B32_CRM Strategy

How Email Marketing Plays An Essential Role In Your CRM Strategy

CRM (Customer Relationship Management) is a process that involves managing communications with existing and potential customers, and making use of data to create, improve, and manage customer relationships. Simply put, CRM helps you keep track of your customer’s data, sales history, and product information. It also works toward organizing customer reminders and callbacks, scheduling staff hours, and developing reports regarding sales volumes, goals, and performances.

As you can see, CRM helps businesses aggregate, organize, and analyze customer data to facilitate a better relationship with their customer base. That’s the reason 91% of companies with more than 11 employees leverage CRM software. 

CRM is expected to reach a revenue of $80 billion by 2025, so it’s imperative to start leveraging it to set your business up for success in the long run. Let’s take a look at how email marketing fits into your CRM process improving both strategies at the same time. 

How Email Marketing Can Help You Ace Your CRM Strategy

Integrating CRM with email marketing can help you establish a more personalized, effective, and direct connection with prospective clients. For each dollar you invest in CRM, you get a revenue of $8.71, but spending $1 on email marketing gives you an ROI of $44…these statistics show just how much email marketing can help your CRM strategy progress to the next level. Here’s a detailed look at the 7 ways email marketing can improve your CRM strategy. 

1. Effective Segmentation

Segmentation is a critical aspect of CRM email marketing because it offers insight into the customers who will be the most receptive to what you are selling. So, to get the best out of your CRM, it is important to go for a detailed segmentation strategy. You can accomplish this by filtering information through your CRM software and dividing your customer information based on location, purchase history, age, gender, personal interests, and so on. Here’s how hyper-segmentation can help a business:

These figures say it all! Your business can see similar results if you make good use of segmentation in your email marketing and CRM strategies.

2. Superior Personalization

Segmented and personalized campaigns have the ability to boost revenue by 760%. By gathering the data collected in your customer base with the help of CRM, you can send personalized emails to the target interests. From adding the first name of the customer in the subject line to customizing the email copy with relevant content, there are a lot of ways to leverage personalization. Here’s what a personalized subject line looks like:

3. Useful Follow-Ups

CRM has the ability to send alerts in real-time, helping you be in constant touch with your customer’s journey via emails. From letting you know when your sent messages are opened and read to giving you an idea about which link the customer is clicking, CRM does it all. By making use of this kind of data in your email marketing, you can follow up with your customer base and target them in a way that resonates with them. It will help you tailor your messages to certain customer behaviors, helping you boost your open rates, conversions, and ROI.

4. Lead Nurturing

Nurturing leads is imperative to any business, but it can be difficult to accomplish for many. According to WooSuite, 65% of marketers say that lead generation and traffic generation are their biggest issues!

So, if you too are struggling with lead nurturing, CRM and email marketing can help solve this issue. As you better understand your subscriber’s biggest pain points, present them with products and services that can provide them with a solution. This starts the lead nurturing process, which can be continued by sending engaging content, follow-up emails, and targeted messages.

5. Email Template Customization

With CRM email marketing, you can easily leverage customized email template designs. You can do so by dragging, dropping, and placing everything in a template just the way you want. You don’t need to have any complex coding language to create emails that lead to conversions. 

As interactivity is the latest trend in emails, you can use interactive elements such as videos, GIFs, kinetic images, and so on in your customized email templates. Adding videos to your emails can increase click rates by 300%, and including a GIF can enhance conversion rates by 103%. Getting interactive with your emails once in a while is a great strategy to keep your revenues soaring. See how AEJuice makes good use of video in their product launch email.

You can also include tappable elements.

6. Email Automation

Automation can play a great role in your CRM email campaigns. With CRM and automation working on your side, you can send the right content at the right time. To put it in other words, whenever a subscriber performs a trigger, whether it is abandoning their cart or clicking on your pricing page, you can automate a follow-up email.

You can even use your CRM software to customize these triggers and tailor them to fit your subscriber’s preferences.

7. Better Analysis

Using CRM to track the success of your campaign is another great feature to add to your strategy. CRM has a capacity for huge data storage, which can help you to handle and monitor several campaigns simultaneously. 

As CRM presents the analysis through graphs, it becomes even easier to understand what is working and what is not. From web analytics and event monitoring to profitability analysis and third-party data review, CRM can help you create campaigns that work.

Wrap Up 

CRM email campaigns work as a well-informed, highly targeted, and planned strategy. From segmenting your audience and scheduling emails to third-party integration and effective follow-ups, CRM can help you do it all. It allows you to be in constant touch with your customers while making your brand strong and trustworthy. It also provides you with detailed insight into how your campaigns perform and helps build long-lasting relationships with your customers. 

The capabilities of email marketing explode when you leverage a CRM. There are a ton of options that you can choose from, so put your best foot forward and campaign strong with CRM.

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