In this economy, small business owners need all the help they can get when it comes to encouraging repeat business from loyal customers. A quick check of your inbox bears this out: how many of your favorite online stores are using their own CRM systems to generate special offers right to your inbox?
However, an inbox crammed with very special holiday appeals spotlights the problem that many small business CRM administrators are facing. In an environment where large companies have the ability to send lots of glossy, carefully timed e-mails to customers, how can small businesses stand out?
The answer, according to a few recent studies, is by going low-tech.
Simple e-mail messages that come directly from company staff members receive far more attention from customers than regular newsletters or highly polished special offers.
Small business CRM systems can take two approaches to leveraging this strategy. First, CRM tools can be programmed to "ping" account representatives to send simple notes to customers at appropriate stages for followups. Writing a simple template with just a few lines of text -- no images and no Flash -- can help build rapport with customers and encourage replies.
A second strategy is to enable full e-mail automation within a small business CRM system. This tool may reduce the burden on account executives, but it also removes the chance of a more human interaction.
Either way, small business CRM systems must be able to track the response to these small messages. They shouldn't be sent from do_not_reply@yourcompany.com. When customers can simply hit reply and feel that they are reaching a dedicated service professional, you'll have hit the motherlode of modern marketing.
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