By Michael Vicchitto | The Daily Anchor
I’ve ripped through three email marketing tools in 2 years, and I’ve finally found one that doesn’t drive me crazy. In fact, I like it. Can mass emailing be fun? Genius.com thinks so, delivering an easy to use solution that also boosts your customer IQ.
Genius Pro is a web-based email marketing and lead management solution with some interesting added benefits. I’ve been using the software for just over a year with solid success, and believe that it helps Sales and Marketing end users work together to be more successful.
Genius Pro accomplishes this lofty goal by offering a “Send on Behalf” capability in conjunction with the AIM-like Genius Tracker. A Team Sender – generally someone in Marketing- sends out personalized emails on behalf of individual sales reps. The Team Sender controls campaign content and messaging by leveraging email templates and SmartGroups, which are essentially criteria-defined lists of contacts fed from CSV files or your CRM.
With Genius, sales users can also send their own personalized emails, and it’s easy enough for the novice user. I can select recipients from my CRM solution, currently salesforce.com. Genius recognizes the owner of the Contact or Lead record, so non-Team Senders can only send to contacts they own. The email content is then created, from an intuitive editor (or HTML for the advanced user). Mail Merge fields are a feature of email creation, so setting up a personalized signature, greeting, or relevant statistic from your CRM is a snap. The resulting effect is a personalized email experience for the recipient, and zero effort on the part of the Sales representative.
Instead of relying on contact lists or direct replies to motivate your Sales team into action, the Genius Tracker is activated at the Sales rep’s workstation. The Tracker pops up and sounds an alert when a recipient they own is online. It instantly indicates whether the prospect opened the email and clicked through to the website. It also provides a replay of each page visited and a complete visit history to your site, to give you deeper insight into the prospect’s interests. This activity data is also associated to the lead or contact record in salesforce.com.
The Sales rep can now make a more informed call, at a time when they know their prospect is engaged and available. This seamless process brings Sales and Marketing together to close the gap between lead generation and deal closure.
Other capabilities include campaign reporting, live chat, spam scoring, and an ESP email infrastructure that helps ensure solid deliverability. Genius.com is a good value, especially for a small Sales & Marketing organization that has to make the most out of their email marketing dollars.
You can learn more at www.genius.com.
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