SITEC E-COMMERCE CLASS EC203 : CRM, Email & Chatbot Customer relationship management (CRM) is a technology for managing all your company’s relationships and interactions with customers and potential customers. The goal is simple: Improve business relationships. A CRM system helps companies stay connected to customers, streamline processes, and improve profitability. When people talk about CRM, they are usually referring to a CRM system, a tool that helps with contact management, sales management, productivity, and more. A CRM solution helps you focus on your organization’s relationships with individual people — including customers, service users, colleagues, or suppliers — throughout your lifecycle with them, including finding new customers, winning their business, and providing support and additional services throughout the relationship. Company : Digital Marketing Association Malaysia Guest Speaker : Charles Gregory

1. CHARLES GREGORY
30 April 2019

2. LESSON 1 EMAIL MARKETING
“EMAIL IS THE CHANNEL
GENERATING THE HIGEST ROI
FOR MARKETERS.” (VentureBeat)
“EMAIL MARKETING YEILDS AN AVERAGE
4,300% RETURN ON INVESTMENT
FOR
BUSINESSES IN THE UNITED STATES.”
(Direct Marketing Association)
“FOR EVERT $1 SPENT ON
EMAIL MARKETING,
THE AVERANGE
RETURN ON INVESTMENT IS
$44.25 (EXACT TARGET)

4. UNDERSTANDING THE CUSTOMER JOURNEY ROAD MAP
JOURNEY STEPS:
1. Become Aware
2. Engage
3. Subscribe
4. Convert
5. Excite
6. Ascend
7. Advocate
8. Promote

5. THREE
TYPES OF
EMAIL
1. TRANSACTIONAL
2. RELATIONAL
3. PROMOTIONAL

6. “THE AVERAGE
REVENUE PER TRANSACTIONAL
EMAIL IS 2X - 5X HIGHER
THAN STANDARD BULK EMAIL.”
(Experian Email Benchmark Report)
Transactional Email
TRANSACTIONAL EMAILS
TYPES OF
• ORDER CONFIRMATIONS*
• PURCHASE RECEIPTS
• SHIPPING NOTIFICATIONS*
• ACCOUNT CREATION
• RETURN CONFIRMATIONS*
• SUPPORT TICKETS
• PASSWORD REMINDERS
• UNSUBSCRIBE CONFIRMATION

7. Relational
“COMPANIES USING EMAIL TO NURTURE
LEADS GENERATE
50% MORE SALES-READY LEADS
AT 33% LOWER COST”.
(Hubspot)
RELATIONAL EMAILS
TYPES OF
• NEW SUBSCRIBER WELCOME
• LEAD MAGNET DELIVERY
• NEWSLETTER/BLOG ARTICLE
• WEBINAR CONFIRMATION
• SURVEYS & REVIEW REQUESTS
• SOCIAL UPDATES
• CONTEST ANNOUNCEMENTS
• REFERRAL REQUESTS

8. “66% OF CONSUMERS
HAVE MADE A PURCHASE ONLINE
AS A DIRECT RESULT OF AN EMAIL
MARKETING MESSAGE.”
(Direct Marketing Association)
Promotinal
PROMOTIONAL EMAILS
TYPES OF
• PROMOTIONAL CONTENT
• NEW LEAD MAGNETS
• SALE ANNOUNCEMENTS
• NEW PRODUCT RELEASE
• WEBINAR ANNOUNCEMENT
• EVENT ANNOUNCEMENT
• TRIAL OFFERS
• UPGRADE OFFERS

9. CUSTOMER
SERVICE
BRAND
AWARENESS
LEAD
GENERATION
RETENTION &
LOYALTY
ENGAGEMENT
& NURTURING
SALES &
UPSELLS
TRANSACTIONAL
RELATIONAL
PROMOTIONAL
PRIMARY GOAL BY EMAIL TYPE

10. THE TWO SEND TYPES BROADCAST vs. TRIGGERED MAILS
THERE ARE ONLY
TWO TYPES OF EMAILS THAT
SHOULD BE BROADCAST
TO YOUR ENTIRE DATABASE...
PROMOTIONS & NEWSLETTERS!
EVERYTHING ELSE SHOULD BE
TRIGGERED BY A SPECIFIC
ACTION OR BEHAVIOR!
TRIGGERED MAILS
EXAMPLES OF
• NEW SUBSCRIBER WELCOME • LEAD MAGNET DELIVERY
• REGISTRATION CONFIRMATION •PURCHASE RECEIPT
• SEGMENTED PROMO • REFERRAL REQUESTS
• CART ABANDONMENT • REENGAGEMENT

