Bjoern Sjut shows a dozen tricks and tips to push you from just sending email newsletter to implementing highly automated CRM – but on a low cost infrastructure. From eye openers on subject line and send time to leveraging post view tracking in emails to understand what mails convert beyond the click. From simple tricks in email template setup to leveraging external data sources like weather data for marketing automation. Bjoern will ensure that all tips are practical – showing real life applications – and present quick wins you can implement tomorrow alongside practical insights on how high end CRM implementations are done – and how you can find a very cost efficient route to leverage its potential.

1. HIGH END CRM ON A LOW
COST INFRASTRUCTURE
Bjoern Sjut
bjoern.sjut@finc3.de
@followfinc3
facebook.com/followfinc3

2. WHAT DOES HIGH END CRM MEAN
ANYWAYS?

3. HOW TO WRITE AN
EFFICIENT HAPPY
BIRTHDAY MAIL (AND
WHEN)

4. IS THIS A GREAT HAPPY BIRTHDAY
EMAIL?

5. RULE #1: BE RELEVANT; BIRTHDAY
EMAILS
ONLY TO PEOPLE WHERE YOU
WOULD CARE
Your Email
Platform
Firstname,
Lastname,
Birthday
Trigger an automated
email
2 days after the birthday
during recipient office
hours
From address: Your
personal
work address.
Leverage at least your
founders’, if not your
management team’s

6. THIS IS THE MOST EFFICIENT
BIRTHDAY EMAIL I’VE SEEN, BASED
ON ACTUAL REVENUE
Hi [FNAME]
If I remember correctly, it was your birthday recently – and I wanted to send my best regards!
As I’m building platform [WEBSITENAME] currently, I thought: You might enjoy a
[VOUCHERFORTHEPLATFORM]
At [WEBSITENAME] we’re doing _____________________________________________________________
How does that work and how do you get your voucher? It’s easy
•Instruction 1
•Instruction 2
•Instruction 3
Could I ask you one favour? Can you give me a little feedback after you’ve tested it? What did you like,
what didn’t you like? How did you enjoy [FEATURE X]
Your feedback would help us a lot to be even better on your next birthday.
Cheers, Bjoern

7. WHAT ARE NEW CREATIVE
TRICKS?

8. YOU CAN LEVERAGE EMOJIS AND
SPECIAL UNICODE CHARACTERS
TO DRIVE ATTENTION

9. WHAT ARE THE MOST USED
EMOJIS?
Source: MailChimp http://apps.timwhitlock.info/emoji/tables/unicode

10. USE ANIMATED GIFS IN EMAILS TO
INCREASE CTR
A lot of email clients display
animated GIFs by now
Other email clients default
to the first frame

11. ENGAGE USERS IN NEW WAYS – WITH
LONG IMAGES THAT LOAD
AUTOMATICALLY ON IPHONES

12. ENGAGE USERS IN NEW WAYS – WITH
LONG IMAGES THAT LOAD
AUTOMATICALLY ON IPHONES

13. HOW CAN YOU MEASURE IF
ALL OF YOUR NEW CREATIVE
TRICKS ARE WORKING?

14. DO YOU THINK CTR IS A GOOD
MEASURE OF YOUR CRM ACTIVITY?
Converting users
Website
Users
Email
Clickers
Converting users
Email
readers

15. WHAT INGREDIENTS DO YOU
NEED?
An individual tracking image in each mail
An Analytics platform that allows userIDs (e.g. Google Analytics, Mixpanel)
Consistent userIDs in your email system and your web analytics tracking

16. THEN YOU CAN ANSWER
QUESTIONS, LIKE…
How many people that read a newsletter, buy a product that’s advertised
in it?
Which email creatives convert better, based on everybody who’s read
them (doesn’t matter on what device)
What’s the real impact of a send-out: A/B test a user segment that
receives an email against similar users that don’t and compare cohorts

17. HOW DO YOU DO IT? WE’VE BUILT A
LITTLE TOOL FOR YOU
If you use MailChimp and Google
Analytics, you can go to:
http://www.finc3.de/google-
email-url-builder
This will allow you to generate
the tracking images to include in
your MailChimp campaigns that
can be tied back to conversions
in Google Analytics later.

