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CRMTips
Are you
ready to take advantage of email marketing?
Everybody is familiar with SPAM
and the type of cheap marketing or
scams often associated with it. But not so many people
understand the power and potential of email
marketing when done correctly.
What’s the difference?
The difference is whether you
are compliant with anti-SPAM laws and if your message is of
interest to your clients and prospects. If so, then
email marketing – particularly in
concert with customer relationship management (CRM) systems –
can be a potent and profitable marketing tool for your
company.
Does email
marketing work?
At RB Data
Services, we compared the results of a recent direct mail only
campaign to one where we used both direct mail and email.
We found that our response
rate using both soared by 504 per cent!
Those may not be common results, but it
clearly shows that email can provide a big boost to your
existing marketing.
There are
four fundamental requirements for
good email marketing.
These are as
follows:
#1: Build a
permission-based mailing list.
Gather email addresses from every point of contact you have –
retail point of sales, trade shows, business card exchanges,
your website and any way else you can think of. THEN, get their
permission to email them materials A CRM system can help
maintain
your list, and associate other important information with the
list.
#2: Manage
your mailings carefully.
Pick a schedule for your emailings; stick to it. Usually,
sending out business-to-business email on Tuesday, Wednesday, or
Thursday during business hours is most effective.
Don’t use excessive hyperbole, capital letters or
exclamation marks in your SUBJECT line as these often
trigger spam filters to block your email. Using a CRM
system can ensure that you are only sending the type of offers
that your prospects are interested in.
#3: Comply
with the CAN-SPAM laws.
Among other things, this means you must provide a means
to “unsubscribe” from your list and act on those
requests within 10 days.
The laws require that you have accurate FROM
information, a SUBJECT line that is consistent with the content,
and you must "have a legitimate physical address shown.
#4:
Track the numbers.
In email marketing, the numbers
are everything. Make sure
you track how many “bounces” you get (bad email addresses),
“opens” (who read your email), and “actions” (who clicked
through to your offer). Use the numbers together with your CRM
system to optimize the offers, lists and follow-up actions.
There’s no
doubt that email marketing is going to be an important tool in
your marketing toolbox.
So get acquainted with it now and ensure that you have the
necessary CRM tools to manage it!
If you
want to learn more about how we can help you use your CRM to put
an effective email marketing system in place
that will allow your people to do more with less
to drive increased profits while
lowering costs then give me a call at
858-541-1820 or send me an email at
rick@rbdata.com
and I will be glad to tell you more.
Microsoft Dynamics CRM
MS
CRM
MSCRM
Dynamics CRM
Microsoft CRM Consultants
GoldMine Corporate Edition
GoldMine Premium Edition
Sales Force Automation
Marketing Automation
Customer
Service Automation
Document
Management
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For More Information: |
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RB Data Services
1565 North Rim Court,
Suite 287
San Diego, CA 92111
858-541-1820
info@rbdata.com
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