5 ways to improve your marketing campaigns with a CRM system
Navigating data-driven marketing
Did you know that more than 90% of all data available today was created in the last 3 years?
A mind-boggling 1.7MB of data was created every second by every person during 2020, which translates into 2.5 QUINTILLION bytes of data being produced by humans every single day, which consists of 306.4 BILLION emails sent and 5 MILLION Tweets posted – daily.
Surrounded by this noise, today’s customer is very technologically active, socially present, and rather discerning. They are spoilt for choice by a variety of products, messages, and offers.
To make them buy from you, you need to offer them a very unique, personal experience. In other words – offer something that cuts through the noise.
You can’t win a customer with a generic message or content. You also can’t assume that a customer won’t lose interest in you if you send them irrelevant or basic information. They will!
90% of consumers admitted that messages that are not personally relevant to them were “annoying”.
While 53% said that advertising of irrelevant products is number one among their messaging annoyances.
And if you have so many choices, you’re certain to hit that “Delete” button on something that annoys you. That’s why it’s important to stand out by sending relevant marketing messages to the right people.
And, like many other things in life today, staying relevant in your marketing endeavors heavily relies on technology. A CRM system in particular.
Why do marketers need a CRM system?
The most valuable resource for a marketer is customer data. As a marketing professional, you need to know it all: what customers do, what they like, what they’re interested in, what their needs are, where they shop and how etc. To collect, store and ultimately utilize all that data you need a technological solution.
Customer Relationship Management (CRM) system is a centralized place for collecting, storing, and making sense of data on a variety of audiences – all with an aim to build stronger relationships with customers.
CRM is a repository of valuable insights about a customer’s behavior, interests, preferences, and requests – the key ingredients for shaping out a target audience.
And this wealth of information is not scattered in different places but is stored in one database available to everybody in an organization: from admin personnel and customer support to sales reps, marketing people, and top management.
Moreover, being a repository of various customer data, CRM is a tool to organize and later analyze the insights you gather about your potential and existing customers from your marketing campaigns, such as clicks, views, website visits, purchases, NPS scores, etc.
5 ways CRM can help you create better marketing campaigns
Unlike standalone, momentary ads, marketing campaigns are strategized, sequential efforts to promote a specific action or attain a specific goal. For example: raise awareness, launch a new product, or encourage a particular customer activity.
That’s why they have to be extra focused, extra targeted, and extra structured. Across channels, via a variety of content forms, marketing campaigns aim to achieve a particular result that can be measured.
A CRM system is a tool that aggregates, segments, and analyzes data, helping marketing specialists realize what efforts work and what don’t.
Let’s take a look at how a CRM system can help you in creating, rolling out, as well as interpreting the results of a marketing campaign.
1. Target the right people with CRM
Marketing activity is only successful if it reaches the right audience that can benefit from the message or offer. That’s why it’s important to have highly targeted lists of recipients. This may be a daunting task given the sheer volume of contacts.
A CRM system can help you sift through the contacts and target potentially profitable customers.
Filtering through such criteria as buying behavior, personal preferences, website activity, and other demographic nuances, CRM allows marketing professionals to come up with targeted lists of contacts: be it leads or existing customers.
This, in turn, allows executing more unique, specific marketing campaigns.
2. Segment customer data with CRM
In order to target the right audience, you need to be able to segment contacts into narrower categories, based on their wants, needs, and other characteristics.
The ultimate goal of segmentation is to predict behavior and anticipate needs. By dividing a homogenous customer market into defined segments, you’re able to better predict the dynamics of such segments.
A CRM system allows to group customers and leads taking into account a plethora of characteristics: from age, gender, job title, and industry, all the way to frequent activities, personal likes or dislikes, purchased products, customer service requests, emails read and replied, links clicked, and web behavior – to mention but a few.
Segmentation helps marketers to then personalize their messages in order to show genuine interest in an individual. It also helps create more specific content, which often leads to growth in revenue and improves email marketing results.
In fact, marketers who used segmentation for their campaigns saw a 760% increase in email revenue! Meanwhile, segmented email campaigns see 14,31% higher open rates as compared to non-segmented email campaigns.
3. Personalize your messages with CRM
Nothing beats a personal message! From hand-written letters to individual retail offers – personalization is the King of the modern business world.
Why? Because personalized content does the trick – it makes generic messages individual. It also incites interest and simply appeals to the customers because they are treated as individuals.
In other words, you can do a great job and send a highly targeted campaign to a very specific segment of the market, but without personalization – your messages may still sound impersonal and thus be ignored.
The power of personalization is indeed great with 61% of people now expecting brands to deliver personalized experiences. And marketers know that! That is why message personalization is the number one tactic used by email marketers to improve performance.
Containing a lot of personal information on customers, CRM helps you create personalized content in many ways. First, you can address the customer by name, mention the company they work for or simply get the gender right.
Moreover, you can offer a relevant product based on their previous purchases, or mention their personal preferences or interests to create a more unique offer, or highlight a benefit that matters to them individually based on the type of business they’re in, previous conversations, or their social media or website activity.
4. Use email marketing templates with CRM
A very practical advantage of a CRM system is that it cuts down on labor and makes it easier to send out email blasts and automate email marketing.
It allows marketers to quickly create email marketing campaigns by using customizable templates stored in the solution.
You can quickly adjust the content and design, add personalized elements, like names and links, or incorporate a video. No need to have the coding knowledge to make your emails stand out.
CRM also makes it easy to send targeted, automated messages to certain groups of potential or existing customers depending on their stage in the customer journey, as well as schedule follow-up emails based on their behavior.
This way you’re able to either upsell or convert leads more efficiently.
5. Analyze your campaigns with CRM
Finally, a CRM system can help marketing specialists find out which efforts were successful and generated more revenue, and which failed and should be abandoned.
Connected to your key communication channels, as well as giving your reports on open emails, clicked links, watched videos, etc., CRM gives you an in-depth insight into your marketing campaign performance.
Having analyzed the results of your campaigns, you can adjust them and later recycle those that performed best for new audiences, all the while cutting down on the marketing costs and increasing conversion rates.
A few tips to achieve marketing success
In order for a marketing campaign to be successful, you need to achieve a few goals:
- Make your customers feel that you know them better than anybody else and care to offer only relevant products or services;
- Provide a unique, individual, personalized experience;
- Be there on time to support customers in their journey to your brand;
- Engage them with your products or services in such a way that they’d want to come back for more.
All of these goals can be achieved easier with the help of a CRM solution that not only supplies you with a wealth of customer data and centralizes your activities, but also simplifies and automates the essential marketing tasks and helps you build long-lasting relationships with your customer base.
That’s why it’s important to find a CRM solution that is effective in collecting, segmenting, tracking, and analyzing the data to help your marketing team create truly unique, highly targeted, and successful campaigns.