Integrate your CRM with your email marketing tools.
Email marketing and CRM are equally important. But if you’re using them separately, they’re nowhere near the powerhouse they can be when working together.
Integrating your CRM with your email marketing will benefit your business in a multitude of ways, no matter your size. Despite this, many businesses are still insisting on using a variety of separate tools to manage their sales and marketing. This lack of communication leads to poor customer engagement, lead generation, productivity, and eventually, sales conversions.
However, this can be avoided. By integrating CRM and email marketing tools, a significant improvement in all of the above is possible.
Fortunately, martech brands are aware of these benefits and taking action. There is a trend towards consolidation in the sector, with many highly sophisticated integrations (like Transpond and Capsule) ensuring this smooth communication is as simple as possible for users
The benefits of integrating CRM with email marketing tools
1. A more holistic view of every customer relationship
Customers hate nothing more than feeling like they’re being harassed by a brand, or bombarded with repetitive marketing. When these tools aren’t working together, it can be impossible to know which interactions have already been tried with each customer and what the next steps should be. This leads to repeated attempts, irrelevant conversations, and the potential loss of a customer.
When your CRM and email marketing tools are integrated, all results and interactions are tracked and presented in one place for your teams to see, regardless of where they took place. Meaning both sales and marketing can use real-time results to decide the best next step, avoiding causing customer frustration or clashing decisions.
2. Access to robust client data that can be leveraged to improve interactions
Interactions need to land in the right place at the right time. But without data to tell you where and when that is, how do you make an informed decision? And it’s not all about the quantity of interactions, it’s about the quality too.
As mentioned previously, when bringing CRM and email marketing together, all data is in one place. This means that any interactions had by either the sales team or marketing team will be logged and available to all. And with CRM tools like Capsule, managing data is made easy.
If you update or add contacts, tags, lists, etc in Transpond, they’ll sync to Capsule (and vice versa), meaning information is consistent no matter where you input it. You can also set mailing statuses from either app and pull through custom fields to be used as merge fields.
When it comes to marketing, the more customer data, the better. This consistent data can then be used to improve interactions between brand and customer, with the end goal being increasing sales. After all, the more you understand your customer, the more targeted you can be in your communications.
3. Marketing designed to make sales
There are many possible marketing goals - brand awareness, education, retaining current customers - but the goal that will benefit greatly from bringing your CRM and email marketing together is making sales.
When the marketing and sales teams work together, they work towards the same goal. If working separately, marketing can often bring in cold leads or leads that are not right for sales. When this happens, sales will decrease. However, when both teams are working in unison, marketing can generate viable leads that are more likely to turn into sales.
4. Key stats at your fingertips
Some CRM apps (including Capsule) use a 5 star rating system that allows marketers to see user engagement clearly. On top of this, detailed campaign data and performance at contact level can be viewed.
By having these key stats at your fingertips, you can stay in touch with the success of your marketing efforts, affording you an oversight of what’s going well and what can be improved upon.
5. Personalise outreach without hiring dedicated marketing professionals
Personalisation in email marketing makes more of an impact than you may realise. What seems like a simple change to a headline or content can actually make revenue 5.7 times higher (according to Rich Relevance).
When you bring all customer information together into one place, both sales and marketing can view their personal details and use this to personalise any interactions. It’s a quick and simple solution for something that would otherwise need a dedicated professional to oversee.
By optimising customer engagement through personalisation, customers feel valued and understood, something that is crucial in order to secure sales.
Email marketing tools and CRM take the hard work out of marketing and data gathering, so that you can concentrate on that all important interaction.
6. Set up is quick and easy
There is often a myth that consolidating your email marketing and your CRM is an arduous task, but this truly is not the case. With the ability to import your contacts, lists, tags and custom fields within minutes, setting up couldn’t be quicker.
As part of this import, nuisances like duplicated contacts are resolved quickly, making sure that the consolidation is as smooth as possible.
7. Automate communications effortlessly
Setting up automated communication with integrated CRM and email marketing is a game changer. By introducing creative triggers in your email marketing tool, data can be sent back to your CRM app to be used.
With automated communication, you can:
- Create triggers in your email marketing platform for one campaign (or across all) to send data back to your CRM app
- Set triggers for actions within the CRM app
- Create automated sequences to manage a flow of communications
- Add steps including emails, conditions, actions or webhooks
- Set conditional paths for individual steps
Boost sales by integrating Capsule and Transpond
If you’d like to create email marketing that works for sales, not against it, then integrating your email marketing tool and CRM is a game changer.
With Transpond and Capsule, you gain the insight you need to get the marketing results you deserve. Get started with Transpond for free today: https://app.transpond.io/