Permission Profiling Database Exchange for Cross-Touch Point Customer Management Smart PersonalizationTM Self-serve Campaign Management Real-time Tracking and Reporting Email Processing Fast Implementation and Best Practices Built-in eProspects Email Relationship Management Drive Your eBusiness with Email Businesses are using email marketing to develop more meaningful relationships with their customers by sending email that is relevant and timely. In just a short time, email marketing has evolved from an indiscriminate mass email distribution system to a highly targeted and customized approach that is generating record results. No other medium is as immediate, easy to use or inexpensive to implement. ClickAction Email Relationship Management (ERM) 5 provides your organization with the ability to send email campaigns that help you to grow, retain and maximize the lifetime value of your customer. Features such as expanded content merge, smart rule-based targeting and advanced database exchange capabilities enable unprecedented response rates that are not achievable through traditional forms of direct marketing. ClickAction understands the power of permission-based email and works closely with you to develop campaigns that work. With ClickAction's sophisticated technology you will achieve high response rates, high conversions to sales and improved customer loyalty. Go to Top Permission Profiling Filling email in-boxes with unwanted email is a sure way to upset potential customers. Instead, use ClickAction ERM 5 to gain an understanding of your customer's interests, through the opt-in profile screen, and then send email messages tailored to their preferences. Profile Screen The ClickAction ERM profile screen, which appears as an interactive survey on your Web site, enables the subscriber to provide demographic information such as email address, name, mailing address, gender and more. The subscriber can also express an interest in specific product or service categories. For example, if you sell clothing, the subscriber can request to receive information on suits, dresses, neckties, winter fashions and/or sale items. Placed in strategic locations on your Web site, the profile screen is 100%customizable to the look and feel of your company's Web image and branding. After a subscriber submits their profile information they receive a welcome email to confirm their profile data. Each email message contains a link where subscribers can easily change their subscription preferences or request to be removed from future mailings. Profile Database The Profile Database stores detailed information on each subscriber including: offers they received, response to offers, type of product and service information they subscribe to, email address, first name, last name, mailing address, phone numbers, gender and income. It also stores source information so you can track and target where each person entered the system. The robust capabilities of the Profile Database enable unprecedented control over your email campaigns. Data captured from the profile screen and imported from legacy databases is stored in the Profile Database for campaign targeting, segmenting and reporting Go to Top Database Exchange for Cross-Touch Point Customer Management Our expert client service team can work with you to integrate ClickAction ERM 5 technology with in-house systems, making the process of combining your databases effortless. Using ClickAction ERM 5, you can collect data from in-house data mining operations across multiple channels such as online, call center or in-store transactions. Web-based data exchange tools are provided to easily map and import data from legacy systems. You can easily import existing customer data via a client accessible user interface. Within 24 hours you will have access to your newly imported list and can begin sending targeted, personalized emails. This process allows you to easily combine legacy data with profile information in the ClickAction ERM 5 database. When you import files you can add a source name for data tracking and for use with the rules engine. With the source name you can organize profiles as you import them for later tracking. The source name is used to identify both the uploaded data file as well as the source of the uploaded subscriber profiles for enhanced targeting. For example, you can assign a source name such as "anniversary buyers" or "celebration bouquet buyers" to a segment that you would later target in a specific offer. Your imported data is automatically verified for common errors such as bad email addresses, data mismatch, invalid characters and repetition. This process helps to ensure the database you are using is accurate and clean. It is also possible to export data from the ClickAction ERM 5 Profile Database. You can easily access the profile data for reporting or merging with other data. Go to Top Smart PersonalizationTM Knowing your customer and managing your Profile Database is key to establishing an effective eMarketing program. Using the ClickAction ERM rules engine and content merge feature you can build an in-depth profile of each customer's interests, demographics, or email campaign responses so you can establish a one-to-one dialogue. Rules Engine A powerful rules engine is the brain of ClickAction's ERM targeting and exporting capabilities. Rules are used to tie together information in the Profile Database such as: name, email address, customer lifetime value, click-through frequency and ZIP code for advanced targeting. You can target highly specific segments of your customer base by selecting segment profiles from any fields within the database with Boolean descriptors -"and", "or", "but". Below are examples of two target segments, one simple and one complex: Simple Target Segment Complex Target Segment Interest = office supplies ZIP Code range = 94300 to 94800 Profiles found = 23,128 Interest = office supplies Interest = new products Company size = over 5,000 employees Click-through average over 10% Most recent purchase over $300 Location = western region Sweepstakes entrant = yes Has not received an email in 1 month Profiles found = 1,341 The natural language of the rules engine makes it simple to use and understand. The rules engine translates your instructions so you know you've built the rule properly. For example, after creating a rule you would see a preview that might say "Generate a list of profiles who have subscribed to the category "Office Supplies" and live in ZIP Code 94300 to 94800." You can save rules for quick reuse in targeting an offer or exporting a segment of your database. Event Modeling The rules engine also allows you to create sequenced email campaigns - emails that are "triggered" by previous emails. For example, you can deliver a message to a target segment of users based on everyone that clicked on a previous message. Content Merge Sending personalized emails that greet customers on a first name basis and deliver information they want is vital to building customer loyalty. Through a new content merge feature you have the ability to create one-to-one personalized offers with content relevant to each subscriber. For example, the following copy: "Hello (@FirstName), We have a special offer for people who live in (@State) and bought (@Purchase History2) for (@Purchase History3) last year. Would you be interested in (@Offer4) this year? Would generate this offer: "Hello John, We have a special offer for people who live in California and bought the celebration bouquet for Valentine's Day last year. Would you be interested in a dozen red roses for $89.99 this year? This feature is available when sending