Email marketing offers large enterprises a measurable, accountable communication channel. ROI on marketing expenditure is critical across all divisions and yet often what is overlooked is that email marketing is still one of the lowest cost marketing tools available in a your marketing arsenal.
Like many enterprises, you probably already do email broadcasts to a list of subscribers. You may be using a web-based Email Service Provider such as MailChimp. Perhaps this is managed by a central marketing department, or within individual business units, independent of the sales or business development team, creating inefficiencies in data sharing.
Imagine the power and collaboration available across the entire enterprise if email marketing systems and a centralised CRM were connected and virtually seamless - less double handling, omissions and de-duping.
Take this as an example: If a sales rep adds a new contact to the CRM, they should be able to include that contact in any future, targeted email marketing broadcasts without needing to let the marketing department know by email or manually updating any lists. By maintaining centralised contacts in this way, you can see what recent email marketing communication for any specific contact and what marketing lists that contact is on. On the flip side the marketing person in any business unit can easily identify a list of contacts based on selection criteria so they can send targeted communications.
Think about your needs
Ask yourself whether your enterprise could benefit from smarter email marketing.
Are you looking to start email marketing or maximise your current email marketing efforts.
Is your business sending regular email newsletters using a system that stands alone from the sales CRM?
Do you wish you could better track your email campaigns?
Do you think you would benefit from increased regularity and/or frequency if email campaigns were easier to send?
Does your enterprise have contact details all over the place such as in spreadsheets, individual’s Outlook, in multiple departments and in your accounting system?
Is your CRM System (assuming you have one) separate to your Email Marketing System, so you are having to maintain to separate databases of contacts?
Do your marketing staff receive lists from the sales teams that need to be entered into an email system, requiring de-duping and tedious double checking?
Is your sales function tasked with getting contact lists to the marketing department and encounter frustrations with contact details being incorrect or omitted from marketing emails?
What you can do to maximise the email marketing opportunity
If you answered yes to any of the above questions, then you are probably aware that you could be getting more from email marketing. With our email marketing solutions, there is a very simple solution. You can expect our email marketing solutions to:
Use a CRM System so you can keep all your contacts. A CRM means the one system captures contacts across the entire business, from this week’s hot lead from your newest salesperson or your oldest customer who has become almost one of your team.
Install a web based email marketing system that connects to your CRM.
Get typing. If you can write an email then you can do an email broadcast. It doesn't need to be perfect, you just need to do it.
Benefits of Email Marketing over other channels
Email marketing has a better return on investment (ROI) for every $1 spent compared to other advertising channels.
Email Marketing - $40
PPC Advertising - $17
Banner Advertising - $2
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