Marketer's Space: Leveraging CRM Data for Dynamic Content and Personalized Campaigns

Marketer's Space: Leveraging CRM Data for Dynamic Content and Personalized Campaigns


Hello Marketers!
Welcome back to another post in Marketer’s Space! We’re excited to continue our series on the many advantages of integrating Zoho CRM with Zoho Marketing Automation (ZMA). This series is designed to help you unlock the full potential of your CRM data and show you how it can enhance your marketing efforts. In the past weeks, we’ve looked at how to create targeted lists and segments using CRM data. We also discussed how you can set marketing goals and measure ROI effectively by utilizing the insights from your CRM.
This week, we’ll look at how you can use the CRM data directly in your marketing campaigns. Whether it’s crafting highly personalized email or SMS campaigns, or creating engaging WhatsApp messages, we’ll explore how Zoho CRM data works hand-in-hand with ZMA to transform your multi-channel campaigns into meaningful, personalized conversations with your audience.

Using CRM Data Across Multi-Channel Campaigns


You can seamlessly use CRM data within your campaign content to create highly personalized communications across channels. For instance, you can bring CRM data into your Email, SMS, and WhatsApp campaigns. In email campaigns, you can personalize the subject line and pre-header text by including the CRM Lead Owner’s Name and CRM Lead Owner’s Email. For SMS campaigns, you can personalize the message content using relevant CRM data to make it more engaging. Similarly, in WhatsApp campaigns, you have the flexibility to customize both the header text and the message content to ensure each communication feels tailored to your audience.

Maximizing Personalization with Custom Fields and CRM Integration

When integrating Zoho CRM with Zoho Marketing Automation (ZMA), you’re not just syncing standard contact data—you can also create and sync custom fields to bring in more tailored customer information. These custom fields allow you to structure your data effectively and use it within Dynamic Content and Merge Tags to personalize campaigns without creating multiple versions. Let’s see how you can set up and use custom fields for better targeting.
  1. Create a Custom Field in Zoho CRM – Define a field that stores relevant customer information, such as Customer Type with values like “High Profile” or “Important Customer.”
  2. Create the Same Custom Field in ZMA – Ensure consistency by replicating the field type in Zoho Marketing Automation.
  3. Map the Fields During Sync – When setting up the sync between CRM and ZMA, match the CRM custom field with the corresponding ZMA field to ensure seamless data transfer.
Now, this mapped data can be used in your campaigns through Dynamic Content and Merge Tags.

What is Dynamic Content?

Dynamic Content, available in the email template builder, allows you to create a single campaign that adapts to different audience segments based on the conditions you specify.
Idea
This feature supports various content types, including text, images, text with images, and even buttons, dynamically changing them for each recipient.
When integrated with Zoho CRM, you can use Account Tags like Industry, Rating, Account Type, Account Name, Annual Revenue, Number of Employees, SIC Code, Website, and Account Owner to tailor your campaigns. Apart from these tags, you also have custom fields synced from Zoho CRM under Predefined Tags, allowing you to further personalize your messages.
Let’s say you want to personalize your email content based on the Industry tag. For contacts in the “Technology” industry, you could display the message: “Explore our latest tools designed for tech innovators.” And for contacts in the “Healthcare” industry, the email could say: “Discover solutions tailored for healthcare professionals.”
Similarly, you could tailor visuals, CTAs, or even button text based on a custom field tag. For instance, you can create a custom field in Zoho CRM to track membership status and sync it with Zoho Marketing Automation. During a sale, you can use Dynamic Content to show an exclusive banner for members with a message like:
“Members get exclusive deals—shop now!”
Additionally, you can add a CTA button, so members see:
“Browse Member-Only Discounts”, redirecting them to the exclusive sale section.
Meanwhile, non-members would see the standard sale content, ensuring a seamless yet personalized experience for every recipient.
By leveraging dynamic content with CRM tags, you ensure every recipient gets a message that feels personal and relevant, driving better engagement and response rates.

What are Merge Tags?

