Planning and Preparing Marketing Activities

This topic explains Planning and Preparing Marketing Activities

Before executing a marketing activity, you need to enter its details and create any necessary documents and records:

1. Determine how you wish to contact your customers or prospects:
   • Mailings: Letters, e-mails, faxes or SMS can be created automatically within the scope of the marketing activity.
   • Telephone: Activity records are automatically generated and can be edited by telemarketing staff.
   • Combined channels: The customer/prospect is contacted using their preferred channel.
   • Survey: A questionnaire is sent by e-mail and the answers are automatically saved in Aurea CRM. The survey is filled out by the appropriate rep if the survey is carried out by telephone.
2. Create the target group using a query, see Queries.

   You do not need to define a target group for follow-up activities and published adverts: These target groups are built up manually later. The target group created for a follow-up activity contains those customers/prospects that responded to the previous activity in a specific manner.

3. Determine which labels should be used for letters. A label determines how the address and greeting in a letter are formatted. You can enter a general label when defining the marketing activity or enter a specific label for each person. For more information on labels, contact your administrator.
4. Determine which database fields you want to merge with the text of the letter or e-mail.
   Note: The document templates in Aurea CRM web already include a number of database fields, see Adding and Editing Templates. If you require additional fields, contact your administrator. Your administrator can define transfer fields that you can select for marketing activities.
5. When planning e-mail campaigns, verify that e-mail addresses have been entered for the recipients in the target group.
   Note: Aurea CRM web only supports sending e-mails via SMTP within the scope of marketing activities.
6. In order to send SMS, your administrator needs to define SMS settings. For more information on the format of a message sent via SMS, contact your administrator.
7. When planning surveys (via telephone or e-mail), you need to add a questionnaire, see Defining Questionnaires.