CRM Introduction
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Transcript of CRM Introduction
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CRM: AN INTRODUCTION Thursday, 27th May 2010
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Before we start
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1. How many marketing related emails do you
receive a week?
Me – 350
2. Which emails are the ones that catch your eyes
& encourage you to open?
Me – Shopping, clothes & design
3. What emails do you action or click through from?
Me – Discounts or offers
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4. What is the average open rate for auto emails?
6% (8% click through rate)
5. Which category gets the highest open rate?
Religious (8% open rate)
6. What is the value of a customer on an email
database? US$948
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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
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CRM: A DEFINITION
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What is CRM?
CRM Push Pull = +
Dialogue Relationship = + Open, trust, transparent Value, mutually beneficial
OR
Customer Relationship Marketing
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What is CRM?
Social
Messenger (Chat)
Mobile Relationship
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What is an email?
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What are the different types of emails?
Acquisition (awareness)
• MGM • Viral • Sales promotions • New product launches
Retention
• Opt-in/ profile driven • Newsletters • RM based communications • Trigger based • Alerts • Time-based reminders • Product users/support groups • Base transactions
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What makes an email successful?
Audience
Time Message
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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
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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
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How are people cleaning up their inbox?
Many, many more: Pageflakes, Bloglines, Netvibes, etc, etc
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What is social?
Social CRM PR = + Value +
Basic social
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Phase 1: Acquisition Phase 2: RM
Time
Before considering dialogue, you must have a base N
umbe
r
Baileys – ongoing Baileys – 6mths
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jargon time-out
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CRM: FIVE CHARACTERS
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Five characters of CRM
Everywhere (spammer)
Viral (S2F)
Tester (test, optimise)
Carer (seek to understand)
Beautiful, but dumb
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Appear everywhere & focus on pushing their agenda
(spammers)
1. ‘Everywhere’
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Bluefly have sent 290 emails since 1 January 2010
(as 27th May 2010)
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Why do I still subscribe? Sales on shoes & clothes
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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)
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All they push is their product/sales, but they are trying to change.
Partnerships: Gossip Girl, Project Runway
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Shocks to encourage community (send 2 friend)
2. ‘Viral’
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Shocks = Deal Viral = Deal & Group
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Shocks = Deal Viral = Deal & Group
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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)
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Look forward to receiving, but they aren’t smart
(tailored/relevant)
3. ‘Beautiful but dumb’
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Apple have sent 12 emails since 1 January 2010
(278 less than Bluefly - as 27th May 2010)
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What emails do Apple send?
Product
• Specifically relating to a new product launch or upgrade
Software
• Similar to product, these types of emails relate to a new software launch or upgrade
Events
• These emails are around particular times of the year - Post Christmas, Valentine's Day & return to uni.
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Product emails - common elements: 1. Logo 2. Header 3. Header CTA 4. Imagery 5. Content 6. CTA
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Software emails - common elements: 1. Logo 2. Header 3. Header CTA 4. Imagery 5. Content 6. Features 7. CTA
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Events emails - common elements: 1. Logo 2. Header 3. Header CTA 4. Imagery 5. Content 6. CTA
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Consistent CTAs
Apple drive instore & online at the end of every email
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What do Apple do well?
Frequency • Apple don't have
a set frequency of communications. When they have something of interest they send it out, they don't wait to fill a monthly newsletter.
Focus • The emails are
focused on one product or event. They don't try to include too many products into the email or tell the consumer too much. There is a focus on providing enough information about a product and then pushing consumers through to the website to find out more.
Strong CTA • At the bottom of
every email there are strong calls to action that are consistent across all areas (see screen shots below). There are two elements: shop online and come in store.
Design • All emails have
been designed so that all the information is displayed on screen if a user has opened the email. A post on this is in progress and will be live in the next few days.
Preview • There is enough
information displayed in the preview window to encourage a user to open the email. Most emails have a headline and a strong email to encourage this. A post on this is in progress and will be live in the next few days.
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What can Apple improve?
Understanding the audience
(tailoring communications based on their products & interests)
http://www.slideshare.net/domhind
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Ask customers what they want & tailor what they provide
4. ‘Carer’
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A range of questions (product & interest) to tailored focused on
making the service better
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Tailored communications based on preferences
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What we can learn from XXXX/Witchery?
CRM Dialogue Relationship = + Open, trust, transparent Value, mutually beneficial
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Constantly test, learn & optimise (tweak & refine)
5. ‘Tester’
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Initial test Learning Refine Large
send Learning Follow up
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Fiesta launch email campaign sold an additional 115 vehicles
(ROI of 700%)
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What we can learn from Ford?
1. Test with a small group & understand what works &
doesn’t
2. Go out to the whole base (refine & learn)
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What we can learn from Ford?
Benchmarks (global results &
practice)
Initial Test
Learn & refine
Blast (rest of base) Baileys
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Quick recap: Five characters of CRM
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CLOSING REQUEST
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Homework – when you are back at work?
• Set up an email address (eg [email protected]) • 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.
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THOUGHTS DISCUSSION QUESTIONS
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THANK YOU! http://www.slideshare.net/domhind http://dominiquehind.wordpress.com
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SUPPORTING INFORMATION
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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 .
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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
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How most businesses approach 121?
Database
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How businesses should approach it?
Database Add social
to this
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Foundations (set up the basics)
Segmentation (understand the data)
Behaviour (smart triggers)
Three year road map
- RM program set-up - Localise global assets (website &
emails) - Data rules & strategy - Acquire database - Retention (communications) - Analysis & setting up
benchmarks - Communications optimisation
- Localise global assets (website & emails)
- Develop some local assets based on data
- Higher level of personalised - Customer driven communications - Data driven communications - Acquire database - Retention (communications) - Analysis of communications - Data & communications
optimisation
- Localise global assets (website & emails)
- Develop some local assets based on data
- Higher level of personalised - Integration with the website (track
onsite activity/actions) & trigger based communications
- Customer driven communications - Data driven communications - Acquire database - Retention (communications) - Analysis of communications - Data & communications
optimisation
F10
F11
F12
Tailor
Interact
Acquire & Establish
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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