CRM vs. Email Marketing: How Can They Work Together?

CRM, or customer relationship management software, and email marketing are two digital marketing tools that shouldn’t be overlooked. Both give businesses the opportunity to monitor and interact with leads to form better relationships with customers and generate conversions. 

With that being said, you’re probably wondering why there’s even a CRM vs. email marketing debate to begin with.

CRM vs. Email Marketing: What’s the difference?

The answer to that question is pretty simple, but first, we’ve got to understand what the two are, and how each can benefit your business.

What’s a CRM?

CRM is software that helps businesses organize and manage their relationships with current and potential customers. With a CRM, you can store and organize customer information, track your incoming and current leads, set up automated emails, and even measure the results of your sales and marketing strategies.

Benefits of a CRM

With data analytics, a CRM can help you learn more about your audience. This is extremely important for developing successful marketing campaigns that resonate with your audience. 

A CRM like Nutshell can organize your customer information in one place so you can polish your customer profile and identify key trends and information about your target audience.

Additionally, a CRM helps businesses manage their lead pipeline and improve their customer service. Nutshell’s CRM software tracks and saves all communication between your sales team and clients. That way, you’re always in the know about what’s going on. 

With access to everything about your customers, you can ensure you’re offering quality customer service every time. 

Your CRM software can also use this information to identify high-priority leads so you don’t miss out on potential customers and keep up with your lead flow.

What is Email Marketing?

automated emails example from Nutshell

Email marketing is straightforward: it’s a marketing strategy where you send promotional messages to your audience through emails in mass quantities.

With email marketing, you can send your customers everything from regular newsletters to those “We miss you!” emails to entice previous customers to interact with your brand again.

Benefits of Email Marketing

Email marketing is a great strategy for promoting your business, nurturing and converting leads, and, most importantly, generating sales.

No matter what stage of the buyer’s journey your subscribers are in, you can use email marketing to send targeted campaigns to potential customers and turn them into buyers.

Email marketing allows you to engage with potential leads who might be on the cusp of becoming a customer. With the right personalized email campaign, you can give them that last push they need to hit that “Purchase” button.

Re-engage with customers who may have viewed your website and left without completing their purchase, or use email marketing to follow up with past customers to gather valuable feedback you can use to further improve your brand.

The difference between CRM and email marketing

When choosing between a CRM or email marketing software, it’s important you know the difference between the two. That way, you can make the best (and most beneficial) choice for your business.

CRM is about managing the relationships between you and your many customers. Email marketing software helps you build a subscriber list and reach out to those customers via email campaigns.

CRM and Email Marketing: How can they work together?

We’re glad you asked. Much like search engine optimization (SEO) and pay-per-click (PPC) advertising, CRM and email marketing working together can do wonders for your lead generation efforts.

In a nutshell (pun intended), when you have email marketing with CRM working together, you’re completing your sales funnel.

First, you use your CRM to identify potential customers who’ve interacted with your website or other marketing content. Then, you use your email marketing software to build an email marketing campaign that targets those people and (hopefully) turns them into paying customers. 

Additionally, a CRM like Nutshell helps you to better understand your audience. With the data your CRM collects, you can use it to inform your email marketing strategies and create personalized email messages that connect to your audience members.

Many CRMs include email marketing capabilities, so sending those personalized emails is easy. With the customer data you collect, you can compile an email list and launch and manage your email marketing campaigns straight from your CRM.

Nutshell Campaigns

We at Nutshell understand how tough it can be to choose between two tools that are undoubtedly helpful in generating and maintaining leads. That’s why we decided to make the decision easy by creating the perfect CRM for email marketing.

How? We combined them.

With Nutshell Campaigns, you can combine email marketing with CRM data. Instead of bouncing between different platforms to gather email subscribers and generate an email campaign, your team’s sellers and marketers can do it all with one system.

nutshell marketing demo screenshot

Nutshell Campaigns connects CRM with email marketing so you can target custom audiences with beautifully designed email campaigns that resonate with your customers.

Nutshell’s filtering tools allow you to create precise audiences for your email campaigns with ease. Whether you’re looking to connect with subscribers in a specific geographic location or industry or want to target them based on how long they’ve been a customer, Nutshell’s got you covered.

After you launch your campaign, you can keep track of its success with Nutshell Campaigns’ reporting dashboard. You’ll be able to see who’s opened your emails and interacted with them so you can reach out to them and turn those people into buyers.

Integrate Email Marketing with Nutshell Campaigns

With Nutshell Campaigns, you can catch your buyers’ attention at every stage of the marketing funnel. Our email marketing software connects seamlessly with your CRM data so you can target your audiences with personalized email campaigns that convert your subscribers into paying customers.
Learn more about combining your Nutshell CRM with email marketing and what Nutshell Campaigns can do for you by starting a 14-day free trial. Or, contact us today to schedule a live demo or learn more about the benefits of Nutshell today.


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