Don’t use CRM for email campaigns

Don’t use CRM for email campaigns

The makers of most mainstream CRM apps like to say that their products can also drive email campaigns. They can. But they are really not good at it. So my advice is not to listen to them. This is because CRM systems are generally poor for email marketing campaigns. And for three reasons.

Reason #1: There is a big difference between email and email campaigns.

The CRM systems we sell either have email built in or integrate with popular email services like Outlook/Exchange and Gmail. This is very useful. When I send and receive my email, I can do so directly from within my CRM system and all emails are stored in the contact history, which can be shared with my team. I can create templates and set up workflows for automatic responses and routing. I can search through old emails and use that data for further communication and engagement. This job increases my productivity and helps my team provide better service to our customers.

But when it comes to sending more than a few hundred emails at once – at most – I use an email marketing platform like Constant Contact, Mailchimp, Sendinblue, AWeber, or any of a dozen other great services. why? Because if I were to send thousands of emails, I would probably cause wrath from either my ISP or my email service provider. My emails could potentially be flagged as spam by recipient systems, which are now smart enough to know when an email comes from an unknown sender or server. My campaigns will be ineffective and I can be blacklisted. I will also have less useful tools and metrics that I can find in my email marketing campaign app.

Which brings me to reason 2.

Reason 2: Email marketing services are more suitable for email campaigns.

The best email platforms have tests. They monitor potential spammers. They ask clients who send emails that fail their internal tests.

I admit that my email marketing provider has shut me down several times and forced me to answer questions about my marketing lists, my subscription policies, and my content. Believe it or not and although this is inconvenient, I am happy to play this game. why?

That’s because most email systems will recognize email that comes from an authorized and recognized sender, and will generally allow those emails to pass through to their recipients because they know their senders have gone through a certain level of due diligence. This is why your emails are more likely to reach their recipients using an email marketing campaign service and then directly from your CRM system.

These email service providers also offer templates, training, resources, testing, and metrics to run your campaigns. All of them are integrated with most mainstream CRM systems. So you can transfer these results to your CRM for further analysis and follow-up.

Reason 3: CRM apps are different from email campaign management apps.

A CRM app is basically a database with features wrapped around it. Your job is to ensure that your data is as accurate and complete as possible. You can use the most reliable and popular features of your system to manage contacts, activities, forecasts, opportunities, and services. But marketing campaigns are more complex and need more specialized tools. That is why when it comes to email campaigns, you should outsource this functionality to an application equipped with these tools. They will do a better job.

These apps will do a better job than a CRM system because that’s their only job: making sure your emails are delivered to their intended recipients. Their entire business model is built around this goal.

Conclusion: Don’t use your email marketing app as a CRM app. And don’t use a CRM app for email marketing. Each of these roles is distinct, complex, and specialized. So pick one that works well and combine them together. You’ll find yourself getting a lot more benefits for the money… and much better marketing results.


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