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

      • Digest Janvier - Un résumé de ce qui s'est passé le mois dernier sur Community

        Bonjour chers utilisateurs, Le premier mois de l’année est déjà derrière nous ! Découvrons ensemble comment s'est passé janvier pour Zoho Community France. Nous avons démarré le mois avec une nouvelle intégration entre Zoho Desk et Zoho Contracts. Cette

      • contact support

        I have 2 request for a phone call and not received one call as promise!

      • Can we fetch Deal owner and Deal owner email with COQL?

        While fetching deal deatils with coql api and while fetching deal owner name and email it is just giving owner id not ginving name and email https://www.zohoapis.in/crm/v2/coql

      • Zoho Social - Cliq Integration / Bot

        Dear community / zoho, I am looking for a way to create a bot within Zoho Cliq to update my colleagues about our Zoho Social activities. For example, if a new post is published, it would be great if this post automatically would be shared in our social

      • Comment to DM Automation

        Comment to DM automation feature in Zoho Marketing Automation, similar to what tools like ManyChat offer. Use case: When a user comments on a social media post (Instagram / Facebook), the system should automatically: Send a private DM to the user Capture

      • Send / Send & Close keyboard shortcuts

        Hello! My team is so close to using Zoho Desk with just the keyboard. Keyboard shortcuts really help us to be more efficient -- saving a second or two over thousands of tickets adds up quickly. It seems like the keyboard shortcuts in Desk are only for

      • Handling Agent Transfer from Marketing Automation Journey to SalesIQ WhatsApp

        We are currently using Marketing Automation for WhatsApp marketing, and the features are great so far We have a scenario where, during a campaign or journey, we give customers an option to chat with our sales team. For this, we are using SalesIQ WhatsApp

      • Webinar - Getting Started with Zoho LandingPage

        Want to launch landing pages that support real marketing goals? This webinar is designed to help you understand the role landing pages play in your overall campaigns and how they contribute to lead generation and conversions. During this session, you’ll

      • Increase Round Robin Scheduler Frequency in Zoho Desk

        Dear Zoho Desk Team, We hope this message finds you well. We would like to request an enhancement to the Round Robin Scheduler in Zoho Desk to better address ticket assignment efficiency. Current Behavior At present, the Round Robin Scheduler operates

      • Zoho mail to contacts and leads, but not to accounts?

        We use the accounts tab a lot for our business because they can be linked to the sales orders. Now we want to use the mail add on to link communication of our emails to our accounts. However this is only possible for contacts and leads? It would be convenient

      • Marketing Tip #19: Upsell on product page to increase order value

        Upselling doesn’t have to feel pushy. It can actually feel helpful when done right. Think "people also bought", upgrades, add-ons, or complementary items. A smart upsell increases your average order value and improves the customer experience by making

      • CRM limit reached: only 2 subforms can be created

        we recently stumbled upon a limit of 2 subforms per module. while we found a workaround on this occasion, only 2 subforms can be quite limiting in an enterprise setting. @Anonymous User I've read about imminent increase of other components (e.

      • Kaizen #198: Using Client Script for Custom Validation in Blueprint

        Nearing 200th Kaizen Post – 1 More to the Big Two-Oh-Oh! Do you have any questions, suggestions, or topics you would like us to cover in future posts? Your insights and suggestions help us shape future content and make this series better for everyone.

      • オンライン勉強会のお知らせ Zoho ワークアウト （2/19 参加無料）

        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。 2月開催のZoho ワークアウトについてお知らせします。 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/6AyVUxp6QDmMQiDGXGkxPA ━━━━━━━━━━━━━━━━━━━━━━━━ 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「Zoho

      • Removing Tables from HTML Inventory Templates - headers, footers and page number tags only?

        I'm a bit confused by the update that is coming to HTML Inventory Templates https://help.zoho.com/portal/en/kb/crm-nextgen/customize-crm-account/customizing-templates/articles/nextgen-update-your-html-inventory-templates-for-pdf-generator-upgrade It says

      • Ability to Link Reported Issues from Zoho Desk to Specific Tasks or Subtasks in Zoho Projects

        Hi Zoho Desk Team, Hope you're doing well. When reporting a bug from Zoho Desk to Zoho Projects, we’ve noticed that it’s currently not possible to select an existing task or subtask to associate the issue with. However, when working directly inside Zoho

      • How do i move multiple tickets to a different department?

        Hello, i have several tickets that have been assigned to the wrong department.  I am talking about hundreds of automatically generated ones that come from a separate system. How can i select them all at once to move them to another department in one go? I can select them in "unsassigned open tickets view" but i can't find a "move to another department" option. I also can't seem to assign multiple tickets to the same agent in that same view. Could somebody advice?

      • Let us view and export the full price books data from CRM

        I quote out of CRM, some of my clients have specialised pricing for specific products - therefore we use Price Books to manage these special prices. I can only see the breakdown of the products listed in the price book and the specialised pricing for

      • Set Default Status of Assembly to "Assembled" When Entered in UI

        I've just discovered the new "confirmed" status of Assemblies within Inventory. While I understand the intent of this (allowing for manufacturing planning and raw material stock allocation), it was initially confusing to me when manually entering some

      • How to apply customized Zoho Crm Home Page to all users?

