Mass email marketing using Saleswah CRM

Can you? Should you?

Simple answers to the first two questions first; yes you can (remember Obama?) and well, it depends.

Firstly, what does Saleswah CRM offer you in terms of mass email marketing capabilities?

1. Create email template using a html email template builder; powerful enough that we send all our own marketing communication and sales proposals using it. Use this to compose your message, insert custom tags (for mailmerge- like in MS-Word) and even insert “action links”- which the recipients can follow.

2. Target list creator – to filter and zero in on the contacts from your contact list in Saleswah CRM that match your intended message.

When you put 1 and 2 above together, you get, 3!

Jokes apart, you get the campaign sender, which is the part that takes the created html template from 1, marries it to a target list from 2 and sends it off on email. And, did I tell you that you could have sent an embedded link, which once clicked, would have registered them for a seminar or a tradeshow that you may have invited them to in this email? Powerful.

Okay; so, cool. So, why the long answer, huh? This means not only I can, but it seems like a great idea, too, right?

Hold that thought for a minute more; and let me tell you a couple of other things.

Each contact in the list within your Saleswah CRM database has a checkbox against her name; to denote permission to email. And, each email that goes out from Saleswah CRM, carries a “Unsubscribe me” link. Once the recipient clicks the link, the contact will be automatically marked as someone you are not allowed to send emails to. Doing it, heedlessly, nevertheless- is bad practice.

Yes, and by the way, do you know where the emails go out from?

If you want them to go out from your company mail box, and that is how you have configured Saleswah CRM, then be sure that your company mail server can handle the volume. All mail servers  have limits; Gmail allows only 500 emails sent out per day, for instance. If you want to do serious heavy duty mailing, then it is best to get yourself a mail server and configure that to work with Saleswah CRM.

Do we provide mail-servers? No we don’t.

So, back to the original questions. Again, yes you can do mass email marketing using Saleswah CRM and perhaps you should- but, do keep some of the above things in mind.

Some thoughts from: Seth’s Blog: The unforgiving arithmetic of the funnel

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.