Customer relationship management, otherwise known as CRM, is an approach that allows the company to manage better and analyze their interactions with past, current, and potential customers. With email marketing, it’s the act of sending a commercial message to advertise, request business, or try to encourage sales or an action needed by that business.
Combining two seems like a smart move, seeing as everything you learn through CRM could then be put into practice when creating your email marketing campaigns going forward. With that being said, let’s dive deeper into CRM and email marketing in detail and how to combine the two to get the best results possible.
The CRM Basics
As mentioned above, CRM focuses on customers and your efforts in building a relationship with them. They’re no longer just a single transaction once they’ve bought something from you. It’s essential to find ways to improve your efforts in enticing them back for more while also drawing in new customers at the same time.
A CRM system can be helpful for your organization to streamline processes and to increase sales. Not only that but improving customer service is an area of business that most businesses could benefit from. There are many different CRM software programs out there that you can use, including Enterprise CRMs. The one you and your business chooses depends on the scale and features you’re after. Here are a couple of popular examples:
HubSpot CRM – A leader in inbound marketing, HubSpot CRM is 100% free, which always makes for an appealing sales pitch. You get everything without having to do a free trial or to pay for premiums. The app can help you to visualize your entire sales funnel from start to finish. It gives you the latest customer data and helps with contact management. The app also helps to capture interactions in your email and social media, via phone and website channels.
Freshsales – This platform helps to unify marketing, sales, and support tools all in one. A basic plan has a built-in phone, email integration, sales pipeline, contact management, etc. For premium plans, you get more tools like IP whitelisting, event activity tracking, and more. Freshsales offers a free trial so that you can experience it’s full features before you commit.
Insightly – Insightly is another online platform that helps provide CRM and marketing automation solutions. It’s one that’s suited for most small and mid-sized businesses. It offers customer data that operates in real-time to give those using it to action their email campaigns in a faster manner. With this platform, you can build relationships, help generate quotes, and accelerate sales.
The Email Marketing Basics
Email marketing is an excellent way of creating a more personal relationship between you and the customer. It lands directly in their emails, and for most of us, it’s something we end up checking daily. The benefits of email marketing are that they’re low cost in terms of your contributions to it from your marketing budget.
They are already reaching a somewhat engaged audience because they’ve already likely purchased before, and they can help deliver key messages and drive revenue. Email marketing automation is an excellent way of doing all the above and saving time for other daily work processes to focus on instead.
Automation is a great tool to utilize to help save time within the business and have emails that don’t need you to push a button manually. Companies should be taking full advantage of email marketing from the beginning. It’s good to have an email marketing strategy in place and have clarity on what you want to be sent to your customers and potential customers daily, weekly, or monthly.
What are the benefits of combining the two?
So what are the benefits of combining both CRM with email marketing? Here are a few advantages that are worth thinking about when it comes to combining the two.
When you receive an email, do you tend to engage more with something that seems personalized to you or one that’s an obvious blanket email to the company’s entire database of customer emails? Even seeing your name mentioned at the beginning of an email is more effective, and CRM allows you to pull personal data that you can implement into the emails.
This makes them more personable and a lot more enjoyable to read. Your recipient is more likely to open it and rear than just dump it in the virtual trash bin. Instapage states that ‘Personalized emails deliver six times higher transaction rates.’ That certainly is an excuse to get more personal with your email marketing.
Improved Lead Nurturing
Lead nurturing is vital to gently push your customers down that sales funnel from the point of discovery to their purchase of said product or service. CRM gives you more information to tailor the emails and identify where that lead’s pain points come from stalling at a particular point in the sales funnel.
You also don’t want to be sending them the wrong types of emails that won’t end up relating to them. According to Venture Harbour, 65% of marketers say lead generation is one of the most significant issues they face. It goes to show that lead nurturing is, therefore, essential.
More Effective Segmentation
For a lot of businesses, there can be different demographics within your target audience. There are also varying preferences, and that’s where segmenting contacts can be helpful. With CRM, it can help you distinguish which email campaigns will work the best for one customer, whereas it might not be as useful for another.
The more receptive your customers are, the better, and combining CRM and email marketing can achieve that. Even if your target audience is relatively niche, not every potential lead or contact will be precisely the same as the next.
If you’ve got information about the customer’s social media feeds, this can pose a great benefit to email marketing. CRM provides that and, therefore, can help customize your email marketing even more so it’s interactive for your customer.
