This past week I focused on your communication strategy, your eCRM communication planning, when and what days you send your communications and why, the importance of analytics and receiving feedback from your customers.
When you put everything together, you will have the optimal programs, sent on the best days while looking at your analytics to make improvements along the way and then gathering useful feedback from your customers to help optimize your programs even future.
Last weeks quick starters.
Communication strategy…what are your goals for each communication and what are the tactics to achieve that goal? You should have an overall eCRM strategy and then the pillars to support that strategy. With eCRM, your pillars will be eMail, SMS and Push. Your tactics will be, for example, a sales message versus a branded message that is focused on a certain segment which will be reached via eMail.
ECRM communication planning. How do you plan and schedule what is being sent via your eCRM channels? Are the communications planned out in advance or spur of the moment? I define eCRM channels as eMail, SMS and Push.
I do recommend a planned calendar for the month that is broken down by day, week and by channel. Use this as your planning calendar template each month so that you can visually see what is being communicated in each channel. This calendar can also be expanded to add the communications to each segment etc.
Why do you send messages on the days you do? Has it been tested and are you using A/B testing for optimal sending times based on engagement of your customers? Are you looking at events or comping over sales opportunities. Day of week and time of day do make a difference and this is something that you can easily test with A/B testing.
Analytics should be an important part of your programs. You need to have a good understanding of how your customers are engaging with all your eCRM channels so you can make the necessary adjustments. I do understand that many digital teams are small and lack the necessary resources to fully analyze every detail, but determine a few KPIs for each program and measure against those KPIs. Start small and then gradually add more KPIs to your analysis each month to get a much larger picture.
When is the last time you ask for and received feedback from your customers? As marketers, we sometimes think that we know what is best for our customers and that we have the best programs in place. Take this time to survey, call and reach out to your customers to get feedback on how your digital programs (really any program) are doing, how your product is perceived, how they view your brand and so on. You can segment the list and the questions to be specific for each segment. You will learn a lot and will be able to optimized your programs based on real feedback.
With more than 23 years of experience in marketing, Bernie is the Director of Digital Marketing at Papa John’s International, based in Louisville, KY. His current focus is building and scaling a progressive digital marketing foundation that balances the needs of both consumers and national/local stakeholders — all while delivering measurable ROI to the business.
Additionally, Bernie oversees brand representation for Papa John’s digital properties and manages direct-to-consumer channels including email, SMS and push messaging. Recent initiatives have centered around bringing together larger promotional efforts with targeted campaigns to engage the consumer at the precise moment of interest.
Follow Bernie on Twitter @B2the7 or @B7_Design & the B2The7 blog @ http://b2the7.com/b2the7