Transcript HOLIDAY CRM TIPS & STRATEGIES

MyMortgageHost
CRM/Databasing Call October 4, 2007
“HOLIDAY CRM TIPS & STRATEGIES”
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Presented by Eric Risley, Wayne Hohler: Aclient Software Systems
HOLIDAY CRM TIPS & STRATEGIES
IT’S OCTOBER:
Calendar Year End is Right Around
the Corner and Here Come
The Holidays!
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HOLIDAY CRM TIPS & STRATEGIES
IT’S OCTOBER:
Review your
Late November – December
Marketing Strategies NOW…
NOT when the holiday season STARTS
(Official start – Black Friday, the day after
Thanksgiving.
Reality - Holiday marketing starts Oct 31 or
sooner)
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HOLIDAY CRM TIPS & STRATEGIES
Time to be on Top of your Marketing Game.
Your clients and subscribers to your email
campaigns are about to be
bombarded with emails from
marketers and competitors.
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HOLIDAY CRM TIPS & STRATEGIES
Time to be on Top of your Marketing Game.
Whether you do holiday marketing or not, you
WILL be affected by it. In 2006 it is
estimated that holiday-season marketing
emailing increased 47%.
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HOLIDAY CRM TIPS & STRATEGIES
Time to be on Top of your Marketing Game.
From a 2006 post-holiday survey:
“Consumers still love email, but overall it didn’t provide great value this
holiday season. Respondents complain that they get more junk and
spam than ever, that they get more email from PERMISSION MARKETERS
(emphasis mine) and that the volume of email they have to plow
through to get to what they want to read is reaching unmanageable
proportions.
This year [2006] 15% more consumers than last year say they either
ignored the additional emails or – worse! – took actions negative to the
[sender] … like unsubscribing or complaining …”
- ReturnPath
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HOLIDAY CRM TIPS & STRATEGIES
Time to be on Top of your Marketing Game.
So, how do we get our
recipients to open and
read OUR mailings?
The answer is really dependent on:
1. How well you have marketed to your marketing list
throughout the year.
2. How well you understand the additional obstacles to a
successful holiday email campaign
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HOLIDAY CRM TIPS & STRATEGIES
Time to be on Top of your Marketing Game.
REMEMBER:
Email recipients have a higher frustration level with
email and file more spam complaints over the
holiday-season.
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HOLIDAY CRM TIPS & STRATEGIES
Time to be on Top of your Marketing Game.
REMEMBER: What is most important to the
consumer in the decision to open, delete,
or complain about an email.
Lets take a look at those factors…
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HOLIDAY CRM TIPS & STRATEGIES
Time to be on Top of your Marketing Game.
Factors critical to the decision to open or
discard an email:





Know and trust the sender (60.6%)
Previously opened and thought valuable (47.7%)
Subject Line (42.9%)
Only open the emails I normally read (32.7%)
Discount (25%)
ReturnPath Survey 2005
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HOLIDAY CRM TIPS & STRATEGIES
Time to be on Top of your Marketing Game.
Factors critical to the decision to open or
discard an email:
 Preview window caught my attention (22.3%)
 Company doesn’t send me much email (11.3%)
 Looked like something I have received by postal
mail (10%)
ReturnPath Survey 2005
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HOLIDAY CRM TIPS & STRATEGIES
Time to be on Top of your Marketing Game.
How consumers dealt with the increase of
emails over the holiday season (2005):
 I just deleted the additional emails
(68% - up 7.9% from 2004)
 I reported the sender as a spammer
(33.6% - up 10.2% from 2004)
 I unsubscribed from the excess emails
(30.5% - up 3.4% from 2004)
ReturnPath Survey 2005
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HOLIDAY CRM TIPS & STRATEGIES
Time to be on Top of your Marketing Game.
How consumers dealt with the increase of
emails over the holiday season (2005):
 There was no impact
(19.3% - down 9% from 2004)
 I spent more time with email overall
(9.9% - up 1.1% from 2004)
 I spent less time with each email
(9.1% - up 1.4% from 2004)
ReturnPath Survey 2005
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HOLIDAY CRM TIPS & STRATEGIES
Time to be on Top of your Marketing Game.
