Many organizations use a customer relationship management system for the purpose of tracking individual customer activities, including the frequency with which their sales representatives contact them. If you’re one of these organizations, have you ever considered integrating your CRM directly with your email marketing platform? The benefits of a successful CRM integration can be huge.

Below are some quick points to consider if you’re unsure about whether integrating your CRM system and email marketing software would benefit your company:

• Send mass emails that dynamically pull in sales rep information. And if the recipient interacts with the email, that data can be pulled into the individual’s CRM record
• Send triggered and personalized email messages based on customer activity – i.e. last purchase date, most recent product purchase, etc.
• Create emails that are as robust as what you can produce with your email marketing platform – instead of what is out-of-the-box from your CRM
• Provide your sales team with a robust email template that sets a consistent tone and branding through each communication
• Keep your sales department informed about mass email marketing communications that are sent out, to prevent redundancies in messaging, and allow them to further leverage the topics of those communications
  
  

So with the above in mind, consider if the time it takes to put this integration in place will be beneficial to your business needs. Depending on your CRM system and email marketing tools, the integration requirements can vary. Be sure to take the time to do your research so you have a strong understanding of the capabilities, possibilities, and the man-power needed to deploy.

For more information I also recommend reading:

• For Best Results, Integrate Your Email Marketing & CRM Databases
• Your Prospects Want You to Integrate Your CRM & Email Marketing Too
   

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About The Author

Ghia Espino is an account manager at Lyris. She strategizes with clients to improve their online marketing performance and works as their Lyris advocate.

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