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Email CRM

Make the most of CRM email marketing here and see what your small business could be doing that'll really boost the sales

According to research carried out by the The Radicati Group, email is the primary form of business communication, even in our ever-more social media driven world.

Gmail alone has one billion active users worldwide, three quarters of whom use their Gmail accounts on mobile devices.

With these statistics in mind, it’s clear to see that email still very much underpins the way information is passed from A to B, business related or otherwise. And, for this reason, it’s important that as a small business owner you remain in touch with all forms of communicating with your clients and customers.

Marketing best practice dictates that for a message to be effective it has to be communicated clearly across a variety of platforms, including email, social media and SMS marketing. Although this message must transmit a similar concept, the content itself must not be repeated.

The following will delve into email CRM, explaining what it is, how it works, and why email is still the communication tool of today.

On this page:

What is email CRM?

Email CRM, or email management, is vital to the smooth-running of a fully-rounded marketing campaign. Email is an essential form of communication between business and customer and, regardless of your business’ size, you probably use email on a daily basis to contact customers, clients and colleagues alike.

Email marketing – one of the primary channels of communication for many companies – is dependent on customer data such as email addresses, consumer profiles and buyers’ behavioral data. This is true of email marketing campaigns on an individual as well as a mass-broadcast level. Therefore it’s of utmost importance that your email service provider incorporates both your email channel and CRM strategy.

Email CRM can loosely be defined as the amalgamation of a customer relationship management system and email marketing. Your CRM system will either merge with a pre-existing email database, or the CRM system itself might host your business email (this depends on the type of CRM system, for more detail, see the form at the top of the page to be put in touch with specific providers).

We all know that email clients (ie: Gmail, Outlook, etc) allow you to send and receive emails, add attachments, categorise your inbox, and search your email history; all great for basic communication, but falling short when compared to an email management system.

This is where CRM software comes in: by integrating email with customer relationship management methods, CRM with email combined will increase communication efficiencies and inform future client communication.

How does email crm work?

The relationship between a CRM system and email tool can be handled in various ways. Some companies use a CRM system’s in-built email functionality, others rely on an Application Programming Interface (API) to use email marketing tools, and some will only synchronise data between systems.

When it comes to email marketing, an API can be used to integrate different systems with your email platform, such as a CRM system or customer service application. An API is an interface between one software programme and another and allows the two systems to interact and make use of each other’s services and resources.

Then, once the programme is up and running, it’s a very straightforward process. For example, if using a Zoho CRM system, when you receive an email, simply click on the contact's email address and their CRM information will be displayed. If the customer in question doesn’t have any available information, you can easily add them into your email database to then automatically sync with your CRM account.

Why get email crm?

So much more than just another inbox, email CRM allows you to really optimise your marketing strategy by syncing customer data and consolidating information on prospects.

tailoring your marketing emails is essential to both customer engagement and brand development as segmented and targeted emails will generate 58% more revenue than non-targeted emails.

Other benefits of email CRM include:

  • Optimised communication
    Prioritised and efficient customer communication is the natural outcome of well integrated email marketing and a good CRM system.
  • Improved sales
    When your customers are the recipients of properly targeted, unique and compelling marketing – that’s in-line with the other communication from your business – a level of trust is built, and a bond of familiarity formed. This, in turn, will make the customer feel valued by the business and encourage them to return to your service.
  • Synchronised approach (across all communicative platforms)
    Email CRM reports are able to show you which emails were sent, received and opened, providing essential customer insight that will positively inform future marketing decisions.

    For example, if you’ve already sent one email that’s received positive engagement, you’ll know not to send that same email to the same customer again (as this will get annoying).
    Similarly, if there’s a marketing message that you’re anxious to communicate to your client base and have been so-far unsuccessful with social media engagement, you can then turn to email as an alternative communicative method.

    Your CRM system will be able to combine data on social media, email, SMS and telephone marketing all in one place, so you’ll never send the same text twice, or become repetitive in your messaging.

  • Create well-aimed, well-informed marketing
    With email CRM you’ll be able to deep-dive into a prospect’s engagement level, get context on any pre-existing business/customer relationship. This allows you to plan your correspondence with optimal efficiency.

    Use background knowledge on each individual customer to target them with perfectly pitched emails , and make them feel like just that: an individual.

    A personal approach to marketing sees the consumer wanting to feel empowered to choose your business, but also valued by the business. So, it’s essential that you arm yourself with all the relevant data about your customers in order to create the best possible business/customer relationship.


Get smarter with the most efficient and effective marketing tool out there: email CRM.

It provides digestible, up-to-the-minute data and real-time alerts on email opens, link clicks and response rate; keeping you in-the-know on what’s working, so you can do more of the good stuff and cut-out any inefficient content.

Syncing with your pre-existing email server, email CRM works as part of any broader CRM strategy, allowing you to really target and optimise all forms of customer communication.

To ensure you don’t repeat marketing messages, it’s vital that you keep track of which customers have received what correspondence. Otherwise you run the risk of repeating content and putting off customers, or, on the flipside, not contacting the customers who’ll benefit most from such communication.

Email CRM will have benefits that your business just can’t ignore, so pop to the top of the page and start comparing CRM supplier quotes today! It’s quick, easy and simple: you provide the info and we’ll provide the quotes. Or if it’s more detail you’re after, take a look at the page on the best CRM for small business.

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