These days, in order for a company to have an effective marketing automation program, a robust eCRM platform is a must. Specifically, eCRM stands for electronic customer relationship management, and such a platform can assist with anything from tracking profits to helping execute a sales strategy.
So, why does eCRM matter and how does this apply to your brand? We’ve got the answers.
What is eCRM?
It’s helpful to begin with a thorough understanding of what eCRM is, aside from a platform for managing your company’s relationship with customers. Specifically, this refers to a strategy that allows your business to effectively communicate with your customers and potential customers by using unique customer personas and behaviors, such as purchase history and status, to inform the proper method, timing, and content of the communications your company sends out.
An eCRM platform should also incorporate business rules and lead routine while sharing data with marketing automation platforms for the best results.
In most businesses, email is the preferred method of communication here, but mobile and Web touchpoints should also be considered.
Why eCRM Matters
An effective eCRM platform is a useful tool for businesses of any size to have. Perhaps most importantly, an eCRM platform allows your company to individually tailor its messages to each client based on their buying patterns, how long they’ve been a customer, and other key information that could influence their buying power.
After all, as a business owner, you wouldn’t want to talk to a client you’ve had for five years in the same way you would talk to someone who just inquired about your services for the first time. You’d want your “newbie” to receive more frequent and general communications that help them hone in on their specific needs and lead to a path of purchasing.
Your long-time customer, on the other hand, should receive communications focused on upselling or providing information on new products/services that may interest them based on their past purchases, but at a lower frequency.
eCRM makes this happen; it leads the customer through their own journey and shows that your company cares by catering specifically to them. As a result, your business could enjoy greater sales and a stronger ROI.
How Rebel Can Help
CRM and marketing automation are just a couple of Rebel Interactive Group’s areas of expertise. We can begin by evaluating your current email program and CRM (if applicable) and helping you determine how to best use that data in a way that will resonate with your customers.
Next, we can evaluate the platforms you’re using to make sure they’re the right mix for your company, recognizing that there’s no such thing as a “one-size-fits-all” approach. We’ll consider your specific needs and budget to create a plan that will help you enhance your eCRM or marketing automation strategy.
Ready to get started? Want to find out more about what we can do for you? Reach out to our team at Rebel Interactive Group today!
