Using a reliable CRM platform is essential for a business's long-term success which is where Salesforce comes into play. According to Salesforce data, 60% of customer interactions now take place online, with 88% of customers expecting businesses to accelerate their digital initiatives in 2021.
With email marketing being such a prevalent digital advertisement channel, it’s a no-brainer for companies to use Salesforce to market their brands via email. Let’s take a look at how you can use Salesforce to set up a successful email marketing campaign, as well as why you should do that.
Perks of Using Salesforce for Email Marketing and Customer Engagement
Before we dive deeper into Salesforce for email marketing, let’s address the benefits of using these two elements in tandem. According to Influencer Marketing Hub findings, 46% of marketers consider email marketing important for lead generation, while 47% consider it essential for lead nurturing.
Whether you target B2C or B2B leads with your content, any audience segment you target is bound to use email daily. People are fond of receiving emails, whether for personal or professional correspondence or with sales offers from brands they subscribed to.
With Salesforce in play, you can manage your email marketing campaigns much more effectively than before. Its repertoire of features is designed to make CRM seamless, making your marketers’ and content creators’ jobs easier. Here’s what you can look forward to when using Salesforce for email marketing:
- Improved customer information management
- Better campaign goal and time management
- Increased accessibility and agency for your staff
- Boosted employee collaboration and staff cohesion
- Quicker campaign turnaround time and lead generation
- Increased ROI compared to manual email marketing
Don't forget to check out: How Does a CRM Software Add Value to Business? | Salesforce Guide
Tips for Email Marketing Using Salesforce
Segment your Audience via your Email List
Thanks to Salesforce, you will be able to manage your email list much more precisely moving forward. The Salesforce Email Studio is designed to make creating content and segmenting your audience faster and more accurate.
You should segment your audience based on their past interactions with your brand, the demographic they belong to, and purchases they made on your store. Salesforce will also deliver email list analytics to you periodically to ensure that you are well-informed on how to create new content for your audience.
Map Out Your Customer’s Journey Milestones
To approach each segment of your audience properly, you should define your brand’s customer journey milestones. Customer’s journey maps consist of the following stages, each with its approach to customer engagement:
Customer’s journey stages are self-explanatory, and each of your leads will typically fall into one of these stages. Define how you will write emails for each stage of their customer’s journey to determine what types of content and calls to action to use.
Personalize your Email Content as Much as Possible
While your sales pitches will play a role in how people engage with your brand, you should also personalize your email content via Salesforce. Find out what you can about your recipient, and address them by name or last name.
Refer to their past interactions or purchases and address them with “you”. Don’t send generic, copy/paste emails to everyone on your email list. Instead, try to cater to each customer as good as you can to entice them into visiting your website and buying your goods or services.
Proofread and Format Every Email You Send
There are few things worse than a misspelled subject line or poor email formatting when using Salesforce for email marketing. Pay attention to how you write email content since you won’t get a second chance with many of your recipients if you write content improperly.
Targeting millennials or college students who are familiar with paper writing, for example, will require you to be even more mindful of your grammar. Students who think “Please help me write my thesis” and use a professional writing service to finish their writing assignment on time will spot inconsistencies. Read your email content aloud when it’s done and make good use of paragraph separation, bullet points, and bold or italic lettering. This will make your emails legible and engaging for mobile users, as well as anyone looking for a professional company to interact with.
Embed Representative Visuals into your Email Content
Once you have your email copy ready, you will also need to prepare some exemplary multimedia content. Adding images, videos, or animation into your email’s body can improve readability and engagement. Moreover, branded visual content will add to your email’s legitimacy and professional look.
You can add captions to images or infographic files before attaching them to your email to further improve your content’s visual appeal. Sending emails without any visual content attached will make them appear barren and cheap. At the very least, you can use free photos or vectors to elevate your email content in your recipients’ eyes.
Check out an amazing Salesforce video tutorial here: What is CRM and How Does it Work? | Salesforce
Iron Out your Email Content Over Time
When your email marketing campaigns are underway, you should continue to monitor them via Salesforce to improve their performance. The points of interest you should keep in mind when monitoring email marketing include but are not limited to:
- A/B testing your emails to find a sweet spot for your audience
- Changing the call to action periodically and measuring their performance
- Refreshing your email content’s format and information hierarchy
- Reaching out to converted leads to reengage and nurture them
- Refreshing your email list to ensure all emails are still valid
- Reevaluating and updating your customer’s journey milestones
There is a multitude of reasons to use Salesforce not only for email marketing but other CRM activities in your business. Salesforce is user-friendly and features plenty of integration opportunities with other platforms and APIs. It is a worthwhile platform to invest time and resources in for your business’ and customers’ long-term benefit.
Focus on creating meaningful email content and follow that up with Salesforce features designed to make CRM more successful. You will quickly learn that any other email marketing platform you’ve used only covered a fraction of what Salesforce can do for your business.