CRM Best Practices Calls How to Choose Who to Mail To? September 8th, 2011
September Agenda Housekeeping News Items Today s Topic: How to Choose Who to Mail To?
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shop.org Annual Summit We ll be in Boston for the shop.org annual summit September 12 14 th, 2011 at the Boston Convention & Exhibition Center Stop by the Epicor booth (# 204) to say Hi! Send me an e-mail if you plan to attend the summit as well: sbarron@epicor.com
Connected Retailer How Do I Choose Who To Mail To? Presented by: Nadia Hissin, CRM Associate Consultant
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 emailable) 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)
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
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
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
Example of Exclusion List (s) Dummy/Bogus Customers Note: This may be set up differently in your database
Example of Exclusions List Employees Transaction Flag Employee Segmentation flag
Example of Exclusions List Non-Loyalty Commercial Accounts
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
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:
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 (emailable) 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
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 E-mailable criteria, and any other scoping criteria
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
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
E-mailable Universe Criteria E-mail opt-in = yes or unknown E-Mail indicator = mail or unknown E-mail address (%@%.%): Indicates that there is an e-mail address and that it is of the form name@name.name Exclusion list including NTF customers
Example of E-mailable Universe Exclusion Criteria
Choosing the Top Customers: The Composite RFMX N-cile Analysis Report
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
RFMX Type Indicates the source of information used to create the report Options depend on RFMX Type
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
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
Defining Cile Ranges For R-Ciles : Ensure that Desc is checked
RFMX Composition Used to age the recency value: default is current date
Scoping
Creating a List from the RFMX Report
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
Creating a Control Group
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
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
Excel Tracking Sheet cont d
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
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 )
Other Methods to Choose Top Customers
Filter for the Top Customers With this option, the filter is only based on Lifetime totals
Top by SUM (Transaction Amount Central)
Let s Take a Look
Questions?
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