Bridging the Gap Between Email Marketing and CRM : MarketingProfs Articles

Description

It's easy to get frustrated when mapping out the complexities of integrating email marketing with a CRM application. Companies want to view all customer data, including email marketing statistics, in one easy-to-use application. However, few CRM providers have mastered the art of email marketing.
Some organizations attempt to build their own email tool within a CRM application for managing email marketing, but this often results in poor deliverability. A new system can't immediately leverage the whitelisting status that reputable email marketing companies work hard to maintain. Also, by bringing email marketing in-house, a company must dedicate staff time to developing relationships with ISPs.
Many firms turn to an API, or application-programming interface, as the solution. APIs bridge the gap between CRM and other third-party software applications, which is useful for organizations that wish to manage customer data and email campaigns in one interface. A user may view sales data, demographic, and other customer data in the CRM system. The API is simply a bridge between the two systems, allowing them to talk with one another.
Why is integration important? Simplicity. By using a single interface, users can quickly gather information from various sources rather than logging into different applications. Everything they need is available by the click of the mouse from their CRM's

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