E-CRM and E-Mail
Marketing
Group E

Agenda
• CRM Evolution
• E-CRM: V-CRM and M-CRM
• Success Stories
• Push Strategy vs. Pull Strategy
• E-mail Marketing:
Immortal marketing tool

• Managing
relationships+
Information
Technology
• The right topic, in
the right
amount, and at the
right time that fits
the customer’s
specific needs.

It is about…
Attracting, maintaining
and enhancing
customer relationships
to market them on one-
to-one basis

Digital channels offers unique and
positive experiences -> not
transactions
Highly interactive:
Allows to respond directly to any
customer’s requests or problems

Birth of v-CRM creating sinergies:
virtual/physical ->wider consumer base
m-CRM higher flexibility
Success Story: Finnair

Pull vs Push strategy
Through crowdsourcing,
social media and networks

E-CRM Segmentation
Points mean Prizes Customer Perks
3 tiers of loyalty
Gold/Silver/Bronze
One size fits all

E-CRM/M-CRM
Success Stories
Pampers http://www.pampers.co.uk/en_GB/home
Finnair
http://www.youtube.com/watch?v=FffdJJ0_1iM

What is Email Marketing?
• Marketers are being faced
with using new marketing
tools and communication
channels… aligned with the
evolution of marketing
trends
• DEBATE whether email
marketing is to come to an
end or not?

92%
of All
Marketers
Employ Email
Marketing

Good or Bad?

What’s GOOD about Email
Marketing?
• Highly targeted
• Immediate
• Measurable
• Reach
• Cost Effective

What’s BAD about Email
Marketing?
• Brand
Damage
• Flood and
Spam Email

The Optimal Implementation?

Best Implementation
Planning Management
Testing
and Measurement
Tracking

Email Marketing
Guru’s say…
http://www.youtube.com/watch?v=yFrNOXioDRk&feature=related

Thank you!!!!
Igor Artemiev
Ahmet Giray
Kai Ting Hsu
Farah Hudhud
Carina Rial Gondar
Virginia Rios
Lourens Verweij
Maria Alejandra Zapata
Group E