They might be able to pin an image from the email, for example. Or they could share the content via their social media directly. With so many individuals using social media nowadays, it’s an integration that you don’t want to ignore or dismiss using. If it’s done correctly, it can work very well. You can also use various social media tools for the best results in social media marketing.
7 Ways to Combine CRM with Email Marketing
With that being said, let’s look at seven ways that you can combine CRM with email marketing.
1. Start by nurturing your contacts
As mentioned above, nurturing your leads can be beneficial, so it’s worth looking at how you can start nurturing them after the initial contact. Using your chosen CRM system, look, and find any opportunities that you could nurture. There could be customers or clients that you might have got plenty of information on, but nothing has been done to entice them via email marketing.
Perhaps very little has been done, and now is your chance to take advantage. Brainstorm the information you have from your CRM to create sequences of email marketing that will hopefully nurture that contact and push them to make their next steps towards a purchase.
Adding QR Codes to your email marketing campaigns can be an extremely effective way of increasing email engagement, brand loyalty, and, ultimately, boosting conversions. You can track these engagements using a combination of a QR Code Generator and a CRM.
Your CRM can help tailor each newsletter that you send, regardless of whether they’re segmented or not. With your CRM software, you’re going to have a range of data, all of which you can implement into your email marketing.
Find what your customers are interested in and try to tweak what they receive that’s most relatable to them and their needs. If they’ve already purchased something, why not send them some suggestions of products or services similar to or perhaps an add-on that could benefit them further?
3. Recycle successful campaigns
Email marketing can take a lot of work, and when you have a few successful campaigns, why start from scratch? Isn’t it a lot more useful to have a blueprint that you can work from to help cut time? There might not be a tremendous amount of information you can get from email marketing alone regarding how successful it all was.
However, with CRM implemented, you can analyze what campaigns were successful and what garnered the best results. That way, you can recycle successful campaigns and templates for your contacts, saving on marketing costs.
4. Make automation more effective
Automation can massively help to save time, and it can be a great way of targeting your customers at the right point at which they’re likely to check their emails or have the time to engage with the email you’ve sent properly. With CRM, it provides special tools for ensuring that the emails you send are as useful in their delivery as possible.
With email marketing alone, it ends up being a guessing game, whereas CRM can help to understand what each customer expects from the business. Customer behavior is very beneficial, and a customer relationship manager can help you discover that with your contacts.
5. Import and sync to streamline your contact data
Combining CRM and email marketing means you can streamline your contact data across all areas of business. This might not just be email marketing to promote a service, but it could be used by your sales team to learn more about a customer’s experience with the business and how they can upsell to the client.
The information gathered on CRM can also be downloaded from places like LinkedIn, which can help grow your data and, in turn, helps to expand your reach. Data is a powerful thing, and with your email marketing, it’s essential to have as much as possible to make it work well for your business.
6. Time offers and discounts where appropriate
Sometimes, what stops a client or customer from proceeding to the sale point is usually because they lack some kind of deal or discount. We all benefit from a bargain or two, so maybe your product or service is a little out of reach with their budget.
Email marketing can be a great way to send through offers and discounts, but it’s important to time appropriately. You also don’t want to be sending these out to those who will buy regardless of whether they receive an offer or not. Your CRM can pinpoint those customers who might be after the bargain so that you can help push through more sales as a result.
7. Automated alerts for new subscribers
New subscribers are essential when it comes to your database of emails. When you get new subscribers, they expect to receive some form of email marketing. Therefore, the first email you send is when they’ll likely be more attentive and receptive to what you’re offering.
With an integrated CRM, you can help pick out these new subscribers so that you can fully tailor that first email campaign most productively. It’s better than them receiving a random email that has no introduction or welcoming to the brand. Being alerted to a new subscriber isn’t perhaps something you’d get with just email marketing alone, so this can be an effective way of creating more revenue right then or further down the line.
It’s a Wrap
Using CRM and email marketing together can be a highly effective combination. It not only helps to learn more about your customers, but it can also find solutions to problems within the sales funnel of particular contacts.
You can gather more data and create more effective email marketing campaigns as a result. Combining the two should be something you do for your business right now and going forward.
Darya Jandossova Troncoso is a photographer, artist, and writer working on her first novel and managing a digital marketing blog – MarketSplash. In her spare time, she enjoys spending time with her family, cooking, creating art, and learning everything there is to know about digital marketing.