What drives your business? A fundamental question, but often forgotten. Most businesses exist to ultimately generate a profit and sales is the most direct driver of that profit.<\/p>\n
Yet there is a way to get a higher return from your marketing and sales. Let\u2019s look at the importance of email marketing integration.<\/p>\n
Email still has one of the highest return on investments of all marketing channels. Which is why email marketing is still so popular as both a lead and revenue generator. <\/p>\n
You might be thinking your current approach is \u201cgood enough\u201d in today\u2019s competitive email marketing landscape. Jim Collins\u2019 book \u201cGood to Great<\/a>\u201d illustrates exactly what is wrong with that. Good is the enemy of great, because good turns into good enough\u2014and good enough is never, ever great.<\/p>\n To take your email marketing to a new level in an age of smartphones, Gmail tabs and ever increasing inbox competition, sooner or later you\u2019re going to need to move beyond that straightforward use of your ESP to determine your optimum level of integration<\/a>, especially as your business grows. Great email marketing\u2014the kind that delivers a higher ROI, comes from taking a more invested, more sophisticated approach. <\/p>\n I am putting an emphasis on email marketing integration, because integrating the data within your ESP with other your business systems, such as web analytics or your CRM system, allows you to put together a more detailed picture of your customers and prospects<\/a>, segmenting them into targeted groups and marketing to them with more relevant and timely content\u2026which is the kind of content they want to get. <\/p>\n Think about the things you might know about someone if the only data you had came from your email service provider<\/a>. You could easily find out: <\/p>\n \u2022\tWhich emails were delivered So really, you wouldn\u2019t know much. You would not know: <\/p>\n \u2022\tWhat someone did at your website or store If you had your email marketing integrated with other data sources within your business, you could build up a true and intelligent customer profile. Tying the information together, you could, using marketing automation<\/a>, change how you messaged that customer: <\/p>\n<\/span>Great plugged-in email marketing<\/span><\/h2>\n
<\/span>Email marketing integration: Get the bigger picture<\/span><\/h2>\n
\n\u2022\tWhich ones were opened
\n\u2022\tWhich ones were responded to by clicking on a link
\n\u2022\tWhich ones were forwarded or shared
\n\u2022\tWhich ones were unsubscribed from<\/p>\n
\n\u2022\tWhat was bought\u2026or almost bought
\n\u2022\tWhen someone last bought from you <\/p>\n\n