Trends & ideas
for success
CRM & Email
marketing
Michael Leander
•michael@michaelleander.me
•@michaelleander < Twitter
Email not so dead
after all...
(tell your friends &
colleagues)
Invest 1 US$ get 52, 43, 40,
39
US$ back
Break down the terribly
inefficient silo thinking
Email is multi-channel –
Multichannel marketers
multiply ROMI by 5, 10,
What email marketers should
demand of their CRM system
How behavioral and transactional
profiling solves the challenge of
relevancy in email & mobile actions
The topic & the trends
Commonsense & misconceptions
What you can achieve
with progressive
profiling
Key problems for
email marketers across the board
One size fits all
Irrelevant content
Inconsistency
Most of these problems can be solved
Significant changes in buying behavior
OTS* high to get a reaction No sex on the first date*OTS = Opportunity to see
Referral & recommendation
Latency increase incubationtime
What CRM + ESP should be managing
• Where do respondents come from?
• Identify source + cost per Lead
• Where is each prospect top, mid, end of funnel?
• How are we going to educate, nurture?
• What type of automation is required
• How are we going to score prospects and customers?
• What is the minimum requirement for differentiation?
Which reads the most words pr
minute – the eye or the ear?
We are in the
picture economy
The picture economy and profiling
Highly effective method to append
relevant information to each profile
Which of these two cars best suits your needs?
In email marketing, what is
most important?
Sender name
Subject line
Which amount of information should one
ask for at point of sign-up ?
Box it Up for
Dynamic content!
12 sections of personalized content Increased revenue by 25% per email sendingWhat’s in your boxes?
- Content A -> SA - Content B -> SB - Offer A - News B - Regional - Division - Service
95% of email subscription forms
ask for 3 pieces of information or less
90% of email marketers agree that
knowledge about recipients and their
intentions increase results
70% of recipients say that irrelevant
content is the #1 reason for
From wasted to wanted
Messaging Customer intelligence Mass Communication Demographic data Customer history Contact data Personalized Communication Segmented Communication Transactional Communication Customer transaction Intention/ behaviour Data source Integrated Web analytics Web sales Mailing list/ database CRM system Mailing list/ database Customer value Potential benefit = Tailored promotions (sales)Loyalty
Information Relevant offers Behavioral
Communication Potential benefit =
Up-sales/ promotions Triggers based on transaction Triggers based on behavior Newsletters, surveys & one-size-fits-all promotions Lifecycle emails Targeted email campaigns/ offers 97% are here
Email Marketing Audit Components
1. Email Marketing Purpose & Objectives 2. Email Marketing Content Concept 3. Email Marketing Value Proposition 4. Permission Marketing and Privacy 5. Frequency and channels
6. Profiling, segmentation and subscription center tactics 7. Subscriber acquisition conversion ecosystem
8. Messaging tactics including welcome flow 9. Design in templates and design consistencies 10. Response tactics / inbound marketing
11. Data management including bounce management procedures 12. Use of behavioral data
Email marketing audits almost always
shows data integration as the weakest points
Better profiling gets 50-70% of
your recipients into the
If we can’t consolidate email intelligence, how
are we going to deal with ”new” channels?
How do you build profiles, and why
do it progressively?
My B2B profile
My B2C
profile
profile
(c) Michael Leander Nielsen, 2008 34
First + last Name Email Mobile #
A press photo conceptualized by a German creative who spent too much
Basic profile
Expanded profile
+ Add behavioral
+ Add transactional
35Stimulate
to get
more info
What are the
contents of your
basic profile?
Your ideal
profile
Understand where your targets
are in the buying process
37
How do you
differentiate?
Personalized with title and
name
Targeted
relevant offer
Understand thy list !
•
Measure health of your list regularly
•
Act on your findings – it is important
Measure Period Number of Subscribers
% of list total
Never Open All time 48,000 16.0% Last 6 Months 168,000 56.0% Never Click All time 96,000 32.0% Last 6 Months 144,000 48.0% Never Bought All time 48,000 16.0% Last 6 Months 192,000 64.0% Never Bought
Online
All time 96,000 32.0% Last 6 Months 216,000 72.0%
Get pictures
& more
concrete what
–to-do advise
at free
webinar
Get your invitation
michael@michaelleander.me
Mapping customer stage to media
Stage Because Convert to Best fit media Estimated cost
of conversion Awareness Responded Consideration Email
newsletter
€25 Ready to buy Lead scoring Make purchase Personal call €50
