Email marketing strategy – session #3

Hello & welcome to the series SuiteCRM training. Last two sessions of the series were based on 3 important modules of CRM i.e. leads, contacts, accounts and opportunities. In this session we will discuss about email marketing strategy. If you have missed our previous sessions then you can check and read all sessions here – SuiteCRM training sessions

what is email marketing strategy

Email marketing strategy is a process where companies contact to prospects and let them know about product/services or offers. Email is the heart of CRM. See how SugarCRM use email

Email marketing is technique which helps to connect and promote your brand and services with your email list. This process is all about to increase sales of your business. Email marketing strategy used for various activities like sell your products or services, share some important and interesting news, improve your cart abandonment rate by connect with customer and resolve their issues and many more.

Understand need of audience

Because this all is about to audience so it is important for you to understand the need of audience. They will surely open your email and follow your instructions if you send them something which is their requirement. Ultimately goal is email would be relevant. You can categorised your audience and send relevant email to particular category.

Design beautiful email for email marketing

This is the stage where experience and skills shows. Be extra careful while crafting email. Always remember first impression is last. So don’t take chance. Give 100% in first. Apart from content of email you need to sure about few other things also like email would be responsive and includes easily loadable media. Because mobile screens are smaller, so long subject lines can have display issue in mobile devices. So make it in size which easily visible.

Establish goal

Do a research on email stats in your industry. Here are 4 email marketing campaign goals are defined.

1. Increase subscriber/audience list. subscribers are valuable asset for your business.
2. Improve open rates. It means your audience would open the email sent through email marketing.
3. In your email there would be some links which leads to your website or landing page. Here click-throughs would improve
4. Motivate and retain your customers and turn them into brand advocates.

which campaign type is best

This is based on your business type and audience that which campaign is better. You have some options in campaign

• Weekly newsletter
• Product or service announcement
• promote blog post.

categorised audience helps here also. You can save audience in category based on their interest and send different type of campaign to category who have interest.

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Email campaign in suitecrm

Campaign is a module in suitecrm which used for marketing purposes. It has in built tracking tool so that you can better understand the open rate, click through rate of your emails. SuiteCRM Campaign module provides you monitoring real time response, view the Return On Investment (ROI) and many useful metrics. 

Suitecrm comes with 4 types of campaigns

• Newsletter, 
• Email, 
• Survey 
• Non-email based Campaign.

Non-email based campaigns which runs outside the CRM e.g. a telesales or radio based campaign.

How to create a successful email campaign in suitecrm

SuiteCRM has inbuilt campaign and prospects modules. In prospects you can create your mailing list which records are not in your CRM. Then assign list to campaign. You have choice to assign leads, contacts, accounts also in campaign.

Campaign header

In campaign header step you need to provide common information and detail of campaign e.g. name ,status (Planning, Active, Inactive, Complete), description. Campaign will be assigned to the currently logged on user by default

Campaign budget

Information in this step are used in ROI calculations.

Target list

This is list where we are going to run email campaign. We create many target list and assign one from them.

Templates

This is actual email which will send to receivers. We can design a email template with some variables like receiver name etc. For example we set ‘Hello {name}’ in template then email will personalized for each receiver. and it will like Hello Joe, Hello John etc.

Trackers

SuiteCRM comes with tracking campaign email feature. Tracker URLs can be used to insert a link to your preferred link to a new product or services that you have launched. A unique id is added to the link for each receiver which allows to track click-thru. The tracking detail can be viewed on the status page.

Marketing section

This tool can be used for email settings of campaign and schedule the email sending.

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