Week 1: CRM and Marketing Overview

Unit 6: Direct Mail Campaigns

Direct Mail Campaigns
Overview and business value
Plan Capture Qualify Convert
Create
Analyze Capture
Define Hand Over Opportunities
Market and Create Execute Responses Qualify Measure
Target Leads to Quotes
Identify Campaigns Campaigns and Create Leads Success
Groups Sales Orders
Potential Leads
Contracts

See Business Scenario Explorer in: https://help.sap.com/viewer/p/SAP_BUSINESS_BYDESIGN

Scenario Explorer Overview
This scenario helps midsize companies, for whom the
conversion of leads into opportunities is essential, to
control marketing and sales processes to shorten the
Scenario/Processes sales cycle.
SAP Business ByDesign supports you from the market
Business Value
development, campaign management, lead generation,
and lead qualification phases, through to the
Scenario Flow opportunity creation phase.
Further Information You can execute targeted campaigns to generate more
leads, shorten the lead cycle, improve the conversion
rate into opportunities, as well as reduce the cost of
sales and marketing.
© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ PUBLIC
Key Benefits
▪ Capturing, monitoring, storing, and tracking information relating to
customers, prospects, and partners to optimize contact management,
account planning, market segmentation, and relationship management
▪ Campaign management and response handling to allow follow-up
activities
▪ Streamlined lead and opportunity management to support the end-to-end
scenario
▪ Managing forecasts to ensure the fulfillment of sales quotas
▪ Microsoft Outlook integration to synchronize e-mails and capture
campaign responses, calendar entries, business partner data, and tasks
with Microsoft Outlook
▪ Built-in analytics and reporting lead funnel, opportunity pipeline, and win-
loss analysis
2
Direct Mail Campaigns
Campaign – Direct mail execution of responsive multi-language mailings

KEY MESSAGE
Design and send personalized and 1
responsive mailings directly from 3
SAP Business ByDesign 2
1. Design responsive mail
template in any third-party
design tool (e.g. Dreamweaver)
2. Add personalization attribute
placeholders (e.g. Name,
Unsubscribe link) and translate
it to the target languages
3. Upload it to ByDesign
campaign, define the subject 4
line for each language, and
select the default language
4. Send test message with test
data
5. Execute the campaign 5

© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ PUBLIC 3

Direct Mail Campaigns
Overview of configuration
2
Define e-mail settings

3
Mail generated by campaigns is sent
through SAP’s e-mail infrastructure.
1 To improve the delivery rate of the
Scoping: Select Direct Campaign mass e-mail, the system requires
Execution using E-Mail DKIM (Domain Keys Identified Mail).
© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ PUBLIC 4
Direct Mail Campaigns
Overview of mail templates

▪ E-mail templates are usually designed by marketing agencies in

HTML using editors like Dreamweaver. They usually test if
templates render nicely on the majority of devices.
▪ To keep mails compatible with the majority of devices (e.g.
desktop, smartphone) and mail clients, the least common
denominator of HTML is used (e.g. styles are inline and not CSS)
▪ Pictures are usually not embedded but linked from web sites.
The data volume of mails should be kept as low as possible
e.g. ~50 KB
▪ Personalization tags (e.g. first name, last name) can be
embedded directly by the agency or later with minimal technical
knowledge
▪ Content creation by a marketing expert can be done in any
HTML editor which keeps the source layout:
 Copy the mail template
 Exchange text and add/remove pictures or blocks
 Add links and extend link parameters (e.g. campaign ID)
 Change personalization tags
 Translation of text elements to other languages
© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ PUBLIC 5
Direct Mail Campaigns
Personalization placeholders

1. Formatted name of the corporate or private account

/FormCampaignExecutionPlaceholder/Customer/FormattedName

2. Account name (Corp. Account) or first name (Priv. Account)

/FormCampaignExecutionPlaceholder/Customer/NameOrFirstName

3. Additional name (Corporate Account) or last name (Private Account)

/FormCampaignExecutionPlaceholder/Customer/AdditionalNameOrLastName

4. Name of the title, for example, Mr. or Mrs. (Private Account)

/FormCampaignExecutionPlaceholder/Customer/FormOfAddressName

5. Formatted name of the contact person of a corporate account

/FormCampaignExecutionPlaceholder/ContactPerson/FormattedName

6. Personal campaign response code which is generated during the

execution of the campaign
/FormCampaignExecutionPlaceholder/ResponseCodeID

7. Opt-out link to withdraw marketing consent and be excluded from

mailings (creates a notification to opt out for an employee)
/FormCampaignExecutionPlaceholder/MailingPermissionDenyMailToURI

© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ PUBLIC 6

Direct Mail Campaigns
System demo

D E MO

© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ PUBLIC 7

Direct Mail Campaigns
Summary

▪ Direct mail execution of responsive multi-language mailings

▪ Configuration of direct mail campaigns (e.g. DKIM)
▪ Overview of how to use mail templates in HTML
▪ Personalization placeholders in mails

© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ PUBLIC 8

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