Bulk Email Marketing Campaign

***top-search.shtml***

***tier3square.shtml***The ability to create and manage a bulk email marketing campaign is one of those things that CRM salesmen use to catch the eye of an unsuspecting prospect. In and of itself, bulk email is not evil. However, having no plan and a quick draw can cause you a lot of pain down the road. Here's why....

Email marketing has become almost as obnoxious as telemarketing. The problem for me is that my email software sends 90% of what I receive to the junk folder. So, I have to spend time there ensuring that quality emails haven't ended up there by mistake. I've missed a few, and it's been costly. The stuff that does get through is generally from a subscription I opted-in to, and even those end up getting annoying after awhile. For some reason, these subscriptions sound good when I subscribe, but I soon realize I don't have the time to spend on passing interests.

Your clients and prospects should have more than a passing interest in what you have to say. But that is only going to happen if you plan your message based on an understanding of your customer...

See my section on CRM Strategy building if you aren't sure what I mean by this.

...With so much email today, you have to be focused like a laser beam on issues, information, services and products that have a high relevance to the person receiving the email. Otherwise, you'll lose their interest in you and your offerings, and possibly be unsubscribed; or worse, labeled as SPAM!

If your domain has the misfortune of being tagged as a source of SPAM, it will quickly get added to every solution designed to eliminate it from email inboxes. And it can be quite difficult getting yourself removed. This can have a huge impact, because at that point, even your normal correspondence can be blocked. That certainly wouldn't look good for your enterprise, would it?

Using Third Party Bulk Email Marketing Solutions

Most businesses find out very quickly that sending a bulk email marketing campaign through their corporate email server is sure to bring down their network.  Most middle market companies haven't built their infrastructure to support this kind of volume. And as I noted above, using your corporate email domain to send out bulk emails can put your daily correspondance in jeopardy.

Most CRM solutions these days have some sort of integration with third party bulk emailing companies. These companies typically provide the following services:

• Email Marketing - Allows you to send segmented messages and track a user as the open and click.

• E-Newsletters - Professional templates are provided, segmentation is available and as with all online offerings, every link is trackable.

• Online Surveys - Find out more about your customers so you can actually know what they want from you

• Web Forms - Use these for lead capture, event registration, etc.

This data is great, but if it's in some online database it doesn't do you any good. That's why the smart bulk email marketing campaign providers have created integration points with popular CRM software. This allows users throughout the organization to use this information. For example, the marketing folks will want to find patterns in the aggregate data, but a sales person would be interested that John Doe had an interest in a particular article. If this information doesn't get to your customer database, then it's useless.

****bottom-ad-collapse.shtml***

***C2_invitation_2140536***

Return to CRM for Marketing from Bulk Email Marketing Campaign

***SOCIALIZEIT***

Link to Effective CRM Consulting

***bottom-search.shtml***