Within 2022, Salesforce has generated 24.66% in annual revenue growth against the 24.3% recorded in 2021. Organizations use the tool to improve customer experience and generate customer-focused data. The tool is used by marketers, customer service, and sales teams to improve productivity.
Finance online shows that 80% of B2B clients and 75% of B2C hope for uninterrupted interactions with organizations. To meet this expectation, marketers leverage Salesforce for email marketing. It helps them create deeper connections with clients and promote their brands. The strategy provides them with a lot of pros, but it records cons too.
How Salesforce email marketing works
Statistics show approximately 150,000 organizations use Salesforce for email marketing in 2022. This places Salesforce as the top CRM tool adopted by organizations. Its use accounts for 23.8% of the market share. Its closest competitor commands 5.4% of the total market share. Marketers use the tool’s key features, such as Cloud Email Studio, Email Designer, and Tracking, to develop attractive and customized content. They track and analyze the campaign process or success using the generated data.
The tool is considered a top automated marketing platform. Since Salesforce is cloud-based, organizations cannot rule out the risk of malicious content finding its way into its network. The use of Salesforce Security Solution from Perception Point helps keep your organization’s Salesforce data secure. The solution ensures all data added to Salesforce from any source is scanned in real-time before reaching employees.
Using Salesforce email marketing is simple if an organization has the right personalized content. These processes are important.
- Build an extensive email contact list to reach a larger audience and save on costs
- Decide the marketing goals to achieve with each campaign
- Decide the type of campaign to launch. Marketers can think about campaigns such as:
- Brand awareness
- Product promotion
- Building more traffic
- Newsletter campaigns
- Sales increase
- Create personalized content for specific market segments and launch the campaign
- Use predefined metrics to measure performance for each campaign.
Creating and launching personalized marketing campaigns might seem a challenging task. Many marketers consider using email marketing templates to make their work easier. Salesforce features a wide range of customizable templates that can meet every marketing purpose. If a team wants to use premium templates, they are available from the tool’s Email Studio. To create productive campaigns using Salesforce, these tips are important.
- Segment recipients so that marketing campaigns reach the expected audience.
- Provide information to subscribers instead of aggressive sales messages.
- Understand the needs of audiences and customize emails that meet each need.
- Add visuals to content to develop more engagement.
- Create emails that are aligned with marketing goals.
Here are its Pros -
Wide range of features
If you are seeking to increase traffic on your site, Salesforce is a preferred choice. It comes with a wide range of features that allow email, digital, social media, and mobile marketing. Its data management feature helps marketers track progress and success. Marketers use its content creation feature to create customized emails for different audiences. They use its tracking feature to measure success. The tool has customizable email templates for each type of campaign.
It can be integrated with different apps and APIs
Salesforce CRM is one of the tools that can be integrated with the widest range of tools and APIs. Marketers can choose approximately 5,000 applications and integrate them with Salesforce. Some of the APIs help increase data speed, front-end/back-end development, or Salesforce data manipulation. They help organizations access Salesforce data from multiple sources, automate workflows, and analyze data for improved productivity.
Caters for every company needs
Organizations do not need to implement multiple CRMs once they opt for Salesforce. The tool provides every needed solution to companies. It has solutions for marketing, customer service, and sales teams. The tool can meet approximately 99% of the organization's needs. It is an adaptable tool that can be customized based on current needs.
It is constantly undergoing development
The Salesforce team is continually developing the tool to improve user experience and productivity. Its User Interface undergoes consistent improvements to enhance company efficiency and visibility in its marketing activities.
Excellent customer support
The Salesforce team has created a strong customer service team to provide help whenever customers require it. This helps each corporate client provide services to its customers better. The team has developed a self-education portal where customers get information on most of their frequently asked questions. Due to quality customer service, Salesforce has managed to penetrate the market fast and widely. As part of its customer service improvement, Salesforce offers customers a 30-day free trial and a scalable pricing model.
Let’s cover the Cons -
Price
Salesforce has one of the widest ranges of customizable features. However, its price can be higher for some organizations. Its basic package costs $400 monthly, while the advanced packages cost $1,250 and $3,750 per month, respectively. An organization that chooses to use the tool also needs to set aside a budget for it.
Setting up and implementation
Salesforce features allow limited self-guided setup, but the process can be complicated for nontechnical teams. They require help from the IT team to set up all features and guide them into the implementation process. The tool cannot work offline because it is cloud-based. Users have no control over the tool upgrades to solve downtimes since it relies on the Salesforce database.
Maintenance requires more time
Salesforce is an excellent CRM tool, but it requires consistent maintenance so that it works perfectly. Maintenance involves password resets, troubleshooting technical issues, running data adoption, and quality dashboards. It requires modified data backups, security scanning and reports, and a review of release notes. The entire maintenance process takes time and requires money. It is a money-intensive tool that requires specialists to keep their productivity higher.
Conclusion
Salesforce is an all-inclusive tool that fits best for fast-growing and larger organizations that have a wide range of integration or customization requirements. It can be integrated with a variety of applications and APIs for enhanced performance. Although it is a versatile and agile tool, it requires skills to set it up. Its cost is high, and the tool requires consistent maintenance to keep it up to date. The salesforce team makes the user experience easier due to the 24/7 customer service they provide.
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