Which Email Marketing Converts Leads into Customers

Which Email Marketing Converts Leads into Customers?

Salesforce automated email marketing converts leads into customers; automatically capture responses to measure your sales increase and campaign ROI. Get More Sales Without More Leads shared my system for converting cold leads into hot customers. I email these past prospects with advice from my eBook and followup questions. Learn how to measure which of these email marketing messages convert to sales:

How to Measure the ROI of Automated Salesforce Emails

To measure the ROI of any sales campaign, we want to know how much in sales dollars the campaign influenced. Salesforce emails are easy to send, but hard to track. In How to Get Your Best Email Open Rates, I shared a manual approach for comparing email open rates. We’ll improve that by automatically capturing email responses and measuring campaign sales ROI.

While opens and clicks are nice, the best response is for a customer to reply “yes, we’re ready to buy!” We want to know which automated email from Get More Sales Without More Leads converted them to a paying customer.

Salesforce tracks Opportunity influence using Campaigns, with each individual Contact or Lead as a CampaignMember:

What Converts Leads into Customers 2 But our automated workflow emails don’t create those Campaigns or CampaignMembers. We first create a Campaign with a custom Email Subject field matching each email workflow:

What Converts Leads into Customers 1Match Email Marketing Responses to Salesforce Campaigns

Now we can match that Campaign subject to customer email responses. We’ll capture those email responses as Salesforce Activities. You can do this manually with a plugin for your email client, or automatically with apps like BoostOptix or Yoxel. The end result is a Salesforce Activity for each Lead or Contact with the same email subject.

From this Activity, we need to find the right Campaign and create a CampaignMember response. This is beyond the capabilities of clickable workflows or Lightning Process Builder, so we’ll write a custom Apex code trigger.

We have a complicated series of events here, so we list them out in a Salesforce unit test:

  1. Create a test Campaign with the email subject
  2. Create a test Lead
  3. Create an email response Activity for the Lead with the same subject
  4. Check that we’ve registered the response with a CampaignMember:

What Converts Leads into Customers 3Salesforce will now link the Campaign to the final sales amount on the Opportunity. We just need to follow Salesforce’s mandatory best practices for custom code:

  1. Setup a developer sandbox
  2. Write a custom code trigger
  3. Write the custom code logic
  4. Write tests that cover 75% of the trigger and code
  5. Make sure it works for bulk updates and uploads
  6. Create a change set and deploy it to production

Measure Campaign Influence and ROI

As our emails warm up cold customers and win deals, we can see the results on the Campaign:

What Converts Leads into Customers 4A detailed list of the sales resulting from this email are in the standard Campaign Influence report:

What Converts Leads into Customers 5With a cost of $10,000 to setup the email workflows and custom code, this Campaign reached an ROI of 500% with just one sale!

Which Email Marketing Converts Leads into Customers?

In summary, Salesforce’s automated emails are a powerful tool for warming up cold leads. But tracking their influence on sales is hard. I showed you how to setup a Campaign for each email workflow, and automatically capture email responses with a custom code trigger. The final result was a comprehensive ROI calculation highlighting which emails influenced increased sales.

How will you measure sales from automated email marketing in Salesforce? If you need help implementing solutions like this, you can work directly with me.

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