everything you need to know about ecrm everything you need to know about ecrm

Everything you need to know about eCRM

Everything You Need To Know About eCRM


What is CRM?

•Consumer•Relationship•MarketingeCRM takes this online


The benefits?

•Highly targeted•Cost effective


The eCRM process

There are 4 key steps:

•Find your fans•Collect their information•Build a relationship with them•Commercialise this

relationship


The power of permission

• The principle of permission is the key strength of eCRM

• The consumer gives us their permission to communicate directly with them

• This means consumers are far more likely to engage and respond to a call to action than with traditional advertising

• Without their permission, its effectiveness is dramatically reduced…


Why would a consumer give their permission for us tocontact them? We need to provide a service:

• Exclusive content and competitions• Gig pre-sales• Regular news bulletins• Proximity - direct contact with artists• Priority - they will always be the first to know

To reap the rewards of a direct relationship with our fans, there must be benefits for them

The benefits of signing up


R.E.S.P.E.C.T

As with any relationship, we need to treat our consumers with respect.

If the consumer knows they are valued, they will be more likely to buy our products.


Consumer care

• Invest time and effort building a relationship between your artist and their fans

• Send them regular communications• Keep the promises made at the point of

registration (Proximity, priority etc)• Talk to them even if you have nothing to sell• Do not send them irrelevant information• Ask them what they want and react to their

answers, make your campaigns interactive • Personalise communications where possible• Thank them for playing their part


The difference between eCRM…

60%+ open rates50%+ click rates

Typical 26% retail click rate

• Saint Etienne have used direct email communication to build a strong relationship with their fans

• Recipients of their email newsletter have actively requested information about the band by joining their mailing list

• Communication is maintained outside of album cycles

• The band write their own copy and regularly generate interesting content for their fans

• Their efforts are rewarded by very healthy response rates and a commercially valuable mailing list


… and email Advertising

• Generally Gabriella’s emails have very good open rates ~ 40%

• This email was no different, but the click rate was only 6%

• Gabriella fans are eager for information, but they have no real relationship with Frankmusik

• This significantly reduces the effectiveness of the email

• The content makes little effort to capitalise on the opportunity to introduce Frank to a new audience

• Instead it jumps straight in with a prompt to buy his new single

• The low click rate shows that this approach was not a success


What could be improved?

• Build a relationship between the Gabriella Cilmi fans and Frankmusik before you push for sales

• Use Gabriella to introduce his music to her fans. ‘What I’m listening to’ / Spotify playlist

• Can Frankmusik cover a Gabriella Cilmi track?• Drive interested consumers to sign up to the

Frankmusik database• The quantity of consumers that receive an

email is irrelevant if the message is wrong• The focus should always be on sending high

quality communications to well selected data


Knowledge in numbers

• Consider the demographics of your target audience whenever you are introducing a new artist

• The Gabriella Cilmi database is 70% male and the most popular age group is 41-45

• The Frankmusik database has an even gender split and the most popular age group is 17-20

• Were there more suitable databases to target?

• Could we have tried introducing Frankmusik to several artist databases and only pursuing those we get the best reaction from?


“We’ve got the contact details of 1000s of music

fans… Why build databases for specific artists when we can already communicate

with so many fans of similar genre?”

Music fans Vs. Artist fans


• Two emails were sent to promote the new Soulsavers album

• The first was sent to 323 Soulsavers fans

• This had an open rate of 52.32% and 55 total clickthroughs to buy; a very high retail click rate of 33%

• The second was sent to the V2 Music Newsletter database of 34719 consumers.

• This had an open rate of only 8.49% and 38 total clickthroughs to buy – a retail click rate of 1.3%

Soulsavers - direct campaign comparison


• That the newsletter sent to nearly 35k V2 Music fans generated less actual clicks to retail than the email sent to 323 actual Soulsavers fans demonstrates the importance of building a dedicated database for each artist

• These results are typical of the poor consumer response to information about artists they have not actively requested

Soulsavers - direct campaign comparison


Data collection

• Consumer data collected online or offline is stored in our eCRM system Vice Versa

• We need continuous organised data collection activities for all our artists

• This includes basic data capture activities as well as more complicated campaigns

• Consider what will appeal to each specific fanbase when thinking about sign-up incentives


• Check the individual email report (under the ‘Reports’ menu) in Vice Versa to monitor the success of your email campaigns.

• Identify weak areas (clickthroughs / open rates) and aim to improve them in future activities.

Individual email report


Why?• They collect a massive amount of data about

users of Amazon.com• It enables them to match customers with

products on an individual basis and target their eCRM campaigns accordingly

• This approach generates very high response rates

eCRM - who does it well?


• Each of our artists is a brand - like Amazon• Amazon have invested time and resource into

developing their brand• This creates loyal and passionate consumers• Our fans are equally passionate about our artists• Nobody (not even Amazon) can match the level

of artist access and information we can give our fans

• This is our trump card. It separates us from the competition and we need to play it wherever possible

• This is especially important for artists with an ecommerce strategy

Why can we do it better?


Below is a generalised timeline of the initial stages of an eCRM campaign. This process should transform unfamiliar fans into willing consumers, but remember that you need to find and register potential consumers and develop an ongoing dialogue with them before you can begin successfully commercialising the relationship.

eCRM campaign timeline


Any [email protected] 7471 5438

everything you need to know about ecrm everything you need to know about ecrm

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