TFM&A Presentation by Duncan Wood - Tips about Email Marketing
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Slides from Duncan's presentation at TFM&A about maximising your email marketing budget. The sesssion was titled "Top Email Marketing Tip - Develop a Programme!" on Wed 27th Feb 2013 in London. It covered: Email Marketing planning & strategy, CRM & Email Marketing.
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TFM&A Presentation by Duncan Wood - Tips about Email Marketing
- 1. Top Email Marketing Tip - Develop a Programme! Duncan Wood Product Manager
- 2. Who? Powered by TOP EMAIL MARKETING TIP - DEVELOP A PROGRAMME!
- 3. Overview - Why develop a programme? - How do I? - Why E-marketing needs CRM? - Why CRM needs E-marketing? - Resources for you TOP EMAIL MARKETING TIP - DEVELOP A PROGRAMME!
- 4. Why Develop a Programme? TOP EMAIL MARKETING TIP - DEVELOP A PROGRAMME!
- 5. Increase in Email Marketing PLANNED AN INCREASE IN EMAIL MARKETING BUDGET IN 2012 Source: MarketingSherpa 2012 Email Marketing Benchmark Report
- 6. But.. Only.. CLEAR GOAL, SEGMENTED AND ON TIME Source: MarketingSherpa 2012 Email Marketing Benchmark Report
- 7. How Do I? TOP EMAIL MARKETING TIP - DEVELOP A PROGRAMME!
- 8. How Do I? TOP EMAIL MARKETING TIP - DEVELOP A PROGRAMME!
- 9. Why E-marketing needs CRM More than Contact Information The message can only be as good as the data allows it to be.
- 10. Why E-marketing needs CRM Relevancy o Batch and blast marketing doesn‟t work o With insight comes focus – focused messaging, focuse d target group
- 11. Why E-marketing needs CRM Personalisation Personal, up to date merge data from CRM
- 12. Why E-marketing needs CRM Data Access CRM applications are often integrated into ERP and Accounting Products – more data more relevancy
- 13. Why CRM needs E-marketing Measurement & Enrichment E-marketing allows analysis & adds to the overall history in CRM including opens, links clicked
- 14. Why CRM needs E-marketing Data is Data until you do something with it Give the user a reason to think.. o “So if I enter this.. Then what happens?” o Suddenly they see the benefit of “accurate & timely data”
- 15. Why CRM needs E-marketing The Circle of (Data) Life o CRM is static unless it is fed and driven by information o CRM feeds email marketing o Email Marketing feeds CRM
- 16. Why CRM needs E-marketing Marketing Drives Sales Engagement o E-marketing results inform the Sales about the customer o If Sales get a hot lead as a result of email marketing then Sales are happy
- 17. Why Integrated is Better Automation o Data drives Marketing activities o As the data in the CRM changes, so does a target group o As E-Marketing interaction occurs - CRM is informed
- 18. Online Resources Link Description Our Whitepaper http://bit.ly/TFMWhitepaper Our free trail & product info http://bit.ly/Xu72ta Swiftpage blog - the guys that power http://blog.swiftpage.com/ Sage e-Marketing Marketing Sherpa – great email http://www.marketingsherpa.com/ marketing case studies & research Hundreds of original articles and http://www.email-marketing- resources to help you start or improve reports.com/ your opt-in email marketing. Email Marketing Blog by Tamara http://www.b2bemailmarketing.com/ Gielen TOP EMAIL MARKETING TIP - DEVELOP A PROGRAMME!
- 19. Say „Hello‟… Here or there Stand F24 @sageukcrm
Notes de l'éditeur
- Whitepaper covers:Content is kingTips about: subject line, variety, testing…. Build your listUse every opportunity to get people to subscribeDesign tipsTargeting your results – analyse and take actionGlossary of terms
- If the database is set up properly I can be relevant and highly targeted with my message. One message to my database will yield far lesser results than 3 or 4 targeted messages to the same group.
- Not only merge information but CRM allows you to recognize important milestones in a relationship, whether it is as simple as birthday wishes or as important as a proposal before a meeting, CRM can deliver automatically.
- There is a lot of information living in an ERP solution. Not everyone should have access to the ERP system. The interoperability of ERP and CRM allows for more tailored messaging and more
- Reporting on the basic open and click level is nice for the marketer, but doesn’t do much for the sales guy. E-marketing needs a place to take personal, contact by contact information that is highly relevant for the actual user of CRM.
- Henry Ford....“If everyone is moving forward together, then success takes care of itself.”
- CRM & Email marketing have a symbiotic relationship
- With a true integration, E-marketing activity can trigger as a result of what the database is telling it to do. You have 3 campaigns running, one for new prospects, one for hot prospects and one for new customers. As your customer status changes in the database, it will automatically move them between campaigns.