a newsletter or HTML offer. You can also use the same function to merge data into a defined URL to personalize your customer's experience by identifying them by name when they visit your Web site. Inbox Sensing ClickAction ERM has a built-in HTML Sensor that automatically detects whether the email recipient can view HTML emails. The system logs this fact and with explicit data gathered from the profile screen, builds a database of text vs. HTML capable subscribers. The next time an email is sent to the subscriber, the system will automatically route the appropriate format to the email recipient. Go to Top Self-serve Campaign Management Take control of your email marketing campaigns using our intuitive ClickAction ERM Web interface. Through the ClickAction ERM campaign manager you can create and manage personalized text, HTML, rich media and ClickForward ™ email campaigns. Easy-to-Use Message Templates Choose from several pre-defined offer templates for a fast and easy way to create compelling email messages every time you communicate with your subscribers. Text Template Text email is a very effective way to communicate with customers and prospective customers. All email recipients can display text email messages, ensuring your message is readable. If you create multiple text offers, ClickAction ERM will automatically combine them into a single email message, saving you money and ensuring that your subscribers don't receive multiple messages on the same day. This reduces the possibility that your audience will unsubscribe due to over communication. Each text offer contains a single, trackable URL.Tracked URLs allow you to know when a subscriber has responded to your offer by clicking on a URL in the body of the email. Newsletter Template The Newsletter template allows you to send large amounts of information or multiple offers to your customers in a single message. A Newsletter is a text offer that can track up to ten unique URLs. Newsletter email messages are never combined with other email templates. HTML Template HTML email messages are a visually compelling method of communicating with your customers and typically result in higher response rates and increased sales when compared to text messages. You can use the HTML template to send an email message that looks just like your Web site or print advertising. This message can incorporate branding elements, color, fonts, type styles, photos and other visuals from your existing marketing efforts. Streaming Audio and Video Make your message even more compelling with streaming audio and video powered by RadicalMail.You can also include custom purchase forms in an HTML email giving your customers the option to buy within the email, or click through to your Web site. ClickForwardTM With ClickAction's ClickForward capabilities subscribers can forward campaign messages from friend to friend, allowing each recipient to opt-in for future correspondence. ClickForward messages, powered by RadicalMail, can be tracked as easily and effectively as the original message, including the number of messages forwarded, who the emails were forwarded to and whether the recipient opened the forwarded email. Offer Testing Testing headlines, titles, offers and ad copy is the key to success in direct marketing. ClickAction ERM 5 contains test templates for both text and HTML messages. You can design four different offers, promoting the same item to your customers with different headlines, pricing or message copy. Each message is sent to a small percentage of randomly selected subscribers from the list you wish to target. The response to the URLs embedded in each test offer is tracked and reported separately. Once you determine which message generates the best response, that message can be sent to the remainder of the list. Go to Top Real-Time Tracking and Reporting Instantly retrieve and analyze campaign results through our Web-based tracking and reporting system. The reporting section in ClickAction ERM 5 allows you to immediately measure the results of your campaign. These results can be used to fine-tune your customer knowledge and improve future email communications. The ClickAction ERM 5 reporting feature records each message sent to your subscribers. If the recipient clicks on a tracked URL in your message, ClickAction records that response. Customizable Reports An Email Reports Summary displays every active and expired offer sent, total number of email messages sent in the last day and seven days, total number of email messages sent and the response rate since the campaigns were started. A detailed report can be generated with specific information related to an individual campaign. This report contains: total messages, total responses, response rate, total bouncebacks, bounceback rate, categories selected and relevant campaign notes. You can use this data to follow-up with customers who responded to an email offer, or to complete a test campaign. Both reports can be customized. Go to Top Email Processing ClickAction ERM handles all email processing and is scaleable to your needs. Whenever you send outbound email messages, you will receive a variety of responses from your subscribers. These may be simple auto-reply messages when someone is out of the office or more complex replies from your customers asking for more information. Our service includes a built-in rules-based system that acts on messages by analyzing keywords in the message. Emails that require a personal response, such as a request for more information, can be routed to your Inside Sales, Customer Service departments or any email address in your organization that you designate. You may also receive returned email messages from Internet servers known as "bouncebacks." This happens for a variety of reasons: users might switch email addresses, companies change their domains, or Internet Service Providers may go out of business. ClickAction can automatically remove the email addresses that generate bouncebacks from your lists. Therefore, your team doesn't need to handle this process manually and your messages are sent only to valid email addresses. Go to Top Fast Implementation and Best Practices ClickAction works with you to find the solution that is right for your business. ClickAction ERM 5, an application service that is fully managed by ClickAction, offers the best solution for getting you up and running fast. ClickAction Enterprise ERM is available if you want a fully integrated eMarketing solution that is maintained and controlled by your organization. Our 100% Java application platform enables flexibility and easy integration with legacy databases, commerce platforms, call centers and other Web applications. We realize you have tight deadlines and it's important to have a team you can rely on. Our skilled client services team is available to help you throughout the process, from planning your eMarketing strategy to developing your campaigns and analyzing your results. We also have an expert technical team that can help with ClickAction Enterprise ERM integration. Go to Top Built-in eProspects Finding targeted prospects and driving them to your Web site is critical to the success of any company doing business online. ClickAction ERM 5 allows you to target prospective customers and send them email messages to promote your products and services. You can select new prospects from a database of over 6 million unique consumers and businesses that have explicitly requested to receive email on a variety of topics. The eProspects database is continuously cleaned and updated with new email addresses so that you receive the most accurate and up-to-date information. Go to Top