We recently wrote a blog post on the importance of integrated CRM. What about the relationship between CRM and email marketing? Once you’ve got your customers’ email addresses, what do you do with them? The answer for many companies is, “Let it sit in the database and maybe send an email when we realize we haven’t heard from them for a while.” But not using those email addresses is akin to sitting on a gold mine with a pick-axe – and then just sunning yourself on a rock, hoping the gold mine will open up for you.
Companies that use email marketing in the form of newsletters achieve a 4,300% ROI, according to Copyblogger, an authority on internet marketing. When they send content relevant to their audience, such as a short piece on the state of widgets for 2014, or an inside look at their own companies, they catch their customers’ attention and remind customers that they’re ready to help. While many small businesses may not have the resources to put out a regular newsletter, making these customer “touches” in some form or another, will be crucial to their success.
At the same time, creating simple newsletters may not be as hard as you think. There are many sources of inspiration for content that can fill a monthly newsletter to existing and prospective customers. There are the questions that you hear all the time from your customers, such as how long it takes to manufacture the widget piece; your company’s stance on certain manufacturing processes; and predictions for the future, such as a prediction on the adoption of Widget 2.0.
Even better, there are ways to do this without a great deal of expense or training on new systems. The popular, easy-to-use email marketing provider MailChimp offers a web-based service with pre-created templates, letting you choose a look and feel that works for your company’s branding. And if you’re already an Exact Online user, we integrate our CRM for a seamless transition of your existing customer and prospect list into MailChimp. We’re making it easier to reach your customers and prospects on a regular basis, keeping you at the forefront of their minds.
Do you reach out to your customers on a frequent basis through emails, newsletters or phone calls? If not, what’s stopping you?
Steve Leavitt, GM of U.S. Cloud Solutions for Exact