Closing the Loop: Simple Campaign Management | SugarCon 2011
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Closing the Loop: Simple Campaign Management | SugarCon 2011

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Email marketing is just as important as social media marketing in 2011! SugarCRM makes creating and executing email campaigns simple. Pull together a clearly defined marketing campaign, customize an ...

Email marketing is just as important as social media marketing in 2011! SugarCRM makes creating and executing email campaigns simple. Pull together a clearly defined marketing campaign, customize an email template and target list quickly with the campaign wizard and then let Sugar do the work: track click-through rates, monitor return on investment and lead conversion. In this session, Kim Miller will demonstrate how to quickly create marketing campaigns that deliver measurable value to sales. Topics will include set-up, execution and measurement of executed campaigns.

Presented by Kim Miller at SugarCon 2011.

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  • Show an existing target listShow the targets list view to show all individual targetsCreate a default target list with a mix of contacts and leads called “Summer Campaign Targets”.-show how to pull a list together from reports-show how to pull a list together from selectingCreate a seed target list with two executive usersCreate a test list with users within your departmentCreate a suppression list using a report labeled “supression”
  • Create email campaign in Wizard: Spring Marketing EffortGo through wizard – pull email template in, pull target list inCreate tracker url in wizardEmbed tracker url to email template

Closing the Loop: Simple Campaign Management | SugarCon 2011 Closing the Loop: Simple Campaign Management | SugarCon 2011 Presentation Transcript

  • Closing the Loop: Simple Campaign Management
    Kim Miller
    ©2011 SugarCRM Inc. All rights reserved.
  • What We’ll Cover
    Planning for Campaigns
    Configuring Sugar for Campaigns
    Email and Scheduler
    Creating Target Lists
    Using Reports
    Getting it Done Quickly - Campaign Wizard
    Executing the Campaign
    Best Practices!!
    Q&A
    4/2/11
    3
    ©2011 SugarCRM Inc. All rights reserved.
  • Planning
    What is the goal/objective?
    Determine content for the email
    Get proper URLs to include in the email and check if they are valid
    Notification to Your IT Team and Sales
    Name of campaign
    Time/date to be sent
    Size of campaign (target list)
    Information released
    Systems targeted/affected
    4/2/11
    4
    ©2011 SugarCRM Inc. All rights reserved.
  • Configuring Sugar for Campaigns
    Configuring outbound email settings
    Configuring campaign email settings
    Setting up bounce handling
    Checking the scheduler
    Run Nightly Mass Email Campaigns
    On the hour; From 2:00 to 6:00
    What are your mail provider capabilities?
    Does your provider throttle the amount of emails you can send per day?
    4/2/11
    5
    ©2011 SugarCRM Inc. All rights reserved.
  • Demo
    Configuring outbound email settings
    Configuring campaign email settings
    Setting up bounce handling
    Checking the scheduler
    4/2/11
    6
    ©2011 SugarCRM Inc. All rights reserved.
  • Creating Target Lists
    Targets, Leads, Contacts, Accounts
    Create from Reports
    Default: A list of people who are the campaign targets and receive the campaign email.
    Seed: A list of people who need to receive the campaign email but must not be tracked as potential leads.
    Test: A list of people who will receive a campaign email to test it before it is sent out to the default list.
    Suppression: A list of people you want excluded from the campaign email recipient list.
    Notes:
    Test and seed lists are ignored in email tracking statistics.
    Users included on test and suppression lists will not receive the executed email.
    4/2/11
    7
    ©2011 SugarCRM Inc. All rights reserved.
  • Demo
    Creating a target list using the reports module and search/select
    4/2/11
    8
    ©2011 SugarCRM Inc. All rights reserved.
  • Pulling it Together: Campaign Wizard
    Campaign Header
    Identify the campaign
    Budget
    Specify budget and revenue expectations for ROI
    Trackers
    Track click-thrus
    Targets
    Select or create target lists
    Can save the campaign
    Marketing
    Select or create email template
    Edit email template
    Insert tracker URLs
    Test and Execute
    Summary
    View campaign summary
    Send tests and emails
    4/2/11
    9
    ©2011 SugarCRM Inc. All rights reserved.
  • Demo
    Creating a campaign with the campaign wizard
    Executing the campaign
    4/2/11
    10
    ©2011 SugarCRM Inc. All rights reserved.
  • Test and Execute the Campaign
    Email marketing record status must be Active!
    Click Send Test
    Test, Test, Test!! (before the final Send)
    View the email in different email clients
    Test all links
    Spell check!
    Check header, subject line and content for errors
    Click Send Emails
    Select the marketing email record and then click Send
    4/2/11
    11
    ©2011 SugarCRM Inc. All rights reserved.
  • Email Campaign Status and ROI
    Viewing and monitoring status
    Using chart filter to view status for each email
    Tracking return on investment
    Review real-time revenue attributed to campaign
    4/2/11
    12
    ©2011 SugarCRM Inc. All rights reserved.
  • Demo
    Viewing campaign status
    Tracking ROI
    4/2/11
    13
    ©2011 SugarCRM Inc. All rights reserved.
  • Best Practices
    Work with IT
    Run campaigns during quite times
    Send emails in batches of 500 or less to avoid spam filters
    Post an HTML version of your newsletter on your website (“Having trouble reading this email?...Click here”)
    Host images and documents on a public-facing server
    Check out online tips/tricks on avoiding spam filters
    Test, test, test!
    4/2/11
    14
    ©2011 SugarCRM Inc. All rights reserved.
  • Summary
    Plan the campaign content
    Use the Campaign Wizard!
    Follow best practices and test your campaign
    Additional Resources
    www.sugaruniversity.com
    Online Library
    Recorded Webcast
    kb.sugarcrm.com
    4/2/11
    15
    ©2011 SugarCRM Inc. All rights reserved.