1 MyMortgageHost MyMortgageHost CRM/Databasing Call October 4, 2007 CRM/Databasing Call October 4, 2007 “ “ HOLIDAY CRM TIPS & STRATEGIES” HOLIDAY CRM TIPS & STRATEGIES” Presented by Eric Risley, Wayne Hohler: Aclient Software Systems Presented by Eric Risley, Wayne Hohler: Aclient Software Systems
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1 MyMortgageHostMyMortgageHost CRM/Databasing Call October 4, 2007 “HOLIDAY CRM TIPS & STRATEGIES” Presented by Eric Risley, Wayne Hohler: Aclient Software.
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MyMortgageHostMyMortgageHost
CRM/Databasing Call October 4, 2007CRM/Databasing Call October 4, 2007
Review your Review your Late November – December Late November – December Marketing Strategies NOW…Marketing Strategies NOW…
NOT when the holiday season STARTS NOT when the holiday season STARTS ((Official startOfficial start – Black Friday, the day after – Black Friday, the day after Thanksgiving. Thanksgiving. RealityReality - Holiday marketing starts Oct 31 - Holiday marketing starts Oct 31 or sooner)or sooner)
Time to be on Top of your Marketing Time to be on Top of your Marketing Game.Game.
Whether you do holiday marketing or not, Whether you do holiday marketing or not, you WILL be affected by it. In 2006 it is you WILL be affected by it. In 2006 it is estimated that holiday-season estimated that holiday-season marketing emailing increased 47%.marketing emailing increased 47%.
Time to be on Top of your Marketing Game.Time to be on Top of your Marketing Game.
From a 2006 post-holiday survey: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 …”
Time to be on Top of your Marketing Time to be on Top of your Marketing Game.Game.
REMEMBER: REMEMBER:
Email recipients have a higher frustration level Email recipients have a higher frustration level with email and file more spam complaints with email and file more spam complaints over the holiday-season.over the holiday-season.
Time to be on Top of your Marketing Game.Time to be on Top of your Marketing Game.
REMEMBER: REMEMBER: What is most important to What is most important to the consumer in the decision to open, the consumer in the decision to open, delete, or complain about an email.delete, or complain about an email.
Lets take a look at those factors…Lets take a look at those factors…
Time to be on Top of your Marketing Game.Time to be on Top of your Marketing Game.
Factors critical to the decision to open or Factors critical to the decision to open or discard an email: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%)
Time to be on Top of your Marketing Game.Time to be on Top of your Marketing Game.
Factors critical to the decision to open or Factors critical to the decision to open or discard an email: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
Time to be on Top of your Marketing Time to be on Top of your Marketing Game.Game.
How consumers dealt with the increase of How consumers dealt with the increase of emails over the holiday season (2005):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
Time to be on Top of your Marketing Time to be on Top of your Marketing Game.Game.
How consumers dealt with the increase of How consumers dealt with the increase of emails over the holiday season (2005):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
Do’s and Don’ts for getting your Do’s and Don’ts for getting your message through:message through:
DON’TDON’T INCREASE FREQUENCY OF MAILINGS 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!No! I It may make them think you are a spammer though…
Do’s and Don’ts for getting your Do’s and Don’ts for getting your message through:message through:DON’TDON’T WAIT 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.
Do’s and Don’ts for getting your Do’s and Don’ts for getting your message through:message through:• DODO ADHERE TO ADHERE TO YOUR REGULAR YOUR REGULAR SCHEDULE AND SCHEDULE AND POLICIES (continued)POLICIES (continued)
Make “year-end” materials part of your regular client retention campaigns, with compelling offers or useful information.
Do’s and Don’ts for getting your Do’s and Don’ts for getting your message through:message through:DON’TDON’T USE SPAM-LIKE USE SPAM-LIKE
TACTICS IN THE FROM LINE, TACTICS IN THE FROM LINE, SUBJECT OR EMAIL CONTENTSUBJECT 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.
Do’s and Don’ts for getting your Do’s and Don’ts for getting your message through:message through:• DODO MAKE THE MAKE THE MESSAGE PERSONALMESSAGE PERSONAL
Research shows people read email more often when it is personalized or addresses specifically to them in the email content.
Do’s and Don’ts for getting your Do’s and Don’ts for getting your message through:message through:• DODO SIMULTANEOUS MULTIPLE SIMULTANEOUS MULTIPLE METHOD MARKETINGMETHOD MARKETING
Consider using a postal mailing with your branding prior to an email campaign and newsletter distribution. Consistent Branding is key!
Do’s and Don’ts for getting your Do’s and Don’ts for getting your message through:message through:• DODO SEND A PROMOTION-FREE SEND A PROMOTION-FREE HOLIDAY EMAIL COMMUNICATIONHOLIDAY 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.
Feel Free To Ask Questions!Feel Free To Ask Questions! Highly technical or specific questions you may Highly technical or specific questions you may
have after this presentation or prefer to ask have after this presentation or prefer to ask outside this forum, please contact us at:outside this forum, please contact us at:
Eric Risley / Wayne HohlerEric Risley / Wayne Hohler