Best Practices for Your Email CRM Program


In the realm of business, especially in Europe, business reputation and interaction with the public are equally important. Email is a powerful but often misused form of communication between business and the public, and this misuse is not to be taken lightly. Permission practices are important for clients and potential clients to respect businesses.

A good practice for email CRM includes obtaining the necessary permission. Email is important to a business because it is cost efficient, convenient, and can be used in previously existing marketing systems. Permission is a big factor for keeping a good reputation in the eyes of the public. Permission is not difficult to acquire; customers will respond well to offers of special discounts or a newsletter in exchange for an email address. People will also sign up with their email addresses on forms distributed at conventions or offered online.

Decide on a targeted list to gain email addresses most beneficial to you. Have customers ask other customers to offer email addresses. People trust people close to them, and after hearing positive personal reviews of your company, your reputation will be high. Include convenient means for previous customers to ask friends to sign up for emails by putting a registration link in the emails. Simply follow up with people you have already interacted with, and understand that your mailing list should only include people who actually care to receive the emails. Value is more important than size with email CRM.

Use persistence when sending emails and gaining new email addresses. Time is money with email CRM, and much effort needs to be put into sending out emails. Make contact with clients at least once a month to ensure they are seeing your ads over and over again. When a client becomes out of touch for longer than a month, often the client will move on to other companies. Use strategy for new relationships and set up expectations for new clients. The first three emails a client views are very important. Most likely, if a client does not view any further emails, he or she will view these. Introduce yourself, offer registration, inform customers of benefits, such as a newsletter or discounts, and send the promised benefits. Also, understand that even persistence has a limit. After customers have done all you have offered them, the relationship with that client is sturdy and should not be pushed.

An email reputation is extremely important. Make sure you test campaigns before running them with content filters to ensure they will evoke positive potential client reaction as well as remain clear of any form of spam. Contacting companies from domains you often email and asking that your email address be whitelisted offers opportunities to be found by potential customers you otherwise would not reach.

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