Pipedrive Unveils New Email Marketing Campaign Features

Pipedrive has been quite well known as a sales and CRM platform for some time. However, its users will now get a brand new toolkit to up their marketing game. 

Pipedrive has launched Campaigns by Pipedrive. It’s a series of tools for email marketing, including templates, a drag and drop campaign builder, audience segmentation, analytics and more.

Background on Pipedrive

Pipedrive has its origins back in 2010, meaning it wasn’t so quick out of the gates when digital business tools were first hitting markets, but it’s been around long enough now to have earned its place at the table of serious work SaaS.

Pipedrive began putting all of its efforts into being a sales CRM tool. This meant it was a great way to organize all of your contacts in such a way so as to help you nurture as many as possible down the sales funnel, turning contacts into customers, and potentially, voluntary brand ambassadors.

The sales features of Pipedrive put a lot of emphasis on sales force automation, which allowed sales reps to use triggered workflows for regularly repeating tasks. That freed up their time to focus on the advanced human work of selling and nurturing leads. 

Pipedrive sales CRM tools did include some basic email functionality. Pipedrive’s email sales tools were mostly meant to help salespeople keep in touch with leads, suggesting optimal times to follow up to make sure these leads don’t forget about your brand or products or drop out of the sales pipeline.

The idea was that automation, and email tools, were mostly about making connections, closing deals, and boosting ROI: in other words, the work of sales.

Now, with these new tools, Pipedrive can not only help close deals, but open up more opportunities for deals to begin with: in other words, the work of marketing.

Can’t sell before you market

In the past, Pipedrive users may have used other marketing tools to build marketing campaigns and do email marketing in general. Indeed, Pipedrive has many native integrations with email marketing apps, like SendPulse, Mailshake, ActiveDemand, Drip and Mailjet.

No longer will users need to jockey between apps and dashboards for their marketing needs with Pipedrive’s new features for building, sending and tracking email marketing campaigns. You can use whatever email app you’ve been previously using to work with Pipedrive, like Outlook or Gmail. 

Let’s take a closer look at what is on offer.

Build your emails

To create and design marketing emails, Pipedrive provides a library of email templates to pick and choose from. Many of these templates will already look and feel great for your purposes, as they’ve been designed with a marketer’s eye for attractiveness and clarity, and with the top goal of getting more clicks. 

However, you can also customize the templates with a drag and drop builder, which will also be necessary for inserting in your own content like copy or art.

Know your audience

The old days of blasting a TV ad or putting out a full-page ad in the paper for all to see are over. We don’t all want or need the same messaging, and Pipedrive’s new email tools help with this. Pipedrive understands all the data on your contacts and can use this to create audience segmentation, where the right kinds of people get the right kind of personalized messaging.

Not only will Pipedrive segment your audience, but it can also make recommendations as to the best time to send out your marketing emails. Customizable messages can be sent at the recipient’s ideal time to check them out, optimizing your chances of getting those emails opened and read. 

Nurture your leads

Pipedrive helps you pull all sorts of valuable data on your contacts and leads. Depending on what’s available online, this can include information on age, location, job, company, as well as things like which device they often use to check emails and the usual times of day they do this. 

Based on this data, when a contact responds to an email campaign, Pipedrive can determine if one of your sales reps is more optimally suited to work with this lead, and then Pipedrive will route this lead to that rep. It can be based on the rep’s areas of expertise, or if the rep has common areas with the lead (eg: born in the same state, both speak the same language). 

Of course, if a rep has already dealt with a lead before and they have a good rapport, Pipedrive will make that connection too.

See what’s hot

Pipedrive makes it easy to brand various leads and opportunities based on the priority associated with the potential deal, or based on how big the deal can be, or how likely (or unlikely) the deal is to close.

You can add labels to your leads determining whether they are cold leads or hot leads. This is quite useful to manage your sales teams’ division of labor, whereby you can decide if it’s worthwhile to spend more time and energy on winning over cold leads with big payoffs, or if your team should focus on speedily closing as many easy hot leads as possible.

Analyze that data

Pipedrive already offered good analytics and reporting on their sales automation workflows and other functionalities. Now, that applies to their new email marketing campaign tools.

You can get instant dashboard reporting on the most key stats to see how well your marketing campaign is faring. These include: open rates, click rates and click-through rates. You can also get more thorough analysis on your campaigns which show you total deliveries versus bounce rates, the number of times a recipient sent your email to spam, or used it to unsubscribe from your mailing list.

The reporting dashboards also make use of great visual charts and graphs. They can clearly lay out data about your email marketing campaign’s performance over time, or its engagements based on map-based geolocating. 

Campaigning Pipedrive-style

Campaigns by Pipedrive is definitely going to add a few stars to the platform's ratings, as more and more users want to have a total unified marketing and sales toolkit. This will bring Pipedrive that much closer in competition with such celebrity SaaS products like Salesforce, HubSpot and Zoho. 

Pipedrive was already a great tool for sales reps to nurture leads through the pipeline. Now, it’s going to be a great tool to attract and provide new contacts to sales with their email marketing suite. 

More contacts means more leads means more opportunities means more bang for your business-SaaS buck.