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CRM For Dummies by Lars Helgeson

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Chapter 10

Communicating Effectively with Email

IN THIS CHAPTER

check Setting up your DNS to ensure maximum deliverability

check Knowing the legal requirements for sending email

check Building and maintaining email lists

check Personalizing messages for maximum impact

check Tracking email response and behavior

Email is by far the most common method of communication, particularly for business-to-business messaging. It’s the single most used application for digital communication. Email can be used for personal emails from your salespeople, or it can be part of campaigns from your marketing team.

Email marketing as an industry has been around for many years. People in business are used to sending and receiving emails. Some businesses understand the power of this medium and use that power responsibly. Others don’t, having fallen for the false promise of spam and the low cost of sending unsolicited mass emails.

Blasting emails to your contact database is simple and relatively inexpensive, but it must be done responsibly ...

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