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CRM/Email Management


CRM Management

Considered Effective
Used Segmentation
Revenue Increase (CRM)
  • According to Campaign Monitor, 74% of online consumers get frustrated when content like offers, ads, and promotions are not aligned with their interests.
  • According to DMA, marketers have found a 760% increase in email revenue from segmented campaigns.

Here’s a breakdown of what I do as a CRM manager:

Data Collection and Management:

  • Collect and store customer data, including contact information, purchase history, preferences, and interactions.
  • Ensure data accuracy and consistency by regularly cleaning and updating the CRM database.

Email data collection and management play a crucial role in effective marketing and communication strategies. Gathering data through email allows businesses to understand their customers better and tailor their campaigns accordingly. By collecting information such as email addresses, demographics, and purchase history, companies can personalise their messages and provide more relevant content to their subscribers. This not only increases engagement and conversion rates but also enhances customer satisfaction and loyalty.

Proper management of email data is equally important as it ensures the accuracy, security, and efficiency of communication. Organising and categorising email lists enables businesses to segment their audience and target specific groups with tailored messages. This allows for more effective marketing campaigns and personalised communication, leading to higher open and click-through rates. Additionally, managing email data ensures compliance with privacy regulations and industry standards, protecting both the company and its customers from potential breaches or misuse of information. Implementing robust data management practices also ensures that the right information reaches the right people at the right time, streamlining communication processes and improving overall productivity.


  • Segment the customer database based on various criteria such as demographics, behavior, purchase frequency, and engagement level.
  • Create targeted customer segments to personalise marketing efforts.

Email segmentation is a powerful tool that allows businesses to divide their email subscribers into different segments based on specific characteristics or behaviors. This segmentation enables businesses to tailor their email messages and content to each segment, resulting in more relevant and personalised communication.

By segmenting their email list, businesses can send targeted messages that resonate with each group of subscribers. For example, a clothing retailer could segment their email list based on gender, allowing them to send tailored emails featuring men’s or women’s clothing to the respective segments. This not only increases the chances of engagement and conversion but also helps to build stronger relationships with subscribers by showing that the business understands their needs and preferences.

Furthermore, email segmentation can also be based on subscriber behavior, such as purchase history or engagement level. This allows businesses to send specific offers or incentives to customers who have previously made a purchase or offer re-engagement campaigns to subscribers who have been inactive for a certain period. By delivering relevant and timely messages to each segment, businesses can improve their email deliverability, open rates, and ultimately, their overall email marketing success.

Customer Profiles

  • Develop detailed customer profiles or personas to better understand customer needs, preferences, and pain points.
  • Use this information to tailor marketing and communication strategies.

Email customer profiles are essential tools for businesses to understand their customers and tailor their email marketing strategies accordingly. By creating detailed customer profiles, businesses can segment their email lists and send targeted messages to different groups of customers. These profiles often include basic demographic information such as age, gender, location, and occupation. Additionally, they can also include more specific details such as purchasing history, browsing behavior, and personal preferences.

Having access to customer profiles allows businesses to send personalised emails that resonate with their customers. For example, if a customer profile indicates that a certain individual frequently purchases athletic wear, a sports apparel company can send targeted emails promoting new product releases in that category. By personalising the content and offers, businesses can increase open rates, click-through rates, and ultimately drive more conversions. Moreover, customer profiles also help businesses identify customer pain points and preferences, enabling them to address specific concerns and provide relevant solutions through their email campaigns. Ultimately, email customer profiles empower businesses to build stronger relationships with their customers and deliver a more tailored and engaging email experience.


Email automation refers to the use of technology and software to streamline and automate various aspects of email marketing. With email automation, businesses and marketers can create personalised and targeted email campaigns, send them to specific segments of their audience, and trigger automated responses based on user actions or specific time intervals.

One of the key benefits of email automation is the ability to nurture leads and build stronger relationships with customers. By setting up automated email sequences, businesses can deliver relevant and timely content to their subscribers, based on their interests, behavior, or previous interactions. For example, a clothing retailer can send automated emails to customers who have abandoned their shopping carts, reminding them of the items they left behind and offering a discount to encourage them to complete their purchase. This personalised approach not only increases the chances of conversion but also enhances customer satisfaction and loyalty.

