If you’re not putting email at the center of your marketing efforts, then you’re missing a trick.
In fact, even if you are embracing it as a promotional channel, if you aren’t integrating all of your business applications within your email marketing tool, you’re losing out on a huge opportunity to grow revenue for your business.
You only need to open your inbox to see that email marketing works. All those newsletters and special offers are stuffing your account because marketers understand the power of the medium. You’ll find countless statistics that back this up.
- Consumers marketed to through email spend 138 percent more than people who aren’t sent email offers.
- The average return is $44.25 for every $1 spent on email marketing.
- And email is nearly 40 times better at garnering new customers than Facebook and Twitter.
But if you’re going to do email marketing, you need to do it right. An important part of email marketing is about understanding exactly who your customers and prospects are in order to get the right message across at the right time.
One of the smartest ways to do this is by harvesting the stockpile of customer data that’s strewn across all your business applications, and plugging it all into your email marketing tool. This will give you the extra intelligence needed to make sure that you’re hitting the right customers with the right message.
Most of the top email marketing apps listed in GetApp’s independent ranking system, GetRank, support integrations with popular business software across a range of categories, from customer service and CRM, to HR and social media marketing.
Here are some examples of email marketing integrations and how they can make your marketing app even smarter:
One of the most powerful types of email marketing integration is with CRM software, where you can harness the data you collect on clients and prospects, and use this to deliver targeted campaigns to them.
Most integrations allow you to sync contact data between the two applications, so that you can ensure that each contact or lead you update in your CRM is changed in the email marketing software too.
Most of the top CRMs for small businesses such as Insightly, Zoho CRM, and Pipedrive support integration with email marketing programs.
By plugging your email marketing application into your customer service software, your support agents can see details of exactly which email campaigns have been served to the customer and what actions were taken.
This helps customers get a more personalized experience when they are speaking with an agent.
For example, MailChimp allows you to integrate with Zendesk so that your team can see previous emails alongside a ticket in Zendesk.
Likewise, it’s possible to integrate email marketing tools with your live chat software.
LiveChat, for example, integrates with MailChimp, Campaign Monitor, and others to allow customers to sign up for newsletters whenever they sign into live chat.
Your email marketing solution can be rigged up to integrate with popular Web analytics tools so that you can better track your campaigns.
MailChimp, for instance, includes support for Google Analytics, automatically adding tracking codes to your email campaign URLs so that you can see precisely the impact your campaigns are having in terms of things like traffic and conversions.
Klipfolio is another business intelligence app that integrates with a range of email marketing tools, allowing you to use them as a data source.
This means that you can combine email marketing metrics with data from other areas of your business and create unique queries to discover patterns through your dashboards.
No matter how you dress it up, mailouts are ultimately about bringing in revenue in the long term. If you’re using an email marketing application and have an online store, you’d better make sure that they’re linked up.
Apps like ActiveCampaign, MailChimp, and Campaign Monitor include integrations with a bunch of eCommerce platforms such as Shopify, Magento, and WooCommerce, either directly through the app or by using their APIs.
By connecting these applications, you can do things like add customers as email contacts after they make a purchase, get marketing recommendations based on activity in your store, or pull items from your store directly into your email newsletters.
Social media and email marketing are both valuable ways to connect with your customer, but they shouldn’t be regarded as completely separate entities. After all, it’s likely that you’re talking to the same people through both mediums.
Generally, you’ll find that your email marketing software can be very easily connected to Twitter, Facebook, and even Instagram, so you can sync your campaigns.
MailChimp’s HootSuite integration is a good example of how to sync up your marketing channels. By using the ‘MailChimp campaigns’ stream, you can see reports and share links across social media, then assess how your followers have interacted with your campaign.
The ‘Lists’ stream lets you see the health of your campaigns by tracking open rates and unsubscribes, and when you put the streams together, you’ll be able to conjure up creative social campaigns based around what’s working in your email efforts.
It’s worth exploring all of the supported integrations when choosing an email marketing tool, to make sure the other apps you’re using in your business are complimentary. That way, you can be sure that things are synced and that data you’re collecting on a daily basis goes towards delighting your customers and increasing your lead conversion.
Email photo via Shutterstock
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Agnieszka / LiveChat
Hello, thanks for mentioning our tool – LiveChat! When it comes to LiveChat – e-mail marketing integration I would also mention another option. You can put direct link in your marketing campaign so your customers will be able to access your chat directly from email. So for example you can send a sales offer to your customers and said “Do you have any questions? Start a chat with us here: /link/. From my point of view it can make contact with you much easier 😉
Agnieszka / LiveChat
Excellent article, Christophe. Plugging all the data into your email marketing tool will certainly help you hit the right customer with the right message. Thanks, Niraj (Founder at grexit.com)
I hired an ad firm (The Ad Leaf) to handle email marketing. This is too complicated an endeavor for me, the novice, one-man entrepreneur. I have gotten emails to buy software and conduct campaigns, but after hearing a webinar from one of them, email marketing is highly specialized and need to be conducted by competent agents.
I did not see the cautions that I find in MailChimp’s manual that you need to secure the third-party’s permission before bulk (repetitive) mailing them.