Reconciling CRM and email marketing for a successful digital customer relationship
There is no doubt about email marketing’s effectiveness. This approach is six times more effective in click-through rate than tweets and can provide a return on investment of up to 4,200%. And according to Agile CRM, a CRM can increase their conversion rates by up to 300%. Email marketing and CRM can, therefore, positively impact a company’s marketing activity and sales.
Usually, we do not think a CRM email marketing solution is powerful enough to combine. The first thought when you want to send a marketing email is to turn to free online tools.
But what makes them different, and how do you combine their strengths?
Prospect Wallet takes up the pen to prove that customer relationship management and email marketing are complementary, with one reinforcing the other.
“Every email is a customer survey of your target market. By testing, they vote on what resonates best with them.” – Kath Pay.
What exactly is CRM, and how does it benefit your business?
CRM is a management tool that enables you better to manage your interactions with both current and potential clients. By getting to know your clients better, you want to increase engagement.
A CRM platform records all interactions between you and your customers, from customer data to customer engagements. It manages the entire customer lifecycle.
Let’s say you currently have 1,000 customers. Even though these people have already agreed to support your business, you shouldn’t stop communicating with them, right? To show these clients that you still appreciate them, you must develop a tailored marketing approach.
“Every contact we have with a customer influences their decision as to whether or not they’ll come back. We have to be great every time, or we’ll lose them.” – Kevin Stirtz.
CRM and Email Marketing: An Ideal Symbiosis
Email marketing’s relevancy is significantly increased when you link it to your CRM. It is thus possible to provide offers that are tailored to the recipients’ profiles and that they will actually find interesting.
By addressing the recipient directly, such as by using their first name in the subject line, you can further improve the personalization of an email. The best strategy to improve email engagement metrics is to use personalization components, according to HubSpot’s State of Marketing Report 2020. A clean and updated database is necessary to increase the relevance of customization and widen the range of options.
Why Link CRM to Email Marketing?
The sales and marketing teams’ work is made easier by the integration of email marketing with CRM. This integration enables you to significantly boost your return on investment in addition to allowing you to manage everything from a single platform. Its sole objective is to maintain contact with leads and existing customers and to constantly remain at the forefront of their minds.
Today, CRM with email marketing is one of the most effective ways to connect with prospects and inform current clients about new products and services. Your database will be used to its full potential by sending out emails, which will enhance customer relations. While the CRM develops, adapts, and customizes your emails. Businesses can gain a lot from the introduction of email marketing CRM software in terms of cultivating strong relationships with current clients as well as with prospects.
Email Marketing Using a CRM is Measurable
When you combine CRM with email marketing, which is typically measurable, you get really measurable outcomes quickly. The phrase “results are measurable” refers to the fact that you can measure the open rate, click-through rate, and the number of subscribers and unsubscribers to the emails using these outcomes.
The same capabilities of email marketing are available in email CRM software, which also enables businesses to discover even more vital information about their prospects and determine which aspects of their present email marketing tactics need to be improved.
“That which is measured improves.” – Karl Pearson.
Precise Targeting of Emails
With an external email marketing tool, you can’t get to your database directly. The majority of the time, the database must be exported to Excel and then imported again into the email marketing tool.
It is common to send emails to the complete database rather than segmenting them to save time. The outcome is obvious: inappropriate, untargeted, impersonal email marketing and a return on investment that falls short of expectations.
Additionally, there are a number of people who unsubscribe, who can no longer be contacted through this route, simply put, a twofold penalty. On the other hand, the integration with the CRM tool enables the creation of incredibly segmented lists for the purpose of sending targeted emails.
Improved ROI for Emails
Email writing and delivery take time. Furthermore, sending those emails is always risky because you are unsure of whether they would influence your prospects to buy from you or send them to a competitor. You won’t be able to see that an email contributed to a sale.
You can determine the precise impact of emails on your sales when your CRM is linked to your email marketing. You can observe which emails perform best and how many emails result in sales.
Enrich Your Database
Email marketing aims to get a response from or activate a customer or prospect. But if this behavior isn’t recorded in the CRM and is consequently unavailable to salespeople, what’s the point?
Instead, by linking the CRM with email marketing, it will be feasible to improve and personalize customer relationships by enriching customer and prospect data and giving salespeople useful information. Because they are more knowledgeable, the salesmen can tailor and personalize their pitches and close more and better deals.
Triggers can be configured.
The transition from a possibility to a closed deal can be challenging. Additionally, there are various ways to get there. You can use an email to persuade the prospect to take the route you want at each fork.
Triggers are a simple way to remind customers to act by sending them an email at the appropriate moment. For example, you can send an email directly from your CRM to a prospect who attended your demo but hasn’t acted for 48 hours to remind them of what they might be missing. This remarketing email is really effective and helps in many deals being closed. 63% of abandoned carts can actually be recovered.
In conclusion, even though setting up emails is easy and cheap, this does not mean that they should be neglected. Contrarily, email has become so widely accessible in today’s market that you must succeed in standing out by providing niche and unique information. Unsurprisingly, the integration into a CRM solution enables you to maximize and confirm this differentiation. Email marketing must be completely integrated into customer relationship management, just like marketing automation.