        I have tried to study manuals and play with Zoho CRM but haven't found a way how to apply customized Zoho CRM Home Page as a (default) home page for other CRM users.. How that can be done, if possible? - kipi Moderation Update: Currently, each user has

      • Plug Sample #14: Automate Invoice Queries with SalesIQ Chatbot

        Hi everyone! We're back with a powerful plug to make your Zobot smarter and your support faster. This time, we're solving a common friction point for finance teams by giving customers quick access to their invoices. We are going to be automating invoice

      • Enrich your contact and company details automatically using the Data Enrichment topping

        Greetings, I hope you're all doing well. We're happy to announce the latest topping we've added to Bigin: The Data Enrichment topping, powered by WebAmigo. This topping helps you automatically enhance your contact and company records in Bigin. By leveraging

      • Zoho Billing Partial Proration...

        Hi, In Zoho billing, we offer upgrades, downgrades, suspends, and resumes. We use online payment for most subscriptions, but have only a few that are offline, but we treat them the same either way.. We prorate only parts of these changes.. Right now zoho

      • Any update on adding New Customer Payment Providers who support in store terminal devices?

        Currently there is only one Customer payment provider listed for terminal devices in USA- Everyware. They charge a monthly fee of almost $149 minimum. Will you add other providers - like Zoho Payments or Stripe or Worldpay that would allow integrated

      • Getting Subform Fields to Display Top to Bottom

        I have a form where the fields are all in one column. I want to insert a subform where the fields are stacked in one column as well. I have built both the form and subform but the subform displays the fields from left to right instead of a stacked column. This will cause a problem displaying the subform correctly on mobile apps. How can I do this please?' Here is my form with subform now. As you can see the subform "Follow Up Activity" is displaying the fields left to right. I need them to go top

      • [Feature Deprecated] Gamescope in Zoho Projects

        This feature is no longer available. All work and no play makes Jack a dull boy. Well, yes. That's true! Tiring work, buzzing coffee makers, busy turnstiles , occupied meeting rooms, back-to-back status updates and what not. Your everyday routine need not have to be this hectic. It can be more rewarding. It can be more fun. Zoho Projects believes in this fact and hence has launched Gamescope - A module that turns every project into an exciting game and boosts the spirit of your team by leaps and

      • Creating a task, i can not work out how to get ID for What_Id

        hi From Module A function I map Module B record reference membershipid (ours). I need Module B Zoho ID to create the related to on task. All examples i've seen start with the Zoho ID. void automation.LTM_Assign_Dispute_Task(String membershipid) { try

      • Can't connect to POP and SMTP over VPN

        I use Thunderbird to access Zoho Mail via POP and SMTP. I have configured an app-specific password for Thunderbird to use. Everything is properly configured and works correctly — until I enable my VPN. I'm using a paid commercial VPN service (Mullvad).

      • my zoho mail is hacked

        my email is sending my username and password to people i dont know

      • Suministrar accesos

        Asunto: Enable UPLOAD_RULE for API Attachments Mensaje: Hola, Necesito habilitar la capacidad de subir attachments vía API en Zoho Mail. Actualmente recibo el error: "UPLOAD_RULE_NOT_CONFIGURED" al usar el endpoint: POST /api/accounts/{accountId}/messages/attachments

      • Introducing real-time document commenting and collaboration in Zoho Sign

        Hi, there! We are delighted to introduce Document commenting, a feature that helps you communicate with your recipients more efficiently for a streamlined document signing process. Some key benefits include: Collaborate with your recipients easily without

      • Ticket Loop from Auto Responce

        We’re seeing an issue where a client’s help desk triggers a ticket loop. When they email us, our system creates a ticket and sends the acknowledgement. Their system then creates a ticket from that acknowledgement and sends one back to us, which creates

      • How to make rule to filter out some emails from receiving the notification "Receiving a new ticket"?

        Good Morning, We are currently using the "Receiving a new ticket" notification rule to provide that auto reply template to a customer that emails us for support. However, there are some emails we don't want to receive this auto-reply. Where can I set

      • Zoho Signatures Missing

        In the past after collecting signatures from two different PDFs I would merge them by calling an api and the signatures would appear in the combined PDF. Recently the signatures have disappeared whenever I combine the PDFs together. Why did this randomly

      • Filter button in the Zoho Sheet Android App doesn't toggle on

        I am a new Zoho Sheets user and experiencing a specific issue with the filter functionality in the Android mobile application. Detailed Issue Description: The filter icon appears correctly in the toolbar. Upon tapping the filter icon/button, the toggle

      • Automate pushing Zoho CRM backups into Zoho WorkDrive

        Through our Zoho One subscription we have both Zoho CRM and Zoho WorkDrive. We have regular backups setup in Zoho CRM. Once the backup is created, we are notified. Since we want to keep these backups for more than 7 days, we manually download them. They

      • Exciting Updates to the Kiosk Studio Feature in Zoho CRM!

        Hello Everyone, We are here again with a series of new enhancements to Kiosk Studio, designed to elevate your experience and bring even greater efficiency to your business processes. These updates build upon our ongoing commitment to making Kiosk a powerful

      • New activity options for workflows

        Greetings, We are excited to announce the addition of two new dynamic actions to our workflow functionality: Create Event and Schedule Call. These actions have been thoughtfully designed to enhance your workflow processes and bring more efficiency to

      • Remove the “One Migration Per User” Limitation in Zoho WorkDrive

        Hi Zoho WorkDrive Team, Hope you are doing well. We would like to raise a critical feature request regarding the Google Drive → Zoho WorkDrive migration process. Current Limitation: Zoho WorkDrive currently enforces a hard limitation: A Zoho WorkDrive

      • Kaizen #228 - Process Large-Scale Migrated Data Using Catalyst Solutions

        Howdy, tech wizards! This week’s Kaizen explores how Catalyst Solutions in the Zoho CRM Developer Hub help import large volumes of data into Zoho CRM while improving data quality and simplifying the migration process. Why Catalyst Solutions? Catalyst

      • Next Page