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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. It makes use of data to create, improve, and manage customer relationships. Simply put, it 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 develops reports regarding sales volumes, goals, and performances. 

So, as you can see, CRM helps businesses in aggregating, organizing and analyzing customer data for facilitating a better relationship with their customer base. That’s the reason 91% of companies with more than 11 employees leverage CRM software. Moreover, with CRM expected to reach a revenue of $80 billion by 2025, it becomes imperative to leverage it to the core and be successful in the long run of business. 

Now, let’s take a look into how email marketing fits into your CRM strategy, making it even better.

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. While for each dollar you invest in CRM, you get a revenue of $8.71, spending $1 on email marketing gives you an ROI of $44. These statistics prove that email marketing can help your CRM strategy to develop and grow to the next level. Here’s a detailed look at various ways which email marketing uses to make your CRM strategy top-notch.

1. Effective segmentation

Segmentation is a critical aspect of CRM email marketing. It gives you an idea about 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. You can do it by filtering information through your CRM software and divide your customer base on the basis of location, purchase history, age, gender, personal interests, and so on. Here’s how hyper-segmentation can help a business:

email segmentation

Source: Superoffice

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

2. Superior Personalization

According to Campaign Monitor, segmented and personalized campaigns have the ability to boost revenue by 760%. Email marketing, 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:

Here’s another email example of personalization where DAVIDsTEA is celebrating their 10th anniversary and giving the customer insight about their journey. From the day the customer signed up to mentioning their favourite beverage, they have included it all in their email copy. The data game of DAVIDsTEA is surely strong. 

superior email personalization

Source: Really Good Emails

3. Useful follow-ups

CRM has the ability to send alerts in real-time, thereby helping you to be in constant touch with your customer’s journey via emails. From letting you know when the messages you send to your customer and leads are opened and read to giving you an idea about which link the customer is clicking, CRM does it all. With email marketing, by making use of such data, you can follow-up with your customer base and target them in a way that resonates with them. It will help you personalize the messages to customer behavior, thereby helping you boost your open rates, conversions, and ROI. See how Uncommon Goods is making good use of the follow-up email template by recommending their customers various products based on their browsing history and interest. 

email follow-ups

Source: Really Good Emails

4. Lead nurturing

Nurturing leads is imperative to any business. However, it is still a struggle for many. 65% of marketers say that lead generation and traffic generation are their biggest issues. 

lead nurturing process

Source: HubSpot

So, if you too are struggling with the same, CRM along with email marketing can solve this issue. As you have an idea about your subscriber’s biggest pain points, it helps you present them with products and services that can provide them with a solution, thereby starting the lead nurturing process. Lead nurturing also includes sending engaging content, follow-up emails, and targeted messages.

5. Email Template Customization

With CRM email marketing, you can use customized email template designs. You can do so by dragging, dropping and placing everything the way you want. In short, 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. 

While adding videos in your email can increase click rates by 300%, including a GIF can enhance the conversion rates by 103%. Hence, make sure you get interactive with your emails once in a while and keep your revenues soaring. See how Readdle makes good use of video in their product launch email.

email template customization

Source: Really Good Emails

Here’s another one from Kate Spade with a quirky use of GIF:

Image GIF

Source: Really Good Emails

You can also include tappable elements the way B&Q did:

tappable elements in email

Source: Really Good Emails

4. 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. Do it the way Bonobos did it in their cart abandonment email. 

email automation

Source: Really Good Emails

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

5. Better analysis

Using CRM to track the success of your campaign can be a great option. CRM has a capacity for huge data storage. It can help you in handling several campaigns simultaneously. From web analytics and event monitoring to profitability analysis and third-party data review, CRM can help you create campaigns that work. 

Moreover, as CRM presents the analysis through graphs, it becomes even easier to understand what is working and what is not.

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, it can help you do it all. Besides, it lets you be in constant touch with your customers while making your brand strong and trustworthy. It also provides you with a detailed insight into how your campaign is performing and helps you build a long-lasting relationship with your customer base.

The capabilities of email marketing become manifold with CRM. All you need to do is leverage it in the right way and you will be good to go. Hence, put your best foot forward and make the most out of your CRM email campaign. There are a variety of CRM options that you can choose to integrate with your email campaign and pave new avenues of success. 

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Kevin is the Head of Marketing at Email Uplers, one of the fastest-growing email design and coding companies. He loves gadgets, bikes, jazz, and breathes ‘email marketing’. He is a brand magician who loves to engage, share insights with fellow marketers, and enjoys sharing his thoughts on the latest email marketing best practices.

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