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

    • Fix image at bottom of a page fot automatic proposal creation

      I'm working on a proposal document to automate our proposal creation process. So far it works fine, but I experience some problems with an image I want to have fixed at the bottom of the page AND above the footer. This section of the document consists

    • Can't scroll the page down unless I refresh the page

      Hello, This issue has been going on with me and a lot of other users in my organization, we can't scroll down! the scrolling side bar doesn't appear and scrolling down through mouse or keyboard keys doesn't work, it seems that the page just ends in the

    • Price List

      II want to restrict the items to display in sales, quote, etc for which custom rates are added in price list. How I can do the same in Zoho books

    • Let’s Talk Recruit: Still switching tabs to source?

      Welcome back to the Let’s Talk Recruit series. Let’s talk about how you actually source talent. Do you open multiple job boards every single time a role opens? Run the same keyword searches you ran yesterday? Download, upload, rename, and then do it again

    • Kaizen #231 - Embedding Zoho Desk Tickets in Zoho CRM

      Hello, CRM Wizards! This week, let us enhance cross-team visibility between Zoho CRM and Zoho Desk. We will use the Zoho Request Client inside a Related List widget to display open Zoho Desk tickets directly within the Contact record in Zoho CRM. This

    • Introducing a smarter, faster, and more flexible charting experience

      Hello Zoho Sheet users, We're delighted to share the latest news about a major update to charts in Zoho Sheet! The new version supports dynamic data ranges, granular styling options, faster loading, and other interesting enhancements that allow you to

    • Introducing Job Alerts

      Keeping candidates engaged beyond their first application is one of the most consistent hiring challenges. Many interested candidates simply do not revisit career sites regularly, which can result in missed opportunities and reduced re-applications. To

    • Task status - completed - other options

      I have a dumb question I know i can make custom statuses for the tasks - but is there anyway to make additional "completed" statuses like for instance if i have a task "call back customer" and i leave a vm for them to call back marking it "completed -

    • Bank feed integration First Abu Dhabi Bank (FAB) to Zoho? (UAE)

      Hello everyone, Is First Abu Dhabi Bank in the list of banks available for bank feed integration with Zoho Books? Thank you.

    • How to Export Filtered List of Contacts?

      This seems like it should be simple, but I'm stymied. I'm trying to export a filtered list of my Contacts for analysis in a spreadsheet. The use case is that I'm an ecom business based in the US. The bulk of our customers are individuals stored as Contacts.

    • Quick Create needs Client Script support

      As per the title. We need client scripts to apply at a Quick Create level. We enforce logic on the form to ensure data quality, automate field values, etc. However, all this is lost when a user attempts a "Quick Create". It is disappointing because, from

    • can we add product images in Zoho CRM Quote PDF template?

      I want to create a quotation format in Zoho CRM similar to the attached PDF, where each product is displayed in a table with rpoduct image I need the product image to appear inside the line items section of the quote. However, while checking the Quote

    • Does Zoho Writer have Dropdowns

      I want to add a drop down field in Zoho writer. Is this possible?

    • Facturation électronique 2026 - obligation dès le 1er septembre 2026

      Bonjour, Je me permets de réagir à divers posts publiés ici et là concernant le projet de E-Invoicing, dans le cadre de la facturation électronique prévue très prochainement. Dans le cadre du passage à la facturation électronique pour les entreprises,

    • Connecting Multiple WooCommerce Stores to a Single Zoho Marketing Automation Account

      Is it possible to connect multiple WooCommerce stores to a single Zoho Marketing Automation account?

    • Service Title in Service Report Template Builder

      I am currently working on the Service Report Template Builder in Zoho FSM. I have created three separate service report templates for different workflows: Preventive Maintenance Report Requested Service Report Installation Report My issue is that I cannot

    • Update: New Security Admin Role

      Hello Zoho Directory Admins! This post is to highlight the recent role and permission changes introduced as part of the security enhancements. Previously, Helpdesk Admins had the security permissions and were responsible for managing the security configurations

    • Client Script | Update #14 - Client Script Support for Quick Create

      Hello Everyone! We are back with another exciting and highly awaited update in Client Script! Over the past months, many of you shared your insights and requests, asking for the power to extend Client Script functionality to Quick Create forms. This capability

    • I'd like to suggest a feature enhancement for SalesIQ that would greatly improve the user experience across different channels.

      Hello Zoho Team, Current Limitation: When I enable the pre-chat form under Brands > Flow Controls to collect the visitor’s name and email, it gets applied globally across all channels, including WhatsApp, Messenger, and Instagram. This doesn't quite align

    • The Social Playbook - February edition: Why moment marketing works (and how brands use it)

      Imagine the final season of your favorite series is about to drop. Your entire feed is talking about it. Trailers everywhere. Fan theories. Hype at 100%. Now your go-to burger place launches a limited-edition meal box themed around that series—custom

    • PDF Attachment Option for Service Reports

      Hello Team, I would like to check with you all if there is an option to attach PDF documents to the service reports. When I try to attach a file, the system only allows the following formats: JPEG, JPG, and PNG. Could you please confirm whether PDF attachments

    • Cliq Bots - Post message to a bot using the command line!

