Why Investing in CRM Will Mean the World to Your Supporters

Why Investing in CRM Will Mean the World to Your Supporters 550x300

Years ago, I worked with a client who was trying hard to use segmenting and conditional content to create a more relevant experience for their constituents via email. We looked at the data, we found the people who took action on a particular issue, and then we grouped them together so that we could better tailor their communications to that issue. It helped. We saw some lifts in core email marketing metrics. But we were always left with a few nagging problems: What happens when the organization needs to send out information unrelated to that action and what if they did something different between the last time we sent them something and the next time we were about to send them something?

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