By Rogier van der Veen
Having in mind the objective of emphasising the benefits CRM and BI may bring to professionals in digital marketing, we have put together the following practical tips as a checklist for ensuring CRM-focused email marketing:
1 - Respect the recipient
Before sending anything, put yourself in their position to check that the email is of value in some way.
2 - Do not 'broadcast'
Sending the same message to everyone is no longer effective - or acceptable. Instead it is important to send people content that is relevant to their preferences and therefore likely to engage them.
3 - Be human
Consumers are 'real' people with individual preferences, interests and life-cycle events. Emails must treat them as such.
4 - Engage in dialogue
Social networking has led consumers expect two-way conversations – make sure you deliver.
5 - Learn about the customer
Use each communication as an opportunity to develop and strengthen your relationship with the customer by learning more about them.
