How to use your CRM to create better emails


CRMs and email marketing have overlapping applications, and both of them leverage relevancy for better results.

As people are getting used to consuming content over various digital channels, sending out plain promotional messages is no longer an option. The abundance of content creates a sense of saturation, and when it comes to engaging users, personalization and automation are ways of making emails more relevant to your subscribers. CRMs are known to fetch and generate large databases about your customers, including their online behavior. In this article, we will see how you can use your CRM to create better email messages.

These are the top six areas where CRMs are used in email marketing:

Segmentation And Personalization

The most significant part of email marketing is customer segmentation. Gone are the days when a common advertisement was showcased for all the segments of customers. With the implementation of CRM automation features, you can categorize the customers without investing time or efforts by collecting data periodically. Personalization is another indispensable part of email marketing. The CRM lets you adopt the personalization strategies, such as adding the name of recipients in the subject line or body of email. It also pools the data sourced from other digital platforms to give suggestions for email copies.

Lead Nurturing

To generate more leads, you need to know what they value the most. CRM provides features to know the customer activity, i.e., whether they have opened your message or not, which CTA  they clicked, along with other metrics. It builds a large pool of data and mates it to segmented lists of recipients. With the aid of CRM tools, nurturing and engaging the subscribers turns seamless. These insights serve as input data for analyzing and rectifying lead nurturing strategies. The email developers use these insights to identify the performing elements and they replicate these content blocks through tactics like A/B Split testing.

Customizable Email Marketing Templates With Social Media Integration

Customer Relationship Management software solutions come with the feature of creating unique email templates. You can create templates with high-end graphics easily using the drag-and-drop feature. You can even integrate social media buttons in emails and allow users to engage on other platforms.

Campaign Analytics

It provides a feature to track the response of recipients. You can analyze the success of an email campaign through data visualization. Since CRMs use a large bandwidth of events and actions to create buyer persona, brands can create detailed analytics for creating the most relevant copy and email template for each segment. They also allow you to find email templates that have received the highest engagement and repurpose them.

Lead Scoring And Sales Funnel

CRMs are highly efficient at lead scoring. This is a great aspect for marketers as they can improve their chances of conversion by constantly approaching the more likely to convert leads while also ensuring optimal engagement with low quality leads. Lead scoring also allows your marketing and sales teams in allocating their time in a fruitful way. They allow you to send tailored messages to leads depending upon their immediate position in the sales funnel. The message will also differ as per the source of first communication and customer demographics.


Sending an automated welcome email when they signup on your website will boost your brand image and also an emphatic way to make them familiar with the brand. This is a great way to engage with them and foster trust. CRM gathers the data regarding their activity to create a personalized email that is relevant to their needs. This is how you can convert leads into successful sales in less time. The same principle can be applied to reengage them or send them cart abandonment emails.

Advantages Of CRM Email Marketing

Integrating CRM with email marketing comes with few unparalleled advantages like using the customer preferences sourced from their social media accounts and website activity. It allows brands to run more meaningful and relatable campaigns with each piece of communication, adding a layer of personalization to the next. Marketers can use the insights generated from the CRM module to customize the HTML email templates for meeting personalization requirements through automation. CRM driven email marketing helps create an ecosystem that nurtures every lead in the sales funnel and develops use databases for future utilization. It also fulfills the shortcomings of earlier approaches of reaching out to a wide audience without catering to individual needs for engagement. The two main benefits of using CRMs in email marketing:

  1. Interweave data-driven actions with automation workflows.
  2. Use prior correspondences to independently improve quality for all subscribers.

Thus, a large portion of anticipation and experimentation is removed from strategy building. Your time and resources are aligned for higher conversion with focus on multi-faced, targeted efforts.

Over To You

CRM email marketing is all about hyper-personalization through relevancy. It helps brands in creating a one-to-one interaction with their customers and improve engagement rates consistently. CRMs can prove to be extremely useful in harnessing predictive data analytics for constantly dividing your subscriber list into preference-based groups and using buyer personas to group various lists. I hope that you find this article on using CRM in email marketing useful for your future campaigns.

Author Bio

Kevin George is the head of marketing at Email Uplers, that specializes in crafting Email Newsletter Templates, PSD to HTML coding, and Custom Mailchimp Templates. Kevin loves gadgets, bikes & jazz, and he breathes email marketing. He enjoys sharing his insights and thoughts on email marketing best practices on his blog.