LET’S TAKE A LOOK AT SOME
DO’S AND DON’TS
TO GET YOUR EMAIL
CAMPAIGNS OPENED AND READ!
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HOLIDAY CRM TIPS & STRATEGIES
Do’s and Don’ts for getting your message
through:
DON’T INCREASE FREQUENCY OF MAILINGS
Since your customers are getting so
much more email in November and
December, will additional emails from
you help ensure at least some will get
through?
No! It may make them think you
are a spammer though…
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HOLIDAY CRM TIPS & STRATEGIES
Do’s and Don’ts for getting your message
through: DO KEEP YOUR MESSAGE SHORT
Just about everyone is in a rush
during the holiday season.
Your email copy needs to be
concise and easy to read, or it
will go unread and deleted.
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HOLIDAY CRM TIPS & STRATEGIES
Do’s and Don’ts for getting your message
through: DON’T WAIT
The eight biggest email volume
days of 2006 occurred in the
weeks before Christmas, starting
on Cyber Monday (the first Monday
after Thanksgiving) and
subsequent “Echo Mondays”
leading up to Christmas.
Get your message out early,
BEFORE the onslaught!
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HOLIDAY CRM TIPS & STRATEGIES
Do’s and Don’ts for getting your message
through:
DO ADHERE TO YOUR REGULAR SCHEDULE
AND POLICIES
Customers have redefined their
definition of spam as “any email I
don’t want”.
Don’t alter your message form,
message purpose, subject lines, or
branding!
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HOLIDAY CRM TIPS & STRATEGIES
Do’s and Don’ts for getting your message
through:
• DO ADHERE TO YOUR
REGULAR SCHEDULE AND
POLICIES (continued)
Make “year-end” materials part
of your regular client retention
campaigns, with compelling
offers or useful information.
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HOLIDAY CRM TIPS & STRATEGIES
Do’s and Don’ts for getting your message
through:
DO REMEMBER THE BASICS
•Make sure your From: line identifies
you or your “brand”.
•Make sure the Subject Line is
Interesting
•Use Unsubscribes and OPT-IN
reminders
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HOLIDAY CRM TIPS & STRATEGIES
Do’s and Don’ts for getting your message
DON’T USE SPAM-LIKE TACTICS IN
through:
THE FROM LINE, SUBJECT OR EMAIL
CONTENT
• DO NOT USE ALL CAPS!!!
• Do not use excessive punctuation!!!!!!!!
• Do not use excessive “click here” links,
$$$$ signs, or other symbols.
• NO misleading Subject lines (CANN-SPAM)
• Avoid words like “free”, “guarantee”, and
unfortunately “mortgage” to keep from
being filtered.
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HOLIDAY CRM TIPS & STRATEGIES
Do’s and Don’ts for getting your message
through:
YOU
THEM
• DO MAKE THE
MESSAGE PERSONAL
Research shows people read
email more often when it is
personalized or addresses
specifically to them in the email
content.
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HOLIDAY CRM TIPS & STRATEGIES
Do’s and Don’ts for getting your message
through:
• DO SIMULTANEOUS MULTIPLE METHOD
MARKETING
Consider using a postal mailing
with your branding prior to an
email campaign and newsletter
distribution. Consistent
Branding is key!
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HOLIDAY CRM TIPS & STRATEGIES
Do’s and Don’ts for getting your message
through:
• DO SEND A PROMOTION-FREE HOLIDAY
PERSONALIZE
EMAIL COMMUNICATION
Your prospects and customers
will appreciate getting a “no
sales pitch” email from you,
especially if you are also taking
the time to say “Thank You” in
your communication.
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Questions?
 Feel Free To Ask Questions!
 Highly technical or specific questions you may have
after this presentation or prefer to ask outside this
forum, please contact us at:
Eric Risley / Wayne Hohler
[email protected]
Tel: (800)244-1777
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MyMortgageHost ~ Managing details. Delivering results.
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Managing details. Delivering results.
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