If you’re in the business of marketing, you realize that email marketing is still one of the most effective ways to reach and communicate with your customers online. Most business owners recognize the importance of email marketing, and usually attempt to set up an email marketing program.
So let’s take an example of a company that wants to engage in email marketing, but doesn’t have a CRM system. Typically, the first thing that comes to mind is to use their contact manager, such as Microsoft Outlook, to send outbound email messages. However, once they start to send emails to more than a few hundred individuals, they run into problems. Deliverability of the emails diminishes, Internet service providers begin to prevent them from sending large blocks of emails and block their address, and the server’s bandwidth starts to choke (resulting in significant slow downs). Further, if they want to personalize the email, such as “Dear John”, they will not be able to achieve this.
It’s at this point that business owners decide that they need to use a better tool to send their emails. Let’s now assume that a business is using NetSuite’s CRM. Here are some of the advantages of using NetSuite’s combined CRM and ERP for email marketing.
- All Customer Information In One Place – NetSuite provides THE central database for customer information. In other systems, the customer’s personal information may be one system, and their sales orders would be on another. In NetSuite, all of the customer’s information is located in one system – and that means that you can schedule emails based on both the customers data, as well as their purchase history. This provides a business with a more strategic and tactical approach to emails, allowing them to know when to send different types of emails based on where the customer is in the sales conversation.
- A More Cost Effective Solution – The NetSuite email marketing tool is good for companies that have a modest amounts of leads, and have relatively complex email reporting/distribution requirements. Standalone bulk email solutions like ExactTarget and Silverpop charge per send or per send package are none to be more economically if you are sending millions of email per month. But they are weak in that they are not connected to the business data.
- Bringing More Employees Into the Conversation – When businesses use Outlook for their email marketing, one of the severe disadvantages is that the conversations remain personalized in the senders inbox. When using NetSuite’s email marketing tool, multiple employees can enter into the conversation, track the progress of email sends, and make suggestions for customer interactions – not to mention track clicks, open rates, etc. Another feature is that the sales team can also continue to attach information to different leads – such as who has converted from a lead to a prospect and finally to a customer. That customer then is segmented into a different email list within the CRM.
The company that continues to use Outlook without converting to a CRM is at a disadvantage against their competitors. When combining a CRM with an email marketing tool, your business becomes more effective at communicating with your customers, which leads to better business, and more revenue.













