The “Batch and Blast” Trap
If your CRM campaigns are the same for every customer regardless of what they’ve bought, browsed, or how loyal they are — you’re making one of the most costly CRM mistakes: the one-size-fits-all approach.
This is the “batch and blast” mentality: send a generic email or SMS to everyone in your database and hope something sticks.
It’s fast. It’s easy. And it’s quietly killing your customer engagement.
Why Generic Campaigns Don’t Work
- Irrelevance drives disengagement → Customers start ignoring your messages because they don’t feel relevant.
- Lower deliverability → Engagement rates drop, hurting your sender reputation, which means fewer messages land in inboxes.
- Missed revenue opportunities → You fail to upsell, cross-sell, or retain customers because your message doesn’t match their needs. Personalisation is no longer a competitive advantage — it’s the minimum expectation.
So here is how to fix it
- Leverage Behavioural Data
- Track purchase history, browsing behaviour, and engagement with past campaigns.
- Use this data to send product recommendations, relevant offers, and content that matches each customer’s profile.
- Automate Lifecycle Campaigns
- Welcome Series → For new customers, focus on onboarding and building trust.
- Post-Purchase Flows → Suggest complementary products or usage tips.
- Reactivation Flows → Remind inactive customers what they’re missing.
- Dynamic Content Blocks
- Instead of creating separate campaigns for every audience, use CRM tools to change specific sections of an email based on the recipient’s data.
- Example: The hero product image changes based on the category a customer last purchased from.
- Test and Optimise
- Run A/B tests on personalised vs. generic campaigns.
- Measure not just opens and clicks but also revenue per recipient.
Complex Case Study
A beauty brand we worked with relied heavily on mass email blasts. We redesigned their CRM strategy to include:
- Product-specific post-purchase recommendations.
- VIP-only offers for high spenders.
- Seasonal content tailored to past buying habits.
The result?
- Email click-through rates increased by 42%.
- Revenue per recipient jumped by 31%.
- Unsubscribe rates dropped by 26%.
