In an era where customers switch between devices and platforms effortlessly, the challenge for marketers is delivering a seamless, personalised experience across all touchpoints. Integrating email marketing with omnichannel CRM strategies allows businesses to gain a unified view of each customer—ensuring that no matter where or how someone interacts, the message remains relevant and cohesive.
According to Salesforce (2024), 76% of customers expect consistent interactions across departments, yet only 54% believe companies deliver on this. The solution? Omnichannel CRM integration.
What Is Omnichannel CRM Integration?
Omnichannel CRM (Customer Relationship Management) involves linking all customer data—from email, social media, website interactions, in-store visits, and more—into a single system of truth. When integrated with email marketing tools, it enables:
- Personalised email campaigns based on complete customer history
- Real-time behavioural triggers
- Unified customer segmentation and lifecycle tracking
This creates a cohesive marketing approach, where each email reflects the customer’s true journey.
The Power of a Unified View of the Customer
| Benefit | Impact |
| Eliminate data silos | All teams access the same customer insights |
| Improve targeting | Messages are based on behaviour, not assumptions |
| Streamline automation | Automated flows adapt to cross-channel actions |
| Enhance customer experience | Every touchpoint feels connected and consistent |
| Boost retention and loyalty | Relevant follow-ups create long-term brand relationships |
McKinsey & Company (2023) reports that companies with strong omnichannel engagement strategies retain 89% of their customers, compared to 33% for companies with weak omnichannel strategies.
Key Components of Omnichannel CRM + Email Integration
1. Centralised Customer Data Platform (CDP)
A CDP collects and connects data from all touchpoints (e.g., web, mobile, in-store). With this, you can:
- Track full customer journeys
- Understand past purchases, support tickets, and web activity
- Predict future behaviours using AI
2. Email Marketing Automation Tools
Connected platforms like HubSpot, Klaviyo, or Salesforce Marketing Cloud allow you to:
- Automate emails based on CRM triggers
- Personalise messages using real-time data
- A/B test content for different segments
3. Behavioural Triggers Across Channels
For example:
- A user browses shoes on your website → receives a tailored email 1 hour later
- A loyalty member visits your store → email with rewards update is sent the next day
- A complaint is submitted via chat → follow-up email ensures resolution
4. Consistent Brand Messaging
With unified data, all emails, SMS, social media ads, and push notifications are on-brand and on-time, avoiding confusing or repetitive outreach.
Real-World Use Case: Sephora
Beauty retailer Sephora integrates its CRM, email system, app, and physical stores to create a seamless experience:
- In-store staff access customer profiles from CRM
- Emails reflect online browsing and past purchases
- Loyalty points and promotions sync across platforms
This strategy has led to stronger retention, higher average order values, and a boost in brand satisfaction (Forrester, 2023).
Best Practices for Integration Success
✅ Use a Unified CRM Platform
Adopt a solution like:
- HubSpot CRM
- Salesforce CRM
- Zoho CRM
- Microsoft Dynamics 365
Ensure it integrates with your email provider.
✅ Map the Customer Journey
Identify key touchpoints:
- Awareness (e.g., social ad click)
- Consideration (e.g., product page view)
- Purchase
- Post-purchase
- Re-engagement
Automate relevant emails for each stage.
✅ Implement Smart Segmentation
Group customers by:
- Purchase frequency
- Engagement level
- Channel preferences
- Lifetime value
Send tailored messages to each group.
✅ Measure Omnichannel Performance
Use dashboards to track:
- Email open and click-through rates
- Attribution by channel
- Conversion paths
- Customer lifetime value (CLV)
Tools like Google Analytics 4, Salesforce Datorama, and Klaviyo Reports support this.
Challenges to Watch For
| Challenge | Solution |
| Data fragmentation | Use API integrations and CDPs to sync data |
| Channel overload | Focus on quality over quantity of communication |
| Privacy compliance | Ensure GDPR/CCPA compliance across all platforms |
| Tech stack complexity | Choose platforms with built-in integrations |
Note
The modern customer doesn’t care which department they’re talking to—they expect a brand to remember who they are and what they need. By integrating email marketing with an omnichannel CRM strategy, businesses can deliver intelligent, contextual experiences that drive loyalty and maximise lifetime value. In short, a unified view of the customer creates unified growth.
More Read
References
Forrester. (2023). Omnichannel Engagement: The Key to Retaining Customers. https://go.forrester.com/research
HubSpot. (2024). CRM and Email Integration for Smart Marketing. https://blog.hubspot.com/marketing/crm-email-marketing
McKinsey & Company. (2023). Personalization and Omnichannel Strategy. https://www.mckinsey.com/business-functions/growth-marketing-and-sales
Salesforce. (2024). State of the Connected Customer. https://www.salesforce.com/research/customer-expectations
Statista. (2024). CRM Software Market Size Worldwide. https://www.statista.com/statistics/1128285/global-crm-software-market-size/
