What are CRM Mailing Lists
Connect CRM and email correctly
If you want to achieve really high click and opening rates, you send mailings to selected target groups. The easiest way to do this is directly in the CRM system. But there are a few things to consider when connecting to the e-mail dispatch system.
The e-mail system manages addresses
The strength of an ESP (e-mail service provider), in addition to the secure delivery of e-mails, is the automatic management of new registrations, returns and cancellations. This makes the system perfect for sending a newsletter to a larger mailing list. However, it usually becomes cumbersome when complex target groups are to be selected. The CRM system is better suited for this.
GDPR: manage consents securely
The General Data Protection Regulation requires more discipline: Which system leads to consent? CRM or ESP? If a newsletter is canceled, this information ends up with the ESP. It is overwhelming for many companies to transmit this error-free to the CRM. Lawsuits keep coming up because customers complain that they receive emails despite unsubscribing. An automated interface is recommended here: all registrations and cancellations are imported into the CRM system at night. If this is not possible, cancellations can also be manually imported into the CRM as a CSV file.
Record consents neatly
Correct consent must also be recorded: the date and the exact circumstances should be recorded in the CRM system. An email address alone is worthless. It is important that all data are also supplied when importing consents from the ESP. The same applies, of course, to cancellations.
ESP prevents shipping errors
Most of the cancellations come from the ESP. But there are also enough people who prefer to do this personally in the branch, by phone or letter. It is your job to create safe processes here. Contradictions must also be transparently documented. It is best to save these in both CRM and ESP. If an employee accidentally uploads the wrong list, the ESP automatically prevents it from being sent to addresses without consent.
The more specifically people are addressed, the higher the response rate. The CRM system usually has more data so that better selections can be made here. In addition, only a few ESPs offer a really convenient selection of target groups. Unfortunately, it is a sad truth what happens in companies after target group selection. Even in large companies, CSV lists are exported from the customer database and then manually uploaded to the ESP. Or even worse: there is no selection at all and all target groups receive the same mailing.
Submit selections to the ESP
The connection of the CRM to the ESP ensures that a selection in the CRM system receives its mail with just a few clicks of the mouse. For this purpose, the ESP works with templates that make it easy to adapt the content to the respective target group from selection to selection. Example exhibition invitation: Anyone who was at the exhibition stand last year receives "... I am looking forward to welcoming you to our exhibition stand again." Anyone who has never been there will receive "... I am looking forward to welcoming you to our booth." Anyone who feels addressed personally is happy to respond.
What does a data management platform bring?
If you have all the data in CRM, you can use it to make excellent selections that deliver good values. The icing on the cake, however, is more data from the web that sheds light on current interest. For data protection reasons, it is not desirable to transfer web analytics data to the CRM. There are also users who are tracked but have objected to merging with personal data. With a DMP (Data Management Platform), pseudonymized profiles can also be imported into information that is specifically selected according to key interests. Data from external providers can also be included.
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