Email marketing remains one of the most effective digital marketing channels for businesses looking to engage with customers and drive sales. However, many companies struggle to get the most out of email marketing due to difficulties with list segmentation, designing campaigns, tracking performance and more.
Pipedrive offers a dedicated email marketing platform called Pipedrive Campaigns that helps businesses tackle these challenges through powerful features for campaign creation, targeting, automation and analytics.
In this 2800+ word guide, we’ll explore how you can utilize Pipedrive’s capabilities to execute high-performing email marketing strategies that deliver tangible business results.
Why Email Marketing Matters More Than Ever
- 80% of marketers say email delivers the highest ROI compared to other channels
- Email achieves a median ROI of 122% – much higher than social media or paid search
- 73% of millennials prefer communications from businesses via email
- Segmented campaigns boost clickthrough rates by 14% and conversions by 10%
With stats like these, it’s no surprise that 91% of marketers utilize email as part of their digital marketing mix.
However, while email’s potential is undeniable, significant obstacles remain:
Challenges with Traditional Email Marketing Approaches:
- Difficulty with list segmentation and targeting specific groups
- Time consuming to create nice-looking email templates
- Hard to track campaign analytics and optimize performance
- No connection between email platform and CRM system
- Overall complexity in managing campaigns at scale
This is where a solution like Pipedrive comes in…
Introducing Pipedrive – A Complete Email Marketing Platform
Pipedrive is a popular CRM platform used by over 100,000 small and midsize businesses globally. It provides sales pipeline management, lead tracking, deal insights and more.
In 2019, Pipedrive launched a new built-in feature – Pipedrive Campaigns – to offer users a complete email marketing solution.
Pipedrive Campaigns eliminates the hassles typically associated with standalone email marketing software with:
- Powerful campaign creation and customization capabilities
- Intelligent targeting and segmentation tools
- Automation based on customer journeys
- Integrated analytics connected directly to your central CRM system
With this context on why email marketing matters and how Pipedrive can help, let’s explore some of the platform‘s key capabilities…
Key Email Marketing Features in Pipedrive
Pipedrive Campaigns packs an extensive suite of features to support effective B2C and B2B email strategies.
Email Builder & Templates
Design beautiful, branded email campaigns in minutes with Pipedrive’s drag-and-drop builder and collection of professionally designed templates.
- Pick from different layouts depending on your goals – promotions, newsletters, autoresponders etc.
- Craft responsive templates optimized for mobile devices
- Dial in company branding with colors, logos and fonts
- Drive action with customizable call-to-action buttons
Once created, templates can be tweaked and reused across campaigns. No more starting from scratch each time.
Segmentation & Targeting Tools
One of the biggest benefits of Pipedrive is the ability to segment contacts and create targeted campaigns tailored to different audiences.
Segment your subscriber list based on:
- Lead vs customer status
- Geography or other contact fields
- Email engagement history
- CRM data like deal size or lifecycle stage
You can then set up automated sequences to nurture each group based on their profile. More relevant messaging drives higher engagement and conversion.
Campaign Analytics & Reporting
Understand your email performance at a granular level with Pipedrive’s integrated campaign analytics.
- Track email delivery rates, openings, link clicks and more
- See which messaging resonates best with subscribers
- Identify listener fatigue if open rates decline
- Optimize spend by killing off low performing campaigns
With analytics tied directly into Pipedrive CRM, you get a single source of truth connecting email engagement to pipeline and revenue.
CRM Integrations
Since Pipedrive Campaigns sits within the core Pipedrive platform, it natively interoperates with all your central CRM data.
- Build subscriber lists right from your contacts database
- Create segments using any CRM field – deal value, lifecycle stage etc.
- See email engagement history directly on contact records
- Track sales opportunities generated from email campaigns
This closed loop integration eliminates data silos and provides visibility into how email drives CRM outcomes.
Workflows & Automation
Leverage Pipedrive’s workflow automation engine to scale one-to-one email personalization.
Set up sequences triggered by events like:
- New subscriber signup
- Downloading an asset
- Date-based milestones
Workflows make it easy to execute multi-touch drip campaigns with tailored content. No more spraying generic emails blasts.
Strategies to Maximize Value from Pipedrive Email Marketing
Now that we’ve covered Pipedrive’s core capabilities, let’s discuss some proven strategies to maximize value:
Personalize Messaging with Merge Tags
Personalization boosts open and clickthrough rates. With Pipedrive merge tags, you can easily customize emails using CRM data like:
- First Name
- Company
- Deal Details
Going beyond basic name personalization has been shown to deliver 5x higher conversion rates.
A/B Test Campaign Variants
Try out different email content, offers and messaging with A/B testing. By sending two variants to a small sample, you can optimize based on open and click through rates.
The best performing version can then be sent to your broader subscriber base.
Map Customer Journeys into Workflows
Analyze the typical milestones your buyers move through when engaging with your company – perhaps:
- Download educational content
- Request free trial
- Become customer
Then set up automated sequences in Pipedrive to deliver emails tailored to each step.
Nurturing leads based on their lifecycle stage prepares them for sales outreach at the right moment.
Integrate Landing Pages for More Conversions
CALL-TO-ACTION
Boost conversions by linking Pipedrive email campaigns to landing pages with lead gen offers.
Forms capture critical contact info allowing further nurturing until buyers are sales-ready.
