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.
2. Who?
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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!
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!
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.