Marketing: The Ins and Outs of Marketing

Transcription

1 Marketing: The Ins and Outs of Marketing

2 Why Marketing? Cost Effective marketing! Develop a Relationship Useful content Frequent communication Stay top-of-mind Instantly Measurable Results

3 Marketing with BC Marketing is an integral part of the solution Consists of two activities: Building Lists Sending Campaigns

4 Lists A List is a group of customers that are related One customer database, many Lists. You segment your database by creating many lists Deleting a list doesn t delete the customer record! Lists are purely logical groups

5 Building Lists Lists are created in two steps: 1. Create and name the list 2. Put people in the list via Importing customer records Using the customer report generator Adding a sign up form to your site

6 The Import Download our import template, and create a file that follows the template. Then import the file into the list.

7 The Customer Report Generator Go to the customer report generator under the reports tab, select your report type and set your filters. At the end of the process, click the Add Customers To button, and choose your list to add them to.

8 Newsletter Sign-Up Form Every site should have a newsletter sign up form!

9 Campaigns A campaign is a marketing effort conducted via . It can be a single sent to a group, or a series of s sent individually id based on certain events.

10 One-off Campaigns One-off campaigns are things like monthly newsletters, announcements of your latest special. They are campaigns where you send a single to everyone in a list on a particular date.

11 Loyalty Campaigns Loyalty Campaigns are campaigns where you send a prewritten to one particular customer, based on some special event that s relevant to that customer - like their birthday!

12 Anniversaries Anniversaries are generic dates that you can use for your own uses. You can set a customer s anniversary dates via Customer Anniversary Dates on the customer s record.

13 An Series One common type of loyalty campaigns are series - a sequence of s that go to your customer, starting when they sign up for your newsletter. They re sometimes called autoresponders too.

14 Reporting Measuring the success of your marketing campaigns is essential. With BC you have the unique ability to measure customer actions, like bookings, orders and cases, not just click throughs!

15 Customer History

16 Double Opt-in Rules Spam is big trouble! Some things to know: 1. Customers who are added to your database via your website need to be double opted-in. 2. If you add a customer manually through the back end, or import them, they are opted-in by default. 3. Opt-in/out is globally set - a customer s unsubscription means that no further s are sent, and an opt-in request needs to be sent opt them in again.

17 Managing Subscriptions You can manually unsubscribe customers, and remind them to double opt in again, via the customer interface.

18 Effective Marketing Things to pay attention to: Subject lines. Make customers want to open the ! Be careful with spammy words like free and cheap Never SHOUT (i.e FREE, CHEAP) it looks spammy. Use a judicious mix of images and text. Not all of one or the other.

19 Effective Marketing 2 Clearly identify who you are and the company you re from, and why they re getting this . This can be done in: The body of the The subject line Your address All of the above! Put your office s physical address in the footer of your Put your office s physical address in the footer of your newsletter it adds credibility.

20 Effective Marketing 3 Most importantly write for the readers! The newsletter is not for you, it s for the customer s benefit. So, is the content useful or interesting? Would you bother reading it if you didn t writeit? it? Make it easy to read Short paragraphs Bullet points Meaningful headlines for quick scanning

21 Questions?