CRM Best Practices Calls. How to Choose Who to Mail To?

Transcription

1 CRM Best Practices Calls How to Choose Who to Mail To? September 8th, 2011

2 September Agenda Housekeeping News Items Today s Topic: How to Choose Who to Mail To?

3 How to Access Call Recordings Select Customer Portal From Customers Menu

4 How to Access Call Recordings Select NSB Group Client Care Portal for Retail Customers

5 How to Access Call Recordings

6 How to Access Call Recordings

7 Call Procedures All attendees will be muted by the call moderator (so we don t hear your on-hold music or background conversations) Please use the WebEx feature to submit questions At the end of the call, during the question period we will un-mute the lines. A recording of this call along with a PDF of the slides will be available on Premiere within a few days

8 Upcoming Events DATE/LOCATION CHANGE

9 Upcoming Events It s back to Las Vegas, but not until May of next year.

10 shop.org Annual Summit We ll be in Boston for the shop.org annual summit September th, 2011 at the Boston Convention & Exhibition Center Stop by the Epicor booth (# 204) to say Hi! Send me an if you plan to attend the summit as well:

11 Connected Retailer How Do I Choose Who To Mail To? Presented by: Nadia Hissin, CRM Associate Consultant

12 How do I Create a Target Group (s) for My Campaign? Perform an NCOA Create the Exclusion/Suppression list Create the New To File (NTF) list Create a list of the mailable (or able) universe of customers Use one of the following to create the Target Group: Use the Composite RFMX report Filter for the Top Customers (Lifetime totals) Create list with Top based on SUM (Transaction Amount Central)

13 Have you performed an NCOA? NCOA stands for National Change of Address The NCOA file is a list compiled by the US Postal Service (USPS) and contains the names and addresses of people who have moved within the last 48 months NCOA processing is a service provided by service suppliers who are licensed to do so by USPS

14 NCOA continued Why? Provides the customer s current mailing address Standardizes mailing addresses Minimizes amount & cost of returned mail Recommendations: If you have only a few mailers (e.g. 3x per year): Perform the NCOA prior to each mailer If you have many mailers (e.g. 1X per month): Perform NCOA every 95 days from the receipt of return files from the vendor

15 Exclusions/Suppression List(s) Recommendations: Control group from an overlapping campaigns Super/Default customers to which transactions post Target customers in the overlapping campaigns Bogus/Dummy customers created as a test Deceased customers Commercial Accounts Employees Other: Loyalty or Non-loyalty

16 Example of Exclusion List (s) Dummy/Bogus Customers Note: This may be set up differently in your database

17 Example of Exclusions List Employees Transaction Flag Employee Segmentation flag

18 Example of Exclusions List Non-Loyalty Commercial Accounts

19 Best Practices Exclusion/Suppression List(s): - Schedule all your exclusion lists to reprocess regularly Spot check the date last processed to ensure it reflects the current date prior to using them in target lists

20 Best Practices Exclusion/Suppression List (s): Try not to reference other lists. This makes it easier for any user to look at the syntax and perform validations and/or make changes Instead of this: Do this:

21 New to File (NTF) Customers Customers who were created in the last X months, where X is usually 1 to 3 months Put NTF in its own list of mailable ( able) customers Suppress from other mailable lists in a campaign Do not include the NTF in the RFMX, as this skews the results with recent behavior, but low number of transactions, and possibly low spend

22 Example of NTF Use the Create Date field from the Customer table Customers created in the last three months from September 2011 Add Mailable or able criteria, and any other scoping criteria

23 Create the Mailable Universe Active Address = yes (customers may live at one address but vacation at another) Address Format = <enter the country code> Street Address is not null Exclusion list including NTF customers

24 Mailable Universe continued Mail indicator: indicates validity of address Mail opt-in: customers indicate an interest in receiving the mailer Note: In Canada, response can only be Yes, not Unknown

25 able Universe Criteria opt-in = yes or unknown indicator = mail or unknown address (%@%.%): Indicates that there is an address and that it is of the form name@name.name Exclusion list including NTF customers

26 Example of able Universe Exclusion Criteria

27 Choosing the Top Customers: The Composite RFMX N-cile Analysis Report

28 Using the Composite RFMX report Calculates recency, frequency, monetary and cross-category scores for customers using data from various tables Customers are scored in terms of: How recently they purchased (recency) How often they purchase (Frequency) How much they have spent (Monetary) Categories shopped (Cross Category: class, department, style, etc) The system then uses these scores to calculate a composite score

29 RFMX Type Indicates the source of information used to create the report Options depend on RFMX Type

30 Defining Cile Ranges The first time you run the RFMX, uncheck the User Defined Cile ranges The system distributes customers evenly into as many groups of equal size as the number of ciles you have defined Example: 100,000 customers; 5 ciles; 20,000 customers in each cile

31 User Defined Cile Ranges Allows you to define the first range; the system sets the remaining ranges to the same length, unless you overwrite in the TO value

32 Defining Cile Ranges For R-Ciles : Ensure that Desc is checked

33 RFMX Composition Used to age the recency value: default is current date

34 Scoping

35 Creating a List from the RFMX Report

36 Tip: Add a buffer to your Target Quantity If you have not performed an NCOA recently, you may want to add a buffer to allow for possible undelivered mail. E.g. Target amount: 200,000 Buffer of 10% In the RFMX, you will create a list of 220,000

37 Creating a Control Group

38 Managing Control Groups Many companies will create a control group for one campaign but these customers are targets for another campaign End result is control groups look like they are behaving better then they would have if defined correctly Suggestion: Each month, create one master control group list that will be used consistently for ALL the campaigns of that month. Tip: the count of the master control group should be based on the percentage of the largest target list for that month

39 Excel Tracking Sheet Acts as a control sheet, allowing you to keep a global view on what s been completed for each campaign Lets you see which divisions are being targeted for which promotions Helps avoid over-communicating to your customers

40 Excel Tracking Sheet cont d

41 Control Groups and the Promotion Definition Control Groups are not targeted in the promotion, but are included in the promotion definition to determine the lift

42 Control Groups and the Promotion Definition In Control Group for List Code, indicate list In Control Group for List Code, indicate list 1913 is a control group for list 1909 (list code 1 )

43 Other Methods to Choose Top Customers

44 Filter for the Top Customers With this option, the filter is only based on Lifetime totals

45 Top by SUM (Transaction Amount Central)

46 Let s Take a Look

47 Questions?

48 Want To Learn More or Need Help? The CRM Services team is here to help: Maintenance Basic CRM Maintenance Expanded CRM Maintenance Marketing Support Basic Campaign Management Expanded Campaign Management Loyalty Program Mgmt Training CRM Basic Training CRM Advanced Training Ad Hoc Consulting CRM Dashboard Creation CRM Custom Reporting Ad Hoc CRM Projects Loyalty program design

49 Topic Suggestions Which call topics would you like us to cover?

50 Upcoming Calls Typically, the 1 st Thursday of the month: October 6 th Post Campaign ROI Analysis