Email marketing remains one of the most reliable ways to engage your market and eventually turn recipients into customers.
Using an email marketing platform will greatly improve your results, as well. However, more and more organizations are adding Salesforce to their email marketing assets to win far more conversions than with just a single platform.
Using Salesforce to Improve Your Email Marketing Platform’s Results
Email marketing platforms, such as GetResponse, will still be in charge of automating the next email message in a chain, but you can use Salesforce to send much more customized emails based on where they are in the sales funnel, information you have about them and actions they’ve taken such as purchase history.
The combination of these platforms will also give your marketing and sales team a far more comprehensive view of how your leads behave. This, too, will make it easier to improve everything from your actual emails to the offers you use to nurture these leads.
2 Ways to Use Field Change Triggers During Your Email Campaigns
Fortunately, this is actually very easy to do when you use Salesforce. Any time a change is made to a value field on the lead or contact form, you can use automation to begin an email nurturing process that targets recipients based on these changes.
Here are two examples to show you how easy this can be.
1. Bringing Cold Leads Back to Life
Often, a lead will give you every indication that they are on their way to converting and then – all of a sudden – fall off the face of the earth.
Reviving these cold leads is difficult when all you have is your traditional email marketing platform, but when you combine it with Salesforce, you can easily reroute these recipients right back to a “Nurture” status. Then, use the Field Changed trigger to begin nurturing them anew.
Just be sure you give these leads some breathing room before sending them the first email in this new sequence. For example, if they went cold on you right after a trial service offer, give them five days before sending out the email.
Also, that new message should be educational in nature. Even after waiting five days, it is too soon to try again for the conversion if a lead has been unresponsive.
What happens if the lead still is not opening the email?
Do not cut your losses quite yet. Give them about 10 days and then send an email that will reconfirm your mindshare and position as a thought leader. Again, it should be educational, so something about industry trends would be the perfect choice.
You may still not get the conversion, but by reestablishing yourself with the recipient, you will be top-of-mind when they do decide to purchase.
Now, for those leads who do click, send them a nurturing email for a webinar or some other offer that requires a substantial investment of their time. A deeper commitment will bring them closer to converting.
2. Load an Upsell Campaign for Qualified Customers
Upsells are vital to increasing profitability over time. With Salesforce, you can establish a threshold for when a subscriber becomes a “Power User.” When that happens, an email goes out to your marketing team to let them know about this opportunity.
An upsell email is then sent to this recipient with all the relevant details about this new offer. An account manager is also notified to follow up with this user in the near future over the phone if they do not place an upgraded order.
Getting the Most Out of Your Email Campaigns Is Easy with Salesforce
These are just two examples of how you can use Salesforce as a force multiplier to improve your email marketing campaign. While a high-quality email automation platform is still as important as ever, Salesforce can increase your ROI further by helping you better target your recipients with less work.