Many small businesses think of CRM as interchangeable with email marketing programs like MailChimp or Constant Contact. After all, they house your contacts and keep you in touch with your leads and existing clients. Same thing, right?

© Can Stock Photo / faithie + © Can Stock Photo / pratyaksa

 

Well, no, because that’s just a small sliver of what a CRM system can do for your business.

As great as an email marketing system is, it has definite limitations. A well-integrated CRM, however, is limitless in what it can accomplish.

The main reason many businesses confuse the two is a lack of awareness of what a CRM is really capable of and how it can help businesses with all their marketing efforts.

With that in mind, let’s take a look at three key considerations about CRM and email marketing systems to understand how they are different, and how using them together can contribute to the success of your business.

CRM is your database. Email Marketing just houses your contact information.
The very definition of CRM is contact management. CRM treats contacts as whole people, not just email addresses. Email marketing simply houses how to contact them so you can send them quick campaigns. It tracks how many and who opened your emails and clicked on the links from each campaign, but it doesn’t capture any other information about them or your relationship with them..

A CRM, on the other hand, is your ultimate sales pipeline. It will not only help you maintain a clean database of your contacts, emails and other key information but it will also give you room to customize so you have a complete picture of who you are doing business with.

CRM provides the full picture on business health. Email marketing doesn’t.
CRMs are built to track a multitude of data points, including

Sales Revenue
Leads
Pipeline
Contacts
Companies
Activity tracking
Opportunities

Separately, these data points are valuable because they provide you with the information you need to run marketing campaigns, including email. Combined, they can transform your business by providing valuable and accurate insights on its separate parts as well as the whole.
Using this information, you can improve operations, create targeted marketing campaigns and ensure that your customers and clients experience personalized service from your business. Your CRM will be a data powerhouse, and if you use it to its potential you’ll get maximum results and return on investment.

CRM and Email Marketing make a powerful combination!
Nowhere does it say that CRMs and email marketing cannot get along. Indeed, they can. In fact, they’re better together! But selecting the wisest CRM for you that also integrates with email marketing requires a fair bit of research.

Several available CRM options are able to streamline email marketing integration efforts with their own software. Infusionsoft and The Mission Suite are two of them.

Want to learn more about how CRMs can drive success for your email marketing efforts and your business overall? Click here to schedule a discovery call

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