Bridging Your CRM Gaps, Part I
"It's easy to get frustrated when mapping out the complexities of integrating email marketing with a CRM application," says Drew Adams. "Companies want to view all customer data, including email marketing statistics, in one easy-to-use application." It's an understandable goal.
To help bridge your CRM/email marketing gaps, you may want to employ a good API (application programming interface). "APIs bridge the gap between a CRM and other third-party software applications," Adams explains, "which is useful for organizations that wish to manage customer data and email campaigns in one interface."
To help you assess a good email marketing API provider, Adams offers a standard litmus test. It should:
- Be whitelisted with the major ISPs.
- Use third-party services to measure deliverability.
- Offer sender-ID and domain keys.
- Ban rented and/or purchased lists from their system.
- Make available and encourage double opt-ins.
- Offer a feature set that meets your needs.
- Screen users to ensure they aren't abusing the system.
If all proves satisfactory on the points listed above, you can proceed with an evaluation of the API's specific functions. We'll give you a look at Adams' advice for that stage of the process next week.
The Po!nt: You can bridge your CRM/email marketing processes with a good API. The key to finding one is a critical assessment up front.
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