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

    • Zoho Desk app update - AI Integration for IM Chats

      Hello everyone! We have now introduced AI integration for IM Chats within the Zoho Desk mobile app. To access the feature, please enable the 'Generative AI' settings on the desktop site(desk.zoho.com). Please refer to the help link attached below: Zoho

    • Open A.I assistant Connect with Zoho Desk instant Message Conversations

      I would like to know how do I connect my instant messenger in Zoho desk with my Open A.I Gpt Assistant. this is very easy to setup using the Salesiq Zobot but when it comes to Zoho Desk i cannot figure how to make the connection. Ideal workflow Customers

    • Cannot upgrade subscription plan due to payment error message

      Hi Zoho team, This is to request support on an issue I am facing during an upgrade I am trying to make to our company's yearly Zoho subscription. I am trying to add 3 more license to my plan and during the payment phase I get the below error as in the

    • Enhancing Zia's service with better contextual responses and article generation

      Hello everyone, We are enhancing Zia's Generative AI service to make your support experience smarter. Here's how: Increased accuracy with Qwen One of the key challenges in AI is delivering responses that are both contextually accurate and empathetic while

    • Zoho Desk app update: AI powered features

      Hello everyone! We’ve introduced various AI-powered services on the Zoho Desk app. Let's take a look at what's new. Generate Content: Generate Content uses AI to formulate responses based on the your query and provides a ready-to-use reply which can be

    • Bulk update Archived Ticket

      Dear All We would like to update the "Category" values to the new filed. We found the archived Ticket seems to be don't support the bulk action. Do we have any way to update it. Finally, we would to generate a report for our ticket system. Regards I

    • Channel Configuration and Default Channels

      There are some of the default fields that cannot be removed or changed. Examples are the social media ones, such as Facebook. It would be nice to be able to remove these fields as it would be confusing if someone selected this but it's not configure

    • Delay function execute

      I've got a workflow which uses a webhook to send information to Flow, which in return updates a record in Creator. Problem is, by the time this has executed, the rest of my script has run and can't find the (yet to be) updated info in the record. Is there

    • Support www.camcard.com

      Hi, Is it possible CRM Zoho have integrations with https://camcard.com/? Thanks Br, Andy

    • Option to Customize Career Site URL Without “/jobs/Careers”

      Dear Zoho Recruit Team, I hope you are doing well. We would like to request an enhancement to the Career Site URL structure in Zoho Recruit. In the old version of the career site, our URL was simply: 👉 https://jobs.domain.com However, after moving to

    • Can't make a document editable to anyone

      Hey everyone, I am using Zoho Workdrive and trying to share a document so that it is editable by anyone with the link. I am trying to convince people to shift from Google to Zoho, but they don't have accounts yet. When I try to change the share settings

    • Edit Default Print

      What I want to do is create / edit the "Default Print" template without changing the layout I'm using. Currently I can create "Email Templates" but I don't use them for emailing and getting to that selection takes multiple clicks. If an email template could be set to be the Default Print template that would be helpful. I'd also like to print these in bulk but don't see that option (there is a mail merge macro but that goes straight to emailing, not to print or PDF).

    • Widget shows error

      Hi， May I ask why below characters will be auto added into the widget link and how to solve this error? As my widget shows 404 error now. ?serviceOrigin=https%3A%2F%2Fcrm.zoho.com&frameorigin=https%3A%2F%2Fcrm.zoho.com

    • How to print envelope labels from Zoho CRM

      Can anybody give me any clue how to print envelope/package labels directly from Contacts view? Regards, Alexandru Moderation Update: The Canvas Print View, which also facilitates the formatting of mailing labels, is now available! Learn more here: Zoho

    • Data Import: New interface, improved field mapping, and more

      Hello everyone! We’ve redesigned the data import process to ensure accurate field alignment and verify that every column in the uploaded file maps correctly with Desk fields before import. Here's how: Streamlined Import Steps Importing data is now more

    • Address labels

      Hi, we've been searching for a long time for a simple way for our employees to print address labels using a Dymo Label Writer 450. We came up with two alternatives that work, bur aren't really optimal.  First one is WebMerge. Webmerge is a great application that does 100% what we need but it is way too expensive for our needs. We only need to print a couple of labels per month. The second one is the integrated print tool in Zoho CRM, (Print preview) You would think this is the obvious way to do this

    • Print Labels

      How can I configure my address to print my labels like this: Name Mailing Address Mailing City, Mailing State Mailing Zip Country Instead of: Name Mailing Address Mailing City Mailing State Mailing Zip Country Thanks!!!!

