CRM Strategy to control marketing contacts, improve mailing performance, and save team management hours through automation tasks.
Case:
In August 2023, Kriptos faced the challenge of managing its database contacts to differentiate between marketing and non-marketing contacts. This would have a direct impact on their email performance and manual task adjustments to avoid increasing their allowed contact limit in the CRM.
Goal:
- Keep marketing contacts up to 95% of the allowed contact limit.
- Maintain email delivery rates within the allowed benchmark range of 92-94%.
- Increase CTR & CTOR indicators by 15% compared to 2022.
Solution:
Design an automation strategy to control the allowed marketing contacts.
- Design and create control workflows for the active marking of marketing contacts.
- Design and create control workflows for the active unmarking of non-marketing contacts.
- Create and adjust reports and dashboards to allow real-time visualization and control of contact behavior.
- Maintain exclusive contact lists for communication with strategic contacts.
Execution:
A real-time automation workflow was built to unmark marketing contacts when: they did not have a valid email address, their hard bounce was associated with spam or non-existent users, or they opted to unsubscribe from the email list. This approach was estimated to save 8 hours per month in the review and control of non-marketing contacts.
For the active marking of marketing contacts, specific contact lists were created to ensure communication was only established with them. To maintain a real-time and live view of contact management, a customized dashboard was organized and personalized, including 6 reports on contact management.
Results:
23% increase in email performance CTR
32% increase in email performance CTOR
Email delivery rate around 96%
35% reduction in bounce rate
38% reduction in the number of contacts unsubscribing
8 man-hours saved in manual contact management
