crm introduction
Post on 17-Oct-2014
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An overview of CRM and email practices. Five characters of email marketingTRANSCRIPT
CRM: AN INTRODUCTION Thursday, 27th May 2010
Before we start
1. How many marketing related emails do you
receive a week?
Me – 350
2. Which emails are the ones that catch your eyes
& encourage you to open?
Me – Shopping, clothes & design
3. What emails do you action or click through from?
Me – Discounts or offers
4. What is the average open rate for auto emails?
6% (8% click through rate)
5. Which category gets the highest open rate?
Religious (8% open rate)
6. What is the value of a customer on an email
database? US$948
What is this session about?
CRM: A definition 10 mins
CRM: Five characters of CRM 25 mins
CRM: Closing thought 5 mins
Discussion 5 mins
CRM: A DEFINITION
What is CRM?
CRM Push Pull = +
Dialogue Relationship = + Open, trust, transparent Value, mutually beneficial
OR
Customer Relationship Marketing
What is CRM?
Social
Messenger (Chat)
Mobile Relationship
What is an email?
What are the different types of emails?
Acquisition (awareness)
• MGM • Viral • Sales promotions • New product launches
Retention
• Opt-in/ profile driven • Newsletters • RM based communications • Trigger based • Alerts • Time-based reminders • Product users/support groups • Base transactions
What makes an email successful?
Audience
Time Message
Why people open an email?
• What prompts user to open & respond to emails? ─ 54%: Products or services featured ─ 40%: Written copy ─ 35%: Subject line ─ 33%: Compelling offers (e.g. discounts, free shipping) ─ 12%: A single large image ─ 9%: Multiple smaller images ─ 6%: Search box within the email ─ 3%: Recipients get text-only email
Source: http://www.emaillabs.com/tools/email-marketing-statistics.html#popularsenddays
What’s happening with emails?
• How Soon Do People Open Their Email? ─ 74.5% of opens occur within the first 24 hours ─ 84.3% occur within the first 48 hours.
• Open Rates ─ The overall unique open rates stand at 12.52%
• Click Through Rates ─ Religious 7% ─ Travel 4.5% ─ Banking & finance 4%
• Best Days to Send ─ Weekends & the beginning of the week outperform the other days ─ Monday is the clear winner having both the highest open rate & click rate.
Source: Email Marketing report (http://dominiquehind.wordpress.com/email
How are people cleaning up their inbox?
Many, many more: Pageflakes, Bloglines, Netvibes, etc, etc
What is social?
Social CRM PR = + Value +
Basic social
Phase 1: Acquisition Phase 2: RM
Time
Before considering dialogue, you must have a base N
umbe
r
Baileys – ongoing Baileys – 6mths
jargon time-out
CRM: FIVE CHARACTERS
Five characters of CRM
Everywhere (spammer)
Viral (S2F)
Tester (test, optimise)
Carer (seek to understand)
Beautiful, but dumb
Appear everywhere & focus on pushing their agenda
(spammers)
1. ‘Everywhere’
Bluefly have sent 290 emails since 1 January 2010
(as 27th May 2010)
Why do I still subscribe? Sales on shoes & clothes
What we can learn from Bluefly?
1. Header (safe email, mobile, images) 2. Navigation (consistent) 3. Send to friend 4. Creative reused 5. Social network links (integrated push)
All they push is their product/sales, but they are trying to change.
Partnerships: Gossip Girl, Project Runway
Shocks to encourage community (send 2 friend)
2. ‘Viral’
Shocks = Deal Viral = Deal & Group
Shocks = Deal Viral = Deal & Group
What we can learn from JumpOn/Our Deal?
1. Relevant content (geo targeted) 2. Community (encouraging sharing) 3. Short & to the point 4. Price lead (value & discount)
Look forward to receiving, but they aren’t smart
(tailored/relevant)
3. ‘Beautiful but dumb’
Apple have sent 12 emails since 1 January 2010
(278 less than Bluefly - as 27th May 2010)
What emails do Apple send?
Product
• Specifically relating to a new product launch or upgrade
Software
• Similar to product, these types of emails relate to a new software launch or upgrade
Events
• These emails are around particular times of the year - Post Christmas, Valentine's Day & return to uni.
Product emails - common elements: 1. Logo 2. Header 3. Header CTA 4. Imagery 5. Content 6. CTA
Software emails - common elements: 1. Logo 2. Header 3. Header CTA 4. Imagery 5. Content 6. Features 7. CTA
Events emails - common elements: 1. Logo 2. Header 3. Header CTA 4. Imagery 5. Content 6. CTA
Consistent CTAs
Apple drive instore & online at the end of every email
What do Apple do well?
