August 24th, 2014
Clients ask me this question all the time — when I’m sending an individual email, do I send it from my email client (i.e. Outlook) or from the CRM system? And what about when sending out mass emails?
There’s no one correct answer, because a lot depends on the setup you have with your CRM system, and what integration tools you’re using for connecting with Outlook, Gmail, etc. But overall, here are the guidelines I would give — If you send individual emails from your CRM system, they will automatically be linked to the contact record for historical purposes. If you are using an integration tool or BCC dropbox and send it from your email client, then you can still link the email to the contact record in CRM. So the answer here is sometimes “it doesn’t matter”.
For mass emails, my answer here is always the same — use a 3rd party email marketing tool (iContact, Constant Contact, MailChimp, etc.) CRM system servers are not built with mass emails in mind. They can typically support up to 250 messages going out at a time. But you’ll be missing the email tracking statistics that come with the email marketing systems (open rates, click-through rates, bounces, etc.). CRM systems also are not able to keep up with whitelists as well as the email marketing tools are — and what this does is ensure your messages are not stuck in the Spam folder of everyone you send a message to, or that your domain is banned from getting through to them.
Instead, what you can do is use one of the 3rd party email marketing tools to send out your messages, but integrate them with your CRM system so that you only have to categorize and segment your contacts in one place, then push that information to the 3rd party tool, and let it gather the email statistics that you need.