|
|
|
| you are here: > knowledge transfer >> multi-stage campaigns | print |
Sales promotion via multi-stage eMarketing campaigns
Multi-stage eMailings offer companies a highly cost effective method of sales promotion.
Automatisation of business processes typically takes place using the following Steps:
1. Analysis of historic customer data to identify the target group and the relevant message
2. transmission of the sales promotion to the target group via eMail
3. capture of responses via teh Internet and the automatic compariosn of the results against
pre-defined qualification criteria
4. automatic routing of qualified leads to the appropriate sales team.
The combination of these techniques enables a fast response to customer needs. It also provides
an increased sensitivity to developments in the marketplace.
Definition of multi-stage eMailings
These consist of a pre-defined sequence of short interactions with the customer. The
communication takes the form of a dialogue between vendor and customer. At each stage of the
eMarketing campaign, the vendor offers further details about the products on offer and captures
the customers responses.
The best target groups for sales promotion via E-Mail are to be found among the existing
customers. This style of communication with the customer achieves two goals at the same time.
First, the chances of a positive response are higher among customers who already have contact
with the vendor. Secondly, the fact that a a business relationship already exists reduces the
risk that the email offer will be perceived as "unrequested" ie as SPAM.
In this scenario, we take it as read that the vendors data privacy statement explicitly states
that personal data will be used for marketing purposes and, in addition, that the contact has
provided an opt-in for this use of their personal data.
The design principles of multi-stage eMarketing campiagns
In sales promotions, the objective is to accurately target potential buying interest, to qualify this,
and immediately to forward a successfully qualified response to the sales team. Based on our
experience of over 900 sales promotion campaigns for lead generation, Ansaco has observed several
key points.
Identification of the target group
There are several simple yet powerful methods for analysing the existing customer base and
identifying potential target groups. Ansaco passes details of these methods on to in-house
eMarketing teams via its Knowledge Transfer services. As a general point, it is important to
note that there are basic and important differences between cross-sell and up-sell strategies.
The impact of these differences can be clearly seen in the method for choosing the most relevant
promotion message.
Sending the sales promotion message out via eMail
The following practices are standard for sales promotion eMailings:
• the use of Multimime or multipart eMails (Html und Txt)
• the absence of attachments to the eMail
• graphics should be kept to a minimum or avoided completely
• a clear description of the benefits
• a Call-to-Action which is presented as a Link and describes exactly what will
be delivered
• personalised for the recipient
• a clearly identified sender with their professional and company details.
Capturing the response to the eMailing
It goes without saying that, in any multi-stage email marketing campaign, the majority of
recipients will not respond to the first stage of the offer. Non-responders should be identified
a such. If, as a result of several campaigns, consistent non-response is noticed, the
eMarketer usually considers whether these are the right contacts and whether they show any
common characteristics. The long-term benefit of this approach is the ability to more
clearly identify the contacts who do react positively to sales promotions by eMail.
To find out more about Ansaco's Knowledge Transfer services, please email:
eMarketer@ansaco.de or phone us at: +49 6221 6568 475.
|
Knowledge Transfer in practice
Knowledge Transfer combines "on the job learning" and "learning by doing". Unlike classroom
teaching which uses prepared examples, Knowledge Transfer uses real-life projects as the
learning material. This ensures that the skills learned are relevant to the job to be done.
Knowledge Transfer is structured in three stages:
• "The Learner watches while the Expert explains what they are doing and why"
• "The Expert watches while the Learner explains what they are doing and why"
• "The Expert watches while the Learner teaches someone else".
The usual ratio is one experienced Expert to one or two Learners; this is one reason why
Knowledge Transfer is such a highly effective method for learning. However it is also
time-consuming. Explaining the thinking behind every single step takes typically twice as
much time as a Consulting project. As a result, high priority or time-critical projects are
not suitable as early learning material for Knowledge Transfer.
When the process is simple and the Learner receptive, the Knowledge Transfer can occur within
three repetitions of the task. Each working session includes feedback and a progress check.
With processes that are sohisticated, complex or comprise many variations, each stage may
require multiple repetitions until the knowledged is transferred and the Learner can work
completely unaided.
To find out more about Ansaco's Knowledge Transfer services, please email:
eMarketer@ansaco.de or phone us at: +49 6221 6568 475.
|
Customers
Organisations that we have supported with our eMarketing experience and insights include:
Deutsche Investment Trust, Dun & Bradstreet Germany, Field Fisher Waterhouse, Miltenyi Biotech, Pivotal Corporation, SAP AG.
|
| |
|
|
|
