Undoubtedly, the benefits of email marketing are endless. It is a useful source of targeting new clients and maintaining current relationships, which is why it is used by numerous brands. However, the integration of email marketing tools with CRM can let us make the most of this tactic.
Today, personalization is the core focus of every marketer. CRM tools enable it and let us design targeted campaigns in less time. But, this is only possible if we have a central hub of consumer data. It is where a CRM tool plays its role.
If you want to get more insights about using a blend of email marketing and CRM, continue reading:
How do CRM and Email Marketing Work Together?
Since CRM is a central system of data, marketers extract user information, history, and previous consumer experience before emailing. For instance, a real estate agent can target customers efficiently by combining a CRM for real estate with an email platform.
Look at the following message:
"Hello James, Thank you for inquiring about a studio apartment. As per the tradition of our company, we are offering a 10% discount on New Year. Hurry up and avail this offer!"
The above message is more targeted and is likely to leave a lasting impression. Now, let us see how CRM works with email marketing:
- The tool syncs information from all connected systems
- It sends automated notifications about important events or follow-up emails
- It can help in knowing where the customer stands in the sales funnel
- It can help in extracting history
- It helps in crafting a personalized message
Benefits of using CRM for Email Marketing
Email marketing is a time-consuming task. Thankfully, technology like CRM tools supported with AI has resolved this issue. Yes, automation in email marketing saves a lot of time, enabling business owners to focus on core competencies.
1. Centralized Data
When we use CRM in an email marketing platform, we enable everyone to access consumer information at any time. This facility streamlines the business process, improves customer service, and enhances productivity. From former sales and contact details to user behavior and past interactions, people from every department can get complete information. Thus, they can email related information without being dependent on others.
2. Smooth Connection with Marketing Channels
If you store consumer information at some other place rather than the marketing channel, the risk of losing information will be high. However, if a CRM is present on the same platform, you will enjoy the convenience of smooth data transfer.
3. Help in Designing Future Email Campaigns
CRM provides a clear picture of consumer trends, user behavior, sales, and growth. Within minutes, marketers can determine the performance as well as the loopholes in the business. These points help in planning future email campaigns. Apart from it, the segmentation feature helps in sending the right emails to the right consumers.
4. Ease of Email Creation
Rather than creating new emails every time, marketers use pre-made templates for time-saving. Using these templates and integrating personalization enables them to achieve the desired results.
5. Automation
Today marketers are focusing more on retargeting rather than targeting the prospects from scratch. It saves time, requires less budget, and increases loyalty. CRM plays a great role in retargeting customers. The automation feature helps in sending emails with consistency. For instance, if a client has abandoned a cart, CRM can automatically send an email and retarget.
Other emails like welcome messages, thankyou emails, emails for taking feedback, etc., are also helpful in enhancing consumer relationships.
6. Increase in Sales
As mentioned above, when CRM combines with an email campaign, it helps in personalized marketing. Thus, the chances of conversion are increased. Emails like tutorials, educational content, and awareness messages help in creating a brand’s distinctive image. With time, prospects start recalling a brand whenever they need a similar product. Thus, they take no time to visit a site and making a purchase.
7. Authentic Information
Email marketing, if used alone, cannot always reap the desired results. One big reason for this is fake information. Yes, leads do not always provide correct information. But, when we use CRM, it collects information from many other channels. In this way, we can find out the real leads before spending time and money on retargeting.
Features of CRM Email Marketing
After reading the above benefits, you should have realized the significance of CRM in email marketing. For providing you with a detailed guide, I am now sharing the essential features to look for in an email marketing and CRM platform. These features include:
1. Analytics and Testing
We can never compromise on analytics and testing. This feature enables us to look into the performance of the current email marketing campaign. For instance, we can use the analytical tool for determining the number of clicks made on the link in your last email campaign.
2. Integrations
A smart tool integrates well with all the latest software. Like if you have an integration with Outlook, sending emails through a segmented group will be easier. So, check out your plans and decide which integrations are essential for your business.
3. Recipient Tracking
Segmenting clients and sending personalized emails is not enough. Tracking is another essential tool, without which success becomes a big question. Instead of just sending emails, you need to track which customers opened it. Likewise, you need to know how many of them visited the site and how many filled their carts?
4. Mass emailing
Though personalization is a growing trend, a mass emailing feature cannot be ignored. At times, we need this feature for making common announcements. Messages like relocation, the addition of new products, and awareness content are commonly sent through mass emailing.
Final Words
All in all, CRM and email marketing work well when used together. From personalized targeting and automation to authentic information and a central data system, the benefits are countless. If we smartly integrate the right CRM with our email marketing platform, days are not far when we can see a drastic change in our sales.
Have you ever used email marketing and CRM together? If not, select the best CRM and upgrade your email campaigns.