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The Building Blocks of (a smart) CRM Marketing Strategy

Tips and tricks for implementing clever, automated marketing campaigns

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Do you know what the right ratio is between automated and non-automated campaigns for a healthy CRM Marketing strategy?

While there is no one right answer, some marketers think achieving 100% automation is a legitimate goal. But we know you certainly don’t want your entire marketing strategy to be automatic.

From our experience, approximately 85% should only be automated, and the remaining should mix behavior-based campaigns, ad-hoc events, experiences, and more.

But how do you even START? Read on to learn what are the very first steps you need to think about and establish to start building a clever, automatic CRM Marketing strategy.

And if you already have such a strategy in place? Treat the following as a checklist – just to make sure you did not miss any crucial step.

Build Automated Cycles

Automated cycle campaigns are sent on a predefined, recurring basis. They should account for 85% of your full CRM marketing campaigns.

It’s imperative for automated cycle campaigns to set up diverse and alternating content, as customers can stay on some lifecycle stages for an indefinite period.

To keep content fresh, you should create an automated cycle where customers will be eligible to receive the same offer every 3-4 weeks. Here’s an example for gaming operators: 

Then: The Rest

The remaining 15% of campaigns to consider in your marketing strategy:

Behavior-Based Campaigns – should be sent following a specific customer action​.

It is essential to define what kind of products your customers prefer and segment them accordingly. In other words, you must segment customers and target groups according to product/game preferences.

The more segmented, the higher the campaign uplift.

Ad Hoc Campaigns – are time-sensitive communications your team must execute manually.

These campaigns are related to real-life events and are implemented without the intention of automation​.

Experience Campaigns – are sent following an experience a customer has with your product.

Specifically, for gaming operators, a big win or loss can account for good and bad experiences. See the flow chart below for proper comms to send to each player.

Establish Objectives Per Lifecycle

It’s easier to slowly automate campaigns to your entire customer base by using lifecycle stages, as each stage demonstrates a variety of traits, requiring unique treatment, offers, and frequencies of communication.

You must always establish objectives per lifecycle stage, too. See samples of lifecycle stages below and example objectives for each:

Remember: Ensure optimal coverage rates of your customer base and always measure and monitor KPIs​. Our data proves that the higher your coverage rate, the better your CRM performs.

Keep These in Mind:

  1. Use Your Common Sense

Communicate with customers differently based on their experience with your brand (bad, good, great) and provide them with offers accordingly.

  • Use Best Practices

By testing out many campaigns and later checking the data, you will learn what works and what doesn’t. Since you’re reading this on, we can safely say you are in the right place to browse tons of actionable content on such best practices – from email to segmentation, and so much more.

  • Use Data-Driven Tailored Analysis

To make sure your CRM is always providing customers with the next-best-action, everything you do as a CRM marketer needs to be analyzed, tested, and measured.

Feel free to contact Optimove’s Director of Strategic Services, Omer Liss, for more information on how you can build clever, automated marketing strategies specific to your brand.

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Omer Liss

Omer Liss is Optimove's Director of Strategic Services, helping CRM executives of top online entertainment and e-commerce businesses optimize their customer retention strategy. Omer has vast experience consulting clients, analyzing their customer data and revealing actionable, data-driven marketing insights. Omer holds a BSc in Industrial Engineering and Management, specializing in Information Systems.