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“Unless you have the (wo)manpower, free time, and capital to individually build a personal relationship with each one of your prospects and customers, email should be your best marketing friend.” HubSpot
That email is not dead is a given, if you have looked at email marketing growth statistics from 2020 and 2021. In 2020, the world had around 4 billion email users. This number is expected to rise to 4.6 billion by 2025. Emails are an essential part of your overall marketing strategy, and how you execute email marketing strategy defines your brand to a significant extent.
Today, we’ll discuss the best method to execute your email marketing strategy out of manual methods and CRM. Whether yours is a small, medium, or large enterprise, there is only one answer to that debate. Let’s find out what, why, and how.
Marketers use email marketing tools to create, test, optimize, send, automate, and report on email campaigns. All of these processes could or could not be done by a single tool. While choosing each tool, it is important to check its utility vis-à-vis your business goals. While there are extremely specific tools such as a subject line generator and an inbox placement testing tool, there are CRM (Customer Relationship Management) systems that do it all (even beyond email marketing).
Manual emails are the ones that are crafted for lists or segments, scheduled, and sent manually. In this method, there are no trigger emails, i.e. emails automated by subscriber interest or behavior such as abandoned cart. These emails are sent one at a time, as there is no sophisticated tool involved. Of course, manual email campaigns are time-consuming to create. However, they have some key applications.
Take this Rock Candy Media email, for example. It seems like an unprecedented stroke of creative genius. It isn’t part of an offer, a proposition, or related to a topical day. With its wacky design, it clearly stands out. Such emails can be saved the process by sending them manually and waiting for the magic to happen.
The following KiwiCo email is specifically aimed at subscribers who already have a particular type of subscription and urges them to upgrade it by illustrating key benefits. These narrowed-down broadcasts are easy to send manually.
There could be errors in both manual and automated emails, and fixing them takes an update email more often than not. At such times, you also have to be careful about the segment or group you are sending the update email. If you send an Oops! email to the wrong group, you have to send another Oops! email to cover it up. Congratulations, you are now in an Oops! email loop.
This sweet Oops! email from Pokémon Center hits it at the right spot with a no-frills, compact design. It gives out exactly the information that is needed and looks sincere at the same time.
CRM email marketing puts all the focus on the individual email subscriber/audience, whether it is an individual person (B2C) or company (B2B). It is not about the target group as a whole, but about your target group member as one.
This kind of specific targeting is made possible by CRM’s data storage capabilities, automation, and other functionalities. A CRM stores a prospect’s age, gender, purchase preferences, website history, and a lot of other details. These help email marketers in creating tailored, highly personalized emails. This greatly helps the brand to stay at the forefront of its target customer’s mind.
Here is why we are sure that CRM email marketing is the way to go, no matter what size, level, or sector your company belongs to.
Check out how CRM solutions provider SuperOffice has illustrated the benefits of hyper-segmentation.
Plus, CRM templates have responsive designs optimizable to all devices and their sizes.
Here, popular brand Sony integrated Pinterest into an email campaign for their VAIO laptop series. They reaped rewards in the form of higher CTR, open rates, and email revenue as well.
Imagine the possibilities for integrating your email campaigns with Twitter, Facebook, Instagram, and YouTube. You can have your subscribers tweet, share, and even watch embedded videos right within your emails.
Automation also ensures that emails such as onboarding, follow-up, abandoned cart, etc. are sent on time. While about half the world is sending these emails within seconds, your brand can’t be left behind. A good follow-up email is about timing more than it is about content, most would say.
Plus, CRMs have humongous data storage capabilities. No matter how many campaigns you run at once, they can store, maintain, and manage all your data in the proper fashion for you.
CRM email campaigns are always well-informed, predictable, well-targeted, and well-managed. Not to forget that third-party integrations are also possible with CRMs, which make campaigns richer.
A cohesive unit of data and marketing activities stemming from it are not only convenient but also very cost-effective in the long run. There are plenty of reasonably priced CRMs available in the market, which come with good features and benefits.
Hence, when it comes to your precious email campaigns, we’d say, CRMs are the way to go!