CRM and marketing automation with Zoho: newsletters at a 30% open rate
Selecting and rolling out Zoho One, automations for the sales network, newsletters with a 30% open rate and 10% conversion, and a new ecommerce site.
- Year
- 2024
- Role
- Digital Marketing Manager
- Client
- Gifran
- Tools
- Zoho One · Zoho Campaigns · LinkedIn Sales Navigator
Human experience
I knew the sales network and its rhythm: I chose a CRM the agents would actually use, designed the workflows with them and coordinated external agencies on the website, catalogues and visual identity.
How I’d do it today
Today I would pair Zoho with AI to write newsletter variants for each segment, score leads based on behaviour and prepare a summary of customers to call back for every agent.
Result
30%newsletter open rate
- 10%
email campaign conversion
Context
Gifran supplies workplace products to businesses through a network of sales agents. Contacts, deals and communications were scattered across different tools.
Goal
Give the sales network a single CRM and turn email and newsletters into a channel that brings in leads and orders.
Approach
I selected and implemented Zoho One and designed the marketing automation workflows supporting the agents. I ran email marketing and newsletters with Zoho Campaigns, LinkedIn and Sales Navigator, webinars, the new ecommerce website, the visual identity and the catalogues, coordinating the external agencies.
Today, with AI
Today I would add AI where it saves agents time: newsletter variants for each segment, lead scoring based on opens and clicks, and a weekly summary of customers to call back, right inside the CRM.
Results
Newsletters reached a 30% open rate and email campaigns a 10% conversion rate, with the whole sales network working in the same CRM.
