CRM and email marketing integration for powerful results

Integrating your customer relationship management (CRM) and email marketing efforts can produce incremental results for any cannabis and side business today. Why? Because integration directly leads to better results, and the data proves it!

For example, research shows that email marketing messages sent through a CRM database are 40 times more effective at attracting customers and closing sales than Facebook or Twitter.

A CRM tool allows you to collect customer (and prospect) data in one place so you can better understand them, including who they are and their history of relationship and communication with your brand and company. With an email marketing tool, you can use this information to better target those prospects and customers with more targeted, personalized communications that really matter to them and motivate them to take action (e.g., buy, attend a webinar participate, download an e-book, etc.). .

Customer relationship management and email marketing are a powerful combination. Email marketing provides leads and customers with a way to interact with your business or brand that your CRM tool can capture and track. You can then use this data to send better messages to the right people in the future, close more deals, retain more customers, and increase your overall ROI.

CRM and email marketing should work together, not separately. Each will work alone, but together they are so much more powerful.

RELATED READING: How B2B sales and marketing teams use email and CRM to get leads, close deals and reduce churn

6 Ways CRM and Email Marketing Integration Improves Business Results

Let’s take a look at some of the key benefits your cannabis or cannabis-related business can achieve by integrating your CRM and email marketing.

1. Deeper historical perspective

A CRM tool typically tracks data related to the activities and sales revenue of your leads and customers, giving you a clear view of your entire sales pipeline. Your email marketing tool usually allows you to track behaviors such as: B. where contacts are in the marketing funnel, what emails your contacts open, what links they click, and if you have integrated your email marketing tool with your web analytics tool, you will be able to even see what they do after they land on your site.

However, when you integrate your CRM and email marketing, you have a complete historical perspective that includes who each contact is and their interests (based on past actions and behaviors). With a little analysis, you can use this data to send targeted, personalized messages to them, and you can set up automated messages to keep them engaged on an ongoing basis.

2. Clearer insights into your contacts

How do you know if you’re sending your contacts the right information to engage them with your brand and motivate them to buy from you? The reality is that if you don’t have the right data about your contacts to evaluate first, you won’t know anything. By integrating your CRM and email marketing, you can collect and analyze this data effectively.

Use the data you collect about your sales team and email marketing to evaluate behaviors, interests, and preferences so you can develop highly targeted communications that not only get better responses, but your email deliverability as well to enhance.

Ultimately, internal collaboration improves and teamwork becomes more effective, leading to better results.

3. Actionable Data

Collecting data isn’t helpful to your business if you can’t use that data. When you integrate your CRM and email marketing, you have actionable data at your fingertips so you can quickly identify opportunities and act on them in real time.

Just as integration helps you seize opportunities, it also helps you mitigate risks. Seamless data integration allows you to identify problems and quickly fix them before they negatively impact your marketing campaigns, sales efforts, customer relationships, and bottom line.

Access to actionable data means you can automate many tasks and streamline processes. This improves productivity and ROI.

4. Improved marketing, sales and customer support performance

When all your lead and customer data is in one place, rather than in separate marketing, sales, and customer support silos, communication and collaboration improves. CRM and email marketing integration is a critical step in integrating your marketing, sales, and customer support teams, and when these three teams work cohesively towards common goals, your business will achieve better results.

The CRM and email marketing integration gives everyone the information they need to do their job. Access to the communication history, transactions and insights from marketing, sales and customer support of all leads and customers streamlines processes and enables all team members to deliver the best customer experiences. As a result, less time is wasted on unqualified leads, fewer sales are lost, customer retention increases, and business wins.

RELATED READING:

5. Better results and ROI

Once you’ve integrated your CRM and email marketing, you’ll be able to send more targeted, relevant messages to contacts because you’ll have a clear understanding of who they are, what problems they have that your business can solve, and what they’re doing for Action motivates. This will lead to better sales and marketing results and your ROI will improve.

For example, using your advanced contact insights and actionable data, you can develop timed email marketing messages with specific offers or automatic notifications for members of the sales team to target contacts based on trigger actions such as clicking a specific link in an email message or a visit to track a specific page on your site a specific number of times.

6. Improved data management and accuracy

When your CRM and email marketing are integrated, you can access all the information you need for sales and email marketing in one place instead of having contact data, sales data, marketing data, transaction data, and communication information in multiple places have to. This saves every employee considerable time and reduces the risk of errors and duplication of work.

Additionally, with the CRM and email marketing integration, it’s easy for your team members to update data and make that new data available to everyone in real-time. There is no lag between systems as everything is connected, and no duplicate work is required to enter the same data into multiple systems. Again, this saves time and reduces errors that can be very costly.

Key takeaways on integrating CRM and email marketing in the cannabis industry

The cannabis industry is becoming more competitive by the day, and to thrive, brands need to be remembered by their customers and prospects. Email marketing is a great way to do this, and research shows that email marketing is extremely effective. However, integrating email marketing with CRM will make you even more successful.

As your business grows, managing customer relationships, email marketing, sales, and customer support become increasingly complex. CRM and email marketing integration, as well as integration of sales and marketing teams, are critical from the start.

For companies working in and with the cannabis industry, the Cannabiz Media License Database has been built with fully integrated CRM and email marketing tools. Signing up gives you access to verified leads from cannabis and hemp license holders in the US, Canada, and international markets, as well as the marketing, sales, communication, and relationship-building tools you need to be successful. To see how this can improve your results, Arrange a demo today.

Originally published on 08/20/19. Updated 5/6/22.