The benefits of integrating email marketing with CRM

No matter what some might claim, email marketing still remains a very important part of digital marketing. And as you grow your business, you must ensure that all parts of your company are integrated with that growth. We’ve already made it clear on several occasions in this blog just how important it can be to have a tailored CRM solution for your moving business. Today, we discuss the benefits of integrating email marketing with CRM and what you should focus on.

Let’s start with the basics – what is CRM email marketing?

• Simply put, CRM email marketing represents the process of creating and boosting your usual email marketing campaigns with the use of relationship customer management software. 

With the many features and advantages that a CRM can bring to the table, you can only gain an automated ally in your marketing efforts. By integrating email marketing with CRM, you gain a more knowledgeable insight to build on. This alone can save you time and resources on having to put together your everyday marketing campaign. In addition to that, it also allows:

• Advanced audience segmentation;
• Better lead targeting and generation capabilities;
• A higher level of personalization;
• An optimal combination of sales and marketing;
• Conversion tracking and monitoring;
• and much more.

The top ten benefits of integrating email marketing with CRM

1. Advanced Audience Segmenting

Segmenting your audience has become a fundamental part of email marketing efforts. By dividing your audience into separate categories based on specific criteria, you can create personalized email campaigns for each group. As a result of this, you boost your open rate and the ability to generate high-quality leads.

By integrating email marketing with CRM, you can automate the segmenting process. Instead of manually sorting through leads and customers, you can use CRM filters. As a centralized database of your business activities, one of the many CRM features at your disposal is the ability to swiftly go through your contacts and hyper-segment them based on their:

• location
• buying history
• age
• gender
• personal interests.

The approach is similar to that of social media marketing tactics. And with the right CRM integrations, you can definitely ensure a time-efficient segmenting process.

2. Email Marketing Automation

Email automation has become a necessity with digital marketing campaigns. Rather than having to stay up late or wake up at the crack of dawn to time your emails perfectly, you can schedule your campaigns. You prepare the content and simply schedule a date and time for the campaign to go out. And life becomes much simpler with marketing automation.

Integrating your CRM and email marketing efforts only upgrades this effort with the use of triggers. How it works is that you can use specific triggers that customers make to have an email sent out to them. For example, if a customer clicks on a quote page or abandons their cart, you can have an automated follow-up email sent to them. Since you have their contact details in your CRM database, it can be easy to customize triggers and boost both your marketing and sales efforts at the same time.

3. Mass Email Campaigns

One of the benefits of integrating email marketing with CRM is that you can create mass campaigns from your own platform instead of relying on a third-party tool. And since you have hyper-segmenting working for you, each audience group will be getting something different. But why stop here when you can also use this option to upgrade internal processes by sending mass emails to different departments. You can also use this option to provide subscribers with regular newsletters, new product announcements, promotions, etc.

4. More Effective Retargeting Opportunities

To touch base once again on the notion of follow-ups, one of the benefits of integrating email marketing with CRM is easier retargeting. This integration can not only help alert you to whether or not your emails were opened, but it can also help you track other metrics such as click-through ratio (CTR).

Circling back to the notion of using triggers, it becomes easier to follow up at just the right time and in just the right way when you have a hawk’s view that your CRM provides. Certainly, not all customers will be receptive to this type of follow up, but a certain percentage will be. And that is just enough to give your business the boost it needs to move its conversion rate and ROI higher up.

5. Integration with Third-Party Tools

Although it can replace a lot of functions that other tools offer, your CRM can still have use of third-party software. That is one of the reasons why CRM integrations play such an important role in choosing CRM software. And having access to all functionalities from your CRM saves you the time and energy of having to log in on multiple tools and running them on multiple tabs. Instead, you can get everything done from the comfort of a single dashboard.

6. Higher Level of Personalization

As we embrace 2021, studies are showing that the need of consumers for a more personalized approach in marketing is on the rise. People no longer want to be one among millions. Instead, they are more interested in being unique and appreciated for it. And personalization in digital marketing is a cornerstone of that. With email marketing, it’s a matter of simple nuances:

• Starting the email by addressing the recipient directly, by name.
• Offering recipient something specific for their location, age, or gender.
• Timing emails in accordance with their time zone and activities.

And yes, this goes hand-in-hand with segmenting audiences, once again showcasing the importance of integrating email marketing with CRM. It’s a simple matter of providing customers with a positive and memorable user experience.

7. Better Lead Nurturing

Simply generating a large number of leads is not enough to maintain steady growth. Once you gather leads, you need to nurture and guide them through the decision-making process and ensure that they convert into customers. And this is where issues often occur due to a lack of sufficient information about leads.

With the input you gain from your CRM, you can have all the relevant data you need to better understand your leads. And once you learn what matters most to them, you will be in a better position to engage with them through email campaigns and guide them toward converting. We all have problems, but not all problems are the same – most aren’t, in fact. By integrating email marketing with CRM, you can identify each problem separately and present your product/service as the best solution for it. All it takes is a personalized follow-up approach, one that is rich with engaging content that leads will identify with.

8. Interactive Email Templates

Consumers want a sense of being in control of their decisions rather than being manipulated into them. With interactive marketing campaigns, you can provide them that, pointing them toward engaging with the content you provide them with. And email marketing can be a great visually enticing way to motivate customers to interact with your business. The way CRM fits into the mix is that it provides you with the customized templates you need to make it happen. And the best part is that you won’t need any coding background or specialized knowledge to create templates. It a simple matter of block building.

9. Social Media Integration

Combining social media marketing with email marketing can bring about a lot of success if done properly. As the number of social media users grows day by day, more and more marketers see the value in focusing on this advertising channel. And with email marketing that is integrated with your CRM, you can easily integrate various social media platforms and posts into your email campaigns. As a result, more people will recognize the effort and show appreciation through sharing, re-tweeting, posting stories, etc.

10. Detailed Analytics

Rather than having to rely on other email marketing tools to monitor the success of your email campaigns, you can rely on your CRM instead. With the huge data processing and storage capacities that most CRMs possess, you will have a far better insight into the effectiveness of your email marketing efforts. Additionally, with the visual presentations in the form of charts and graphs that you can get from CRM software, you will get a much faster image of just how good your campaigns are doing as well as where they might need improvement.

From web analytics (including social networks) to event monitoring, profitability analyses, and third-party data reviews, CRM analytics paint a comprehensive picture. With the right set of eyes, you can even make predictions for future marketing campaigns.

Start making your email marketing campaigns better with CRM

Once you’re familiar with all the benefits of integrating email marketing with CRM, it gives you a clear path, doesn’t it? From personalizing campaigns and segmenting audiences to mass email sending and scheduling. And then we have retargeting through triggers and templates, as well as integrations with third-party tools and social media. Finally, you can round it all up with historical and predictive analytics. So, the only question to ask here is what are you waiting for? Contact MoversTech today and start working on optimizing your email marketing efforts.