For every £1 spent on email marketing, the average ROI is £44.  Yet, achieving this demands more than just sending out mass emails. It requires a distinctive approach, one that sets your organisation apart in the crowded inboxes of today’s decision-makers. 


As customers wade through their daily influx of emails, personalised content that caters to their specific needs and preferences stands out. Customers are 2.1x more likely to view personalised messaging as important, making differentiation not just beneficial but essential. This is where CRM and email marketing work hand in hand, turning generic broadcasts into tailored narratives that resonate with the individual, fostering a connection that goes beyond the transactional.


What is Salesforce email marketing?

Salesforce Email Marketing, part of the Salesforce Marketing Cloud, enables businesses to manage customer journeys at scale, utilising data from any source to drive success. The platform’s advanced analytics and personalisation capabilities allow for the creation of hyper-focused, data-driven campaigns that yield real results. By choosing Salesforce, companies can provide a seamless, engaging customer experience.


Salesforce email marketing represents the fusion of two powerful tools: email marketing and customer relationship management. This combination empowers businesses to engage with their audience in a more personalised, effective manner. 

By utilising CRM data, marketers can segment their audience, customise their messages, and deliver content that speaks directly to the interests and needs of each recipient. The benefits of this approach include improved open rates, higher engagement, and ultimately, a better return on investment.

Leveraging Data for Deeper Engagement

The power of this approach lies in the ability to leverage customer data for deeper engagement. By analysing past interactions, purchase history, and customer behaviour, businesses can craft emails that not only catch the eye but also speak directly to the heart of the customer’s interests and needs. This level of personalisation ensures that your message is not just seen but also felt, significantly increasing the likelihood of engagement and action.


Data-Driven Personalisation

Salesforce’s rich customer data model allows for personalisation beyond just using a recipient’s name. You can customise content based on past purchase behaviour, engagement history, and even predictive scoring. This level of personalisation, enabled by Salesforce’s detailed customer insights, significantly increases engagement and conversions, making your email communication highly relevant and valuable to each recipient.


Segmentation and Targeting

Salesforce excels in segmentation and targeting, offering sophisticated tools within Email Studio and Pardot for segmenting your audience with precision. By using Salesforce’s data analytics, marketers can create detailed segments based on demographics, purchase history, and engagement levels. This capability ensures that your email campaigns are tailored to the unique needs and interests of different audience segments, thereby increasing the effectiveness of your marketing efforts and boosting the likelihood of resonating with recipients.


Automation and AI

Salesforce’s marketing automation and AI, particularly through Einstein AI, take email marketing to a new level. Automation tools within Pardot and Email Studio allow for the scheduling of emails based on customer actions or time triggers, ensuring timely and relevant communication. Meanwhile, Einstein AI provides insights for further personalisation, optimises send times based on when individuals are most likely to engage, and Salesforce Cloud Einstein can be used to predict customer behaviour, enabling marketers to anticipate needs and tailor messages accordingly. This combination of automation and AI streamlines campaign management and makes your marketing efforts more efficient and effective.


Integrated Customer Journeys

Journey Builder in Salesforce is a powerful tool for designing integrated customer journeys that include email campaigns as a key component. It allows marketers to create seamless experiences that guide recipients from awareness to conversion, with each email serving a specific purpose along the way. By integrating email marketing with other channels and touchpoints on the Salesforce platform, marketers can ensure a cohesive and personalised customer journey that effectively moves leads through the sales funnel.


Analytics and Optimisation

Salesforce provides comprehensive analytics and reporting tools that are essential for monitoring campaign performance and making data-driven decisions. Marketers can track key metrics such as open rates, click-through rates, and conversion rates in real-time, using these insights to continuously refine and optimise campaigns. The ability to A/B test different elements of your emails directly within Salesforce platforms enables you to discover what resonates best with your audience.


Adherence to Legal Compliance

The comprehensive data management capabilities of Salesforce ensure adherence to legal compliance guidelines effortlessly. Salesforce’s platform can help manage subscriber consents and preferences, ensuring your email marketing practices comply with GDPR, CAN-SPAM, and other regulatory standards. This functionality ensures that your marketing efforts are not only effective but also respectful of privacy laws and customer preferences. With 81% of customers saying they love or like having a spam filter for email, Salesforce will not only keep you out of legal trouble but spam folders as well.


Types of Email Marketing with Salesforce

Salesforce supports various types of email marketing, from newsletters that keep your brand top of mind to promotional emails that drive sales, relational emails that build connections, and transactional emails that further the customer journey. Salesforce’s Email Studio, integrated with CRM data, allows for the seamless creation and management of these diverse email types, ensuring that each email serves a strategic purpose in your overall marketing plan.


Salesforce’s capabilities provide a powerful foundation for achieving your email marketing goals and driving meaningful engagement with your audience.


The Future is Personal – Your Next Steps

For decision makers, the path forward involves a strategic embrace of CRM Email Marketing. Start by evaluating your current email marketing efforts, identifying opportunities for more personalised communication. Invest in CRM tools that offer robust analytics and segmentation capabilities, and consider partnering with experts who can help you unlock the full potential of your email marketing strategy.


Partnering with Unify

For those ready to take their email marketing to the next level, the time to act is now. Embrace the power of CRM Email Marketing and watch as your customer relationships and business results transform.


Are you ready to elevate your email marketing strategy? Embrace the future of email marketing with Unify. As a leading Salesforce agency, we have the knowledge and experience to guide you through every step of your journey. From strategic planning and seamless integration to ongoing optimisation, our team of certified experts ensures a smooth and successful implementation. Contact Unify today to learn more about what our experts can do for you.


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