Integrating Email Marketing and CRM

Sales teams depend on CRM (Customer Relationship Management) software to manage their company’s interaction with leads, prospects and potential customers. Sales teams often struggle to organize, maintain and share data with the marketing department so that both can update their records simultaneously.

On the other hand, a marketer may come across following situations when they are clueless and have no idea on how to proceed?

  • Trouble syncing marketing data with the CRM system.
  • A poor flow of information between the sales and marketing departments.
  • Trouble of maintaining two sets of data.
  • Difficulty identifying which prospects have been reached by email campaigns

Most marketers have faced some of these problems. In such scenarios, it’s time to look for a medium to integrate your CRM software with your email marketing software.

Zoho CRM users can easily integrate their data with Zoho Campaigns to foster collaboration across the organization and engage customers at every stage, from marketing to sales. By integrating with Zoho Campaigns, CRM users receive insights on marketing related status and are able to create more targeted automated email marketing campaigns.

Let’s take a detailed look at why marketers should integrate their Zoho CRM account with Zoho Campaigns.

Sync contacts from Zoho CRM to Zoho Campaigns

Sales teams don’t have to wait to get report from the marketing teams, freeing up time for the sales team to focus on revenue. Syncing contacts between sales and marketing leads to,

  • A single database - save time and improve efficiency
  • Free from duplicate data entry and manual errors
  • Better visibility on marketing data for the sales people
  • Track how campaigns performed

Personalizing Campaigns using CRM Data

Personalize campaign content using CRM Data

You can send an email campaign with a personalized sender name and email address of a Contact/Lead owner who is associated with that record in CRM.

Personalize Sender Details using CRM Data

You can also use CRM based merge tags, which automatically pull information from your CRM account. All you need to do is add relevant merge tags in your campaign content. The merge tags pull specific data from CRM based on how the information is requested within the email content.

Push marketing campaign data to Zoho CRM

Track Email Subscribers Activity from CRM

Push information from Campaigns such as email openings, clicks and bounce data to every record in your contacts or leads module in CRM. Later, you can create a view in your CRM account and Filter your leads and contacts on the basis of Campaigns’ status.

View Campaign Reports from CRM

View detailed stats and real time reports from the Campaigns module of your CRM account.

View Email Content from CRM

Review your email campaigns from the Campaigns module of your CRM account.

Align sales and marketing activities

Automatic Updates with Opt-in/Opt-out Preferences

Zoho Campaigns helps you leverage the information in your CRM like which leads converted, who email opted -outs of emails (unsubscribes), and which contacts were deleted. Fine-tune your email campaign to your target audience’s preferences.

Move subscribers to CRM

If you create new contacts in Zoho Campaigns, you can move them to CRM either as Leads or Contacts. This capability ensures collaboration between sales and marketing teams as well as maintaining coherence of data.

Up-to-date Customer Information

Sync your CRM leads/potentials to Campaigns. By utilizing the segmentation features available in Campaigns you are then able to easily organize your customer base into smaller groups called Segments. This gives you the flexibility to create customized emails for various sets of contacts and maximize the impact of your email campaigns across the board.

A User Scenario

Tim runs a coffee bean distribution company. Recently, he attended a trade show where he noted down the contact details of people who expressed interest in his products. These people are restaurant or cafe owners. He submits all of these contacts into Zoho CRM as Leads.

Now Tim integrates his CRM account with Zoho Campaigns and syncs all of his leads to his Zoho Campaigns account. Tim starts sending email campaigns to these leads via Zoho Campaigns.

Using the Push Member Status, an automated function in Campaigns, these leads’ activities such as opens and clicks are pushed to a text area field in CRM. Based on recipient (lead) activities, leads are converted into an Account (e.g. Barnabo Beans Cafe), a Contact (e.g. Jane Doe) and a Potential (e.g. 50 x 1kg Bags Jamaican Coffee beans).

Now his focus switches to the Potential who is the center of his sales process. He needs to baseline his activities/tasks/quotes etc. around this Potential. At the same time, he also creates an Autoresponder message in Zoho Campaigns and imports his Potentials from CRM into a new mailing list.

Once the Autoresponder is activated, the potentials will start getting a series of emails. N ow Tim can watch his potentials based on email campaign’s status such as open, click, subscribe and other related status (es) from the Campaigns tab of his Zoho CRM accounts and find ways to close the deal based on the Potential’s behavior.

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