Additionally, email automation allows businesses to save time and resources by automating repetitive tasks. Instead of manually sending individual emails to every subscriber, marketers can create email templates and set up triggers and conditions to automatically send them to the right people at the right time. This not only reduces the chances of human error but also frees up time for marketers to focus on other important aspects of their campaigns, such as analysing data and optimising their strategies. Overall, email automation offers businesses a more efficient and effective way to engage with their audience, drive conversions, and ultimately, achieve their marketing goals.

Email Integration

Email integration refers to the process of seamlessly integrating emails into other systems or platforms. This integration allows for efficient communication and collaboration between different applications. For example, integrating email with a customer relationship management (CRM) system enables users to automatically sync and track customer interactions, ensuring all relevant information is stored in one central location. This integration can enhance productivity and streamline workflows by eliminating the need to switch between different applications, saving time and effort.

Additionally, email integration can also improve communication within teams and organisations. By integrating emails with project management tools or team collaboration platforms, team members can easily share information, assign tasks, and track progress without the hassle of manual updates. This integration promotes transparency, as all team members have access to the same information and can stay updated on project developments in real-time. Moreover, email integration can enable automated notifications, reminders, and task assignments, ensuring that important messages or action items are not overlooked. Overall, email integration enhances communication, collaboration, and efficiency within organisations.

Email Management

Develop and execute email marketing strategies to engage customers, nurture leads, and drive conversions.
Define goals and objectives for email campaigns, such as increasing sales, brand awareness, or customer retention.

Content Creation

Email content creation is an essential aspect of effective email marketing campaigns. The content of an email determines whether it will capture the attention of the reader and entice them to take the desired action. To create engaging email content, it is crucial to understand the target audience and their needs. By conducting research and analysing customer data, marketers can tailor their content to resonate with the recipients, addressing their pain points and offering valuable solutions. This personalisation helps to establish a connection with the reader, increasing the chances of them opening the email, reading it, and ultimately converting.

In addition to personalisation, effective email content creation involves crafting attention-grabbing subject lines and compelling email copy. The subject line is the first impression that recipients have of the email, and it determines whether they will open it or not. Therefore, it is important to create subject lines that are concise, intriguing, and accurately reflect the content of the email.

Once the email is opened, the copy should be concise, clear, and easy to read. It should present the information in a compelling and persuasive manner, using concise sentences and bullet points to highlight key points. Visual elements such as images and videos can also be used to enhance the overall appeal of the email and make the content more engaging. By focusing on personalisation, attention-grabbing subject lines, and compelling email copy, marketers can create email content that captures the attention of the recipients and drives desired actions.

Segmented Email Campaigns

  • Utilise CRM data to send targeted and personalised email campaigns to specific customer segments.
  • A/B test email content, subject lines, and send times to optimise performance.

Email List Management

Email list management is a crucial aspect of any successful marketing campaign. One important task is to regularly clean and update the email list. This involves removing any inactive or bounced email addresses to ensure that the messages reach the right audience. By regularly managing the email list, businesses can improve deliverability rates and maintain a good sender reputation. Additionally, keeping the email list up to date allows for better segmentation and personalisation, enabling businesses to deliver targeted and relevant content to their subscribers.

Another important aspect of email list management is obtaining explicit permission from subscribers. It is crucial to ensure that individuals willingly opt in to receive emails to comply with privacy regulations and maintain a positive brand image. This can be achieved by using double opt-in procedures, where subscribers confirm their intention to receive emails through a confirmation link. By obtaining explicit permission, businesses can avoid spam complaints, maintain high engagement rates, and build trust with their subscribers. Effective email list management ultimately leads to better email marketing results, including higher open and click-through rates, increased conversions, and improved customer retention.

Comply with email marketing regulations

Email marketing regulations, such as the CAN-SPAM Act, are designed to protect recipients from unsolicited and spam emails. The CAN-SPAM Act, enforced by the Federal Trade Commission (FTC) in the United States, requires marketers to include accurate subject lines, provide a clear and conspicuous way to opt-out, and disclose their physical address in every email. Additionally, it prohibits the use of deceptive subject lines and requires marketers to honor opt-out requests promptly. This act ensures that email recipients have control over the messages they receive, promoting a more transparent and respectful approach to email marketing.

