Need Smarter Way to Send Repeat (Yet Changing) Content in Emails
Hopefully, someone here has a solution or is dealing with the same thing - Zoho support doesn't seem to understand what I'm trying to accomplish. I'm trying to find an easy way to update a section of all CRM templates at once or use another Zoho tool that offers some kind of dynamic field to handle my messages instead.
Background: We sell one core product and about a dozen add-ons to that product. We beat our competitor's pricing by a mile on all of it, so we like to include pricing in 99% of our sales-related emails.
Tools: We have Zoho One, so we can use anything in the Zoho suite to accomplish this. Right now, these processes are handled through Zoho CRM using Contacts, Deals, and Templates.
Flow: A typical client flow might look something like this:
- A prospect expresses interest in our core product. We add them to CRM as a Contact, then create a Deal. The first email they receive is sent via a Deals CRM Template that says something akin to: "Here's what we do. Our core option is only $X. We also have "B Add-on" for $X, "C Add-on" for $X, and "D Add-on" for $X. When are you free for a consult?"
- The prospect responds and has a consult. They're only interested in the core option and "B Add-on." Our sales guru grabs the next template in the series. It's a Deals CRM Template that says something like: "It was great meeting you. As discussed, the Core Option is $X and "B Add-on" is $X - a huge savings over what you're paying now. Here's how to sign up." That template actually lists out all the pricing for everything, but the salesperson deletes the products the person isn't interested in.
- A week goes by and the prospect doesn't take action. The sales guru grabs the third Deals CRM Template, which says something like: "I'm afraid if you don't lock in Core Option at $X now, you'll miss out on your special pricing. Please sign up before the end of the week."
- The prospect takes action, but only signs up for the Core Option. The Deal is closed.
- A month later, we realize the new client is opening a lot of messages related to "B Add-on" and clicking to read more info. Sales doesn't feel like the client is warm enough to create a Deal, so from the Contacts, they grab yet another CRM template (now the 4th) that says: "We previously spoke about "B Add-on." As you know, it can help you a lot and is only $X. I'd like to set aside some time to discuss your questions about it. When are you free?" (Again, this template actually includes all the add-ons and their pricing. The sales guru just deletes the information that is not relevant to this client.)
- The client responds that they are interested in "B Add-on" and agrees to a phone call. The sales guru then creates a Deal. The two talk. The client indicates they want "B Add-on." The sales guru then grabs a fifth CRM Template in Deals that says something like: "I'm excited you're ready to move forward and help your business. As discussed, "B Add-on" is only $X. Here's how to sign up." (Again, this template actually includes all the add-ons and their pricing. The sales guru just deletes the information that is not relevant to this client.)
This all works well. Our clients and prospects receive messages that fit their stage in the journey and it helps considerably with conversions. BUT, as you can see, I've already mentioned five different templates that include pricing. In reality, we have probably 20ish that all do the same thing and are tailored to different stages of the journey or different buyer personas.
The real issue comes in when the pricing on one product changes. I literally have to go through all of the templates and manually edit it on all of them. It's time-consuming and error-prone. Sometimes I miskey something. Sometimes I miss a template. Last week, I got word I needed to change the price breakdown on one product. I spent an hour fixing all the templates. The next day, I got word I needed to increase the price on something else by $10. Another hour gone.
I looked into Estimates, but those only seem to work with either Deals or Contacts and I'm not sure it's a good fit regardless.
Something similar to merge fields has the potential to work, but I don't want to store pricing info inside each Contact and then have to update all of those every time. Furthermore, the price of a product is the price of a product. It doesn't change based on the client and adding a bazillion fields to contacts would make CRM messy anyway.
Zoho support said something about using Subscriptions. We do already use it but the clients do not interact with it. Our Sales person has it set up with a gazillion packages to represent every possible combination of products at every price we've ever had so clients only get billed once per month. Furthermore, we don't want to give package pricing on our emails. We're really only interested in conveying the value of the item they're interested in that moment and sending them to a written contract.
There has to be a way to include dynamic content in emails somehow. Anyone have a solution?
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