| Issue No 2 | July 2009>>>>>>>>> Click here to subscribe |
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 Issue 2 - July 2009 |
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EMAIL STATS Email is Replacing Other Channels In Epsilon's Global Consumer Email Study, conducted by ROI Research, a survey of over 4000 consumers in 13 countries finds that email is replacing other channels of communication. Over one-third of respondents have replaced traditional communication channels in favor of email for communications from:
Read the full research brief > ASK THE EXPERT Q. What's the best way to acquire new email addresses for my subscriber list? CRM has many different connotations around the industry. The eCRM group at Razorfish defines the variations around CRM as follows:
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Creative Ways of Looking at Acquisition
In times like these, marketing departments need to do more with less. The answer is to market smarter. In this issue of eCRM Advisor we explore ways in which best eCRM practices can help you make the most of your current customers, and acquire high value new customers. Retention is the New Acquisition There's a lot of talk about retention marketing these days. In down times many organizations constrict, focusing on retaining customers, maximizing profits and controlling expenses. In good times, companies tend to think about new acquisition options, testing new channels and expanding reach in the marketplace. 
eCRM CASE STUDY – H&R Block
Key Results
For more information on this case study, contact Richard Rushing. TECHNICAL CORNER – Measuring the Value of Your Acquisition Sources Internal customer databases, when utilized correctly, can be the highest yielding asset in the marketing arsenal due to their low cost and high ROI. In the current economy, where marketing budgets are getting slashed, understanding the most valuable sources of subscribers and influencers for your brand is a relatively simple way to optimize your marketing expenditures.
The process of segmenting your campaign database by source ID can be accomplished within your Email/eCRM Service Provider’s application or in external SQL software for import as distinct lists. Practically all ESPs will allow you to target segments or smart lists that are basically SQL queries that perform searches, such as, "all customers with SOURCE ID of event3." This type of targeting is sufficient for messaging to one segment and reporting on the performance of that one mailing. More complex marketing programs may utilize an external transactional database or import of source-specific behavioral subscriber activity data into the master database. This allows for more granular, actionable reporting that can be utilized in triggered-based or manually driven email campaigns queued on a subscriber event, non-action or partially completed event funnel. For instance, a group of point-of-sale subscribers who left a product in their online shopping cart may be sent a printable coupon for 10% off that item to be used in-store (where they are more likely to purchase more). Determining revenue per email sent Analysis of which opt-in sources are interacting the most with your email programs and allow further opportunity to optimize for higher numbers of opens and clicks, but what about revenue? Revenue per email sent can be measured through site analytics tracking via Omniture, Atlas or a number of other tracking tools. Marketer may choose to back into subscriber behavioral activity manually by exporting the mailing logs from the ESP back to an analytics database. To assign value to an opt-in source with the latter method it is essential that the SOURCE ID be passed with the mailing log so that revenue results can be grouped by SOURCE ID. This is another feature that is not possible with all ESPs and something to be aware of when selecting a provider. This is not a one-time exercise; it is a lifetime practice. The simple process of appending a SOURCE ID to every email written to your database will provide the attribute by which you could gain invaluable insight and reports such as:
ABOUT US Razorfish eCRM Solutions is a dedicated solutions group in the Razorfish Network, built to support the evolving needs of our clients in building best-in-class marketing programs. The team is a comprehensive set of experts in email marketing and relationship marketing that supports all forms of strategic services, including strategic planning, communication roadmaps, email delivery and technology, campaign management and optimization with an emphasis on experience and analytical optimization.
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Email campaigns at H&R Block have traditionally been calendar-based, using thematic campaigns tied to a specific week or month. Response to these campaigns has been variable, and diminishes over time. H&R Block struggled with how to engage users on a more personal, timely basis.
For the 2009 tax season, Razorfish recommended establishing an automated program which would send triggered messages based on the recipient's tax filing date the previous year.