What is CRM?
Customer relationship management is the art of maintaining and improving a brand’s relationship with its customers through ongoing communication. Good CRM strategies use customer data to inform contact plans and tailor each communication so that the relationship feels personal. CRM should be delivered through all channels, since the fundamental idea is to treat and talk to customers however they prefer to be treated and spoken to. CRM should be customer – not sales – focused.
Why is it important?
Getting CRM right is important becausea brand’s value is only as good as the customer experience deems it to be and, without CRM, this experience can often be very poor. Managing prospects through the process, from expressing an interest to becoming a customer, will significantly improve the number of people who convert. Everyone knows that it is more cost effective to retain existing customers and encourage them to buy more than to recruit new ones and encourage them to spend for the first time. Once that all important first purchase has happened, keeping customers happy and engaged with a brand encourages them to remain as customers, buy more, try different products and, ultimately, become advocates of that brand.
What we do
Our acquisition campaigns are planned with a thorough knowledge of the cold email list market, from which we look to source appropriately targeted lists of prospects. We are strongly versed in data protection and permission-based email marketing so that we can advise our clients on the best way to use rented data to achieve the best return, whilst staying within the legal limits of the DMA, ASA, Data Protection Act and Electronic Communications Regulations.
With retention campaigns, we provide database services alongside email broadcast and response reporting, which means that we plan campaigns using a thorough understanding of both existing customers and the business goals of the client. We want to avoid the old-fashioned blanket email format pushing customers to buy. Instead, we understand that customers provide a lot of personal data on themselves and their browsing / purchase history that should be respected and made use of to ensure that communications are relevant and interesting to them at every stage. Engagement is usually a greater driver of sales in the long term rather than impersonal mass messaging.
Our reporting on email campaigns is also above and beyond the industry norms. Whilst we understand the importance of measuring opens, clicks and sales, we also recommend measuring softer engagement metrics, such as opens and clicks over time for segments of customers, levels of advocacy (including recommend a friend or post to social) or time spent on the website.
Why Media Contacts?
At Media Contacts, we deliver CRM solutions through a number of channels, including email, mobile, social media, online advertising and direct mail. With our strategic approach, we are able to tackle customer marketing from a more consistent, multi-media view point and deliver increased brand loyalty to the client as a result. The CRM arm of our Data team is responsible for managing and executing email campaigns – either as a stand-alone channel, or as part of a multi-channel CRM programme of customer communications.
Our email experience covers both acquisition and retention campaigns; working hand in hand with other MPG Media Contacts specialists in areas – such as lead generation, social and mobile – to deliver appropriate and joined-up communications to consumers, whether prospects or loyal advocates.
Contact
For more information, or if you would like us to contact you in regards to a sales enquiry please click here.