The Engel Journal

David Engel, delivered via HTTP

Tag: 2nd go

What goes into a Review Report Card?

This is an ad that Mark Leggett and I created to illustrate what goes into Review Report Card.

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Review Report Card

review_report_card
Review Report Card represents the best of what my team and I learned during “my 2nd go” the 2010 – 2012 portfolio.

The product makes it extremely simple for a business to track their online reviews. It’s emailed weekly and only takes a single glance to understand a business’s ratings across the major review websites.

There are no passwords to memorize or training required. All the features are one click away from the inbox. Review Report Card is also available as a web app for your iPhone or iPad.

We accomplished a lot from a design perspective. Not only is the product extremely simple, we were able to build the advertising directly into it.

To learn more about Review Report Card, visit our website at http://expert-reputation.com.

1 trick to increase B2B email response rates

Here is one trick that will immediately increase your response rates: make your emails look like they’re coming from a detail-oriented person.

These three elements will help you pull it off:

  1. Make the email come from the same IP of the email domain (this will eliminate “sent on behalf of” disclosure that many email programs make)
  2. Suggest a specific call to action, like an appointment
  3. Embed your compliance statements in the signature and footer.

When you incorporate these three elements into your emails, people will be much more likely to respond. Here is an example of an email that got an 8% company level response rate off a list of over 1,200 people at pharmaceutical companies:

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Company Level Response Rates

In my opinion, the most important metric that’s missing from email marketing and CRM systems is theĀ company-level response rate.

Because many B2B sales cycles are long and involve multiple people, the B2B marketer needs a way to track open & response rates from entire organizations–not just individual leads.

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Healthcare Retareting – Ad Product

In May of 2012, we invented a healthcare re-targeting ad product. It worked by inferring what types of medical ads to show a user based on the type of doctors that they search for online.

Here is a video which describes the product.

The cookies would be set by the medical directories. The cookies have an ID that describes what type of medicine a doctor practices. For example, we know if someone visits a Dermatologist’s profile that we should show that user dermatology ads.

Thanks to Logan Lidster for the collaboration and the video editing. Thanks to Mark Leggett for the illustrations.

Ask Your Doctor – Ad Unit

Engagement–not clicks–is what matters most in mobile marketing. In June of 2012, we designed a high-engagement mobile ad unit for pharmaceutical advertisers. It’s called the “Ask Your Doctor” ad unit.

Go ahead and give it a try: http://engeljournal.com/ask-doctor-ad-unit/example.htm

Pharmaceutical advertisers are always telling the public to ask the doctor about their drugs. Many already publish questions that the ad network can copy and paste to setup the campaign.

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Inside Mobile+Positive

Since we already had a Robot Inside, we wanted to give people a glimpse into the other things that were going Inside of Mobile+Positive.

The home page of inside.mobilepositive.com featured simple, free lists.
Inside Mobile+Positive

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Mobile Mini-Stories

Between January and April 2012, Dan Flanegan and I collaborated on a series of educationalĀ mini-stories for mobile advertising. The problem at the time that was that media salespeople had to sell mobile advertising, but many didn’t know much about it.

The goal was to give media salespeople knowledge that they could assimilate & use immediately after reading each story.

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Infographic: Retail App Revolution

Here is an infographic that I creative directed for Mobile+Positive in June of 2012. Designer was Mark Leggett. Luth Research contributed much of the data.

Major-Retailers-Apps-Infographic1

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Domain Keychains

This video describes the circular design concept for the domain keychain search engine we invented in 2010.

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