Introduction
In an age of constant digital noise, email and CRM marketing remain two of the most effective tools for driving engagement and building customer loyalty. When used together, they create a powerful system for managing relationships, automating communication, and delivering targeted content at the right time.
At Market Mingle, we understand that successful email and CRM marketing requires more than just sending out newsletters. It’s about strategy, segmentation, and smart automation. In this article, we’ll share our top tips for success in email and CRM marketing—helping you generate leads, convert customers, and grow your brand sustainably.
1. Grow a High-Quality Email List
The foundation of successful email marketing is a permission-based list filled with people who actually want to hear from you.
How to build it:
- Use opt-in forms on your website, blog, and landing pages
- Offer lead magnets (eBooks, discounts, free trials) to incentivise signups
- Avoid buying lists—it damages your reputation and deliverability
Tip: Use double opt-in to ensure subscribers are engaged from the start.
2. Segment Your Contacts for Personalised Campaigns
Generic, one-size-fits-all emails underperform. Segmentation allows you to deliver more relevant, timely messages based on behaviour, interests, or lifecycle stage.
Effective segmentation methods:
- New subscribers vs. loyal customers
- Product preferences
- Geographic location
- Past purchase history or engagement level
CRM platforms make it easy to create smart segments and automate email flows accordingly.
3. Automate Your Email Workflows
Automation saves time, ensures consistency, and keeps your brand top-of-mind—without overwhelming your team.
Must-have automations:
- Welcome sequence for new subscribers
- Abandoned cart reminders for ecommerce
- Re-engagement campaigns for inactive contacts
- Lead nurturing sequences for B2B or service-based businesses
Use your CRM’s automation tools to set up these flows based on user actions and preferences.
4. Optimise Subject Lines and Preview Text
First impressions matter—your subject line determines whether your email gets opened or ignored.
Best practices:
- Keep it under 50 characters
- Use curiosity, urgency, or value-driven messaging
- Avoid spammy words like “free,” “guarantee,” or “act now”
- Complement your subject line with engaging preview text
Test different subject lines regularly to improve open rates over time.
5. Use Data from Your CRM to Improve Targeting
Your CRM holds a goldmine of data—use it to fuel smarter campaigns.
Examples:
- Send renewal reminders before subscriptions expire
- Offer product recommendations based on past purchases
- Trigger follow-ups after a contact visits a specific page or downloads a resource
CRM-powered marketing enables true personalisation—not just first-name inserts.
6. Focus on Value-Driven Content
People unsubscribe when content becomes irrelevant or overly salesy. Deliver real value in every message.
Content ideas:
- Helpful blog posts or how-to guides
- Industry updates or curated news
- Case studies or testimonials
- Exclusive offers for subscribers
80% value, 20% promotion is a good content ratio to keep subscribers engaged.
7. Maintain Clean Lists and Monitor Deliverability
Sending emails to outdated or unengaged contacts hurts your sender reputation.
Maintenance tips:
- Regularly remove hard bounces and unsubscribed users
- Run re-engagement campaigns for dormant contacts
- Use email verification tools to validate new signups
- Monitor bounce, open, and unsubscribe rates to spot issues early
Healthy lists lead to better deliverability and higher engagement.
8. Make Emails Mobile-Friendly
Over half of all emails are opened on mobile devices. Poor formatting = lost opportunities.
Mobile optimisation checklist:
- Use a responsive template
- Keep copy concise and scannable
- Use large, tap-friendly buttons
- Preview emails on mobile before sending
Mobile-friendly design isn’t optional—it’s essential.
9. Test, Measure, and Optimise Continuously
Ongoing improvement is the key to long-term email marketing success.
What to test:
- Subject lines and CTAs
- Send times and frequency
- Email design/layout
- Segments and targeting criteria
Track key metrics such as open rates, click-through rates, and conversions—and adjust your strategy accordingly.
10. Stay Compliant and Respect Privacy
Building trust is critical. Follow email marketing laws and best practices at all times.
Compliance essentials:
- Include a visible unsubscribe link
- Add your business address in every email
- Only send to opted-in contacts
- Follow GDPR, CAN-SPAM, and local privacy laws
Respect for your audience builds brand trust and long-term loyalty.
Conclusion
Email and CRM marketing are powerful on their own—but together, they form a complete system for customer engagement. By growing a quality list, leveraging automation, delivering valuable content, and making data-driven decisions, you’ll not only increase conversions—you’ll build deeper, lasting relationships with your audience.
At Market Mingle, we help businesses maximise the potential of their email and CRM tools. Use these tips to refine your strategy, boost performance, and turn your customer data into meaningful results.
