Effective eCRM can create loyalty, build brand advocacy and word of mouth and measurably drive sales for brands. CRM can be activated through multiple channels including direct mail, email and social media. Irrelevant of which channel you’re activating in, the principals of sound eCRM are the same, it’s about building valuable relationships with consumers through data driven insights and highly targeted communications.
Having a clear content strategy is essential for eCRM. Different consumer segments will require different content depending on age, demographic or relationship stage with the brand. Understanding how your consumers interact and engage with the brand will help find shared passion points and ‘content sweet spots’ that can engage consumers and help build the brand relationship. This isn’t about endless promotions but should be based on creating valuable content that interests consumers.
Database growth is a key factor for improving ROI for an eCRM programme – the more of your target you can talk to the better. Data capture should be considered through all channels to ensure no opportunities are missed. Understanding your cost per acquisition (CPA) can ensure budgets are allocated to the most efficient recruitment channels to optimise ROI. Tracking life time value of consumers who are recruited to the program will allow you to ascertain what your target CPA should be to deliver your target ROI.
A CRM programme should be dynamic with learnings captured and rapidly implemented. Tracking how consumers are interacting with a communication is vital – by chasing small marginal gains in everything you do you can create significant overall gains and greatly improve ROI. Overall performance can be measured in many ways from micro metrics such as open rates and click rates, through to brand affinity scores and direct sales.
Communicator are experts in eCRM having delivered success for brands such as Jack Daniel’s and Lanson for years. If you’d like to understand more about how eCRM can benefit your brand contact us.