Email marketing integrates with customer relationship management -


Using CRM and email marketing tools together can help you create targeted, personalized campaigns.

  • Customer relationship management (CRM) software helps your business organize and optimize relationships with your existing and potential customers.
  • Email marketing and CRM platforms can be used together to organize contacts, automate campaigns and store customer data.
  • The benefits of using CRM-enabled email marketing software include having a central data hub about leads and customers, delivering personalized content, and the ability to easily track customer engagement.
  • This article is for small business owners and marketers who want to improve their customer relationships and optimize their email marketing campaigns at the same time.

Email marketing is one of the most popular forms of marketing today, with over 3.9 billion active users around the world. It is a great way to reach your customers, offering endless ways to provide information. One of the best ways to ensure that you are sending the right content to the right people is combining your email marketing tool with a customer relationship management (CRM) solution. Read on to learn how CRMs can benefit your email marketing efforts, the benefits that a CRM-enabled email marketing tool can offer your small business and some of the best all-in-one platforms.

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How does a CRM system work with email marketing?

CRM is a useful tool in email marketing, where personalizing content to suit your audience is key to success. CRM software provides much of the data and information that makes targeted email marketing campaigns possible. CRM email marketing places the focus on the email recipient, rather than a large, generic audience, which helps drive better profits and creates more engaged customers.

Many email marketing platforms either integrate with or have their own CRM built into their software. CRM software will work with email marketing by:

  • Syncing lead and customer information with other systems
  • Sending automated internal alerts for things like scheduled calls or sending follow-up emails
  • Showing where an individual customer is in the sales funnel
  • Tracking a customer's history with your business
  • Identifying a potential customer within the funnel
  • Providing detailed information that allows the company to create personalized email marketing campaigns

"A CRM helps you customize and automate email marketing campaigns to work more efficiently," said Tom Winter, chief revenue officer and co-founder of DevSkiller. "Email marketing is a tedious process, and letting your CRM handle the brunt of the mass emailing saves a lot of time. CRMs nowadays use AI and support omnichannel communication, which is great for boosting customer service."

Key takeaway: A CRM provides customer data and information that is used to inform a personalized email marketing campaign.

Why are email and CRM important for marketers?

Email marketing is a mainstay of the marketing world, despite rumors that it would be shouldered out by social media marketing. The email marketing industry has steadily grown, and it is estimated that there will be 4.3 billion global email users by 2023. CRM is also experiencing significant growth, taking the top spot as the largest software market in the world.

As a marketer, it is vital that you incorporate both CRM and email marketing into your overall marketing strategy. Together, they provide valuable knowledge, resources, and tools for getting your content and message out to the right audiences.

"A CRM simply holds the contact record – name, company info, correspondence, etc.," said Logan Mayville, business development and marketing specialist at Post Modern Marketing.  "Marketing automation allows you to program actions (email, text, web pages) based on that record. You need both to be successful." 

The primary purpose of a CRM is to manage and improve your business's relationship with your customers, and a solid customer relationship boosts your business's success. A CRM collects information about every customer and every lead, such as which products they buy most, how often they contact your company, whom they speak to, what they click on and more.

You can then use this detailed information to send targeted email campaigns that show the customer a related product they might be interested in or alert them to something left behind in their cart. It can also inform you about where gaps exist in your sales funnel.

Key takeaway: Email marketing and CRM present an opportunity for marketers to find and engage directly with customers through targeted campaigns that drive conversions.

What are the benefits of using a CRM for email marketing?

Using a CRM-enabled email marketing platform (or an email marketing platform that integrates with a CRM) can provide numerous benefits for your business, such as providing a centralized data hub and the ability to connect your information to your marketing channels.

Central place for audience data

Using an email marketing platform with a CRM provides a single, centralized storage hub for all of your customer data, which can then be accessed by anyone who needs it in your organization, from sales to marketing. The CRM stores contact information, phone calls, sales activity, customer notes, user behavior and more, and can reveal patterns and key findings about your customers.

Easy connection to marketing channels

If your customer data is stored in a separate place from your marketing channels, it can be difficult to convert your customer insights into actionable tasks, like personalized communication or segmentation. It also increases the risk of getting lost. A CRM that is integrated or built into your email marketing platform ensures that all of these functions work together while providing you with the information you need.

Clear picture of your audience

With your customer data in one place, it's easier to see who your audience is and what they want from you. You can track all of your customer interactions and see which strategies work, which ones don't, and areas where your business can grow and evolve.

Targeted, personalized campaigns

The most effective email marketing campaigns are those that are tailored to their audience's individual interests and preferences. A CRM makes doing that easy by automatically collecting, organizing, and storing pertinent user data.

Easy to create appealing, responsive emails

A CRM-enabled email marketing tool provides easily customizable email templates that are responsive across every device, whether the customer is using a mobile phone, tablet or computer. This is vital for a consistent, engaging user experience and can help boost your campaign engagement.

Key takeaway: The benefits of using CRM for email marketing include targeted campaigns, easy connection with marketing channels and knowing who your audience is.


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