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Newsletters As CRM ToolsOne of the easiest ways to maintain customer relationships is constantly overlooked. While many companies do not allocate the time or resources to send them, electronic newsletters can be an efficient, unobtrusive way to keep in touch with business contacts. Electronic newsletters are easily managed, and by following a few general rules, they can become a powerful communications and tool and CRM asset for your organization. Sending newsletters in electric format offers several advantages. First of all, it gives your organization a regular avenue to disseminate news and information to business contacts. Keeping current and potential customers updated on your company can lead to new business. Additionally, electronic newsletters are cheap and efficient. The e-mail format requires no paper, graphics, or custom printing. More importantly, delivery is instantaneous, which can be especially handy if the newsletter contains time-sensitive material. Finally, electronic newsletters offer your company some free advertising; they offer an excellent forum for promoting new products, offering additional services, and touting upcoming events. There are a few pitfalls to avoid while managing a successful e-mail newsletter. The first and most critical rule: ensure that receiving it is voluntary. Unwanted e-mail (even if the sender is legitimate) is still spam. Be certain to ask business contacts if they wish to be included before adding them to the subscriber list and make certain that unsubscribing is a simple process. Another good technique is keeping the newsletter in an organized and easy-to-read format. Proofread each issue twice to check for typos and grammar errors. Never lump recipients into the "To" or "CC" lines of one message, since the message headers will reveal everyone's e-mail address. Finally, keep newsletter content relevant and interesting. While it may be a marketing tool for you, its primary design should be to keep the recipients informed. |
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Copyright 2006 by Erudite Systems, Inc. |
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