A successful email marketing campaign gives you $38 in return for every $1 spent. What’s more, 66% of customers make a purchase by clicking the link in an email.
But to get perfect results from email marketing, it is not enough to send letters occasionally. This tool requires a well-thought-out strategy, a serious approach to content creation, testing, analytics, and continuous improvement of mailings.
The integration of your CRM and email marketing tools will help facilitate these tasks. Now we will tell you about 8 benefits of such integration.
1.Empowering your sales team with valuable insights
CRM helps you track consumer’s shopping behavior, which you can analyze and infer certain insights about his buying preferences, and then — send new, more effective emails based on those insights.
You will be able to see various parameters at a glance:
- what letters customers open more often;
- in which emails they follow the links;
- what CTAs they click on most often;
- where are the best places in the text for adding links (where do they work best);
- where and when users are most engaged in your emails.
All this data will help your sales reps customize their approach to each particular prospect.
Let’s take Salesforce and Outlook as an example: this integration saves salespeople plenty of time on entering data and switching between the apps, helps keep track of important email conversations, quickly access important messages from Outlook and manage Salesforce records in one place, and quickly and easily create effective email templates.
It would be nice if Salesforce for Outlook, an integration app, wouldn’t need maintenance and frequent version updates. But it does.
But it’s not a problem anymore: you can try Revenue Inbox instead! It’s a #1 Salesforce outlook plugin that offers a brand-new level of insights for every email you work with.
You can view and update the right pieces of real-time Salesforce data right in Outlook, as well as customize specific Salesforce objects and fields and set the order in which you need to see them in the sidebar.
This plugin (Revenue Inbox) is presented by Revenue Grid, a Salesforce-native, AI-powered Guided Selling platform that provides sales teams with step-by-step guidance to win key deals using full sales data, proven strategy, and expertise.
2.Creating the ultimately personalized approach
Emails with personalized subject lines generate 50% higher open rates, and, on average, their click-through rate is 14% higher (Yes Lifecycle Marketing, 2019). In terms of sales, this gives 10% more conversions.
Smart personalization means using as many touchpoints in the mailing text as CRM or monitoring of his behavior on the site can give. The minimum set is first and last name, gender, city of residence, number of orders that were made using one email address.
With properly configured email marketing, the number of segments (touchpoints) reaches several hundred. The more touchpoints there are, the higher the probability that the customer will take the desired action is.
3.Diving into customer segmentation
The integration of the e-mail marketing platform and CRM is an opportunity to get the most out of the information about the user collected by the sales manager.
This is where Revenue Inbox comes into play. It opens up new possibilities, allowing you to capture and save 100% of customer-related data to Salesforce automatically (33% better data in Salesforce!). Also, you are free to customize what customer data to capture, how to display it in your Email sidebar.
Of course, you will also get valuable insights into your clients utilizing real-time information from Salesforce.
Based on the data entered in the contact fields and deals, you will be able to send users more relevant emails. You can split your target audience based on location, buying history, gender and age, or even their unique personal interests.
4.Tracking important metrics
Built-in analytics can do a lot for marketing and conversion strategies. For example, it can tell newbies which direction they should choose to plan further growth and development.
Pay attention to the most important email marketing metrics like Open Rate, Click-Through Rate, Conversion rate, Number of unsubscribes, Spam Complaints, Engagement over time and others.
5.Improving lead nurturing
CRM and email marketing integration helps to overcome the main marketer’s challenge — lead generation.
With the help of CRM, you can find out in detail all your prospects’ pain points and send them a series of emails (engaging content, follow-up emails, targeted messages) aimed at correctly presenting your product as a solution to their problems, thus starting an effective lead nurturing process.
And marketing automation can help you make sure your messages arrive in the customer’s inbox at the right time when he is most willing to make a decision.
6.Creating customizable email marketing templates
Your emails should create user engagement.
Martech Advisor’s Reports show that videos added to emails increase click rates by 300%! Typically, marketers also use various collapsible menus, sliders, and GIFs to keep the recipients engaged. And don’t forget to optimize your interactive emails for mobiles!
CRM helps you create unique and effective interactive emails using customized templates. The most interesting part is that you don’t have to have advanced coding skills for that. Even if you want to add complex design elements to your letter, you can easily do it using the drag-n-drop features of CRM.
7.Embracing social media integration
Remember Sony integrated Pinterest buttons into emails about the upcoming VAIO? This helped them get 18% higher CTR, 70% higher open rates, and 172% higher email revenue!
CRM can help you achieve similar results with your marketing campaign. For example, you can let your customers tweet fancy quotes to Twitter or share them on FB. If you use videos in email, just use YouTube to embed them!
Pre-writing subject lines and email bodies allows you to set up a CRM automation process that takes control of sending emails at specific times. This saves a lot of time and effort.
When your customers perform some triggers, you can automate follow-ups.
Some CRMs even allow you to customize triggers to fit your database of contacts in a more convenient way. Also, CRM allows you to automate other duties like call management, contacts management, marketing outreach, sales progression to save your time.