Group E

E-CRM and E-Mail Marketing

Agenda

• CRM Evolution

• E-CRM: V-CRM and M-CRM

• Success Stories

• Push Strategy vs. Pull Strategy

• E-mail Marketing:

Immortal marketing tool

E- CRM• Managing

relationships+ Information Technology

• The right topic, in the right amount, and at the right time that fits the customer’s specific needs.

It is about…

Attracting, maintaining and

enhancing customer

relationships to market them on one-to-one basis

Digital channels offers unique and positive experiences ->

not transactions

Highly interactive: Allows to respond directly to any customer’s requests or

problems

Birth of v-CRM creating sinergies: virtual/physical ->wider consumer

base

m-CRM higher flexibilitySuccess Story: Finnair

Pull vs Push strategy

Through crowdsourcing, social media and networks

E-CRM SegmentationPoints mean Prizes Customer Perks

3 tiers of loyaltyGold/Silver/

Bronze

One size fits all

E-CRM/M-CRM Success Stories

Pampers http://www.pampers.co.uk/en_GB/home

Finnair http://www.youtube.com/watch?v=FffdJJ0_1iM

What is Email Marketing?

• Marketers are being faced with using new marketing tools and communication channels… aligned with the evolution of marketing trends

• DEBATE whether email marketing is to come to an end or not?

                                                 

                                                 

                                                 

92%of All

Marketers Employ Email

Marketing

Good or Bad?

What’s GOOD about Email Marketing?

• Highly targeted• Immediate• Measurable• Reach • Cost Effective

What’s BAD about Email Marketing?

• Brand Damage

• Flood and Spam Email

The Optimal Implementation?

Planning Management

Testing and

TrackingMeasurement

Best Implementation

Email MarketingGuru’s say…

http://www.youtube.com/watch?v=yFrNOXioDRk&feature=related

Thank you!!!!

Igor Artemiev Ahmet Giray Kai Ting Hsu

Farah Hudhud Carina Rial Gondar

Virginia Rios Lourens Verweij

Maria Alejandra Zapata

Group E