Power Tip of the Month – Marketing Campaign Management

Marketing Campaign Management is an important part of customer relationship management (CRM) that allows you to identify, target, acquire and retain customers. There are 3 key elements to managing an effective Marketing Campaign:

·  Segmentation - The process of identifying groups of customers around which to conduct marketing efforts by analyzing the existing customer base and/or purchasing lists.

·  Personalization - The generation and actual delivery, direct mail, email, etc., of targeted marketing campaigns by customizing the message and/ or content for individuals defined in your segmentation process.

·  Response Measurement - The ability to track a customer's response to the marketing message or offer delivered to that customer.

Campaign Management tools let you create marketing campaigns specifically targeted at each group in your contact database or to lists you purchase. You can define campaigns as a single event, like sending an e-mail. Or, you can define campaigns as a series of events—a direct mail piece followed by an e-mail and a phone call, for example.

Personalizing each of these pieces so that it addresses the leads by first name and last name, or other information is key.

To increase your response rate, you can offer promotions and track the effectiveness of each promotion via a promotion code. Promotion codes can be applied for limited-time pricing discounts, special referral offers, or simply to identify a particular marketing campaign. If you offer any discount pricing as part of the campaign, the promotion code ensures that customers will get the same price whether they purchase online, over the phone or via a sales rep.

Once the campaign is launched, leads can respond to the campaign by clicking a Web link, going to a web site, calling on the phone or contacting one of your selling partners. Since every lead will be uniquely identified by their promotion code, their purchases can be automatically linked to their individual customer record. The value of this tracking is that you then have a complete purchase history of your customers and their buying patterns which is essential when re-marketing to them.

The more you know about how the various segments of the buying public tend to behave, the better you can plan your marketing and merchandising efforts. Using your customer’s history you can then group customers based on the information you gathered, using criteria such as product purchased, date of purchase, warranty or contract expiration date or customer service history. This helps you cross-sell or up-sell other products to existing customers.

Two solutions that will help you improve the effectiveness of your marketing efforts by automating the best practices mentioned above are NetCRM and NetSuite from NetLedger Inc. Both these products contain complete marketing campaign management functionality to automate, track, and report on your marketing efforts. Customer segments can be created based on actual customer purchase activity, giving you a platform for true one-to-one marketing. NetCRM and Net Suite also provide complete e-mail campaign management, from target segment creation to e-mail creative development with promotion options to campaign execution and results analysis. Custom e-mail templates are provided, and e-mails can be personalized with customer names or products that interest them with data tag features. Once the campaign is over, campaign statistics show detailed success metrics including cost per acquisition and the return on your campaign investment.

NetCRM and Net Suite also give you the ability to create promotion codes and to run promotions to generate interest and drive sales. Complete statistics of promotional response is tracked at both the campaign level and the sales transactional level, allowing for comprehensive customer profiling of response and buying patterns. This also allows you to track campaigns that are not email campaigns created in the system. For instance, you can use Zairmail to run a variety of creative direct mail campaigns, assigning them a promotion code, so that you can track the new customers you’ve acquired through the Zairmail campaign, how many new sales it generated, the cost of that customer acquisition, and the campaigns complete return on investment!

If you are interested in finding out more about NetLedger’s marketing campaign management tools click here for more information, or click here for a FREE TRIAL of the product.

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www.netledger.com/internal/trial/testdrivelogin.nl?affiliateid=16766

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