THE DO’S AND DON’TS OF CRM AND TRIGGER MARKETING

Under the big umbrella of customer relation management (CRM) is trigger marketing, an often overlooked tactic that enables you to stabilize and grow your customer relationships. Sending the right marketing messages to the right people, at the right time can be a difficult task to complete without having some sort of program that allows you to do so. As technology capabilities have grown, so has the use of automated messages, called triggers.

Triggers allow businesses to maximize their contacts and CRM systems through the ability to send out automated messages that are both relevant and timely to customers. You decide the content and the criteria for when a customer would receive the message. It’s an easy but effective way to maintain your customer relationships. Gain new relationships by sending a message when a consumer made their first purchase, and kindle your current relationships by sending out an anniversary message. There are thousands of possibilities with triggers.

Dos and Don’ts of CRM and Trigger Marketing

Do: Make sure you are sending a message that is relevant to the recipient. With that in mind, having an updated contact list is essential. This means you need to be able to create an effective database that enables you to send these triggers to recipients that actually want to receive them. If you need help segmenting your contact list, check out “How to Create an Effective Database List in 3 Simple Steps” to learn how.

Don’t: Send out triggers to everyone just because you have the ability to. It will ruin your reputation and the relationships you have with your customers.

Do: Make sure your triggers are representing you – your current business mission, goals and brand reputation. You want your message content to fit with your company, not go against it. This could create brand confusion, which could damage your brand reputation and your relationships with your customers.

Don’t forget to update your trigger messages with any changes you have made with your company. Triggers are automated, so it’s important to keep everything current and up-to-date.

Do: Make the trigger worth reading. Using creative words and special offers can help engage the recipients in opening the email or reading the mailer. For emails, make sure you have a catchy subject line, and for mailers, make sure you have something on the piece that urges the recipient to hang on to it such as a coupon or offer.

Don’t put an offer on the piece that you won’t accept. Make sure any offer you include will be supported at your point of sale. You won’t keep customers long if you pull a bait and switch on them.

A well thought-out CRM plan can transform your business and give you a competitive edge over others. Automated messages are one way you could trump your competition and stay on top of mind with your customers. Trigger marketing is worry-free marketing!

If you want to send out automated messages to help boost your current CRM system, contact our full-service agency today to learn more about Conduit, our marketing software tool, and to receive a free demonstration.