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

    Nederlandse Hulpbronnen


      • Recent Topics

      • Assistance Required for Fetching Custom Subform Data in Zoho CRM Widget

        Hi Team, I am facing an issue with my Zoho CRM Widget. In the Quotes module, there are two Subforms — one is a predefined Subform, and the other is a custom Subform that we have created. In the Inspect console of my widget, I am only able to see the predefined

      • Custom Function : Copy multilookup field to text field

        Hi, I'm a newbie on function programming, I try to copy text from a multi lookup field named "societe" to a text field named "societe2". I've used this code. In deluge script it seems to work, but when I trigger this function it doesn't work (Societe2 is still empty) Argument : Name : societe / string Name : societe2 / string Code : resp = zoho.crm._updateRecord("Societe",Societe.toString(),{"Societe2":Societe});  Can anyone help me ? Thanks a lot,

      • Zoho Mail Shared Mailbox migration

        Hello! I am in the process of migrating our whole email infrastructure to Zoho Mail. We currently use cPanel for our email accounts and we want to migrate them to Zoho Mail using the migration tool. The problem is that we use an email for our sales department

      • Have an input card for zobot that could collect Name, Email, and Phone or a message all at once

        It would be great to have an input card for the codeless bot in a form style that allows it to ask all relevant questions at once. at any point in the chat flow or conversation, This approach would simplify the interaction, making it easier and more straightforward

      • Change DKIM From 20248 Bit Key to 1024 Bit Key

        I am having issues trying to change the Bit Key in DKIM from 2048 to 1024 so that it works with my Shopify Account. I can only find information on how to configure this when the Domain Key is added, but I couldn't find any details on how to change it

      • How to Add Custom Sections in the Product Page?

        Hi Zoho team, I’m currently using the Tranquil theme on Zoho Commerce and I have a question regarding the product page layout. Right now, under each product, I can see expandable sections like Product Details and Specifications. I’d like to add two additional

      • Introducing ICR in Zoho CRM: Transform your printed text into digital data

        From writing on papyrus in the ancient times to creating a humble record in your CRM, the world may have evolved with how it used to record data, but data entry as such has not been simplified. It is still a repetitive and arduous chore on which businesses

      • Can you change the width of a template, and/or the size of images we upload to the template?

        my images look good in preview, but are then skewed when sending email. Also, are image sizes "fixed" by which template is being used? Thanks in advance. CV

      • Update Date field using a custom function

        Hello, In Zoho FSM, Equipments module, I created the following custome fields for tracking the calibration of the eqipments: "Calibration Required"; type: Checkbox; API Name: "Calibration_Required__C" "Calibration Interval (Days)"; type: Number; API Name:

      • Zoho CRM API, Python SDK v7 Quoted_Items

        Hello. How do I use this SDK to retrieve the Quoted_Items from a Quote and downstream the items in a Sales Order I can see references to a constant INVENTORY_MODULES_ITEMS = ["invoiced_items", "quoted_items", "purchase_items", "ordered_items"] But I cannot

      • Zohoのシステムについて

        ここで提供しているofficeソフトが使いたくて質問するためにユーザー登録をしました。企業を対象として事業展開されているようですがzohoのシステムがよくわかりません。writerやsheetなどのソフトを利用してもかまいませんか？また利用するときの費用はどうなっているのかとか組み込まれているbasicについての資料とか、要望事項を記してくださいと書かれてあったりとか質問したいことがたくさんありますがこうした質問が許されているのかもわかりません」 ここの書き方もよくわかりません

      • Email de outra pessoa ja associada ao meu dominio

        Tenho um dominio e está falando que o email da pessoa ja está associada ao meu dominio

      • Pin multiple columns and adjust column widths in CRM subforms

        Hello all, Subforms act as secondary forms or tables in which you can associate multiple line items to a primary record and thereby ensure more structured and comprehensive data organization. We've made some recent enhancements to subforms. Here's what's

      • MULTI-SELECT LOOKUP - MAIL TEMPLATE

        Dear all how are you? We need to insert data from MULTI-SELECT LOOKUP in a email template, but I can't do that, when I'm creating the template I can't find the field to insert it. is there any solution? PVU

      • Can you please let us know how we can use Zoho for multi store?

        Hello Team, Can you please let us know how we can use Zoho for multi store because when we connect our plugin to Zoho and we create a product and then on another store when we create product with same name then product already exist error occurs, so how

      • On create of Amc module get sub form data of last row and update in Schedule Vist End Date field in zoho crm

        @Iswarya B G @Bhoomi Joshi @Abinaya Praveen @Ishwarya SG @Haiku Technical Support On create of Amc module get sub form data of last row and update in normal module field Schedule Vist End Date field in zoho crm

      • Announcing Early Access to "Zoho CRM for Everyone" — A new and exciting update to Zoho CRM

        We are delighted to announce an Early Access to Zoho CRM for Everyone— a truly democratic approach to managing a CRM, gift-wrapped in an exciting and intuitive user interface. Here, multiple teams across an organization can coordinate among each other

      • How do I create a time field?

        I want a field that only records time. I can only see how to create a date-time field. If I do that and enter a time, without a date, nothing is recorded. If I create a number or decimal field, I cannot use it in time calculations. All I want is a field

      • Magento 2 as data source for Analytics

        I see that Shopify is in Beta as a data source, any change that Magento 2 is in the works? We currently use Metrilo to parse our eCommerce data for marketing and would love to keep that inside our Zoho ecosystem. Thank you!

