Steven Guyer

+

Profile

Steven Guyer, PMP
Senior Project Manager at AgencyRx
Marketing and Advertising | Greater New York City Area, US

Summary

Steven is a PMP-certified project management professional focused on developing scalable task and goal-oriented project structures in order to manage a portfolio of digital projects.

Steven currently specializes in health care-related digital projects (such as CMS-intgrated web sites, portals, tablet presentations, and convention materials. Prior to transitioning to health care, Steven managed special behavior and metrics-based email communications projects for Fortune 500 companies.
Specialties: project management, health care, email

Experience

  • Jun 2010 - Present
    Senior Project Manager / AgencyRx
  • Apr 2007 - Jun 2010
    Project Lead / Cheetahmail Inc, an Experian Company
    Project leads manage all aspects of projects from start to finish, including defining project goals and solutions, determine resource needs with managers of dependent business units, stakeholder interfacing, project planning, functional & technical documentation, tracking, reporting, interfacing with multiple business departments (e.g. Tech, Client Services, Client).
  • Aug 2005 - Apr 2007
    Account Executive / G2 direct & digital (formerly Grey Direct)
    Manage client relationship, budget, and agency resources to accomplish strategic marketing goals and maximize the client's marketing budget.

    Primary goals included synergizing mutliple media sources (TV, print, web, online, search) to build brand awareness and customer interaction while always focusing on higher returns on investment. Additional responsibilities include providing recommendations for clients on how to enhance existing marketing efforts, understanding the competitive landscape and marketplace.

Education

  • The University of Georgia

Additional Information

Websites:
Personal Website
Honors:
Published in: Kleppner's Advertising Procedure, Lane, Reichert, Karen King, Karen King. Prentice Hall; 18th edition Kleppner's Advertising Procedure, Lane, Ronald, Karen King, Tom Russell. Prentice Hall; 17th edition Grey Masters G2 Direct & Digital Extraordinary Award G2 Direct & Digital DM Training Campaign Competition (Winner) The Martin Agency Student Workshop Campaign Competition (Winner)
Interests:
photography, information architecture, process design, user interface design,
About Me Professionally
+

Notes on Email

Email: Where the Action Starts
When it comes to introducing something new, email can be considered one of the most important drivers.  When we launch new client initiatives, emails are often an important part of the marketing mix (in some cases, the only driver). 

The importance of this is that the email sets the first impression for all subsequent next steps; therefore, it must be as relevant and engaging.  When a customer receives an email, there are 2 key barriers:
·the open (on average 70-80% do not even get this far)*
·the click-through (on average 80-90% do not complete this action)

*Note: To combat low open rates due to nonopeners, an industry best practice is to isolate the audience that did not open the first email and send the same email again (with a different subject line); in some cases, audience that received the email twice outperforms the first email!

What should the subject line be?

The subject line affects all email metrics; even marginal changes in the open rates of emails can potentially impact the performance of a program.  Therefore, it is imperative that subject lines be:
·clear and direct,
·short (less than 50 characters, including spaces),
·inform the customer of what is new or in some cases what is ending

At the same time, it is important to stay away from:
·ambiguous subject lines
·burying the call to action
·being too long (many emails clients will cut off)
·using all capital letters (eSCREAMING)

What should be in the email?

Because emails initiate the online experience and funnel customers to the next experience, emails should:
·be consistent with the brand
·set the tone for the experience ahead
·include a clear, visible call-to-action

When do we send?

Marketers often ask: what is the best time both during the day and of the week to send an email?  The answer is always: it depends.  Overall metrics are different across the board, but this variable can easily be learned through testing.

Testing Performance and Success

We like emails because they contain so many valuable metrics and they can be tested with little cost.  Through testing and metrics, we can determine the best subject lines, imagery, time of day/day of week, and frequency of emails, and use this information to best optimize our client's return on investment. 

Overall, the most important factor in an email's performance is relevance to the recipient, but when you combine relevance + clear call-to-action + tested learnings you are on the right path to success.
+

Notes on Behavior Based Messaging

Try Try Again?... it's called Remarketing
Email as we know it was born in the early 1980s, but in the world of commerce, email is still a relatively emergent force in the marketing mix. We all know that email is incredibly fast, extremely cost-effective, track-able and targeted, making it arguably one of the best ways to maintain a one-to-one relationship with your customer. And Email Service Providers (ESP) are finding more and more ways to use it more and more effectively to target customers. And customers are taking notice.
One way that ESPs are finding more effective ways to communicate is through behavior-targeted messaging. Behavior-based messaging takes into consideration customer preference, actual shopping activity, and product availability.

To get an idea of how behavior based messaging works, imagine that you walk into a store where you browse around, and ask the stylist to hold on to some items as you continue shopping.  Now imagine that a few days later, the stylist remembers who you are, and then reminds you of your favorite items (or new items that you might like). This low pressure, highly targeted shopping experience is becoming less and less common in real-world stores, but is becoming more common in the online one.

Experian CheetahMail sends emails to customers using their own proprietary data collection systems as well as integrated with Omniture.  The online display community also uses existing customer data to provide targeted solution to their customers as evidenced by the Google Ad words Remarketing service which serves your ads when customers visit your site and then another web site in the same category.

After implementing dozens of these programs for a variety of Fortune 500 clients, behavior based marketing now has metrics that prove the involvement of users (openers, clickers) and the power to influence purchases. The dollar-for-dollar return on investment in targeted email communications can far exceed that of postal mail or other traditional direct methods. And as customers are turning to their mobile devices to supplement their shopping experiences, these targeted email messages will reinforce the real-world brand experience and fosters a closer relationship between the brand and customer.

Email remarketing is by far an overwhelming trend with over 74% of respondents engaging in remarketing and retargeting advertising.   And with the advent of mobile devices being a larger part of the online and brick-and-mortar customer experience, the trend will only continue to grow.

The good news: an abandoned sale is not a failure; it's simply an opportunity for a low-cost, high-yield email.
+

Latest checkin

  • @Whole Foods (95 E Houston St)
    10 days ago in New York, NY

Badges

Checkin history

Friends

Locations

Steven is a PMP-certified project management professional during the day.  You'll find his thoughts on digital development and just about everything else here.

abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz