An equally important part of the analysis phase of email marketing is to undertake a review of the campaign performance. This is from an organisational and delivery perspective, metrics don't really play a part in this process.
With this in mind, it…
Further to the previous post introducing email marketing metrics, this week we are going to take a look at the principles surrounding the top 3 - clickthrough, open and deliverability.
Clickthrough Rate:
The most tracked email metric is click-through…
At this point in the email marketing programme cycle, you will hopefully have sent your first campaign! You may or may not have chosen to implement automation as part of this process; regardless it is vital now that you have built in some time to do the…
In the final part of this section on maximising automation potential, we will focus on driving users to generate content, exploiting cross-sell opportunities in transactional mail and targeting customers who don't complete purchases online.
Drive user…
Hi there,
In a previous post we took a brief look at implementing a welcome programme as part of your automated campaign. We also highlighted the importance of understanding your customer sales lifecycle. At this point you will be in a position to start…
A welcome programme is an automated set of activities that are designed to guide a prospect through the initial phases of interaction with your organisation. Remember, at this point the individual has agreed to sign up for more information and has therefore…
In a previous post we took a look at a hypothetical customer lifecycle and mapped 4 stages that the customer (generally speaking) could move through. Unfortunately for email marketers however, the customer journey is rarely quite as linear as that!
…
"Q: What is the most important objective for email marketing in the coming year and why?
A: Timing emails with content that is relevant to where the prospect/lead is in the sales cycle."*
Every business has a different customer and sales lifecycle…
Implementing automated marketing into your campaign is a decision that has to be carefully considered. The benefits in terms of increased ROI are tangible and real (if done correctly), however there are considerable challenges. These include aligning…
We are going to continue where we left off just before Christmas discussing Email Marketing List Growth and Management - List Growth .
In this blog we will cover
Making your sign-up process easy to find in the website
Incentivising the prospect…
Looking back on a piece I wrote twelve months ago, I thought it time to re-visit our friends in the maritimes of Canada, Atlantic Data Systems (ADS). Since then, Calvin O'Driscoll and his team have been awarded Diamond Partner status . For ADS, not only…
Running a successful construction company requires understanding the importance of relationships and how those interactions drive new business. In fact, for most contractors, the largest source of revenue comes from repeat business and referrals. With…
In the first of this three-part series, we examine how high-quality leads can potentially boost your sales.
The good news about leads
The formula for finding new customers used to be simple. To boost sales, you made more calls, sent more emails and…
Moving on from our previous post , let's talk about lifestyle modelling.
There are a number of ways in which you can use the data that you hold on your customers to build up a more accurate picture of the type of lifestyle and habits they are likely…
Moving on from our last post on basic profiling, let's look at increasing the sophistication.
A powerful way of segmenting your database is to look at 'click behaviour' as well as browsing or purchase history.In comparison to profile based segmentation…
The previous post looked at sources of data - now we move on to segmentation approaches, specifically the three different forms of segmentation ( profile, behaviour and lifestyle ).
Profile based segmentation tends to be the simplest & most commonly…
The previous post looked at brand alignment and important consideration on your tactical activities. Let's move on to analysis of your email marketing strategy.
An important part of forming your strategy will be to conduct a SWOT analysis. If you are…
The previous post talked about thinking & setting key performance indicators (KPIs) - this time, I am talking about aligning your program with your brand.
"Nearly a third of survey respondents (32%) said they have stopped doing business with at least…
This post speaks to the idea of assessing KPIs (Key Performance Indicators) in the context of an email marketing programme.
Any KPI / metric employed should be business focused , not operationally driven. However operational metrics will help refine…
Building on my previous blog entry, let's take a look at what the steps in your email marketing programme mean in a little more detail.
Strategy
A consistent & long-term strategy is essential for successful email marketing. After all, if there is…
Sage CRM has the feature of being able to deploy the new Outlook Plug-in for Exchange Integration as a Microsoft Active Directory Group Policy Object (GPO) which is a very useful feature if you are rolling out to large sites. However, dig a little deeper…
Since I last wrote, the idea of creativity in business has been swirling around in my mind.
The current economic conditions are driving our customers to think more about WHAT they sell - what are the top products, what else could we sell to existing…
Here in the UK, the global downturn has brought the challenges of business failure into the everyday media. Nowhere has this downturn been more apparent than among small and mid-sized businesses (SMBs) - Sage UK's traditional heartland. Smaller businesses…
Sagacious ones,
Looking for some ERP/CRM integration advice at a site running Sage CRM 2017/ Sage 300 ERP 2017. Integration functionality like promote to customer, promote to vendor, customer statistics, O/E Inquiry is working fine but it looks like…
Can we change order for screen panels on Lead so that on Lead Summary tab it shows Lead Company Details Panel first and then others ?
I tried changing the order form
Administration -> Customisation -> Lead > LeadEntryBlock but no good
thanks