CRM: AN INTRODUCTION Thursday, 27th May 2010

Before we start

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

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

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

CRM: A DEFINITION

What is CRM?

CRM Push Pull = +

Dialogue Relationship = + Open, trust, transparent Value, mutually beneficial

OR

Customer Relationship Marketing

What is CRM?

Email

Social

Messenger (Chat)

Mobile Relationship

What is an email?

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

What makes an email successful?

Audience

Time Message

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

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

How are people cleaning up their inbox?

Many, many more: Pageflakes, Bloglines, Netvibes, etc, etc

What is social?

Social CRM PR = + Value +

Basic social

Phase 1: Acquisition Phase 2: RM

Time

Before considering dialogue, you must have a base N

umbe

r

Baileys – ongoing Baileys – 6mths

jargon time-out

CRM: FIVE CHARACTERS

Five characters of CRM

Everywhere (spammer)

Viral (S2F)

Tester (test, optimise)

Carer (seek to understand)

Beautiful, but dumb

Appear everywhere & focus on pushing their agenda

(spammers)

1. ‘Everywhere’

Bluefly have sent 290 emails since 1 January 2010

(as 27th May 2010)

Why do I still subscribe? Sales on shoes & clothes

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)

All they push is their product/sales, but they are trying to change.

Partnerships: Gossip Girl, Project Runway

Shocks to encourage community (send 2 friend)

2. ‘Viral’

Shocks = Deal Viral = Deal & Group

Shocks = Deal Viral = Deal & Group

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)

Look forward to receiving, but they aren’t smart

(tailored/relevant)

3. ‘Beautiful but dumb’

Apple have sent 12 emails since 1 January 2010

(278 less than Bluefly - as 27th May 2010)

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.

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

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

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

Consistent CTAs

Apple drive instore & online at the end of every email

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.

What can Apple improve?

Understanding the audience

(tailoring communications based on their products & interests)

http://www.slideshare.net/domhind

Ask customers what they want & tailor what they provide

4. ‘Carer’

A range of questions (product & interest) to tailored focused on

making the service better

Tailored communications based on preferences

What we can learn from XXXX/Witchery?

CRM Dialogue Relationship = + Open, trust, transparent Value, mutually beneficial

Constantly test, learn & optimise (tweak & refine)

5. ‘Tester’

Initial test Learning Refine Large

send Learning Follow up

Fiesta launch email campaign sold an additional 115 vehicles

(ROI of 700%)

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)

What we can learn from Ford?

Benchmarks (global results &

practice)

Initial Test

Learn & refine

Blast (rest of base) Baileys

Quick recap: Five characters of CRM

CLOSING REQUEST

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.

THOUGHTS DISCUSSION QUESTIONS

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

SUPPORTING INFORMATION

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 .

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

How most businesses approach 121?

Database

How businesses should approach it?

Database Add social

to this

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    

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