1 mymortgagehostmymortgagehost crm/databasing call october 4, 2007 “holiday crm tips &...

1

MyMortgageHostMyMortgageHost

CRM/Databasing Call October 4, 2007CRM/Databasing Call October 4, 2007

““HOLIDAY CRM TIPS & STRATEGIES”HOLIDAY CRM TIPS & STRATEGIES”

Presented by Eric Risley, Wayne Hohler: Aclient Software SystemsPresented by Eric Risley, Wayne Hohler: Aclient Software Systems

2 MyMortgageHost ~ Managing details. Delivering results.MyMortgageHost ~ Managing details. Delivering results.

HOLIDAY CRM TIPS & STRATEGIESHOLIDAY CRM TIPS & STRATEGIESHOLIDAY CRM TIPS & STRATEGIESHOLIDAY CRM TIPS & STRATEGIES

IT’S OCTOBER:IT’S OCTOBER:

Calendar Year End is Right Calendar Year End is Right Around the Corner and Here Around the Corner and Here Come Come The Holidays!The Holidays!



IT’S OCTOBER:IT’S OCTOBER:

Review your Review your Late November – December Late November – December Marketing Strategies NOW…Marketing Strategies NOW…

NOT when the holiday season STARTS NOT when the holiday season STARTS ((Official startOfficial start – Black Friday, the day after – Black Friday, the day after Thanksgiving. Thanksgiving. RealityReality - Holiday marketing starts Oct 31 - Holiday marketing starts Oct 31 or sooner)or sooner)



Time to be on Top of your Marketing Game.Time to be on Top of your Marketing Game.

Your clients and subscribers to your email Your clients and subscribers to your email campaigns are about campaigns are about

to be to be bombarded with bombarded with emails from emails from marketers and marketers and competitors.competitors.



Time to be on Top of your Marketing Time to be on Top of your Marketing Game.Game.

Whether you do holiday marketing or not, Whether you do holiday marketing or not, you WILL be affected by it. In 2006 it is you WILL be affected by it. In 2006 it is estimated that holiday-season estimated that holiday-season marketing emailing increased 47%.marketing emailing increased 47%.




From a 2006 post-holiday survey:From a 2006 post-holiday survey:“Consumers still love email, but overall it didn’t provide great value

this holiday season. Respondents complain that they get more junk and spam than ever, that they get more email from PERMISSION MARKETERS (emphasis mine) and that the volume of email they have to plow through to get to what they want to read is reaching unmanageable proportions.

This year [2006] 15% more consumers than last year say they either ignored the additional emails or – worse! – took actions negative to the [sender] … like unsubscribing or complaining …”

- ReturnPath




So, how do we get our So, how do we get our recipients to open andrecipients to open andread OUR mailings?read OUR mailings?

The answer is really dependent on:1. How well you have marketed to your marketing list

throughout the year.2. How well you understand the additional obstacles to

a successful holiday email campaign




REMEMBER: REMEMBER:

Email recipients have a higher frustration level Email recipients have a higher frustration level with email and file more spam complaints with email and file more spam complaints over the holiday-season.over the holiday-season.




REMEMBER: REMEMBER: What is most important to What is most important to the consumer in the decision to open, the consumer in the decision to open, delete, or complain about an email.delete, or complain about an email.

Lets take a look at those factors…Lets take a look at those factors…




Factors critical to the decision to open or Factors critical to the decision to open or discard an email:discard an email: Know and trust the sender (60.6%) Previously opened and thought valuable

(47.7%) Subject Line (42.9%) Only open the emails I normally read (32.7%) Discount (25%)

ReturnPath Survey 2005




Factors critical to the decision to open or Factors critical to the decision to open or discard an email:discard an email: Preview window caught my attention (22.3%) Company doesn’t send me much email (11.3%) Looked like something I have received by postal

mail (10%)





How consumers dealt with the increase of How consumers dealt with the increase of emails over the holiday season (2005):emails over the holiday season (2005): I just deleted the additional emails

(68% - up 7.9% from 2004) I reported the sender as a spammer

(33.6% - up 10.2% from 2004) I unsubscribed from the excess emails

(30.5% - up 3.4% from 2004)





How consumers dealt with the increase of How consumers dealt with the increase of emails over the holiday season (2005):emails over the holiday season (2005): There was no impact

(19.3% - down 9% from 2004) I spent more time with email overall

(9.9% - up 1.1% from 2004) I spent less time with each email

(9.1% - up 1.4% from 2004)





LET’S TAKE A LOOK AT SOME LET’S TAKE A LOOK AT SOME

DO’S AND DON’TSDO’S AND DON’TS

TO GET YOUR EMAIL TO GET YOUR EMAIL CAMPAIGNS OPENED AND READ!CAMPAIGNS OPENED AND READ!



