SaaS users 'must be relevant' with marketing

Businesses across the UK that use software-as-a-service (SaaS) such as customer relationship management (CRM) ought to ensure that their communications with prospective clients or customers are relevant, it is said.

Tink Taylor, the managing director of dotMailer, explained that email marketing is continuing to go from strength to strength and there will be a greater focus on relevancy - something business management software such as CRM can deliver by analysing trends and individual feedback.

He continued: "The focus will be on ROI [return on investment] and tracking to conversion as opposed to worrying about opens and click-throughs by using more targeted emails, treating recipients as individuals and providing dynamic content."

Mr Taylor concluded that more time and effort will be required to pull this off and therefore a larger budget will be required to reap greater benefits.

It follows a recent study by Silverpop, which concluded that while recession concerns continue, marketers remain positive about email's ability to increase loyalty and improve revenue.

Small Business Management Software from Atlantic Global OnDemand.

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