Use case: A marketing executive needs to send a targeted message to a group of Contacts associated with Accounts. Attempting to pull the Contacts individually or via a complex query could lead to inaccurate or incomplete results. Since the message needs to hit all Contacts within a specific company (i.e. Account) there is no room for error.
Although the message itself will be a “mass email,” it needs to appear as if it’s being sent by a specific member of the sales team. The desired outcome is for each Contact to receive a personalized email from their established Account Manager.
Action: Using VerticalResponse for AppExchange the marketing executive can query their salesforce.com data to build a list from specific Accounts in order to extract all the Contacts associated with each organization. In addition, since the mass email will be personalized by fields such as “Account Name” and “Owner First/Last Name”, they can include these fields on their compiled mailing list.
Benefit: Enhanced query logic with VerticalResponse for AppExchange results in highly targeted mailing lists, which can lead to boosts in overall campaign response rates.
Use case: A salesperson needs to send a mass email (approx. 4,500 Leads) at the end of each month to prospects who’ve signed up for a webinar series. Within their salesforce.com account they have a customized email template that provides detailed instructions for accessing the webinars and FAQs.
Action: Due to the size of their mass email list, they are unable to send the message via salesforce.com so VerticalResponse for AppExchange is a perfect alternative to handle the blast. Rather than recreate the saved email template that already exists, the salesperson can seamlessly import the content into VerticalResponse and attach it to the mass email list they’ve created.
Benefit: Many salesforce.com orgs have complex folder systems that house saved mail templates for a wide range of business processes and being able to seamlessly transfer this content into a true email service provider results in a hassle-free mass emailing process.
Use case: A Marketing team sends a mass email to all Contacts in their org touting an upcoming software product. Each salesperson is then responsible for following up with their specific Contacts via phone to capture their initial feedback to the new product.
Action: The salesperson does not want to enter into a “cold call” situation and ideally wants to see how the Contact responded to the email newsletter. By viewing the VR Email History, the salesperson will be able to see if the Contact opened the email, clicked on any links, unsubscribed, bounced or performed no action.
Having this information on-hand before the call allows the salesperson to structure their “pitch” accordingly. In addition, being able to view a copy of the exact email the client received gives the salesperson the opportunity to see the message through the eyes of their customer.
Benefit: Displaying detailed email response data on the individual record gives a salesperson instant access to the behaviors and trends of their Leads & Contacts. From a CRM standpoint nothing could be more valuable.
Use case: A marketing team has been tasked with cultivating new business from Leads and Contacts that have been stagnant for over 6 months. The first area they visit within salesforce.com is the Reports tab so they can isolate a set records based on some type of defined criteria.
Action: Since the Leads and Contacts within this salesforce.com account are consistently emailed with special offers and discounts, running a custom report to see all of the bounced email addresses from the last 6 months will give some insight into the customers they may have lost touch with over time.
The marketing team can aggregate all bounced addresses originating from the sent emails or simply select a subset of the returned results. They have a few options in terms of how they can proceed ranging from individual phone calls to using the “Add to Campaign” feature of salesforce.com’s Reports tab.
The latter enables the marketing team to append these bounced records to a new salesforce.com Campaign, which gives them an opportunity to reach the Leads & Contacts with a new form of mass communication. In this example, sending a direct mail postcard to the bounced email addresses would be a way to reestablish contact that was lost over time.
In addition to the VR Email reports, custom dashboards provide another means of displaying real-time email response data. Dashboards are built from the custom reporting served by VerticalResponse and they can be configured to display in multiple areas within the salesforce.com org.
Benefit: While the example above focuses on bounced email addresses, the same process can be followed for other email metrics such as opens, clicks, unsubscribes and non-responders.
Running custom reports and creating custom dashboards (broken out by specific email campaigns or specific date ranges, etc) allows the salesforce.com user to quickly initiate follow up campaigns that will: (a) capitalize on a newly exposed business opportunity or (b) address a newly exposed flaw in their business process.