Frequency • Apple don't have
a set frequency of communications. When they have something of interest they send it out, they don't wait to fill a monthly newsletter.
Focus • The emails are
focused on one product or event. They don't try to include too many products into the email or tell the consumer too much. There is a focus on providing enough information about a product and then pushing consumers through to the website to find out more.
Strong CTA • At the bottom of
every email there are strong calls to action that are consistent across all areas (see screen shots below). There are two elements: shop online and come in store.
Design • All emails have
been designed so that all the information is displayed on screen if a user has opened the email. A post on this is in progress and will be live in the next few days.
Preview • There is enough
information displayed in the preview window to encourage a user to open the email. Most emails have a headline and a strong email to encourage this. A post on this is in progress and will be live in the next few days.
What can Apple improve?
Understanding the audience
(tailoring communications based on their products & interests)
http://www.slideshare.net/domhind
Ask customers what they want & tailor what they provide
4. ‘Carer’
A range of questions (product & interest) to tailored focused on
making the service better
Tailored communications based on preferences
What we can learn from XXXX/Witchery?
CRM Dialogue Relationship = + Open, trust, transparent Value, mutually beneficial
Constantly test, learn & optimise (tweak & refine)
5. ‘Tester’
Initial test Learning Refine Large
send Learning Follow up
Fiesta launch email campaign sold an additional 115 vehicles
(ROI of 700%)
What we can learn from Ford?
1. Test with a small group & understand what works &
doesn’t
2. Go out to the whole base (refine & learn)
What we can learn from Ford?
Benchmarks (global results &
practice)
Initial Test
Learn & refine
Blast (rest of base) Baileys
Quick recap: Five characters of CRM
CLOSING REQUEST
Homework – when you are back at work?
• Set up an email address (eg [email protected]) • Pick one of your clients: ─ Subscribe to their newsletter & all of the competitors
• Review the emails that are sent to the inbox & package it up for your clients. ─ Look for opportunities & areas they can improve.
THOUGHTS DISCUSSION QUESTIONS
THANK YOU! http://www.slideshare.net/domhind http://dominiquehind.wordpress.com
SUPPORTING INFORMATION
What is a relationship?
• Things to consider: ─ A relationship is two-way communication ─ 121 has to sit across every brand touch point ─ Consumers don’t have relationships with databases ─ You can’t control where & why relationships need management ─ You can buy attention but not genuine relationships ─ Incentives are transactional, we need long-term relationship
activity ─ Social universes are ‘live’ spaces & they need constant
conversation .
What’s happening with emails?
• Subject Lines ─ Shorter than 35 characters were opened more than emails with subject lines
longer than 35 characters. • Personalization
─ Only when the message is personalized, there are more opens and clicks. ─ Emails with only the subject line personalized garnered the least amount of
opens and clicks. • Deliverability
─ Deliverability continues to increase and bounces continue to decrease. This means more messages are reaching recipients’ inbox.
• Number of Recipients ─ Messages delivered to small & medium lists have far greater open & click rates
than messages delivered to lists containing 1000 or more subscribers. ─ A smaller list does not directly affect open and click rates, but mailings to
smaller lists may be targeted better, contain more relevant content or have more recent subscribers.
Source: xx
How most businesses approach 121?
Database
How businesses should approach it?
Database Add social
to this
Foundations (set up the basics)
Segmentation (understand the data)
Behaviour (smart triggers)
Three year road map
- RM program set-up - Localise global assets (website &
emails) - Data rules & strategy - Acquire database - Retention (communications) - Analysis & setting up
benchmarks - Communications optimisation
- Localise global assets (website & emails)
- Develop some local assets based on data
- Higher level of personalised - Customer driven communications - Data driven communications - Acquire database - Retention (communications) - Analysis of communications - Data & communications
optimisation
- Localise global assets (website & emails)
- Develop some local assets based on data
- Higher level of personalised - Integration with the website (track
onsite activity/actions) & trigger based communications
- Customer driven communications - Data driven communications - Acquire database - Retention (communications) - Analysis of communications - Data & communications
optimisation
F10
F11
F12
Tailor
Interact
Acquire & Establish
How do we measure success?
• How do we measure the success of emails? ─ Bounce rates ─ Open rates ─ Click through rates ─ Most popular articles ─ Number of forwards (send to a friends) ─ Social network links (fans & post email)
• How do we measure the success in social networks? ─ Fans (changes over months) ─ Most popular articles (likes) ─ Comments ─ Linking to ─ Referring sites