Marketing Automation - Direct Mail

8/8/2019 Marketing Automation - Direct Mail

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Experience, Technology and

Focus in Mid Market CRM


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Agenda

Soffront Overview

The Soffront Difference

Key Benefits

Problems / Needs Product Features

Case Study

Measure ROI

Conclusion


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Soffront Overview

Soffront was founded in 1992

Offers complete Mid Market CRM solution

Solution that has evolved over 14 years

Technology specifically designed for mid size market needs

Record of consistent growth and profitability

Complete focus on mid market companies

Over 2,500 CRM installations worldwide


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Soffront Overview..Customers


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Only Soffront has:

14 years of Mid Market

experience, technologyand a complete focus on

mid market success.

The Soffront Difference


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Soffront Flexible Technology

Soffront CRM is Modular.

Applications work seamlessly together as a complete solution.

Modules can easily adapt to work with your existing technologies

and processes.


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Marketing Automation

Typical concerns of Marketers in the 21st Century

How can I have a complete view of my customer?

How can I speed up the campaign planning and executioncycle to improve time-to-market?

How can I leverage low cost web and email media

effectively?

How can I measure results from marketing campaigns

and justifying marketing ROI?


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Key Benefits Marketing Automation

Capture and assign leads automatically

Schedule rule-based multistage campaigns including

interdependent tasks

Identify cross-sell and up-sell opportunities

Execute permission based Opt-in / Opt-out campaigns

Support continuous campaign measurement with

sophisticated closed-loop analysis

Measure your marketing ROI


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Key Benefits Marketing Automation

Plan campaigns with configurable workflows to handle

multiple stages in the campaign planning process

Target campaign recipients through segmentation and

profiling

Execute targeted and personalized e-mail campaigns

Maintain an integrated view of the customer across all touch

points

Improve response rates and enhance customer retention


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Focus on Soffront Marketing

Plan, execute and track complex

multi-channel marketing campaigns.

Measure results and

improve Marketing ROI.

Automatically capture and

assign leads from Web campaigns

Create and assign leads

automatically

from email inquiries

Control Campaign Workflow

Automate Lead Process

Track Campaign Impact and Improve

Soffront Marketing helps you speed up time-to-market,target markets more efficiently and measure your results.


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Soffront Marketing Overview


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Campaign Management Features

Campaign Planning

Merge Customer Lead Sources

Create Market Segmentation

Complex Campaign Management: Multi-channel, multi-stage

campaign creation Automate Campaign: Content generation Launch / Scheduling

and monitor the results

Campaign Response Management

Measurement and Analytics

Subscription Management


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Marketing Automation

& Getting your Message Out

Automation helps you:

Create compelling, creative and consistent campaign messages

across all customer touch points.

Create one to one personalized messages. Use the cost-effective email communications to send email

message to thousands of contacts at a time.

Create message based on the target audience behavior.

Automatic tracking of customers response on receiving the

message.


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An Example of Marketing with Soffront CRM

Mega Beverage Company is launching a newproduct named Isis Cola.

Marketing needs to create and launch an direct mail campaign targeted to

reach only the urban female customers in the 20 30 age group.

The following slides will show how Soffront Marketing Automation can

enhance and improve the process.

Choose a Goal

for Campaign

Campaign Planning

Lead Gathering


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Merge Customer Lead Sources

Gather and Merge leads from wherever you get them:

Web based generation of Leads Opt-in / Opt-out marketing

Contacts from Trade Shows, Expos, Seminars

In house list of contacts e.g., Contact list in CRM database


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Lead Source Opt-in / Opt-out marketing

Information Request from Web site

Submitted request reflects in the CRM database as a lead

GatherLeads from Online Marketing


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Import Records to CRMdatabase

Contacts gathered from Tradeshows &

Events

Lead Source - Generated from anEvent


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Contact Sources - In-house Contact List

The list of contacts such as existing customers, prospects etc from your

Soffront Data Base


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Targeting the Demographic for your campaign

1. Create target group of contacts for each marketing campaign.

2. Filter out the leads however you like, based on geographical.demographical, behavioral and attitudinal data.

3. Identify accurate need and want of each market segment.

4. Set measurable goals for each segment.

Automation helps companies create cost-effective, high performance,

better-targeted campaign.

