Marketer's Space - Get effortless subscription management for CRM-synced contacts using Journeys
Hello, marketers! Welcome to another post in the CRM Integration Series in Marketers’ Space. We’ve been exploring how integrating Zoho CRM with Zoho Marketing Automation (ZMA) can enhance your marketing efforts, especially via the Journeys feature. This week, we’ll focus on how you can automate subscription management for contacts synced from Zoho CRM using Journeys.
Why automate subscription management?
Both your team and your customers can update subscription preferences. To stay compliant and ensure your communications are relevant, it’s crucial to manage these updates efficiently. You can:
- Manually update subscription lists.
- Automate subscription updates using Journeys.
Let’s see how Zoho Marketing Automation’s Journeys make this process effortless.
Sync CRM contacts with a targeted list
Since we're working with contacts synced from Zoho CRM, start by adding them to a specific list during the sync.
- “Added to list” trigger: Starts a journey when a contact is added to a list.
- “Criteria match” trigger: Targets contacts based on their list memberships and other criteria.
Capture customer interests in Zoho CRM
Your sales team can capture customer interests in a custom field in Zoho CRM. For instance, they could create a text field called “Interests,” which sales reps can update with values like “sale” and “new product launch.”
Add topics in Zoho Marketing Automation
In ZMA, you can create topics to categorize your campaigns:
Go to Contacts > Topics and click on Add Topic.
Group topics under relevant categories, such as:
- Newsletters
- New product launches
- Exclusive member content
- Sale announcements
Create an automated subscription journey
1. Set up the trigger
- Create a new journey and add the “Added to list” trigger. Then select the list where your CRM contacts are synced. This ensures that only relevant contacts enter the Journey.
- Alternatively, you can use the “Criteria match” trigger and set list membership as a condition to filter contacts. For even more precision, refine the entry criteria further based on additional conditions or custom CRM fields.
2. Segment based on interests
- Add a multi-way split component and configure it by setting criteria: “Interests”.
- Create branches for each interest, like “Sale” or “New Product Launch.”
- Add “No Interests” for the “Else" branch.
3. Automate subscription updates
- Under each branch, add the “Subscription Management” action.
- Configure it to subscribe contacts to a relevant topic.
- For the “Sale” branch, select “Add Subscription to Marketing Topics” and select the topic “Sale Announcements”.
- Repeat for other branches.
- For the “No Interests” branch, select “Unsubscribe From All Topics” to avoid sending irrelevant emails.
If your business runs exclusive member campaigns, you can also do this by adding a “Customer Type” field in Zoho CRM (e.g., Members and Non-Members). With this segmentation, you can create a separate Journey that automatically assigns “Members Only” topics to eligible contacts, which ensures exclusive content reaches the right audience while keeping non-members in a separate communication flow.
Handling Multiple Topic Subscriptions
If a customer wants to subscribe to multiple topics instead of just one, use the “contains” modifier instead of “is” when setting up conditions. This ensures that contacts interested in more than one topic are correctly identified and subscribed to all relevant categories, allowing them to receive communication related to multiple topics without restrictions.
Automate subscription management with the “Added to Segment” trigger
You can also achieve the same automation using the “Added to Segment” trigger. If you prefer not to sync CRM contacts into a list, you can set up a segment instead and define the criteria to be matched.
Once the segment is created, you can build a new Journey using the “Added to Segment” trigger and configure the appropriate subscription management actions for that segment.
This ensures the following:
- The segment is automatically updated whenever a contact meets the defined criteria.
- Any new contact entering the segment is immediately enrolled in the Journey, which triggers the relevant subscription updates without the need for manual intervention.
With Journeys in Zoho Marketing Automation, your subscription management can be completely automated and dynamic. No more manual updates or guesswork—just seamless, automated audience segmentation. Try it out, and let us know how it works for you. See you next week with more ways to supercharge the Zoho CRM + ZMA integration. Until then, happy marketing!
Regards,
Pearlin Nitika
User education | Zoho Marketing Automation
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