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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 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.

Published in: Business
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Closing the Loop: Simple Campaign Management | SugarCon 2011

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

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