Combine your CRM and ESP for a 360-degree view of your business

There is no doubt that your CRM (Customer Relationship Management) system is the heart of your business. But what’s the soul? I’m convinced it’s your ESP (Email Service Provider).

Your ESP is an essential tool that reaches your audiences, engages them through various types of communications (i.e. promotions, newsletters, competitions), and aggregates really useful information on them (i.e. conversion, opens, clicks). It’s the perfect channel to increase and – at the same time – measure brand awareness. Your CRM, as the master data system, needs to store this vital information.

It annoys me that email has often been so unappreciated by other business units, and viewed as an ineffective channel that does not contribute to business growth (when compared with other means, such as PPC and SEO, for example).

I’m of the opinion that the wider stakeholders in business have lacked the visibility of email and have subsequently viewed it as a non-core element of their marketing strategy. They might focus more on offline marketing, for instance. Moreover, other business departments such as Sales, in not recognizing engagement across email, can offer a disjointed customer experience.

Businesses need to be clever in their data processes in order to avoid this and ensure that customer interactions across touchpoints are recorded and circulated within the organisation.

So what’s to be done? Combine the heart and soul, of course!

dotmailer is an advocate of combining the power of your CRM and ESP. This is evident in our two main integrations with Salesforce and Microsoft Dynamics CRM. Clients, such as Help for Heroes, have seen great benefits from integrating these two core systems. The ability to build target lists and create the email in one single interface (i.e. the CRM) has dramatically reduced the time it takes to deploy campaigns, for example.

What are the three main benefits of combining your CRM and ESP?

  • Visibility of email activity across the whole business
  • 360 degree of engagement between brand & customers
  • Automation of processes and freeing up of resources

Subsequently, there should be a wider appreciation of email across the whole business.

If you’re unsure about how to influence wider technological change within your organization, I would recommend downloading a copy of the below ‘Navigating the 5 stages of marketing automation’ guide. This piece will help you to understand where your business is at on the journey and how to move in the right direction.

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