Have you ever thought about integrating CRM with your email marketing platform?
Combining a CRM solution with your email marketing tool is one of the best ways to ensure that you are delivering the relevant message to your target audience. By integrating the two systems, you can track and record your communications with your consumers and use this information to learn more about their behavior and interests.
Read on to know about CRM and the best ways to integrate CRM and email marketing for your business.
Table of Contents
What Is CRM and Why Do We Need to Integrate Email Marketing and CRM?
Customer relationship management (CRM) is a management tool that helps you organize and manage your relationships with consumers. It allows you to store information about potential and existing customers, detect sales opportunities, track each customer lifecycle stage, and handle marketing campaigns.
Marketers need to integrate email marketing and CRM into their marketing strategy, as both offer valuable tools and resources for putting your message in front of your target customers. Since the integration provides you with all the essential customer data, it increases client engagement and boosts your relationship with your audience.
Top 5 Ways to Integrate CRM & Email Marketing for Businesses
1. Choose the Best CRM System for Your Business
You should ensure the CRM system you choose has the following capabilities and tools:
- Mobile applications – CRM software versions for mobile phones lets you manage and access important information on the go
- Dashboards – for real-time information on buyer behavior and market
- Social media management – for getting insights on audience interaction in social media
- Campaign management – planning, analyzing, tracking, and executing a campaign.
- Email tracking – for tracking opened emails
- Lead management – for converting prospects into potential customers
- Contact management – for managing and storing customer details, such as social media accounts, addresses, and names
- Automation – for automating sales workflows and processes to boost productivity and streamline work
2. Nurture Your Contacts
Lead nurturing builds relationships with your prospects or potential clients, with 47% of B2B marketers considering email marketing essential for lead nurturing. Lead nurturing also generates new leads, apart from managing current leads. Happy customers share their positive experiences on your company page, on their social media handles, and with other people. And word of mouth is a great way to get new leads and build your business with the help of a sales process flowchart. For example, 83% of people are more interested in buying a product when they have got a word-of-mouth recommendation from their relatives and friends.
Lead nurturing provides relevant information to the leads. Use the information you have from your CRM to send a series of emails to your prospect to convert them into buyers.
3. Customize Your Email Newsletters
Email newsletters are great tools for nurturing leads, sharing information, and building brand loyalty for any business. You can leverage the information in your CRM to customize your newsletter to create memorable customer experiences.
Here is how you can customize your newsletter.
- Divide your email list: Marketers can send tailored email campaigns by dividing their email lists into segments. For example, they can segment their customers based on the last purchase, pages they visit, the content they download, and their interests in certain services or products.
- Send behavior emails: Behavioral emails are emails sent to customers based on their behavior. They help companies and businesses understand consumers’ requirements in different customer journey stages.
- You can send behavioral emails when a client signs up for your event, an individual downloads your content, or you want to greet a new client and give them valuable tips.
- Give helpful tips to customers about the products they bought.
- Ensure you know the best time when your emails are clicked. The best day to send email newsletters is Tuesday.
- Recommend relevant services and products to your customers.
4. Send Discounts at Appropriate Times
Discounts play a vital role in persuading customers to return and increase sales. According to a RetailMeNot survey, about 67% of buyers made unplanned purchases because of an offer or discount. You can send discounts to your customers at the right time using CRM. Your CRM can help you identify consumers for special discounts based on their previous purchases. You can use these discounts and offers to help you reach out to consumers who may have been inactive for some time.
5. Upsell to Existing Customers
It’s worth noting that your current clients are your best clients. This is because they are more likely to spend more money on your services and products. Your present customers are a significant source of new revenue. Hence, it is essential to nurture current customer relationships. After all, the success rate of selling to an existing consumer is 60% to 70%, while it is just 5-20% for new customers.
Upselling is a technique of persuading your satisfied and existing customers to do more business with you. Complete knowledge of your customers is essential to upselling. Marketers should know each detail of the lifecycle of their clients to upsell successfully.
Customer segmentation lets you segment your clients based on their buying habits. Your CRM can easily do this for you and focus your time and energy on upselling to the essential segments.
Companies should integrate CRM with email marketing to improve their client relations. Combining both will help you understand your consumers better and create targeted marketing strategies to provide a better customer experience.