This section introduces the PUBLITRAC relational marketing platform from a high level. For an overview of the different menus available in the platform, see the article PUBLITRAC overview.

The PUBLITRAC relational marketing platform includes a series of native functionalities allowing you to go from a simple email to customer relations.

Centralize and profile your leads

All enterprises use different management systems accumulating information on their customers (CRM, ERP, billing system, cash registers, fidelity cards, website forms, customer lists, contest participants, etc.) A lot of interesting information, but most of the time maintained in different systems that don't communicate with each other. Each interaction your leads do is an opportunity to capture information. PUBLITRAC enables you to centralize, exploit and feed your data. Using this data provided will have a major impact on your customers' experience and on your revenue. To master this, you will need to centralize all information you have on your current customers.

The PUBLITRAC advantage is that you can profile individuals rather than IP addresses. Once your data is centralized, all new interactions a lead performs on your digital assets will improve this lead's profile.

Customize your communications

PUBLITRAC offers three levels of customization:

1. At the recipient level.
  You may adapt the content of your email based on your lead's socio-demographic profile (attributes), but also on his history (past behaviors your lead has had with your digital assets) and on his specific interests (custom fields).
2. At the sender level.
  The email will be sent through PUBLITRAC, however the sender can be customized with any name and email you choose. For example, the email could be sent on behalf of a sales representative, a branch director, or even from a franchisee itself. You may also customize your email signature by adding in the name, contact information and photo of the sales representative. The responses to the email will be sent directly to the sales representative's inbox who can then take over of the follow-up with the customer.
3. At the content level.
  With the dynamic content functionality, the content displayed will adapt based on the lead's profile.

By sending relevant emails, you will lead to a more positive customer experience and a better communication flow.

Automate your email campaigns

The analysis of your consumer's buying decision cycle will enable you to create an optimal communication sequence. This communication sequence can be automated by PUBLITRAC, based on the lead's socio-demographic profile (attributes), but also on their history (past behaviors your lead has had with your digital assets) and on their specific interests (custom fields). PUBLITRAC also allows you to automate a dynamic communication sequence, based on the customer's path, by adjusting the content for a specific lead profile. For example, you can decide to position specific information at the top of your email for a specific lead profile while this same information could be at the bottom for another lead.

Keys to success for an optimal use of PUBLITRAC: increase customer commitment and retention

NATIVE FEATURES

The platform allows you to act at all phases of the relational cycle, in real time and at the best time.

RELATIONAL CYCLE

CUSTOMER KNOWLEDGE AND PROFILING

Customer knowledge and a sound database remain the basis of an effective relational strategy. To do this, you need to be able to collect, identify and distinguish the data that will be key according to your business objectives.

PUBLITRAC's strength lies in the fact that the information collected is associated with individuals who have had interactions with your digital assets. The platform allows you to collect, accumulate and update the information of your leads according to their history (past behaviors), their attributes (socio-demo profile, ...) and their specific interests (custom fields). Once this information has been stored, you can profile and segment your customers directly from our lead management module.

Here are some examples of campaigns that will allow you to take full advantage of the power of PUBLITRAC and its landing page tools, form creation, scoring, list creation, dynamic content, ...

Birthday: mark the birthday of your employees and / or customers; mark the anniversary date of a first purchase, .... Your campaign will automatically apply to any new individual who will be added to your list during the year (PUBLITRAC allows you to run a campaign automatically on your additions throughout the year).

Flyer: offer your leads to subscribe to an alert that will notify them as soon as your new flyer is available.

Contest: increase your lead acquisition via a contest. Promote it through your AdWords campaigns (Search, Display), Facebook, ..., and on the home page of your website. Make sure that links are directed to the landing page created in PUBLITRAC.

Dynamic content: create newsletters whose content will adapt according to the interests and behaviors of your leads. Just identify your featured products of the month, then our dynamic content tool will ensure that they will be displayed in a different order and format according to the interests of your leads (different templates are available). For example, the new mom will see your maternity promotion displayed at the top of your monthly newsletter while the person interested in photography will see your photo promotion displayed. No need to make different blasts.

Events (conventions, etc.): schedule pre/post event email blasts and reminders for unanswered invitations.

Loyalty: offer discounts - privileges to the most loyal customers.

Synchronized form: add a registration form to your newsletter and your online contests and synchronize it with PUBLITRAC. New leads will be saved directly to your PUBLITRAC database and you will avoid the data export and import processes.

Email openings: add a validation to see if your email has been read and re-trigger your leads with the same email or with a new email. This increases your open and read rate. If your emails contain a promotion, then you increase your chances of conversion on those promotions.

Reactivation: program a campaign by filtering your inactive leads. A sleeping lead is a lost opportunity. Send an email to the customer who hasn't bought in x months, or hasn't connected to your site in the past X weeks. An offer that cannot be refused can be very motivating to restart a purchasing cycle or a lost customer. As the history of your lead interactions is centralized in PUBLITRAC, you can identify them with one click.

Refer a friend: add a link to your emails, allowing recipients to refer the same email to a friend. You will thus get a new lead without having their consent (under Bill C-28, you must obtain consent). PUBLITRAC will automatically send an email to these referred leads in order to obtain their consent (ex: You have received from Mr. Sansnom our recent newsletter. If you wish to continue receiving this newsletter, please confirm by clicking on the next box).

Contract renewals: never miss a contract renewal because your competitor is ahead of you. Contact your customers in good time and with the appropriate message (discount to the most loyal customers, ...). Also take the opportunity to promote your other services (cross-selling).

Customer satisfaction: send an satisfaction survey email to new customers following their first purchase and take the opportunity to promote other similar products if they are satisfied.

Scoring system: allocate points for each lead action on your digital assets (completed a form, clicked a link, visited a section of your website, ...). Depending on the score, you will re-target your lead with a new email or you will assign it to a sales representative who can contact him.

Cross-selling: select all the buyers of product X and automatically re-target them with a complementary product offer (for example, offer filters to customers who have bought a coffee maker).

TIPS

When sending out invoices, take the opportunity to request the coordinates of your participants, including their email address, and their approval to receive emails or other forms of communication (to comply with Bill C-28). You will thus add new leads to your database.

Analyze the most popular links on your website, and send your emails at the moment (day and time) at which your lead is most likely to consult it,..., these are all ways that will help you optimize your use of PUBLITRAC.
The strength of PUBLITRAC’s profiling tool is that it allows to profile individuals, and not just IP addresses. Once your data is centralized, any new interaction of your leads on your digital assets will enhance the profile of these leads.

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