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Engage customers with unique emails

Filed on March 10, 2020
BE EFFECTIVE: When customising an email template, make sure to use your brand's colours and fonts. The first impression is one that reinforces your branding and shows that you are professional and polished.

Ali Homadi, Loyica CEO and founder, explains how it helps in creating genuine audience and promoting brand business

Email marketing is used by companies around the world to generate leads and encourage purchase behaviour among its existing customers. The practice is growing more relevant as the world population increases. Last year, the number of email users was estimated to be at 3.9 billion and is forecast to grow to 4.4 billion by 2023, according to Statista.

Today, email marketing is becoming more useful for businesses. Sales and marketing teams often offer products and services that are relevant to their leads and customers' needs and interests and with the help of CRM solutions, email marketing becomes an effective means of converting leads into customers. In fact, the estimated return on investment (ROI) is $42 per dollar spent on email marketing.

Email marketing also creates a win-win situation for both the business and its target customers. The customer is offered a product, service, discount, or freebie that fits his or her needs and the business benefits from the current purchases (and the goodwill) of the customer. Overall, this creates a healthy business environment for both parties.

But how did email marketing influence the growth of big companies? What are the primary components of their marketing strategy that made it so effective and successful?

Before answering these, let's highlight how email marketing works for those who are not familiar with it.


The process in place

Years ago, email marketing was done manually. This means that companies have to hire multiple marketing staff to man the computers and draft promotional messages and send them via email to leads and prospects. This is a time-consuming process and has been proven to be costly and inefficient.

Today, companies use computer systems that specialise in customer relationship management or CRM. The system is designed to make sales and marketing staff communicate with leads, prospects and customers in a quick, smooth and automated manner, so that what took 20 people to do in a day before can be done by one person now.


The growth of big businesses

In the past decades, big businesses were able to accelerate their growth using email marketing because they were able to hire developers to build their own CRM solutions to facilitate email marketing, among other things. This used to be a costly project that only a few, big businesses were able to afford.

The entire process involves sourcing experts to build and design the system and refine it as time goes by. Today, tech companies like Salesforce, Hubspot and Saphyte, among others, have been perfecting the art and science of CRMs and have been offering them to SMEs mainly to offer the same opportunity that was once only available to big businesses.

Using the CRM system, teams from several businesses around the world have been enabled to create bulk emails and send them to their lists of leads and prospects. They have also been able to systematically note the unique needs and preferences of each customer using the system so that their interaction with the customer becomes more personalised. In the end, the customer is only given relevant information. This results in a boost in sales and profit, which ultimately leads to the growth of businesses.


Successful strategy

The success of each strategy can be attributed to a few things:

First, teams used only the most reliable CRM system that performs well at a low-price point. This means that the CRM that you are using should be affordable and high-performing.

Second, the CRM system should be scalable so it meets the growing demands of your business. As your business grows, the CRM should be able to perform complex functions to produce and maintain the expected efficiency acquired from the system.

Lastly, the CRM system should be flexible enough to allow businesses to perform multiple things that fit their interests and contribute to its growth.

Now that CRM solutions are becoming more accessible, the case for the use of CRM for email marketing is becoming stronger. Explore the wonders of tech and see how CRMs can push the boundaries of your business.





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