Why have an Integrated E-Marketing CRM Tool?

By Enabliser Natasha

Imagine the power of an e-marketing solution integrated to your existing CRM solution giving your business; sales and marketing transparency, data integrity, campaign information, communication tracking and recording and social media integration.


e-marketing as a tool has increased exponentially in recent years and has allowed businesses of all sizes to conduct complex marketing campaigns internally and at a low cost. e-marketing is also known as Digital Marketing, Email Marketing and Online Marketing but is generally the promotion of products or services through electronic communication. 

e-marketing is an inexpensive way businesses can reach a wide audience for small fraction of the traditional advertising budgets. As with all things online e-marketing can provide instant responses to how successful or well received your campaign is and is highly flexible.


There are endless benefits of having your e-marketing solution integrated to your CRM solution, I have listed the primarily benefits below:

Sales and Marketing transparency

A fully integrated e-marketing and CRM solution allows both the sales and marketing teams to have full transparency on what is happening with contacts in CRM. It also provides Management with an overview of what the sales and marketing teams are working on making it easier to set and monitor KPIs and results. We know that the type of communication between the Sales and Marketing teams to contacts is on a very different level, but a unified face is required to ensure consistency of message and provide a professional front. It can be embarrassing if not detrimental for a campaign to go out without the sales person being aware of it when communicating with contacts. A fully integrated e-marketing and CRM allows all information to be utilised by all teams and all information is uniform without requiring additional data entry.

Data Integrity

Most e-marketing tools enable pre-populated merge fields to be used in e-marketing. This means you can send a communication to your contacts with the information you hold on them (name, title, email, etc) and contacts can update their information as required and these changes will then flow back into your CRM. This is an incredibly powerful data cleansing tool which ensures the accuracy of your data and previously would have been done through telemarketing.

Unsubscribe Options

As with updating personal information, if any contacts Unsubscribe from communications this information will be recorded in e-marketing and CRM. Legally all unsolicited communications must offer an ‘unsubscribe’ option – any breach of this standard is generally not well tolerated so it is essential if any contact chooses to unsubscribe this is effective immediately and for all communications. Unsubscribe changes can also indicate a problem with a contact, particularly if it is someone who you might have thought were otherwise happily in the sales cycle!

In addition to the Unsubscribe option Preference Centres are being used more and more to let contacts choose the type and frequency of communication you have with them. Preference Centres let contacts know what communication options are available so they can choose the ones of most interest.

Contacts / groups and campaigns

CRM’s allow detailed and customisable segmentation of contacts to suit your requirements; when generating Groups for campaigns you have immediate access to all your CRM contacts for use in Campaigns. If you are using a new list, this can easily be uploaded to CRM and segmented accordingly.

An integrated e-marketing and CRM will allow you to not only record all campaign information (including budget and expected results) but enables you to run campaigns based on historical campaigns results. For example; you may have run a campaign on mobility to a wholesale distribution list with limited success so you can filter this list based on click through, downloads, any parameters you like, and send a subsequent more specific campaign to a select few.

Remember in CRM Groups can be Dynamic or Static and campaigns can be ongoing based on changes and updated to contacts within a group. So once an initial campaign is set up it can be self-perpetuating and promoted and progressed when certain criteria are met.

Communication Tracking and Recording

As your CRM and e-marketing solution are integrated all communications; whether sent from CRM (or any integrated communication such as Outlook) or through e-marketing these will be recorded as a communication against a contact. This allows full transparency of all communication with individuals and means the relationship with a contact is mapped and can be profiled and as information regarding communications are recorded in a central repository any team can view all communications, history, opportunities, proposals, etc related to a contacts.

A typical e-Marketing solution will record campaign information and this data will feed back into CRM. This data could include: email sent, email opened, landing zones accessed, change to preferences or unsubscribe, event attendance, survey responses, etc.

Social Media

Many CRM solutions now also integrate to social media allowing you more information about your contacts and their preferences. This information can be collected from the more popular social media sites such as Facebook, LinkedIn and Twitter. It’s a brand new world in social media and marketing out there and the more integration the more information we can utilise.


Given CRM solutions are generally highly customisable and can be tailored to your businesses’ specific requirements and e-marketing tools allow you to have an in-house marketing team essentially – integrating these two powerful tools will give you an amazing advantage over your competition. e-Marketing solutions also provide an accurate way to calculation the cost of a campaign, and the sales or responses generated.

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