How to Integrate CRM and Email Marketing for Small Businesses

No matter what the size of a business, success comes with proper management. As a small business owner, taking up all the work can be overwhelming, which may affect your productivity.

Having a few people to help you with tasks can be very useful, and can ease your work. This is the same case with the Customer Relationship Program (CRM). The latter helps you manage your conversations with your customers and improve customer service.

For small businesses starting their email marketing campaigns, integrating CRM with their campaigns can make their marketing efforts more effective.

What is CRM and what value does it add to a small business?

CRM is a management tool that helps in managing both your new leads and old customers, with the aim of boosting the engagement level by helping you understand the needs of your customer base better. It manages the whole customer cycle.

Say you just started your business, and you’ve got 500 clients. Although these people are willing to buy from you, it doesn’t mean you should stop engaging with them. You’ve got to innovate new marketing strategies, to maintain the customers.

This may be sending anniversary messages of when customers began using your products or sending birthday wishes. With CRM, all these details stay together. You can integrate it with your email marketing to make sure they automatically receive the messages at the right time. 

Integrating a CRM Software with Email Marketing

Emails are now the best way for small businesses to share their relevant and valuable content with their subscribers.

Integrating email marketing with CRM allows you to improve your relationship with customers and boost the engagement level.

By integrating the two systems, you can track and record all the customer interactions with all your customers. You can use this information to learn the behavior, interests, and preferences of your customers, allowing you to serve them better.

You can also integrate CRM with email marketing for your small business to help you calculate the ROI, boost collaboration, and examine future opportunities to improve future sales.

Integrating email marketing and CRM to reach your SMB goals

CRM and email marketing can operate separately, but when you combine them, that’s when the magic happens.

Here are a few reasons small businesses should integrate email marketing with CRM to improve your customer relations.

1. Enhanced sales opportunities

With your email marketing campaigns, you’re aware of who is reading your emails and taking action. A CRM system helps in storing this information for every customer, which can help you learn their needs, converting them more easily.

2. More clarity on your ROI

Using a CRM integration can help you know the returns you’re getting from your campaigns more efficiently. Besides knowing the number of people who clicked on your emails, and took action, you’ll also know how much you’re spending on your campaign.

3. Efficient data management

Good data management makes the automation process easier. Your sales team can update data in real-time, as all the information from all communication channels is stored in the same place.

4. Target communication

Make all your messages targeted by understanding a customer’s base history. This enables you to create more effective emails. This can significantly reduce the number of people unsubscribing as well as boost conversion rates.

5. Trigger actions

Since you have all the individual details of your customers, you can use the information to trigger certain actions.

For example, if you offer subscription services, you can set reminders to customers ten days before the expiration day. You can also set a promotion email past their subscription date, to encourage them to start using your services again.

How do you begin an email marketing and CRM integration for your SMB?

Here are the basics of building a strong foundation for your integration system for the best results.

  • Choose the best CRM system for your business. An ideal CRM system should have multiple options, such as allowing segmentation, generating data, and using CRM data.
  • Use many platforms to collect data to make the process right from the start. Social media lead generation tools, opt-in forms, and other traditional options must be used effectively.
  • Keep your CRM data up-to-date. Create the necessary tags and targets based on the needs of your SMB to be more targeted and relevant.
  • User trigger actions if you’re offering a subscription service

Take Away

Integrating CRM and email marketing can be a game-changer for small businesses. It helps in storing data well and using the information in sending more targeted messages.
It also ensures that you keep in touch with all your customers, without neglecting a certain group.