Articles, Digital Marketing, Email Marketing

Why Your Email Marketing and CRM System Should Be Best Friends

Your CRM system is a treasure trove of customer data, audience insights, and marketing opportunities. This rich data allows you to track the touchpoints in a customer’s journey, which can help you build better relationships with potential and existing customers. 

But you probably know this, right? You’re all over CRMs, and you’re likely using one right now to manage your customer database. But have you hooked up your CRM to your email marketing system? This integration is easier than you think and it has the power to supercharge your email marketing campaigns.

How exactly? We’re here to tell you!

Streamlines Your Marketing Efforts

The problem with having too many tools in your tech stack is that it can often hinder the success of the marketing goals you initially set out to achieve. Thanks to the help of integrations, there’s no more jumping from platform to platform to track your customer interactions. 

In the age of data-driven marketing and tech innovations, it’s all about working smarter, not harder. Email marketing and CRM platforms can be used together to organise your contacts, automate your campaigns, safely store all your customer data, and the best bit–help you market better and more efficiently.

Gives an Overview of the Customer Journey

Once your CRM and email marketing system are talking to each other, you can better track every stage of the customer journey. This kind of data will help you make better-informed decisions when it comes to your email campaigns, list segmentation, email content and automation triggers.

A lot of marketers struggle to accurately track the customer journey, with key metrics like conversions and ROI becoming unclear or incorrectly attributed. These blindspots not only inhibit the success of future campaigns but can also lead to wasted budget.

Attribution is one of the best ways to know what is helping to drive customers to take action. With the two integrated, you can immediately track opens, clicks and the specific actions a prospect takes before converting.

Make it Easy to Personalise Emails

Personalisation is key for improving your email open and engagement rates. The customer data in your CRM is going to help you better personalise your emails and deliver value to your customers and leads. In fact, 88% of email recipients say they are more likely to respond to an email positively if it looks like it has been specifically created for them.

People are more likely to take notice and keep listening when something speaks to them directly. And no, it’s not just about using their first name in the subject line. You should be using personalisation at every step, from email designs, imagery, call to actions, and special offers. 

This is particularly important for small businesses trying to engage their contacts; you’ll need to give them every reason to choose you over the competition.

Boosts Your Sales & Conversions

Sending more targeted emails has the potential to boost sales and conversions. 81% of small businesses already rely on email as their primary customer acquisition channel. With your CRM and email platform connected, you can see the exact value of your emails. You can track how many emails convert into sales or conversions and which emails perform the best.

If you are an eCommerce business, the customer data in your CRM can directly feed into email automation, triggering special offers and promotional emails, abandoned cart emails, and referral rewards, all of which can boost sales. To do this, you can tap into your segmented audiences and behavioural data in your CRM system.

It’s also perfect for lead nurturing. Your data allows you to do things like run re-engagement campaigns for inactive subscribers, post-event campaigns, automated welcome series’, or knowledge series’ of high-value content.


There are plenty of other reasons why your email marketing and CRM system can be the best of friends, but we don’t want to keep you all day.

These are just the main benefits and why businesses should care about integrating these two systems. But the most compelling for a lot of businesses? Efficiency. Less time trying to track and optimise your direct email marketing efforts means more time for running your business.

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