Merge Tags are a powerful feature available in the campaign text editor that directly pulls data from Zoho CRM and replaces it as text in your content. These tags ensure seamless personalization by dynamically adding CRM details to your campaigns.
These are the types of merge tags that are pulled from CRM:

1. Account Tags:
  • Industry
  • Rating
  • Account Type
  • Account Name
  • Annual Revenue
  • Number of Employees
  • SIC Code
  • Website
  • Account Owner
2. CRM Merge Tags:
  • CRM Lead Owner Email
  • CRM Lead Owner Role
  • CRM Lead Owner Street
  • CRM Lead Owner City
  • CRM Lead Owner State
  • CRM Lead Owner Country
  • CRM Lead Owner Zip
  • CRM Lead Owner Phone
  • CRM Lead Owner Fax
  • CRM Lead Owner Mobile
  • CRM Lead ID
  • CRM Account ID
3. Lead Merge Tags:
Custom fields synced from Zoho CRM can also be used as Merge Tags. These are listed under “Lead Merge Tags”, allowing you to include additional personalized details that are unique to your CRM setup. This makes it easy to insert customized data directly into your content, ensuring a highly personalized experience for every recipient.

Suppose you are creating an email campaign and want to include the CRM lead owner’s name in the greeting. You can use the tag $[CRM:CONTACTOWNER]$ in your email content.
Content in Editor:
Hello $[CRM:CONTACTOWNER]$,
We noticed you’re interested in exploring solutions for your business in the $[AF:ACCOUNT_TYPE||]$ sector. Our team has tailored options just for you!
Content Seen by Recipient:
Hello John,
We noticed you’re interested in exploring solutions for your business in the Technology sector. Our team has tailored options just for you!
Let’s say you want an entire sentence to be different for each customer based on past interactions. Instead of sending a generic message, you can create a custom field in Zoho CRM with the Text Area field type, which supports values of up to 2,000 characters. The sales team can manually update this field with a personalized message or any important update from their last conversation with the customer. During the sync with Zoho Marketing Automation, create a custom field with the same Text Area field type in ZMA and map it to the corresponding CRM field. This custom field can now be inserted as a Merge Tag in your campaign content. 
Content in Editor:
“Hi [First Name],
We’re excited about your journey with us. $[CRM:PERSONALIZED_MESSAGE]$ Let us know if you need any help along the way.”
Content seen by recipient:
For one customer, the email might read:
“Hi Alex,
We’re excited about your journey with us. Your premium subscription is now active, and you can explore all the advanced features. Let us know if you need any help along the way.”
For another, it could be:
“Hi Sarah,
We’re excited about your journey with us. Our team has scheduled your product demo for Tuesday and will share the meeting link soon. Let us know if you need any help along the way.”
This allows marketers and sales teams to collaborate seamlessly, ensuring that every email feels personal, relevant, and directly tied to past conversations—without manually drafting individual messages for each contact.
This level of personalization ensures each recipient feels directly addressed, improving the overall impact and engagement of your campaigns.

Why Marketers Should Integrate Zoho CRM with ZMA

Integrating Zoho CRM with Zoho Marketing Automation is a game-changer for marketers looking to enhance their campaigns and maximize their ROI. Zoho CRM is a treasure trove of customer insights, from basic details like names and contact information to advanced metrics such as deal statuses and account types. By integrating Zoho CRM with Zoho Marketing Automation, you can leverage this data to create highly personalized and relevant campaigns across email, SMS, and WhatsApp. The integration also streamlines workflows, ensuring that your marketing and sales teams are always on the same page.

Stay tuned as we continue this series, where we’ll uncover more benefits of integrating Zoho CRM with ZMA. Until then, happy marketing!

Regards,
Pearlin Nitika
User Education | Zoho Marketing Automation

    • Recent Topics

    • merhaba

      merhaba sosyal medya paketimiz mevcut ama yorumları göremiyoruz ve o yüzden cevap veremiyoruz destek rica ediyoruz.

    • Teaminbox not working

      We couldn't send or receive any mail within the team inbox. Displaying error 'Unable to process this request.'

    • Related lists New option in missing

      hi I have created quite a few modules and added as related lists to my main module. Some have new, some dont I can not see why?

    • Cliq and ToDo integrations?

      I'm a bit surprised not to find any way to open a Cliq chat for the current thread, or to create a Zoho Mail ToDo from a thread. Are these on the roadmap?

    • Reply-to names are mangled

      Hello, I'm seeing an odd behavior in replies. Steps to reproduce: 1. Click reply to an email from "John Doe <doe.john@example.com> in TeamInbox Expected outcome: TO field pre-filled with "John Doe <doe.john@example.com>" Actual outcome: TO field pre-filled

    • I CANT UPGRADE MY FREE ACCOUNT

      I TRY TO UPGRADE MY FREE ACCOUNT AND I COULD NOT UPGRADE IT CAN SOMEBODY TELL ME WHY? AND I HAVE THE MONEY SO.

