Email Marketing: What does it have to do with CRM?
AlfaPeople |
Feb 20, 2018

Email Marketing: What does it have to do with CRM?

Nowadays, there is much talk about investing in CRM and email marketing. These two marketing strategies, if well combined, can be of immense value to companies that are working on capturing, updating, and maintaining customer and prospect data.

In today’s article, we are going to explore what a CRM is for, what’s its relationship with email marketing and how to take advantage of the two combined. So let’s go!

What is a CRM good for?

CRM, or Customer Relationship Management, is a system that helps to store, organizing and managing the personal data of customers and prospects of your company. All information collected by your marketing and sales team during the customer communication process is stored in a system like that and can be viewed and used strategically by the company when appropriate.

CRM and Email Marketing: Understand the Relationship

When we have records about customers and prospects, such as products or services that were acquired, date of the first purchase, and other details, it’s possible to structure email marketing strategies to reach customers at the right time.

Let’s say you’re a sports equipment store and have records of customers that bought a specific bike and tennis for practicing. One idea to take advantage of this data is to send promotions for helmets and other accessories for cyclists, focusing on improving your customer’s performance.

This type of strategy can be used to offer specific promotions based on the first purchase that was made, the customer’s anniversary date, specific commemorative dates, and so on.

How to make these two strategies work?

To improve the results of your email marketing strategies, you need to understand the benefits of integrating e-mail campaigns with a good CRM.

1. Knowing your audience
The first clear benefit is getting to know your audience. The correct storing of information will help you understand what customers are buying, their consumption patterns, what kind of difficulties are most common, why they chose your business, and more.

This information is valuable as it helps to understand not only your audience but also to find out how to improve your company’s sales and results.

2. Audience targeting
Targeting the audience is also critical. When you know your audience, your preferences, common complaints, and understand how your business can help each of those people, you can target groups based on common interests.
This segmentation will help you to improve your company’s communication, always embracing the most outstanding characteristics of each of these people. In this way, you’ll be able to structure campaigns with the correct language, the correct sales argument, and the correct offer at the right time.

3. Marketing Automation
And, of course, to facilitate the work of your marketing team, by cross-referencing that data and creating targeted audiences, you can use marketing automation. This automation will send emails according to the time you set for these segmented groups, always focusing on the particularities of each one of your customers.

Email marketing, if used correctly along with CRM, can be a valuable tool for your business sales efforts! Today, the secret of big business is to discover, analyze and focus on the specific characteristics and interests of its customers.

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