Case Study: How CRM Email Marketing Software Boosted a Small Business’s Sales

More and more small businesses are looking for innovative ways of building their customer base to justify the amount of money they spend on acquiring each individual new sale. Customer relationship management (CRM) software > Also referred to as CRM For many small businesses, nearly every aspect of the business can be improved by simply managing customer relationships more effectively - particularly when integrated with email marketing workflows. Case study of a small business that increased sales and improved customer relationships with CRM email marketing software

The Business

The focus of the case is Green Earth Organics, a small family-owned retailing company, and its specialization in organic products. While the company had a well established following, it seemed to plateau at building base sales. The owners kept everything in spreadsheets and were finding it hard to have visibility into the interactions with prospects, market effectively through campaigns timed at optimal frequency levels for best results or turn leads successful. Misguided Manual Processes — manual processes take time, and growing businesses have limited capacity to manually perform adhoc tasks.

The Challenge

A big part of the problem with Green Earth Organics was that they were unable to relate more individually, on a one-to-one experience basis so customers did not feel any affinity. While the business had amassed a plethora of customer data in time, it existed as fragments across several systems and there was close to no way how to use that information properly. Hand in hand, the company had also been grappling with customer churn. It was easy to see once we began examining our current customers: While many came for a purchase, few returned and they heard little from us after that.

It became apparent to the owners that if they wanted to increase sales, a more organized method was necessary in fostering client relationships. Features for tracking customer interactions, email marketing automation and personalized messaging to customers.

Use CRM Email Marketing Software

Green Earth Organics first realized that it could benefit from CRM email marketing when — during peak season — its biggest competitor promoted an enormous deal on organic produce via email. Using a platform that offers CRM and email marketing all in one, the business can now keep its data under tight lock whilst running campaigns on automation.

Business could segment customers by behavior, preferences and past purchases due to based on a CRM software. Now the marketing team had data for each of these segments and could facilitate personalization in their emails. Its customization included email marketing capabilities that triggered automated follow-up emails based on customer behaviors like abandoned carts, previous sales and specific browsing patterns.

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Results: Sales and Customer Engagement Skyrocketed

At Green Earth Organics, they saw the results immediately after going live with their CRM email marketing software. And within six months, they reported that sales went up by 25% compared to previous year and a noticeable part of this win still revolves around personalized email marketing campaigns launched in time. But there were some major reasons behind this success which are as follows;

1. Customer Segmentation and Personalized Campaigns: Categorizing customers into different segments enabled Green Earth Organics to create highly focused email campaigns. The product recommendations simultaneously rerouted visitors to their baskets while serving as a source of inspiration for customers, who depending on past purchases and browsing history received targeted product offerings via email. Conversion rates were higher if subscriptions included personalized subject lines and content.
2. Automated Email Campaigns: I was able to create sequences using our CRM software; this feature alone greatly improved my efficiency as an emerging sales person. A classic example is an abandoned cart email that gets sent (usually with a discount incentive) reminding the customer to complete their purchase. This automation saved them time, thus allowing the increase of revenues.
3. Better Customer Retention: Using the CRM software, the firm was able to maintain a record of past customers and encourage them with timely offers about new products. This nurtured the relationship with existing customers, which ran email campaigns offering discounts to those investing in Bulldoga
4. Insights Through Data: The CRM system also gave Green Earth Organics insights to their email marketing campaigns performance. The business took the time to analyze open rates, click-through rates and even conversion metrics in order to optimize their email strategies for better outcome. This data-driven mentality helped to establish a benchmarks and standards which meant that future campaigns would be more successful.

Conclusion

Green Earth Organics' decision to switch to CRM email marketing software was a game-changer for the grocer and significantly improved both customer relations management has driven up sales. The business saw an increase in customer engagement, better retention rates and more revenue by automating their email marketing.

When we asked Tom if he could share his thoughts, the following is what appeared in our inbox that led us to write this small business email marketing case study. It is only thanks to the right software that even small businesses can involve themselves in ultra-personalised, streamlined and powerful marketing campaigns that have become an upfront for sales enhancement as well retention of customers.

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