Why is it Good if Your Email Marketing Provider Also Offers CRM?
Today’s enterprises depend on a variety of different systems to drive their business operations. The two you will find in many organizations are customer relationship management (CRM) and email marketing software. With the CRM, they can track customer interactions throughout the relationship, while the email program handles the marketing aspect, which is a must for business of any size. These two solutions are great on their own, but so much more powerful when combined. Here are more reasons getting CRM functionality from your email marketing provider is a good idea:
List Management Simplified
The customer list is perhaps the most valuable asset in any business. However, keeping up with it can be a chore, especially if you are maintaining two separate lists in two separate locations, as is often the case when you have both email marketing and CRM software. When your service provider offers support for both, you can benefit greatly from the power of integration. Among the simplest benefits is having the ability to manage your list from a centralized location. Centralized list management allows you to maintain your list from a single interface, meaning there is no need to log into two different systems to manage your contacts. More importantly, it means that you never have to miss out on engaging new subscribers as your lists are updated in both places.
Deeper Insights
Having the luxury to manage your list from one place is definitely a plus, but the perks of integrating email marketing and CRM functionality does not end there. The data you can swap between both systems is another advantage that makes this a worthwhile venture. By connecting these two systems together, you can feed your sales team detailed performance data from your email campaigns, including information regarding opens, clicks, and unsubscribes. This isn’ t a one-way street, because the marketing department can easily share insights with the sales team, information that might in handy when communicating and nurturing relationships with customers from their end.
Bringing Streamlined Efficiency to Your Marketing
Integrating email marketing and CRM software is all about bridging the gap between marketing and sales, which are essential to the longevity of most businesses. It provides a way to conduct essential tasks with the streamlined efficiency that is almost impossible to achieve when using these two platforms individually. With the right solution, you can enjoy seamless integration that connects two of your most important systems and simplifies a variety of ordinarily complex processes.
Finding the Right Partner
There benefits of coupling email and CRM together in a single marketing solution are plentiful, but keep in mind that there are some important factors that need to be taken into consideration before you make the move to integrate. The most important of all is your integration partner. It takes a service provider that is well versed in both areas in order to enjoy that seamless integration we talked about above. Instead of signing up with the first company you run across, outline your specific requirements, do your homework, and find a reliable partner that can accommodate all of your integration needs.
Rick Kane is an advocate for <a target="_new" href="http://www.
Article submitted Tuesday, August 09, 2011 & read 3 times.
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