Integrating CRM and Email Marketing for Powerful Results

Integrating your customer relationship management (CRM) and email marketing efforts can drive incremental results for every cannabis business and ancillary business today. Why? Because integration leads directly to better results, and the data proves it! 

For example, research shows that email marketing messages sent through a CRM database are 40x more effective at attracting customers and closing sales than Facebook or Twitter.

A CRM tool lets you gather customer (and prospective customer) data in a centralized location so you can understand them better, including who they are and their relationship and communication histories with your brand and business. An email marketing tool lets you use that information to better engage those prospects and customers with more targeted, personalized communications that actually matter to them and motivate them to take action (e.g., buy, attend a webinar, download an ebook, and so on). 

Customer relationship management and email marketing are a powerful combination. Email marketing gives leads and customers a way to interact with your business or brand that your CRM tool can capture and track. You can then leverage that data to send better messages to the right people in the future, close more deals, retain more customers, and boost your overall ROI.

CRM and email marketing go should work together, not separately. Each will work alone, but together, they’re so much more powerful.

RELATED READING: How B2B Sales and Marketing Teams Use Email and CRM to Get Leads, Close Deals and Reduce Churn

6 Ways Integrating CRM and Email Marketing Improves Business Results

Let’s take a look at some of the key benefits your cannabis or cannabis-related business can get when you integrate your CRM and email marketing.

1. Deeper Historical Perspective

A CRM tool typically tracks data related to each of your leads and customers’ activities and sales revenue and gives you a clear understanding of your entire sales pipeline. Your email marketing tool typically allows you to track behaviors such as where contacts are in the marketing funnel, which emails your contacts open, which links they click, and if you’ve integrated your email marketing tool with your web analytics tool, you’ll even be able to see what they do after they land on your website.

However, when you integrate your CRM and email marketing, you’ll have a complete historical perspective, which includes who each contact is and what their interests are (based on prior actions and behaviors). With a bit of analysis, you can use that data to send targeted messages that are personalized to them, and you can set up automated messages to engage them on an ongoing basis.

2. Clearer Insights of Your Contacts

How do you know if you’re sending your contacts the right information to keep them engaged with your brand and motivate them to buy from you? The reality is you don’t know unless you have the right data about your contacts to evaluate first. By integrating your CRM and email marketing, you can collect and analyze this data effectively.

Use the data you collect through your sales team and your email marketing to evaluate behaviors, interests, and preferences so you can develop highly targeted communications that not only get better responses but also improve your email deliverability.

Ultimately, internal collaboration improves and teamwork is more effective, which leads to better results.

3. Actionable Data

Collecting data isn’t helpful to your business if you can’t use that data. When you integrate your CRM and email marketing, you’ll have actionable data at your fingertips so you can recognize opportunities quickly and respond in real-time.

Just as integration helps you seize opportunities, it also helps you minimize risks. Seamless data integration enables you to identify problems and fix them quickly before they negatively impact your marketing campaigns, sales efforts, customer relationships, and bottom-line.

Having access to actionable data means you can automate many tasks and streamline processes. As a result, productivity and ROI improve.

4. Improved Marketing, Sales, and Customer Support Performance

When all of your lead and customer data is in one place rather than in separate silos for marketing, sales, and customer support, communications and collaboration improve. Integrating CRM and email marketing is a critical step to integrating your marketing, sales, and customer support teams, and when these three teams work cohesively toward shared goals, your business will get better results. 

CRM and email marketing integration gives everyone the information they need to do their jobs. Having access to each lead and customer’s communication history, transactions, and insights from marketing, sales, and customer support interactions streamlines processes and enables all team members to deliver the best customer experiences. As a result, less time is wasted on unqualified leads, fewer sales are lost, customer retention increases, and the business wins.


5. Better Results and ROI

You can send more targeted, relevant messages to contacts once you’ve integrated your CRM and email marketing because you’ll have a clear understanding of who they are, what problems they have that your business can solve, and what motivates them to take action. This leads to better sales and marketing results, and your ROI will improve.

For example, using your enhanced contact insights and actionable data, you can develop timed email marketing messages with specific offers or automatic notifications to sales team members to follow up with contacts based on trigger actions like clicking on a specific link in an email message or visiting a specific page on your website a certain number of times.

6. Improved Data Management and Accuracy

When your CRM and email marketing are integrated, you can access all of the information you need for sales and email marketing in a single place rather than having contact data, sales data, marketing data, transaction data, and communications information stored in multiple places. This saves every employee a significant amount of time and reduces the risk of errors and the need for duplicate work.

In addition, with CRM and email marketing integration, it’s easy for your team members to update data and make that new data available to everyone in real-time. There is no lag between systems since everything is connected, and there is no need for duplicated work in terms of entering the same data into multiple systems. Again, this saves time and reduces mistakes that could be very costly.

Key Takeaways about Integrating CRM and Email Marketing in the Cannabis Industry

The cannabis industry gets more competitive every day, and to be successful, brands need to stay top-of-mind with their customers and prospects. Email marketing is a great way to do it, and research shows that email marketing is extremely effective. However, by integrating email marketing with CRM, you’ll be even more successful.

As your business grows, managing customer relationships, email marketing, sales, and customer support get more complex. CRM and email marketing integration as well as sales and marketing team integration are critical from the start.

For businesses working in and with the cannabis industry, the Cannabiz Media License Database, is built with fully integrated CRM and email marketing tools. When you subscribe, you get access to verified cannabis and hemp license holder leads across the U.S., Canada, and international markets as well as the marketing, sales, communications, and relationship building tools you need to be successful. To see how you can use it to improve your results, schedule a demo today.

Originally published 8/20/19. Updated 5/6/22.

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