Think you’ve got a good small business customer relationship management system going, just because you have a database full of email addresses? Think again.
Top 5 reasons email addresses are useless
- To be truly valuable, leads need to be qualified
- You need permission to contact people — otherwise, you’re spamming
- An email address tells you nothing about the contract’s profile
- To be effective, you need to target leads and prospects by qualification status
- If you don’t have a system to measure and learn from responses (or the lack thereof), you’re throwing your money away
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