Managing Sales Emails with your CRM

An effective sales team relies on exceptional client communication. Personalized communication with clients helps you market to, sell to, and support potential and current clients.

The communication process for your clients should be smooth and seamless, flowing from one stage to the next. However, many businesses don’t have the tools to support a fluid conversation process with clients, and as a result, the communication suffers.

Even top-notch salespeople can fall victim to outdated tech, and miss important calls or messages from clients. While one or two missed messages may not seem like much, they do result in a negative experience for your potential clients. This can lead to negative reviews, low retention rates, and fewer sales.

Your CRM should help you communicate with clients by email, phone, text, live chat, and social media. It should provide the sales team with a centralized place to view and manage communications with clients across different channels.


Email is one of the primary ways sales teams communicate with their customers and leads. From direct emails to email campaigns, email is often the first communication had with customers. Throughout the sales process, email is used in a variety of ways, and it’s crucial that your CRM can support them all.

Enabling Sales with Email Marketing

Email marketing plays a heavy role in the sales process. Sales team members may not interact directly with email marketing campaigns, but email campaigns play an important role in lead generation and sales enablement.

Email marketing campaigns help build relationships with prospective customers. They help companies understand customer interests, needs, and pain points. When email marketing campaigns are managed inside your CRM, your marketers can start to build trust with and insights about your prospective customers, and salespeople can better understand customer needs and close more effectively.

Email Follow-Ups

Initial inquires from leads often come in via email. With the right CRM implementation, salespeople can respond faster to initial inquiries, improving their chances of closing sales. CRM systems can provide dedicated inboxes for sales. With a dedicated inbox just for sales emails, teams can prioritize external requests that generate revenue.

Sales teams frequently use email to follow up with their leads and customers. Most customers don’t buy on their first interaction with you, in fact, 80 percent of sales take at least 5 follow-ups after the initial meeting to close.

Make sure your sales workflows are set up so that your CRM can keep track of your emails with prospective customers. With all your sales emails in one location, salespeople can keep track of how many attempts they’ve made to follow-up, ensure they’re touching base enough times before closing out any leads, and avoid missing out on potential sales.

Finalizing Deals via Email

Sending items like final details of a deal or contract paperwork through email is very common for sales teams. Depending on your CRM’s capabilities, sending these types of communications through your CRM can provide a secure avenue of communication for your customer. Using your CRM to send deal paperwork also provides transparency for all team members, as well as a paper trail to reference if there is any confusion down the road.

A CRM can enhance communication with your with prospects and customers and it can also lead to improved customer service and consequently increased sales. By integrating email with your CRM, you’ll have a more comprehensive view of your audience and can use that information to make your outreach relevant and with timely content.