Using BOMA as a CRM (Best Practice Guide)

The strongest success pattern is simple: import good data, organise it clearly, then use that structure to send targeted and useful communication.

1) Importing lists and tagging - start with clean contact data

Treat the email address as the key identifier

BOMA uses the contact email address as the unique identifier for a contact. That means:

• Missing email addresses block import and sync of a contact
• Duplicate email addresses can create confusion in list counts in imports and sync
• Changing an email is better handled as a new clean record than trying to force mismatched data together

Import with a clear tagging plan

Do not import a large list and decide the structure later. Before importing, decide:

• What groups matter to you
• Which contacts belong in which group
• Because BOMA uses email address as a unique identifier, this is how you import and tag groups - e.g. a list for "company", "individual", "prospect" etc.

A good tagging structure usually reflects meaningful client groupings such as:

• service line
• client type
• source system
• office or location
• engagement level
• topic interest

For example, instead of one broad database, use tags that separate clients by things like tax, payroll, GST/VAT, BAS, advisory, software interest, or event interest.

Keep tags simple and stable

Use a small number of clear tags that your team will actually maintain and use. Too many overlapping tags usually make segmentation harder, not easier. If two tags mean nearly the same thing, combine them.

Review sync assumptions carefully

If you sync contacts from another system, be clear about what does and does not flow into BOMA automatically. The best approach is to document:

• The source of truth
• Which records should sync
• Which fields matter for segmentation
• How often someone should review exceptions

2) Sending and targeting emails

Segment before you send

The best email results come from sending to a defined segment, not the whole database. Our experience consistently points toward better outcomes when firms group contacts by relevance first, then send.

Useful segments often include:

• Client service needs
• Lifecycle stage
• Software platform or business type
• Event attendance or topic interest
• Active clients versus prospects

Match the message to the segment

A contact list is only useful if the message fits the audience. If a segment exists only because it was easy to import, it usually will not produce strong engagement. Build segments around communication needs, not just data availability.

Use bulk email carefully

Bulk email works best when it feels specific rather than generic. When sending to a larger list:

• Confirm the list is current
• Make sure unsubscribed or invalid contacts are handled correctly
• Test the segment before a full send
• Avoid mixing unrelated audiences in one message

Use tags and segments as targeting tools, not just labels

Tags should lead directly to action. If you tag contacts by service area, software, or interest, use that structure to send more relevant newsletters, updates, event invitations, and follow-up content.

Protect deliverability

A good CRM process does not end at segmentation. Email performance also depends on whether messages can actually be delivered and land in the inbox. Sender authentication and email setup can become blockers if they are not handled early. In practice, targeted sending works best when you also keep your sending setup healthy and monitored.

3) Personalising and making content relevant

Relevance beats volume

Firms should send fewer, better-targeted messages rather than more generic ones. BOMA is most effective when content is tailored to what a client group actually cares about rather than a simple newsletter that tries to cover all contacts.

Personalise with meaningful business context

Useful personalisation usually comes from segment-level relevance first, then individual details second. Start with:

• What service the client uses
• What kind of client they are
• What topic matters to them
• What stage they are at in the relationship

This is far more effective than simply relying only on first-name personalisation - but do include their name!

Build content around client needs

Content should answer a clear reason for sending. Good examples include:

• Updates tied to deadlines or compliance periods
• Software or process updates relevant to a specific client group
• Newsletters for a defined service area
• Event communications for people with a known interest
• Follow-up content based on what a prospect or client asked about before

Use CRM data to make communications smarter

The more useful your tags, lists, and synced fields are, the easier it becomes to tailor content well. If your CRM structure cannot tell you who should receive a message, the problem is usually not the email itself. It is the data structure underneath it.

4) Success Strategy and Plan

Decide what success looks like

Use BOMA as a CRM to support a few clear goals, such as:

• sending more relevant client communications
• increasing engagement with newsletters or campaigns
• improving follow-up by interest or service line
• keeping contact records current enough to trust segmentation

Make someone responsible for data quality

One consistent risk is that databases drift when nobody owns them. Assign someone to regularly review imports, duplicates, outdated contacts, unsubscribes, and segment logic.

Train the team on the basics

A simple system used consistently beats a powerful system used inconsistently. Teams tend to get better value from BOMA when everyone understands:

• how contacts are added
• how tags are applied
• how lists are maintained
• who approves or sends campaigns
• what should be updated manually versus via sync

Recommended operating model

If you want BOMA to work well as a CRM, use this operating model:

1. Import clean contacts with email addresses and minimal duplication.
2. Apply a clear tagging structure based on meaningful client groupings.
3. Create segments from those tags for repeatable targeting.
4. Send communications by segment, not to the whole database.
5. Tailor content to the segment’s needs, not just the campaign calendar.
6. Review syncs, list hygiene, and deliverability regularly so the CRM stays usable.

Bottom line

BOMA is most useful as a CRM when it is treated as a structured communication system, not just a contact store. Clean data, disciplined tagging, focused segmentation, and relevant content are what make the platform valuable. The common failure points are messy imports, unclear tag logic, weak ownership, and sending messages that are too broad to feel useful.