11. BUILDING YOUR EMAIL LIST THE MONEY IS IN THE LIST!
THE GREAT BIG LIE...
FACT: MOST MARKETERS FOCUS ON GROWING THEIR EMAIL LIST, AND SPEND
VERY LITTLE THOUGHT OR EFFORT ON HOW THEY’RE GOING TO MAKE MONEY
FROM THAT LIST ONCE THEY HAVE IT...
YOUR #1 PRIORITY: TO DETERMINE HOW YOU WILL MONETIZE A NEW LEAD (OR SUBSCRIBER)
ONCE YOU HAVE IT!
TWO BIG MISTAKES MOST
MARKETERS MAKE WHEN
BUILDING THEIR EMAIL LISTS...
MISTAKE #1: THEY FAIL TO FOLLOWUP WITH NEW SUBSCRIBERS
MISTAKE #2: THEY SEND THE EXACT SAME EMAIL TO EVERYONE ON
THEIR LIST!

12. LESSON 2 CREATING THE PERFECT MARKETING CALENDAR
THE ROLE OF THE PROMO CALENDAR (in any business)
TO ELICIT ACTION! TO GET YOUR SUBSCRIBERS TO DO
SOMETHING (WHETHER IT IS BUY, RAISE THEIR HAND,
COME INTO THE STORE, CALL YOU, ETC)

13. YOUR PRODUCT & SERVICE CATALOG
TWO VITAL ASSETS
FOR CREATING A WINNING
MARKETING CALENDAR...
NUMBER 1:
CREATE A PROMOTIONAL ASSET SHEET FOR EVERY PRODUCT & SERVICE
IN YOUR CATALOG...
• NAME OF PRODUCT OR SERVICE
• PRICE (FULL PRICE & SALE PRICE)
• WHERE DOES THE BUYING TRANSACTION OCCUR?
• HAVE YOU SOLD IT VIA EMAIL BEFORE?
• DID IT WORK???
• WHEN DID YOU PROMOTE IT LAST?
• HOW MANY EMAILS DID YOU SEND?
• IS IT CURRENTLY AVAILABLE TO PROMOTE?
• IF NO, WHY NOT?

14. YOUR GOALS & PLANNED PROMOS
TWO VITAL ASSETS
FOR CREATING A WINNING
MARKETING CALENDAR...
NUMBER 2:
12 STEPS TO CREATE A WINNING PROMOTIONAL CALENDAR
1. START WITH 12 MONTH REVENUE GOALS
(WHERE DO YOU WANT TO BE?)
2. LIST NON-REVENUE GOALS
(LAUNCH BLOG,PODCAST, BOOK, NEW LOCATION,
ETC.)
3. SLOT HOLIDAY PROMOTIONS INTO
THE APPROPRIATE MONTH
4. SLOT ANNUAL PROMOTIONS INTO
THE APPROPRIATE MONTH
5. DENOTE SEASONALITY
(SLOW AND BUSY MONTHS!)
6. SLOT NON-REVENUE GOALS INTO
THE APPROPRIATE MONTH
7. BREAK OUT REVENUE GOALS MONTHLY
(KEEP SEASONALITY IN MIND)
8. ADD REVENUE PROJECTIONS
(SET PROMOS PLUS REBILLS AND SUBSCRIPTIONS)
9. SUBTRACT “EXPECTED” FROM “TARGET” &
FILL IN “REMAINING” REVENUE NEEDED
10. BRAINSTORM ADDITIONAL PROMO IDEAS
(LIST IN POTENTIAL PROMOTIONS)
11. SPOT-CHECK AND ADJUST
(DOES IT MEET YOUR GOALS? IS IT ACHIEVABLE?)
12. LIST ADDITIONAL NEEDS
(NEW PRODUCT/SERVICE, SALES PRESENTATION)

15. LESSON 3 WHAT ABOUT CONTENT
EMAIL CAMPAIGN CREATION( and when to use them)
THE FIVE TYPES OF CAMPAIGNS
1. Indoctrination
2. Engagement
3. Ascension
4. Segmentation
5. Re-Engagement

16. INDOCTRINATION CAMPAIGN?
A TRIGGERED CAMPAIGN
SENT IMMEDIATELY
FOLLOWING INITIAL
SUBSCRIPTION THAT IS
DESIGNED TO ENGENDER THE
BRAND
TO THE NEW SUBSCRIBER
TO WELCOME NEW SUBSCRIBERS
BY TELLING THEM
WHAT THEY CAN EXPECT AND
WHAT THEY NEED TO DO NEXT
TO GET THE BIGGEST BENEFIT
FROM
YOU AND YOUR BRAND.

