The advent of the digital age has made available various technological tools that make it possible for sales and marketing teams to automate tasks which leads to a smooth workflow and aids to achieve business goals at a quicker rate. And email marketing combined with data captured by customer relationship management (CRM) makes it easier for you to send emails relating to the needs of your target audience. It helps to improve your marketing strategy.
Already, email marketing tools allow you to craft personalized emails, automate email campaigns, and other features. The right CRM tools will aid you to personalize your messages further.
In this article, we will look into what CRM email marketing is, its benefits, and how to integrate CRM with email marketing.
What is CRM Email Marketing?
Customer Relationship Management (CRM) email marketing is a type of direct sales and marketing strategy that helps you craft personalized and appealing emails for new leads and existing customers through the use of customer data. These data include contact information, customer engagement activity, and purchase history.
Have you ever checked your inbox to see an email from a business you signed up to a while back? There is a high chance that that is a generic email. A generic email is a great way to reach out to an audience at a quicker rate but they are usually unengaging. That is the focus of the general email marketing. General email marketing has become popular especially because customers prefer to be contacted via email rather than phone calls, direct mail, and the like.
CRM email marketing, on the other hand, places a heavy focus on connecting with specific individuals instead of large audiences. Through CRM software, businesses can optimise email marketing, target specific customers, generate more sales leads, and accomplish goals.
Benefits of CRM Email Marketing
Optimising your organisation’s email marketing campaigns comes with several benefits. Want to know more? Let’s get on with it. They include the following:
1. Personalised campaigns:
CRM email marketing is an avenue to reach out to specific individuals–or an individual company as in the case of business-to-business (B2B) marketing, instead of larger audiences. Personal communication is made possible in CRM because it stores data on customers’ preferences, interests, purchase history, and the like. Therefore, sales and marketing professionals can send product offers and upsell or cross-sell based on the response they receive.
2. Improves productivity:
When professionals use CRM tools, not only can they automate tasks, but can also perform related tasks within a single system, rather than swinging between external email platforms and databases. This helps in saving time and effort and enhances productivity.
Also, CRM tools help you to send emails in bulk more efficiently. That way, you can devote time to other tasks.
3. Increases conversion and sales:
According to Brevo (formerly Sendinblue), email marketing can lead to a 760% increase in revenue. Integrating CRM with email marketing helps sales and marketing teams to make the most out of their efforts and expand profits.
Use customer data to identify high-value customers and improve click-through and open rates with timely follow-up. For example, CRM software can send notifications to remind customers of a product they browsed while they were logged into the website of the business or company.
4. Helps in better segmentation:
Through customer data, you can segment customers based on field, demographics, interests, preferences, and campaign engagements. You can also organize mailing lists into smaller lists on the grounds of your sales pipeline like prospects, leads, and contacts.
The 4 Best Email Marketing Tools with Built-in CRM Software
1. HubSpot:
Unlike some other tools that offer email marketing services but with CRM features included, HubSpot is a full-fledged CRM with email integration.
It has powerful features such as email forms, landing pages, website tracking, etc. It is easy to use and also, allows you to send up to 2,000 emails per month and store up to one million contacts in your CRM.
2. ActiveCampaign:
This tool offers email marketing services and CRM in separate plans. Here, you can view the progress of your deals in pipelines. You can use the automation features to manage your deals.
ActiveCampaign can help you calculate the win probability for open deals once you have won a certain number of deals.
3. Engagebay:
Engagebay offers four core services. They are CRM, marketing automation, helpdesk software, and live chat software.
Its free plan comes with features like email templates, workflow automation, targeted marketing, and so on.
The marketing automation will help you automate tasks, lead generation, lead nurturing, etc.
4. Brevo CRM Email Marketing:
The free plan Brevo offers provides free access to basic CRM and email marketing features. It also allows users to send automated emails and store unlimited contacts. But not more than 300 emails per day. Its interface are clean and easy to navigate.
Bottom Line
According to Snov.io, an email generates $36 for every $1 spent, meaning email marketing ROI is 3600%. CRM software enables you to create personalized emails, therefore, making your emails convert better.