18. YOU CAN THEN SEE YOUR
OPENINGS DIRECTLY IN GOOGLE
ANALYTICS
Numbers will deviate, as Google Analytics will count every
of the email as a unique event
=> Unique events in Google Analytics are the number of s
that contain a certain event, unfortunately not unique use
these.
The data can now be used to tie together with conversions
advanced segments
If you don’t have a login (UserID), you can use CID values
in the email marketing platform (e.g. during subscribing a

19. GET A DEEP
UNDERSTANDING OF YOUR
EMAIL DATA

20. PULL IN YOUR CRM DATA INTO A
CLOUD BASED BI ENVIRONMENT
PowerBI is Microsoft’s business
intelligene offering.
It is extremely aggressively
priced with “0 USD/month”
You can use it to pull Analytics
data out for MailChimp, Mandrill,
Marketo and other CRM tools.
The main advantage: You can use
your email data in conjunction
with other metrics from your
organization (e.g. Google
Analytics data).(there’s a 9 USD/mth premium version)

21. YOU CAN USE THE FREE WINDOWS
SOFTWARE “POWER BI” DESKTOP TO
GENERATE COMPLETELY CUSTOM
REPORTS

22. OR JUST GO TO
WWW.POWERBI.COM AND
CONNECT MAILCHIMP ONLINE

23. THIS MAKES IT A LOT EASIER TO GET
AN UNDERSTANDING OF LONGTERM
CAMPAIGN TRENDS
+ You can tie almost
all campaign data to
other business data
sources (like your DW
database, Google
Analytics, whatever)
(Use Power BI Deskto
to build the data mod

24. SEND EMAILS BASED ON
WEBSITE OR APP
BEHAVIOR

25. THAT’S EASY WITH BEHAVIORAL
EMAIL
Capture
activity
Trigger email
template
Measure
impact

26. A LOT OF WAYS TO SEND EMAILS
BASED ON BEHAVIOR – HERE’S
ONE:
MailChimp Goal
1) Implement a little Javascript on
your website
2) Trigger emails based on
visited URLs
=> Disadvantage: works cookie-
based, so only on the same
device and only for people that
clicked a campaign within their
cookie lifetime.
=> Protip: You can use “GOAL”
via the MailChimp API

27. THESE EMAILS WORK GREAT FOR
FEATURES THAT AREN’T USED OR
ARE UNDER-USED
Example #1 (image):
iOS users on the website, but
user hasn’t installed mobile app
yet. Gets a download and feature
explanation via email.
Example #2
Software as a service company:
Users look into a certain feature
(URL called) but don’t start to use
it yet (conversion URL not called)

28. IF YOU REALLY NEED TO GO DEEP
INTO SEGMENTATION – YOU CAN USE
AN ANALYTICS PACKAGE TO TRIGGER
EMAILS (E.G. MIXPANEL)

29. SEND AUTOMATED EMAILS
BASED ON SHOPPING
BEHAVIOR

30. DID YOU KNOW THAT YOU CAN PUSH
PURCHASE DATA INTO EMAIL-
MARKETING PLATFORMS LIKE
MAILCHIMP?

31. YOU CAN TRIGGER ALL KINDS OF
EMAILS BASED ON DATA
COMBINATIONS
 Post purchase lifecycles
 Ask if customer is satisfied
 If so: Ask for positive rating on customer review
site
 Send emails with usage instructions (video content)
etc. to share
 Trigger second purchase with voucher if
no 2nd purchase after 3 months
 Category news
 Built automatically populated mails with
new and populare purchase items (based
on feed data) for buyers of a certain
category
 Repurchase reminders
 Individual flows for products that get
used up (e.g. razorblades, perfume, etc)
 Send repurchase reminders based on
estimated usage time

32. PURCHASE DATA DRIVEN EMAIL
TEMPLATES CAN POINT OUT
INDIVIDUAL PRODUCTS OR GIVE
DISCOUNTS TO GRANULAR SEGMENTS

33. THE CHEAP POWERFUL
CRM CHANNEL (ALMOST)
NOBODY USES YET

34. DO YOU KNOW THIS MESSAGE?

35. USERS WILL IN THE FUTURE RECEIVE A
BOTTOM RIGHT PUSH NOTIFICATION, IF
THEY ACCEPTED THAT – ANYWHERE
THEY ARE SURFING AT THAT MOMENT

36. IF YOU DON’T WANT TO IMPLEMENT
IT YOURSELF, THERE ARE A
NUMBER OF LOW COST VENDORS

37. SO… LET’S SUMMARIZE
New creative levers
(animated GIFs, long
imgs, Emojis, delayed
birthday mails)
New way to track and
identify what works (free
BI integration, post view
tracking of emails)
New ways to send out
CRM (on-site activity, web
hooks, purchase data or
push notifications)

38. THANK YOU – AND BE IN
TOUCH
Bjoern Sjut
bjoern.sjut@finc3.de
@followfinc3
facebook.com/followfinc3