The 8 Best CRM Email Marketing Automation Platforms: Features, Pros & Cons

Sabah Noor

Dec 17, 2024

10 min read

Table of contents

What is CRM Email Marketing?
Why do CRM and Email Marketing Go Hand in Hand?
8 Best CRM Platforms for Email Marketing
1. HubSpot CRM
2. ActiveCampaign
3. EngageBay
4. Brevo
5. Freshsales Suite
6. Salesmate
7. Zoho CRM
8. Drip
Key Features to Look for in a CRM for Email Marketing
How to Choose the Right CRM for Your Business
Conclusion

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Customer Relationship Management (CRM) software and email marketing are a powerful duo that can transform your marketing strategies.

While you can manage leads and send emails separately, integrating these tools streamlines your processes and enhances your campaigns.

Connecting your CRM with email marketing lets you automatically capture leads from email forms and personalize your outreach based on customer data. This balance allows you to create targeted campaigns that resonate with your audience.

This blog will explore the top 8 CRM platforms that excel in email marketing functionality. We'll break down their key features, pros, and cons and help you determine which solution best fits your business needs.

What is CRM Email Marketing?

CRM email marketing is strategically storing customer data in a CRM system to create and send highly targeted and personalized email campaigns. This approach allows businesses to leverage detailed customer information - such as purchase history, website interactions, and demographic data - to craft relevant and timely email communications.

Some common applications of CRM email marketing include:

Sending welcome emails to new contacts
Creating automated drip campaigns to nurture leads
Delivering targeted promotions based on customer segments
Developing email funnels for various stages of the buyer's journey

Why do CRM and Email Marketing Go Hand in Hand?

We combine CRM and email marketing automation to create a balance that streamlines communication, enhances customer engagement, and drives conversions.

These platforms bridge the gap between data management and personalized outreach, ensuring marketing strategies align with customer needs and behaviors.

Improved personalization: Use rich customer data to tailor email content, improving engagement and conversion rates.
Streamlined workflow: Manage customer data and email campaigns from a single interface, saving time and reducing errors.
Improved targeting: Segment your audience using CRM data for more relevant and effective email campaigns.
Better insights: Gain a holistic view of customer interactions across sales and marketing touchpoints.
Automated follow-ups: Set up triggered emails based on customer actions or CRM data changes.
Consistent messaging: Ensure sales and marketing teams are aligned with up-to-date customer information.
Cost-effectiveness: Eliminate the need for separate CRM and email marketing tools, potentially reducing overall software costs.

By integrating CRM with email marketing, companies can achieve a seamless workflow, driving lead generation and customer satisfaction. This combination is a cornerstone of revenue-driven marketing strategies.

Saffron Edge offers top-notch marketing automation services for businesses seeking expert guidance in implementing solutions that support business scaling. Our tailored approach ensures seamless integration and measurable results.

8 Best CRM Platforms for Email Marketing

After evaluating multiple platforms, we’ve compiled a list of the top eight CRM solutions for email marketing.

These platforms are ideal for businesses to enhance marketing automation and drive meaningful engagement.

1. HubSpot CRM

HubSpot CRM is a comprehensive platform that combines robust CRM features with advanced email marketing capabilities. Known for its user-friendly interface and extensive free plan, HubSpot is a popular choice for businesses of all sizes.

Key Features:

Free plan with up to 1 million contacts and 2,000 monthly emails
Visual drag-and-drop email builder
Marketing automation workflows
Landing page and form builders
Contact and company insights
Deal pipeline management

Pros:

Generous free plan with core CRM and email marketing features
Intuitive user interface suitable for beginners and experts alike
Comprehensive all-in-one marketing, sales, and service platform
Extensive integration options with third-party tools

Cons:

Paid plans can be expensive for small businesses
Some advanced features only available in higher-tier plans
Email templates can be somewhat limited in design flexibility

Best For: Small to medium-sized businesses looking for a scalable, all-in-one CRM and marketing solution with a robust free tier.

2. ActiveCampaign

ActiveCampaign is a powerful email marketing and automation platform with built-in CRM capabilities. It's known for its advanced automation features and data-driven approach to customer engagement.

