If you are using email marketing to promote your business or organization, you probably have a list of contacts and their email addresses. But, is that all the information that you know about them?
Probably not. It is likely that you have other applications that are housing valuable information about your contacts — age, gender, geography, purchase history. If the data in those systems were connected to your email account, you could use it to segment your list, trigger automated email series and formulate targeted messaging to increase the effectiveness of your campaigns and your business.
With email marketing integrations you can automatically sync the information from business apps like CRMs, ecommerce platforms, donation software, and more with your email account.
Let’s take a look at how integrating business apps can help you grow your business.
Why email integrations are important
According to a study by VentureBeat, email has the highest ROI (return on investment) of any marketing channel available, beating social media, paid search, TV, and radio, among others.
However, a lot of your success depends on getting the basics of your email marketing strategy in place: the quality and depth of your email list.
If you have old subscribers with outdated information who barely open your emails, your email marketing ROI will be lower than if you had an updated list with engaged subscribers.
How can you make sure your lists are always up to date, with in-depth data about each subscriber?
The answer is to integrate your business apps that have timely information about your customers and prospects with your email marketing account.
Think about what you already know about your email deliverability and your customers’ behavior, readily available via your email reports:
- Which emails were delivered
- Which ones were opened
- Which links were clicked
- Which emails were forwarded or shared
- Which emails bounced
- Who unsubscribed from your emails
These are great metrics to have, but here are a few more pressing questions that can’t be answered in your standard report:
- Which landing pages garnered the longest time-on-page from your prospects or customers?
- What were they looking to purchase, but didn’t?
- When was the last time someone made a purchase?
If you integrate your email marketing with other data sources, you have the opportunity to build a richer customer profile with exactly what you need to target more customers in the future with personalized content.
Tying the information together, using marketing automation, could change how you message that customer:
- Email them about related items. Let’s say they bought a vacuum cleaner. A few weeks later, you could present an offer for vacuum bags.
- Send an abandoned cart email for things they almost bought, with an incentive to get them back to finish the purchase.
- Reward loyalty to customers who shop with you often.
- Entice them to come back if they haven’t made a purchase in a while.
By having more data about a customer in a central, integrated database, you go from generic messages for everyone, to personalized messages one customer at a time. That means you get more interest in the inbox.
Integration tools to make email marketing more efficient
It’s important to remember that email marketing can’t be used as an isolated tool. Your marketing efforts are far more successful when you properly integrate email marketing into as many inbound marketing campaigns as you can.
When setting up your email marketing strategy, right from the get-go, make sure to keep in mind the integrations that help accelerate your marketing efforts. To get you started, here are some that might help when combined with strategic planning:
Your ecommerce platform stores lots of data about your customers. Make use of this valuable information by integrating it into your email marketing, and drive more revenue.
Segment your audience to send more relevant campaigns – Rather than sending the same email to your entire customer base, segment your lists based on what you know about your customer and their purchase history to send relevant content that interests them.
Request a review – Customer reviews can happen organically, but don’t sit idly by and wait! Instead, make customer reviews work for you by asking for them, responding to them, and promoting them. In fact, research from Bazaarvoice shows products with reviews have a 10% higher conversion rate than those without.
Celebrate birthdays and anniversaries – Every customer appreciates when a business recognizes them, even if that means sending your customers a simple happy birthday email. Integrating your ecommerce platform with your email tool allows you to set up automatic birthday emails. Don’t forget to include a special birthday treat like a promotion or discount that will bring them back to your store.
Remind people to renew – If your ecommerce business operates on a subscription model, e.g. Birchbox or Bagel of the Month Club, then subscription reminder emails can work, reminding them to renew, or presenting offers to upgrade their plan. By integrating your ecommerce platform with your email marketing tool, you have visibility into the customer’s expiration date allowing you to send out an automated renewal reminder.
If one of your main marketing goals is to convert customers, a CRM (customer relationship management) system can manage your relationships with prospects and customers.
By integrating your CRM and email marketing tool, you can create:
Automated lead nurture campaigns –When you create newsletters and one-off campaigns, you usually send them to a whole list of people, but automated email campaigns are set up once and automatically send to a segment of your list, or multiples segments, depending on the trigger you set.
For example, when you sign up for Constant Contact, you get a welcome email. This email introduces you to Constant Contact, asks you to verify your email address, tells you how to set-up your account, and explains how to get started with building your brand.
Lead nurturing emails can also be used to send content to prospects who might not be ready to buy or sign up, just yet. These emails can educate them on the benefits of your product, automatically nurturing them through the buying cycle.
Campaigns for each stage of buying journey – Sometimes your prospective clients might just need a little nudge in their decision-making, and sending them a special email (especially with a discount) can make the difference. By integrating your CRM with your email marketing software, you can segment your prospects by their customer lifecycle stage, and send targeted campaigns to bring in the sale. You should also consider what type of special offers or promotions work best for your business.
Blogging and content management
If you want customers to subscribe to your blog, you need to make them aware of your amazing content and give them a solid reason to sign up for your mailing list. Encourage people to sign up for an email subscription. so that they receive new content in their inbox as you publish. When they click through to read the entire post, your blog traffic gets a nice lift in traffic.
Integrating your blog with your email tool can bring new subscribers to your blog and give you an additional opportunity to convert them into leads. The best news? That customer is being educated by the great blog content, thus they become more likely to advance through the sales process quickly.
Accounting and billing tools
Your accounting program is a wealth of information, detailing who bought what, and for how much. It also stores the purchase location and the date of purchase. This information is incredibly valuable in your email marketing platform, and by integrating the two tools you can send special offers or rewards to your most valuable customers, and discounts and promotions to your lower value customers.
Grow your list via social media
65% of the top 20% of business-to-business social media lead generation marketers integrate email with social media, according to a study from Aberdeen Research.
Adding social share and follow buttons to your emails extends your reach beyond your existing customer base, expanding the visibility of your content and your brand, increasing the opportunity to generate new leads. Integrating your social media with your email campaigns allows you to send targeted emails to your customers who reach out on different social media platforms.
You can also leverage your social media presence to drive email list subscriptions. For example, you could place a call-to-action on your Facebook page, allowing sign-ups that keep your list growing with interested contacts. If you post to online bulletin boards, have a sign-up link in your signature. If you write blog posts or comment on another, make sure to mention where you can be found online. Social media is a big part of the marketing picture, especially for small businesses. Let it help you grow.
Drive engagement with every email you send
By integrating your business apps with your email marketing software, you can start sending your prospects and customers compelling email marketing campaigns that close more deals, driving more revenue. Integrating your email marketing initiatives with other marketing channels creates a more streamlined and pleasing customer experience, enabling you to consistently build a unique marketing experience for your customers.
Head to the Constant Contact Marketplace for the most efficient integrations, services, and applications for powerful email marketing.