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Is there anything e-mail can't do? Marketing technique doubles as affordable campaign management, CRM for small businesses.

Publication: B to B
Publication Date: 09-MAR-09 		Format: Online
Delivery: Immediate Online Access
Full Article Title: Is there anything e-mail can't do? Marketing technique doubles as affordable campaign management, CRM for small businesses.(Direct & Database)

Article Excerpt
Byline: CHRISTOPHER HOSFORD

Customer relationship management (CRM) solutions are traditionally thought of as sales-lead tools used by the sales team in the field. E-mail, by contrast, is usually considered a direct-marketing channel, with the finger of the marketer hovering over the send button.

For small businesses, however, the distinctions between CRM and e-mail may be blurred. Many small businesses and entrepreneurs rely on commercial e-mail solutions as their primary CRM tool, the most potent source of information about their customers and their history of questions, complaints and purchases.

"Obviously e-mail can't be a full-fledged CRM tool, but a CRM application would be overkill for us,'' said Chad Barczak, CEO of IDX Inc. "We use e-mail more or less as a ticketing system...

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