When your business uses Enterprise Resource Planning (ERP), this includes from HR and finance to daily operations. For managing your customer relationships, you rely on different tools. Your ERP software is intended to grow with your business, but what if it feels like it’s keeping you further from those marketing tools?

If you’re experiencing this gap between ERP and email marketing, it doesn’t have to be this way. Your ERP software doesn’t need to feel like a burden that’s holding your organization back. Quite the contrary, you want your software to bind everything together so you can work smarter not harder.


The solution here is to find an ERP solution which is already integrated or easily can be integrated with an email marketing solution. This gives you a centralized reference to store your data, update customer information, and draw insights for smarter marketing campaigns.

When there isn’t any coordination between your sales team and the rest of the organization, you miss out on key connections. In fact, 78% of consumers changed their minds about a purchase due to poor service experience. In this guide, we’ll take a closer look at why you should close this gap between ERP and e-mail marketing, as well as how to successfully do just that.

Why Close the Gap?

Today, your data can’t exist in silos. That means your data needs to be open to all members of your team, not just your marketing team. For instance, a new hiring initiative might be something the marketing team can use for an upcoming campaign. This flows both ways. Marketing data is also useful for HR and finance professionals, as well as other executives.

Closing the gap between ERP and email marketing opens your business to smarter insights. The marketing team is better equipped not only to talk about the latest promotions and campaigns, but they’re also better able to create a quality customer experience, whether they’re responding to a website bug or following up with prospects.

Data is the lifeblood of any company. Let’s agree to break down the silos by opening the entire organization to better customer data. If you need to bring data into your ERP software, Parserr´s guide on extracting data from PDF will get you started. From there, you’re ready to increase transparency and move forward with no more data silos.

Fill the Gap and Reach More Customers

Now that you know why it’s so essential to close this gap between your ERP and your marketing software, let’s talk about how to do it. Luckily, this is the easy part. While some ERP software is living in the past, many new companies are recognizing this need.

Most companies are investing in some kind of Customer Relationship Management (CRM) tool in addition to an ERP. With CRM, you can parse customer information and emails to ensure you’re only using quality, accurate information. See this comparison to take a closer look at the best ways to identify accurate email addresses. You need a strong strategy for protecting and analyzing your customer information.

When you have a connected system within your company, everyone can act like a part of a strong team. