email marketing with sap crm

PROPRIETARY AND CONFIDENTIAL

Email Marketing with SAP CRM:Achieving Relevance, Deliverability and Scale

May 12, 2010

#SAPemail

Proprietary and Confidential | 2

Agenda

• Introduction• Cross Channel Campaign Management Trends

- Suresh Vittal, Forrester Research• The Power of CRM + Email: StrongMail & SAPCRM• Recent Innovations• How to Achieve:

• Scale• Relevance• Integration• Delivery

#SAPemail

Who is StrongMail?

• Leading provider of online marketing solutions for email and social media.

• We enable our clients to boost the effectiveness of their marketing campaigns, while saving a significant amount of money.

• Our products and services provide an end-to-end solution for some of the world’s biggest brands.

Over 500 Customers

Cross-Channel Campaign Management TrendsSuresh VittalPrincipal AnalystForrester Research

May 12, 2010

#SAPemail

5Entire contents © 2010 Forrester Research, Inc. All rights reserved.

Cross-channel campaign management (CCCM) is evolving but

still poses several challenges for vendors

and marketers.

#SAPemail


Agenda

• How are CCCM solutions being used today?

• What do marketers want from a CCCM vendor?

• Where is CCCM headed?

#SAPemail


CCCM solutions integrate inbound and outbound marketing programs

Source: April 2009 “Campaign Management Needs A Reboot”

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They serve varying database sizes and messaging volumes #SAPemail


Marketers continue to struggle with cross-channel programs• The economy is still down

– Continued focus on retention over acquisition

– Retention is hard to define

• Traditional channels continue to dominate

– Marketers still aren’t sure how to best utilize the social space

• Streamlining multiple programs across channels still a challenge

– Even with a solution in place, it’s difficult to manage differing data sets from traditional and emerging channels

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Agenda




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Marketers are looking for a long-term partnership… #SAPemail


…but they are staying put because of cost #SAPemail


Integration and cost are top concerns in vendor selection… #SAPemail


Expectations often outpace capabilities

• Marketers want their CCCM tools to do everything…

• But few are advanced enough to utilize all of the features (i.e., social)

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Email still dominates delivery, with social media trailing behind #SAPemail


And few integrate with social media#SAPemail


Agenda




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Marketers are generally happy…

• No outright source of dissatisfaction

• Most satisfied with:

– Application security

– Scalability

– Reliability

– Ability to support customer selection and segmentation

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…But are not “totally” satisfied

• Want better integration and contact optimization

• Multi-channel coordination is still a major concern

– Fueled by both marketer and vendor shortcomings

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Coordination across channels and measurement puzzle marketers most #SAPemail


Eight principles for CCCM solutions

• Support an institutional memory of the customer

• Enable dialogues not just programs

• Bridge the online and offline gaps

• Unify inbound and outbound channels

• Move optimization to the forefront

• Include social insights

• Provide functionality at marketers' desktops

• Incorporate planning and resource management capabilities

#SAPemail


Marketers need to improve too

• Incorporate the social channels

– Channel complexities make it difficult to operate on a program level

• Focus on marketing accountability

– CCCM can exacerbate the measurement problem

• Establish an enterprise-wide cross-channel communication strategy

– Identify business processes, technologies and organizational models

#SAPemail

The Power of CRM + Email: StrongMail & SAP CRM

Ryan Deutsch, VP of Emerging MediaStrongMail

Sunil Dixit, Sr. Director, Product CRM MarketingSAP

#SAPemail

The 4 Cornerstones of the CRM Marketing Product Strategy

In-memory segmentation using SAP TREX

Abode Flex UI, AJAX SAP Business Objects Solutions

3. DISRUPTIVE TECHNOLOGY

Best of Breed Solution Partners Extend SAP reach Customer driven development

2. CO-INNOVATE Enterprise Marketing Platform Manage all customer channels Integrated to Back Office

1. FOCUS ON THE CORE

4. DEEP INDUSTRY EXPERTISE Trade Promotions Management - Consumer

Goods Loyalty Management - Retail and Travel Real Time Offer Management –Telco Marketing Development Funds - High Tech

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SAP Changes Segmentation using In-Memory Technology

© SAP 2010 / 25

Highly Intuitive Visual Interface In-memory Analytics

Canned Reports

Query Cache

Summary Tables

Database

SAP In-Memory Segmentation

Per

form

ance

Data Re-usability

Provides the Ability for Marketer to Find the Needles In the Haystack !

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SAP Delivers Integrated, Loyalty Management in CRM 7.0

© SAP 2010 / 26

Reward and retain your high-value customers

Plan, manage, and execute customer loyalty programs across the enterprise

Increase customer satisfaction and develop deeper customer intimacy

Identify customers based on value and encourage profitable customer behaviors

Integrated enterprise Loyalty Program enables Customer Experience ManagementIntegrated enterprise Loyalty Program enables Customer Experience Management

Membership HandlingMembership Handling

Program ManagementProgram Management

Pro

cessing

E

ng

ine

Pro

cessing

E

ng

ine

Rew

ard R

ule

Man

agem

ent

Rew

ard R

ule

Man

agem

ent

MemberActivitiesMemberActivities

Points/BonusDetermination by Rule EnginePoints/BonusDetermination by Rule Engine

PointAccrualsPointAccruals

Point AccountPoint AccountPointRedemptionPointRedemption

PointExpirationPointExpiration

Program Management

Membership Handling

Pro

cess

ing

En

gin

e

Rew

ard

Ru

le M

anag

emen

t

Loyalty

FinancialsFinancials

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What Does It Take To Build a Successful Loyalty Management Program?

DecideDecide

UnderstandUnderstand

PlanPlan

Do itDo it

External Data Business Warehouse

Customer Segment Analysis

Marketing Planning

Loyalty Management

Customer Interaction Channels

Profitable & Loyal customers

Phone, Sales Agents, Web, Email, Direct, Fax, Mobile, Social Networking

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What are marketers looking for in a campaign management system?

What are marketers looking for in a campaign management system?

#SAPemail

Ease of integration with other data sources and systems.SAP’s StrongMail integration provides marketers with:

1. Significant Scale

2. Message Relevance

3. Assured Delivery

The #1 Answer

#SAPemail

Achieving Scale: Burst Technology

• Message Assembly» StrongMail Burst

Technology

• Message Delivery» Intelligent Queue

Management (IQMP)

• Cost Efficiency» No CPM Fee Model

#SAPemail


Scale: Integrate Directly with SAP CRM & Applications

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Saved $3.5 Million over 3 years by

moving from Epsilon to StrongMail

The Lowest Total Cost of Ownership of Any Tier 1 Solution

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“74% of unsubscribes from email programs are due to irrelevant content.”

- Forrester Research, 2008

“22% of US Internet users decided to stop purchasing from a company because of too many or irrelevant emails.” - CMO Council, 2010

“41% of US Internet users threatened to stop buying from companies that send them irrelevant messages.” - CMO Council, 2010

The Importance of Relevance

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Delivering Relevant Content is Highly Effective

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Relevancy is Still Underutilized

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SAP CRM + StrongMail = Easier Campaign Execution

Enterprise Messaging Made Easy:

• Minimized data transfer time

• Single source of program data for campaign analysis and further segmentation

• Full featured dynamic content

• Response tracking

• Email send, delivery and bouncemanagement

#SAPemail

Email Delivery Can Be a Headache

#SAPemail


StrongMail Streamlines Email Delivery

#SAPemail


StrongMail Offers Complete Visibility into Failures

#SAPemail

Campaign Management Solutions to Reach Millions of Customers with Lowest TCO

-Highly scalable-Integrated-Innovative

Together, We Deliver…

SAP Provides:

-Comprehensive Campaign Management-Integrated Loyalty Management -Innovative & Intuitive Segmentation

StrongMail Provides:

-Highly Scalable Email Delivery-Sophisticated UI for Marketing-Seamless Personalization-Real-time Email Reporting

+

Summary: SAP + StrongMail Makes Marketing Smarter & Scalable

#SAPemail

Thank you!Suresh Vittal

VP & Principal Analyst

Forrester Research

+1 (617) 613.6097

[email protected]

Twitter: @sureshvittal

Ryan Deutsch

VP of Emerging MediaStrongMail

+1 (650) 421-7124

[email protected]

Twitter: @rdeutsch

Sunil DixitSr. Director, Product CRM MktgSAP+1 (650) 687-2585

[email protected]

mailto:[email protected]

