CRM and email marketing: how to integrate strategies to sell more?

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Have you ever thought that the integration between CRM and email marketing strategies can boost your prospecting results and, consequently, your sales?

Key takeaways from this article:
A CRM system is a customer relationship management platform used to centralize data, purchase history, and customer interactions. Learn more in Advantages of CRM: how to use CRM in your company and sell more
The main features of CRM involve: managing customer data, recording and controlling sales activities, scheduling follow-ups and customer segmentation.
Email marketing , in turn, is a marketing strategy that uses email communication to segmented lists of customers or leads.
Email marketing is widely used by companies and can be a fundamental part of lead generation and nurturing, prospecting, customer retention and content marketing strategies .
Integrating CRM and email marketing allows you to segment customers and personalize approaches more assertively, automate marketing and generate optimized analyses of campaigns and sales results.
If you already use email marketing to generate sales, you need a CRM to integrate your campaigns and monitor results. TRY AGENDOR FOR FREE and discover all the integration possibilities with our platform!
Integration with email marketing is an essential practice to strengthen CRM, collecting and managing a more accurate database about customers.

This makes it possible to create even more personalized segmentations and establish even stronger relationships.

But all of this is only possible if you have the help of technology in this process.

Read on to find out exactly how to do this!

What is CRM?
A CRM ( Customer Relationship Management ) system is a customer relationship management platform used to centralize data and purchase and interaction histories, aiming to build a solid and lasting relationship.

Among the various resources provided by CRM, we can mention the following as the main functionalities:

management of customer data;
registration and control of sales activities;
scheduling follow-ups;
customer segmentation ;
sales automation;
reports and dashboards with commercial indicators;
sales funnel management;
optimization of communication with the customer.
With this concept in mind, it will be easier to understand the relationship between CRM and email marketing.

But, before we discuss the characteristics of this relationship, let’s remember what email marketing is.

See also the main benefits of CRM in companies:


What is email marketing?
Some people say that email marketing no longer provides significant results for organizations. How wrong they are!

A survey by Statista revealed that 8.32 billion marketing emails are sent every day in Brazil .

What's more: according to GetResponse , the email open rate in Brazil is 20.39% and the unsubscribe rate is around 0.12% .

Of course, this strategy is efficient in different ways, varying from business to business.

The fact is that email marketing is not outdated, so it is interesting to count on this strategy as part turkey mobile phone numbers database of your company's customer acquisition and prospecting .

But, after all, what is email marketing?

Email marketing is a marketing strategy that uses email communication to segmented lists of customers or leads. These emails are sent with the aim of capturing new customers and nurturing relationships with active customers, with a focus on engagement and loyalty.

In this sense, email marketing is widely used by companies and can be a fundamental part of strategies for:

lead generation;
lead nurturing ;
prospecting;
retention;
content marketing;
customer engagement.
Are you clear on the concepts of CRM and email marketing?

Finally, let's understand the relationship between these two strategies.

What is the relationship between CRM and email marketing?
CRM and email marketing are distinct concepts, but when used together, they can significantly improve the results of sending messages!

Understand, in the following lines, how the integration between CRM and email marketing can generate benefits for organizations.

More assertive customer segmentation and customizations
CRM contains all customer information and history centralized in one place.

If the data organization is properly parameterized and updated, it is possible to use CRM filters to create segmented lists based on your criteria of interest and use them to send marketing emails.

Let's assume that the objective is to send a marketing email to all the customers that you were unable to convert because they claimed that the value of the product or service was beyond their budget.

Your company has launched a very attractive end-of-year promotional campaign, so it's only fair to inform decision-makers about unconverted sales opportunities about the discounts.

You can use the Lost Deals and Lost Deal Reasons filters to identify these customers. Use the pricing variable as the lost deal reason you want to analyze.

As a result, you will have a complete list of all the customers you lost due to pricing.

You can even use more precise filters to further segment your list, such as:

date of last update of the registration;
purchasing potential ranking;
location;
business lost in the last three months.
The more variables you include in your CRM's customer search, the greater the level of personalization you can offer in your email marketing strategy and, therefore, you can achieve better open rate results.

Marketing automation
Integrating CRM with email marketing tools also allows automation to be implemented in the routine of marketing teams.

With this integration, it is possible to create automation flows, send emails automatically according to lead conversion and define specific triggers to personalize communication with the customer .

For example: when a new lead registers on a website form, the CRM can capture this information and automatically trigger a welcome email flow.

These emails can include information about your company, benefits of products and services, testimonials from satisfied customers, or offer relevant content to help the lead on their purchasing journey.

This means that CRM and email marketing platforms can exchange data in a synchronized manner and keep customer and lead histories always up to date.

Optimized analysis of marketing campaigns and sales results
Finally, the relationship between CRM and email marketing is also beneficial for companies because this integration can generate optimized analyses of marketing campaigns and sales results.

This means you can track and analyze campaign metrics and KPIs, such as open rate, click-through rate, conversion rate, and revenue generated.

This data is automatically sent and recorded in the CRM, allowing a comprehensive view of the performance of the email marketing campaigns you send!

Furthermore, another important aspect of the analysis of results generated by this integration is the possibility of monitoring the sales results that were achieved from each email marketing campaign .

For example, if a customer clicks on a link in an email, is directed to the sales team and makes a purchase, this information is recorded in the CRM. This helps to understand which campaigns are generating real results in terms of sales.

This way, you can identify bottlenecks in marketing campaigns and improve them even further.

If you already send email marketing to generate sales, you need to know about Agendor's CRM to integrate your campaigns and monitor results!