Integrated Email Campaigns
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How to connect sales and marketing with the eworx CRM connector
Email marketing is one of the most effective tools in the modern marketing mix. Nevertheless, in many companies, CRM systems and newsletter tools work side by side instead of being integrated with each other.
This results in manual data entry, inconsistent contact information, a lack of transparency about campaign success, and a fragmented customer journey.
With the eworx CRM Connector, you can seamlessly connect the eworx Marketing Suite (eMS) with your CRM system – such as Microsoft Dynamics 365 Sales – and create a consistent, integrated database for marketing and sales.
How integrated systems unlock the full potential of marketing and sales
Numerous CRM systems offer integrated newsletter functions – but often with limited design and control options.
Many companies therefore rely on specialised solutions for professional email and event marketing. These offer advanced options in areas such as:
- Segmentation and personalisation
- AI-supported dispatch time optimisation
- GDPR-compliant communication
- High delivery quality and detailed tracking
Professional marketing systems can usually be seamlessly linked to third-party systems such as CRM or websites. However, it is crucial to make consistent use of these integration options and to synchronise data intelligently.
This allows you to benefit from:
- Automated, error-free data maintenance
- Consistent and always up-to-date contact details
- Complete transparency regarding interactions
- Efficient lead qualification
- Measurable performance across all channels
Well-thought-out system integration is therefore not a technical detail, but the strategic basis for efficient, scalable marketing and sales processes.
The advantages of integrated newsletter and event communication
Automatic synchronisation between CRM and marketing solutions offers you the following benefits:
1. Up-to-date and consistent customer data
Manual data transfers are no longer necessary. Both systems access a shared, constantly updated database.
2. More customer insights
Email interactions such as opens, clicks or unsubscribes are automatically fed back into the CRM and added to the customer history.
3. Effective lead management
Marketing responses flow directly into the sales processes – for targeted follow-up and higher closing rates.
What data is typically synchronised?
In practice, the following information is synchronised between CRM and marketing systems such as eMS:
- General contact details: name, title, email address, telephone number, company
- Extended contact information: job title, language, relationship type
- Customer status & lifecycle information
- Interaction history: dispatch times, opens, clicks, unsubscribes
This synchronisation enables:
- High delivery reliability
- Refined subscriber group segmentation
- Personalised customer communication
- Deeper insights into customer preferences
Practical use cases
Below, we describe some examples of applications for integrations between a CRM system and the eworx Marketing Suite (eMS).
Use case 1: Lead generation via eworx forms
Contact details collected via eMS forms (e.g. newsletter registrations or demo requests via eMS forms that you have integrated into your website) are automatically transferred to the CRM.
Use case 2: Campaign planning in eMS with CRM data
Contacts from the CRM system, for example from analogue sources such as trade fairs, are synchronised with the eworx Marketing Suite at defined times. The design, segmentation and dispatch planning of newsletter or event campaigns then takes place in eMS.
Use case 3: Campaign control directly from the CRM system
Marketing lists and campaign activities are created in the CRM and transferred to the eMS for further processing.
Use case 4: Synchronisation of eMS campaign information with the CRM
Information from campaigns carried out in the eMS, such as opens, clicks, bounces or unsubscribes, is automatically synchronised with the CRM system. The sales department can immediately see which contacts have actively responded.
Use case 5: Trigger emails based on CRM status changes
Status changes in the CRM (e.g. offer acceptance or new customer creation) trigger automated email campaigns in eMS, for example:
- Welcome emails
- Onboarding series
- Thank you emails
- Reactivation campaigns
Use case 6: Bidirectional synchronisation
Changes in the CRM are transferred to the eMS – and vice versa.
Example:
- A sales representative updates a contact name → the eMS automatically transfers the change.
- A subscriber unsubscribes from the newsletter → the contact details in the CRM are automatically updated.
This means that all teams work with consistent, up-to-date data – without manual corrections or media breaks.
The typical process of an integration project
We recommend the following procedure for determining the integration points:
1. Analyse integration requirements
Clarify which goals are to be achieved – such as improved personalisation or more efficient lead management. This will determine which processes are to be automated.
2. Define data fields and mappings
The next step is to determine which information is to be synchronised. Integration is achieved through clearly documented mapping of the relevant fields in both systems.
3. Perform test integration
We recommend testing the synchronisation and workflows in a test environment. We would be happy to set up an eMS test client for you.
4. Go-live and monitoring
After the productive start, the synchronisation is continuously monitored to ensure data consistency and process stability.
Conclusion: Greater efficiency through integrated email marketing
Integrating your marketing solution with your CRM system offers numerous advantages, such as:
- Efficient collaboration between marketing, sales and other teams, such as event management
- Reduced workload through automated processes
- Greater impact through targeted campaigns
- Consistent reporting
- High data quality and fewer user errors
No integrated email marketing yet?
Would you like to connect your CRM system to the eworx Marketing Suite or optimise your existing integration?
Our experts will guide you through every step of the process, from analysis and data mapping to go-live – with a practical approach tailored to your specific system landscape.