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05.12.10 Become More Effective And Profitable Using Email Marketing  By Lee OddenI decided to do a little liveblogging at the MarketingProfs B2B Forum and picked this session: Why email CRM and social media have become the tools of modern B2B marketing where a case study was presented by Genworth Financial. Joel Book from Exact Target introduced the case study: Creating brand advocates is as important as creating brand awareness. [I would say more important. An advocate proactively shares the brand experience]. Funny, Google "brand tattoos" to see some serious brand advocate activity. How are marketers using digital media to engage?
• email + crm
• email + social Email and CRM help to automate interaction. Automation is the key because marketing staff and budgets are not increasing. In order to continue deliver personal and timely messages to customers, you need to automate. Social participation brings customers together and provides an opportunity to include a call to action to join a newsletter. Brands are aligning themselves with a specific cause, to add to their brand image. Genworth Financial case study: Genworth sells their insurance products through brokers, not directly to consumers. Reduced marketing resources along with the expectation to have successful marketing campaigns let them to realize that more is not always better. It's more important to send the right message to the right customer at the right time. Genworth understood the need to personalize communications and to offer in multiple mediums. They started their email efforts with a business unit and have now expanded to 20 businesses. In 2006 100k emails were being sent and now 3.79 million emails are delivered as part of their program. Personalized messages are critical to their email marketing. Email newsletters are personalized for the customer and according to the Genworth sales person. Open rates are 7-10% higher when the email comes from the sales person. Email has realized cost savings as an alternative to print direct mail. Most new product introductions are launched only via email. Emails were highly personalized and customized, which is very expensive to do in print. $3 million in print and direct mail cost savings were realized in 2009 for one of their marketing efforts. Increased productivity is attributed to email and Genworth is able to use dynamic content and salesforce.com integration to create 700 highly customized emails every Friday. Continue reading this article. About the Author: Lee Odden is CEO of TopRank Online Marketing, a digital marketing and public relations firm in Minnesota that specializes in search, social and online PR consulting and training for companies worldwide. Odden has been cited for his internet marketing expertise over the past 10 years by the Economist, Forbes and U.S. News and contributed a chapter to the book, "Online Marketing Heroes" published by Wiley. For the past 5 years he has also been the editor of TopRank's Online Marketing Blog, a Technorati 100 favorite blog and one of the top marketing blogs according to Advertising Age. |
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