On the other hand, data privacy laws like the General Data Protection Regulation (GDPR) aim to safeguard the personal data of individuals within the European Union (EU). The GDPR places stringent requirements on businesses that collect and process personal data, including email addresses. Marketers are required to obtain explicit consent from individuals before sending them marketing emails. They must also clearly inform recipients about the purpose of data collection and provide a way to withdraw consent. The GDPR also grants individuals the right to access, rectify, and erase their personal data, reinforcing their control and privacy rights. Compliance with GDPR enhances trust between businesses and email recipients, fostering a more secure environment for data handling.

Analytics and Reporting

Track key email metrics, such as open rates, click-through rates, conversion rates, and revenue generated from email campaigns.
Analyse campaign performance and use insights to refine future email marketing strategies.


Implement personalisation techniques, such as dynamic content, product recommendations, and personalised subject lines, to enhance email relevance.

Customer Feedback

Encourage customer feedback through surveys, reviews, and feedback forms in email campaigns.
Use feedback to make improvements and address customer concerns.

Compliance and Best Practices

Ensure that email marketing practices comply with anti-spam laws and email best practices.
Maintain a positive sender reputation to improve email deliverability.

Continuous Improvement

Stay updated with email marketing trends and industry best practices.
Experiment with new email technologies and strategies to optimise results.

In this role, I aim to effectively use CRM data to personalise and target email campaigns, ultimately building and nurturing customer relationships while driving business growth.

quote background

“Email marketing is the key to unlock a world of limitless possibilities, allowing businesses to reach a vast audience, build meaningful connections, and drive impactful results.”

What Email/CRM Tools Have I Used (and a Couple I Haven’t)

Here is a list of popular Customer Relationship Management (CRM) tools I have used in past positions

These CRM tools cater to different business needs, so the choice depends on factors such as the sise of your organisation, your specific requirements, and your budget.


Segmenting Customers (Knife’s Not Needed)

How Difficult is it to Iplement Email Segmentation?

  • Email list segmentation is considered one of the most effective email marketing tactics that are 51% effective and least likely to be difficult to execute.
  • It is also less likely to be outsourced.

Segmentation enables you to tailor your marketing and communication strategies to better meet the unique needs and preferences of each group. Here are some common criteria to use when segmenting customers in CRM:


Age, gender, income, education, marital status, and other demographic factors can help create customer segments. For instance, you may target different age groups with age-appropriate messaging.

Geographic Location

Segmenting by location helps you target customers based on their region, city, or country. This can be useful for businesses with regional variations in products or services.


This involves understanding the psychological aspects of your customers, including their values, interests, lifestyles, and behavior. Psychographic segmentation can help you align your messaging with customers’ beliefs and preferences.

Purchase History

Analysing customers’ past buying behavior allows you to segment them by their purchase frequency, the types of products or services they’ve bought, and their average transaction value.

Customer Loyalty

Categorise customers by their loyalty levels, such as first-time buyers, repeat customers, or long-term, loyal clients. You can tailor loyalty programs and communications accordingly.

Engagement Levels

Segment customers based on their engagement with your brand. This could include categories like active customers (frequent website visits and interactions) and passive customers (less frequent engagement).

Industry or Business Type

For B2B companies, segmenting by industry or business type allows you to provide industry-specific content and solutions.

Buying Stage

Divide customers based on where they are in the buying process, such as awareness, consideration, or decision stage. Tailor your content to move them through the funnel.

Communication Preferences

Consider how customers prefer to receive information. Some may prefer emails, while others prefer phone calls or social media. Segmenting by communication preference ensures you use the right channels.

Customer Feedback

Collect customer feedback and segment customers based on their feedback scores. This can help you identify and prioritize areas for improvement.

Email Engagement

Segment based on email engagement metrics, such as open rates and click-through rates. This allows you to send more targeted and relevant emails.

Customer Support Interactions

Segment customers by their history of customer support interactions. For example, categorise those who frequently need support from those who rarely do.

Purchase Timing

Analyse when customers make purchases and segment them based on seasonality or specific timing patterns.

Company Size (B2B)

For B2B companies, categorise customers by the size of their organisation, which can affect their needs and buying behaviors.

Social Media Behavior

Consider how customers engage with your brand on social media, such as their likes, shares, and comments. Segmenting by social media behavior can guide your social media marketing efforts.

Effective CRM segmentation involves selecting criteria that are relevant to your business goals and marketing strategies. Regularly update and refine your segments based on data and changing customer behaviors to ensure your communications remain relevant and effective.


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