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Email marketing experts agree that personalized emails perform better than generic campaigns. In fact, personalized emails have higher open and click rates. Not to mention that they reflect a better understanding of a brand’s customer base, and help increase sales.
The number one difficulty marketers face when building personalized emails is collecting pertinent data on each customer.
Balancing two or more marketing tools usually means that data is collected from a CRM and emails are sent out from an email service provider.
Integrating your ESP with your CRM solves this issue and gives you access to rich data that can easily feed your email campaigns for better conversions.
In this blog post, we will provide you with a detailed action plan to integrate your CRM Salesforce with your ESP Mailchimp.
The importance of Email Marketing Integration
What do you think drives your business? Are your Sales and Marketing teams working in tandem for your marketing campaigns to drive conversions and results?
If the answer is No. Then you need to revamp your email marketing campaigns through integration with third-party applications or tools that work best for your business.
McKinsey and Company state that email marketing is nearly 40 times more effective at garnering new customers than the combined marketing force of using Facebook and Twitter.
This is why you need to integrate your Email Marketing Campaigns:
Personalization can help in sending the right message to the right person at the right time. This is the power of personalization but without digging down deep to your core audience interests and personas, you often fail to deliver to the right inbox. Email Marketing Integration plays an important role in personalizing your marketing campaigns for the right set of audiences to improve conversions.
With Email Marketing Integration, you can easily measure your campaign performance to optimize campaigns for the future with better click-through rates, open rates, etc.
Segmentation lets you tag your audience based on different interests and personas for better targeting and conversions. Email Marketing and CRM Integration allows you to have a closer look at your audience to segment customer-rich data.
Insightful and Actionable Email Reporting
Third-party integration allows you to have a look at insightful and actionable insights for real-time reporting and trends to optimize campaigns over time.
Upselling and Cross-Selling Opportunities
Integrating your CRM and Salesforce together allows you to spot upselling and cross-selling opportunities based on customer buying and browsing behavior.
Sending a newsletter every morning to a mailing list of subscribers is just not enough in today’s day and age where competition is at its peak with other digitally-driven brands.
Just a plain generic email can’t drive conversions for your business. You have to engage and converse with your customers through your emails. This can be easily achieved through Mailchimp, an effective and integrated Email Marketing Tool for all your marketing needs in one place.
Mailchimp is best suited for small-scale businesses aiming to scale their existing opportunities with better targeting options. This doesn’t restrict it to only small-scale businesses. Mailchimp pricing plans fit the bill for every business.
Mailchimp allows you to import beautiful email templates without a single line of coding. This can be achieved through Chamaileon’s Mailchimp Integration that comes with an inbuilt email interface that meets the needs of both designers and marketers.
Benefits of using Mailchimp
Pricing is one of the first elements that marketers/business owners often look before making the final buy. Mailchimp pricing options are versatile and fit the needs of every business. For startups and small-scale businesses, Mailchimp offers a Free Account to kick start marketing campaigns without much hassle. Mailchimp’s pricing increases as your business grows.
Mailchimp is easier to use as campaigns can be created within minutes with user-friendly components.
Mailchimp offers feature-rich components to create personalized emails via unique integrations. You can build beautiful emails in your drag and drop email builder and connect them to your Mailchimp account in a few simple clicks.
Mailchimp offers Reports & Analytics features to monitor trends, track performance, and create better campaigns as you go. For effective reporting, Mailchimp offers real-time insights so you can quickly identify what’s working and make smart decisions about where to put your marketing budget.
Segmentation in Mailchimp allows you to segment data based on user behavior, insights, and interest to add a personalized touch to target the right set of audience.
Salesforce undoubtedly is the #1CRM for all your customer interactions. Salesforce has 150,000 customers across the globe. Salesforce has much more to offer for businesses aiming at personalized customer interactions for email marketing.
Benefits of using Salesforce
Salesforce CRM helps your Email Marketing Campaigns in the following ways:
Know your Customer
As Salesforce CRM captures data from multiple sources, hence it allows you to understand your customer better to target marketing campaigns with ease
Engage across the entire journey
Email Marketing is all about customer engagement and conversions. Salesforce allows you to engage your customers in two-way, real-time engagement from awareness to advocacy.
Analyze the impact
Salesforce CRM allows you to measure end-to-end marketing effectiveness across all digital channels. These analytics and insights will help in delivering personalized experiences across every stage of a customer’s relationship with your brand.
Personalize with Intelligence
Salesforce CRM allows you to leverage data with the power of AI. With AI insights, you can personalize customer interactions in the most engaging way.
Mailchimp Salesforce Integration: An Integration that serves value for your marketing campaigns
As we have already discussed the importance of Email Marketing Integration. Let’s see how Mailchimp Salesforce Integration helps in optimizing Email Marketing Campaigns?
Mailchimp and Salesforce are two of the most powerful tools in their respective categories. Salesforce and Mailchimp Integration provide you with a one-stop-solution for rich email marketing campaigns.
