Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Bjoern Sjut - Highend CRM with low cost tools

3,186 views

Published on

Bjoern Sjut shows a dozen tricks and tips to push you from just sending email newsletter to implementing highly automated CRM – but on a low cost infrastructure. From eye openers on subject line and send time to leveraging post view tracking in emails to understand what mails convert beyond the click. From simple tricks in email template setup to leveraging external data sources like weather data for marketing automation. Bjoern will ensure that all tips are practical – showing real life applications – and present quick wins you can implement tomorrow alongside practical insights on how high end CRM implementations are done – and how you can find a very cost efficient route to leverage its potential.

Published in: Education
  • Be the first to comment

Bjoern Sjut - Highend CRM with low cost tools

  1. 1. HIGH END CRM ON A LOW COST INFRASTRUCTURE Bjoern Sjut bjoern.sjut@finc3.de @followfinc3 facebook.com/followfinc3
  2. 2. WHAT DOES HIGH END CRM MEAN ANYWAYS?
  3. 3. HOW TO WRITE AN EFFICIENT HAPPY BIRTHDAY MAIL (AND WHEN)
  4. 4. IS THIS A GREAT HAPPY BIRTHDAY EMAIL?
  5. 5. RULE #1: BE RELEVANT; BIRTHDAY EMAILS ONLY TO PEOPLE WHERE YOU WOULD CARE Your Email Platform Firstname, Lastname, Birthday Trigger an automated email 2 days after the birthday during recipient office hours From address: Your personal work address. Leverage at least your founders’, if not your management team’s
  6. 6. THIS IS THE MOST EFFICIENT BIRTHDAY EMAIL I’VE SEEN, BASED ON ACTUAL REVENUE Hi [FNAME] If I remember correctly, it was your birthday recently – and I wanted to send my best regards! As I’m building platform [WEBSITENAME] currently, I thought: You might enjoy a [VOUCHERFORTHEPLATFORM] At [WEBSITENAME] we’re doing _____________________________________________________________ How does that work and how do you get your voucher? It’s easy •Instruction 1 •Instruction 2 •Instruction 3 Could I ask you one favour? Can you give me a little feedback after you’ve tested it? What did you like, what didn’t you like? How did you enjoy [FEATURE X] Your feedback would help us a lot to be even better on your next birthday. Cheers, Bjoern
  7. 7. WHAT ARE NEW CREATIVE TRICKS?
  8. 8. YOU CAN LEVERAGE EMOJIS AND SPECIAL UNICODE CHARACTERS TO DRIVE ATTENTION
  9. 9. WHAT ARE THE MOST USED EMOJIS? Source: MailChimp http://apps.timwhitlock.info/emoji/tables/unicode
  10. 10. USE ANIMATED GIFS IN EMAILS TO INCREASE CTR A lot of email clients display animated GIFs by now Other email clients default to the first frame
  11. 11. ENGAGE USERS IN NEW WAYS – WITH LONG IMAGES THAT LOAD AUTOMATICALLY ON IPHONES
  12. 12. ENGAGE USERS IN NEW WAYS – WITH LONG IMAGES THAT LOAD AUTOMATICALLY ON IPHONES
  13. 13. HOW CAN YOU MEASURE IF ALL OF YOUR NEW CREATIVE TRICKS ARE WORKING?
  14. 14. DO YOU THINK CTR IS A GOOD MEASURE OF YOUR CRM ACTIVITY? Converting users Website Users Email Clickers Converting users Email readers
  15. 15. WHAT INGREDIENTS DO YOU NEED? An individual tracking image in each mail An Analytics platform that allows userIDs (e.g. Google Analytics, Mixpanel) Consistent userIDs in your email system and your web analytics tracking
  16. 16. THEN YOU CAN ANSWER QUESTIONS, LIKE… How many people that read a newsletter, buy a product that’s advertised in it? Which email creatives convert better, based on everybody who’s read them (doesn’t matter on what device) What’s the real impact of a send-out: A/B test a user segment that receives an email against similar users that don’t and compare cohorts
  17. 17. HOW DO YOU DO IT? WE’VE BUILT A LITTLE TOOL FOR YOU If you use MailChimp and Google Analytics, you can go to: http://www.finc3.de/google- email-url-builder This will allow you to generate the tracking images to include in your MailChimp campaigns that can be tied back to conversions in Google Analytics later.
