CRM Introduction


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An overview of CRM and email practices. Five characters of email marketing

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CRM Introduction

  1. 1. CRM: AN INTRODUCTION Thursday, 27th May 2010
  2. 2. Before we start
  3. 3. ng related emails do you 1.  How many marketi receive a week? Me – 350 es the on es that catch your ey 2. Which emails are pen? & encourage you to o sign Me – Shopping, clothes & de ction or click through from? 3. What emails do you a ers Me – Discounts or off
  4. 4. ils? e open rate for auto ema 4.  What is the averag 6% (8% click through rate) rate? ets the highest open 5. Which category g Religious (8% open rate) ail of a customer on an em 6. What is the value database? US$948
  5. 5. 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
  7. 7. What is CRM? CRM = Push + Pull Customer Relationship Marketing OR = Dialogue + Relationship Open, trust, transparent Value, mutually beneficial
  8. 8. What is CRM? Email Mobile Relationship Social Messenger (Chat)
  9. 9. What is an email?
  10. 10. What are the different types of emails? Acquisition Retention (awareness) •  MGM •  Opt-in/ profile driven •  Viral •  Newsletters •  Sales promotions •  RM based communications •  New product launches •  Trigger based •  Alerts •  Time-based reminders •  Product users/support groups •  Base transactions
  11. 11. What makes an email successful? Audience Time Message
  12. 12. 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:
  13. 13. 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 (
  14. 14. How are people cleaning up their inbox? Many, many more: Pageflakes, Bloglines, Netvibes, etc, etc
  15. 15. What is social? Social = CRM + PR + Value Basic social
  16. 16. Before considering dialogue, you must have a base Phase 1: Acquisition Phase 2: RM Number Baileys – 6mths Baileys – ongoing Time
  17. 17. jargon time-out
  19. 19. Five characters of CRM Everywhere Viral (spammer) (S2F) Beautiful, but dumb Carer Tester (seek to understand) (test, optimise)
  20. 20. 1. ‘Everywhere’ Appear everywhere & focus on pushing their agenda (spammers)
  21. 21. Bluefly have sent 290 emails since 1 January 2010 (as 27th May 2010)
  22. 22. Why do I still subscribe? Sales on shoes & clothes
  23. 23. 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)
  24. 24. All they push is their product/sales, but they are trying to change. Partnerships: Gossip Girl, Project Runway
  25. 25. 2. ‘Viral’ Shocks to encourage community (send 2 friend)
  26. 26. Shocks = Deal Viral = Deal & Group
  27. 27. Shocks = Deal Viral = Deal & Group
  28. 28. 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)
  29. 29. 3. ‘Beautiful but dumb’ Look forward to receiving, but they aren’t smart (tailored/relevant)
  30. 30. Apple have sent 12 emails since 1 January 2010 (278 less than Bluefly - as 27th May 2010)
  31. 31. What emails do Apple send? Product Software Events •  Specifically relating •  Similar to product, •  These emails are to a new product these types of around particular launch or upgrade emails relate to a times of the year - new software launch Post Christmas, or upgrade Valentine's Day & return to uni.
  32. 32. Product emails - common elements: 1.  Logo 2.  Header 3.  Header CTA 4.  Imagery 5.  Content 6.  CTA
  33. 33. Software emails - common elements: 1.  Logo 2.  Header 3.  Header CTA 4.  Imagery 5.  Content 6.  Features 7.  CTA
  34. 34. Events emails - common elements: 1.  Logo 2.  Header 3.  Header CTA 4.  Imagery 5.  Content 6.  CTA
  35. 35. Consistent CTAs Apple drive instore & online at the end of every email
  36. 36. What do Apple do well? Frequency Focus Strong CTA Design Preview •  Apple don't have •  The emails are •  At the bottom of •  All emails have •  There is enough a set frequency focused on one every email been designed information of product or event. there are strong so that all the displayed in the communications. They don't try to calls to action information is preview window When they have include too many that are displayed on to encourage a something of products into the consistent screen if a user user to open the interest they email or tell the across all areas has opened the email. Most send it out, they consumer too (see screen email. A post on emails have a don't wait to fill a much. There is a shots below). this is in headline and a monthly focus on There are two progress and will strong email to newsletter. providing elements: shop be live in the encourage this. enough online and come next few days. A post on this is information in store. in progress and about a product will be live in the and then next few days. pushing consumers through to the website to find out more.
  37. 37. What can Apple improve? Understanding the audience (tailoring communications based on their products & interests)
  38. 38. 4. ‘Carer’ Ask customers what they want & tailor what they provide
  39. 39. A range of questions (product & interest) to tailored focused on making the service better
  40. 40. Tailored communications based on preferences
  41. 41. What we can learn from XXXX/Witchery? CRM = Dialogue + Relationship Open, trust, transparent Value, mutually beneficial
  42. 42. 5. ‘Tester’ Constantly test, learn & optimise (tweak & refine)
  43. 43. Initial Large Follow Learning Refine Learning test send up
  44. 44. Fiesta launch email campaign sold an additional 115 vehicles (ROI of 700%)
  45. 45. What we can learn from Ford? 1. Test with a small group & 2. Go out to the whole base understand what works & (refine & learn) doesn’t
  46. 46. What we can learn from Ford? Benchmarks (global results & practice) Blast Baileys Initial Test (rest of base) Learn & refine
  47. 47. Quick recap: Five characters of CRM
  49. 49. Homework – when you are back at work? •  Set up an email address (eg •  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.
  51. 51. THANK YOU!
  53. 53. 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 .
  54. 54. 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
  55. 55. How most businesses approach 121? Database
  56. 56. How businesses should approach it? Database Add social to this
  57. 57. Three year road map Tailor   F12   Interact     Behaviour (smart triggers) F11   Acquire  &  Establish     -  Localise global assets (website & Segmentation emails) -  Develop some local assets based (understand the data) on data F10   -  Higher level of personalised -  Localise global assets (website & -  Integration with the website (track Foundations emails) -  Develop some local assets based onsite activity/actions) & trigger based communications (set up the basics) on data -  Customer driven communications -  Higher level of personalised -  Data driven communications -  RM program set-up -  Customer driven communications -  Acquire database -  Localise global assets (website & -  Data driven communications -  Retention (communications) emails) -  Acquire database -  Analysis of communications -  Data rules & strategy -  Retention (communications) -  Data & communications -  Acquire database -  Analysis of communications optimisation -  Retention (communications) -  Data & communications -  Analysis & setting up optimisation benchmarks -  Communications optimisation
  58. 58. 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