Every single person on the planet uses email.
Well, at least, the ones with access to the internet.
That accounts for up to 92% of online adults. And that study is now a few years old!
Email marketing is still, to this day, the highest revenue-generating marketing channel.
Despite the ever-increasing host of digital marketing tools, a well-written sales email remains an enduringly effective avenue to success. Email marketing tips continue to abound for this very reason.
An old VentureBeat study showed that $1 spent on email marketing can generate a spike of $38 in ROI.
Believe it or not, people want to receive promotional emails, too.
One study pegged that number at 86% of consumers who want them.
Unfortunately, that’s not the experience many companies get.
Instead, your emails get ignored or completely missed. They were too generic, too irrelevant, or too late to matter anymore.
Fortunately, fixing this problem is easy.
You just need some inspiration from how others are already using email to successfully drive new revenue.
One way to discover that inspiration is to follow the leaders; seeing how the world’s top email marketing influencers or marketing thought leaders harness the power of email can lead to some fascinating discoveries.
But what if you’ve already done that?
Well, then it’s time to strap on your digital seat-belt, buckle up, and get ready for ContactMonkey’s hyperspeed Salesforce email marketing crash course.
Here are five awesome examples that your competition can teach you about using Salesforce email marketing to drive new sales.
1. They Track Their Data
Adore Me is an online lingerie retailer.
Now I’ve got your attention.
Analyzing their recent email blasts revealed that 80% of their conversions were from week-old customers. You know, that whole 80/20 thing.
That revelation led them to try something new.
They decided to segment out these customers for a special promotion to their VIP program.
The campaign was an A/B test using the Marketing Cloud from Salesforce that ended up pulling in a 23% increase in conversions. There’s that 80/20 again.
The trouble with Salesforce campaigns, though, is the manual labor.
You have to set-up Salesforce email tracking, measurement, and analysis manually in their toolset.
Here’s a better approach.
You can track campaigns inside ContactMonkey with a simple point-and-click.
If you’re using something other than Salesforce to send an email out, you can always BCC the email to Salesforce to keep your database up-to-date.
Then over on the right-hand side of your screen, you can click on the graph icon to instantly pull up related stats.
For example, you’ll be able to see exactly which group received which subject line. You’ll also get opens and clicks as they happen.
Plus some extra insight into the individual cities and device preferences, too.
These are campaign-specific stats available at a glance.
But you can also a back up a little bit and compare that to your aggregate stats for the past week. That way, you can benchmark individual campaigns against your total performance.
You can also go to “My Team Stats” to then compare this data over several different accounts within a few clicks.
All of these email tracking options are perfect if you’re looking for results after they happen.
But what about as it’s happening?
What about the hot lead or the one you’ve been waiting for?
An old Harvard Business Review study showed that your “chances of qualifying a prospect drops 400% if you don’t follow up with five minutes.”
Whether you’re just starting your sales career or if you’re a seasoned gladiator of the emaijl marketing arena, it’s likely you’ve been acquainted with this truth over and over again.
While we love fairy tales as much as the next monkey-themed email tracking application service, “slow and steady wins the race” isn’t actually a successful email sales style.
Someone might be in the mood after clicking your email and browsing a few pages on your site. However, follow up too late with your sales prospects and you risk losing that intent or motivation.
Head over into settings, and you can enable notifications to pop up each time an email was ready or clicked.
Obviously, this might not fly on larger campaigns.
However, when you’re selling to a small, select group of your best 20% prospects, it will help you follow up when the timing is just right.
2. They Focus on Quality Leads
These time-sensitive campaigns are sent immediately after something happens.
For example, after someone completes a trip with Flightfox, this arrives in their inbox:
The goal is to already start priming the customer to plan another upcoming trip real soon.
Tailored emails like these are designed to increase repurchases and drive up that lifetime value of each client.
The above email converted repeat customers at a rate of roughly 3%. Not bad for about ten minutes worth of work.
The simplest solution to driving more sales is through getting your existing customers to buy more. One study showed that 30% of shoppers will buy things weekly.
Find that 30%! Find it and convert on it! Integrating these kind of email marketing best practices into your daily operations is likely to boost your results.
You hear about stories like this all of the time.
And yet, how often is it really practised?
For example, “51% of marketers say enriching contact data quality is their most significant barrier to achieving email marketing success.”
In other words, companies don’t know who their most lucrative customers are.
Once again, ContactMonkey can help.
You can start by analyzing data on repeat email openers. These are your most engaged subscribers. The ones who’re expressing interest in what you’ve got to offer.
Head over to the Settings gear icon:
Then scroll down to the “Hot Messages” section, like so:
Here, you can set up filters for when a subscriber becomes “hot” based on their actual behavior.
Remember, email tracking lets you see that behavior: where, when, and how many times someone is opening your messages.
Likewise, link tracking lets you see the same behaviour, but for link clicks.
Let’s take an example. Let’s say you see someone opening the same email more than a handful of times. It’s likely they’re thinking seriously hard about something.
