Communication is the key to success within every business, after all it is through communicating that relationships with customers, prospects and suppliers develop. This is why CRM software has become so critical for businesses as they provide one place to store all information relating to customers, suppliers and prospects alike.
Although CRM provides a place to store all information, communication methods have changed significantly over recent years. There has been a move away from the traditional methods of including telephone and letters, and a rise in the popularity of email.
Email delivers a number of benefits in terms of speed of delivery and the ability to get around gatekeepers. However, it also presents a whole host of new issues, including security breaches, and spam – unsolicited mail. Because of the problems caused by spam, more and more organisations are investing in solutions to protect them from the risks surrounding email and ensure that their organisation is safe. It is therefore more important than ever to get the message for you email right to ensure that it actually gets delivered to the recipient, rather than it getting caught in the spam filters.
Once you have got around the problem of spam filters the next issue is making sure your email gets read. To have the best chance of this, it is essential to know who you are targeting and to target the right people. The closer you can match a message to the preference of your target market in terms of its content and delivery mechanism, the higher the probability of its success.
Many CRM systems have an email marketing functionality, but organisations are increasingly using add-on applications which fully integrate with their CRM system. The benefits of these solutions include:
- Providing clear campaign analysis which shows open and click through rates
- Enabling you to manage your bounce backs and keep your data up-to-date
- Managing unsubscribes and updates the contact record in CRM
- Allowing creation of predetermined campaigns collating an audience at a specified time or triggered event for example every Wednesday morning.
- Enabling you to create both HTML and Text emails for greater delivery rates and to avoid the SPAM filters
- Allowing you to see the likelihood of emails being rejected by SPAM filters, due to unsuitable choice of words or content
- Providing you with the ability to personalise through fields in your CRM system to increase open rates
Email Marketing Solutions provided by Concentrix include:
CommunniGator - Email Marketing software which integrates with most CRM systems including Sage CRM, Microsoft Dynamics CRM and FrontRange’s GoldMine. Vizola – An innovative solution which improves the output of information from email campaigns delivered through Microsoft Dynamics CRM. SwiftPage – An email marketing solution which integrates with a number of databases including Sage CRM, Sage Sales Logix, Sage Act! and Microsoft Excel. For more information about any of the email marking solutions provided by Concentrix, please contact us on 01509 410500 or email [email protected]
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