Frustrated by the data plateau of traditional email? You’re not alone. It’s a nuisance we’ve all experienced.
Webmail services like Gmail and Outlook often lack the capability to provide comprehensive insight into customer behavior.
Fortunately, you have the option to integrate Salesforce CRM with email to visualize customer data. But what exactly does Salesforce do to support email marketing efforts? Let’s take a look.
What Does Salesforce Do to Improve Email Performance?
McKinsey’s research found that personnel spend 28 percent of their time on average opening and responding to email messages.
An additional 19 percent of time is spent on looking for and collecting information. That’s just two tasks – collecting information and attending to email – can take up 18.8 hours in a 40-hour work week.
If marketers could cut that time short even by a few hours, imagine the increase in business productivity.
That’s where you can plug Salesforce in to connect the dots.
A connection can be established between your email account and your Salesforce CRM to effortlessly transfer data and contacts between the two. This integration is crucial for bridging enterprise silos that promote information sharing between sales and marketing teams.
Sure, you can take the manual route (i.e. switching back and forth between email and Salesforce), but it’s going to eat up your time.
And if the Salesforce guy is busy, traveling or sick, emails don’t get qualified in a timely manner. Moreover, marketers can gradually lose interest in repetitive tasks and negatively impact a company’s bottom line.
What does Salesforce do to prevent inefficiency from taking course? When you pair it with email, you create a powerful sales and marketing system, capable of improving marketing communications, automating sales-to-marketing handoff, and more.
But advantages extend beyond these particular ones. By bringing Salesforce to your inbox, you will see added value as the unified system allows you to:
According to a survey conducted by Experian, one of the key challenges with personalization relates to linking data across channels.
40 percent of the 250 respondents having data management knowledge believe that inability to link different technologies is the hurdle in achieving a single customer view.
The finding hints that syncing different technologies could significantly improve personalization.
With Salesforce email integration, you can create content based on customer data such as professional title, purchase activity or demographics to send targeted emails to your customers.
This will result in greater personalization and better performance. Personalized emails sent via marketing automation earn 18x more revenue and are 22.2 percent more likely to be viewed than general email blasts.
Successful email campaigns don’t just happen.
They are the result of strategic pursuit. With Salesforce email sync, you can measure and analyze the types of messages being opened, as well as the sequence of drips, that are producing the best results.
The insights provided by Salesforce are ripe for the picking. And depending on the level of integration, marketers can learn how to create dashboards in salesforce as well as the reports needed to make informed decisions about individual leads.
Also, with 77 percent of email ROI coming from triggered, targeted, and segmented campaigns, you can consider slicing your Salesforce database for better email marketing segmentation.
CRM agility allows you to segment contacts based on their behavior (click-through rates, opens, link clicks, etc.) and create target groups to reach out to with targeted messages.
Both marketers and sales reps will benefit from segmented groups in an open and traceable system.
That’s seriously powerful!
Improve Lead Quality
A usual consequence of disconnect between sales and marketing teams is poor lead quality.
Though conventional thinking regards lead qualification and lead nurturing as sales exercises, marketers too can be given the ability to drill down into the specifics.
What does Salesforce do to empower email marketers in this regard? The right integration enables you to update leads directly from your inbox.
Stats reveal that 79 percent of marketing leads never transform into sales. Neglect of lead nurturing is often cited as the common cause of this poor result.
With the data generated through Salesforce integration, you can grade and score leads so that only the most qualified leads are contacted and passed onto the sales.
In addition, your integration may also allow you to set up leads to be assigned to sales automatically once they reach a threshold grade and score.
How to Integrate Salesforce with Email
You may have heard the phrase “Salesforce is only as good as the data inside it.”
Marketers need to log emails in Salesforce to gain insight of what emails are sent to contacts or leads. What does Salesforce do to integrate with email? By default, Salesforce email features include:
Email to Salesforce: Emails sent to external email applicants can be related to Salesforce records using Email to Salesforce. However, the feature has been hit with widespread complaints in recent times. For instance, many times users reported that email to Salesforce was working properly, but the emails were sent to duplicate records.
Salesforce for Outlook: This feature syncs events, contacts and tasks between Salesforce and Outlook. However, you have to add your emails to leads and contacts manually. Salesforce for Outlook isn’t cloud based in general and a little challenging to set up.
BCC to Salesforce: While this sort of integration currently exists between Salesforce and Gmail, it is only applicable to outbound emails, and only relates contacts with emails. As a result, users may have to jump between inbox and Salesforce, which generates low-quality data and is time-consuming.
To get the most from Salesforce integration, avoid these pitfalls with a robust solution such as ContactMonkey’s Salesforce integration for Outlook/Gmail.
It enables you to see and edit Salesforce data from custom or standard objectives right from inside your inbox.
In addition, you’re able to customize object settings to determine which Salesforce objects show up in your email account. And, most impressively, you can add custom or standard objects to your email in one click – a feature supported by no other Salesforce integration tools on the market.
ContactMonkey’s Salesforce for Outlook download and Gmail download is also equipped with Email Tracking.
The feature enables you to know what happens after you send the message so you can find out who’s seeing your emails and clicking on your links.
You are 9 times more likely to engage leads if you call prospects within 5 minutes of an email open. With email tracking, selling becomes efficient.
Overall, smart Salesforce integration provides deeper insight into the sales funnel and empowers you to make data-driven marketing decisions.