There were two advantages of traditional email marketing. First, recipients were able to gauge their interest at a glance without having to invest valuable time. Additionally, the sender had a low-cost medium to reach scores of clients and prospects all at once. The end result was that marketers were able to throw an exceptionally wide net, identifying a large number of interested leads, despite the percentage of interested leads being a comparatively small portion of the total individuals being reached. But while this was a good solution for marketers and interested leads, most recipients of these marketing efforts found themselves overwhelmed with the “spray and pray” messages being shot-gunned into their inboxes on a daily basis. These unsolicited offerings were labeled as spam, and resulted in the creation of various spam-blocking solutions. As complaints increased, marketers realized courtesy would be a selling point and cooperated — as mandated by the FTC in 2003. The option to “unsubscribe” from said marketing campaigns became standard.
CRM email marketing is a strategy aimed at keeping customers from exercising that option, by appealing to them in a way that’s much less intrusive. This is done by using a customized approach to email marketing managed for targeted needs, usefulness, and nurturing relationships — hopefully leading to lifelong, mutually beneficial relationships. Companies can personalize each contact, get to know names and shopping habits, and even anticipate customer interests with CRM email marketing. In essence, it turns every marketing interaction into something directly applicable to the needs of each individual recipient. Far from being an unsolicited annoyance, marketing emails become valuable notifications to already-interested parties. With imagery that’s flexible and timely, CRM email marketing is making a difference for firms and vendors who are reaching out more deeply and further than they ever envisioned, allowing for more accurate lead targeting.