      If you had read our post on how to post a message to a channel in a simple one-line command, then this sure is a piece of cake for you guys! For those of you, who are reading this for the first time, don't worry! Just read on. This post is all about how

    • 【Zoho CRM】営業日のロジックに関するアップデート

      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。 今回は「Zoho CRM アップデート情報」の中から、営業日のロジックに関するアップデートをご紹介します。 本アップデートにより、ワークフローにおける営業日の計算方法が改善されました。 週末などの非営業日にワークフローのトリガーが発生した場合でも、 「+0」「+1」「+2 営業日」といった設定が、意図どおりに正確に動作するようになりました。 営業日に基づくワークフローでは、日付項目を基準に「何営業日後に処理を実行するか」を指定します。

    • Merged cells are unmerging automatically

      Hello, I have been using Zoho sheets from last 1 year. But from last week facing a issue in merged cells. While editing all merged cells in a sheet became unmerged. I merged it again, but it again unmerged. In my half an hour work I have to do this 3-4

    • Introducing Built-in Telephony in Zoho Recruit

      We’re excited to introduce Built-in Telephony in Zoho Recruit, designed to make recruiter–candidate communication faster, simpler, and fully traceable. These capabilities help you reduce app switching, handle inbound calls efficiently, and keep every

    • Just want email and office for personal use

      I am unclear as how to how I would have just a personal email (already do have it and love it) and get to use docs, notebook, workdrive etc. In other words mostly everything I had a google. I find gocs can be free with 5gb and so can mail with 5gb. Are

    • Unable to change the "credentials of login user" option when creating a connection

      I want to create a new Desk connection where the parameter to use 'credentials of login user' is set to YES. I'm able to create a new connection but am never given the option to change this parameter. Is this a restriction of my user profile, and if so,

    • Show backordered items on packing slip

      Is it possible to show a column on the Packing Slip that shows number of backordered items when a PO is only partially filled? I would also like to see the Backordered column appear on POs after you receive items if you didn't get ALL of the items or partial amounts of items. And lastly, it would be nice to have the option of turning on the Backordered column for invoices if you only invoice for a partial order. -Tom

    • Zoho Sheet for Desktop

      Does Zoho plans to develop a Desktop version of Sheet that installs on the computer like was done with Writer?

    • Zoho CRM Community Digest - January 2026 | Part 1

      The new year is already in motion, and the Zoho CRM Community has been buzzing with steady updates and thoughtful conversations. In this edition, we’ve pulled together the key product enhancements, Kaizen learnings, and helpful discussions from the first

    • Zoho CRM Feature Requests - SMS and Emails to Custom Modules & Time Zone Form Field

      TLDR: Add Date/Time/Timezone form field, and be able to turn off auto timezone feature. Allow for Zoho Voices CRM SMS Extension to be able to be added to custom modules, and cases. Create a feature that tracks emails by tracking the email chain, rather

    • Introducing Bigin's Add-in for Microsoft Outlook

      Hello Everyone, Email is an important way to communicate with customers and prospects. If you use Outlook.com for emails and Bigin as your CRM, the Outlook Add-in helps you connect them easily so you can see your Bigin contact details right inside Outlook.com.

    • Ask the Expert – Zoho One Admin Track : une session dédiée aux administrateurs Zoho One

      Vous administrez Zoho One et vous vous posez des questions sur la configuration, la gestion des utilisateurs, la sécurité ou encore l’optimisation de votre back-office ? Bonne nouvelle : une session Ask the Expert – Zoho One Admin Track arrive bientôt,

    • Zoho Commerce

      Hi, I have zoho one and use Zoho Books. I am very interested in Zoho Commerce , especially with how all is integrated but have a question. I do not want my store to show prices for customers that are not log in. Is there a way to hide the prices if not

    • How to Associate Zoho Projects in Zoho CRM

      Hi I need script for associating projects in zoho projects to particular Account in zoho CRM side. It can be done manually but I need the automation for this process. There are no api regarding associating a project in zoho crm account. Need assistance

    • Add Claude in Zoho Cliq

      Let’s add a real AI assistant powered by Claude to your workspace this week, that your team can chat with, ask questions, and act on conversations to run AI actions on. This guide walks you through exactly how to do it, step by step, with all the code

    • Need to set workflow or journey wait time (time delay) in minutes, not hours

      Minimum wait time for both Campaigns workflows and Marketing Automation journeys is one hour. I need one or the other to be set to several minutes (fraction of the hour). I tried to solve this by entering a fraction but the wait time data type is an integer

    • Editing Item Group to add Image

      I did not have the image of the product when the Item Group was created. Now I have the product image, and would like to associate/add to the Item Group. However the Item Group Edit functionality does not show/allow adding/changing image. Please hel

    • Zoho Books - France

      L’équipe de Zoho France reçoit régulièrement des questions sur la conformité de ses applications de finances (Zoho Books/ Zoho Invoice) pour le marché français. Voici quelques points pour clarifier la question : Zoho Books est un logiciel de comptabilité

    • New in Office Integrator: Download documents as password-protected PDFs

      Hi users, We're excited to introduce password-protected PDF as a download option in Zoho Office Integrator's document editor. This allows you to securely share confidential information from within your web app. Highlights of the password-protected PDF

    • Next Page