CRM and Email Marketing
In 2025, staying connected with your customers, leads, and past clients through one of the most effective communication channels, email, is essential. Both CRM systems and email marketing software provide transparency and insights that help you stay ahead of the competition.
Email marketing is a cost-effective and powerful way to deliver visually engaging content to your carefully acquired contact lists. From company news and product updates to automated satisfaction surveys, an email marketing platform is a must-have, saving you significant time and money.
A Customer Relationship Management (CRM) system is the brains behind the operation, securely storing every piece of information you need for your day-to-day tasks in one secure, easily accessible location. With limitless options of adaptability to fit your unique business processes, it’s no wonder more organisations are embracing these systems.
So, how do these two tools go hand-in-hand? The connection is deeper than you think. Continue reading to discover how integrating your CRM system and email marketing software can take your business to the next level.
Benefits of integrating CRM and Email Marketing software
Integrating an email marketing tool with your CRM unlocks seamless access to mailing lists, enhances visibility into your most engaged customers, and even offers detailed insights such as the exact minute an email was opened. This powerful combination ensures your marketing efforts are both data-driven and personalised, maximising the impact of future campaigns. But how does this integration benefit your business?
1. Streamlines communications
Communications can often hit a wall when team members are too busy, unavailable, or forget the information that you need. CRM and email marketing integration addresses this by not only syncing both platforms regularly, but having spaces and allocated modules to store important company information.
2. Improves personalisation
When your CRM and email marketing platform work together, your communications become more personalised and engaging for the reader. Leveraging CRM data to build contact lists enables you to include dynamic content in your email campaigns. For example, if a customer’s contract is nearing renewal, you can use fields like first_name, renewal_day, and renewal_month to craft messages such as: “Hi Ben, your renewal is coming up soon on 26th January.” This level of personalisation makes your emails more relevant and impactful for the customer.
Another straightforward yet powerful personalisation tool is a CRM add-on like sales-i. It allows you to track your customers’ purchase history and receive tailored recommendations on what to market to them next. This targeted cross-selling segmentation boosts engagement and ensures no opportunities are lost.
3. Increases engagement
Enhancing personalisation comes with its benefits. Studies show that your customers are 26% more likely to open an email which is personalised, meaning you could miss out on a quarter of total engagement if you fail to make content relatable. Leverage dynamic fields to craft messages that truly resonate with your audience and build stronger, more meaningful relationships.
Key features to look for when integrating your CRM and email marketing tool
When evaluating the right CRM system for your business, it’s essential to clearly define your priorities and understand exactly what you need. Here are a few key features that are crucial in your consideration stage:
1. Automatic data syncing
Nobody likes waiting, especially when it comes to communicating with leads. Your integration should automatically update contacts, leads, lists, and scoring data across both systems in real-time, ensuring your team always has the most up-to-date information.
2. Real-time analytics
One standout feature of the integration is lead scoring. This feature highlights which customers engage most with assets like your website and marketing content. Lead scoring plays a vital role in determining whether a lead is ready for marketing communications or if a customer has been less active recently—prompting a personal email or phone call to re-engage them. With lead scoring, you have all the insights you need. Discover more about how lead scoring can elevate your strategy.
3. Dynamic list creation
We’ve talked about dynamic content, but what about dynamic lists? These are distribution lists which are connected to reports in your CRM, automatically updating and adding new individuals who meet the specified report criteria. The list is then synced with your marketing automation platform, ready to be used in ongoing campaigns or future nurturing efforts.
Maintaining a successful integration
Creating integrations is one thing, but maintaining them is key. One of the most important ways to ensure this is by keeping your CRM data clean. Fields like lead status or follow-up dates need to be accurate and up to date. Any mistakes or inconsistencies in this data creates chaos when sending communications through your email marketing platform and ends up confusing your customers!
Customisations to the integration
Customisation is a massive part of any project. Tailoring a product or service to fit your company’s needs should always be a priority when making a deal. The same holds true for CRM and email marketing integrations. With bespoke development options and ready-to-go in-house add-on packages, like dynamic target lists, you’ll never feel like your integration is lacking.
Official UK SugarCRM partner and Mautic member - enable.services
enable.services is the top EMEA SugarCRM elite partner, an intuitive and fully customisable CRM software. With over 100 years combined experience and being trusted by hundreds of organisations, our goal is to create a CRM that works for you. Find out more about SugarCRM.
As well as that, enable.services is the UK’s single official member of the marketing automation platform, Mautic, and it’s safe to say we have learned a thing or two over the near decade we have been using and developing the software in house. We have already helped all types of businesses to integrate Mautic into their day-to-day activities, improving customer communications and satisfaction.
If a new, capable, and easy-to-use marketing automation platform is something that interests you, contact us by clicking the button below and one of our discovery team will get back to you.