      • Zoho Finance Issue in Deals (ZOHO CRM)

        I create almost all estimates/Invoi in Zoho Finance when I convert a lead into a deal or a contact into a deal. But in the Deals section, when I click on any person’s deal, I don’t see the estimations or invoicing from Zoho Finance at the end. May I know

      • Invalid OAuth Token When Using Zoho CRM API with Postman

        We're in the process of integrating Zoho CRM with our Django backend and currently testing the API endpoints via Postman. I've forked Zoho's official CRM REST API collection in Postman for this. Steps Taken: Created a Self Client via Zoho API Console:

      • Restrict card movement in Kanban View

        Hello everyone, I’m wondering if there’s a way to prevent users from moving Deal cards in the Kanban view when grouped by Stage. On the Deal details page, I’ve implemented several validations to ensure users cannot change stages until all conditions,

      • Everything you want to share — in ONE link

        Hey everyone, Say hello to our very own link in bio tool – Linkthread is designed to create a single customizable link that contains everything you want to share with your audience on social media. Welcome to the Linkthread Community! What's Linkthread?

      • What is the difference between a template and a snippiet

        Hi there, I am currently working on optimising our service desk and improving the consistency of our responses. I have come across two tools that appear to help do this, templates and snippets. I was wondering what the similarities and differences are

      • Is there a way to set up templates for commonly occurring issues on Zoho Desk

        Hi there, We have recently migrated our service desk over to Zoho. I was wondering if there is a way we can set up custom templates for specific requests that we commonly get from our customers. Example: Customer often requests a password reset. There

      • Can I add Conditional merge tags on my Templates?

        Hi I was wondering if I can use Conditional Mail Merge tags inside my Email templates/Quotes etc within the CRM? In spanish and in our business we use gender and academic degree salutations , ie: Dr., Dra., Sr., Srta., so the beginning of an email / letter

      • Dynamic user applications for CPQ?

        Hi, I've been enjoying getting to know CPQ, the Product Configurator and Price Rules components have been very useful, albeit with some issues. I have noticed that I don't have the power to decide which level of sales staff has permissions when it comes

      • Automate Zoho Meeting Creation via Blueprint (Leads & Accounts)

        I need help automating Zoho Meeting creation during a blueprint transition in both the Leads and Accounts modules. Requirements: Triggered via blueprint Read meeting start time (DateTime field) and internal participants from CRM Create Zoho Meeting via

      • Forecast UI improvements

        Hi I have two improvement requests for the UI in the Forecast function. Can you add the ability to reorganise the Pipeline, Committed and Best Case columns on the Forecast? I thought they were in alphabetical order, so we renamed them so that we could

      • Cómo guardar datos de subformularios en filas individuales en Zoho Sheet o Google Sheets

        Hola comunidad, Estoy trabajando con un formulario principal en Zoho CRM llamado Clientes, el cual incluye un subformulario llamado Productos (máximo 3 productos por cliente). En el formulario principal tengo los siguientes campos: Cliente Teléfono Correo

      • ZOHO BOOKS EXPERT

        We are planning to migrate from Quick Books to Zoho Books, and are looking for a professional with experience in migration to Zoho Books and the setup of Zoho Books. Currently, we have two companies and two Quick Books accounts, and we want to integrate

      • Currency fields and decimal places in CRM email templates

        Hi, How do I get more than the standard 2 decimal places showing in a Currency field, on an email template? In the Layout for my Currency field, it is set to 6 decimal places. I want to show up to 6 places in the email template (unrounded). See attached

      • Estimating Project Costs in Zoho Projects – Based on Hours and External Costs

        Hi everyone, I'm currently setting up a project in Zoho Projects and working on implementing a budgeting structure. I’ve already enabled cost tracking based on hours logged to tasks, but I’m looking to expand this to estimate total actual costs, based

      • Assistance Required for Zoho Bulk Import Error

        Hi, I am currently attempting a bulk import in Zoho with a small batch of records to test if the import will be successful. However, despite matching all fields correctly, I continue to encounter the following error: "Not a standard user: Prospect Owner."

      • Invoice status on write-off is "Paid" - how do I change this to "Written off"

        HI guys, I want to write off a couple of outstanding invoices, but when I do this, the status of the invoices shows as "Paid". Clearly this is not the case and I need to be able to see that they are written off in the customer's history. Is there a way

      • Sending possible. Receiving not possible.

        We are not receiving mail in our company email. Could you please solve this. It has been recurring and I want it to be resolved once and for all. Please help.

      • Print a price list or price book

        Hi Community. Am I right in concluding that Zoho has no functionality to print a price list from either Zoho CRM, Zoho Inventory or Zoho Books? I won't get stuck on the fact that Zoho doesn't sync price books between Zoho CRM and Books/Inventory (more

      • Introducing Assemblies and Kits in Zoho Inventory

        Hello customers, We’re excited to share a major revamp to Zoho Inventory that brings both clarity and flexibility to your inventory management experience! Presenting Assemblies and Kits We’re thrilled to introduce Assemblies and Kits, which replaces the

      • Marketing Automation Emails Going to Spam

        Google is trapping all the marketing automation emails in spam. My domain has a perfect reputation and it looks like Zoho has a low reputation which is sending it to spam. When I pull the email out of spam and click on a link in the email, I get this

      • Page Break

        Is there a way to set page breaks in Zoho Sheet. I couldn't find anything about it on the board.

      • Next Page