CRM & Measurement PlansISM 6910 – Week 7

Week 7 Topics

• Email –> CRM -> CXM

• Measurement Plans & Examples

Email, CRM, and CXM

Email trackingAt a minimum most email vendors should be able to set up tracking to record:

• Delivery & Delivery Rate• Open & Open Rate• Email clicks• Unsubscribes

Outside of tracking they should also depending on $$:

• Help manage email list• Manage unsubscribes• Help with the actual email development• Help manage email tests and QA• Set up tracking and provide reporting

Delivery RatesDelivery & Delivery Rate – Number of emails that were successfully delivered to their email recipients. This helps email marketers track how “clean” their lists are.

Note: Anything below a 90% delivery rate means you should probably take a look at your list.

Open RatesOpens & Open Rate - Number of emails that were opened by an email recipient. This number is also typically used to measure the reach of a campaign. Can also indicate or test the effectiveness of a email’s subject line.

Case Study: For each campaign the Office team would send out several test emails to a small sample of the email list to see which subject line drew the most opens. The winning subject line would then be used for the fill list of customers.

Note!!!! The email recipient has to download the images to fire the email, i.e. track that the email was opened.

Email Click Metrics

Clicks – Number of link or button clicks made within an email

Click Through Rate (CTR) = Clicks / Emails Delivered – Used to track how effective an email campaign has been in driving conversions off of the email list.

Click to Open Rate = Clicks / Open – Used to measure and optimize how effective the content within an email is.

Unsubscribe RatesUnsubscribe Rate – Number of email recipients who clicked on the unsubscribed link and asked to be unsubscribed from the email list. Too many unsubscribes is a big red flag! Most people just ignore emails, unsubscribing is a very intentional act.

Email end actions

Note: most email vendors stop tracking after the click through, but a user’s data can be passed to other tracking systems through redirect links or web analytics campaign IDs

Email Best Practice #1

Don’t over do it with lots of CTAs (Calls To Action)! This email is an OK example of doing it right. There is really only one link in the email recipient can click on, and that takes them to the CLE. One downside to this email might be the email has all the info you need so why bother to click through?

Email Best Practice #2Test before you send! This goes for checking for copy errors, link issues, and test for different email platforms. A lot can also be learned by test multiple subject lines on a small random sample before sending the full list.

Email Best Practice #3Don’t forget about the Pre-Header. Most email programs pick up the first sentence or so of an email and place it below the email subject line. Adding some additional info to the top of the email can go a long way in improving open rates.

Email Best Practice #4Don’t forget about site side tracking! Once an email recipient clicks through on a link, tracking ends on the email vendor side/tool. You’ll need to use redirects or campaign IDs to connect your email campaigns to your site analytics. If you don’t, email visits will be reported as direct traffic.

History of CXM

Started out as database marketing for direct mail…

(aka Junk mail)

Became database marketing for e- mail…

(aka SPAM)

History of CXM (cont.)…

Database marketing expanded to other channels becoming CRM…

CRM is now becoming CXM, where brands and companies interact with you on a one-to-one basis…

Website and email content along with sales promotions, and even customer care scripts are now tailored to a specific customer or customer profile.

CRM

Direct mail

E-mail Purchase history

Customer care

CXM OptimizationA lifecycle strategy approach focuses on individualizing experiences based on a user’s current needs based on where they are in the customer lifecycle.

Blending personalized content across email, social, and site side experiences creates a seamless, compelling, and satisfying experiences that compliments each developer’s specific needs.

CRM is a key and integral component of the overall targeting and optimization strategy already mentioned in pervious slides.

CXM case studyMicrosoft Office 365Razorfish worked with the Office CXM team to develop a customized, behavior-based framework with over 550 email versions. The emails and their content are dynamically served based on a variety of behaviors, attributes and languages.

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CXM case study

MGM Resorts: Personalization & Efficiency

Razorfish worked across business units to create and implement a scalable digital RM strategy and framework to serve the needs of all 17+ MGM properties. Collaborated with IT, marketing, and technology partners to evolve platforms, data, and teams to sustain the RM strategy and drive continuous improvement.

Feedback ModelTargeted content across all channels creates a truly personalized experience. The feedback model allows content to be continually optimized across each channel.

CXM Platform Example

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Measurement Plans

Focus on the critical fewIts all about a handful of KPIs, don’t get overwhelmed by tracking and interpreting every possible metric.

• Example – share of search, what can you do to improve that metric? We’ll talk more about this one next week.

Macro and Micro ConversionsAnother great method taken from the book on how to decide what the critical few should be

$Support Research Careers

Traffic to Website

Traffic to Website

Conversion

Macro ConversionMicro Conversion

Micro Conversi

onMicro Conversion

Steps to purchaseAnother great approach is optimize the funnel, i.e. the different steps a customer typically takes before making a final purchase/conversion.

One more approachAnother great approach is focus on the customer’s lifecycle. Customers will have different needs and will use your site differently based on where they are in the customer lifecycle. This approach is great for service type products and sites.

Measurement Planning

Tagging & Integration

Test Planning

Integrated Reporting Optimization

Engagement

Advocac

y

Value

Loyalty

• Develop KPIs and Metrics

• Provides framework for tagging, reporting, testing, and optimization

• Based on measurement plan, collects the data necessary for reporting, testing, and analysis.

• Benchmarks metrics and KPIs from measurement plan against business objectives.

• Create and implement test plans against hypothesis, that will improve site performance against set business objectives.

• The ongoing process of refining content and design based on reporting and test results.

A measurement plan becomes the framework used to develop meaningful and actionable reporting used to refine and optimize your user’s digital experiences.

Purpose of a measurement plan

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Client Engagement (Site Dev.)

RFP

Pitch

Discovery

UX Wireframes

Content Matrix

Client

Agency Team

UX TeamCopy Writers

Site Dev

Creative Brief

Dev Team

M. Plan

Tag Imp.

StrategyWeb Analytics Reporting

Measurement Plan Examples…

Measurement Plan AssignmentMeasurement Plan & Presentation – (Grade 60%)For the final assignment each team will pick a company and develop a measurement plan which they will then present to the class. The measurement plan should touch on all of the major subjects covered in the class and will serve as a final document that could be used as a blue print for your chosen company on how to implement your team’s strategic recommendations.  The measurement plan should cover:An overview of the company’s online strategyA specific strategy plan covering:

Site Side strategyPaid campaign strategySocial strategySearch strategyMeasurement tool recommendationsTesting and optimization strategy (including tools if any)Timeline and implementation planTagging strategy

 The written measurement plan will be accompanied by a PowerPoint presentation, and each team will be given 1 hour to present their project.