How to Align Email Campaigns, CRM Records, IP Targeting and Display Campaigns

Let me begin with a question for all you readers who work with email campaigns. What do you do with 80% of the people that don’t open your emails? Do you send a new wave of emails a few days later? Have you given a chance to align your email campaigns with Customer Relationship Management (CRM) Data and your Display Platform, such as a Demand-Side Platform (DSP)?

Yes, I know, that was more than one question. But still, these questions will help give you a better understanding of the topic I am about to discuss.

Email open rates of 10 to 20% are standard for most industries. This range of open rates usually leads to a 3 to 5% click-through rate. At this point, marketers tend to think about what they could have done to improve their numbers:

  • A stronger call to action;
  • A more efficient subject line;
  • Better timing to reach their audience;
  • More granular extraction of emails from their database or CRM.

Some marketers will expand into additional targeting options like mobile IDs on Facebook, or email matched segments on Google Adwords, Twitter, and Facebook. However, given that match rates are usually anywhere between 5 to 20%, these methods are far from being perfect to reach the full potential of their target audience.

I am not saying to stop building segments based on mobile IDs and emails (please, do continue!), but I would consider adding some additional layers to reach out to your audience. One approach that comes to mind is aligning your CRM with an email campaign platform of your choice. By integrating these platforms correctly, you can capture both email campaigns and IP address data during your next email campaign.

Allow me to demonstrate a very simple example of an alignment between Salesforce – a leading CRM – and an email campaign platform, Campaign Monitor.

Salesforce CRM and Campaign Monitor

Ideally, every time you send out a campaign, you want to synchronize your CRM and Email in such a way that you are logging campaigns, email interactions, and list data into your CRM.

Salesforce CRM IP Tracking Example

In this scenario, they are collecting the IP address data of the recipient as the email message is being read.

Salesforce IP Tracking Using Email Campaigns Example

With this method, you can identify the user and retarget them based on IP addresses via a DSP. With this method, you can create a custom-tailored message to these individuals and launch a campaign when they receive another email which they do not open. This process creates an attractive opportunity for promotional campaigns when you reach out to high-value customers with customized messages.

Brand Messaging Using Email Campaigns and Display Ads

Our next example involves a company that is selling a product which has a particular update on a scheduled release. With this information, companies can anticipate the right time to advertise and reach out with both emails and display ads.

The fact that this data syncs with Salesforce – or potentially any other CRM – opens an excellent opportunity for dynamic ads that can be customized based on fields being passed on from the CRM. This variable placeholder on the add can include product or service names, special discount offers, customer names, or any other piece of valuable information. All this to make the creative as relevant and personalized as possible.

An extra word of advice, not all DSPs allow for IP address targeting. But if my memory serves me right, AppNexus and TheTradeDesk do provide this functionality. At the same time, IP data opens additional opportunities to discover geo-location data. If you have incomplete address data in one of your records, this could provide you clues for locating your customer.

My Last Thoughts

If you are running at scale email marketing campaigns using solutions like IBM Campaign (Unica), Adobe Campaign, or SAS, consider capturing IP address data. By doing so, it provides an opportunity to capitalize on future campaigns by launching parallel campaigns via display platforms.

About Munvo

Munvo is a leading consulting firm helping clients improve their marketing capabilities through a combination of technology implementations, management consulting and marketing run services. In addition, Munvo Lab develops products and connectors for Adobe, SAS, and Unica Marketing Solutions.