Tag Archive for: email

Revolutionizing Email Marketing Campaigns With CRM And ERP Data

The technology behind creating content based on your target market has drastically evolved, making the process efficient and easier. According to research conducted by Evergage, many marketers agree that personalization is the most effective strategy for retaining the customer.

Happy Customer

To successfully implement personalization strategies, you’ll need sufficient data and insights. Bringing data from different systems remains a challenge for about 55% of marketers – you can create unique content on websites or social media, but personalized content is most effective in email marketing campaigns.

Sending individualized emails is not rocket science; however, using personalized emails to enhance conversion rates requires more than adding “First_Name” to your introduction.

So, how can companies gather the needed data? For starters:

  • Doing business with them
  • Tracking visitors on your website
  • Sign-up forms on your website
  • Sales networks
  • Third-party apps

All this data is usually gathered inside your CRM system. Collecting basic information such as name and address can make your email marketing communication simple, but not as effective. Make a list of data fields you want to acquire from your customers – name, address, and contact numbers are a given, but you also want to be able to track their purchase history, product interest, contact history, etc.

How integrating your CRM and ERP system enhances your campaign.

The 55% of marketers that struggle to bring all the data from their ERP system into their CRM system can utilize third-party integration apps to gather all the data collected from marketing automation systems or accounting tools into their CRM system. The integration between the two systems allows you to create custom fields where necessary and capture all the information.

It is crucial to make sure this information is up to date and accurate. Addressing a contact with the wrong name won’t do your marketing and sales efforts any good. Make sure you provide a personalized link in each email where the recipient can alter their own contact information; this will help to keep your database error-free.

Finally, always remember to send yourself and your team members a test email to see if everything works before you set wheels on your email marketing campaign. With a test mail, you can confirm whether all conditional content or personalization tags are in proper working order. Good luck!

5 errores frecuentes de email marketing

¿Sabías que el email marketing es 40 veces más efectivo que las redes sociales para adquirir nuevos clientes? Es verdad. Como dice Chad White, Director de Investigación de Litmus, “(email marketing) es el canal donde las personas quieren recibir información sobre las empresas y marcas. A través de los años, email marketing sigue siendo el canal número uno que las personas prefieren para estar informados de sus marcas preferidas -no Snapchat o Twitter”.

Por eso, una estrategia de email marketing bien elaborada es esencial para el crecimiento de cualquier negocio. Hemos compilado una lista de los 5 errores más grandes que cometen las empresas al hacer email marketing para que puedas evitarlos y así traer más ganancias derivadas de tus campañas.

Enviar emails con demasiada frecuencia

Uno de los principales errores es enviar demasiados emails. Un estudio de Technology Advice señala que la razón número uno por la que las personas se dan de baja de una lista de suscripción es por recibir correos con demasiada frecuencia en su bandeja de entrada; incluso el estudio muestra que las personas prefieren recibir correos con menos frecuencia pero que incluyan contenido educativo y de valor. Otro estudio, esta vez de Marketing Sherpa, encontró que los suscriptores prefieren recibir emails una vez por semana o por mes; por tanto, si estás enviando correos diariamente corres el peligro de cansar a tus suscriptores. No les des una razón para clasificar tus emails como spam. En vez de eso, ponte en sus zapatos. Piensa en la cantidad de emails que están recibiendo todos los días -y no son solo de tu compañía.

No incluir un enlace de llamada a la acción (Call to Action)

Este es otro de los errores más frecuentes. Todo correo que envíes debe incluir una llamada a la acción. Debería incluir un enlace que lleve a una página de aterrizaje (landing page) que continúe el mensaje dentro de tu email. Sin una llamada a la acción, los lectores no sabrán qué acción tomar, cuál debería ser el siguiente paso. Después de todo, el objetivo de tu email es que hagan algo, como comprar tu producto o agendar una reunión.

No personalizar

Los clientes son seres humanos, lo cual significa que no todos son iguales y, por tanto, no pueden ser tratados de la misma forma. El error que cometen muchos marketers y empresas es enviar el mismo email a todos sus clientes. Según Campaign Monitor, quienes personalizan el asunto en sus mensajes ven un 26% más en su tasa de apertura. Así que la próxima vez que envíes un email, trata de ponerle un toque personal.

