What are the best practices for CRM messaging to avoid annoying your customers?

Customer relationship management (CRM) is a skill that involves building and maintaining strong connections with your customers through various communication channels. However, not all CRM messages are created equal. Some can be helpful, engaging, and personalized, while others can be annoying, intrusive, and irrelevant. How can you avoid the latter and ensure that your CRM messages are well-received and effective? Here are some best practices for CRM messaging that you can apply to your business.

1 Know your audience

The first step to avoid annoying your customers with CRM messages is to know who they are, what they need, and what they prefer. You can use your CRM system to segment your customers based on various criteria, such as demographics, behavior, interests, purchase history, and feedback. This will help you tailor your messages to suit their specific goals, challenges, and preferences. You can also use your CRM data to personalize your messages with relevant details, such as their name, location, or product usage. Personalization can increase customer satisfaction, loyalty, and retention.

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2 Choose the right channel

The second step to avoid annoying your customers with CRM messages is to choose the right channel for each type of message. You can use different communication channels, such as email, SMS, phone, chat, social media, or push notifications, depending on the purpose, urgency, and frequency of your messages. For example, email is a good channel for newsletters, promotions, or educational content, while SMS or phone is more suitable for appointment reminders, confirmations, or urgent alerts. You should also consider your customers' preferences and opt-in status for each channel and respect their choices.

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3 Provide value and relevance

The third step to avoid annoying your customers with CRM messages is to provide value and relevance in every message. You should avoid sending messages that are too generic, too frequent, or too salesy, as they can irritate your customers and damage your reputation. Instead, you should focus on sending messages that are helpful, informative, or entertaining, and that match your customers' needs and expectations. You should also use clear and concise language, catchy subject lines, and compelling calls to action to capture your customers' attention and encourage them to take action.

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Caleb King

Principal Consultant
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The key to avoid annoying customers is value. The key to fundamentally good marketing is value. Write whatever web page, email, blog you need to and then review it a second time with the question in mind "how much value does this provide to a prospect or customer?" If the answer is hard to define, set your expectations low. If the answer is a TON of value, feel confident adding an extra form field or two. If you have a very valuable email but hate crafting subject lines then input your email copy into a generative AI tool and ask it to draft 10 catchy subject lines.

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4 Measure and optimize

The fourth step to avoid annoying your customers with CRM messages is to measure and optimize your message performance. You can use your CRM system to track and analyze various metrics, such as open rate, click-through rate, conversion rate, unsubscribe rate, or feedback score, to evaluate how your messages are resonating with your customers. You can also use A/B testing, surveys, or feedback forms to experiment with different message elements, such as content, design, timing, or frequency, and see what works best for your audience. You should use the insights from your data to improve your message quality and effectiveness.

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Caleb King

Principal Consultant
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There is an often overlooked component of measuring and optimizing your communications which is; If you are kicking off an experiment then you MUST have low expectations early on, be able to fail confidently and fast, and communicate the 'assumption of iteration' to all team members involved in the project. All the preparation and research in the world does NOT guarantee immediate and exemplary results. The best research you can do, in some cases, is live tests. If you iterate over and over and still see failure, go out and survey the audience. Ask them why its not working. Lead score is the best example. No one has ever rolled out a perfect and evergreen lead score on their first try. They iterated.

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5 Respect your customers' privacy

The fifth step to avoid annoying your customers with CRM messages is to respect their privacy and comply with the relevant laws and regulations. You should always obtain your customers' consent before sending them any messages and give them the option to opt-out or unsubscribe at any time. You should also protect your customers' personal data and information and use it only for the purposes that they agreed to. You should also follow the best practices and guidelines for each communication channel and avoid spamming your customers with unwanted or irrelevant messages.

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6 Build trust and rapport

The sixth and final step to avoid annoying your customers with CRM messages is to build trust and rapport with them. You should treat your customers as human beings, not as numbers or transactions, and show them that you care about them and their success. You should use a friendly and professional tone, address them by their name, and sign off with your name and position. You should also thank them for their business, ask for their feedback, and acknowledge their complaints or issues. You should also provide value-added services, such as rewards, discounts, or referrals, to show your appreciation and loyalty.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What are the best practices for CRM messaging to avoid annoying your customers?

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1 Know your audience

2 Choose the right channel

3 Provide value and relevance

4 Measure and optimize

5 Respect your customers' privacy

6 Build trust and rapport

7 Here’s what else to consider

Customer Relationship Management (CRM)

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What are the best practices for CRM messaging to avoid annoying your customers?

1

2

3

4

5

6

7

1 Know your audience

2 Choose the right channel

3 Provide value and relevance

4 Measure and optimize

5 Respect your customers' privacy

6 Build trust and rapport

7 Here’s what else to consider

Customer Relationship Management (CRM)

Rate this article

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