Key Features:

Visual automation builder
Dynamic content in emails
Predictive sending and content
Site tracking and event tracking
Sales automation and pipeline management
Lead and contact scoring

Pros:

Extremely flexible and powerful automation capabilities
Advanced segmentation options for targeted campaigns
Strong deliverability rates
Integrates well with various third-party platforms

Cons:

Steeper learning curve due to extensive features
Can be pricey for small businesses, especially when adding CRM features
User interface can feel cluttered at times

Best For: Growing businesses and marketing teams that require sophisticated automation and personalization capabilities.

3. EngageBay

EngageBay is an affordable all-in-one marketing, sales, and support platform with integrated CRM and email marketing features. It offers a user-friendly interface and a range of tools suitable for small to medium-sized businesses.

Key Features:

Contact management with a 360-degree customer view
Email broadcast and drip campaigns
Landing page and form builders
Deal pipeline management
Marketing automation workflows
Appointment scheduling

Pros:

Affordable pricing with a generous free plan
Clean and intuitive user interface
Comprehensive feature set covering marketing, sales, and support
Customizable deal pipelines and stages

Cons:

Limited template options compared to some competitors
Advanced automation features are only available in higher-tier plans
Reporting capabilities could be more robust

Best For: Small businesses and startups seeking an affordable, all-in-one CRM and marketing solution with essential features.

4. Brevo

Brevo is an email marketing platform that has expanded to offer CRM functionality, making it a versatile choice for businesses seeking an integrated solution. It's known for its user-friendly interface and competitive pricing.

Key Features:

Drag-and-drop email editor
Marketing automation workflows
SMS marketing capabilities
Landing page builder
Contact management and segmentation
Transactional Email API

Pros:

Generous free plan with unlimited contacts
Easy-to-use email editor with responsive designs
Strong deliverability rates
Affordable pricing for growing businesses

Cons:

Limited CRM features compared to dedicated CRM platforms
Some advanced features only available in higher-tier plans
Email template designs could be more modern and diverse

Best For: Small to medium-sized businesses looking for a cost-effective email marketing solution with basic CRM capabilities.

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5. Freshsales Suite

Freshsales Suite is part of the Freshworks ecosystem. It offers a comprehensive CRM solution with built-in email marketing features. It's designed to streamline sales processes while enabling effective customer communication.

Key Features:

AI-powered lead scoring and deal insights
Email campaigns and tracking
Marketing automation journeys
Built-in phone and email
Multiple sales pipelines
Custom reports and dashboards

Pros:

User-friendly interface with a clean design
AI-powered insights for sales and marketing
Seamless integration with other Freshworks products
Customizable to fit various business needs

Cons:

Email marketing features may be less robust compared to dedicated email platforms
Some advanced features only available in higher-tier plans
Limited third-party integrations compared to some competitors

Best For: Sales-focused teams looking for a CRM with essential email marketing capabilities and AI-driven insights.

6. Salesmate

Salesmate is a CRM platform that offers email marketing features, designed to help businesses streamline their sales processes and communication. It stands out for its built-in calling capabilities and focus on sales automation.

Key Features:

Email sequences and templates
Built-in calling and texting
Deal and pipeline management
Workflow automation
Reporting and analytics
Mobile apps for iOS and Android

Pros:

Intuitive interface with easy navigation
Strong focus on sales process automation
Built-in calling features included in all plans
Customizable to fit various sales processes

Cons:

Email marketing features may be less comprehensive than dedicated email platforms
Limited marketing automation capabilities
Reporting features could be more advanced

Best For: Sales teams that require a CRM with integrated communication tools and basic email marketing functionality.

7. Zoho CRM

Zoho CRM is part of the larger Zoho suite of business applications, offering a robust CRM solution with email marketing capabilities. It's known for its customizability and integration with other Zoho products.

Key Features:

Contact and deal management
Email campaigns and templates
Workflow automation
Social media integration
Custom modules and fields
Advanced analytics and reporting

Pros:

Highly customizable to fit various business needs
Comprehensive feature set for CRM and basic email marketing
Integrates seamlessly with other Zoho applications
Competitive pricing with a free plan is available

Cons:

The user interface can be complex for beginners
Advanced email marketing features require integration with Zoho Campaigns
Some features may require additional Zoho products for full functionality

Best For: Businesses already using or considering other Zoho products are looking for a customizable CRM with basic email marketing features.

