eCRM

We'd like to tell you about making eCRM - or if you prefer, eDM - work harder. In these few pages we'll show you one or two examples, and share one or two results.

We'll also briefly talk about how we manage campaigns, how we create strategies that produce brilliant results, and how Underwired can help you to build unshakeable relationships with your customers.

Immediacy, intimacy and integration

Today's digital society means most customer contact - interactive customer contact - requires immediacy of response to ensure continuity of relationships. It's a key strategy in a competitive environment where customers are more ready to switch than ever.

Immediacy also means you can address tactical business needs: shifting inventory, promotions to support outlet-level demands (with different executions based on location, for example), or tactical response to opportunities and threats.

Underwired believes that CRM needs to be centred around those channels that give you immediacy and cost effectiveness - email, web and mobile - as part of your wider marketing strategy.

So we have extremely efficient processes for dovetailing with DM and advertising agencies, data agencies and media buyers. It puts eCRM strategy at the heart of your relationship marketing.

And does it work? Well, yes. The 26:1 ratio shown on the home page is an indicator of something we've been concentrating on for a few years.

Return on Investment

We've been planning, producing and managing the Virgin Holidays eCRM programme since 2003, using tailored emails and promotions to build relationships. It means we can cross-sell to existing customers or convert those who've requested a brochure but not booked a holiday.

Last year we sent around five million emails in forty strands, based on family make-up, previous behaviour, event triggers and tactical holiday sales requirements. Customers are delivered to personalised, relevant landing pages and loyalty websites, where they can make decisions about their next holiday.

In 2006, averaged across the whole year, the two main campaign strands delivered Virgin Holidays a return on investment of 26:1 and 14:1 respectively.

eCRM doesn't have to be dull

In fact, the more creative it is, the more engaging it is. It takes great understanding of how brands work; how you engage your customers, what makes them respond best, and how to cut through the clutter of a zillion emails. So you need compelling campaigns.

Take the programme we've put together for Nickelodeon (aimed at young viewers) and Nick Jr (the parents of even younger viewers). We've built in activities for parents to do with their kids, right into the email (in the example on the right it's characters to colour in).

It's engaging, and useful, and in a fragmented media market, it's designed to encourage brand loyalty.

Very good company

We started investing in eCRM in 2003, when we built our own segmentation tools; in 2004 when we hired the planner behind Tesco's eCRM strategy; and last year when we hired LIDA's Employee of the Year, helped define eCRM in Wikipedia, and hired leading CRM planning director Pete Anderson, formerly planning director of Saatchi & Saatchi, Publicis and Agency.com. At the heart of everything we do, our planning really is second to none.

Underwired's standards are extremely high. Our clients demand it - Peugeot, McCain Foods, Nickelodeon, News International (Sun Bingo, Dream Team fantasy Football, The London Paper, BrandAlley), Philips amBX, New Media Age and AAR.

We're exceptionally process-oriented. Because we're sending so many streams, regular and tactical, ad hoc and responsive, we have to get it right every time.

This rigour means we can get it right first time, every time. Our first email for Peugeot, launching the new Peugeot 308, was the most successful they've ever sent, with a click-through rate of just over 42%.

Depth

We work with you to understand your brand, your commercial goals, and your customers. We work closely with your other agencies to understand creative strategy. We employ heavyweight data planners to get under the skin of your data, and we develop acquisition campaigns to generate fresh leads.

Then we create a strategy for the careful introduction and long-term blossoming of your eCRM programme.

From strategy to delivery

We do the creative - from concept to content, we manage production, data handling, and testing.

We manage delivery through our roster of trusted Email Service Providers, who work to Service Level Agreements defined with our clients.

Then we analyse the results. We feed the knowledge gained back into the strategy, and we hone, refine, test and improve. We help build a 360° view of each customer segment, which in turn informs long term marketing strategy. In essence, we view eCRM as a means to make sure our clients invest in known returns whilst building more productive and defendable relationships.

Invest in the returns

We have unparalleled experience in eCRM, for consumer brands, B2B and charities. We take charge of the strategy, planning, creative, production and management. The eCRM programmes we manage produce phenomenal commercial results. We'd like to think we're pre-eminent in our field, but don't take our word for it, ask experts like AAR.

Or Revolution magazine - in January's annual survey of agencies, Underwired came fifth overall for generating ROI for its clients.

We love sharing our experience. We love creating eCRM programmes and email marketing campaigns that are engaging, productive and profitable. We're passionate about building unshakeable relationships, for our clients, and with our clients.

We'd like to build one with you. Please use this contact form, email us or give us a call.

020 70 600 400