Establish Email Re-Engagement Campaigns
Leverage Pipedrive’s filters to identify subscriber groups like:
- Previously opened but haven’t clicked lately
- Sent multiple emails but never opened
Then set up win-back campaigns with fresh content to re-engage each segment.
This tactic often provides quick wins by reviving existing contacts.
The strategies above give a sampling of approaches to drive more value from the Pipedrive platform. You can build on these examples with your specific business needs.
Next let’s look at some real-world examples of companies finding email success with Pipedrive…
Real Life Examples of Pipedrive Email Marketing Success
To make the concepts we’ve covered more concrete, here are a few examples of customers unlocking growth through Pipedrive Campaigns:
eCommerce Store: 25% Revenue Lift
An online retailer selling artisanal food products was struggling with flat sales from its 100,000 subscriber email list.
They tapped Pipedrive to overhaul their approach with:
- New email templates matching their brand
- Targeted sequences for buyers based on past order history and products viewed
- Automated post-purchase surveys to monitor satisfaction
- Landing pages to capture buyer info from campaigns
Within 3 months of launching new Pipedrive-driven campaigns, they saw:
- 21% increase in email click through rates
- 16% lift in average order value
- 25% higher online revenue
The personalized messaging and tighter sales integration created a major turnaround.
B2B Tech Company: 10x More Sales Qualified Leads
A B2B analytics startup was running generalized email blasts to subscribers without tracking sales outcomes.
They implemented Pipedrive to:
- Sync email subscriber data into their CRM
- Set up multi-touch nurture tracks based on behaviors
- Connect messaging to their sales methodology
As a result, they gained much deeper visibility into campaign performance and pipeline impact.
Over the first year, the company generated 10x more sales qualified leads from email while slashing inactive contacts.
Nonprofit Organization: Monthly Donations Up >150%
A nonprofit was relying on bulk email blasts and manual exporting of engagement data toExcel to manage communications.
With Pipedrive, they consolidated their CRM and email approach via:
- Centralized contact database connected to email platform
- Segments focused on donors, volunteers and advocates
- Workflows specific to each audience type
- Landing pages to convert email clicks into donations
In the first year, the organization grew their monthly recurring donor base by over 150%. The tighter integration and automation drove major monetization gains from email.
As these examples show, Pipedrive enables all types of organizations to supercharge their email performance using the purpose-built features.
Now let’s explore how Pipedrive stacks up to alternatives on the market…
How Pipedrive Compares to Other Email Marketing Systems
While Pipedrive is relatively newer to email marketing compared to incumbents like MailChimp or Constant Contact, it offers unique differentiators:
Pipedrive
- Fully integrated with Pipedrive CRM
- Advanced automation capabilities
- Specialized for sales workflows
- Scales from small business to enterprise
MailChimp
- Broader integrations beyond just CRM
- More extensive template customization options
- Larger ecosystem of connected apps
Constant Contact
- Simpler interface for beginners
- Very affordable starter pricing
- Focus on smaller businesses
The choice comes down to your budget, target customer size, tech sophistication and the importance of deep CRM alignment.
For midsize B2B companies already using Pipedrive CRM, the native integration typically makes it the best fit option.
Getting Started: 5 Steps to Pipedrive Email Success
If you‘re sold on unlocking Pipedrive’s email potential for your organization, here is a simple step-by-step checklist to drive results:
Choose the Right Plan
Free Trial -> Essentials -> Advanced
Select plan based on subscriber count, message volume and complexity
Import Contacts from CRM
Sync your Pipedrive deals & contact data to build mailing lists
Set Up Your First Campaigns
Leverage templates to launch promotions, newsletters etc.
Analyze Performance
Assess open, click & unsubscribe rates to continuously optimize
Within a month, you can build the foundations for email marketing excellence on Pipedrive.
What‘s Next for Pipedrive Email Marketing?
While Pipedrive Campaigns already packs a robust feature set, the team has ambitious plans to push the platform forward:
On the Roadmap:
- More advanced personalization capabilities
- Improved segmentation based on predictive models
- Tighter alignment with the full Pipedrive platform
Expanded Integrations:
- Deeper connectivity to analytics tools
- Additional channels like paid social and mobile push
Global Scale:
- Building on early traction in 100+ countries
- Localized versions for international users
- Region-specific compliance standards
Pipedrive is committed to rapidly evolving the product to help customers take their email game to the next level.
Conclusion: Why Pipedrive is a Gamechanger for Email Marketing
Email remains one of the highest performing channels for customer acquisition and sales growth. However, inherent complexity across campaign creation, targeting, automation and analytics has inhibited many companies from realizing its full potential.
Pipedrive was purpose-built to eliminate these headaches by providing integrated email capabilities tuned specifically to sales workflows. Whether you’re new SMB just starting out or a rapidly scaling enterprise, Pipedrive enables exists to simplify, enhance and amplify your email marketing.
Combined with the platform‘s already stellar reputation for accelerating sales, easy scalability from 5 to 50,000+ users and affordable pricing, Pipedrive Campaigns positions the company as an undisputed leader in the space.
The use cases and growth metrics highlighted in this guide reveal just a fraction of the tangible business value unlocked by customers. Expect many more email marketing innovation and customer success stories as Pipedrive cements itself as a catalyzing force for sales-driven organizations across the globe.
