Implementing Customer Relationship Management (CRM) systems helps firms organise their mailing lists more effectively, an expert has said.

Industry expert Sudarshan Rajan, of MediaCom, said CRM systems can help companies in their database marketing efforts by segmenting business lists, consumer lists and business data.

Writing in DNA, he pointed out that CRM also plays an integral part in lead management because the application allows email leads to be nurtured and tracked right through to closing the deal.

Mr Rajan explained that CRM is also vital for managing business intelligence because it helps firms monitor customer trends regularly to pick up any major behavioural shifts.

“CRM functionalities would help [firms] significantly in managing and calculating customer lifetime value, optimising revenue cost management and maximising revenue per customer and helping profitability,” he said.

Business list segmentation is now more popular among marketers than it was two years ago, according to a recent report by the Direct Marketing Association.

Posted by Matthew Collins, Technical Director – IT Data Cleaning, Hygiene, Analytics, Databases