Or they’ve just lost their mind.
Either way, you should help them. That’s one of the reasons why you should use an email tracker. You can diagnose these situations – and capitalize on them instantly.
You can head back to your “Emails” section and now instantly see who your most engaged customers are:
This comes in handy many different ways.
Following up with hot, new leads is one obvious use case.
However, you can also use it to pinpoint exactly who your most loyal customers are.
You know what they can help you with, if not by purchasing more right now?
Provide a positive review so that you can use it to sell new customers.
According to BrightLocal, 32% of people need four to six positive reviews to feel that they can trust a business.
You can use this “Hot Messages” feature to help you spot the people most likely to leave reviews that will win over the new prospects hitting your site everyday.
3. They Use Personalization
The RealReal is a luxury consignment company.
They wanted to give personalized product recommendations to do exactly what we just discussed: Get repeat customers to buy more.
Salesforce has a Predictive Intelligence that can help you connect website interactions with email content.
So you can see who’s looking at what, and even if they’ve purchased it or not.
The emails you turn around and send out will pull in this targeted customer data to drive open rates that are four times higher.
The RealReal’s marketing director, Justin Parker, told Salesforce:
“With Salesforce, marketing becomes less about us and more about the needs and preferences of our customers.”
Personalization is obviously one of the biggest marketing trends. Finely personalized emails always stand a better chance than shotgun-blast, hit-and-hope types.
But the trick isn’t just to drop in a $FIRSTNAME field. You want the entire message to be tailored to each individual.
After all, personalized emails perform up to 6 times better than unpersonalized messages. That’s kind of why we invented our mail merge feature, letting you mail merge in Gmail or use Word Mail Merge from Outlook.
Mail Merge applications with CSV support let you import a file to create custom lists and send Mail Merges within minutes.
That way, customers can be grouped into nice, little, organized cohorts. And you messaging will be perfectly suited to each.
While some limitations for this step exist – especially in Gmail – there are ways to sidestep the gmail email limit to maximize and optimize your gains even further.
4. They Optimize Their Open Rate
What we’re talking about is email segmentation.
You don’t want to just sent the same spray-and-pray email blast to all contacts, regardless of their personal interaction with your company. If that’s your only approach to selling, it’s likely that no amount of sales applications will help you 10x your results.
Segmented emails pull in over a 13% higher open rate because everything about your correspondence is now relevant to their life.
Studies of email open rates – like the research summed up in this email writing infographic – backs this up.
It’s focused on their specific problems and pain points. The same ones keeping them up at night or preventing them from hitting their daily goals.
For example, Sleeknote will notice how if you have (or haven’t) taken a step towards becoming a customer, and will reach out ASAP to see if you need anything:
So what looks crazy to one person, might look completely appropriate to another:
You can segment lists into larger groups of contacts and use CSV files like in the last step.
But if you want to get more granular, targeting individuals as they interact, you can combine desktop notifications with an application like Gmail Delay Send.
Now you can pre-plan specific message to go out based on what they were just doing on your site.
Then you can follow up with your stats to see which Salesforce email templates perform best, which cities you should sent to, and more.
For more info on our Delay Send feature, check out our in-depth post on how to delay sending an email in Gmail.
5. They Follow Up — Repeatedly!
Entrepreneur Neal Taparia increased his email reach by 54.7% with one simple tweak.
Noah Kagan used Taparia’s idea to his business and saw an immediate 30% open rate increase.
What were they doing that resulted in this instant boost?
The answer is so simple you’re going to be sad you didn’t think of it first.
All they were doing was watching who opened an email vs. those who didn’t.
Then they would copy that campaign, switch up the subject line, and re-send it to the group who didn’t open the previous one.
For example, you can use ContactMonkey to see who hasn’t opened your email in the last few days.
You already know what to do with the people who’ve opened multiple times or browsed around on your site afterward.
But that doesn’t mean you have to give up entirely on the people who aren’t getting you email open confirmations.
Chances are, they’re busy. They were traveling, got caught in back-to-back meetings, had a personal situation come up, or were just busy working for a change.
No problem! Happens all the time.
All it takes is about two minutes to hit the copy button. Come up with an even better, targeted subject line like, “Is it something I said? :(“ and watch your open rate jump up-and-to-the-right.
Salesforce email marketing is one of the most powerful tools in your arsenal.
But are you getting the most mileage out of it? Or is it just collecting dust? You have to ask yourself, “What does Salesforce do for email marketers? Am I squeezing every last drop of its functionality out into a beautiful glass of Salesforce marketing lemonade?”
You don’t have to bang your head against the wall, trying the same failing strategy over and over again.
And you also don’t have to guess what works by blindly trying new things to see what sticks.
All you have to do is see how other people are already using it successfully.
You can start with your competition and build off of what already works.
That way you can skip all the time-consuming guess work that often trips people up in the beginning.
And prevents them from reaching the top.