mistakes that will ruin your email markeiting and how to overcome them jd edwards user list l.
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B2B Marketing Recepie - PowerPoint PPT Presentation

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Why do permission-based email marketing fail. Is it the lack of knowledge, resources or expertise hindering you from dreaming BIG?This short PPT from JDE User list examines the common fault lines of b2b email marketing. Few slides in our PPT also explains the time-tested strategies to re-engineer your existing campaign tactics.

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Presentation Transcript

Top goal of database marketing:

  • Improved customer retention
  • Cross-selling opportunities
  • Upselling and reactivation
  • Increased customer acquisition
  • Why does marketers fail to achieve these simple goals from database marketing.
failure 1 lack of a marketing strategy
Failure # 1: Lack of a Marketing Strategy

No clear plan to action

Haphazard strategies with no concrete conversion goals/metrics

More impetus on traditional marketing

failure 2 lack of prospects in your database
Failure # 2: Lack of prospects in your database

Less number of prospect in opt-in data

Incomplete or incorrect data

Lack of proper planning to acquire permission data

Failure to update data with active information

failure 3 treating all customers alike
Failure # 3: Treating all customers alike

No differential treatment of customers

Lack of knowledge on customer segemtation

Sending generic offers

failure 4 lack of retention strategies
Failure # 4: Lack of retention strategies

Building a database is easy

Making money with a database is hard

Most people don’t know that

failure 5 lack of campaign tracking and testing
Failure # 5: Lack of campaign tracking and testing

No training in email tracking

Failure to test email campaigns

Not tracking( open, CTRs, etc)‏

Dull email subject lines

Too many spam complaints

how to develop an effective strategy
How to develop an effective strategy:

Collect opt-in data from websites, and from all customer touch-points

Acquire multi-media contact information (email, fax, direct mailing address, phone)‏

Segment customer data on the basis of best customer profile

Test email campaign before sending

examples of effective marketing strategies
Examples of effective marketing strategies

Get active with user Groups

Send relevant newsletters

Send surveys and feedback form

Send campaign for rentention & Loyalty Programs

Send loyalty offers for best customers

what customers expect from you
What customers expect from you?

Quality of customer service

Increase ROI with product implementation

Benefit oriented Information

Convenience and ease in business

Helpfulness and quick support

how to build lasting relationship through database marketing
How to build lasting relationship through database marketing
  • Acquire and communicate with customers
  • Add new prospect data from all customer interactions - Surveys, conferences, Promotion history, Transaction history
  • Acquire data from trusted vendors
  • Update data at regular intervals
  • Use latest media to communicate and get active through social networking