17. STORYBOARDING
YOUR
INDOCTRINATION
CAMPAIGN
• Welcome and introduce new
subscriber to your brand...
• Restate the benefits of being a
subscriber...
• Tell them what to expect...
• Tell them what to do next...
• Encourage whitelisting...
• Put your best foot forward...
• Campaign length 1 - 3 emails

18. TO TURN SUBSCRIBERS INTO
CONVERTS
BY PRESCRIBING THE NEXT LOGICAL
STEP BASED ON
WHAT YOU KNOW THEY’RE
CURRENTLY
INTERESTED IN!
ENGAGEMENT CAMPAIGN?
A INTEREST BASED, TRIGGERED
CAMPAIGN SENT
IMMEDIATELY FOLLOWING AN
ACTION
DESIGNED
TO MAKE A RELEVANT OFFER
(AND SALE)
TO YOUR SUBSCRIBER

19. STORYBOARDING
YOUR
ENGAGEMENT
CAMPAIGN
• Turns subscribers into converts
(WHAT IS A CONVERSION?)
• References the previous
POSITIVE action...
• Overcomes (or inoculate
against) KNOWN objections...
• Prescribes the next logical
step...
• Asks for the order...

20. ASCENSION CAMPAIGN?
WHAT IS AN
A TRIGGERED CAMPAIGN SENT IMMEDIATELY
FOLLOWING PURCHASE
TO START THE “VALUE LOOP”
DESIGNED TO
TURN ORDINARY BUYERS INTO MULTI-BUYERS

21. STORYBOARDING
YOUR
ASCENSION
CAMPAIGN
• References the previous
POSITIVE action...
• Overcomes (or inoculate against)
KNOWN objections...
• Prescribes the next logical step...
• Turns ordinary buyers into
multi-buyers...
• Increase the trust & authority
they feel for your brand
• Ascends them from a customer
into a raving fan...

22. TO PIQUE THE INTEREST OF
SUBSCRIBERS WHO GOT
“STUCK” ON THEIR JOURNEY AND GET
THEM TO
SEGMENT THEMSELVES BASED ON
WHAT THEY’RE
INTERESTED IN - RIGHT NOW!
SEGMENTATION CAMPAIGN?
A MANUAL CAMPAIGN
SENT TO YOUR ENTIRE
DATABASE AS A PROMOTION
THAT IS DESIGNED
TO SEGMENT YOUR
SUBSCRIBERS BY INTEREST

23. STORYBOARDING
YOUR
SEGMENTATION
CAMPAIGN
• Broadcast to your FULL
database...
• Delivers value-in-advance to
keep your list fresh and active...
• Creates demand in subscribers
and customers who have fallen
away...
• Puts subscribers into a relevant
engagement series to restart
the journey where they left off!

24. TO CALL OUT INACTIVE
SUBSCRIBERS AND GET THEM
TO START ENGAGING WITH YOUR
EMAILS AGAIN...
TO GET THEM
RE-EXCITED ABOUT YOU AND
YOUR BRAND.
RE-ENGAGEMENT CAMPAIGN?
A TRIGGERED CAMPAIGN SENT
TO ANY SUBSCRIBER WHO
HAS NOT OPENED OR CLICKED AN
EMAIL
IN THE LAST 30 - 60 DAYS
DESIGNED TO
RE-ENGAGE THE SUBSCRIBER WITH
THE BRAND

25. LESSON 4 EMAIL COPYWRITING
“COPY IS CURRENTLY BEING USED TO GENERATE LEADS AND MAKE SALES”
REPURPOSING
WINNING
COPY
1. HEADLINES
2. HOOKS & LEADS
3. LISTS & BENEFITS
4. PROOF & STORIES
5. CALLS TO ACTION

26. LESSON 5 OPTIMIZING YOUR OPENS & CLICKS...
“YOU HAVE JUST 3 - 4 SECONDS TO GRAB YOUR READERS’ ATTENTION AND INTEREST THEM
ENOUGH TO OPEN AND READ YOUR EMAIL”(Litmus)
GETTING MORE
OPENS
GETTING MORE
CLICKS

27. LESSON 6 TRACKING YOUR RESULTS
● HOW BIG IS YOUR EMAIL LIST?
● ARE YOU MAILING THE ENTIRE LIST?
● HOW MANY OPEN YOUR EMAILS?
● HOW MANY CLICK?
● HOW MANY UNSUBSCRIBE?
● HOW MANY COMPLAIN?
HOW WELL
IS EMAIL
WORKING
NOW?

28. LESSON 7 KPIs and MONITORING
REVIEW & SPOT CHECK WEEKLY
LOOKING FOR EARLY INDICATORS AND GREEN ARROWS...
OPENS, CLICKS, UNSUBSCRIBES,
COMPLAINTS
DEEP DIVE & CORRECT MONTHLY
LOOKING FOR EMERGING TRENDS (GOOD OR
BAD)...
TIME, TOPIC, TYPE

29. LESSON 8 SOFTWARE AND TOOLS