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| Sending out a warning
into the air just won’t work to provide your clients with urgent and important information. Photo credit: alistair Cotton, www.123rf.com |
This has been a really trying week here in our office. You
see, we have had our website hacked. And we have been frantically trying to get
it fixed. You might think that is because we don’t want to miss any potential
clients, and it is. But even more important to us is that we don’t want to
share any viruses or any bad digital thread with any of our existing clients
and contacts.
And, we have several programs with open registrations, blog
posts and other bits of information out on social media and in email
communications that link back to our site.
Now, you might wonder why I am telling you all of this.
Well, we have figured out the protocol for when bad things happen and we have
to notify our clients urgently. We know we can’t just stand at our office door
and yell out into the street. We have to be effective!
When it’s urgent to
reach your tribe…be smart and use your CRM
It’s your CRM. Yes, once again a CRM is key to making
business work. With all your contacts in a CRM like AddressTwo, you can very
quickly send out an urgent message and reach as many people as possible. With a
subject line that lets them know there’s a problem and you have an important
message, your open rate (ours did) will soar.
This solution is not limited to letting people know your
website is down – or is dangerous to their digital health – but also any time
there is a problem, great news, or important information they need.
If you are making regular touches through a weekly email or
monthly digital newsletter, your contacts expect to hear from you and your
subject line should let them know you are sending a message for them. But when
these random important communications go out, you have to let them know there
is a special event, reason or warning that you are sending and your subject
line is the place to do that.
Of course, you can put the information out in your social
media, but social media connections are sporadic. The latest statistic I’ve
heard is the only 7-10% of your fans see your posts on Facebook and tweets are
swallowed in a blink of the eye. So using your email list makes sense. It’s
fast, effective and easy.
The case for a
contact list in a CRM
Sure you have contacts in your email and you may even have
groups set up for emails, too. But building a contact and client list in a CRMmakes life really easy. You will recognize that when you have an urgent need.
And the beauty is that it grows right along with your business. It’s not a fill
it in and then continually have to update. No, you build it one person, one
contact, one client at a time and before you know it, you have a herd, or a
tribe, whichever way you want to think about it.
Choose the technology app that serves you best and can grow
with you. Choose one and use it. Don’t get caught out with new somethings that
are bright and shiny. Stick with one until it no longer serves your purposes.
Learn all the features and utilize every tool inside it.
You’ll find your day-to-day operations and those random,
urgent situations can both be handled quickly, easily and professionally.
-Jack
Klemeyer
