As I prepare for my Mailchimp training webinar this week, I am reminded of the importance of having an integrated CRM (customer relationship management) tool and email marketing tool. In fact, integrating or connecting all of your operational infrastructure tools as much as possible, is the ultimate goal but I’m going to focus on your CRM and email marketing tools in this blog.

The name of the game when building your operational infrastructure (systems & tools) is to make your business run as efficiently as possible so you can maximize productivity and increase your profits.

There really is a direct connection between a solid operational infrastructure and sales.
The more time you can spend on marketing, sales and customer retention the more revenue you will have.

Full integration of your CRM and email marketing tools is ideal, meaning you find one tool that does both. Ontraport is an example of this but it is a little complex for most new entrepreneurs. The next best thing is to find tools that connect or share data in some way. Zapier is a popular tool that accomplishes this need.

Once your business has leads and customers, data is king. Knowing how and why you attracted your lead and what made them convert to a sale, plus understanding your customers buying patterns, is the only way you will know how to make it happen again. And making it happen again and again is the key to generating revenue and staying in business long-term.

Problems With Having Disjointed Tools
One of the main problems with having a CRM and an email marketing tool that aren’t integrated or connected in some way is that you basically end up with 2 databases that you have to manage and maintain. When you enter a new contact into your CRM, you will also have to remember to enter them into your email marketing database. You end up with 2 disjointed databases. Each having valuable information about your contacts but the patterns and habits will be less obvious or not obvious at all.

Another example of why having 2 disjointed databases is a problem is, let’s say you are talking to a lead or a customer on the phone, guiding them to a sale. You won’t have easy access to the interactions they had with your email marketing campaigns to leverage in your conversation.

Benefits to Having Integrated Tools
And in order to effectively market to your contacts, you’ll need to segment your database. Segmenting means grouping contacts together based on certain criteria like gender, type of product purchased in the past, product interest, number of products purchased, marketing channel, referral, etc. There are many ways businesses can segment their data. It depends on what criteria you determine is important to you. Segmenting makes it easier to connect with your contacts and offer them the thing they are most likely to buy. Now, you have to segment 2 databases too! Another reason for integration or connection.

Those are a few examples of why having an integrated CRM and email marketing solution can support you in your business. I’d love to hear about your experience with connected tools. Drop a note in the comments section and let me know.