8. Drip

Drip is an e-commerce-focused CRM and email marketing platform designed to help online retailers create personalized customer experiences and automate their marketing efforts.

Key Features:

Visual workflow builder for automation
Ecommerce-specific segmentation
Personalized product recommendations
Multi-channel marketing (email, SMS, social)
Revenue attribution reporting
Pre-built automation templates

Pros:

Strong focus on ecommerce businesses
Powerful segmentation and personalization capabilities
Visual automation builder is intuitive and flexible
Integrates well with major ecommerce platforms

Cons:

Can be expensive for smaller businesses or those with large subscriber lists
Learning curve may be steep for those new to marketing automation
Some users report deliverability issues

Best For: Ecommerce businesses looking for a specialized CRM and email marketing solution with advanced personalization and automation features.

Key Features to Look for in a CRM for Email Marketing

Choosing the right CRM platform requires understanding the features that directly impact your marketing success. Here are the key features when selecting a CRM for email marketing.

Email Marketing Automation: The ability to set up automated workflows based on triggers such as user behavior or milestones.
Segmentation and Personalization: Advanced audience segmentation tools to send targeted and relevant messages.
Integration with Other Tools: Compatibility with content marketing platforms, lead generation tools, and analytics dashboards.
Analytics and Reporting: In-depth insights into campaign performance, including metrics like open rates, click-through rates, and conversions.
Scalability: A platform that grows with your business, supporting advanced features as your needs evolve.

Understanding these features ensures that your chosen CRM can support your immediate marketing needs and long-term business goals, delivering measurable results.

How to Choose the Right CRM for Your Business

Selecting the ideal CRM requires careful evaluation of your business objectives and operational needs. Here are steps to guide your decision-making process.

Assess Your Goals: Identify whether your focus is on lead generation, customer retention, or email marketing.
Evaluate Features: Look for email marketing automation, CRM automation, and analytics tools.
Consider Budget: Ensure the platform fits your financial plans while offering scalability.
Check Integration Options: Confirm compatibility with existing tools like HubSpot marketing automation.
Test User Experience: Opt for platforms with intuitive interfaces and robust customer support.

Following these steps, you can select a CRM that enhances your marketing efforts and boosts ROI through efficient and scalable operations. Saffron Edge offers tailored consultations to help businesses navigate these choices and ensure the right CRM solution for optimized ROI.

Conclusion

CRMs are invaluable tools for modern businesses looking to excel in email marketing and beyond. By leveraging features like email marketing automation, content marketing integration, and CRM automation, these platforms enable companies to achieve measurable growth. Whether your focus is on B2B marketing or enhancing customer retention, choosing the right CRM can make all the difference.

Contact us as we’re a trusted partner for businesses aiming to implement or optimize CRM solutions. With expertise in marketing automation and a commitment to delivering ROI-driven results, we ensure your business stays ahead in a competitive landscape.

Make strategic investments to optimize returns from automation and begin scaling your business.

Frequently Asked Questions

A CRM email marketing automation uses software to create and send targeted email campaigns based on customer data and behaviors stored in a CRM system. This process allows businesses to automatically trigger personalized emails at specific times or in response to certain actions, improving efficiency and relevance in customer communications.

CRM integration enhances email marketing by providing access to detailed customer data, enabling more personalized and targeted campaigns. It allows for better segmentation, automated follow-ups based on customer interactions, and a more holistic view of the customer journey, leading to improved engagement and conversion rates.

Small businesses can greatly benefit from CRM email marketing tools. Many platforms offer affordable or free plans with essential features, allowing small businesses to organize customer data, automate communications, and create more effective marketing campaigns without significant investment.

Choose a CRM-focused platform if your primary need is managing customer relationships, sales pipelines, and basic email communications. Opt for an email marketing-focused platform if your main priority is creating sophisticated email campaigns, automation, and detailed analytics. Some platforms balance both, which may be ideal for businesses needing comprehensive functionality.

Popular integrations include Salesforce with Mailchimp, HubSpot with Gmail, and Zoho CRM with Campaign Monitor.

CRMs allow you to segment audiences and create tailored email campaigns based on customer behaviors, preferences, and demographics.

Absolutely. CRMs provide detailed analytics to assess campaign performance, such as open rates, click-through rates, and conversion metrics.

