Did you, too, think that email as a form of communication was slowly dying until you became an entrepreneur and realized it is easily the most important channel of all?
Yup, me too!
Even amidst the emerging and innovative social media channels, email marketing remains steadfast as the only platform where you truly own your subscriber list.
In short, if you want to keep a handle on your audience, how they’re relating to your content, and what you can do to boost sales, email marketing is a non-negotiable. And when looking to craft campaigns that can convert, the choice of an Email Marketing Customer Relationship Management (CRM) platform is potentially life business-saving.
Now, with dozens of CRMs to choose from, each with its own features and quirks, how can you be sure you’re making the right choice?
Luckily for you, I’ve tried my share of CRMs and know their ins and outs well enough to give you a proper breakdown.
What Are Email Marketing CRMs?
At their core, Email Marketing CRMs are platforms that enable businesses to manage their email marketing efforts. They centralize customer data, which can be used to personalize communication, and, more often than not, come packed with tools for campaign creation, tracking, and analysis.
However, the devil is in the details. Some CRMs focus on user-friendly templates that make life easy for the designer, while others provide robust analytics that satisfy the data-hungry entrepreneur.
The List of Must-Have Features
Before dealing with the choice of selecting an Email CRM, designing a checklist of non-negotiable features is a must. Here’s my list of must-haves and can’t-misses when it comes to CRMs:
- Segmentation and Personalization: The ability to segment your audience into smaller, more targeted groups is a feature that can significantly boost engagement. Look for CRMs that offer dynamic tagging and customizable fields for a personalized experience.
- Automation: Time is money, and a CRM that can automate emails based on user behavior or a set timeline is worth its weight in saved hours.
- Template Design: For the web designer, pre-designed, responsive email templates ensure a consistent brand experience across all touchpoints.
- Analytics: Understanding the efficacy of your campaigns is vital. Look for robust analytics with clear reporting that can guide your marketing strategy.
Let’s Explore The Different CRMs
Not all CRMs are created equal. Some cater to the e-commerce sector, integrating seamlessly with online stores, while others target small businesses with affordability and ease of use.
For the E-Commerce Enthusiast: CRMs that offer abandoned cart recovery and product recommendations can turn browsing into buying. Active Campaign and Hubspot are some of my favorites.
For the Start-up Entrepreneur: Affordability and flexibility are crucial. Look for providers with scalable pricing models and a friendly learning curve. MailerLite, Flodesk, Kartra or FG Funnels are my go-to affordable CRMs.
For the Service-Oriented Professional: Appointment scheduling and service reminders could be the features that tilt the scale for you. FG Funnels is a standout, especially for this! Alternatively, you can seamlessly integrate any of the platforms mentioned earlier—or your preferred CRM—with a separate scheduler.
The Decision-Making Process
Trial runs are your friend. Most CRMs offer free trials, and getting your hands dirty with the software is the best way to see if it’s a fit for your business needs.
That plus having all of the above in mind, making a decision becomes a matter of matching the CRM’s strengths with your business’s unique requirements.
The best Email Marketing CRM is the one that works with you, not against you. And although choosing an Email Marketing CRM can seem scary, it’s also an opportunity to elevate your marketing game. With some trial & error, practice, and grit, the right CRM will become the foundation of your email marketing success.
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