Summary

In this chapter, we learned what a CRM is and what distinguishes it from platforms such as Mailchimp. We also covered where within the Mailchimp application you can find integrations for connecting Mailchimp to any existing CRM you might already be leveraging. Walking through where to find the integrations themselves, we also talked through some of the different types of integrations (direct or bridge integrations) and, at a high level, reviewed what the integration process is like for one of the most popular CRM platforms.

From there, we really got down to the heart of why you might consider a CRM external to Mailchimp but, most importantly, how having access to more robust data enables greater utilization of the features that were covered earlier in the book. By leveraging data, you can personalize your content more and more over time, which drives engagement by making your audience feel seen and connected to your brand and/or product.

More accurate and personalized...