best in class email marketing with sap crm
DESCRIPTION
View this presentation to learn how direct access to customer data stored in SAP CRM can transform the way email communications are created and dramatically increase open, click and conversion rates. StrongMail email experts walk through several “before and after” examples of how integrating CRM data into email communications can change the way email marketing is perceived by your customers and drive increased engagement and revenue.TRANSCRIPT
PROPRIETARY AND CONFIDENTIAL
Best-in-Class Email Marketing with SAP CRMNovember 10, 2010
Ryan Deutsch, VP of Strategic Services
PROPRIETARY AND CONFIDENTIAL
Who is StrongMail?• Leading provider of online marketing solutions
for email and social media.
• We enable our clients to boost the effectiveness of their marketing campaigns, while saving a significant amount of money.
• Our products and services provide an end-to-end solution for some of the world’s biggest brands.
Over 500 Customers
Proprietary and Confidential |
» CRM and the Email Channel » Why Integrate?» What is Integration?
» Trends Impacting Email Marketing
» Examples of CRM Powered Best-In-Class Email
» Q & A
Agenda
Email Marketers to us: HELP!
…and it is the Enterprise asking!
Only 20% “Say” they are dynamic…
Lets “Geek Out!”
Email Messaging Effectiveness Index
SAP CRM + StrongMail = Integration drives Campaign Execution
Enterprise Messaging Made Easy:
• Minimized data transfer time
• Single source of program data for campaign analysis and further segmentation
• Full-featured dynamic content
• Response tracking
• Email send, delivery and bouncemanagement
1. Ad Avoidance 2. Sophistication GAP3. Unstructured Data / Social CRM4. Engagement5. Increasing Investment in Channel6. Email Alternatives Growing7. Integrated Marketing
Trends Impacting CRM & The Email Channel
Trend #1: Ad Avoidance Why CRM integration is so critical
• Consumers continue to “tune-out” as Inbox clutter continues» Open Rates: 77% of all email not read
- Travel and Hospitality based open rates, 2009» Click Rates for Travel and Hospitality: 5%
- How much of your list is “inactive” – 30%, 40%, 50%• List fatigue & churn increase
» Industry average is 33% annually according to EEC
Trend #2. Sophistication Gap WidensCRM application enhances customer expectations
Consider changes to Forrester's EMR (July, 2010)»Considered globalization as part of business process governance. »Created new business criteria to evaluate program strategy. »Expanded analytics business criteria to include advanced
measurement. »Replaced customer with user in the customer experience
evaluation. »Included social media in what makes users value emails. »Created a user criterion for mobile presentation.
EMR Analytics Scoring MethodologyEmail programs are scored based on CRM integration
Meet Seth
Social Graph:
Facebook: 523 FriendsLikes: Omaha Steaks, Edible, Bing Cashback
MySpacePlaxo
Photo Bucket
Insights:
Young, engaged, price sensitive.
Invite to Facebook page.
Long-Term Opportunity:
Product Upgrade +$1,200 LTV
Increase frequency: +$1,500 LTV
Tap into social graph: +$6,000 LTV
Loyalty Profile:
Born 2/80Cincinnati, OH
DIYHeavy User: 4/5
Experience Analyst
Loyalty Activity:
105 CreditsCommunity Post: 4/27
Survey: 3/9Rated Products: 5
Email/Social Activity:
Newsletter: 7/9Rebate: 4/12Contest: 4/6
Retail Offer: 1/3
Trend #3: Unstructured Data, SCRM
“An understanding of and participation in the common passion that connects our best customers to our brands, their communities and social web as a whole”
Trend #3: Unstructured Data, SCRM
Trend #4: Engagement Comes Into Focus
Customer Relationship Metrics are Changing
Measurement is evolving to include “engagement” –This engagement must be tracked in the CRM System
Trend #5: Email Marketing Investment Increasing Despite Lower CPM Rates
Increased adoption of targeting & analytic-driven approaches
»New Data Sources (CRM Integration)»Data Analysis/Analytics»Content/Program Development»Personnel & Expertise
Trend #6: Email Alternatives Growing
• Generation M or Y – The Internet Generation Takes Over (8-18 year olds take control)• Mobile• Social• Group Buying (Groupon)• Flash Sales (Rue La La, HauteLook)
• Proliferation of devices creates new challenges in terms of relevancy and rendering
• Offer choices – what they want when they want it, how they want it
Trend #7: Integrated Marketing
a) Centralization/decentralization struggle continues. Buying power still decentralized
b) Data knowledge & access remains an issue
c) Complexities Increase• Automation & integration• Data reconciliation
Examples of CRM-PoweredBest-in-Class Email Marketing
Proprietary and Confidential |
Messaging Based on a Shared Passion
CRM Powers Personas = Segments
• Prime “real estate” used to call attention to preferences
• Stressing Customer-Centric Approach
Preference Management
Preferences Inform Email and Other Channels
CRM Data Powers Relevance
• Acknowledged loyalty & created added benefits» Timely, personalized» Thanks you for business» Offers a valuable
discount
• Increased Personalization» Subject Line» Body
• Enhanced/Streamline Ordering to Improve Conversion
Advanced Personalization» Progress Towards Rewards» Mileage Balance» Targeted Offers» Triggered Communications» Loyalty Focus» Subscription Management
CRM Data Powers Relevance
CRM Data Powers Relevance
Email & CRM Data 101
• Design»Crisp & Clean
• CRM Triggered»At Subscription»At Sales Event
• Delivers»Up-sell»Education»Support
Email & CRM Data 101
A few months later…
in between…
Email & CRM Data 101
What Would Have Been Nice To See…
• Automated Welcome
• Communication Stream»Welcome»Applications Sales»Education»Support
• AND CONTENT BASED ON MY NEEDS!!!
• Recommendations• Loyalty• Save Favorites,
Update My Shockwave
• Solicit UGC• Store in Profile
Email & CRM Data 101
DeliveryRate
Unique Open Rate
Unique Click-Thru Rate
CTO Rate
95.8% 15.9% 3.1% 19.1%
DeliveryRate
Unique Open Rate
Unique Click-Thru Rate
CTO Rate
95.6% 59.6% 22.3% 37.3%
Email & CRM Data 101
Questions?• Visit www.strongmail.com• Whitepapers• Case studies• Webinars• Blogs
Ryan DeutschVP of Strategic ServicesStrongMail(650) [email protected]: @rdeutsch