CRM and email marketing work perfectly together. It’s almost as if CRM (Customer Relationship Management) was created specifically to allow email marketing to shine. Let us explain this statement.

A common problem companies had when developing email marketing strategies (as with most marketing strategies) was how to personalise and automate the process. And that’s where CRM comes in.

If you want your emails to generate new leads, have a high ROI (return on investment) and improve the overall customer experience, CRM is for you.

In this article, we will take a look at the benefits of using CRM and email marketing together. By the end of this 5-minute read, you’ll know how to combine these two marketing strategies.

How can CRM Improve your Email Marketing Strategies

In a few words, email marketing is a very effective marketing strategy that businesses use to interact with their customers through email. You can now optimise email marketing with tools like CRM software.

But what exactly is CRM? By definition, a CRM system is a type of technology that allows you to improve your relationships with existing customers and identify potential leads.

Nothing is left out of CRM systems from sales and contact management to productivity and customer support. So, it is obvious that CRM and email marketing, when combined, become very powerful for businesses. To be precise, by integrating CRM with email marketing, you can achieve the following:

  1. Optimise your sales communication based on specific customer data
  2. Optimise your marketing communication by using specific customer data
  3. Send follow-ups and create personalised communication journeys
  4. Automate the email creation with pre-built templates

The great thing about CRM in email marketing is that it can be used for pre- and post-transaction emails.

Email Type Timeframe Common Uses
Pre-transaction email Inform the customer (prior to the purchase) Reminder emails, storytelling, sponsorship emails, lead nurturing emails
Post-transaction email Create loyal customers (after the purchase) Follow-up emails (welcome emails, transactional emails, newsletters,  re-engagement emails, product/subscription extensions)

Pre-transaction vs post-transaction emails

6 Ways to Integrate CRM With Email Marketing

Now that we have figured out why integrating CRM with email marketing is a very smart tactic, let us take a look at how you can actually do it. There are 6 key ways to use CRM to optimise your email marketing strategies:

1. Utilise Third-party Software

In recent years, top-notch CRM-based tools have been developed. With such software, you can use pre-made email templates, create detailed user personas and fully automate your email marketing campaigns.

Best of all, you do not need any programming skills to use this type of CRM software. Although there are many CRM systems on the market, we have found that the most reliable and powerful ones are:

  1. Keap
  2. Sendinblue
  3. Benchmark Email
  4. Hubspot
  5. Zoho
  6. Freshworks
  7. Engagebay
  8. Salesforce

Of course, you need the right personnel (e.g a professional marketing consultant) to fully exploit the possibilities of such CRM software and we don’t recommend setting it up in-house without the right IT resources.

2. Personalise your Email Marketing

If you use any of the above tools, you will be able to personalise your emails. Personalisation is one of the reasons why email marketing is considered more efficient than social media in 2022, especially when it comes to ROI.

With CRM, you have the ability to collect customer data from multiple channels and create a unique communication journey with each customer. This is simply the best way to generate new leads, but also to build a deeper relationship with your loyal customers.

3. Boost Lead Nurturing

Let us first define what Lead Nurturing is. Simply put, lead nurturing is a tactic that marketers use to help customers move from thinking about buying a product or service to actually buying it.

In the lead funnel, this means a user moves from the consideration phase to the decision phase. Email marketing is one of the most effective ways to achieve this.

So when you combine email marketing with CRM tools, you have all the data you need to convert the user’s interest into a final purchase.

4. Automate your Email Marketing Strategy

Automating the process is another way to use CRM and email marketing together. With a powerful CRM system, you can use pre-built email templates and data to organise your customer interactions. It makes setting up reminder emails and newsletters very easy.

All your emails are now based on data collected from previous interactions with a customer, product inquiries, previous purchases and more. For this reason, CRM tools are very effective when it comes to saving time and money in the long run.

Not only do they personalise the emails you send to your customers (to increase sales), but they also save valuable time in the process.

5. Use CRM Analytics to Offer Better Customer Service

The power of analytics cannot be underestimated in today’s business world. With the right CRM software, you have access to valuable data that you can use to monitor your emails. This way, you can determine which approaches are working and which are not.

This will result in you being able to offer better services to your customers. By keeping track of your customers’ interactions, you ensure that your team is taking good care of them, therefore improving your employees’ productivity.

6. Detect Upsell Opportunities

Last but not least, combining email marketing and CRM helps you nurture your existing clients. Although generating new leads is equally important, building trust with your loyal customers is a great way to increase your sales.

In addition, customer referral systems are one of the best ways to generate new sales and increase your customer retention rate. Therefore, combining email marketing, CRM and customer referrals leads to comprehensive, effective strategies. 

Wrap Up

In this article, we explored how important it is for businesses to use CRM and email marketing together. In fact, if you want to improve your customer management systems, automate and personalise your emails, and find new upsell opportunities, this is the best way to do it.

Hiring a professional consultant who has the essential marketing skills will help you combine such strategies quickly and efficiently.

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