There are several key features to look for in a CRM and/or email marketing platform, but there are seven features, in particular, you want to scrutinize:
Analytics and testing
Marketing is an ever-changing game of learning and adjusting; a CRM-enabled email marketing platform provides a steady stream of up-to-date customer information, as well as the tools necessary to analyze data, test various campaigns, and change your approach as needed. You can use analytics, for example, to tell you how many recipients clicked on the link included in your last email campaign and determine how successful that campaign was. [Read related article: How CRM Analytics Work]
Lead nurturing is the process of developing and growing relationships with customers at each stage of the sales funnel, or buying journey. Many CRM-enabled email marketing platforms automate parts of this process, which can save you time and money.
If you’re looking for an all-in-one tool, verify that it integrates with other software and services, like Outlook, Salesforce, Zoho or other marketing platforms. Integrations allow you to broaden your capabilities and better serve your audience. For example, by integrating with Outlook, you’ll be able to send automated email campaigns to segmented contact lists, all in one system.
Marketing automation is the process of automatically completing tasks that would otherwise be completed manually. Automation frees up your employees’ time to devote their time to other, more important tasks. You can automate functions like drip campaigns, lead scoring and task alerts.
Sometimes you need to send a bulk email. Look for a service that offers this as an option so you can quickly and efficiently get content out to your entire audience at one time if you need to.
Recipient engagement tracking
Email marketing requires marketers to be willing to quickly (and radically) change their approach if their current strategy isn’t working. With CRM email marketing, you see which recipients opened your email, which clicked the links, who didn’t open it at all, and so on. This allows you to modify your approach until you find something that works. Look for a tool with conversion tracking, which helps you better understand your customers’ behavior.
Automated email responses
You want to create drip campaigns, which are emails that are automatically sent to appropriate customers, based on certain triggers, such as reminders for abandoned carts or an order update. One example of an automated email response is a customer who receives an email that their order has shipped.