High end CRM on a low cost infrastructure

High end CRM on a low cost infrastructureBjoern Sjutbjoern.sjut@finc3.de @followfinc3 facebook.com/followfinc3

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What does high end crm mean anyways?

How to write an efficient happy birthday mail (and WhEN)

Is this a great happy birthday email?

Rule #1: Be relevant; Birthday emails only to people where you would careYour EmailPlatform

Firstname, Lastname, Birthday

Trigger an automated email

2 days after the birthday

during recipient office hours

From address: Your personal work address.

Leverage at least your founders, if not your management teams network for this. (Deduplicate of course)

This is the most efficient birthday email Ive seen, based on actual revenueHi [FNAME]If I remember correctly, it was your birthday recently and I wanted to send my best regards!

As Im building platform [WEBSITENAME] currently, I thought: You might enjoy a [VOUCHERFORTHEPLATFORM]At [WEBSITENAME] were doing _____________________________________________________________How does that work and how do you get your voucher? Its easyInstruction 1Instruction 2Instruction 3Could I ask you one favour? Can you give me a little feedback after youve tested it? What did you like, what didnt you like? How did you enjoy [FEATURE X]Your feedback would help us a lot to be even better on your next birthday. Cheers, Bjoern

What are new creative tricks?

You can leverage Emojis and special unicode characters to drive attention

Main benefit: Convey information 8

What are the most used EMOJIs?

Source: MailChimphttp://apps.timwhitlock.info/emoji/tables/unicode

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Use animated gifs in emails to increase CTR

A lot of email clients displayanimated GIFs by now

Other email clients defaultto the first frame

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Engage users in new ways with long images that load automatically on iPhones

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Engage users in new ways with long images that load automatically on iPhones

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How can you measure if all of your new creative tricks are working?

Do you think CTR is a good measure of your CRM Activity?

Not all email users have to be email clickers to convert

What if you could attribute all 14

What ingredients do you need?

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Then you can answer Questions, like

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How do you do it? Weve built a little tool for you

If you use MailChimp and Google Analytics, you can go to:http://www.finc3.de/google-email-url-builder This will allow you to generate the tracking images to include in your MailChimp campaigns that can be tied back to conversions in Google Analytics later.

Remember: You need userID tracking in Google Analytics enabled before.

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You can then see your openings directly in Google Analytics

Numbers will deviate, as Google Analytics will count every openingof the email as a unique event=> Unique events in Google Analytics are the number of sessionsthat contain a certain event, unfortunately not unique users producingthese.

The data can now be used to tie together with conversions in e.g.advanced segments

If you dont have a login (UserID), you can use CID values capturedin the email marketing platform (e.g. during subscribing a user)

Get a deep understanding of your Email data

Pull in your CRM data into a cloud based BI environment

PowerBI is Microsofts business intelligene offering. It is extremely aggressively priced with 0 USD/monthYou can use it to pull Analytics data out for MailChimp, Mandrill, Marketo and other CRM tools.The main advantage: You can use your email data in conjunction with other metrics from your organization (e.g. Google Analytics data).

(theres a 9 USD/mth premium version)

You can use the free Windows software POWER BI Desktop to generate completely custom reports

Or just go to www.powerbi.com and connect MailChimp online

This makes it a lot easier to get an understanding of longterm campaign trends

+ You can tie almostall campaign data toother business data sources (like your DWH,database, Google Analytics, whatever)

(Use Power BI Desktopto build the data model)

Send emails based on website or app behavior

Thats easy with behavioral email

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A lot of ways to send emails based on behavior Heres one:MailChimp Goal1) Implement a little Javascript on your website2) Trigger emails based on visited URLs=> Disadvantage: works cookie-based, so only on the same device and only for people that clicked a campaign within their cookie lifetime.=> Protip: You can use GOAL via the MailChimp API

These emails work great for features that arent used or are under-used

Example #1 (image): iOS users on the website, but user hasnt installed mobile app yet. Gets a download and feature explanation via email.Example #2 Software as a service company: Users look into a certain feature (URL called) but dont start to use it yet (conversion URL not called)

If you really need to go deep into segmentation you can use an analytics package to trigger emails (e.g. Mixpanel)

Send automated emails based on shopping behavior

Did you know that you can push purchase data into email-marketing platforms like MailCHimp?

You can trigger all kinds of emails based on data combinations

Post purchase lifecyclesAsk if customer is satisfiedIf so: Ask for positive rating on customer review siteSend emails with usage instructions (video content) etc. to shareTrigger second purchase with voucher if no 2nd purchase after 3 months Category newsBuilt automatically populated mails with new and populare purchase items (based on feed data) for buyers of a certain categoryRepurchase remindersIndividual flows for products that get used up (e.g. razorblades, perfume, etc)Send repurchase reminders based on estimated usage time

Purchase data driven EMAIL Templates can point out individual products or give discounts to granular segments

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THE cheap powerful CRM Channel (ALMOST) nobody uses yet

Do you know this message?

These are browser notifications theyre also called browser push notifications or desktop push notifications34

Users will in the future receive a bottom right push notification, if they accepted that anywhere they are surfing at that moment

If you dont want to implement it yourself, there are a number of low cost vendors

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So lets summarize

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Thank you and be in touchBjoern Sjutbjoern.sjut@finc3.de @followfinc3facebook.com/followfinc3