Amazon, one of the biggest sellers in the world, certainly doesn’t think so! I get an email from them just about every day, and honestly, I open a lot of them even if it doesn’t ultimately end up in a sale. Why? What is Amazon doing so right in a world convinced that you can’t make a sale via email anymore? These are targeted emails.
They don’t just send everyone an email about a designer table lamp that costs $300. They just target everyone who looked at the lamp recently, or a similar lamp, and perhaps they even put it on a wishlist. Then they include similar options that you might be interested in and maybe you simply missed last time you shopped with them.
This is the kind of benefit that you get from a good customer relationship management (CRM) system. It allows you to produce better quality email marketing campaigns whether you are selling products or services.
The fact is, that like most people, you probably get tons of junk email every day that you trash without even opening. But do you do open some of them? What do those emails have in common that attracts you? I bet it boils down to two things: (1) Targeted content, relevant to your needs and buying patterns. (2) Interesting, educational and engaging content that benefits you in some way.
So what we can learn from this? The key is to execute your email marketing campaigns in the right way, not just to hit send, cross your fingers and hope for the best. Zoho Campaigns is the only software you need in order to hit the mark every time. What are some of the steps that are vital to a successful email campaign, and how does Zoho Campaigns help you every step of the way? Research shows there are two key components to a successful email marketing campaign.
First you have to start with the proper management of your client data. Who expressed interest in a certain product or service recently? Who shared the product or service with their network across a social media platform? Zoho CRM helps you to keep track of this data. Then it is integrated with Zoho Campaigns to help you truly benefit from your data management strategy.
Zoho Campaigns gets that, in order to stand out, you need a professional looking email. HTML emails improve the success of your campaign by as much as 40%. No one bothers to read a boring text based reminder that they expressed interest in something last week. You need to engage them with images, videos and educational content, and then provide them with similar items that maybe they didn’t discover the first time around. In short, target the content to their needs and interests.
You often hang up on telemarketers, right? Why? You don’t want what they are selling. But if you signed up for something and then got a related call, wouldn’t you be more likely to respond? Of course you would. So here you have your two variables. You need to target the right consumers, and do so with an attractive email complete with relevant and engaging content.
Zoho Campaigns lets you combine all of the data from your CRM account to compile attractive, targeted emails for the clients and prospects in your database. Clearly, such an email is far more likely to convert into a sale.
Zoho CRM and Zoho Campaigns are the one-two punch that you need to have a successful email marketing campaign. So is email marketing dead? No, it just takes a better class of marketing, and an effective CRM is the key to getting it right every time.
