Recently Andrew Robinson wrote about how to use follow up email to increase your ROI. As he discussed, implementing follow up email messages into your email marketing campaigns can achieve excellent results with minimal time and effort. Follow up emails can increase open rates and clickthrough rates, web sessions and sales. In this post I will elaborate more on the how and why of this strategy, including more real results.

Many organizations use a customer relationship management system for the purpose of tracking individual customer activities, including the frequency with which their sales representatives contact them. If you’re one of these organizations, have you ever considered integrating your CRM directly with your email marketing platform? The benefits of a successful CRM integration can be huge.