Digital CRM Masterclass

During this course you will learn to:

• Effectively manage relationships with customers and communicate with them on an individual basis to establish, develop and maintain a successful relationship - including using behavioural and purchase data to inform your strategy and personalise campaigns
• Plan strategic online CRM programmes with an understanding of eCRM key performance metrics
• Common features of ESPs and marketing automation platforms and how to choose the best one to suit your needs
• The technical aspects of marketing automation including behavioural targeting
• Create a practical, actionable customer touchpoint plan (or 'customer journey')
• Execute your campaign with robust rollout and testing strategies (including multivariate testing)
• Make the most of online CRM as a way to integrate marketing activities

Benefits of a successful eCRM strategy

• 5 core elements of an eCRM strategy
• Putting the customer first - making sure you know who you're communicating with and why

Choosing the right eCRM agencies and suppliers

• 4 steps to choosing the right platform for your needs
• Key ESP and marketing automation platform features you should be utilising
• Overcoming barriers to successful eCRM implementation

Developing your eCRM strategy

• Creating your customer contact strategy CRM customer journey planning - mapping key touchpoints
• Choosing the right channels to include in your eCRM strategy

Understanding and managing your data

• Conducting a data audit
• Data and customer insights: understanding your customers
• Using your data to create highly personalised campaigns- including segmentation, dynamic content, real time communications and AI

The core of a solid eCRM strategy: email marketing campaign execution & analysis

• Planning successful campaigns
• 3 best practice considerations
• Ensuring the best results by implementing rigorous testing strategies

The technical side of email marketing: getting your emails to the inbox

• The 3 core elements of sender reputation
• The hidden metrics of deliverability
• What to do when you see your delivery rates dropping

Understanding eCRM metrics

• Defining the right CRM metrics for your business
• ROI and attribution modelling
• Post campaign analysis: analysing your results and identifying trends

Who Should Attend?

This course is designed for senior marketing budget holders with overall responsibility for marketing strategy, CRM strategy and heads of digital, as well as marketing managers who are responsible for the planning, implementation and optimisation of CRM strategies within their organisation. This 1-day course will help you to develop a more effective and strategic approach to managing your customers with information applicable to B2C brands, B2B and not-for-profit organisations.

Tutor:

Komal Helyer
Komal is an award-winning Fractional CMO and has over 20 years of experience in email, martech,and digital marketing. Previously VP Marketing at Pure360, Komal now spearheads the Go-to-Market, Retention, and Brand strategies for many B2B, eCommerce, and Travel businesses and agencies.

A passionate email marketer, Komal is also Chair of the DMA Email Council and Tutor at the Institute of Direct Marketing. As a key industry thought leader and events speaker, Komal is sub Editor @ The Modern Retail and writes for many other publications including Forbes. She is also the judge at many prestigious awards including the DMA Awards & eCommerce Awards.

Komal's passion to support greater diversity in the workplace is the driving force behind her commitment to mentoring individuals in the industry, she is also Brand Ambassador for Women in Tech forum, the co-founder of Email Mentors, and a Mentor @The Girls Network. She has been nominated for many awards and was proud to win Corporate Woman of the Year '19 at the Business Woman's Excellence Awards and to be awarded a Top 50 CX Star accolade in 2022.

Other Details:

• Location: Virtual Classroom
• Member Price: £400
• Non-member Price: £450