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November 4, 2022 Business Technologies

Does Salesforce Do Email Marketing?

By Brian Anderson

If you’re implementing or considering Salesforce as your CRM, there’s a good chance you’re curious about email marketing. You want to know if Salesforce provides this function, how it works, and its capabilities. 

So let’s break it down. Here are some concise answers to the most common questions and issues about Salesforce and email marketing that will help you make the best choice for your CRM needs

Does Salesforce Do Email Marketing?

The answer to the first question is simple: Yes, Salesforce does email marketing, and the email marketing functions are part of a powerful system that can elevate your growth to a new level.  

How? Salesforce’s email marketing is a cloud-based system that uses the company’s other marketing cloud tools to deliver a customer experience that works across multiple channels to give you a unique combination of power and versatility. 

How Does Salesforce Email Marketing Work? 

Before we get into this question, let’s backtrack a bit. Email marketing has been around for a long time—since 1978, to be specific. 

It’s advanced quite a bit since then, to the point where it can now be used to help with lead generation, increasing brand awareness, and other functions.

It can also be used to build and enhance relationships with new and existing customers, and email marketing can also help keep them engaged between purchases. 

To provide these capabilities, many of the marketing tactics used for email marketing have changed dramatically over time. 

For instance, the messages sent in Salesforce email marketing are far more personal. Moreover, they can be segmented according to several audience identifiers, including age, location, buying history, and specific product interests. 

This level of personalized communication equals better results. To put it simply, a higher level of engagement, a lower bounce rate, and far more conversions. 

It also leads to more customers opting into your email outreach. That means you can use email marketing to control the message, whether to increase brand awareness, broaden customer interests to include other related products, or hone in on a specific product that represents the best chance for a sale. 

Building an Email Marketing Strategy with Salesforce 

Once you’ve laid out your foundational strategy around effective segmentation and personalized messages, you can automate the process and reach customers with highly targeted emails. 

To understand how this automation works, think of it as the engine that allows you to scale your business once you’ve laid out your foundational strategy. In addition, you can start to implement best practices for your email campaigns with a series of steps that are easy to follow. 

The first step in this process is to build effective marketing emails. These should include eye-catching subject lines and dynamic content that effectively follows up on your segmentation so that new and existing customers are drawn in by the message and how it’s being expressed. 

As you do this, it’s important to understand the importance of legal compliance. There are specific laws about delivery methods and spamming, so you should always know and follow them, so your marketing emails don’t bounce or end up in spam filters. That includes proper addressing, which is essential to any email marketing campaign. 

In addition, you need to be aware of all the outreach channels available to you when you craft your emails. There are many ways to build a subscriber list, and you should be familiar with them as you build your campaigns. 

Finally, be aware that crafting engaging content with striking headlines is just the start of a successful campaign. Make sure you add opt-in incentives, offers, and coupons, and the content should always be curated to appeal to the targeted audience. 

Email Integration with Salesforce

Now let’s talk about email integration. It’s a Salesforce feature that’s very powerful, in part because it allows you to plug into the rest of the company’s CRM system so that data from campaigns is available across the platform. 

This email integration can help you better execute your email marketing strategies across the board. That means enhanced capabilities regarding the data you gather, how it’s reported, and the analytics you apply. 

Integration can also enhance your ability to manage your lists as you build them. That translates to more accurate segmentation and consistent data across multiple departments and marketing channels. You can also use the automation tools to integrate Salesforce email marketing with products Hubspot Marketing Hub and Sugar Market. 

Within Salesforce, the key to getting this kind of integration is the Campaign Monitor. You can easily integrate it with your email service provider (ESP), although the steps to do this will be slightly different for each ESP. 

Campaign Monitor can help streamline designing and building your email campaign, regardless of how many platforms you’re within your company using. 

You can do this all from within Salesforce and use the company’s pre-designed templates. These can also be modified using the company’s popular drag-and-drop email builder, and there’s 24/7 support available if you do get stuck and hit a wall. 

Email MarketingAdvantages and Cost Factors

In addition to the ability to customize email campaigns and reach your optimum target audience, Salesforce email marketing also comes with some serious cost advantages that can be used to help you plan and scale your business. The simple fact is that Salesforce isn’t just for big companies looking to build huge lists across a wide and varied customer base. 

The cost factors for Salesforce email marketing can be quite low. Small businesses can start building automated email marketing campaigns for under $100 a month, while midsize companies can expect to spend somewhere between $100-$1000 during that same time period. 

Regardless of the cost, the return will be more than worth it. Industry experts who analyze the effectiveness of email marketing put the estimated ROI at approximately $36 for each dollar spent, which is often higher in industries like retail and eCommerce. 

As for the cost breakdown, it can be divided into two segments—technology and labor. Technology includes the cost of the actual software, the fees charged by the email service provider, and the cost associated with the ISP. 

The labor costs breakdown includes the design and writing of marketing emails and the cost of performing different functions associated with campaign management. 

How to Get the Best Results from Salesforce Email Marketing

If you’re intrigued by the performance possibilities of Salesforce Email Marketing, it’s time to contact us and lean into our expertise. 

We know email marketing inside out, and we have extensive experience with the Salesforce platform and products, so we can show you how to build campaigns that get results. 

To find out how, connect with us to discuss your situation and get the answers to any questions you may have.

 

Want a Side-By-Side Comparison?

Check out this comparison guide to see how Salesforce stacks up against a notable market rival – HubSpot!

 

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