Once you have started using a CRM app in your business, your thoughts begin to turn towards marketing automation. As more businesses add CRM and email marketing tools to their business operations, they begin to experiment with segmenting customers to allow for a more personalized communication.
Today’s business customer expects a more personalized experience. Research shared by Bernie Borges at Find and Convert found 2 in 5 consumers tend to unsubscribe from emails or unlike a Facebook page if they receive too many promotions that aren’t relevant to them. Poorly targeted promotional emails and communications reduces the likelihood of sales by 45%.
Marketing automation can feel like an overwhelming task for the average business, but it needn’t be as daunting as it appears. CloudWork’s integrations help you to break down your marketing workflow into manageable stages that can then each be automated. This technique lets you keep total control over your marketing workflow, while reducing the amount of duplicate data entry or administration support you need to resource to manage your communications.
For many businesses, crafting more relevant promotional materials means:
- maintaining customer records with the latest updates (such as updating new contacts from your emails to your CRM, knowing who opened your marketing emails whenever you make contact, and being aware of who subscribes to your mailing lists)
- being able to group customers into relevant market segments
- demonstrating your business leadership, and
- being ready to reach out as customers show they are ready to buy.
Here are some simple ideas that let you get started with marketing automation based on the app integrations we offer at CloudWork.
1. Sync your contact data from your emails to your CRM
Example Integration: Add Google Contacts to Zoho CRM as lead
How to use: You can set up integrations to automatically save new contact information from your emails directly to your CRM. For your workflow, get into the habit of saving all new Gmail contacts to a particular group in your Google Contacts, for example, “New customer enquiries”. Then set up our integration so that whenever you add a contact to this group, it is automatically transferred to your CRM app as a new lead (or contact if you prefer).
When to use: With a couple of clicks, you can now transfer any new customer enquiry into your CRM so you never lose track of a potential sale opportunity again. You can also couple this integration with some of our other CRM integrations, such as being able to store a full copy of the email with the CRM record.
2. Automatically add high-paying customers to a VIP list based on their invoice amount
Example Integration: Add FreshBooks customers to a MailChimp list based on invoice amount
How to use: Create a specific interest group in MailChimp for your platinum shoppers – i.e. those customers who spend over a specific amount, say $500. Then set up an integration so that whenever you issue an invoice from FreshBooks to a customer for this amount (or more), they are automatically saved to a special VIP list for targeted promotions.
When to use: Providing an all-encompassing loyalty scheme is difficult to manage and can end up with you offering unsustainable discounts to low-value customers or looky-lou’s. Fine tune your loyalty program by creating a VIP experience for your best customers. These customers have already proven they want to spend money with you, so you want them to come back sooner and spend similar amounts again. Don’t overdo the promotional offers you send to this list, and only use it to offer a truly VIP experience.
3. Know which contacts open or click on your email marketing
Example Integration: Track Campaign Monitor campaigns in Capsule CRM
How to use: You can use app integrations to have a note added to your CRM record for each lead contact record showing if they opened your latest email campaign sent from Campaign Monitor, indicating whether they opened your email newsletter or promotional offer, and what they clicked on.
When to use: If you have a sales department that calls leads from your CRM database, it is essential to conversion that you have a 360 degree view of all the interactions they have had with your business. With this integration, your sales staff can see if your leads opened your email campaigns and what links they clicked on. Sales staff can have a more targeted conversation with leads based on what they have shown they are interested in.
4. Send thought leadership tweets directly from your note-taking
Example Integration: Send a tweet from your Evernote notes
How to use: Set up an app integration so that any new note added to a particular Evernote notebook will also be tweeted from your Twitter account.
When to use: This is a great integration to build your thought leadership reputation, especially when attending industry events or from a conference. Now you can save those pithy speaker quotes and at the same time, share the gold with your followers.
5. Get an SMS alert whenever a lead subscribes to one of your email lists
Example Integration: Send an SMS alert via Twilio when someone subscribes to a MailChimp list
How to use: Twilio is an API tool that allows you to promote a phone line to your target market that will connect all your calls via voice-over-IP. There is some set up required as this is a coding API, but once in place you can route all your landline calls through a VoIP network and onwards to mobiles. There are integrations available to send you SMS alerts when particular events are triggered, in this case, when someone on your lead database subscribes to one of your email newsletters.
When to use: When your lead contacts start seeking out more technical information – for example, by subscribing to a more specific email newsletter you offer rather than a more general one – it is a sign they are edging closer to being ready to buy. You can set up this app integration to alert your sales manager by SMS when a lead subscribes to a particular, more technically-focused email. Now your sales manager can followup with warmer leads who have shown they want a deeper knowledge of your products and services, and convert the lead into a customer at just the right time.
6. See an engagement summary of your latest email campaign
Example Integration: Create a summary in Evernote 24-hours after your MailChimp campaign is sent out
How to use: After you have scheduled an email marketing campaign in MailChimp, you can set up an app integration to receive a summary ion Evernote 24 hours after it is sent to your subscriber base.
When to use: Keep a summary record of the effectiveness of each email campaign and work to improve your benchmarks for opening rates and click-throughs. This is also a great app integration to use if you have a limited items discount offer. You can review the email opening rates from Evernote and decide if you need to invite a greater portion of your customer base in order to reach a conversion rate that will use up your supply without over-committing your business and disappointing customers.
App integrations let you work on marketing tasks rather than on the admin and data entry required to connect your various online tools and cloud-based apps. Start thinking about the tasks that see you spend hours repeating data entry or cutting and pasting from one app to another. These are ripe fodder for app integrations and automation.