CRM email marketing is one of the most cost-effective ways to build a brand and communicate to a tailored audience. While some CRM email marketing campaigns can appear spammy, when you create a well-crafted message and send it to a targeted audience, it can help increase sales. The key is to develop a consistent campaign with communications that will resonate with your current and potential customers. Here is a list of tips and tricks to help step up your CRM email marketing campaigns:  

• Personalize your message

A CRM system allows companies to store and access data that can be used to personalize messages sent to a potential customer or existing client. For example, instead of “Dear valued customer”, the message can be “Dear Madison” followed by an email that is specifically tailored to that customer’s interest or inquiry. Studies have found that personalized emails generate 6x higher transaction rates. With HCP’s personalized email campaign builder, it’s easier than ever to curate the right message to your clients — whether you are welcoming new subscribers, notifying customers of a sale, or even wishing someone a happy birthday.  

• Segment your customers

Once your company identifies smaller collections of people within your customer database, you can create groups and segments (i.e.: potential customers, long-term clients, first time buyers) and send more relevant and personalized emails and follow-up communications. The more relevant the campaign, the better the results. When you develop your customer profiles, segmentation is simple and can easily be done through CRM software.  

• Make sure you are mobile-friendly

According to Campaign Monitor, 47% of all people across demographics use a mobile application for checking their email. There is no doubt that taking the impact of mobile access is essential to an effective marketing strategy. However, most companies overlook this factor and are not properly optimizing their marketing materials for mobile devices. When CRM email marketing campaigns are designed with a mobile-friendly format, it can help increase open rate results and ultimately help generate more revenue overall for a brand.  

• Test your copy, buttons and links

CRM software allows companies to easily perform A/B testing to help determine what message may resonate more with customers. Various elements in an email such as subject lines, headlines, visuals and call-to-action can all be tested to help maximize a campaign’s performance for click-throughs and conversions. Before sending out your next email consider testing the “from address,” embedded HTMLs, and call-to-action buttons. While it may seem insignificant, these details will impact the success of your future email campaigns. Make sure that when you create an email your efforts do not go to waste and that you are set with a proper call-to-action or link.  

• Change up the frequency

When you use CRM, trigger-based emails can be set up to automatically send out emails based on user behavior. A change in frequency that is a response to a potential customer inquiry can help increase customer engagement and facilitate potential sales via  interactions within email marketing. According to Marketing Sherpa, the most common trigger-based emails are ‘welcome’ emails, ‘thank you’ emails and transactional emails such as receipts, bills, or order confirmations. These various emails help close the gaps in email outreach with potential prospects and customers. Changing up the frequency helps give a more personal touch to the customer experience and can be a unique way to position yourself in the customer’s consideration set.  

Time to step up your email game

At ApostleTech, we have designed hundreds of customized CRM systems built on Salesforce, including HCP, which we specifically developed for home builders. When you use our HCP CRM software it allows you to integrate with other systems and easily develop personalized email campaigns.   If you are interested in stepping up your game and learning how CRM email marketing tools such as personalization, trigger-based systems and segmentation of subscribers can help you convert leads into sales, let’s talk. We want to help ensure your time, efforts, and sales are being maximized through email communications. Contact us today to learn more about ApostleTech and HCP solutions.