Email marketing often plays a big factor in the overall marketing strategy for businesses of all sizes. It’s usually highly-targeted, tremendously reasonably priced, and, in many cases, one of the best ways to build brand awareness and customer-business relationships. Let’s take a look at some of the most effective ways to exploit this important marketing tactic through your customer relationship management (CRM) software. 

First: Utilize On Contact’s Email Marketing Platform

Did you know? By purchasing On Contact CRM you’re also getting a full suite of marketing automation software, which includes an email targeting and design tool – perfect for your email marketing efforts.

Forget having to spend hours upon hours learning HTML. With our email template designer, you’ll be able to choose from one of our many creative email templates and editing features to build your own professional emails, every time. Through the email designer, you’re empowered to preview, test, schedule, and even analyze the success of your emails through metrics such as opens, clicks, bounces, and more.

In addition to our template designer, OnContact CRM comes with targeted email marketing functionality as well. Utilize your CRM contacts in your email marketing campaigns by targeting and segmenting your emails based on selected criteria of your choice. By doing so, you’ll be able to send highly-specific emails and content directly to customers and leads, and then analyze the successes.

Then: Conduct A/B Testing

Email marketing optimization is critical to having a successful campaign. Simply creating an email, sending it out to your contacts, and waiting for responses isn’t going to get you very far. Instead, consider conducting A/B testing sending out two versions of an email and analyzing the results and other relevant optimization tactics to make sure that your emails are getting the highest possible click-through-rate (CTR) that they can get.

Some helpful examples of A/B testing for email marketing include testing the day/time in which the email is being sent, the subject line of the email, the name of the sender, the template that the email is in, the use of hallway pages (as will be discussed below), a relevant call-to-action (CTA), and so much more. Do your research, analyze your work, and optimize for a successful email marketing campaign.

Use Landing Pages

When sending out an email, whether it’s to current customers or prospects, you’re likely going to include a link that you’re hoping receivers will open. This could be in the form of a social media page, your company’s website homepage, a product page, or a landing page. In most cases, it’s recommended that you utilize the landing page.

Through OnContact CRM’s marketing automation platform, you’re actually able to build forms on these landing pages to collect vital web visitor information. Once the form on the landing page has been filled out, that information is directly integrated with your CRM software, allowing you the chance to take that information and utilize it for sales purposes. By using specific landing pages, you’ll know exactly how well your email marketing campaign is working.

Coordinate with Other Marketing Strategies

One of the biggest factors that make a marketing campaign successful is a completely coordinated and integrated strategy. Your email marketing efforts should in some way share similarities with other marketing or advertising efforts, such as paid social media ads, letter campaigns, pay-per-click advertising, and more. If there are commonalities among each of these tactics, you’re bound to see better results than if they were completely segmented. Keep this in mind when crafting your email marketing strategy.