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Why use a CRM marketing strategy?

92% of businesses say CRM plays an important role in achieving their revenue goals (Source Small Biz Genius). If you want your business to foster meaningful relationships with its customers and potential customers, to encourage them to convert and keep coming back for more and to streamline your marketing processes for higher productivity, a comprehensive CRM plan should be a key part of your digital marketing strategy.

Utilising CRM automations streamlines your marketing data, allowing marketers to utilise this data towards achieving your marketing goals. Audience segmentation, data flows, automated communications, re-marketing strategies and general customer management are all key aspects of a functional CRM.

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The key benefits of a CRM strategy:

  • Better Customer Service: It enables you to know your customers better. A CRM gathers important customer information, such as demographics or purchase records. This ensures that your company can segment your customer base to create higher relevant campaigns, can personalise interactions and anticipate needs effectively.
  • Higher Productivity and Efficiency: Thanks to automation and centralised customer data, you can focus on building relationships and making informed decisions, without losing time on repetitive tasks ​​and supporting team efficiency.
  • Identify and Convert More Leads: With a CRM, you can gain insights and capture all of your interactions with prospects and customers, to deliver targeted communications to encourage higher conversion rates.
  • Improved Customer Retention: With customer support automation and user behaviour tracking, CRM ultimately increases customer lifetime value and helps you determine problems and quickly address them.
  • More Accurate Sales Forecasting:CRM systems help you identify key trends and get an idea of what to expect from your future sales by capturing and analysing historical sales data, enabling you to make informed decisions and goal setting for sustainable growth.


Overall, an effective CRM strategy can be an extremely powerful tool for your business. It helps you develop long-lasting relationships with prospects and current customers to encourage them to convert and keep coming back.


Using CRM and email marketing to get the most from your direct marketing

CRM and email marketing are two powerful marketing strategies for your business. Both care about who the customer is. It's all about tracking data, providing reports and creating positive customer experience, but they have some key differences. It is not about choosing one or the other for your business, but about using them in a complementary manner to get the best from both worlds. Let’s dive into these two marketing strategies:

  • With CRM marketing, formatting must be simple. It needs to efficiently deliver a straightforward message, such as the delivery notification of an order. On the other hand, email marketing usually uses templates with graphics, photos and typographies, for emails such as the newsletters.
  • CRM marketing is about sending customised and personalised emails to a specific client, while with email marketing, you tend to send the same email to your whole database or segment.
  • In a CRM, emails are sent out automatically, based on your defined sales cycle. On the other hand, email marketing needs some scheduling. 
  • CRM aims at building and maintaining relationships with customers, leading to long-term business growth, while email marketing is more geared towards promoting products and driving immediate sales. 
  • CRM engages customers through multiple channels, including phone calls, meetings, social media, etc. while email marketing engages customers primarily through emails.


CRM marketing and email marketing offer distinct advantages and therefore are crucial to integrate into your digital marketing strategy. Combining them is the best way to achieve powerful results. By integrating CRM data into your email marketing campaigns, you can enhance personalisation, segment your audience more effectively, and deliver more relevant content that drives engagement and conversions.

In summary, rather than choosing between CRM marketing and email marketing, consider incorporating both into your marketing strategy. By leveraging the strengths of each approach, you can create cohesive and impactful campaigns that drive results and foster meaningful connections with your audience.

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