CRM data helps improve targeting and personalization of email campaigns. Conversely, data from email software can enrich CRM data. So there is a clear interest in the integration of the two systems. In this article, we’ll focus on the use cases for good integration between CRM and an email solution.
Through this integration between the two systems is:
- Enrich email campaigns with CRM data (use cases 1, 2, and 3)
- Enrich your CRM (customer knowledge) with behavioral data (email behavior) provided by your email solution (use cases 4, 5, and 6).
Use Case 1 – Better segmentation of your campaigns
Segmenting your audience is a critical step in any email campaign. Fortunately, this task has become easier over the years, especially thanks to the advanced filters that most CRM software offers. Not only is segmenting easier, but it is now possible to segment your audience excessively. With your CRM, you can segment your audience based on location, buying habits, age, and even personal interests.
Among the companies that segmented their email list through a CRM, 39% saw an increase in the open rate. 24% of them also saw an increase in their income. Tangible results that demonstrate the importance of segmenting your campaigns.
Use Case 2 – Customizing Emails
In today’s marketing landscape, personalizing emails is essential. CRM allows you to do basic customization such as adding the customer’s name to the subject line of the email. With the hashing and data you’ve collected with your CRM, you can target people based on their exact interests. For example, if you run a clothing store, you can submit offers of women’s clothing to your female audience and offers of men’s clothing to your male audience.
You can be more specific than that. For example, your female audience who lives in Corsica will be more interested in shorts or light dresses than in heavy winter coats. You can also use a customer’s buying behavior to shape future email messages. If you have a customer who has already purchased a costume, you can email them when you receive a new costume. In addition to personalizing your emails, it is an enjoyable experience that you will offer to your customers.
Use Case 3 – Improving Lead Care
Lead care is about nurturing the relationship with a potential customer who is not quite ready to buy. To help them in their thinking, sending an email is essential. To choose the most suitable solution for your needs, you can make a complete comparison of email programs.
Once you select the program, don’t fall into the trap of only sending promotional emails. The bullets will tire quickly and may eventually turn their back on you. On the other hand, choose qualitative content that responds as accurately as possible to the problems it encounters. Rely on the information in your CRM to create a truly close relationship that is beneficial to your future customer.
Use Case 4 – Prioritize Leads by Scoring the Lead
What potential customer is most likely to buy from you? On the contrary, which one is “coldest”? Unsurprisingly, you want to focus your efforts on those who are most likely to make a purchase. For this, there is a recording lead. Major marketing automation tools assign scores to your potential customers based on their online browsing habits.
By syncing your CRM software with your marketing automation tool, this will allow you to align your sales and marketing teams. They will be able to keep abreast of the latest leadership activities and behavior and can make any necessary strategic adjustments accordingly.
Use Case 5 – Be more responsive in monitoring B2B communications
When you send emails to prospects and clients, how do you know they’ve been opened and read? How do you know who clicks on any link? Unless you have magical powers, it’s still very complicated. These powers, is what CRM can give you. Thanks to the alerts sent to you in real time via the tool, you will not miss any action taken by the customer / potential customer anymore.
When a customer receives and opens your email, you receive an alert. If he clicks on a link, you will receive a new alert. These alerts will give you a specific feature: respond! The art of keeping track of your emails is just that: it’s as much about timing as it’s about content.
If you can send follow-up emails at the right time — after opening an email or watching a video — and the messages are customized based on customer behavior, it’s as if you’ve won a battle. Even if your customers don’t always accept this kind of follow-up, most will. It can lead to higher open rates, clicks, conversions, and even ROI.
Use Case 6 – Improving Customer Knowledge
The more you know about your customer, the easier it will be for you to create a targeted and strategic relationship. By integrating the operation of your email software with your CRM software, this will give you more relevant information for your customer. In fact, the integration makes it possible to feed engagement data for contacts into CRM in the face of email campaigns. For example, you will be able to learn more about the times when the customer takes specific actions (opening, clicking, etc.) or even about the topics that interest him the most.
Author: Evan Ottmann, Marketing expert at La Fabrique du Net and Salesdorado
(C) Figure. Pixabay
Email program comparisons: https://www.lafabriquedunet.fr/comparatif-logiciels-emailing/https://www.lafabriquedunet.fr/comparatif-logiciels-emailing/
CRM software comparison: https://salesdorado.com/crm/comparatif-logiciels-crm-b2b/