Integrating Your CRM With an Email Marketing Platform

To make the most of your customer relationship management (CRM) data, one of the best things you can do is integrate it with other tools. This enables you to leverage your data across platforms, automate more of your tasks, and keep your processes streamlined.

One of the most valuable types of tools CRMs can integrate with is email marketing platforms. But what’s the benefit of your CRM integrating with email marketing platforms, and what should you consider when setting up that integration?

That’s what we will discuss on this page. Read on to learn more.

Why use a CRM with your email marketing?

Before we move on, let’s take a moment to ask why you want to use a CRM with your email marketing.

The answer is the same reason you’ll want to use it in any marketing campaign—your CRM can make your marketing better. CRMs let you gather and analyze data, meaning you can uncover insights into how to improve your email marketing campaigns. After all, data-driven marketing is the best kind of marketing.

Of course, that’s just one benefit of CRM email marketing integration. To explore some other aspects of the partnership between a CRM and an email marketing tool, just keep reading.

Using a CRM that includes email marketing functionality

With the right CRM, you don’t have to worry about integrating two separate CRM and email marketing tools. With a CRM like Nutshell, you can get CRM and email marketing in one.

Instead of bouncing between two different platforms, you can gather and analyze email subscribers and launch email campaigns all on one platform. Nutshell’s CRM and email marketing software allows you to target your audiences with personalized campaigns that are fueled by your hard-earned CRM data.

Connect with subscribers right from your CRM

Catch your buyers’ attention at every stage of the funnel with Nutshell Campaigns—an email marketing solution that’s built right into your CRM.


What does integrating your CRM and email marketing help you with?

Let’s take a closer look at some of the benefits of CRM and email marketing integration and a few of the functionalities this integration can help you with.

Automating email campaigns

One of the main ways a CRM works with your email marketing is that it can automate a significant portion of the process. Some CRMs come equipped with their own email marketing capabilities, allowing you to build email campaigns there in the platform.

But your CRM does more than building your email campaigns—it can also automate those campaigns, sending out emails in response to specific user behaviors or on a predetermined schedule. For example, if someone joins your email list, your CRM might automatically send out a welcome email.

Even if you’re using an external tool for most of your email marketing, your CRM can still be helpful when it comes to automation. That’s because it has direct access to tons of customer data that can inform which groups receive which emails at which times.

Tracking email engagement data

Another huge benefit of CRM email integration is that it helps you to track engagement with your email campaigns and connect that data to specific subscribers, customers, and companies.

As your email platform runs your campaigns, it will generate data on metrics such as open rate, click-through rate (CTR), and conversion rate. When your CRM and email marketing are integrated, this email engagement data is connected directly to the customer data in your CRM. This enables you to explore all of the customer data for individuals and groups of users who received your campaigns. You’ll also see email engagement on individuals’ profiles in your CRM so that you can easily reference it later.

Segmenting email lists

Finally, having your CRM integrate with email tools can benefit you because it helps you to better segment your email lists

You don’t want to send the same emails to every single one of your prospective customers—after all, not all customers are alike. Segmenting your email list helps you reflect this fact in your marketing. 

You can divide your leads and customers into groups based on factors like:

  • Demographics
  • Purchase history
  • Location

Then you can create personalized email campaigns that target each of those groups. By making your email marketing more specific and personalized, you’ll engage all your customers better, leading to higher conversion rates.

So, how do CRMs come into the picture? Once again, it comes down to data. The only way to figure out how to segment your customers is to track the data types listed above. And the best place to do that is in a CRM. Your CRM can help you automatically segment your customers into relevant groups and then market separately to each.

Nutshell is the perfect CRM for integrating with email marketing platforms

Integrating your CRM with email marketing platforms is the right choice. CRM email marketing integration helps you automate your campaigns, track their performance, and segment your email lists, all of which drive better results for your campaigns.

Of course, these benefits only apply if your CRM functions well, so it’s important to choose the right CRM for your company. If you’re searching for one—or thinking about a change—look no further than Nutshell. Nutshell offers all the CRM benefits listed above, plus you’ll get access to our top-tier support team.

Not sure if Nutshell is the right choice for you? Try our 14-day free trial today to see what it can do for your company!


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