Email marketing 'best with CRM'

If a business wants to truly capitalise on their market, they may want to consider using customer relationship management (CRM) and similar business management software on their way, it is said.

Simon Bird, the technical director at dotCommerce, explained that organisations sending email lists to data bureaux is frowned upon as it can result in the customer getting emails from companies they have never heard of.

As a result, firms should themselves collect such information, Mr Bird added - collection which could easily be aided by CRM.

Commenting on an email marketing strategy, Mr Bird concluded: "We always advocate people to try and do an integrated campaign and advise them to email people first because it is often the lowest cost option with the fastest response time."

His comments follow a study by his firm, which found that many online retailers have not put in place simple features to boost data acquisition, with just 30 per cent incorporating the option to sign up to an email newsletter during the checkout process.

Small Business Management Software from Atlantic Global OnDemand.

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