CRM email marketing is the strategy of using CRM tools to provide more personalized marketing practices to customers and give them an individual approach.
The strategy fights against spamming the potential customers and delivering messages only when it’s necessary and needed. Imagine how nerve-wracking it is to constantly receive emails that you don’t need.
As the complaints started to rise new regulations were put in place, in order to show consideration to the customers and accelerate their satisfaction. As of 2003, FTC mandates each email marketing campaign to have an opt-out option, so it can be less intrusive and more appealing to the customers.
CRM email marketing is the combination of CRM and email marketing. First, let’s look at them separately.
CRM stands for Customer Relationship Management. It’s a system that businesses use to interact with customers and potential clients. The large database available is used to analyze to further accelerate their strategies and segment further the target audience. It helps businesses to better personalize and customer their approach with the consumers.
Email Marketing is a form of business messaging, i.e. businesses send information and news to their current and potential customers via emails. Businesses can send;
Furthermore, email marketing helps promote the company’s products and services, increases customer loyalty and brand awareness.
If you want to send highly targeted emails, you can use the data to segment your audience further by gender, location, interest, behavior. According to statistics segmentation improves click rates by 65%.
You can opt for the trampoline by personalizing further the messages. The recent statistics show that personalized emails have 6 times higher transaction rates.
Personalization builds a stronger customer relationship and increases loyalty as businesses show an individual approach to each and every customer.
Did you know that for every $1 dollar spent, email marketing generates $42 in ROI. The return rate helps businesses better assess the situation and make better adjustments to the overall email marketing strategy.
New technology with new tools and features emerge basically every day. New automation techniques and AI are used to make CRM email marketing more data-driven and digitalized.
Businesses use CRM email marketing to build relationships with customers, potential ones, generate leads and speak directly with them right through the customers’ inboxes.
It’s email marketing that uses CRM tools to provide a more personalized and customized email approach with customers to reach business goals.
Some companies put in effort and means to increase their success. The top 4 include:
1. Mailigen increased its open rates from 20% to 29% with behavioral segmentation.
So, what the company did first was to understand its target audience. And the most effective way for segmenting is to use user behavior.
Behavioral segmentation helps companies group email subscribers according to demographics, target, goals in order to create relevant and optimized content for each.
Behavior data includes:
Mailigen collected all the subscribers that hadn’t opened their emails and resent it, only this time, they added symbols to the subject line, which ensured an open rate of 20.5%.
Other such tweaking examples include:
1. Reach out to unresponsive subscribers with SMS, which includes one key message. If you want your subscribers to take some sort of action, don't go overboard with information, just tell them one simple message.
2. Reach out at the right time, to ensure that the traditional 90% open rate of SMS will be 98% when sent at the right time. Unfortunately, the behavioral segmentation will get you halfway through the road, but for the other half, you need to test in order to determine the exact timeline for each segmented group.
3. Make the message simple enough to understand and digest.
4. Add a CTA in the subject line.
5. Make the purchasing process simple enough, so the customers don’t become hesitant midway and decide to cancel altogether.
6. Persuade subscribers to take action by offering discounts and incentives.
2. Digital Marketer increased its open rates by 3 times with subject lines.
So, what did the company do exactly?
There are generally 4 types of subject lines:
3. David Huffman increased email open rates from 15% to 20% with content-packed emails.
As there is no one-size-fits-all when it comes to CRM Email Marketing, you can’t really follow just one rule and expect results. Each case is different. We were recently speaking about how neat and short and clear the message needs to be so as not to bore the reader and let them lose interest, but it turns out it’s not the case with everyone.
This example determined the opposite of what we talked about and is proof that any example or strategy out there needs to be analyzed with all the available data and optimized to your strategy and your company personally.
David Huffman, a content webmaster for Deaconess Health System, used a 6-week test of email marketing to re-engage passive readers and leads.
Let’s have a look at how he was able to have an increase in open rates.
4. Gregory Ciotti increased newsletter open rates by 59% with a specific CTA.
Click-through rates can increase dramatically when a clear and powerful CTA is included. It’s not a one-time or on a first try, though. You still need to do some testings.
Our 4th example did exactly just that and tested several CTAs before reaching their increased results. How did they do it?
The subject line content is a handful and can be tricky sometimes. For example which one to write in the subject line: “A 10% discount” vs. “Save $20”?
Many subscribers state that the higher perceived value works best, so in this case, it’s best to write the “Save $20” in your subject line.
Here are a few additional do’s and dont’s for when writing a subject line:
Keep it short and simple (4-15 characters).
Define exactly what the message is about.
Keep the same text in the subject line.
Ask Readers to take action.
Don’t use FW or Re.
Don’t write in all caps (I personally hate it. It feels like someone is demanding me what to do and is mad at me).
Don’t include exclamation marks (It’s not a Nazi subtitle).
Don’t use spammy words (e.g. “Open Now”).
Don’t sound sales-y.
Don’t use symbols and uncommon characters.
Don’t use your recipient’s name
Can you imagine the time and effort you can save with automation?
The thing is that you can automate email marketing to save time and accelerate your campaigns to the next level.
It helps businesses with:
Businesses use marketing automation to automate tasks and communication between CRM and marketing automation software.
It will help to:
Fortunately, there is a lot of software that has CRM autoresponders incorporated into the system that businesses can use to send automated replies and follow up with them later.
Now, without further ado, we present to you the top 15 CRM Email Marketing Software that businesses can use for their marketing purposes.
Pricing: Free - 299 USD
Pricing: 19 USD - 22 USD
Pricing: 400 USD - 3,750 USD
Pricing: Free - 65 USD (different pricing for Enterprises)
Pricing: 12 USD - 99 USD
Pricing: 95 USD
Pricing: 14 USD - 52 USD
Pricing: Free - 159 USD
Pricing: 250 USD - 1,500 USD
Pricing: Free - 16 USD
Pricing: 41.60 USD - 800 USD
Pricing: 29 USD - 99 USD
Pricing: 45 USD - 3,200 USD
Pricing: 995 USD
You may think that CRM email services maybe a handful, but with automation in place, the usage becomes fairly easy. CRM and autoresponders save a lot of time for marketers in the long run. You can combine email with CRM and use the database and interactions, that will better help segment your audience and deliver each message to the right target.
The best CRM for email marketing depends on the business goals, the target audience, and the messages that the business wants to deliver. The email marketing CRM system is an easy-to-use process that marketers can incorporate into their strategies.
Let's go over a few stats and best practices that will further help the case of CRM Email Marketing.
The first marketing email was actually sent in 1978.
Today, it’s estimated that there will be over 4.1 billion email users by the end of 2021.
Email marketing has gained popularity among businesses of any size and industry due to its high ROI and customer satisfaction.
And, wouldn’t that be a good enough reason to consider for your marketing purposes?!
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