CRM boosts your email campaigns

It is common ground that successful emails have a positive impact on their recipients. Since it is obvious that not everyone is interested in the same topics, it is important to personalize your emails based on your customers’ interests. This requires that you know what their interests are and here is where CRM can help you.

When it comes to emails, there is an inherent contradiction: no matter how much we complain about their volume, research has proven that they are still the most popular method of electronic communication. The difficult part here is to create the right type of emails that will generate the right type of responses. This is not an easy task to achieve and, in most cases, success comes with the help of a CRM solution.

In case you are not aware, email marketing does not come at “one size for all”. You cannot expect all emails to meet the needs of all users, and it would be advisable not to prepare them as if they could. On the contrary, you should always take the customer profile (also known as “persona”) into consideration, distinguish between the different customer groups and always target your messages to a specific group. Ideally, this group should include only one customer, while in most cases this is not possible. This is why you should always think of the different personas and compose different messages for each specific customer category.

The goal here is to diversify your customer base according to their interests. Search you CRM’s data base and select the customers that will probably be interested in the products and services promoted in your specific email. Demographics and interests are two of the basic elements that you should identify when trying to diversify your customers.

Try to be as specific as possible with this segmentation. In this way, you can refine the reach of your emails and at the same time increase your chances of engaging your readers. When running a campaign with targeted emails, you should repeat the segmentation process often and repeatedly, in order to ensure access to all your customers. The results will be rewarding.

Obviously, the rest of the rules for successful email marketing continue to apply. The message should be positive and include strong wording and statements, as well as one or more calls-to-action, if necessary. The title should be equally compelling and related to the recipient’s interests, while the message should be short. It has been established that most people do not actually read emails – they just skim through them.

Finally, always avoid spamming. Do not overwhelm the people on your list with emails and, most importantly, do not send them emails that are not related to your goal. There is simply no meaning in sending a non-targeted message to a group of users.