Best in class email marketing with sap crm

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View this presentation to learn how direct access to customer data stored in SAP CRM can transform the way email communications are created and dramatically increase open, click and conversion rates. StrongMail email experts walk through several “before and after” examples of how integrating CRM data into email communications can change the way email marketing is perceived by your customers and drive increased engagement and revenue.

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Best in class email marketing with sap crm

  1. 1. PROPRIETARY AND CONFIDENTIAL Best-in-Class Email Marketing with SAP CRM November 10, 2010 Ryan Deutsch, VP of Strategic Services
  2. 2. PROPRIETARY AND CONFIDENTIAL Who is StrongMail? • Leading provider of online marketing solutions for email and social media. • We enable our clients to boost the effectiveness of their marketing campaigns, while saving a significant amount of money. • Our products and services provide an end-to-end solution for some of the world’s biggest brands. Over 500 Customers
  3. 3. Proprietary and Confidential | » CRM and the Email Channel » Why Integrate? » What is Integration? » Trends Impacting Email Marketing » Examples of CRM Powered Best-In-Class Email » Q & A Agenda
  4. 4. Email Marketers to us: HELP!
  5. 5. …and it is the Enterprise asking!
  6. 6. Only 20% “Say” they are dynamic…
  7. 7. Lets “Geek Out!” Email Messaging Effectiveness Index
  8. 8. SAP CRM + StrongMail = Integration drives Campaign Execution Enterprise Messaging Made Easy: • Minimized data transfer time • Single source of program data for campaign analysis and further segmentation • Full-featured dynamic content • Response tracking • Email send, delivery and bounce management
  9. 9. 1. Ad Avoidance 2. Sophistication GAP 3. Unstructured Data / Social CRM 4. Engagement 5. Increasing Investment in Channel 6. Email Alternatives Growing 7. Integrated Marketing Trends Impacting CRM & The Email Channel
  10. 10. Trend #1: Ad Avoidance Why CRM integration is so critical • Consumers continue to “tune-out” as Inbox clutter continues » Open Rates: 77% of all email not read - Travel and Hospitality based open rates, 2009 » Click Rates for Travel and Hospitality: 5% - How much of your list is “inactive” – 30%, 40%, 50% • List fatigue & churn increase » Industry average is 33% annually according to EEC
  11. 11. Trend #2. Sophistication Gap Widens CRM application enhances customer expectations Consider changes to Forrester's EMR (July, 2010) »Considered globalization as part of business process governance. »Created new business criteria to evaluate program strategy. »Expanded analytics business criteria to include advanced measurement. »Replaced customer with user in the customer experience evaluation. »Included social media in what makes users value emails. »Created a user criterion for mobile presentation.
  12. 12. EMR Analytics Scoring Methodology Email programs are scored based on CRM integration
  13. 13. Meet Seth Social Graph: Facebook: 523 Friends Likes: Omaha Steaks, Edible, Bing Cashback MySpace Plaxo Photo Bucket Insights: Young, engaged, price sensitive. Invite to Facebook page. Long-Term Opportunity: Product Upgrade +$1,200 LTV Increase frequency: +$1,500 LTV Tap into social graph: +$6,000 LTV Loyalty Profile: Born 2/80 Cincinnati, OH DIY Heavy User: 4/5 Experience Analyst Loyalty Activity: 105 Credits Community Post: 4/27 Survey: 3/9 Rated Products: 5 Email/Social Activity: Newsletter: 7/9 Rebate: 4/12 Contest: 4/6 Retail Offer: 1/3 Trend #3: Unstructured Data, SCRM
  14. 14. “An understanding of and participation in the common passion that connects our best customers to our brands, their communities and social web as a whole” Trend #3: Unstructured Data, SCRM
  15. 15. Trend #4: Engagement Comes Into Focus Customer Relationship Metrics are Changing Measurement is evolving to include “engagement” – This engagement must be tracked in the CRM System
  16. 16. Trend #5: Email Marketing Investment Increasing Despite Lower CPM Rates Increased adoption of targeting & analytic-driven approaches »New Data Sources (CRM Integration) »Data Analysis/Analytics »Content/Program Development »Personnel & Expertise
  17. 17. Trend #6: Email Alternatives Growing • Generation M or Y – The Internet Generation Takes Over (8-18 year olds take control) • Mobile • Social • Group Buying (Groupon) • Flash Sales (Rue La La, HauteLook) • Proliferation of devices creates new challenges in terms of relevancy and rendering • Offer choices – what they want when they want it, how they want it
  18. 18. Trend #7: Integrated Marketing a) Centralization/decentralization struggle continues. Buying power still decentralized b) Data knowledge & access remains an issue c) Complexities Increase • Automation & integration • Data reconciliation
  19. 19. Examples of CRM-Powered Best-in-Class Email Marketing Proprietary and Confidential |
  20. 20. Messaging Based on a Shared Passion
  21. 21. CRM Powers Personas = Segments
  22. 22. • Prime “real estate” used to call attention to preferences • Stressing Customer-Centric Approach Preference Management
  23. 23. Preferences Inform Email and Other Channels
  24. 24. CRM Data Powers Relevance • Acknowledged loyalty & created added benefits » Timely, personalized » Thanks you for business » Offers a valuable discount • Increased Personalization » Subject Line » Body • Enhanced/Streamline Ordering to Improve Conversion
  25. 25. Advanced Personalization » Progress Towards Rewards » Mileage Balance » Targeted Offers » Triggered Communications » Loyalty Focus » Subscription Management CRM Data Powers Relevance
  26. 26. CRM Data Powers Relevance
  27. 27. Email & CRM Data 101 • Design »Crisp & Clean • CRM Triggered »At Subscription »At Sales Event • Delivers »Up-sell »Education »Support
  28. 28. Email & CRM Data 101 A few months later…
  29. 29. in between… Email & CRM Data 101
  30. 30. What Would Have Been Nice To See… • Automated Welcome • Communication Stream »Welcome »Applications Sales »Education »Support • AND CONTENT BASED ON MY NEEDS!!!
  31. 31. • Recommendations • Loyalty • Save Favorites, Update My Shockwave • Solicit UGC • Store in Profile Email & CRM Data 101
  32. 32. Delivery Rate Unique Open Rate Unique Click- Thru Rate CTO Rate 95.8% 15.9% 3.1% 19.1% Delivery Rate Unique Open Rate Unique Click- Thru Rate CTO Rate 95.6% 59.6% 22.3% 37.3% Email & CRM Data 101
  33. 33. Questions? • Visit www.strongmail.com • Whitepapers • Case studies • Webinars • Blogs Ryan Deutsch VP of Strategic Services StrongMail (650) 421-7124 rdeutsch@strongmail.com Twitter: @rdeutsch

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