CRM to Email Integration Tips

By Jelani Harper
Updated: March 28, 2011

One of the most useful functions of Customer Resource Management (CRM) is its email integration capability, which allows for an unparalleled degree of accessibility for today’s modern enterprise. Email integration enables CRM data to be retrieved from desktops and productivity applications which employees use most frequently, effectively reducing the learning curve for newcomers to a particular CRM system. Users are able to communicate more efficiently and effectively with valued customers by taking advantage of virtually instant access to the latest customer, product, and support information.

With most products, CRM integration to email simply requires selecting the appropriate option in the CRM and following the subsequent wizard. Integration can be achieved in a matter of minutes without additional hardware, software or information technology support, although the latter is usually offered. Attendant benefits include the synchronization of all CRM system capabilities (contacts, activities, tasks and appointments) into a single view of a customer’s entire company interaction, accessible through employees’ email accounts. Staff can determine the most recent activity regarding a customer’s experience and follow email conversations, while defining outgoing emails into multiple identities eliminates the need for carbon and blind carbon copying (“cc” and “bcc”).

Flexible Integration

Email integration is also highly flexible. Options include the designation of which areas of a customer’s experience and emails are to be synchronized with CRM, allowing for case-by-case privacy as needed. Structures of user defined folders and storage management of records accessed through CRM can be configured to go into the desktop system, ensuring that customer information is centralized and current. Other features include the ability to assign emails to specific cases and contacts in the CRM, while some systems automatically create new contacts when an email is received from a new source, allowing for rapid organization of potentially new customer information with the appropriate association of customer emails within the database system.

Advanced Options

Additional options include automatic spam filtering and flagging, as well as the prioritization assignment of emails. Depending on which CRM product is employed, integration can include support for an unlimited amount of email accounts as well as for HTML and Word email format. CRM integrations with email marketing systems allow market listing and bulk emails to be sent based on CRM data. Such systems track email reads and links clicked, and allow recipients to unsubscribe from the CRM data base as needed. Marketing productivity is accordingly increased, granting seamless campaign targeting and the maintenance of consistent data between several locations.

Featured Research
  • 7 Ways Your CRM Helps Convert Leads

    Failure to convert interested leads can impact your bottom line drastically and simultaneously increase your operational costs and decrease your profits. The most common reason for this failure is lack of follow through from a sales team. Did you know that 74% of CRM users said that their CRM gave them improved access to customer data? And that by properly implementing a CRM, a business could shorten the sales cycle by 8 to 14%? more

  • Is Your CRM a Liability

    Is your CRM a liability? Before you answer too quickly with a no, just think about all the advancements that have taken place over the years regarding this technical solution. In fact, just in over the past decade there has been a dramatic shift away from on-premise systems to cloud based solutions. more

  • 12 Must-Have CRM Features

    Having a CRM is absolutely essential to any modern day business's success. In fact, 91% of companies with 11+ employees now utilize a CRM solution in their business. When making the decision to purchase or upgrade your CRM solution, it can be quite overwhelming determining which features are essential to your success versus those that pack more fluff than punch. more

  • Making the Case for a New CRM

    Did you know that having an outdated CRM is just as bad as not having one at all? Do you find yourself working even just a little too hard to make your current CRM work to maintain your contacts and relationships? While it is increasingly more difficult to reduce customer churn, modern CRM tools are much more powerful and provide much more opportunity to develop stronger relationships with your clients that can provide more stability and revenue to your company and bottom line. more

  • Don't Make These 10 CRM Mistakes

    Finding and buying a CRM is exciting. It is also quite daunting as you want to be as prepared as possible so as to avoid making a costly mistake. We have seen that many businesses fail when implementing a CRM, as they repeatedly make the same errors over and over again. more