I would not even change a word from what Seth Godin writes in this, as always well argued piece. Do read. Seth’s Blog: The unforgiving arithmetic of the funnel.
The reason I thought of sharing this here is because of a recent customer interaction. We were on a sales call and as frequently happens, the customer, a distributor of office equipment from a reputed MNC, had his views on how he can ramp up sales and what role, he expected Saleswah CRM to play in this.
“I will first buy a mailing list”, he said and then, import them into your software. As he saw consternation in my face, he asked, “you can import contact lists, can’t you?” Yes, we can. Easily that too; thousands in minutes. Okay, go on.
Then, he said, warming to the theme, “I will use your campaign manager to mass email to them, once every week- special prices, promotions and so on”. But, but… “why, you just said your campaign manager can create nice looking html emails or even re-use emails created by someone else?” True or false? True, sir!
“And, then I can select the customers that you want to mail to and then at the “press of a button” email the customized emailer to all of them. Right?”
All true, sir! But, we are not talking about the software capabilities. We are talking about marketing effectiveness, even ethics. The point Seth makes, most effectively.
To start with, purchased mailing lists are junk; less than useless. There is no short-cut to growing your customers who would want to hear from you; one by one, touch by touch.
Secondly, not everyone on your list wants to hear about every single piece of your offering; or even want to purchase anything from you every single week of their lives. There has to be timing, there has to be context and there must be relevance to their work, not yours.
Saleswah CRM wants to promote engagement between you and your customers- but, are you ready with relevant, engaging and useful content?
How does Saleswah CRM campaign management work? Find out here.