Increase conversion using CRM and more
It's a golden combination: email marketing, marketing automation, and CRM. How can email marketing and marketing automation provide cost savings and increase conversion?
Email marketing has many applications, and marketing automation is frequently used in different kinds of campaigns. Sending an email with a request to leave a review after an online purchase is just one of many examples. It goes without saying that sending all these emails by hand is a devilish task. Moreover, the marketing department has better things to do than manually sending out emails and campaigns. Besides reducing the costs of these campaigns, automating the process using marketing automation also provides for more structure and consistency. Nobody wants to be asked about their experience with a particular online store a month after ordering a pack of socks there.
Besides cost savings, the use of marketing automation also results in greater creativity: the marketing department can focus on other aspects, like analyzing data and optimizing campaigns. In addition, it means the marketing department can focus on applying that creativity in the development of other campaigns and producing content.
Marketing automation not only provides cost savings and more structure in campaigns; it is also highly applicable in increasing conversion. The big advantage of email marketing is the data collected by each campaign.
Increase conversion using marketing automation
Let's take newsletters with new product announcements as an example. Online store X regularly sends out newsletters to inform customers of the latest collection of clothing. An email is sent out to announce the autumn collection, for example, linking to a landing page, which has been created specifically for this collection. Clicking the link to view the new collection is a signal that the recipient is interested in the relevant products. Marketing automation can then be used to reach these recipients with an email in which they're offered a discount on these products. With marketing automation, interested recipients (who clicked the link in the first email) will receive a follow-up email with an offer some x days/weeks later. Uninterested recipients of the initial email (who didn't click the link in that message) will not receive the second email with the offer. This way, conversion from the second email can be optimized.
Optimizing conversion using email marketing and marketing automation is impossible without A/B testing. It could be interesting to examine the degree to which recipients who initially showed no interest in the new autumn collection may become interested in these products when they're offered a discount. The optimal result can only be achieved through intelligent use of A/B testing. Linking email marketing to the CRM system is another important step in optimizing email marketing and marketing automation.
Link with CRM
Linking a CRM system to the software used for email marketing can help you keep your database of email addresses up to date. It goes without saying that a high bounce rate, caused by incorrect/outdated email addresses, will have a negative impact on the results of an email-marketing campaign. Consequently, the use of marketing automation and email marketing combined with a link to the CRM system also yields increased conversion. New customers can also automatically be added to the address database in email-marketing software, and an up-to-date email-address database can only result in a higher open rate and increased conversion.