Email marketing is easily one of the most effective ways of reaching and engaging your target market. A recent marketing study revealed that every $1 pumped into email marketing generates at least $38 in revenue. Similarly, email marketing is 40 times more effective than social media platforms such as Facebook and Twitter when it comes to landing customers. This is undoubtedly the highest ROI that your business can achieve through a single marketing medium.
Despite the huge potential of email marketing, you still need to do it right to enjoy the above-mentioned perks. But what does it mean by ‘doing it right’? Well, the catch is to use the right automation tools including having a reliable small business CRM system solution at the center of your campaigns.
Here, we show you how to step up your email marketing game by embracing CRM tech in collaboration with other tools.
Personalize your emails using CRM demographic data
CRM systems store a lot of data about your prospects and customers. Use this information to create highly personalized messages for every person on your contact list.
Personalized emails connect better with your customers, thereby resulting in higher open and click-through rates. Some useful data points you can use to tailor your messages and make them more relevant to recipients include location, gender, age, and designation among other demographics.
Use CRM data to target the right audience
Your email outreach campaigns will be more effective if you target the right audience. But how exactly can you identify this group?
Using data collected by your CRM, you can easily identify helpful trends within the database to help you develop accurate buyer personas. A buyer persona is simply a representation of ideal clients for your business. Consider dividing the clients into four or five separate groups, with each representing a particular type of customer.
What products or services does each of these groups need? What are their specific pain points? What are their specialties or job titles? Do they work in different industries?
Use as much data to develop detailed customer profiles and create personalized campaigns.
Use automated triggers to send highly targeted and relevant messages
A reliable CRM system should help you easily automate most manual marketing tasks, thereby improving efficiency within your business. It can also help you deliver more tailored content to the right leads and prospects at their most appropriate time.
Here are three key tasks you can automate using a CRM software for improved marketing results:
Lead scoring
CRM solutions give you the ability to score your leads. This way, you’re able to identify the hottest and most engaged leads so you can focus on converting them into customers. Similarly, you can identify cold leads – for example, those who haven’t opened your emails for a while – and automate a message encouraging them to engage with your brand.
Lead segmentation
A simple way to enhance your outreach results is by sending personalized messages to your leads depending on where they are in your sales funnel. This means a new lead who is still learning about your offerings should receive a different message from one who has interacted with your brand for a while. Segmenting makes it easier to drive leads down your sales funnel by keeping them engaged with relevant content regardless of their stage in the customer lifecycle.
Lead tracking
A CRM system can help you track the activities and preferences of new signups and existing members in your email list. For example, if someone clicks on a link in your email or requests an eBook you just released, they have taken action and are willing to engage with your brand. Use this opportunity to send them emails with personalized content or offers to further boost engagement and foster loyalty.
Never take for granted any interaction that your list members have with your online business. Using the data collected by your CRM and any other email marketing tool to personalize future messages you send individual members for higher conversions and ultimately increased growth.
Conclusion
Running a successful email outreach doesn’t have to be a daunting task especially if you’re employing CRM and related automated tools. For effective results, ensure that you pick the right CRM tech for your business needs and keep your customers data up to date. After integrating this automation tech into your email marketing campaigns, you will realize that the benefits are two-way. As you streamline your email outreach process with CRM, so do your marketing metrics get more insightful.
Which tools are you using to run your email outreach and marketing campaigns? We’d love to hear feedback in the comments below.
