This document provides an introduction to customer relationship management (CRM) through an overview of key concepts and best practices related to email marketing. It defines CRM as a combination of customer relationship marketing and dialogue and relationship building. The document then discusses various types of emails, what makes emails successful, and current email marketing trends. It profiles five different "characters" that represent different CRM approaches: the spammer, the viral marketer, the brand that focuses on design over customization, the brand that tailors communications to learn customer preferences, and the brand that tests and optimizes continuously. Overall, the document aims to convey best practices for using email marketing as part of an effective CRM strategy.

1. CRM: AN INTRODUCTION
Thursday, 27th May 2010

2. Before we start

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. 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. 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

6. CRM: A DEFINITION

7. What is CRM?
CRM = Push + Pull
Customer Relationship
Marketing
OR
= Dialogue + Relationship
Open, trust, transparent Value, mutually beneficial

8. What is CRM?
Email
Mobile Relationship Social
Messenger
(Chat)

9. What is an email?

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. What makes an email successful?
Audience
Time Message

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: http://www.emaillabs.com/tools/email-marketing-statistics.html#popularsenddays

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 (http://dominiquehind.wordpress.com/email

14. How are people cleaning up their inbox?
Many, many more:
Pageflakes, Bloglines, Netvibes, etc, etc

15. What is social?
Social = CRM + PR + Value
Basic social

16. Before considering dialogue, you must have a base
Phase 1: Acquisition Phase 2: RM
Number
Baileys – 6mths Baileys – ongoing
Time

17. jargon time-out

18. CRM: FIVE CHARACTERS

19. Five characters of CRM
Everywhere Viral
(spammer) (S2F)
Beautiful, but dumb Carer Tester
(seek to understand) (test, optimise)

20. 1. ‘Everywhere’
Appear everywhere &
focus on pushing their agenda
(spammers)

21. Bluefly have sent 290 emails since
1 January 2010
(as 27th May 2010)

22. Why do I still subscribe?
Sales on shoes & clothes

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. All they push is their product/sales,
but they are trying to change.
Partnerships: Gossip Girl, Project
Runway

25. 2. ‘Viral’
Shocks to encourage community
(send 2 friend)

26. Shocks = Deal
Viral = Deal & Group

27. Shocks = Deal
Viral = Deal & Group

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. 3. ‘Beautiful but dumb’
Look forward to receiving,
but they aren’t smart
(tailored/relevant)

30. Apple have sent 12 emails since
1 January 2010
(278 less than Bluefly - as 27th May 2010)

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. Product emails - common elements:
1. Logo
2. Header
3. Header CTA
4. Imagery
5. Content
6. CTA

33. Software emails - common elements:
1. Logo
2. Header
3. Header CTA
4. Imagery
5. Content
6. Features
7. CTA

34. Events emails - common elements:
1. Logo
2. Header
3. Header CTA
4. Imagery
5. Content
6. CTA

35. Consistent CTAs
Apple drive instore & online at the
end of every email

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. What can Apple improve?
Understanding the audience
(tailoring communications based on their
products & interests)
http://www.slideshare.net/domhind

38. 4. ‘Carer’
Ask customers what they want &
tailor what they provide

39. A range of questions (product &
interest) to tailored focused on
making the service better

40. Tailored communications based on
preferences

41. What we can learn from XXXX/Witchery?
CRM = Dialogue + Relationship
Open, trust, transparent Value, mutually beneficial

42. 5. ‘Tester’
Constantly test, learn & optimise
(tweak & refine)

43. Initial Large Follow
Learning Refine Learning
test send up

44. Fiesta launch email campaign sold
an additional 115 vehicles
(ROI of 700%)

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. What we can learn from Ford?
Benchmarks
(global results &
practice)
Blast
Baileys Initial Test
(rest of base)
Learn & refine

47. Quick recap: Five characters of CRM

48. CLOSING REQUEST

49. Homework – when you are back at work?
• Set up an email address (eg leoburnettauto@gmail.com)
• 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.

50. THOUGHTS
DISCUSSION
QUESTIONS

51. THANK YOU!
http://www.slideshare.net/domhind
http://dominiquehind.wordpress.com

52. SUPPORTING
INFORMATION

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. 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. How most businesses approach 121?
Database

56. How businesses should approach it?
Database
Add social
to this

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. 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