  18. 18. YOU CAN THEN SEE YOUR OPENINGS DIRECTLY IN GOOGLE ANALYTICS Numbers will deviate, as Google Analytics will count every of the email as a unique event => Unique events in Google Analytics are the number of s that contain a certain event, unfortunately not unique use these. The data can now be used to tie together with conversions advanced segments If you don’t have a login (UserID), you can use CID values in the email marketing platform (e.g. during subscribing a
  19. 19. GET A DEEP UNDERSTANDING OF YOUR EMAIL DATA
  20. 20. PULL IN YOUR CRM DATA INTO A CLOUD BASED BI ENVIRONMENT PowerBI is Microsoft’s business intelligene offering. It is extremely aggressively priced with “0 USD/month” You can use it to pull Analytics data out for MailChimp, Mandrill, Marketo and other CRM tools. The main advantage: You can use your email data in conjunction with other metrics from your organization (e.g. Google Analytics data).(there’s a 9 USD/mth premium version)
  21. 21. YOU CAN USE THE FREE WINDOWS SOFTWARE “POWER BI” DESKTOP TO GENERATE COMPLETELY CUSTOM REPORTS
  22. 22. OR JUST GO TO WWW.POWERBI.COM AND CONNECT MAILCHIMP ONLINE
  23. 23. THIS MAKES IT A LOT EASIER TO GET AN UNDERSTANDING OF LONGTERM CAMPAIGN TRENDS + You can tie almost all campaign data to other business data sources (like your DW database, Google Analytics, whatever) (Use Power BI Deskto to build the data mod
  24. 24. SEND EMAILS BASED ON WEBSITE OR APP BEHAVIOR
  25. 25. THAT’S EASY WITH BEHAVIORAL EMAIL Capture activity Trigger email template Measure impact
  26. 26. A LOT OF WAYS TO SEND EMAILS BASED ON BEHAVIOR – HERE’S ONE: MailChimp Goal 1) Implement a little Javascript on your website 2) Trigger emails based on visited URLs => Disadvantage: works cookie- based, so only on the same device and only for people that clicked a campaign within their cookie lifetime. => Protip: You can use “GOAL” via the MailChimp API
  27. 27. THESE EMAILS WORK GREAT FOR FEATURES THAT AREN’T USED OR ARE UNDER-USED Example #1 (image): iOS users on the website, but user hasn’t installed mobile app yet. Gets a download and feature explanation via email. Example #2 Software as a service company: Users look into a certain feature (URL called) but don’t start to use it yet (conversion URL not called)
  28. 28. IF YOU REALLY NEED TO GO DEEP INTO SEGMENTATION – YOU CAN USE AN ANALYTICS PACKAGE TO TRIGGER EMAILS (E.G. MIXPANEL)
  29. 29. SEND AUTOMATED EMAILS BASED ON SHOPPING BEHAVIOR
  30. 30. DID YOU KNOW THAT YOU CAN PUSH PURCHASE DATA INTO EMAIL- MARKETING PLATFORMS LIKE MAILCHIMP?
  31. 31. YOU CAN TRIGGER ALL KINDS OF EMAILS BASED ON DATA COMBINATIONS  Post purchase lifecycles  Ask if customer is satisfied  If so: Ask for positive rating on customer review site  Send emails with usage instructions (video content) etc. to share  Trigger second purchase with voucher if no 2nd purchase after 3 months  Category news  Built automatically populated mails with new and populare purchase items (based on feed data) for buyers of a certain category  Repurchase reminders  Individual flows for products that get used up (e.g. razorblades, perfume, etc)  Send repurchase reminders based on estimated usage time
  32. 32. PURCHASE DATA DRIVEN EMAIL TEMPLATES CAN POINT OUT INDIVIDUAL PRODUCTS OR GIVE DISCOUNTS TO GRANULAR SEGMENTS
  33. 33. THE CHEAP POWERFUL CRM CHANNEL (ALMOST) NOBODY USES YET
  34. 34. DO YOU KNOW THIS MESSAGE?
  35. 35. USERS WILL IN THE FUTURE RECEIVE A BOTTOM RIGHT PUSH NOTIFICATION, IF THEY ACCEPTED THAT – ANYWHERE THEY ARE SURFING AT THAT MOMENT
  36. 36. IF YOU DON’T WANT TO IMPLEMENT IT YOURSELF, THERE ARE A NUMBER OF LOW COST VENDORS
  37. 37. SO… LET’S SUMMARIZE New creative levers (animated GIFs, long imgs, Emojis, delayed birthday mails) New way to track and identify what works (free BI integration, post view tracking of emails) New ways to send out CRM (on-site activity, web hooks, purchase data or push notifications)
  38. 38. THANK YOU – AND BE IN TOUCH Bjoern Sjut bjoern.sjut@finc3.de @followfinc3 facebook.com/followfinc3

×