As mentioned in the previous post, at this point in this series we are going to do a quick "refresher" on some of key messages around integrated email marketing, take a quick look at some key in-product screens before analysing the demo data.

Why integrated email marketing?

The strongest feature of e-marketing for Sage CRM is the tight integration between the email marketing solution and the core CRM system. As mentioned in previous blogs, one of the major challenges facing businesses in the execution of a successful email marketing strategy is the ability to gather and centralise customer data. This is where the integrated proposition can allow you to add value to your campaigns.

How?

CRM in itself acts as a central repository for customer information and communication history, covering multiple departmental areas (sales, marketing and customer service). This data can, within the system, be segmented, analysed and reported on to guide business decision.

The power of the integration with email marketing lies in the ability to form groups using this centralised data and on the basis of your own segmentation techniques. These groups can then be deployed within your own email marketing programmes and campaigns - in essence, your groups become your lists. As a result you will be in a position to get greater insight into your target segment, execute an effective campaign, and then channel the results back into CRM to enable follow-up actions by other teams. All of this is without ever having to leave the system!