Integrating CRM with email marketing can offer multiple benefits to your business. It allows you to create more effective email marketing campaigns by combining customer data with the ability to send targeted and personalized emails. This not only improves your customer engagement but also increases your sales.
But, a strategic approach is a must. In this post, we will explore the best practices for using CRM with email marketing.
However, before diving into that, it is crucial to set your goals first. Let’s explore why.
Importance of Establishing Your Goals
It is important to establish clear goals before integrating CRM with email marketing. This can help you ensure that the integration is effective and meets the needs of your business.
Here are a few reasons why establishing goals is important:
- Measurable goals provide you clarity on what the integration should achieve. It helps you ensure that this integration is aligned with your business’s overall strategy.
- You can generate relevant insights from your resources. This helps in directing your efforts in the right direction.
Effectively Using CRM With Email Marketing
Let’s explore how multiple businesses are succeeding by combing CRM and email marketing.
1. Improving customer engagement and boosting sales
Lead conversion is the toughest challenge for any business. However, you can overcome this by sending email sequences (drip emails).
Email sequences allow you to send a series of emails to your potential customers according to their behavior.
For instance, you can start your campaign by sending a welcome email followed by your business’s information, and other follow-up emails. This helps you keep your customers engaged.
Just make sure that you send at least 5 to 6 follow-up emails.
Why? A study by Harvard Business Review found that 56% of customers complain about poor follow-up.
But now, the important question is How do you begin your email sequences campaign?
Well, simply by integrating your CRM with email marketing.
A CRM can help you gather and analyze data about your leads’ behavior and preferences. This will further allow you to personalize your emails according to your audiences.
For instance, assume that you are an e-commerce store and your CRM consists of data of people who have abandoned their carts. You can run an abandoned-cart campaign.
A free drip email campaign software like SafeMailer can help you here.
It helps you humanize your sending pattern by customizing your drip emails according to your customers’ time zone. Thus, increasing your deliverability rate.
2. Cross-selling and Upselling
You can do this to boost your sales.
Upselling is another objective your business can focus on. Of course, we all know that selling to an existing customer is more cost-effective than acquiring a new one.
With the help of a CRM, you can gather insights regarding your customers’ previous purchases. For instance, if someone has purchased a sneaker, you can pitch him a more expensive version via email.
Unlike upselling, here we pitch additional products or services that complement your customers’ previous purchases. For instance, you can sell an SEO service to a customer who has a got a website developed by you.
The CRM data will help you understand your customers’ previous purchase patterns, site activity, and email engagement. Once, you know what your customer needs, your cross-sell approach automatically enhances. Thus, helping you curate successful email marketing campaigns that boost sales.
Most of the time, a customer may show interest in your service but never make a purchase. Or has made a purchase once and never engaged with your business for a long time.
It could be due to multiple reasons. They may not be interested in your services/products at that time, may have some financial issues, or may not need them.
But situations change. You can retarget such cold leads with cold email marketing.
Here, CRM integration will help you gain insights into how they previously engaged with your business and understand their needs.
Best Practices For Using CRM With Email Marketing
CRM varies according to the type of business you have, the customers you target, and the campaigns you run. Mostly it includes two kinds of audiences:
- Existing customers: The ones who are already your customers.
- Leads: The ones who have shown interest in your services or products.
These two types can further be segmented depending on their behavior and actions. Running one common campaign for all won’t prove to be essential.
Hence, segment your list according to your customer demographics and behavior patterns.
Once you have properly segmented your list, you can easily personalize your emails targeting your individual recipients’ needs.
Analyze the data stored in your CRM and gain insights about your customer’s interests. This will allow you to dynamically tailor your emails.
You can nurture your leads with automation. Automating your campaigns will also help you save time and effort. However, make sure you choose an appropriate tool that will improve your deliverability rate.
Track and measure the success of your email campaigns, such as open rates, click-through rates, and conversion rates.
Continuously update your data to ensure that your email campaigns are relevant and effective.
Optimize your email campaigns to improve their performance and increase their impact.
CRM provides a centralized and consistent view of customer interactions and behavior. This allows you to create highly personalized emails, resulting in successful email marketing campaigns. You can further track and measure the success of your email campaigns and identify areas for improvement.
CRM and email marketing together can drive awesome results for your business. However, you should know how to utilize this integration strategically.