Five Steps to an Effective Client E-mail Database
4. Have an e-mail management and e-communication strategy with discipline. Engage everyone in your business about the strategic importance of managing e-mails in one central place. I prefer the MIS system as that is where the orders flow through, and it is easier to earn more business from existing customers than to chase prospects. There should be two different messages going out depending on whether the person is a prospect or customer. Customer relationship management (CRM) systems sometimes integrate with the MIS, but if they don’t, set up a system to de-dupe or filter out customers so you don’t over communicate.
5. Make it a priority. Starting with order entry can quickly get data flowing into a system so you can leverage it in 30 days. It should not be a major project, but set up baby steps to get there over time. Start small. Maybe for the first month you have 30 e-mails in the system. Then you can promote something to those contacts, know they are good e-mails and know they are customers. Don’t procrastinate.
Good luck with your customer base hygiene efforts as you push ahead in 2011.