There are several key points that we must take into account when developing our strategy:
Provide valuable content for our clients. To do this, we must know their tastes, interests, preferences, etc.
Arriving at the right time . A user's interest can fade over time, so we need to be alert to the moment when interest is at its peak. Lead scoring is very useful for this.
Know their behavior well , especially within your own website. One of the most common mistakes that occur is offering a customer a product that they have just purchased.
Always analyze all our actions .
The analysis
In marketing, an essential step that must be carried out after each action is analysis.
Ideally, we should have previously defined the most important KPIs that we should monitor to know if our campaign has been successful.
But what can these be when it comes to email marketing?
In the end, it will all depend on our objectives.
However, there are certain metrics that we should always keep in mind:
All those that are related to the progress of a lead through our sales funnel .
Email open rate.
Email engagement (or email CTR).
Email unsubscribe rate.
Email deliverability.
Conversion rate.
LTV (Lifetime Value).
And all those that are key to understanding the success of our actions and campaigns.
In the analysis we carry out, we must review the data obtained and check whether we have achieved our objective or not.
If we have not achieved this, the most important thing is to evaluate what has happened in order to locate the errors committed and correct them.
We must create a continuous improvement system in which we analyze the results to redefine future actions in search of achieving the objectives.
A CRM is a tool that offers us many possibilities for success in lead management strategies through email marketing.
Typically, companies that incorporate the Inbound Marketing methodology through a CRM tend to be B2B, selling expensive products with long sales processes, so they invest in a CRM (which often turns out to be a significant investment) with the aim of providing valuable content, trying to shorten the purchase cycle.
However, there are currently many types of CRM software on the market, with adjusted prices, adaptable to the needs of all companies, even B2C ones, and which would undoubtedly provide significant increases in sales thanks to lead management and email marketing.
How do you combine your email marketing strategy and your CRM in your company? Do you align it with your inbound marketing strategy? Let us know in the comments.
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