Over the holidays, while digesting food like one of those big snakes you see that’s swallowed a hippo, I found myself listening to some old episodes of the Ricky Gervais Show. During one conversation, the presenter Karl Pilkington explained how he’d once received a letter from a company that read: ‘Dear Mr K Dilkington, you are one of our most valued customers’... can you blame him for immediately putting that letter in the bin? In the same vein, I recently got an email from a global sports brand thanking me for 2024 – a year in which I never engaged or bought anything from them. All I could think was: “Why are you thanking me?”. You could communicate a whole world of things to people like me in your database, but it definitely shouldn’t be that.

Here’s where many brands go wrong: CRM isn’t a sales tool, it's a connections tool. The ‘R’ doesn't stand for ‘Ridiculous use of my data’ – it stands for Relationship. With that in mind, I’m going to outline some simple, evergreen dos and don’ts for CRM etiquette in 2025 and beyond.

DO…

Slow down on the sales emails:

Don’t be the brand that uses CRM to just sell, sell, sell – it gets tiring very fast. It might sound cheesy, but CRM really is about relationships first. There’s no defined answer to what that looks like for your business – it's unique to you and your customers. But be thoughtful about who you’re talking to and why you’re talking at all. And, if you have nothing to say, it’s ok to say nothing. In fact, in my experience, it's better.

Keep it human:

In the age of AI, don’t forget that people want to feel like, well, people. Sure, CRM allows for personalised emails and chatbots, but those tools are most effective when they amplify human connection, not replace it. I feel like I’m developing a sixth sense for spotting AI BS on platforms such as LinkedIn, and it’s an instant turn-off. Be human – we’ve done OK for the last 300,000 years or so.

Prioritise the integrity of your data:

The success of CRM hinges on clean, organised, and actionable data, as well as how you protect and use that data. You may have access to information about someone that can tell a story they don’t want to be told – it's your duty to ensure data is always used properly and according to the best interests of your customer. Accurate data doesn’t excuse poor judgment. Ensure your practices are not only effective but also ethical, and you’ll always win in the long-term.

Test, learn and adapt:

Test everything and test again. From CTA button colours, to word count, font, length, image size, ratios – the details matter. Once, while working for a national retailer, we changed a button from orange to black and saw CTRs jump from 3.5% to 6.2%. But, be careful – if you just start testing this and that without a thought, you really won't learn anything that valuable. Build a testing strategy plan before anything else.

DON’T…

Let automation take over:

Automation has been an incredible tool in CRM for years now, but it needs to be harnessed correctly. Over-relying on pre-programmed messages can strip away that human touch we all love, and leave customers feeling like they’re dealing with a robot… because they are. Last year, during a high-profile customer service dispute on X, an airline had their automated responses ignore the actual issue, making customers feel unseen and unheard. Just today, I received an email from a basketball team that solely featured a player who no longer plays for the team. Stay alert: automated ≠ done.

Treat all customers the same:

Spotify is an example of the good and bad here. They set the trend for offering mass, highly personalised storytelling content through their wildly successful Wrapped series. However, they came under fire in 2024 for what some people have called an over-use of AI, creating a bland experience compared to other years. Segmentation and personalisation can create moments of delight that resonate deeply with individuals, but when you set the standard, you have to keep it there. This relates to my earlier point about using data with integrity. If you have a one-size-fits-all approach, it will show in your results. Offer difference.

Forget the offline world:

The way you use CRM has to be multi-channel, not stand-alone. This is the way it's always been and should be. What you say on social, should be reflected in email, and what you're doing in email should be reflected in your out-of-home packaging. Oatly is a great example of a brand that lives and breathes this. No matter where you see Oatly, you always get that Oatly experience. Stay consistent.

Any tips you’re going to implement from now on? At ActionRocket, we can help you tighten up your CRM etiquette and craft human-led conversations that resonate with your customers. Drop us a message to find out more!