Definition: what is email marketing?
We call email marketing all the emails sent by a company to its contacts, with the aim of increasing its sales. The transactional email and the newsletter are both part of an email marketing strategy.
Definition: what is a CRM software?
CRM is an acronym that can be translated into French as " gestion de la relation client ". A CRM software is designed to centralize the data collected on the contacts of a company. This data comes from the various tools used by the company to interact with its contacts.
In CRM, as long as they have not yet purchased an offer from the company, these contacts are called " leads" (or "prospects").
The main objective of CRM is to observe the situation of each lead on the way from his meeting with the company to his first purchase. This path is called the " customer journey ". From a sales perspective, identifying the position of leads on the customer journey allows you to deliver the right message to each of them.
1. Connect and synchronize two separate databases, to save time
As we will see, the modern enterprise can no longer afford to operate in silos. In the digital age, technical possibilities allow for almost immediate data exchange. This opportunity allows the sales team and the marketing team to work in synergy, to increase their productivity and, ultimately, their sales.
Yet, some companies strive to create this synergy, but do not exploit the potential of the software and tools they are equipped with. They prefer to work with Excel spreadsheets exchanged via email or the cloud. This wastes time and creates the risk of error or confusion.
On the contrary, the synchronization of a CRM tool with an emailing solution allows to work with a unique contact database, updated in real time.
2. Segment your list more accurately, to create more profitable offers
With a CRM, you can centralize the information collected by Google Analytics. This allows you to know who is looking at what on your website. Thanks to this observation, you can identify groups of leads that are interested in the same set of services or products.
Then, you can use this information to segment your contact base, and create offers according to each segment. And finally, you can import the same information into your emailing solution, so that you can send email campaigns to promote these offers to the concerned leads.
3. Fine-tune the personalization of your email marketing, with CRM data
As direct marketers have shown, personalization of each message is the basis for successful marketing campaigns.
This is why Kiliba relies on marketing automation algorithms, which allow for advanced personalization of the emails sent. However, even Kiliba cannot work optimally if it does not have all the information available on your contacts.
However, an emailing solution cannot, in itself, know any information other than that which concerns it directly. The data collected by a classic emailing tool is limited to the opening rate, the bounce rate, the click rate and the unsubscribe rate. Kiliba, on the other hand, also learns about the behavior of your customers on your site.
On the other hand, by connecting your CRM software to your emailing tool, the latter will be able to import other exploitable data, such as the conversion rates on your website (add to cart, checkout, sale...).
This allows you to distinguish leads from contacts who are already customers. Thanks to this, you can set up a loyalty campaign, by sending by email, for example, advice or training on the use of the purchased product.
This will also allow you to use the retargeting features of your emailing solution. You will be able to program automated email follow-up scenarios, targeting contacts who abandoned their purchase process when they arrived at the checkout page.
4. Improve the targeting of your CRM strategy with email marketing data
Mirroring the point we have just developed, the integration of your email marketing tool with the CRM allows your sales department to work more finely.
Indeed, as surely as an emailing solution cannot know by itself the conversion rates on your website, your CRM cannot know by itself the click or open rates of an email campaign.
By importing this data into your CRM, your sales team will be able to know exactly which leads are the most loyal and interested in your company.
This means no more phone calls or blind sales messages. Only the most qualified leads will receive call proposals in their inbox, based on their level of interaction with your email campaigns.
5. Optimize the management of your email marketing and CRM budgets
Finally, connecting email marketing to CRM allows you to have an overview of the costs incurred in the front office. From the welcome email to the sale, you will be able to measure the profitability of each lead, without confusion. The quality of your company's overall budget management can be improved.
Need a professional tool to manage your email marketing? Kiliba is a powerful solution, with many features, which oversees the sending of email campaigns with a high level of automation and personalization. Moreover, it becomes even more formidable to send at the right time, the right message to each of your customers and prospects. Connecting Kiliba to your CRM tool requires no training. It is therefore the best option:
- to optimize each email campaign,
- for a better deliverability so that it doesn't end up in the spam of your customers' email, but in their inbox,
- to create a long term quality customer relationship.