    • Level up your ASO game with tags & categories in store reviews

      Introducing tags and categories in Apptics' store reviews Dear Apptics community, If your app is listed on the Play Store or App Store, you already know how important store reviews and ratings are. They’re one of the most direct signals of user sentiment

    • Including attachments with estimates

      How can attachments be included when an estimate is sent/emailed and when downloaded as a .pdf? Generally speaking, attachments should be included as part of an estimate package. Ultimately, this is also true for work orders and invoices.

    • Adding VENDOR SKU to PURCHASE ORDERS

      how can we add the Vendor SKU when issuing a Purchase Order , so the PO shows the Supplier SKU and our own Internal SKU , which is what we want to receive into the system .

    • Possible to freely prompt/query CRM data using Zia?

      Is it possible to prompt Zia to query on any information stored in the CRM, especially on the data stored in custom text fields? My use case is the people in my organisation have entered lots of text in custom text fields to capture information from an

    • Restrict employees to take only one day holiday from a multi-day festival holiday

      Hi everyone, I have a requirement related to Optional/Festival Holidays in Zoho People. For example, in the month of May there are three optional holiday dates: May 11, May 12, and May 13. Employees can choose one of these days as their optional holiday.

    • Cannot modify colours in invoice email template

      I have tried switching browsers... but I cannot change the (pretty horrible) default colours in the preset email when sending an invoice... the blue banner, red outstanding total and the bright green button... I can change other things but not the colours?

    • Cannot find zpuid for Zoho Projects user

      I'm using the Zoho Projects v3 API to create a task. The task is created successfully, but in order to assign the task owner, the "Create a Task" API also requires the zpuid of the task owner. Unfortunately I cannot find any user-related API calls that

    • Print a document from Zoho Writer via Zoho Creator

      If i use the code below i can get writer to create a new document or email it to me but i want to be able to print it directly from the browser and not have to send it via email and then print. Below is the code im using. Attached options form zoho writer

    • Allow styling for specific Subform fields in Zoho Creator

      Sometimes in forms we need to visually highlight a specific field inside a Subform (for example Sanctioned Amount, Approved Value, Critical Fields, etc.) so that users immediately notice it while entering data. Currently there is no direct UI option to

    • Career site URL - Suggestion to modify URL of non-english job posting

      Hi, I would like to suggest making a few modification to career sites that are not in english. Currently, the URL are a mix of different languages and are very long. It makes for very unprofessional looking URLs... Here is an example of one of our URL

    • 3/18 オンライン勉強会のお知らせ Zoho ワークアウト （無料）

      ユーザーの皆さま、こんにちは。コミュニティチームの中野です。 3月開催のZoho ワークアウトの開催が決定しましたのでご案内します。 今回はZoomにて、オンライン開催します。 ▶︎参加登録はこちら（無料） https://us02web.zoom.us/meeting/register/BoNTN7zYR8OvOPGShqBY0A ━━━━━━━━━━━━━━━━━━━━━━━━ Zoho ワークアウトとは？ Zoho ユーザー同士で交流しながら、サービスに関する疑問や不明点の解消を目指すイベントです。

    • New 2026 Application Themes

      Love the new themes - shame you can't get a little more granular with the colours, ie 3 different colours so one for the dropdown menu background. Also, I did have our logo above the application name but it appears you can't change logo placement position

    • Placeholder format in Number field does not reflect Max Digits configuration

      When the Max Digits (Maximum digits of number) property is set to a smaller value (for example, 2 digits), the placeholder in the input field still displays a 7-digit format (#######). The same behavior can also be observed in Decimal and Currency field

    • How does SKU work when selling products in parts in Zoho Inventory

      Hello everyone, Zoho Inventory does not understand the physical cutting of the piece.. It only tracks quantities of the unit (like feet ). So when you sell part of an item, the system simply reduces quantity for that SKU. Assume that i have a 50 ft long

    • CRM Cadences - working timesThe Friday afternoon? The next Monday morning? Not at all?

      I think I’m writing saying that cadence emails are only sent during the organisations set working hours in CRM. So if a particular email is set to send for example in three days and that lands on a Sunday (when working hours are not operational) when

    • CRM Cadences - working times

      I think I’m right in saying that cadence emails are only sent during the organisations set working hours in CRM. So if a particular email is set to send for example in three days and that lands on a Sunday (when working hours are not operational) when

    • Push Notification for New Bookings in Zoho Bookings App

      when a someone schedules an appointment through the booking page, is there any option to receive a push notification in the mobile app?

