As I said in a previous articleThere are many tools to send marketing campaigns. And all of them make the same data promise: "We centralize customer data to have a 360° view
One of the questions that often comes up when talking about tools is: "Can we dump all types of data into it?"
To answer this question, let us first list the data required to your eCRM strategy because we at Badsender cannot repeat it enough:
"You shouldn't choose a tool based on its functional richness, but on your actual needs."
We ourselves
And let's remember a 2ème thing :
"Data is only of interest if it is actionable and useful for marketing or business purposes."
Still ourselves
Overall, there are 5 types of needs (which you can find in our White Paper/Benchmark on marketing campaign management tools
You may be at the beginning of your emailing/eCRM strategy and you are currently only collecting data from your newsletter registration form such as first name, last name, email address, date of birth or postal code or maybe even interests.
> We can think here that the tools proposing a single-table model can be largely sufficient for your marketing strategy.
Are you an e-merchant? You have a transactional site? In addition to your profile data, you want to keep track of your transaction data such as purchase dates, amounts, product descriptions and product images. You want to be able to personalize your messages by recommending products based on previous purchases.
> For the time being, here you can exclude tools with a single-table model. There are tools with a multi-table model that are specialized in the E-commerce/Retail sector.
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You are neither a merchant nor a retailer. Nevertheless, your activity leads you to collect leads that will be converted later by another device like telesales. To qualify these leads, you set up download forms, profile qualification forms and satisfaction questionnaires. You naturally want to collect the data entered in the forms, the answers to the satisfaction questionnaires and also know if the forms or key web pages of your website have been visited, when and by whom. You want to be able to qualify the generated leads, assign them a number of points and transfer the 'hot' leads to a sales-oriented CRM platform.
> There are tools that have lead scoring features. And there are some that are specialized in BtoB if that is your sector of activity.
Your activity relies on a specific information system and you need to be linked to a subscription management tool, a donation management tool, a customer repository, an ERP, a banking system, a remote content management tool, an inventory management tool, etc.
> There are tools that do custom set-up and therefore connect to all types of information systems.
Are you monetizing your database or do you want to take your emailing/eCRM strategy a step further? Would knowing your contacts' browsing history be a real advantage for you? Do you need to use 'hot' data from web browsing to follow-up with your contacts? We are not talking about visiting web pages such as shopping cart or payment forms or white paper download forms... We are talking about capturing browsing history (surfing) and matching it to an existing contact in your database (whose email address you have).
> There are tools that do on-boarding 'email-cookie'. This means that they will enrich the contact's profile with the browsing data from the cookie. This way you collect "hot" data and the personalization of messages is very effective.
There are therefore a large number of solutions on the market. But by putting your needs and the specificities of the tools in parallel, we quickly arrive at 3 or 4 solutions to audit.
If you want to be guided to choose the solution that will best serve your eCRM strategy, do not hesitate to contact us !
Excerpt from White Paper/Benchmark on marketing campaign management tools.
This white paper/benchmark aims to explain how to choose your next eCRM campaign management solution. To do so, we have divided this document into 3 main parts:
- A focus on terminologies
- A benchmark of 15 solutions analyzed (Actito, Cheetah Digital, Emarsys, Expert Sender, Mailjet, Mapp, Marketing 1by1, NP6, NSP, Oracle, Probance, Selligent, Sendinblue, Splio, Sarbacane)
- The REAL criteria for choosing a solution