#SAPemail

Email Marketing with SAP CRM: Achieving Relevance, Deliverability and Scale
May 12, 2010

PROPRIETARY AND CONFIDENTIAL

Agenda

#SAPemail

• Introduction • Cross Channel Campaign Management Trends - Suresh Vittal, Forrester Research • The Power of CRM + Email: StrongMail & SAPCRM • Recent Innovations • How to Achieve: • Scale • Relevance • Integration • Delivery
Proprietary and Confidential | 2

Over 500 Customers

Who is StrongMail?
• Leading provider of online marketing solutions for email and social media.

• We enable our clients to boost the effectiveness of their marketing campaigns, while saving a significant amount of money.
• Our products and services provide an end-to-end solution for some of the world’s biggest brands.

#SAPemail

Cross-Channel Campaign Management Trends
Suresh Vittal Principal Analyst Forrester Research May 12, 2010

#SAPemail Cross-channel campaign management (CCCM) is evolving but still poses several challenges for vendors and marketers. . All rights reserved. Inc. 5 Entire contents © 2010 Forrester Research.

Agenda #SAPemail • How are CCCM solutions being used today? • What do marketers want from a CCCM vendor? • Where is CCCM headed? 6 Entire contents © 2010 Forrester Research. Inc. All rights reserved. .

All rights reserved.CCCM solutions integrate inbound and outbound marketing programs #SAPemail Source: April 2009 “Campaign Management Needs A Reboot” 7 Entire contents © 2010 Forrester Research. . Inc.

.They serve varying database sizes and messaging volumes #SAPemail 8 Entire contents © 2010 Forrester Research. Inc. All rights reserved.

it’s difficult to manage differing data sets from traditional and emerging channels 9 Entire contents © 2010 Forrester Research. . Inc. All rights reserved.Marketers continue to struggle with cross-channel programs • The economy is still down – Continued focus on retention over acquisition – Retention is hard to define #SAPemail • Traditional channels continue to dominate – Marketers still aren’t sure how to best utilize the social space • Streamlining multiple programs across channels still a challenge – Even with a solution in place.

All rights reserved. Inc.Agenda #SAPemail • How are CCCM solutions being used today? • What do marketers want from a CCCM vendor? • Where is CCCM headed? 10 Entire contents © 2010 Forrester Research. .

. All rights reserved. Inc.Marketers are looking for a long-term partnership… #SAPemail 11 Entire contents © 2010 Forrester Research.

. All rights reserved. Inc.…but they are staying put because of cost #SAPemail 12 Entire contents © 2010 Forrester Research.

All rights reserved. . Inc.Integration and cost are top concerns in vendor selection… #SAPemail 13 Entire contents © 2010 Forrester Research.

e. Inc. All rights reserved.Expectations often outpace capabilities #SAPemail • Marketers want their CCCM tools to do everything… • But few are advanced enough to utilize all of the features (i. . social) 14 Entire contents © 2010 Forrester Research..

All rights reserved. . with social media trailing behind #SAPemail 15 Entire contents © 2010 Forrester Research. Inc.Email still dominates delivery.

And few integrate with social media #SAPemail 16 Entire contents © 2010 Forrester Research. . All rights reserved. Inc.

All rights reserved.Agenda #SAPemail • How are CCCM solutions being used today? • What do marketers want from a CCCM vendor? • Where is CCCM headed? 17 Entire contents © 2010 Forrester Research. Inc. .

.Marketers are generally happy… #SAPemail • No outright source of dissatisfaction • Most satisfied with: – Application security – Scalability – Reliability – Ability to support customer selection and segmentation 18 Entire contents © 2010 Forrester Research. Inc. All rights reserved.

…But are not “totally” satisfied #SAPemail • Want better integration and contact optimization • Multi-channel coordination is still a major concern – Fueled by both marketer and vendor shortcomings 19 Entire contents © 2010 Forrester Research. All rights reserved. Inc. .

Inc. All rights reserved.Coordination across channels and measurement puzzle marketers most #SAPemail 20 Entire contents © 2010 Forrester Research. .

Inc. All rights reserved. .Eight principles for CCCM solutions #SAPemail • Support an institutional memory of the customer • Enable dialogues not just programs • Bridge the online and offline gaps • Unify inbound and outbound channels • Move optimization to the forefront • Include social insights • Provide functionality at marketers' desktops • Incorporate planning and resource management capabilities 21 Entire contents © 2010 Forrester Research.

Marketers need to improve too #SAPemail • Incorporate the social channels – Channel complexities make it difficult to operate on a program level • Focus on marketing accountability – CCCM can exacerbate the measurement problem • Establish an enterprise-wide cross-channel communication strategy – Identify business processes. All rights reserved. technologies and organizational models 22 Entire contents © 2010 Forrester Research. . Inc.