Drawbacks may include higher costs, a learning curve for complex tools, and potential over-dependence on automation.

Emerging trends include AI-driven insights, predictive analytics, and enhanced customer journey mapping tools.

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Social Media Advertising Trends To Watch In 2021 And Beyond For Your Business

Social media marketing demands a lot of time and attention because you need to constantly review your existing strategies and publish new types of content on the platform. To stay in a sink with the updates one needs to keep a close eye on new trends because social media marketing is constantly evolving and influencing the way businesses will work in the future. As we begin the year 2021, all social media platforms are introducing new features, updates, and are modifying their old algorithms. As the time ticks, social media trends are evolving each minute and therefore your Social media marketing tactics should also undergo a makeover. Remember Snapchat's Snap Streak feature? It was so addictive, do you think so? Users had to maintain Snap Streaks by sending snaps or photos to your friends every day. This was a huge trend! On the contrary, Instagram has features like Reels, which can last forever on your feed, and ‘Story’, which lasts for 24 hours only, are highly popular among young adults. Instagram Reels feature came as a quick alternative for Tik Tok, and now almost every social media platform is planning to add such features to their interface too. Instagram has over 500+ million active user profiles, which makes this platform the second largest platform after Facebook. So, it boils down to one thing, social media evolution is all about exploring, adapting, and innovating new trends. But that’s not the end, presenting new trends before the audience is not sufficient, it's all about how quickly one can introduce these features. These instant changes pose new challenges for brands and businesses. Remoulded algorithms and updates keep social media marketers on their toes. If you are a business leader, marketer, or entrepreneur and you use social media sites for your online business then we have tried to list down some of the top social media trends of 2021 that can help your brand to grow more so that you can ace your sales target. But why Social media platforms important for an online business. Social media is one of the most powerful tools when it comes to social media advertising. It helps in creating brand awareness, boosts audience engagement, and helps you in driving large traffic to your eCommerce website or shop. It can bring huge conversions for your business. Having a great social media presence can help you to induce loyalty and trust in your customers towards your business. Social Media Trends That Can Enhance Your Social media marketing Brands need to revisit their marketing campaigns User-generated content can help you in building trust Create short format high-quality audio-visual content Companies should focus on authentic communication Analyze trends followed by your industry leaders on social media The Instagram story can be a powerful tool for storytellingCreate buzz using social media platforms 1. Brands need to revisit their marketing campaigns You need to be spontaneous and creative at the same time. Earlier brands and businesses use to plan their social media posts, releases, and promotions way before the date of actual action. But the year 2020 left everyone bewildered and introduced a twist to these tactics. We saw advertising companies withdrawing their ad strategies, campaigns, and way of delivering their messages to the crowd. Due to the risks associated with the spread of Covid-19, we saw brands scrapping out product catalog posts and spreading awareness about safety measures like social distancing and the importance of sanitizing. Popular brands that used to hire professional actors for shooting brand endorsements were sharing photos of their employees with their families who were working from home. So one should stop planning their social media releases? Should you drop your annual social media plans? No, not completely! You can plan certain special days but you should be open to developing new ideas. You need a mix of both. Be flexible with your campaigns, messaging, and product launches. Follow the recent campaign trends, take advantage of viral hashtags, and engage with your audience on a personal level. 2. User-generated content can help you in building trust Social media advertising is not just about selling products and services, it is much more than that. Crafting user-generated content is a way to make your brand look more authentic, fresh, and reliable. As per the statistics provided by Stackla, 78% of users said that user-generated content influences their purchasing choices. We also saw that paid or promoted ads left various customers skeptical about the authenticity of their products. Therefore brands should use user-generated content to induce trust among their customers. Feature Raw Instagram stories - Post raw videos and images that you receive from your customers. People on the internet love content that is more human to them. You don’t need to just invest all your money on creating perfect videos or images, try sharing or featuring Instagram stories that come from your fans. It makes your brand look more authentic. Post About Social Issues - Don’t fill your Facebook or Instagram feed with product images and videos about your company, highlight some social issues too. Your customers will value your brand even more. It will also attract other like-minded individuals to your brand. You Can Save Money On Advertising - Featuring user-created content like images, videos, stories, etc allows you to save money on producing costly video content. Photoshoots or video recordings are not only expensive but also time-consuming. Use UGC that’ll allow you in lowering your social media expenditure. Saving UGC files is also a great idea because they can be used for some future campaigns. 