Granted, we're all great professionals, but every now and then it's good to put the church back in the middle of the village! And then I see the hands raised at the back... For those near the radiator, a quick reminder.
Here, we're talking about prospects and customers:
- PRM for Prospect Relationship Management
- CRM for Customer Relationship Management
While we very much hope that the former will swell the ranks of the latter, we're really talking about two different populations. We're talking about winning new customers and building loyalty. It's therefore essential to adapt our email communications to these families...
These prospects and customers are therefore two very distinct targets. All too often, the easy solution is to adapt your acquisition strategy and email marketing as a simple extension of your CRM strategy.
Ah! the famous easy solution... Like the little boy who built a small mill in a stream, "let's not miss out on the simple things", but let's respect a few rules to send the right message to the right people.
Do you speak prospect ?
Prospects know little or nothing about your brand, its world, its news... You're going to have to win them over. Remember, we told you in a previous article that email reading time is very short. So be efficient and get to the point.
Assume that the marketing aspect is stronger than the editorial aspect:
- The offer! The offer! The offer!... Take care of it. It has to be sufficiently attractive, impactful and... captivating! Above all, it's what's going to turn your prospect into a customer.
- Put it forward. Our prospects only have a few seconds to find out what we're talking about. Give priority to highlighting products, ranges or collections that will make them want to know more. Be pragmatic rather than aesthetic (not ugly either, we agree). Forget metaphors and save images and analogies for communications aimed at experienced customers.
- Multiply entry points and opportunities to click. Don't limit yourself to a single product, and offer several opportunities to find out more: special offers, new products, product variations, etc. And above all, intensify the presence of CTAs throughout your e-mail.
Examples of creatives designed for CRM
Look after your e-reputation!
Our ISP friends are becoming increasingly strict about large volumes of similar creative. So the equation is simple:
VARIETY = OPTIMIZED DELIVERABILITY
By varying the templates for your CRM newsletters and lead-acquisition emails, you reduce the risk of them landing in spam. In the same spirit, don't hesitate to revisit your creative structures on a regular basis.