 Emails largos

Todos hemos recibido alguna vez un email tan largo que deseamos botarlo en la basura en ese mismo momento. Emails de marketing deberían ir directo al punto y ser fáciles de leer. No debería tomarle a tus lectores más de unos minutos leerlo. Si quieres brindarles más información, considera enviarlos a una página en tu sitio web donde puedan leer la información completa. Eso también puede ayudar a que les interese explorar tu sitio un poco más, lo cual beneficiará a tu negocio.

No optimizar para diferentes plataformas

Otro gran error que cometen quienes hacen campañas de email marketing es olvidarse de probar el correo en diferentes dispositivos y navegadores antes de oprimir el botón de enviar. Según Nate Kristy, Vicepresidente de Marketing de Automational, “Outlook, Gmail, Yahoo, etc. muestran los emails de manera distinta, y todos se ven distintos en la computadora de escritorio”. Un estudio de Litmus en 2015 demostró que el mayor número de emails se abren en dispositivos móviles. Así que utiliza un servicio de emails que permita construir emails que se lean correctamente en estos dispositivos.

Esta es la era del consumidor, y necesitas apuntar todos tus esfuerzos de marketing a mantener el interés de tus clientes en tu marca. Y enviar emails optimizados y adaptados a ellos es una manera de lograrlo.

 

¿Necesitas tips de marketing y ayuda para hacer crecer tu negocio? ¿Para qué esperar? Conviértete en un Socio de Commercient hoy mismo.

 

5 Biggest Mistakes Email Marketers Make

Did you know that email marketing is 40x better at acquiring new customers than social media? It’s true. As Research Director at Litmus, Chad White writes, “[email marketing] is the channel where people want to receive communication from brands. Consistently for many years now, the number one channel where people want to hear from brands — it’s not Snapchat, it’s not Twitter — it’s email.”

Therefore, a top-notch email marketing campaign is essential for growing any business. We’ve compiled a list of the five biggest mistakes that email marketers make so that you can avoid them and derive more revenue out of your email campaigns.

#1 Sending emails too often

One of the biggest mistakes that email marketers make is sending too many emails. A survey found that the #1 reason why people unsubscribe from emails is that they are emailed too often; moreover, it shows that people prefer receiving less frequent emails that include valuable and informative content. In fact, a survey from Marketing Sherpa shows that subscribers prefer receiving emails at least once a week or once a month; therefore, f you’re sending out emails daily, you’re probably going overboard and may risk alienating your customers. Don’t  give them a reason to categorize your emails as spam. Instead–put yourself in your customer’s shoes. Think about the vast number of emails they are probably receiving every day–they are not just from your company.

#2 Neglecting a call-to-action link

Another one of the biggest mistakes that email marketers make is neglecting to include a call-to-action link. Every email you send should include a call to action.  It should include links to a landing page that continues the message within the email. Without a call to action, your email viewers won’t know what to do next. After all, the whole purpose of sending the email is to get them do something else, whether it be purchasing your product or setting up an appointment. Campaign Monitor provides a good list of call-to-action examples and offers a few useful call-to-action tips.

#3 Taking the one-size-fits-all approach

Customers are humans, which means they are not all the same, and therefore, cannot be treated the same way. The mistake that many marketers make in email campaigns is sending the same blanket email to all their customers. Personalization is always the way to go when it comes email marketing campaigns. According to Campaign Monitor, marketers who use personalization in their subject lines see 26% more opens. So, the next time you send an email, try to get personal.

#4 Sending lengthy emails

We’ve all received an interminable email that instantly makes us want to dump it in the trash. It’s another big mistake email marketers make – they send out emails that are too long. Marketing emails should make the point quickly and should be easy to read. It should not take your readers several minutes to read your email. If you want to provide your customers with more information on a topic, consider directing them to a specific page on your site where they can read the information in its entirety.  That also means that they might take the time to explore your site further, which can only help your business.

#5 Forgetting to optimize emails for different platforms

There is another big mistake that email marketers make – they forget to preview their messages on different devices and browsers before pushing the send button. According to Nate Kristy, the vice president of marketing at Automational, “Outlook, Gmail, Yahoo, etc., all display emails slightly differently, and all look different on the desktop.,” A study by Litmus in 2015 showed that the greatest number of emails were opened on mobile devices. To avoid the dreaded trash folder, make sure that your emails render correctly, Kristy suggests using an “Email service or marketing automation provider that has responsive design technology built in.” It will definitely help your email campaign in the long run.

This is the age of the customer, and you need to tailor every marketing effort toward keeping your customers interested in your brand. Sending personalized, thoughtful, optimized emails is one way to do that.

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