When it comes to managing customer relationships, businesses need to make a choice between using a standalone CRM or managing all communication through an email marketing platform. The right solution can have a significant impact on a business’s efficiency and success.
For instance, a consulting firm can track proposals, contracts and even payments through a CRM. But when it is integrated with an email marketing platform it is possible to send customized email campaigns to its targeted customers. However, a standalone email marketing solution cannot provide this seamless data enrichment for better targeting and engagement. Let’s drill down deeper into the subject to get a clear picture of the entire CRM and email marketing platform concept.
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Understanding CRM and Email Marketing
Email -one of the most essential channels for companies to connect with their customers. To have the ability to choose between a standalone Email Marketing Solution, or to get a CRM, an in-depth knowledge of both is important before deciding which one will suit your business.
What is a CRM?
A CRM is indeed a tool or system that assists a company in managing and analyzing its customer interactions and relationships. CRMs are typically equipped for handling customer data, sales efforts, marketing campaigns, as well as customer service interactions.
What is Email Marketing?
An email marketing platform is a software tool that enables the creation and management of email marketing campaigns. They are usually cloud-based SaaS tools, which makes it simple to send any type of email communication, from newsletters to marketing emails to abandoned cart recovery emails.
When it comes to email marketing platforms, the best ones are those that help with the automation of emails and marketing campaigns. Its objective is to make it simple to create visually appealing and engaging emails to send to customers and subscribers.
CRM or Email Marketing?
A CRM (Customer Relationship Management) system is intended to manage all aspects of customer interactions and data over the course of the customer’s lifetime. A CRM may include tools for lead management, opportunity tracking, deal closing, customer service, and analytics, in addition to email marketing.
An email marketing platform, on the other hand, is solely dedicated to the delivery and tracking of email campaigns. While some email marketing platforms may include basic lead management and analytics tools, they may lack the full set of capabilities found in a dedicated CRM system.
Do I need a separate CRM to my email marketing platform?
If a company has a simple email marketing strategy and does not need to manage complex customer interactions and data, an email marketing platform may suffice. A separate CRM system may be a better choice if they have a more complex sales process and need to manage a large volume of customer data.
For example, a consulting firm can use a CRM to track proposals, contracts, and even payments, and when combined with an email marketing platform, it can send customized email campaigns to its targeted customers. Further, while email marketing platforms allow for the sending of promotional emails, only a CRM allows for the tracking of campaign success.
Advantages of Using a Separate CRM
Using a separate CRM system in addition to an email marketing platform has several advantages:
Centralized customer data
When a lead enters a system, a plethora of minute details accompany them. And these details have a very special place among sales and marketing people who want to make revenue from them. However, the information must be accessible to the team from anywhere at any time, which is possible with CRM software. As a result, customers are better understood, and sales and marketing strategies are improved.
Improved lead management
Leads may come from a variety of sources, but the process of scoring and prioritizing them based on their purchasing capacity is time-consuming. If CRM software is used in this case, the entire scenario is turned upside down. The system automatically assigns a lead score based on the customer’s status and actions, and prioritized leads are assigned to the salesperson.Thus, allowing businesses to better manage their sales pipeline and increase conversion rates.
Better customer insights
A customer relationship management (CRM) system gives a wide range of information along with data analysis on customer interactions, purchases, and behavior. When the sales or marketing person is aware about the customer’s pre-requisite of servicing his office coffee vending machine, then sending a reminder email or marketing campaign for their next purchase becomes easy. Hence, converting a customer into a repeat customer.
Every morning, if the salesperson is aware of the list of leads to be nurtured and follow-ups, a lot of time can be saved. As a result, the employee’s efficiency improves without sacrificing the quality of his or her work.
Improved team collaboration
Collaboration appears difficult when people are working in different time zones and workspaces but need to work on the same project. For example, a content writer does not need to wait for the designer to set aside time for discussion; rather, the writer can schedule the meeting with the designer during their free time if they have access to his/her calendar.
Advantages of Integrating CRM and Email Marketing
Businesses are working around the clock to generate more leads, segment contact lists, create engaging email marketing campaigns, drip sequences, automation processes, and much more. Surprisingly, the results are below expectations.
Everything comes down to a lot of work and not making use of available information. Companies do have details, but they are dispersed. Emails are the perfect tool for increasing engagement through personalized communication, whereas CRM systems are used to improve customer relationships. Why not integrate them?
By combining these effective tools, businesses will be able to:
Holistic understanding of every customer relationship.
It’s difficult to determine which interactions have already occurred with some other team member and what the subsequent steps should be. This can result in redundant discussions, communication breakdowns, general dissatisfaction, and even loss of sales.
Maintain constant sync between the lists and info.
Data shared can be pretty much assured to be consistent across the CRM system. As a result, folks save a lot of time by not doing the redundant work of gathering information from the customer.
Convert marketing interactions into sales actions.
It can boost conversion rates by leveraging shared data from email marketing to initiate a quick follow-up on a hot lead, such as someone who signs up for a free trial or downloads e-books and templates.
Enhance cooperation between sales and marketing.
Sales frequently looks to marketing for marketing qualified leads, which are prospects who are geared up and ready to have conversations about making a purchase. A CRM and email marketing platform that has been integrated helps to improve lead quality by ensuring that properly nurtured, qualified leads are forwarded to sales at the right time in the customer journey.
Enjoy increased convenience and exposure.
Compared to juggling multiple, costly, and complex software solutions, integrating CRM and email marketing is a more cost-effective way to simplify the workday, lessen management burden, as well as lower learning challenges.
The decision between a separate CRM and an integrated platform will be influenced by the size of the company, the complexity of its customer relationships, and its marketing and sales objectives. Businesses can improve their customer experience and drive growth by considering these factors and weighing the pros and cons of each option.