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CRM Email Marketing Application |
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Contacting customers via email is now a standard part of most organizations' marketing efforts. The best-crafted email marketing solution can build customer loyalty and boost sales. However, poorly designed and managed email marketing programs can do more harm than good, annoying existing and prospective customers and potentially running afoul of anti-spam laws. With so many email marketing solutions on the market in 2007, Forrester Research discovered at least 41 vendors that fit this space - and so many consumer privacy and anti-spam laws on the books, determining what a company can and cannot do is a challenge.
A CRM email marketing solution should help companies improve deliverability, increase customer-touch frequency and attain the right balance between frequency and return on investment (ROI). Since CRM software features a wealth of customer preference data, businesses easily can communicate as often as a consumer requests and, using targeted lists within the email marketing application, contact only those customers that may be interested in the email's content. In addition to informing customers about new products, services or pricing, email marketing CRM campaigns can drive traffic to a business' website, include coupons or membership benefits and address either service or product providers' needs.
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