    • Mailing labels - Improperly formatted

      All I'm trying to do is print one, properly formatted, mailing label. I'm in the Contacts module. In the default "list view" for mailing labels I selected a single client, hit the "more actions" drop down and selected print mailing label. Unfortunately,

    • Printing mailing labels

      The ability to print mailing labels would seem to be an important, basic, function of a good CRM. I find it very surprising that this has still not been addressed adequately by Zoho. When trying to use the existing "mailing label" included: 1. the data

    • Pageless mode needed to modernise Writer

      When we switched from GSuite to Zoho, one of the easiest apps I found to give up, was Docs. In many ways, Writer has always been more powerful than Docs, especially in terms of workflows/fillable forms/etc. However, I went back into Docs because I notice

    • Zoho Projects - Visual improvement to parent and sub-task relationship

      Hi Projects Team, My feature request is to improve sub-task visibility. Please see screenshot below. I really think parent child relationships could be visually improved. Even if the first letter of the parent task was inline with other same level tasks

    • API method to get activity feed in Recruit

      Hi community, I'm trying to figure out - is there any API method tto get information about datetime when Recruit/Candidates record tag where added?

    • Printing Mailing labels

      Is there any way to adjust the size of the printing labels? or product would I use to print labels from Zoho? Thanks, Josef Krieger Moderation Update (14th April 2025): We have another post discussing the same topic with votes and feedback from users.

    • Default to Current Date

      I'm importing data from a excel spread sheet that does not have date column and I'd like the date column in the Zoho Database to default to the current date. Any way I can do this?

    • Different Company Name for billing & shipping address

      We are using Zoho Books & Inventory for our Logistics and started to realize soon, that Zoho is not offering a dedicated field for a shipping address company name .. when we are creating carrier shipping labels, the Billing Address company name gets always

    • Make Packages from multiple sales order of a single customer

      Our customers sends orders to us very frequently, some times what customer wants is to ship items from 5 to 6 sales orders in a single shipment. it will be very nice if, zoho can implement this function, in which we can select items from other sales orders of the customer.

    • Show Custom Button in Portal Listview Canvas

      I have created a custom button that shows in a list view of deals (internally I can see it). I have permissions to allow this button on the portal. But it is not displaying in the canvas list? Before I do too much leg work, is this function allowed?

    • Zoho Sites "pages" management page

      I have 80 plus pages on zoho sites. When I go to the "pages" link to view and edit pages, They are not in any kind of order, so I spend lots of time searching for pages when I need to edit or create new. How can I change the view order of all my pages

    • AI feature in Zoho Desk suggesting answers based on past ticket threads

      Hi I would like to suggest something that would be very useful : instead of suggesting answers based on the Knowledge Base, I think it would be great if Zia could analyze the history of all customer and agents threads, to suggest answers in new tickets.

    • Advanced Customization of the Help Center using JavaScript

      Hello everyone, The Help Center in Zoho Desk can be customized by using HTML and CSS to provide structure and enhance the page's appearance—but what if you want to add interactive and dynamic elements? You can add these effects with JavaScript, a programming

    • Introducing Zoho POS for the Kingdom of Saudi Arabia

      Hey everyone, We are excited to kick-start December with a completely personalized edition of POS for retail businesses in Saudi Arabia to help run your operations with ease. It offers four different subscription plans—Free, Standard, Professional, and

    • Unveiling Zoho Sites 2.0 - A new dimension in website building

      Dear Zoho Sites Users, We are thrilled to announce the launch of Zoho Sites 2.0 today! This refresh represents a significant step forward in the capabilities of Zoho Sites and is crucial for creating a lasting and positive impact on our customers' businesses.

    • Script Editor not an option

      I am trying to apply a script to a sheet and Script Editor is not an option. I don't want to go outside Sheets to do this (like Creator) if it can be done inside Sheets.

    • Not able to link email text.

      Kindly check Zoho Sites. I am unable to turn a text into a email link. The save button does not work. Kindly try yourself to see it not responding to save.

    • Migrate data from old to new account

      Hy, Have one Old Zoho Notebook Account with Data , want to migrate that whole Data to New Zoho Notebook Account which is in Zoho One . Is that possible ? If Yes then how?

    • Zoho Analytics Regex Support

      When can we expect full regex support in Zoho Analytics SQL such as REGEXP_REPLACE? Sometimes I need to clean the data and using regex functions is the easiest way to achieve this.

    • Add Custom Reports To Dashboard or Home Tab

      Hi there, I think it would be great to be able to add our custom reports to the Home Tab or Dashboards. Thanks! Chad

    • landed cost-need help with different currency under the same bill

      I’m having trouble recording landed costs in Zoho Inventory/Books. My purchase order is in CNY, but the landed cost (freight) I pay is in USD. Zoho forces everything under the same bill to use one currency, so I can’t enter the landed cost in its actual

    • Pricing Strategies: #1 Nuances in Pricing

      When Clara first opened her digital printing shop, pricing was simple. She sold handmade greeting cards, planners, business cards, and other physical items at fixed label prices, individually and in bulk. One SKU, one price, one bill, and that's all it

    • [Free Webinar] Learning Table Series – Education Management in Zoho Creator

      Hello Everyone! We’re excited to invite you to another edition of Learning Table Series, where we showcase how Zoho Creator empowers industries with innovative and automated solutions. About the Learning Table Series The Learning Table Series is a free,

    • Next Page