Product CRM Marketing SAP . Sr. Director.#SAPemail The Power of CRM + Email: StrongMail & SAP CRM Ryan Deutsch. VP of Emerging Media StrongMail Sunil Dixit.

Consumer Goods Loyalty Management . DEEP INDUSTRY EXPERTISE     In-memory segmentation using SAP TREX  Abode Flex UI.The 4 Cornerstones of the CRM Marketing Product Strategy #SAPemail 1.Retail and Travel Real Time Offer Management –Telco Marketing Development Funds . DISRUPTIVE TECHNOLOGY  4. CO-INNOVATE    Enterprise Marketing Platform Manage all customer channels Integrated to Back Office Best of Breed Solution Partners Extend SAP reach Customer driven development 3.High Tech . FOCUS ON THE CORE    2. AJAX  SAP Business Objects Solutions Trade Promotions Management .

SAP Changes Segmentation using In-Memory Technology Highly Intuitive Visual Interface In-memory Analytics Canned Reports Query Cache SAP In-Memory Segmentation #SAPemail Performance Summary Tables Database Data Re-usability Provides the Ability for Marketer to Find the Needles In the Haystack ! © SAP 2010 / 25 .

Loyalty Management in CRM 7. manage.0 #SAPemail Program Management Reward Rule Management Integrated enterprise Loyalty Program enables Customer Experience Management  Reward and retain your high-value customers  Plan. and execute customer loyalty programs across the enterprise Processing Engine Loyalty Membership Handling  Increase customer satisfaction and develop deeper customer intimacy  Identify customers based on value and encourage profitable customer behaviors Membership Handling Point Accruals Member Activities Points/Bonus Determination by Rule Engine Processing Engine Reward Rule Management Point Redemption Financials Point Account Point Expiration Program Management © SAP 2010 .SAP Delivers Integrated.

What Does It Take To Build a Successful Loyalty Management Program? Profitable & Loyal customers #SAPemail Phone. Mobile. Fax. Direct. Sales Agents. Web. Email. Social Networking Do it Decide Plan Understand Customer Interaction Channels Loyalty Management Marketing Planning Customer Segment Analysis External Data Business Warehouse .

#SAPemail What are marketers looking for in a campaign management system? Proprietary and Confidential | 28 .

Message Relevance 3.#SAPemail The #1 Answer Ease of integration with other data sources and systems. Significant Scale 2. Assured Delivery . SAP’s StrongMail integration provides marketers with: 1.

Achieving Scale: Burst Technology #SAPemail • Message Assembly » StrongMail Burst Technology • Message Delivery » Intelligent Queue Management (IQMP) • Cost Efficiency » No CPM Fee Model .

Scale: Integrate Directly with SAP CRM & Applications #SAPemail 31 Proprietary and Confidential | .

5 Million over 3 years by moving from Epsilon to StrongMail Proprietary and Confidential | 32 .The Lowest Total Cost of Ownership of Any Tier 1 Solution #SAPemail Saved $3.

CMO Council.” .The Importance of Relevance #SAPemail “74% of unsubscribes from email programs are due to irrelevant content.” .” . 2008 “22% of US Internet users decided to stop purchasing from a company because of too many or irrelevant emails.Forrester Research.CMO Council. 2010 . 2010 “41% of US Internet users threatened to stop buying from companies that send them irrelevant messages.

Delivering Relevant Content is Highly Effective #SAPemail .

Relevancy is Still Underutilized #SAPemail .

delivery and bounce management .SAP CRM + StrongMail = Easier Campaign Execution #SAPemail Enterprise Messaging Made Easy: • Minimized data transfer time • Single source of program data for campaign analysis and further segmentation • Full featured dynamic content • Response tracking • Email send.

Email Delivery Can Be a Headache #SAPemail .

StrongMail Streamlines Email Delivery #SAPemail Proprietary and Confidential | 38 .

StrongMail Offers Complete Visibility into Failures #SAPemail Proprietary and Confidential | 39 .

Comprehensive Campaign Management . We Deliver… Campaign Management Solutions to Reach Millions of Customers with Lowest TCO Highly scalable Integrated Innovative StrongMail Provides: + - Highly Scalable Email Delivery Sophisticated UI for Marketing Seamless Personalization Real-time Email Reporting .Summary: SAP + StrongMail Makes Marketing Smarter & Scalable SAP Provides: .Innovative & Intuitive Segmentation #SAPemail Together.Integrated Loyalty Management .

dixit@sap. Director.6097 svittal@forrester.com Twitter: @sureshvittal Ryan Deutsch VP of Emerging Media StrongMail +1 (650) 421-7124 rdeutsch@strongmail. Product CRM Mktg SAP +1 (650) 687-2585 sunil.com .Thank you! Suresh Vittal VP & Principal Analyst Forrester Research +1 (617) 613.com Twitter: @rdeutsch Sunil Dixit Sr.

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