Digital CRM | Training Course | IDM
  • You will learn to
  • Details
  • Course availability

You will learn to:

  • Effectively manage relationships with customers and communicate with them on an individual basis to establish, develop and maintain a successful relationship - including using behavioural and purchase data to inform your strategy and personalise campaigns
  • Plan strategic online CRM programmes with an understanding of eCRM key performance metrics
  • Common features of ESPs and marketing automation platforms and how to choose the best one to suit your needs
  • The technical aspects of marketing automation including behavioural targeting
  • Create a practical, actionable customer touchpoint plan (or 'customer journey')
  • Execute your campaign with robust rollout and testing strategies (including multivariate testing)
  • Make the most of online CRM as a way to integrate marketing activities

Course Categories: Customer Engagement, Email Marketing & CRM

See below for further course details and full programme information.

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1 day (7 CPD hours)

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Course availability

Start Location Member Non-Member Places Left  
21/09/23 Virtual classroom £400.00 £450.00 14 More info
Book Until
20 Sep 23
16/01/24 Virtual classroom £400.00 £450.00 15 More info
Book Until
15 Jan 24
01/05/24 Virtual classroom £400.00 £450.00 15 More info
Book Until
30 Apr 24

NB: Prices above subject to VAT

Course Information

Benefits of a successful eCRM strategy

  • 5 core elements of an eCRM strategy
  • Putting the customer first - making sure you know who you're communicating with and why

Choosing the right eCRM agencies and suppliers

  • 4 steps to choosing the right platform for your needs
  • Key ESP and marketing automation platform features you should be utilising
  • Overcoming barriers to successful eCRM implementation

Developing your eCRM strategy

  • Creating your customer contact strategy CRM customer journey planning - mapping key touchpoints
  • Choosing the right channels to include in your eCRM strategy

Understanding and managing your data

  • Conducting a data audit
  • Data and customer insights: understanding your customers
  • Using your data to create highly personalised campaigns- including segmentation, dynamic content, real time communications and AI

The core of a solid eCRM strategy: email marketing campaign execution & analysis

  • Planning successful campaigns
  • 3 best practice considerations
  • Ensuring the best results by implementing rigorous testing strategies

The technical side of email marketing: getting your emails to the inbox

  • The 3 core elements of sender reputation
  • The hidden metrics of deliverability
  • What to do when you see your delivery rates dropping

Understanding eCRM metrics

  • Defining the right CRM metrics for your business
  • ROI and attribution modelling
  • Post campaign analysis: analysing your results and identifying trends

This course is designed for senior marketing budget holders with overall responsibility for marketing strategy, CRM strategy and heads of digital, as well as marketing managers who are responsible for the planning, implementation and optimisation of CRM strategies within their organisation. This 1-day course will help you to develop a more effective and strategic approach to managing your customers with information applicable to B2C brands, B2B and not-for-profit organisations.

Natalie Rockall

Natalie Rockall is the founder of Eleven11 Digital Ltd and is a freelance email marketing specialist, providing email marketing consultancy and training to organisations within the UK and abroad.

She has over 16 years of email marketing and CRM experience in small and large organisations such as The Body Shop, Eurostar, easyJet, MORE TH>N Insurance and EDF Energy, to name a few. Having held email specialist roles in client side organisations Natalie has hands on experience of both creating email strategy and implementing the required tactics to achieve email success.

She has spoken at the Email Insider Summit Europe event and has judged at both the DMA and DotDigital Dotties Email Marketing Awards.

London (W1W 8SS)

Great day - lots of new ideas and confidence in marketing. A good overview of high level eCRM strategy. Great insight into planning and implementing email campaigns and then using the data

Alice Stuart
Head of Marketing and New Business, Capital Conferences

A very good starting point for any marketers launching an eCRM

Deborah Ficamos
Ecommerce Manager, Mirror Group Services

The course was really insightful and covered all aspects of CRM. It was a great refresher course.

Leanne O'Leary,
The Open University

Great course, very knowledgeable and enthusiastic teacher stimulating lots of ideas to bring back to the business.

Mark Gardiner

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