emails - Not flood NetSuite with contacts we have no direct relationship to - Introduce only engaged contacts to our CRM database - Avoid us being flagged as a spammer - Showcase our thought leadership and brand value

Mixed Lists - Any combination of contacts from our database, newly acquired contacts via an EisnerAmper effort and/or third party source - Require more review and time to prep, including potential uploading to NetSuite of new contacts and their syncing to HubSpot

Third Party List Vetting If the answer is yes to ALL of these then we can do a HubSpot campaign; if the answer is NO then we must take the Templafy path. 1. Do we have rights to use the list and a reasonable business connection to the contacts where they would expect to hear from us? - Check contract/license terms or permissions with the list source as well as contact quantity or other restrictions. 2. Is there enough lead time to execute an effective campaign using these contacts? - There's one chance to make a first impression with these contacts so planning is key. 3. Are we being strategic and judicious in using the list? - Cull the list to strive for quality not necessarily quantity. - Provide a call-to-action that gives insight on the contact's needs/concerns as well as captures them for inclusion in our database.

Contact Journey Assumes campaign is built with a call-to-action and a marketing list workflow Engaged Contacts (Existing or Third Party) - Funnel to appropriate marketing list - Sync into NetSuite (if not already in our database) - Will receive communications based on marketing lists they are coded to - Can be freely communicated with going forward Unengaged Contacts - Existing - Continue to receive communications based on marketing lists they are coded to - Can be freely communicated with going forward - Third Party - Will not sync into NetSuite - Are not emailed again via HubSpot - Consider Templafy for additional outreach to a hyper targeted segment of the unengaged third party list to warm them up via one- on-one contact

If by using this chart you have determined that HubSpot is the correct vehicle to deliver your message, please contact Shelly by clicking here. Fill out this email to the best of your ability and Shelly will reach out to discuss further.

Breaking Through Templafy Resistance How to address common push back from your group on using Templafy: - We won't have any metrics to analyze. - Think about the true goals and what you would do with the data. - Templafy can track the number of times a template was used. - The message should drive the contact to content or a call to action via links that are trackable. - Any tracking links used as CTAs are viewable in HubSpot for the rep to use with their group. - We can't see who opened the email. - Open rate is not a solid metric. It can be off significantly in either direction. - Open rate as one parameter to understand a contact's engagement over time is helpful but on one isolated send it is not. - We didn't get any responses when we used it last time. - Poor results are not indicative that the platform is bad. - Set strategy and expectations appropriately. - Focus on message and clear CTA.

Get campaign-ready to use HubSpot instead: - Connect with Heather and Jeanette to expand the content offering to appeal to segments of our existing contacts - Develop a more robust message and CTA - Click YES on the alternate communication path above for more information

Lead Tracking - Enter an opportunity in NetSuite for leads spawned from this outreach effort - Capture referral details as: - Referral Type = Institutional Marketing - Institutional Type = Email Campaign - Referral Source Notes = include a description of the outreach effort

CONTACT JOURNEY

If by using this chart you have determined that Templafy is the correct vehicle to deliver your message, please create your email template using a template on the Templafy Resource Page by clicking here. Be sure to send the approved version to Alyssa or Makayla to upload at least 3 business days prior to your need.

Are you trying to connect with the person through a focused email message targeting cold contacts or micro lists?

Then utilize HubSpot. Considerations: - Campaign oriented - Lists to be used - Scheduling within overall communications calendar - Impact on firm-wide send reputation

UNSURE IF HUBSPOT IS THE RIGHT FIT?

Anticipated Send Date - Allow at least one week from the time Shelly (and Jamie) are informed - Variables may impact the ultimate send date Content Strategy - Connect with Heather /Jeanette to create messaging based on your goals and audience Target Lists - Address early on - discuss with Jamie as necessary - Emails with personalized greetings need clean data - "Hello, (First Name)" - Requires your review of first name data and time to upload/sync updates

Key campaign elements to think about: • Content • Call-to-action • Graphics/design elements • Workflows to marketing lists (optional) • Associated campaign (optional)

LEAD TRACKING

ASSESSMENT

Lead Tracking - Enter an opportunity in NetSuite for leads spawned from the campaign - Capture referral details as: - Referral Type = Institutional Marketing - Institutional Type = Email Campaign - Referral Source Notes = include the name of the campaign

Assessment - Review the campaign's HubSpot metrics - Assess the campaign's performance - Determine any additional steps for lead follow up or improvements for the next effort

PLAN FOR POST-EXECUTION

UNSURE IF TEMPLAFY IS THE RIGHT FIT?

Plan for Outreach - Timing - allow at least 3 business days for the Templafy team to upload your template - Content - include a CTA - Targeting - curate the recipients list

PLAN FOR OUTREACH

Contact Journey Assumes campaign is built with a call-to-action form and a marketing list workflow Engaged Contacts (Existing or Third Party) - Funnel to appropriate marketing list - Sync into NetSuite (if not already in our database) - Will receive communications based on marketing lists they are coded to - Can be freely communicated with going forward Responsive Contacts Those who respond to the sender but do not engage with the campaign: - Enter into NetSuite either manually or via the Digital Concierge - Code to appropriate marketing lists - Create a relationship with the sender as the EisnerAmper contact and this marketing effort notated Unengaged Contacts - Existing - Continue to receive communications based on marketing lists they are coded to - Can be freely communicated with going forward - Third Party - will not sync into NetSuite

LEAD TRACKING

Assessment - Review the link tracking data in HubSpot - Assess the outcome of the outreach - Determine any additional steps for responses/leads or improvements for the next effort

ASSESSMENT

PLAN FOR POST-EXECUTION

Each email initiative is a unique assessment of goal, content, target size/source and timing. The guidelines that follow will help you determine which platform to use and what elements to begin brainstorming. To get started, click YES to the question that best captures what you are trying to accomplish.