Marketing and CRM

09:30 - 09:45

Introduction

  • Today's agenda - aims and objectives
  • Lunch arrangements
  • Mobile phones off or take call outside

09:45 - 10:00 What is eMarketing & CRM?

  • eMarketing - The use of modern technology to deliver a marketing strategy electronically. All the same rules apply to emarketing as traditional marketing it is just about using the technology that is now available to you
  • CRM – The use of modern technology to deliver superior customer service by managing all aspects of your relationship with your customers

10:00 - 10:30 Customer & Prospect Databases

  1. Why 2 databases?
  2. Marketing Segmentation
  • SIC / Industry Type
  • Source
  • Status
  • Geographical
  • Marketing Tags
  • Customer or Prospect
  • Products bought
  • Others

10:30 - 11:30 Creating Marketing Target Lists

  1. Report / Export
  2. Customers &/or Prospects
  3. Company or Contact Level
  4. Segmentation Criteria
  5. Products Bought
  6. Anything else?

11:30 - 11:45 Break for refreshments & phone calls.

11:45 - 12:30 Using Diary / Scheduler

  1. Difference between Scheduler & Diary
  2. When to use Scheduler in preference to Diary
  3. Dealing with entry
  4. Objective, Action, Next Contact
  5. Reports
  6. Objective, Action, Next Contact

12:30 - 13:00 Auto Alert

  1. Configuration / Set-up
  2. Alert on Diary / Scheduler
  3. Alert on CRM Job Bag– Operation & Actions
  4. Viewing & Acknowledging
  5. Reschedule

13:00 - 13:30 Break for Lunch

13:30 - 14:15 Using Campaign Planner

  1. Why bother with Campaigns?
  2. Creating a Campaign
  3. Recording linked transactions
  4. Run from Campaign Planner
  5. Update with responses/results
  6. Complete Campaign

14:15 - 15:00 Sending E-Shots

  1. Configuration
  2. HTML vs. Plain Text
  3. HTML has more impact but more difficult to create
  4. HTML can more easily be identified as promotional e-mails
  5. Both can be personalised and include URLs
  6. Attachments?
  7. Generating List & Sending
  8. Any issues? Technical? Spam?
  9. Error Reporting

15:00 - 15:15 Break for refreshments & phone calls

15:15 - 15:45 Using Mail-Merge/Labels

  1. Why Mail-Merge?
  2. Why Labels?
  3. How to run?
  4. Different versions of Excel & Word
  5. Creating Mail-Merge Document
  6. Field Mapping

15:45 - 16:15 HTML Editor

  1. Overview
  2. Create, edit and save a new page
  3. Formatting
  4. Images
  5. View HTML source

16:15 - 16:45

Review of Course