What exactly is the point of sending leads and clients marketing updates like newsletters, marketing emails, and blog articles to read? To remind them of your service? A check in to possibly solicit a review? Does the frequency of these communications matter? The more you pour over analytics and user behavior data, the more you start to realize, perhaps there is no “one-size-fits-all” solution. If you find yourself asking this very question, ALTAMIT has some guidance for you.

Knowing your audience’s interests, correctly categorizing them, and managing their expectations of how and when you engage is paramount. As stated in the article How to Master the Art of Digital Marketing in 2023:

Some customers just want the meat and potatoes, while others may enjoy engaging with social media, and some don’t want to be bothered at all. And who can blame them? Everyone has had to clear out the Promotions tab of their Gmail account, or buy another storage upgrade for Office 365. Not to mention, a cascade of text messages. Well, if we’re not the first to tell you, you signed up for it. Don’t shoot the messenger.

Consent to communication checkboxes and Terms and Conditions are binding. No one wants to read them, no one wants to be bothered to go through the legal jargon. But is it so simple to just opt-out of marketing communication? If you choose this path will you not be able to receive a “forgot my password” email? What about a sale or promotion you are actually interested in? Confusing? It’s worse than you think. It all depends on how the company even manages your data, opt-in verifications, sunset policies, trickle down campaigns, and more. Even though there are regulations, companies can categorize your opt-in and opt-outs in as many ways they can come up with.

Just take a look at an article from Forbes, How To Turn Email Opt-Outs Into A Positive For Your Business. Some of the strategies companies use like:

1. Prevent Unintentional Unsubscribes

2. Offer To Reduce Email Frequency

3. Gather Feedback on Why People Unsubscribe

4. Make Goodbyes Friendly

5. Let People Who Unsubscribe Know They Are Valuable To You

Are customers expecting this type of customization? Do customers ever really come back if they unsubscribe? Unfortunately, for a business owner you really should be giving the customer the options to customize their relationship with you. You don’t want to come across like an annoying and overly clingy date, but you can’t be radio silent either. You can aim for “perfect” but you really should be aiming at “excellence”. The excellence being, giving options to cater to what the consumer wants.

There are risks involved as well. The CAN-SPAM Act considers each separate email in violation subject to up to $50,120. You read that right, per violation. Now of course, industry, context, and intent comes into play, but it should be more than enough of a reason to stay in compliance. The CAN-SPAM Act: A Compliance Guide for Business is a good resource for further information.

So where do you get started? Well, given the former, a well experienced Customer Relationship Manager Specialist is critical in today’s market. Customer Relationship Managers (CRMs) have grown over the past few decades to become indispensable for businesses of any size. When setup correctly, a properly managed CRM can automate, customize, and give instant tools and functionality to your customers so they can choose for themselves. You can categorize each type of your communications such as Promotions, Holiday Greetings, Important Updates, Article Postings, etc. This way, you can tailor each of your campaigns to be send to the interested consumers while always having “Subscription Preferences” incase they feel like you send a bit too much of a certain thing.

Not to mention, these platforms continue to condense and integrate with other services like ticketing systems, VOIP providers, invoicing and accounts payable. It’s actually quite impressive. Looking back, it seems absurd to think of all the multiple services and manual work in excel sheets we use to do. But those days are over. The consumer base in the United States is shifting its expectations to customization of service, ease of use, rapid response, and preferred engagement methods.  

This may seem like a lot of work to make a transition so accommodate all of this, but with the right strategic partner, it’s much easier than you may think. ALTAMIT is a team of subject matter experts that have been building complex web applications and platforms for decades. When you’ve built CRMs yourself, using one to it’s peak potential is the easiest part.

If you’re looking to increase daily efficiency, reduce staff work load, automate some repetitive tasks, or just make things more streamlined and consolidated, contact your local experts at ALTAMIT today. Visit ALTAMIT.net to chat live with an online specialist. Or call (888) 377-ALTA, that’s (888) 377-2582 to speak with a specialist now.