Email marketing glossary

CRM software

Customer relationship management (CRM) software allows brands to manage the data and experiences of existing and potential customers while tracking customers’ digital behavior. Brands maintaining customer records use CRMs to document customer interactions and information in a database. This makes it easier to segment the target audience and personalize experiences based on their preferences and behaviors.

Some brands integrate CRM software with email service providers (ESPs) to optimize email workflows. When customers trigger touchpoints like opt in to receive future communications on brands’ CRM software, brands can set up their ESPs to send automated responses to customers.

Learn more about the best customer mapping tools, email automation hacks, and email marketing tools and technology with Email on Acid.