MNTN CRM Strategy
Whether you're a small business owner or an enthusiastic entrepreneur, the below strategy guide is designed to make CRM approachable and actionable.
CRM Strategy Best Practices and Considerations
We have highlighted several key factors to consider when building your CRM strategy:
✅ Organize email lists by traits, actions, or preferences for precise targeting in campaigns.
Segment CRM data based on stages, demographics, roles, etc., tailoring messages for relevance and analyzing behaviors effectively.
✅ Use recent email addresses for better performance.
Someone who has not engaged with your brand in years may not respond as easily to your brand.
✅ Refresh your email lists when you have new customer emails to target.
It’s common for the number of targetable households on your CRM list to fluctuate due to several factors like IP changes, masked emails/IP, or general email updates that are no longer linked to households. To ensure that we accurately target the households associated with the email records, we refresh our identity graph weekly. As a result, the number of households on your CRM list may frequently change.
You no longer need to refresh your CRM list every 30 days, as we take care of it for you while ensuring your data is secure, private, and protected at the highest degree. We recommend updating your CRM file if you have updated email records for your audience targeting!
🧠 Pro Tip: To easily distinguish and analyze performance, make sure to include the date of upload and email list type in your CRM list's naming convention. This will also help when refreshing your necessary lists.
Example naming convention: [month uploaded]_[inclusion vs. suppression]_[emails within the list: current customers, leads, etc.]
✅ CRM exclusion lists are not a perfect science.
CRM exclusion lists are not foolproof, and this is a widespread industry challenge. Sometimes, users on the list still see MNTN ads due to multi-device use and IP variations. Upload CRM data often to account for current user details and accurate matching.
💡Note: Because we are aware of these limitations within the CRM world, our platform also allows for bulk uploads of IP addresses to assist with exclusions in campaigns.
Determining Your CRM Audience Strategy
CRM targeting allows you to reach several key audience cohorts. Consider which audience makes the most sense for your campaign goals:
Objective | Strategy |
Engagement | Direct your efforts toward a particular audience or rekindle interest with past users to build site traffic. |
Purchase | Maximize repeat purchases and explore upselling/cross-selling. |
Loyalty | Foster a stronger relationship with your loyalists by nurturing and rewarding the most devoted patrons. |
Retention | Message customers with upcoming contract renewals or who have recently opted out of a subscription. |
Seasonal | Provide timely recommendations for seasonal customers. |
Exclusions | Layer in your CRM list as an exclusion on your 3rd party audiences to exclude prior converters or existing members from your targeting efforts. |
Interest Segments | Expand your reach and target new potential customers with relevant third-party interest segments alongside your CRM lists. |
Combination | Any combination of the options mentioned above may align with your business goals.
If you decide to use a combination of lists, third-party segments, and exclusions, it is important to ensure that your creative messaging aligns with all parties involved. |
Determining Your CRM Creative Strategy
Most times, users within your CRM lists have different engagement levels compared to a non-CRM audience.
For that reason, we recommend reviewing your assets and consider the following:
1️⃣ Audience-Tailored Messaging: Ensure creative content matches the audience strategy for a unified customer message that prompts action. Craft customized messaging for TV and multi-touch ads. Targeted messages resonate better than generic ones in CRM campaigns compared to non-CRM efforts.
2️⃣ Maintain Consistency: If implementing CRM campaigns on various channels, ensure a unified and coherent approach to deliver a seamless customer experience, regardless of their interaction with your brand.
3️⃣ CTAs: Craft compelling and clear Call to Actions that guide customers toward desired actions, such as making a purchase, signing up for a newsletter, or downloading a resource.
4️⃣ Seasonal: Where applicable, incorporate seasonal themes, holidays, and significant events into your CRM's creative to capture customers' attention and resonate with their current interests.
🔍 Example: If pushing free trial users towards a full subscription.
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Determining Your CRM Budget
With your targeting strategy in place, you might be wondering about the appropriate budget for your CRM initiatives.
In short, CRM budget allocation should be based on the size of your email list.
CRM Campaign Type | Minimum Email Records | Campaign Budget Requirements | Additional Budget |
Budgets for Stand-Alone CRM Campaigns | ❗A minimum of 200,000 email records must be uploaded. | ❗The campaign must spend a minimum monthly spend of $10,000.
| ❗You can allocate an additional $5,000/month in potential spending for every additional 100,000 email records present in your CRM list. |
Budgets for CRM and Third-Party Audience Segment Campaigns | ❗A minimum of 100,000 email records must be uploaded.
❗At least 1 third-party audience segment must be layered into your audience. | ❗The campaign must spend a minimum monthly spend of $10,000.
| ❗You can allocate an additional $5,000/month in potential spending for every additional 100,000 email records present in your CRM list. |
🧠 Pro Tip: Work with your MNTN support team to help determine the recommended budget levels for your list size, campaign goals, and overall CTV investment.
Evaluating Your CRM Campaign's Success
Your metrics for success will be determined based on your audience strategy. No two campaigns will perform the same.
We recommend focusing on metrics that illustrate your campaign reach and campaign engagement:
⭐️ CRM Reach (Users Reached/Email Records): This will show the unique user reach across your email list. This metric should be comparable to email open rates
⭐️ Visit Rate (Verified Visits/Users Reached): This will show the percent of users who have returned to your site after being exposed to an ad. This metric should be comparable to email click rates.
🧠 Pro Tip: We recommend focusing on your MNTN campaign's Visit Rate as the best measure of engagement when comparing it against your email clickthrough rates.
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