CRM 101: Session 4: Email, Social, and Drip Marketing Made Easy
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Email, Social, and Drip Marketing Made Easy CRM 101
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Do you want to learn how to easily execute an email campaign to hundreds or even thousands of customers and prospects with Sugar? Do want to a simple way to create drip marketing campaigns for Sugar? Do you want higher open rates, click-thru rates and conversions? Then, this is a session for you!Email marketing allows you to connect with greater numbers of prospects and customers, at a fraction of your traditional marketing costs. Learn how to combine Sugar’s email campaign capabilities with inBOX25’s marketing platform to dramatically simplify the campaign setup process, increase message deliverability and drive greater response rates using email and drip marketing campaigns.In addition you'll also learn how to combine powerful social media platforms, such as Facebook, Twitter and Linkedin with your email marketing program and share your campaign across multiple networks with millions of users. You'll also get a real-time demo of our robust social reports that show you which customers or prospects shared your campaign and what they said about it.
Transcript of CRM 101: Session 4: Email, Social, and Drip Marketing Made Easy
Email, Social, and Drip Marketing Made Easy
CRM 101
04/09/23 ©2012 SugarCRM Inc. All rights reserved.
2
Bill KahlertSVP & Co-Founder, inBOX25
Kevin LawrieDirector of Technology & Co-Founder, inBOX25
Mark TurgeonVice President of National Sales, Matchpoint
Solutions
Alison KennedyOwner, KPR, Inc.
Ken FeasterInformation Systems Director forNational Institute on Money in State Politicsfollowthemoney.org
HOMEBREW SYSTEM CHALLENGESPoor Platform with Poor Delivery and almost no reporting
Limited Tracking & Reporting
No HTML support
No ability to segment and target
Not CAN-SPAM compliant
No Opt-out mechanism
No Testing Available
No Spam Complaint Management / ISP
Relations
No Bounce Handling / List Hygiene
No Sender Authentication
Not User-Friendly
Network Delivery Problems - SMTP
Server
Major Problem
Eh, not ideal.
CAN-SPAMControlling the Assault of Non-Solicited Pornography And Marketing Act of 2003
Make sure your ‘From’ and ‘Reply-to’ email addresses are valid. noreply@ - stop it!Don't use fraudulent transmission data, such as open relays and false headers (sections 4(a), 5(a)(1), and 6).
Don’t lie.Don't use misleading sender or subject lines (section 5(a)(1) and 5(a)(2)).
You need a Physical Address includedAdd your postal address to all email (section 5(a)(3) and 5(a)(5)(A)(iii)).
Opt-out is a must and it should be a single-click functionInclude a "clear and conspicuous" unsubscribe mechanism in every email (section 5(a)(5)(A)(ii)).
Have a process for handling unsubscribes within the 10-day window. (section 5(a)(4)).
Global Suppression ListOffer recipients a way to receive some types of email from you while blocking others, along with a "global unsubscribe" option to stop all future email from your organization (section 5(a)(3)(B)).
Don't share the address of a person who unsubscribed with any other entity seeking to send that party email (section 5(a)(4)).
Don't harvest email addresses or use automated means to randomly generate addresses (section 5(b)(1)).
BouncesHard bounces, soft bounces, blocked bounces, - why do I care?
Soft BounceA temporary problem is preventing delivery of your message, for example a users mailbox might be exceeding their storage quota. This bounce should be flagged, but the email address should remain valid - for now.
while talking to smtp.hello.example [192.0.2.3] >>> RCPT TO:<[email protected]><<< 5.2.2 Mailbox over quota
Hard BouncePermanent error and you should not attempt another delivery to that email address. A typical response is unknown user, no such user or invalid user. These are very important to remove from your list immediately.
while talking to smtp.hello.example [192.0.2.3] >>> RCPT TO:<[email protected]><<< 550 No such user here
Blocked BounceAn ISP, filter or user thinks your message might be SPAM. This could require some follow up and troubleshooting.
while talking to smtp.hello.example [192.0.2.3] >>> RCPT TO:<[email protected]><<< 551 Message Rejected as possible spam
ConclusionBounce handling should be automatic and smart. You don’t want to remove targets from your list because they’re inbox was full, and you don’t want to send to email addresses that don’t exist. The cleaner your list, the better your delivery will be and ISP’s will take note on how well you perform these tasks!
Spam ComplaintsWhy they’re important and how to manage them
ISP Feedback LoopsWhen a recipient flags your message as spam, the ISP will forward you a redacted version of the complaint so that the recipient can be removed and hopefully prevent future complaints.
Unsubscribe and Suppress the RecipientSpam complaints are just a part of email marketing, no matter what. However, if you don’t manage complaints your sender reputation and delivery will be directly impacted. Any spam complaint should be treated as an unsubscribe and the recipient should be suppressed from all of your future lists.
Make it super simple to unsubscribeOften times users will flag a message as spam, if its not clear how to unsubscribe.
Provide an email-based unsubscribe methodSome ISP’s like Gmail do not have feedback loops. But they will try to automatically unsubscribe a recipient that marks your message as spam, if you provide them an email method to do so.
AuthenticationAllows you to tell ISP’s who is authorized to send mail on your
behalf and permits you take take ownership of a message.
Sender ID
Domainkeys
DKIM
Plaintext vs. HTMLwhich is better and what should I send?
Answer: Send Both
Multipart MessagesAs a best practice, you should always send what’s referred to as a multipart message. Basically, the email contains both plain text and HTML content. Once received, a recipient's email program decides what content is shown - either HTML or plain text, but never both at the same time.
Testing, Testing and more Testing
Spam Filters & Junk Folders
Social Media
According to a 2011 Kissmetrics report, 64 percent of Twitter users and 51 percent of Facebook users said they will buy from brands that they follow.
In addition, 34 percent of respondents said they would likely become a brand fan if an acquaintance likes the same brand.
By introducing an improved message format and social media, Follow the Money doubled their subscriber base in a single year.
Reportingspot trends in activity, delivery, geography and social in one spot.
Email Automation1:1 email messages based on subscriber behavior or interest yield
higher response rates and help build great sender reputations.
IN CONCLUSION
SUGARCRM / INBOX25 SOLUTIONDependable Email Platform, Social Connect and Marketing Automation
High-impact, Robust Reporting
Multipart Email Support (Text/HTML)
Advanced Segmentation & Targeting
Fully CAN-SPAM Compliant
Single Click Unsubscribe
Full Email Testing Suite
Automated Spam Complaint Processing
Automated Bounce Handling
Full Sender Authentication
Beautiful, simple User Interface
Average Deliverability 99.22%
Report CardAverage Open Rate
32.4%
Average Click-thru
4.3%Highest Click-thru
51.7%
Highest Open Rate
49.1%
List Growth
100%
04/09/23
©2012 SugarCRM
Inc. All rights
reserved.
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04/09/23 ©2012 SugarCRM Inc. All rights reserved.
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