When planning your CRM campaigns, you are used to working on detailed monthly plans, defining your action plan based on product releases, on key moments throughout the year, and the priorities of your sales team.
But after defining your campaign plan, one question will surely still be on your mind:
I understand the interest of multiplying campaigns through advanced targeting, but concretely, how do I proceed to scale the development of my marketing campaigns?
How do I execute this process on a wide scale?
My name is Anne-Charlotte and I have been a Customer Success Manager at Tinyclues for 2 years. The clients I work with regularly talk to me about this problem.
Here’s my secret
To answer these questions and help you plan scalable marketing campaigns, I decided to lay out the 4 essential steps to create and send out ad hoc campaigns.
- Start by establishing a clear marketing strategy. Collecting quality data will be key to carrying out your strategy.
- Build your promotional plan, taking into account all internal and timing constraints.
- Now let’s get down to business: it’s time to focus on creating the texts and images for your campaigns, and getting them validated.
- Finally, all that remains is for you to intelligently target your audience and prepare to send your communication. This is where Tinyclues comes in️ 🙋♀️
I. Define a clear marketing strategy
The success of a scalable marketing campaign depends on your ability to offer your user base:
- Truly relevant information,
- on the right channel,
- and above all, at the right time.
If you have a large amount of data, use it intelligently to maximize your opportunities and convert as many customers as possible.
To do this, Tinyclues has developed a set of features that will allow you, dear marketers, to have a real-time vision of the affinity between your catalog and your audience and launch truly scalable marketing campaigns.
The Tinyclues tools 🛠
Two essential questions that can be answered by the insights and analytics tools available on our platform:
- Is this current offer generic or niche?
- How much income has been generated by this category so far this month?
The answers to these questions are key to supporting your marketing strategy and satisfying your Category Management team.
But not only that.
Make your graphic designers happy
Your creative team will also benefit from these insights to rethink how they approach future communication designs and product launches.
Make your boss happy
After deploying your strategy, you can ensure the results aren’t lacking by analyzing all the performance indicators available on the platform.
II. Building your promotional plan
Once you have defined your strategy, the next step is to build your promotional plan.
For many of our clients, unfortunately, the promotional plan often stays the same year in and year out. Without the right tools, it can be difficult to restart a new plan.
What topics should we push next month?
Is it worth it to create a specific newsletter for our niche offers?
How can we send relevant and personalized content to a large number of customers?
To effectively orchestrate your promotional plan, it is essential to push the right offers by asking the right questions:
- Which offers complement each other well in the same communication?
- Which ones, on the contrary, should not be pushed in the same communication?
If you are looking for complementary offers, your goal should be to optimize your marketing fatigue.
“Fatigue management“, that is, balancing how many communications you send, and how often, is a fundamental element of any marketer’s strategy.
It ensures a pleasant experience for your contact base and avoids unsubscribes.
On the Tinyclues platform, you will find elements to analyze this pressure and guide your future campaign decisions.
III. Guiding the creative work
Your promotional plan is ready and validated 🎉
Now it’s time to move on to creating the images and graphics for your communications.
Some of our clients have a creative team dedicated to creating graphics for their communications. Others decide to use no-code tools to build their templates.
How you do it is up to you.
Each solution has advantages and disadvantages.
- A dedicated creative team often allows more originality, identity and freedom 🎨
- Conversely, choosing to use an e-mail builder often saves time by freeing yourself from technical difficulties.
Whatever the creation strategy you choose, don’t forget to make your creations responsive.
All your emails, designs and images must be easy to read on a mobile device.
It is estimated that today, between 50 and 60% of emails are read on mobile devices 🤳🏼
IV. Targeting and sending like a pro
The last step in developing scalable marketing campaigns is targeting and sending your campaigns.
It can be beneficial to increase the number of your campaigns if, and only if, they are addressed to the right customers, at the right time.
For successful targeting, several elements must be taken into account:
- appeal of your products to your customers: you will find this information in the “Efficiency Map” of your Tinyclues platform.
- rate of overlap between your audiences: our “Audience Mapper” shows you the percentage of similar audiences for two different products.
In the case of audience overlap, if you observe a high percentage of overlap between two offers, they may be good candidates for the same email, as they complement each other. If the offers cannot live in the same email, it would be smart to send them some time apart.
On the contrary, in case of weak audience overlap, shown in the blue areas on the graph, you will know that two products do not interest the same people. We then advise you to create two different campaigns and in this case, no risk to send them on the same day.
To facilitate sending campaigns, Tinyclues has developed connectors with several email service providers (ESPs), such as Salesforce Marketing Cloud, Adobe Campaign and others 💪
You can find your exported Tinyclues audience directly in your ESP when you create a campaign.
Work smarter, not harder!
It’s impossible to anticipate all the changes that can occur spontaneously and disrupt your campaign planning.
Nevertheless, by following the few points detailed above, you can succeed in effectively structuring scalable marketing campaigns and anticipating the increasing number of emails you will send.
With the help of your data or CRM teams, you may even be able to automate certain actions to increase efficiency and scale the automation of your CRM programs.
Now, it’s up to you to do the work.