3. Create short format high-quality video content You must be aware of the fact that videos on social media have a better reach and audience engagement as compared to any sort of content. Adding descriptions, offers, CTAs to your videos can drive audiences towards purchasing your products. As we have discussed earlier, recording videos can be expensive too. Therefore you should emphasize your Return On Investment. You can make this affordable by using a smartphone camera to shoot a video. You can use your smartphone camera to make engaging videos because features like Reels, stories, or IGTVs provide some really helpful editing options. Short format content like Reels can be used to create remarketing ads and sponsored ads. Another great feature from Facebook, Instagram, YouTube, etc is the Live feature. You can use live streams when you are introducing or launching a new product. Live streams can be used directly to connect with your audiences because from there you would be able to see their comments or opinions in real-time. Customers love it when they can ask questions on live streams. Remember, live streams can stay on your feed and new audiences can come and watch it later. The algorithm pushes such streams too! Your audiences will be able to see the unedited stream that will give the stream a human touch. When a large group of customers watches your live stream together, they feel as if they are a part of your family. 4. Companies should focus on authentic communication Customers on social media platforms tend to revisit their ‘following list’ from time to time and unfollow accounts that are redundant or irrelevant to them. As a brand, you can manage to engage your audience and keep them hooked on by posting content that can boost brand loyalty. How? Make sure to go live once a month or once a week. Talk to your customers, make sure you answer their questions and thank them for being a part of your online business. Post stories and photos of your office, working style, office activities, etc. You can also create ‘memory posts’ where you can recall a memory, for example - your first delivery order. You can also curate posts where you can thank them for their support in the journey so far. You can also post pictures or videos about your brand’s vision and mission. 5. Analyze trends followed by your industry leaders on social media Have you heard about ‘social listening’ on social media? Social listening means analyzing what trends your industry leaders are following currently and also listening to the demands of your online customers. You need to hear what they are trying to say. In short, you need to know what’s in demand? Without social listening, you won’t be able to figure out things that are currently popular. Pay attention to what investors and influencers are trying to convey. It’ll help you in gathering enough information about the ongoing trends. Plan your moves according to them. Use social media management tools that provide you updates about the current trends. By monitoring these trends, conversations, and actions you can figure out the best social media tactic for your brand as well. 6. The Instagram story can be a powerful tool for storytelling We have already talked about the importance of humanizing social media posts and campaigns. Instagram’s ‘story’ feature, which keeps the story on your feed for 24 hours, has been adopted by Facebook, Twitter, LinkedIn, and YouTube ‘Shorts’ as well. These quick 15 second snippets can help you to introduce new products, offers, and deals. It also allows your customers to remain connected with your brand daily. On Instagram stories, you can set up question polls, QnA, GIFs, memes, and more. Such features give your fans a reason to check your profiles back again. 7. Use social media to boost purchase intent among your customers Instagram provides various types of user interfaces such as ‘Private account’, ‘Public account’, ‘Creator’, and ‘Business account’. It depends on your needs. Each of them provides a different set of features. For instance, a business account on Instagram can reap the benefits of the ‘Shops’ feature where they can display their product catalog. Customers can learn more about the products and services. A feature like this enhances the consumer experience and provides a user to do window shopping on the go. This feature can also allow a buyer to simply click on the link to place an order without leaving the app. Similar features are available on Facebook as well. These features are really helpful, especially for small and medium businesses. Conclusion Social media platforms have grown exponentially. The growth in their audience base says it all. Social media is one of the most powerful tools that can be used to empower your marketing efforts. From creating brand awareness, boosting audience engagement, to helping you in driving large traffic, Social media can help you to boost your revenues and bring large conversions. It can help you to induce loyalty and trust in your customers towards your business. Follow these top social media trends of 2021 to build a user base of dedicated fans and smash your sales targets. ...

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The 8 Best CRM Email Marketing Automation Platforms: Features, Pros & Cons

What is CRM Email Marketing?

Why do CRM and Email Marketing Go Hand in Hand?

8 Best CRM Platforms for Email Marketing

1. HubSpot CRM

2. ActiveCampaign

3. EngageBay