People are not putting enough emphasis on CRM. This is mainly because it is generally considered to only serve email marketing purposes. What many fail to realise is that CRM can be used to reach their audiences more effectively through many means. Outside of email marketing and direct mail teams, people don’t really pay a great deal of attention to their company’s CRM, when they absolutely should.
3 CRM fundamentals:
“Get a wicked CRM system in place.”
Make sure you’re collecting the right data.
Make sure your whole organisation understands what information you’re capturing on people.
But what is the key information to collect? Well, try and do the basics first: full name, email address, phone number and postal address (if you have the right permissions). Using these, you can already cover a large number of options – you can send them something by email or post, or even add them to a WhatsApp group (again, if you have the right permissions).
Every single business should be in a good place tech-wise. You should be investing in your audience technology, even if you don’t have the most expensive CRM system.
A lot of today’s tech can be automated, so, for example, you can automate your basket abandonment, or you can send reminder emails to those who haven’t purchased for a set time. This is surprisingly simple to set up thanks to tools on software like Klaviyo and Ometria. Through this, you are no longer just sending an email to customers, but also capitalising on the tech that is out there to make it more targeted towards them.
But why should you pay for Klaviyo and Ometria when you already have a CRM? Well, tech like this helps you segment your audience in many different ways. Grouping audiences based on their purchase history and engagement with your brand, as two examples, can go a long way to help you understand your customer base better. Moreover, it allows you to move away from sending mass emails and create bespoke marketing which is more personalised towards them.
Segmenting can be used to create new audiences, which is perhaps its USP for organisations with sizeable customer bases. For example, Shopify know what products people are looking at, and this can be pushed into Klaviyo. This can then be transferred to Facebook or Google Ads, and customers who buy similar products can be grouped together to create new customer audiences. On the flip side, those who are unlikely to be interested in products can easily be excluded. This can help extend your advertising reach without too much work involved, and it also ensures that your marketing is hitting the right customers.
The manual element of these techs has largely been replaced with automation. This not only means that preparing audiences is a quicker process but also allows you to up your game in terms of segmentation and personalisation, which is bound to improve the quality of your marketing. The human element consists of analysing average customer behaviour before purchase (e.g. how long they spend on your website before purchasing). This allows customers who show similar trends to previous buyers to be marketed to.
Following on from this, using audience data from engines like Google Analytics allows these trends to be tracked, and this data should be considered when it comes to understanding and engaging audiences.