Ramak Capodicasa from Lyris talks about:
- Definition of Email Marketing Platform & a CRM
- Key Differences between email platforms and CRMs
- Which platform is best for your business?
Visit http://lyrisapac.com.au/ to accelerate your digital & email marketing campaigns
Email or CRM Platform: The Million Dollar Question? – Lyris Blog
1. 1
Lyris Connections Blog
Excerpts From Our Most Popular Posts
Email or CRM Platform: The Million Dollar Question?
By Ramak Capodicasa
Whatever your line of business, your customers are the most important
component of it. While managing and communicating with your customers
effectively is vital, things can get a little confusing when it comes to the use
of email marketing platforms versus Customer Relationship Management
(CRM) platforms.
In my experience working with digital marketing managers and directors across
Asia Pacific, there are two underlying questions feeding the confusion: What is the
difference between CRM and email platforms, and do you need one, or the other…
or BOTH?
So here is a breakdown that might be useful.
What is a CRM platform?
A CRM is a type of database that is used to collect customer information like names and email addresses, and that
manages customer data. A good CRM should be able to provide you with a 360-degree view of your customer base.
CRMs can also help you manage your customer and sales pipelines and can track other customer information like
purchasing history, discounts used, complaints/refunds, account logins, events attended, and so on. With a CRM, you
can often see who your most loyal customers are and even which of your products are most popular.
What is an email marketing platform?
An email marketing platform is an execution platform that facilitates one-to-one communications with your
customers. It’s not a database (like a CRM), but rather a tool that allows you to target and communicate with your
customers by sending them various automated emails, like newsletters or seasonal sales offers, for example.
An email marketing platform should be able to track your customer behaviour (such as clicks and downloads),
which can be instrumental in informing your future communication strategies and measuring the success of your
email campaigns.