Choose a Goal

for Campaign

Lead Gathering

Demographic Filtering

Target List

Campaign Planning


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Contact Segmentation

Create a filter (Cola coupon Promo) to segment leads in the target market. In thisexample we separate out customers who are female and also between 20 & 30

years living in a select group of zip codes.


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Campaign Creation

1. Create a multi-stage direct mail campaign (different direct mail

pieces on different dates).

2. Associate multiple stages to the campaign for example, a

stage I might be an initial post card offer and stage II a follow

up letter depending on their response.

3. Produce creative for association with each DM stage.

Demographic Filtering

Target List

Campaign Planning Campaign Creation

Create

Campaign

Stage I

Initial DM

Stage II

Follow up DM

CreateDM

messages


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Campaign Creation

Create a new campaign specifying details -

Target Audience: In this case women 20 - 30

Campaign name

Campaign Objective: Drive customers to retail with a 2 for 1 offer.

Campaign Type


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Campaign Stage I

Associate and create a new campaign stage specifying details -

Target Audience

Campaign stage name


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Campaign Message I


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Campaign Execution

1. Stage-I merges customer info into direct mail pieces

2. Initial Direct Mail Piece and labels are printed

3. Responsible people are notified of mailing date

4. Mail is sent

Campaign Creation Campaign Execution

Stage I

Initial DM

Stage II

Follow up DM

CreateDM

messages

CustomerInfomerged

EmployeesNotified?

CustomerRecordUpdated

DM Piece& LabelsPrinted


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Campaign Execution

Execute or Schedule the reviewed

campaign.

Generate merged DM pieces and

labels

Notify employees responsible to

perform mailing.

Receive conformation of physical

execution of the mailing

Update customer info

.

Campaign Execution details of Isis Cola Launch


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Increase Customer Segmentation II

The tracked responses from the first stage help profiling and

segmenting the contacts for the next campaign stage on the basis of:

Preference

Attitude

Interest

Behavior pattern

Campaign Stages are created for the filtered contacts

Personalized campaign messages depending on the contact's

response are associated to the campaign stages.

The stages can be executed / scheduled as and when required


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Campaign Stage II

Create a follow up campaign stage associated to the earlier campaign: In this case

a letter to respond to people who redeemed the coupon.Provide details such as

Campaign Id

Media Channel

Stage Name


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Campaign Analysis

1. Measure campaign performance

2. Refine the next campaign performance based on figures from the

earlier campaigns

Campaign Execution Campaign Analysis

Send FollowUp Email

Did the EmailBounce?

CustomerRecordUpdated

If Yes

TriggerStage II

If Yes

AnalyzeResults

ImproveCampaign

EmployeesNotified?


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Product Feature-Soffront Direct Marketing

Advantages of Soffront CRM in Direct Mail:

Generate all of your mail pieces for a campaign with the

push of a button.

Automate label printing to each target audience.

Automate the personalization of each letter.

Update information for all of your customers based on the

campaigns you sent them.

Easily keep complex campaigns organized and executed on

time.


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Product Feature-Soffront Direct Marketing

Measure your ROI

Measure the amount of sales generated by the customer overtime.

Measure increases in sales and profits.

Achieve greater operational efficiency by having all processesunder one roof and minimizing administrative costs.

Sales Conversion rates how many leads scored as Customersthat enter the sales funnel result in a sale.

Sales Cycle Data length of time a lead spends in the sales funneland the number of sales contact needed to convert.

Average Order Size for the product or service that is the focus ofthe campaign.

Customer Acquisition Cost the current budgeted cost ofacquiring a customer.


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Soffront Direct Marketing

Summary

Combine familiar Microsoft Word features with Soffront Power to

create your DM pieces.

Executes the DM campaign: customizing, generating and printing

personalized Microsoft Word documents for your mailing.

Automates label printing including any customer information you

need.

Creates a campaign log file with all the information needed to

track each stage in the campaign.

Updates the main Soffront Database with details to help

coordination with other campaigns.


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Maximizingyour benefits-

Over 14 yearsofproductexperienceandmaturity

IntegratedsuiteofCRMapplication

UnmatchedAdaptability

Minimizingyour

TotalCostofOwnership:

Deplo yedindays

Zero footprintweb client

Eas ytousecustomizationtools Web-basedarchitecture

Flexi blelicensing

SoffrontCRMistheperfectpartnerforMidSizecompanies

Conclusion

Documents

Marketing Automation - Direct Mail