Despite the growing popularity of social media, email marketing keeps its position with over 4,2 million users worldwide. With multiple methods of providing the required information, emails are one of the most convenient means of reaching new and existing consumers. However, with the increasing demand for personalization and curated content, you need to make sure that the letters you send are getting the right audience at the right time. The latter is possible by combining a solution of consumer relationship management (or CRM) with your existing email marketing tools.
You can utilize the data you get from CRM to send more personalized letters, increase ROI, build a more compelling consumer relationship, etc. Let’s explore the advantages of integrating CRM into your company’s email marketing and discover how it can benefit your current business.
Definition of CRM and its software platforms usage
CRM software is a set of various applications utilized for managing your ongoing relationships with clients, working on their optimization and improvement, and enhancing marketing and sales. The CRM functions are managing contacts, leads, and sales; conducting analytics and reporting; automating workflow, and ensuring agent productivity.
With CRM, your company can store all the information about your consumers, including their contact details, purchase history, buying behavior, past interactions, and much more. The latter can be exported from Salesforce to Excel, for instance, and analyzed to ensure every client is treated correctly.
Importance of CRM and emails for digital marketing
With the help of CRM, you get the opportunity to launch successful campaigns in digital marketing and ensure business growth. CRM helps you track your consumer satisfaction level and gather information about their buying preferences. The latter helps send out better-curated content and establish effective communication. And with a better half of people still choosing email as their preferred means of communication, you need to have a well-thought-out email strategy with timely and relevant messaging.
Email marketing, along with CRM, when used together, can supply you with in-depth consumer information, valuable resources, and needed tools for establishing a digital marketing strategy that works. While CRM has all the records about your client, marketing automation, in turn, helps you use the documents to send out emails, craft texts, and web pages. To succeed in digital marketing, you need both.
With CRM, you have excess to all the details that are usually missed: how often people get in touch with your company, what products they love the most, their usual buying behavior, what persuades them to complete a purchase, etc. Once you have an overview of consumers, you can utilize it for email targeting, advertising products people are interested in, reminding them about sales in their preferred category, or greeting them on a special occasion with a coupon or a discount.
CRM advantages for email marketing
In email marketing, where personalization is key to success, CRM is a rather beneficial tool. The latter allows you to customize emails and automate many processes, driving better results and improving engagement. But there’s more. Let’s dive into your business’s advantages of utilizing CRM software.
Consumer segmentation is crucial in email marketing. It helps you pick the right people for the content you are about to share with them, increases open rates, and improves the company’s revenue. Whenever people get content that clicks with their interests, they will be more likely to check it out.
With CRM, you get an opportunity to segment your consumers based on their location, gender, age, buying habits, and preferences. With such a tool, you can even craft two separate email campaigns, targeting people in two locations with absolutely different needs.
Have a look at the below emails from Everlane. The brand can craft campaigns for different consumer groups based on their location and gender with proper segmentation. They look highly personalized, but they also tick the boxes in terms of consumer needs.
With CRM, you can take your email personalization to a completely different level. You can gather information from several channels, add it to the database and use it to your benefit. You can build personalized communication through multiple steps, like adding a name in the subject line, reminding people about an item being back in stock, suggesting alternatives, offering a discount on the item they have been looking at for a while, or simply greeting on a special occasion.
Suppose your clients have been searching for a particular item on social media or have already enquired about one through your consumer support. You can add a note to their profile and use the information to secure a sale. Once the item is in stock, you can send an email and even add a discount for their patience. Consumers will appreciate the attention and will be more likely to stick with you for longer.
Integration with third-party software
With a good deal of helpful software at your disposal, there is only one inconvenience of managing them all simultaneously. Here is where CRM comes in handy. The latter serves as a centralized platform for all your third-party software, eliminating the need to log in to each one separately and making the extra manual effort.
You can have all the social media, automation, and email development tools in a single place, saving yourself a reasonable amount of time when crafting an email campaign. Besides, if your current CRM doesn’t have functionality for third-party integrations, you can always add it using APIs.
Lean automation process
CRM can help you automate most of your communication in email marketing. You can schedule letters based on consumer interactions, recent purchases, and inquiries. You can plan outreach and reminder emails, automate email responses, weekly newsletters, and purchase confirmations. Automation saves time and changes the way you target new clients.
If you have consumers worldwide, you will benefit from automation, as your email campaigns should be sent at different times, depending on the location of your clients. Besides, knowing how much time and content matter for a follow-up email, you will not need to worry about forgetting to send one. Automation will do the job of scheduling everything at the time you need it to.
With automation through CRM, you can schedule follow-up letters based on the chosen triggers, like an abandoned shopping cart or a click on a page with pricing. Some software even has functionality for customizing trigger emails to fit the contact base better.
Analytics and experimenting
CRM helps you craft your marketing campaigns, analyze them, and further improve them. You get comprehensive analytics with visual charts and detailed graphs for an in-depth overview of your campaign, its weak points, and comparisons with the previous ones.
Besides, CRM has a massive capacity for storing data, so you will not need to worry about collecting data from multiple campaigns regardless of their size. You can complete some practical operations with CRM analytics: from monitoring events to web analytics, from reviewing campaign performance to email testing and predictive analytics. The latter will assist you in identifying what to focus on in your next campaign and avoid potential risks.
When utilizing CRM in email marketing, you can better manage your data and use it to your advantage, engaging with clients, boosting consumer focus, and establishing a much more effective relationship with them.
With CRM, you can segment your current audience, personalize your communication, and schedule all the required emails and alerts, ensuring they are timely and relevant to each consumer group. And with the help of predictive and visual analytics provided by CRM, you can analyze every campaign and improve it for better results.