Are you using email campaigns to generate leads?
Customer Relationship Management software was used for email marketing campaigns long before the likes of MailChimp, Constant Contact and many other platforms came to on to the mainstream market. In the days when email marketing was ingenious and much sought-after CRM did just that.
However, in today’s market things have changed drastically. There are many email platforms available for people to choose from and the majority of them give amazing insights into open rates, click trough's and other valuable information for marketing, sales and management teams. All of which is great but, how valuable is this information if not everyone in the business is aware of the message, the reach and the results?
Are your whole team benefiting from the results?
Using email marketing in line with your CRM system means that every member of the team your prospect or customer may come into contact with, at any stage of the customer journey will have access to the content that they have been sent. They will know what has been read and they can discuss this if required, from standard sales and marketing emails right through to auto responders set up to give your customers a more streamlined experience or remind them of meetings and appointments that they may have.
Your team will be able to see if an email has bounced, been opened or if any links have been clicked, they can also see the content of the email and if they have a good experience with someone via a piece of email marketing they can then search the CRM system for similar customers and follow this up in the same way.
CRM changes the way that email marketing preforms, yes of course these platforms are valuable however they should be used in conjunction with CRM, not as a separate system.
Why your email marketing system should be working in line with your CRM
One of the main frustrations people find when using a stand-alone email marketing system is that this doesn’t track preference’s for GDPR, meaning before long people are receiving content that is not relevant to them or they are unsubscribing from future campaigns and content, what’s actually happening in most of these cases is that people are becoming disengaged with the company and the brand – its having the opposite effect.
By using email marketing in line with your CRM you can both track and match GDPR preferences before your marketing team even create content. Meaning they can now focus their efforts on creating content that wants to be received in line with your business objective, giving your prospects and customers a much more targeted and effective message.
58 percent of millennials say that email is their preferred way to be contacted by a brand
A good CRM will have multiple options when it comes to email marketing and the systems that you can use. A standard CRM system will come with an inbuilt email marketing module, whether that be as a standard feature or as an additional product.
These email marketing modules are built with marketing professionals in mind and in many cases will use a formatting tool using html coding. Now some companies won’t have an html expert as part of the team, so these days many CRM also integrate with the email platforms mentioned above, meaning your business can now have the best of both options. Maximizer CRM integrates simply with Mailchimp, allowing users to see the results within the Maximizer CRM customer record.
More to the point however is why this needs to be part of your CRM system and more importantly your CRM strategy. As we now know a big part of email marketing is not just tracking open and click through rates but also who is interested in which type of content and how you can then work with them to achieve desired results.
51% of marketers say the ability to segment email lists is one of their most effective personalisation tactics
For more information on the Maximizer CRM from Unimax Solutions contact us today: http://bit.ly/2tNAJi1