What is CRM?
CRM software helps you manage your company’s relationships and interactions with existing and potential customers. The purpose of a CRM is to optimize and improve relationships with your customers, as well as streamline your sales and marketing processes. [Read related article: How to Use CRM to Improve Customer Service]
A CRM platform performs the following functions:
- Contact management
- Sales management
- Agent productivity
- Lead management
- Reporting and analytics
- Pipeline management
- Workflow automation
With CRM software, your business stores key customer information, including contact details and records about previous interactions and sales, in a centralized location, where anyone in your company can access it. Given that CRM is one of the fastest-growing enterprise application software categories, it may be advantageous for your business to adopt one.
Key takeaway: Companies use CRMs to track sales team interactions with individual customers in a way that is relevant and meaningful to both parties.
How does a CRM system work with email marketing?
CRM is a useful tool in email marketing, where personalizing content to suit your audience is key to success. CRM software provides much of the data and information that makes targeted email marketing campaigns possible. CRM email marketing places the focus on the email recipient, rather than a large, generic audience, which helps drive better profits and creates more engaged customers. [Read related article: The Ultimate Guide to Customer Engagement]
Many email marketing platforms either integrate with or have their own CRM built into their software. CRM software will work with email marketing by:
- Syncing lead and customer information with other systems
- Sending automated internal alerts for things like scheduled calls or sending follow-up emails
- Showing where an individual customer is in the sales funnel
- Tracking a customer’s history with your business
- Identifying a potential customer within the funnel
- Providing detailed information that allows the company to create personalized email marketing campaigns
“A CRM helps you customize and automate email marketing campaigns to work more efficiently,” said Tom Winter, chief revenue officer and co-founder of DevSkiller. “Email marketing is a tedious process, and letting your CRM handle the brunt of the mass emailing saves a lot of time. CRMs nowadays use AI and support omnichannel communication, which is great for boosting customer service.”