We have already discussed the role that email can (and should) play in a retention strategy. But email also plays a part in the customer acquisition phase, making it as much a tool for Prospect Relationship Management (PRM) as for Customer Relationship Management (CRM).
Both acronyms have "relationship management" in common. And that's where email excels, as the ideal tool for creating and maintaining a relationship between publisher and reader, between brand and (future) customer. A relationship that begins with the traditional "welcome email" and ideally continues with a series of messages, the content of which will be adapted according to the reactions (or otherwise) of the recipient.
Most automation platforms (often linked to CRM or emailing software) enable the creation of scenarios whose triggers will be both interactions with message content (opening, clicks, etc.) and external events (visit to a web page, filling in a form, online purchase, telephone conversation, visit to an offline point of sale, etc.).
In the prospecting phase (PRM), the aim of email is to turn a lead into a customer. Automations will adopt an informative tone, delivering as much high-value-added content as possible, without forcing the prospect's hand. The relationship must be established smoothly. A customer won through trust will be more valuable in the long term than a prospect who falls for an easy promotion. During the seduction period, we advise you to give so that, once the prospect has become a customer, you can start receiving. Don't inundate the prospect with a cascade of emails, and moderate your enthusiasm. Make sure your wording is clear, concise and impeccable. Don't multiply concepts in a single message. Use images sparingly. It's often more effective to start the relationship with text-based e-mails (which generally pass the spam filter test, provided you don't overuse suggestive terms). Reserve HTML for content that really requires graphic formatting. Think about the relationship between your e-mails and your website, and pay particular attention to the landing pages where readers who click on a hyperlink will end up. In particular, make sure that these readers understand from the outset that the sender of the email is indeed the designer of the landing page. This requires consistency between the visuals of your email and your landing page.
If your campaigns are initially the fruit of your intuition, be sure to refine them after analyzing the data generated by the first interactions. You'll soon realize which messages are the most effective and which ones have lost your prospects' attention. If your automation tool allows it, do AB testing between several formulations/layouts. Vary your CTAs too. A 1% or 2% difference in your conversion rate will have a significant impact on your acquisition costs. Once you've converted the lead into a customer through your PRM efforts, make sure that the tone of your CRM campaigns evolves with the customer's maturity and expectations. The advantage of email is that it enables a resolutely individualized approach (people-based marketing). So make the most of this opportunity, and always consider it a privilege. Best wishes for a successful PRM - CRM strategy!
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