    • Intergrating multi location Square account with Zoho Books

      Hi, I have one Square account but has multiple locations. I would like to integrate that account and show aggregated sales in zoho books. How can I do that? thanks.

    • Add the same FROM email to multiple department

      Hi, We have several agents who work with multiple departments and we'd like to be able to select their names on the FROM field (sender), but apparently it's not possible to add a FROM address to multiple departments. Is there any way around this? Thanks.

    • Zoho Desk View Open Tickets and Open Shared Tickets

      Hi, I would like to create a custom view so that an agent can view all the open tickets he has access to, including the shared tickets created by a different department. Currently my team has to swich between two views (Open Tickets and Shared Open Tickets).

    • Clone Banking Transaction

      Why is there no option to CLONE a Transaction in the Banking module?? I often clone Expenses (for similar expense transactions each month) so I would also like to clone Income transactions. But there is no option in Banking to clone an existing Income

    • Zoho Expense - Bi-Weekly Report Automation

      Hi Zoho Expense Team, My feature request is to please include an option to automate creation of reports bi-weekly (every 2 weeks)

    • Application Architecture in Zoho Creator: Why You Should Think About It from the Start

      Many companies begin using Zoho Creator by building simple forms to automate internal processes. This is natural — the platform is extremely accessible and allows applications to be built very quickly. The challenge begins to appear when the application

    • Arquitetura de Aplicações no Zoho Creator: Por que pensar nisso desde o início

      Muitas empresas começam a utilizar o Zoho Creator criando formulários simples para automatizar processos internos. Isso é natural — a plataforma é extremamente acessível e permite construir aplicações rapidamente. O problema começa a aparecer quando a

    • Dark Mode - Font Colors Don't Work

      When editing a document in Dark Mode and selecting font colors, they don't show up on screen.  Viewing/editing the same document in Light Mode shows them just fine.

    • How to Customize & Reorder Spaces in Zoho One 25 (Spaces UI) — Admin Tips Not in the Docs

      Hey Zoho Community, After digging around in the new Spaces UI, I found a couple of admin features that aren't well documented yet but are really useful. Sharing here in case others are looking for the same things. 🔁 How to Change the Default Space Users

    • System Components menu not available for Tablet to select language

      I have attached a screenshot of my desktop, mobile, and tablet menu builder options. I am using 2 languages in my application. Language Selection is an option under the System Components part of the menu, but only for my desktop and phone(mobile). My

    • Approvals in Zoho Creator

      Hi, This is Surya, in one of  my creator application I have a form called job posting, and I created an approval process for that form. When a user submits that form the record directly adding to that form's report, even it is in the review for approval.

    • How Zoho Desk contributes to the art of savings

      Remember the first time your grandmother gave you cash for a birthday or New Year's gift, Christmas gift, or any special day? You probably tucked that money safely into a piggy bank, waiting for the day you could buy something precious or something you

    • Estimate PDF Templates - logo too large

      Hello, I cloned a standard estimate template, but my logo is showing up much larger than intended. This doesn’t happen with the standard invoice template, where the logo displays correctly. How can I adjust the logo size in the estimate template? Thank

    • Select CRM Custom Module in Zoho Creator

      I have a custom module added in Zoho CRM that I would like to link in Zoho creator.  When I add the Zoho CRM field it does not show the new module.  Is this possible?  Do i need to change something in CRM to make it accesible in Creator?

    • Invoice emails not sending but reminders are

      I am a new user. I have been creating some dummy invoices before I go live and have struck a block. Emails for the invoice are not being recieved by the recipient, however, when I send a reminder for the same invoice the email is sent. NOTE: I have checked

    • Deleted account recovery

      I ended up accidentally deleting our Zoho invoice account while trying to work something out. Emailed support for recovery and restoration of the deleted account, if possible, but they responded by saying they can't find an account associated with that

    • Devis et factures multipage coupées

      Bonjour, je suis sur Zoho invoice et je rencontre un problème sur mes devis et factures lorsqu'ils dépassent 1 page. je me retrouve souvent avec des lignes coupées ou le sous total page 1 et le total page 2. j'aimerai savoir s'il existe une possibilité

    • Next Page