Can you rely on your email marketing platform to do the job of a CRM?
Email marketing software offers users a basic way to manage their database of contacts, which makes it extremely valuable to new businesses. But in order to grow your business, you’ll eventually need sales tools that help you turn those contacts and subscribers into actual paying customers.
We’ve previously discussed how the top CRMs compare in terms of their email capabilities, but so far we haven’t analyzed the top email marketing platforms by their CRM features. Today, we’ll uncover how five of the leading email marketing providers stack up when it comes to contact management.
Which email marketing platform has the best CRM features? 1. Mailchimp Source
Mailchimp has been one of the most popular email marketing providers for years thanks to its freemium model. Once a small and nimble company focused on email marketing, the company recently decided to launch a marketing CRM within its marketing automation platform.
Mailchimp’s best CRM features
Known for its usability and friendly branding, Mailchimp’s CRM provides a user experience perfect for small business owners with a clear navigation and a clean interface.
Mailchimp leverages machine learning technology to create segments automatically based on the likelihood a customer will shop with a company and their potential spending. Their segments are also dynamic, which means that Mailchimp adds—or removes—subscribers whenever they meet the segment’s criteria.
CRM features Mailchimp misses
While powerful, Mailchimp’s automations aren’t intuitive to use or easy to set up. Lacking a workflow editor, new users will face a steep learning curve until they figure out how to set each automation properly. Some users have complained that their interface isn’t intuitive, despite its modern design.
Their segmentation is limited depending on the plan used. Even though the company offers advanced segmentation in their highest “Premium” plan, their standard segmentation capabilities are limited.
Mailchimp continues to offer a free plan up to 2,000 contacts that include its CRM features as well as forms, landing pages, and their latest website builder.
Its lowest-priced plan starts at $9.99 for 500 contacts, but lacks their advanced CRM and segmentation features. The “Standard” and “Premium” plans, which include the customer journey builder, behavioral targeting, and advanced segmentation features, start at $14.99 and $299 per month for 500 and 10,000 contacts, respectively.
2. Constant Contact Source
Founded in 1995, Constant Contact is one of the most popular email marketing software providers in the market, with more than 600,000 customers.
Does Constant Contact have a CRM?
Constant Contact does not offer a CRM, although their email marketing tool includes basic list segmentation capabilities which allow you to create segments of contacts using demographic or behavioral data like opens rates and CTR.
Some customers have indicated they appreciate the ability to create and send targeted email marketing campaigns directly from their contact list. Additionally, users have praised the UI design, which makes their product easy to navigate, learn, and use, compared to other competitors like Mailchimp.
CRM features Constant Contact misses
Constant Contact’s CRM features are unfit for companies with robust sales teams that require pipeline management, sales automation, lead scoring, and other features that help teams actually close sales. Its segmentation is confined to basic field values—e.g., name, company—and behavioral data—e.g., opens, clicks. You canContinue reading