CRM Email Marketing: Definition, Benefits and Software

By Indeed Editorial Team

Updated July 21, 2022 | Published May 17, 2021

Updated July 21, 2022

Published May 17, 2021

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

There are various technological tools that sales and marketing teams can use to automate systems and accomplish their aligned goals. Many companies have integrated customer relationship management (CRM) software to optimize their workflow, collect data and establish more effective, personalized business connections with customers. Marketing teams can use CRM tools strategically to supplement email marketing initiatives and increase their overall efficacy in attracting customers.

In this article, we outline what CRM email marketing is, review its primary benefits, explore some marketing services you can use and explain how to use this marketing strategy effectively.

What is CRM email marketing?

Customer relationship management (CRM) email marketing is a type of direct marketing strategy that uses specific software, tools and information databases to provide tailored email marketing experiences to potential customers. More generally, CRM involves the activities and technologies professionals use to manage ongoing customer relationships.

With these tools and processes, marketers can organize data, gain an understanding of customer preferences, form positive relationships and improve customer interactions. CRM email marketing focuses heavily on connecting with specific individuals—or, in the case of business-to-business (B2B) marketing, individual companies—instead of larger audiences.

General email marketing has become a popular strategy businesses employ across various industries. This is because many consumers prefer companies to contact them through email channels rather than through traditional methods like phone calls, direct mail and sales presentations. Consumers also typically prefer email marketing tactics to those implemented on social media platforms.

This is especially true when it comes to high-profile buyers interested in making large or luxury purchases. Therefore, CRM software can optimize email marketing approaches and help companies generate more sales leads, target specific customers and accomplish goals of advancement.

Related: What Is a Customer Relationship Management (CRM) System?

What is CRM email automation?

CRM email automation is a key component of a CRM email marketing strategy. It involves the way companies can automate certain email-related tasks based on rules that can help companies focus on larger initiatives.

For example, if a customer clicks on a certain product while logged into a company’s website, CRM software can offer them reminders later in the day if they don’t purchase the products they browsed. Automated tasks might also look like scheduled emails, personalized notifications or sales reminders to target specific customers.

Related: Everything You Need To Know About Sales Automation

Benefits of CRM email marketing

Since email marketing is a strategic pathway that many companies use to reach and connect with potential customers, automating such processes using CRM tools can be incredibly helpful. There are various benefits to using CRM tools to manage your organization's email marketing campaigns, including:

  • Improved data organization: CRM software tools allow sales and marketing professionals to gather customer data and organize it in a single location. This can help streamline various processes from which systems can gain additional data, including email marketing.

  • Personalized communication: Email marketing is generally an individualized effort that focuses on an individual customer or company. With CRM, sales and marketing professionals can maximize the personalization of their communication, which may lead to higher rates of success.

  • Increased productivity: When professionals use CRM software to implement email marketing campaigns, they can perform all associated tasks within a single system, rather than oscillating between external email platforms and databases. This can save a significant amount of time and boost productivity overall.

  • Internal transparency: CRM databases offer transparency otherwise impossible when using external email systems. With CRM, full teams can view correspondence between sales professionals, marketing teams and the customers they're targeting and use such information to optimize their own activities.

Related: Q&A: What Is Email Marketing?

Email marketing services with CRM

Here are some common email marketing services with CRM you might explore:

  • Sendinblue: Sendinblue is a marketing software that allows you to schedule, personalize and automate emails to your customers. For example, you can automate resending an email to customers who don’t open your email the first time.

  • Zoho CRM: Zoho CRM is a full-service software that allows you to market to customers across various methods beyond email. This also connects to other databases and productivity apps to show trends and adjust employee actions.

  • Freshsales: Freshsales is a tool that helps you customize the unique emails you send to customers and groups. It provides you with the needed context to better personalize your emails to improve sales.

  • HubSpot: HubSpot offers a full CRM suite that allows you to send emails to customers and track customer behavior. It captures customer actions and allows you to log sales automatically.

How to use CRM email marketing

There are various ways to approach CRM email marketing initiatives depending on situational factors like a company's specific industry, the type of customers it works with and how many campaigns it plans to launch. With these factors in mind, though, there are a few fundamental steps you can take to implement CRM email marketing into your overall approach:

1. Choose a CRM tool that fits your organizational needs

In order to begin using CRM email marketing, you need to first select a CRM tool that fits the needs of your organization's sales and marketing departments. There are various CRM software tools currently available that provide varying features.

It may be helpful to examine the specific features each tool offers for email marketing to ensure that the system you choose allows you to reach specific goals. For instance, you can compare the templates, formatting, lead scoring capabilities, tracking systems and integrated features of each CRM tool to see which works best.

Related: 7 Ways To Use Customer Relationship Management

2. Collect customer data and input it into the CRM system

Once you've selected a CRM system to use, you can begin to collect customer data and input it into the system. This is an important part of CRM email marketing, as possessing comprehensive customer data can help marketing teams offer more effective and personalized communications.

Therefore, attempt to set up passive data collection processes within your CRM system. From here, transfer any existing data to the system prior to starting your email campaign so that key information will be accessible in a single location.

3. Design an email marketing campaign test using integrated features

With access to a significant amount of customer data, you can design an email marketing campaign test using the integrated features your CRM system offers. This is your opportunity to experiment using alternative approaches made possible by the CRM system's features.

To optimize your test and gather the best insights from it, consider isolating specific features you think will be especially useful in improving sales and marketing engagement.

Related: 15 Email Marketing Services To Grow Your Business in 2022

4. Launch your test, gather insights and iterate on it

Once you've designed your email marketing campaign test using the integrated features your CRM system offers, you can launch the test and gather insights from it. The insights you gain may show you the campaign's success through metrics like click-through rate, open rate and others.

These metrics can help you determine whether you need to make shifts to your email marketing approach and what CRM features you can use to enhance your approach. From here, you can create iterations of your test campaign by using the tactics that worked and introducing new ones to replace those that didn't.

Related: Customer Insights: Definition, Benefits and Steps

5. Optimize your approach and implement various email strategies

As you gain more insights into your email marketing campaign success and your customers' engagement, you can optimize your approach to hit certain targets. With more knowledge and a strengthened approach, you may be able to implement various email strategies to target the specific needs of individual customers. These strategies can enable you to discover even more insights through the CRM system's passive data collection, which in turn may benefit your overall approach.‌

Please note that none of the companies mentioned in this article are affiliated with Indeed.

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