Page 12 - index
P. 12
BEST PRACTICES & STRATEGIES
Guarantors of successful
marketing automation
3. Manage type and frequency of marketing impuls-
es properly
Conduct a revision to determine which of the many
possible campaign operations generated a positive
contribution: Once set up, dozens of campaigns can
easily run fully automated at the same time. However,
make sure to limit your communications temporally and
across channels in order not to deter customers with
numerous impulses. Instead, determine a capping,
such as for example "no more than one email per
week", and limit the number of mailings to one person
Lead nurturing, lead scoring, dynamic segmentation and per household. Besides that, consider event triggers -
triggered communications are much more than pure an- such as rule-based "customer has clicked"; time-based
alytics worth taking a look at to identify the success fac- "client did not respond within 48 hours" or response-
tors and potential pitfalls of marketing automation: based "customer bought". Only then, testing of the con-
trol groups makes marketing automation practicable.
1. Consolidate for an all-around inspection of the
customers 4. Lead Nurturing
As a basis for marketing automation, companies should Actually, only a fraction of the potential buyers is pre-
merge internal and external customer information and pared to purchase; the rest is in the research phase,
transaction data from different sources into a data ware- usually feeling bothered by too frequent communication
house or data mart (CRM, ERP, web shop, email ser- and offers, so you risk that they back out completely if
vice provider, excel spreadsheets, purchasing power you are too pushy. Hence, lead nurturing comes into
data, etc.). Start with the two or three most important play, helping to keep the parties interested. The focus
data pots and integrate other sources gradually thereaf- is on customer loyalty, sending relevant information to
ter. Provide clean and current data in order to be able to the customer, at appropriate frequencies via the pre-
select granularly - for example, master file data is as- ferred channel. The right contact strategy, along the
signed to each transaction data set and vice versa, and customer journey to the point of purchase, can be de-
duplicates are matched and adjusted by algorithms. In rived from open- and click rates among many other op-
addition, marketers have to get a general idea of data tions. Simply keep in mind not to overwhelm those that
records with permission-based email addresses. read just infrequently due to loads of emails, as it an-
noys them and you risk unsubscribes. In reverse,
2. Get granular on business data and customer be- thanks to optimal timing and channels, responses of
havior automated campaigns are attractive and lucrative.
Call it Big Data or not, fact is that with just 10,000 cus- 5. Learn from past campaigns
tomer master data sets, the number of transaction rec-
ords can quickly skyrocket into the millions. Obviously, Via interfaces, for instance to email service providers,
the music plays precisely here. Put your attention on the personalized emails can be sent automatically and their
transaction data and derive from the customer behavior opening-, click-, and bounce rates can be integrated
rules – such as e.g. the optimal email frequency of the and analyzed almost in real-time. Feedback integration
newsletter for each customer. Selections, visualizations applies to affiliated CRM systems, call centers, and
and statistical tools for scoring and customer profiling mailing responses which have just been captured. The
help of course, too. However, please keep in mind to associated transaction data is mainly flowing back into
start with marketing automation only after you have cre- the process through a source system such as a CRM
ated the analytical basis for it. Only good preparations database. And last but not least, try to promptly trace
guarantee effective targeting for successful campaign back the responses and evaluate the results. ◊
management - especially when it is controlled automati-
cally. By Daniela La Marca
12 Asian eMarketing June 2015 - Marketing Automation
12
Guarantors of successful
marketing automation
3. Manage type and frequency of marketing impuls-
es properly
Conduct a revision to determine which of the many
possible campaign operations generated a positive
contribution: Once set up, dozens of campaigns can
easily run fully automated at the same time. However,
make sure to limit your communications temporally and
across channels in order not to deter customers with
numerous impulses. Instead, determine a capping,
such as for example "no more than one email per
week", and limit the number of mailings to one person
Lead nurturing, lead scoring, dynamic segmentation and per household. Besides that, consider event triggers -
triggered communications are much more than pure an- such as rule-based "customer has clicked"; time-based
alytics worth taking a look at to identify the success fac- "client did not respond within 48 hours" or response-
tors and potential pitfalls of marketing automation: based "customer bought". Only then, testing of the con-
trol groups makes marketing automation practicable.
1. Consolidate for an all-around inspection of the
customers 4. Lead Nurturing
As a basis for marketing automation, companies should Actually, only a fraction of the potential buyers is pre-
merge internal and external customer information and pared to purchase; the rest is in the research phase,
transaction data from different sources into a data ware- usually feeling bothered by too frequent communication
house or data mart (CRM, ERP, web shop, email ser- and offers, so you risk that they back out completely if
vice provider, excel spreadsheets, purchasing power you are too pushy. Hence, lead nurturing comes into
data, etc.). Start with the two or three most important play, helping to keep the parties interested. The focus
data pots and integrate other sources gradually thereaf- is on customer loyalty, sending relevant information to
ter. Provide clean and current data in order to be able to the customer, at appropriate frequencies via the pre-
select granularly - for example, master file data is as- ferred channel. The right contact strategy, along the
signed to each transaction data set and vice versa, and customer journey to the point of purchase, can be de-
duplicates are matched and adjusted by algorithms. In rived from open- and click rates among many other op-
addition, marketers have to get a general idea of data tions. Simply keep in mind not to overwhelm those that
records with permission-based email addresses. read just infrequently due to loads of emails, as it an-
noys them and you risk unsubscribes. In reverse,
2. Get granular on business data and customer be- thanks to optimal timing and channels, responses of
havior automated campaigns are attractive and lucrative.
Call it Big Data or not, fact is that with just 10,000 cus- 5. Learn from past campaigns
tomer master data sets, the number of transaction rec-
ords can quickly skyrocket into the millions. Obviously, Via interfaces, for instance to email service providers,
the music plays precisely here. Put your attention on the personalized emails can be sent automatically and their
transaction data and derive from the customer behavior opening-, click-, and bounce rates can be integrated
rules – such as e.g. the optimal email frequency of the and analyzed almost in real-time. Feedback integration
newsletter for each customer. Selections, visualizations applies to affiliated CRM systems, call centers, and
and statistical tools for scoring and customer profiling mailing responses which have just been captured. The
help of course, too. However, please keep in mind to associated transaction data is mainly flowing back into
start with marketing automation only after you have cre- the process through a source system such as a CRM
ated the analytical basis for it. Only good preparations database. And last but not least, try to promptly trace
guarantee effective targeting for successful campaign back the responses and evaluate the results. ◊
management - especially when it is controlled automati-
cally. By Daniela La Marca
12 Asian eMarketing June 2015 - Marketing Automation
12
