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
- Why 2 databases?
- Marketing Segmentation
- SIC / Industry Type
- Source
- Status
- Geographical
- Marketing Tags
- Customer or Prospect
- Products bought
- Others
10:30 - 11:30 Creating Marketing Target Lists
- Report / Export
- Customers &/or Prospects
- Company or Contact Level
- Segmentation Criteria
- Products Bought
- Anything else?
11:30 - 11:45 Break for refreshments & phone calls.
11:45 - 12:30 Using Diary / Scheduler
- Difference between Scheduler & Diary
- When to use Scheduler in preference to Diary
- Dealing with entry
- Objective, Action, Next Contact
- Reports
- Objective, Action, Next Contact
12:30 - 13:00 Auto Alert
- Configuration / Set-up
- Alert on Diary / Scheduler
- Alert on CRM Job Bag– Operation & Actions
- Viewing & Acknowledging
- Reschedule
13:00 - 13:30 Break for Lunch
13:30 - 14:15 Using Campaign Planner
- Why bother with Campaigns?
- Creating a Campaign
- Recording linked transactions
- Run from Campaign Planner
- Update with responses/results
- Complete Campaign
14:15 - 15:00 Sending E-Shots
- Configuration
- HTML vs. Plain Text
- HTML has more impact but more difficult to create
- HTML can more easily be identified as promotional e-mails
- Both can be personalised and include URLs
- Attachments?
- Generating List & Sending
- Any issues? Technical? Spam?
- Error Reporting
15:00 - 15:15 Break for refreshments & phone calls
15:15 - 15:45 Using Mail-Merge/Labels
- Why Mail-Merge?
- Why Labels?
- How to run?
- Different versions of Excel & Word
- Creating Mail-Merge Document
- Field Mapping
15:45 - 16:15 HTML Editor
- Overview
- Create, edit and save a new page
- Formatting
- Images
- View HTML source
16:15 - 16:45
Review of Course