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Effective Email Campaigns

Effective Email Campaigns. Summit 2010. Our Premier Sponsors. Effective Email Campaigns . Agenda Welcome Short Presentation Interactive Discussion Wrap-up. Effective Email Campaigns. John Johnston Volvo Construction Equipment EMAIL: John.Johnston@volvo.com Brian Moser ExactTarget

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Effective Email Campaigns

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  1. Effective Email Campaigns

    Summit 2010 Our Premier Sponsors
  2. Effective Email Campaigns Agenda Welcome Short Presentation Interactive Discussion Wrap-up
  3. Effective Email Campaigns John Johnston Volvo Construction Equipment EMAIL: John.Johnston@volvo.com Brian Moser ExactTarget EMAIL: Bmoser@exacttarget.com
  4. 5 Keys to Email Marketing Success Establish a business process Create a single source of the truth Automate for efficiency Build measurement into the process Take action
  5. Establish a Business Process
  6. Customer / Prospect Interaction Email Marketing Program Execution Database Management Segmentation and List Creation Offline Segment A Customers with Specific Needs Account/Contact Information Offer/ Message Timing Response Plan Determine Select Identify Prospects with Specific Needs Landing Page / Microsite HH or Business Demographics Segment B Needs and Interests Offer Offer/ Message Timing Response Plan Customization / Personalization Email Creation Online Information Purchase Transactions Offline Segment C Leads/ Opportunities Timing Offer/ Message Timing Response Plan Nurturing / Selling Campaign Response History Trigger Data Capture / Lead Qualification Microsoft Integrated Marketing Solution Web Close-looped CRM Model
  7. Create a Single Source of the Truth
  8. What’s Working, What’s Not
  9. Subscriber Acquisition: Best Practices Attract Use SEO (Organic) and Paid Search to attract potential subscribers Leverage social networks Engage Design your landing page to make opt-in simple Customize landing pages to your offers and programs Provide a “reason” to subscribe Convert Send Welcome Email to confirm email registration Provide “Thank You” offer for new subscribers
  10. Automate for Efficiency
  11. Close-looped Marketing Solution
  12. Automating Lead Capture, Event Registration, and Reminders CRM in Action: Lead Generation Process
  13. Example 1: Automation through workflows Integration with ExactTarget Dynamic headers, banners, textand links based on dealer parmas Content syndication to populateorder/shipping details
  14. Example 2: Automating AMPScript eMails become personalized Flexible template design Content that is dynamic Automation based on CRM workflows Analytics stored in CRM Reduced employee development and maintenance
  15. Alerts to New Leads Some dealers have also chosen to receive alerts on leads through text messages to mobile phones Basic details of leads are sent via eMail whenever leads are in the CRM system. To view more details of this lead, users click on one of the many links to access the system through the VDN Reminder eMails are sent 7 and 14 days after the original lead to remind salesmen to update the lead feedback status
  16. Build measurement into the process
  17. Grading vs. Scoring Grading Scoring Interest Multiple visits Took our product tour Score > 100 Fit Role involves marketing High-Tech company Uses Microsoft CRM
  18. TAKE ACTION
  19. Relevance + Timing = Online Marketing Success 3.9% 2.8% Conversion Rate 1.1% >10% Conversion Rate Conversion Rate Conversion Rate Real-Time Triggered Blast Driven Profile Driven Persona Driven Behavior Driven
  20. Effective Email Campaigns Wrap-Up Thanks for joining us! Fill out session evaluations Go to CRMUG.com for the survey link Submit your Town Hall questions Looking to connect with someone? The Connections Café On Twitter (#CRMUG)
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