CRM Software

Combining customer relationship management (CRM) software related data to your email marketing program can help boost relevance and conversion, says Ross Kramer, CEO of email marketing firm Listrak.

“Anyone who is serious about moving the needle within their lead nurturing program should be tying events happening in CRM to their [email service provider],” Kramer said. “Everything, even something as simple as a lead going from open to contacted, should trigger a message or series of messages designed to increase awareness and meet the lead's personal needs.”

The tools needed for this process are basic. Most CRM programs already boost APIs (application programming interfaces) that, when used in conjunction with an ESP's software, can make this process automatic.

There are four main CRM related events that should always require an email message.

When a prospective customer is initially contacted by your company, and then wants more information, they should automatically be sent the information desired, as well as any related product information. In a circumstance where someone shows immediate interest in your product or service, they are craving all the information that is possible.

 Although product sheets, case studies and links to podcasts, and videos are phenomenal, customers sometimes need more. “You can send out an email from the director of training that says, "-This is what you can expect from us when you become a customer.' The next message might be from your director of product strategy or development, detailing your company's roadmap,” Kramer said.

When a potential customer makes an appointment, a template message should be sent so a member within the sales force can do two things: increase brand awareness while decreasing the chance of canceled appointments, Kramer said. “The email should set the stage for the meeting, Kramer added. It should say: Dear Name, with personalized tag (News - Alert) [the name of the salesperson]—is looking forward to speaking with you on Thursday at 4 p.m. Then you'll want to word it in a way that gives the recipient an opportunity to ask questions between then and the appointment.”

If there is change from lead to sale for any customer—life cycle messages are crucial. These messages can actually increase what a customer will purchase, as well as show your appreciation for a customer which can build trust. “You should send at least one email before a contract is up, whenever a product update is released and when anything related to the original product is released,” Kramer stated. “Life cycle messages are really killer,” Kramer added.

If any type support is desired from a customer—Listrak for example, uses a trigger that automatically sends out a survey to people once their trouble ticket has closed, Kramer said.

The company uses this practice in order to better understand if the company has high satisfaction ratings, and if a customer will refer the service to a friend or colleague. “One of the key metrics for our support department is getting more surveys filled out and collecting more data to understand how the changes we're making to our customer service are affecting our Net Promoter score,” Kramer explained. Usually companies send out either a survey or follow-up email to make sure that the customer was satisfied with their experience.