Marketing / Email Marketing

Maximize your email marketing campaigns with a CRM

Laura Dolan and Gary Serviss

Updated: May 08, 2023 · 5 min read

best crm email marketing software

Small businesses are leveraging CRM (customer relationship management) systems as a way to streamline daily tasks and better interact with customers. A CRM for small business and email marketing offers a powerful combination that:

  • Helps generate leads

  • Nurtures existing relationships

  • Stay top of mind with leads and customers

  • Boosts both B2C and B2B marketing efforts

What sets CRM marketing email systems apart from standard email systems is they enable small businesses to focus more on the individual customer and individual company on the receiving end. This stands in contrast to the batch-and-blast email method of the past, where emails were sent into the void in hopes of a successful open rate. 

As time has shown, that simply is not effective. Combined CRM and email marketing have helped streamline small businesses’ communication standards by assisting business owners in drafting a well-written, well-placed email, thus increasing the probability that someone will not only open the email but read it and engage with interest.

Check out Keap’s guide to its top 10 Email Marketing Best Practices

What is CRM email marketing?

CRM email marketing software allows business owners to create more personalized messages for prospects and clients. For instance, your CRM software for small business gives you the power to create robust email campaigns with your target audience. 

Your overall goal is conversion, and the best way to do that in your email marketing is to include a call-to-action (CTA). Your CTA needs to direct your audience somewhere, so you could say something along the lines of: “If you’re interested in learning more about our product, click here.” (The link should redirect them to a landing page on your website.)

You can also create a sense of urgency by stating, “Hurry, this deal expires in 24 hours.” Limiting the offer always captures the attention of your audience, as they’re more apt to jump on a deal they know won’t last forever. 

Of course, the best part about working with email tools with a small business CRM is the ability to automate these tasks.

At this point you may be asking, “What is the difference between marketing automation and CRM?” 

Marketing automation software helps small businesses nurture their leads by simplifying and automating marketing-focused actions and tasks. A CRM contains all of the company’s interactions with current customers and prospects, so CRM email marketing can enable small businesses to extend correspondence to customers in a quick, easy and cost-effective fashion — all while helping marketers overcome timing, master frequency and tracking, and optimize challenges. 

An email CRM system provides automation to move leads through the sales pipeline by reaching out to them during the appropriate phases of their sales journeys. Marketing automation is devoted to raw, viable, nurtured, active and marketing-qualified leads, whereas CRM caters to sales-accepted leads, opportunities and closed deals.

Check out Keap’s Comprehensive Email Marketing Guide to learn how to craft the perfect marketing email

What are the benefits of CRM email marketing?

Using email marketing with a CRM for small business creates quite the dynamic duo when it comes to getting the attention of your target audience. Check out the following features that prospective CRM customers can benefit from:

Client management

Email CRM systems help small business owners promptly respond to incoming leads and existing contacts by sending highly personalized communications that drive action or sales.

Consistent follow-up

CRMs with email marketing can be leveraged by sending alerts directly to your phone to notify you when a prospective customer takes a certain action in your email. Alerts ensure you never miss out on opportunities to follow up with interested prospects.


Email messages can be automatically generated when you move a lead from one sales stage to the next. The CRM will ensure you never miss a step in your sales process, helping your sales team close leads consistently.


CRM with email marketing campaigns makes it easier to establish an automatic process for sending emails to new leads with pre-written templates you can customize that guide your lead to the next step.

How to choose the best CRM for email marketing

When it comes to choosing the best CRM and email marketing for small business, it’s important to look for a CRM platform that provides robust email marketing tools. For specific marketing purposes, many CRM systems have built-in email tools including templates, marketing pipelines, SMS messaging, analytics dashboards and sales forecasting capabilities. Using these features in concert helps businesses keep track of open rates, observe user behaviors, and automate email blasts and responses.

For small businesses looking to launch an email campaign with their CRM, Keap’s CRM email marketing feature makes it easy with its vast library of preloaded, flexible and functional email templates for a variety of situations, helping small businesses create powerful email communications consistently. Keap’s email marketing is also an effective channel for small businesses to generate revenue, nurture leads, close business and keep their customers in the know.

Learn how the best CRM for small business can take your email marketing campaigns to the next level

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