Integrating Mailchimp with Salesforce enables you to view and manage Mailchimp campaign activities and subscriber lists from Salesforce, and import Salesforce contacts to Mailchimp.
You can also use Mailchimp subscribers as Salesforce leads, build segments in your Mailchimp list, and easily share data and streamline communications, all to better engage your customer base.
Benefits of a Mailchimp – Salesforce Integration
Here are a few benefits that you can gain from connecting your CRM and ESP:
This integration allows you to sync and import data from Mailchimp and Salesforce and vice-versa to update contacts, subscribers, mailing lists, etc, in real-time without any delays.
Data syncing is an automated scheduled process to manage email marketing campaigns from both ends. This will help in optimizing your marketing campaigns through customer’s interest and behavior.
Creation of Segments
You’ll be able to create an audience segment based on specific criteria. This segmentation will automatically update contact and lead information in Salesforce CRM to target the intended audience with personalized emails or newsletters.
Segmentation allows you to group and tag customer information according to specific criteria. This allows you to segment your emailer’s subscriber data based on buyer personas to target niche and restricted customers with ease
Since Salesforce and Mailchimp are integrated together, it’s easier for marketers to track leads, subscribers and manage campaign activity from both Salesforce and Mailchimp end. It enables rich and meaningful insights from data synchronization which reflects how customers are responding to emails and hence based on these insights emailers can be optimized for further targeting.
Efficient Data Management
This integration allows you to manage data in a single synchronized platform to effectively manage campaign data for optimization.
Automation of Tasks
This application integration allows you to automate monotonously repetitive tasks to save time and unwanted humane errors. Saved time from the mundane can be used to optimize effective marketing campaigns.
Salesforce and MailChimp Integration allows you to customize your emailer data with visuals, templates, themes, and layouts for personalized email targeting.
How to integrate Mailchimp and Salesforce for Email Marketing Optimization?
Unfortunately, integrating both systems into one another isn’t intuitive. If you go by the manual route of integrating Salesforce and MailChimp together, then you have to follow the lengthy procedures which consume an ample amount of time. Such manual integration often produces humane errors and duplicate data records.
If you would not like to go forward with the manual way, then you can go with third-party application integration which can ease out the process of integration without ill-time errors and duplicity of data.
There are several third-party applications available to integrate MailChimp and Salesforce together. Some of the popular ones are ChimpConnect, ChimpSync, PieSync, etc.
These third-party applications come with free-trial options, before going in for the final checkout option, you must try on the free-trial option to see whether the application is fitting on to your business requirements or not.
These third-party applications also come with the customization option to suit your business requirements. You can customize Salesforce and MailChimp Integration as per your convenience.
To achieve these set of activities these are the steps you need to follow to integrate Salesforce and Mailchimp:
Before integrating Salesforce and Mailchimp together, you must ensure that you have an active Salesforce and Mailchimp Account.
Step 1: Install the Salesforce Integration
You may follow these steps as stated below to begin implementing the Salesforce integration.
Steps to be followed for your Salesforce Account.
- Navigate to the Salesforce integration’s AppExchange listing.
- Click “Get it now.”
- Click “Login to the AppExchange.”
- Click “Install in Production.”
- Click “Confirm and Install” after checking off the box that said I have agreed to the terms and conditions.
- Choose “Install for All Users” and click Install.
- After allowing access to the third-party application module, click Continue to proceed further
After the installation process is complete, you will be taken to the Install Wizard where you will then authenticate your Mailchimp account.
Step 2: Authenticate Mailchimp
This is how you can authenticate your Mailchimp Account:
- Log into your Salesforce account.
- Click on the App Launcher option and choose Mailchimp for Salesforce from the drop-down menu.
- On the Lists tab, click the Sync Setting drop-down menu to choose an option for each connected audience. The “Keep Activity” settings sync subscriber activity
- such as campaign opens, clicks, and sends. The Sync Subscribers Only setting syncs audience and group data for subscribers.
- Click the MC Setup tab.
- Click Login.
- In the pop-up window, click OK.
- Enter your Mailchimp username and password to log in to your Mailchimp account.
Step 3: Turn on Data Sync and Lead Creation
- Turn on “Data Sync” in the Settings tab to sync Mailchimp and Salesforce to import data from Mailchimp to Salesforce.
- You can also use this option to create leads available in the Navigation Bar“Allow Mailchimp to Create Leads in Salesforce”.
This is how you can sync Mailchimp and Salesforce together to enable data synchronization and lead generation.
Mailchimp Salesforce Integration helps marketers to optimize email marketing campaigns in a single shared view.
Marketers can easily view, manage campaign data seamlessly from both ends. Mailchimp Salesforce Integration not only helps in email targeting but it will also help in managing other social media campaigns within Salesforce.
You can easily track campaign reports and create interactive dashboards to manage click, open rates, subscriber activity in Salesforce. This integration will also help in syncing campaign data in real-time for real-time updates and insights.
With this integration of Mailchimp and Salesforce, you are now completely ready to take on optimization for your email marketing campaigns.