Editor’s note: In the article, Denis shares his knowledge of the best CRM solutions with email marketing features and the advantages they bring. If you need a personalized recommendation for choosing CRM with email marketing, you may turn to our CRM consultants.
Levering CRM email marketing functionality can greatly improve lead acquisition, engagement and conversion. Below, I share an overview of CRMs with email marketing functionality and benefits they may bring if chosen with a view to your marketing needs.
What is email marketing in CRM?
Email marketing in CRM (customer relationship management) implies using the functionality of a CRM system to make prospect outreach successful with highly personalized and timely emails. The main goal is to stay ahead of the competitors on the market by making the most valuable product/service offer to potential customers. This is achieved by using a prospect’s data stored in CRM (age, gender, website history, purchase preferences, etc.) to create tailored emails, which are likely to resonate with prospects’ needs and areas of interest.
Benefits of email marketing in CRM
Despite the possibility of outreach via newer communication channels (e.g., social networks), marketers from small businesses to midsized and large enterprises keep relying on email campaigns. And it’s no wonder since for every $1 dollar spent, email marketing generates $38 in ROI. When compared with other channels, email marketing keeps bringing the highest ROI for 10 years in a row.
Using advanced CRM for email marketing can bring even better results.
- CRM makes the outreach highly appealing due to collecting prospects’ personal data, creating a holistic view of a prospect, and crafting emails based on it.
- Email marketing CRM allows building customized communication journeys for each prospect and, for example, manage the frequency of emails accordingly. It makes prospects think of your emails as timely and valued info and not impersonal spam messages.
- CRM has pre-designed email templates, which allow marketers to create visually appealing branded messages.
- Email marketing CRM provides for creating emails with a responsive design, which means they will be optimized for different devices (desktop, tablet, mobile phone) and email clients (Outlook, Gmail, etc.), which is critical for a consistent user experience.
4 Best CRMs for email marketing
Having analyzed the email marketing functionality of the popular CRMs, I’ve made my list of top 4 software for the goal:
1. Dynamics 365 Marketing
Dynamics 365 Marketing is a full-fledged CRM with rich email marketing functionality including:
- Customer segmentation for tailored email content.
- Customer communication journeys.
- Integration with sales and customer service software.
- Customizable email templates.
- A/B testing of email marketing campaigns.
- Dynamic email content
- Email marketing dashboards.
Price: starts from $1,500/month as a standalone app, or $750/month as an add-on to your suite of Dynamics 365 apps.
2. Salesforce Marketing Cloud
Salesforce Marketing Cloud provides extensive functionality for managing email marketing campaigns, including:
- Customer segmentation for tailored email content.
- Customer communication journeys.
- Integration with sales and customer service software.
- Customizable email templates.
- Dynamic email content.
- Responsive email design.
- A/B testing of email marketing campaigns.
- Drag-and-drop editor to create emails from content blocks.
- Email analytics.
Price: starts from $400/month.
3. Marketing Creatio
Marketing Creatio (former bpm’online) provides the following functionality for email marketing:
- Bulk emails.
- Customer segmentation for tailored email content.
- Ready-to-use content blocks for emails.
- Ready-to-use email templates.
- Email split testing.
- Bulk email analytics (reports and dashboards).
Price: around $790/month for 10-user subscription.
4. Pabbly Email Marketing
Pabbly Email Marketing is an email marketing tool that offers unlimited access to the following features:
- Marketing automation.
- SMTP routing.
- Drag&drop email builder.
- Contact list management.
- List Splitting for sending specific emails only to selected users on the list.
- Autoresponders for abandoned carts, welcome emails, birthday wishes, etc.
Price: starts from $24/month to send emails to 5,000 subscribers.
Time to enhance your email marketing!
Now that you know the capabilities of email marketing CRMs and benefits they may bring, you need to figure out which software is right for your business. If it’s difficult for you to spot the right fit among the CRM options mentioned in the article, reach out to our team.
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