Do’s and Don’ts for getting your Do’s and Don’ts for getting your message through:message through:

DON’TDON’T INCREASE FREQUENCY OF MAILINGS INCREASE FREQUENCY OF MAILINGS

Since your customers are getting so much more email in November and December, will additional emails from you help ensure at least some will get through?

No!No! I It may make them think you are a spammer though…



Do’s and Don’ts for getting your Do’s and Don’ts for getting your message through:message through:DODO KEEP YOUR MESSAGE SHORT KEEP YOUR MESSAGE SHORT

Just about everyone is in a rush during the holiday season.

Your email copy needs to be concise and easy to read, or it will go unread and deleted.



Do’s and Don’ts for getting your Do’s and Don’ts for getting your message through:message through:DON’TDON’T WAIT WAIT

The eight biggest email volume days of 2006 occurred in the weeks before Christmas, starting on Cyber Monday (the first Monday after Thanksgiving) and subsequent “Echo Mondays” leading up to Christmas.

Get your message out early, BEFORE the onslaught!




DODO ADHERE TO YOUR REGULAR ADHERE TO YOUR REGULAR SCHEDULE AND POLICIESSCHEDULE AND POLICIES

Customers have redefined their definition of spam as “any email I don’t want”.

Don’t alter your message form, message purpose, subject lines, or branding!



Do’s and Don’ts for getting your Do’s and Don’ts for getting your message through:message through:• DODO ADHERE TO ADHERE TO YOUR REGULAR YOUR REGULAR SCHEDULE AND SCHEDULE AND POLICIES (continued)POLICIES (continued)

Make “year-end” materials part of your regular client retention campaigns, with compelling offers or useful information.




DODO REMEMBER THE BASICS REMEMBER THE BASICS

•Make sure your From: line identifies you or your “brand”.

•Make sure the Subject Line is Interesting

•Use Unsubscribes and OPT-IN reminders



Do’s and Don’ts for getting your Do’s and Don’ts for getting your message through:message through:DON’TDON’T USE SPAM-LIKE USE SPAM-LIKE

TACTICS IN THE FROM LINE, TACTICS IN THE FROM LINE, SUBJECT OR EMAIL CONTENTSUBJECT OR EMAIL CONTENT

• DO NOT USE ALL CAPS!!!• Do not use excessive punctuation!!!!!!!!• Do not use excessive “click here” links, $$$$ signs, or other symbols.• NO misleading Subject lines (CANN-SPAM)• Avoid words like “free”, “guarantee”, and unfortunately “mortgage” to keep from being filtered.



Do’s and Don’ts for getting your Do’s and Don’ts for getting your message through:message through:• DODO MAKE THE MAKE THE MESSAGE PERSONALMESSAGE PERSONAL

Research shows people read email more often when it is personalized or addresses specifically to them in the email content.

YOUYOU

THEMTHEM



Do’s and Don’ts for getting your Do’s and Don’ts for getting your message through:message through:• DODO SIMULTANEOUS MULTIPLE SIMULTANEOUS MULTIPLE METHOD MARKETINGMETHOD MARKETING

Consider using a postal mailing with your branding prior to an email campaign and newsletter distribution. Consistent Branding is key!



Do’s and Don’ts for getting your Do’s and Don’ts for getting your message through:message through:• DODO SEND A PROMOTION-FREE SEND A PROMOTION-FREE HOLIDAY EMAIL COMMUNICATIONHOLIDAY EMAIL COMMUNICATION

Your prospects and customers will appreciate getting a “no sales pitch” email from you, especially if you are also taking the time to say “Thank You” in your communication.

PERSONALIZEPERSONALIZE


Questions?Questions?Questions?Questions?

Feel Free To Ask Questions!Feel Free To Ask Questions! Highly technical or specific questions you may Highly technical or specific questions you may

have after this presentation or prefer to ask have after this presentation or prefer to ask outside this forum, please contact us at:outside this forum, please contact us at:

Eric Risley / Wayne HohlerEric Risley / Wayne Hohler

[email protected]@mymortgagehost.com

Tel: (800)244-1777Tel: (800)244-1777

26

MyMortgageHostMyMortgageHost

Managing details. Delivering Managing details. Delivering results.results.

1 mymortgagehostmymortgagehost crm/databasing call october 4, 2007 “holiday crm tips &...

Documents

holidayseason marketing

holiday season

reality holiday marketing

holiday crm tips strategiesits

marketing game

managing details

postholiday survey

marketing list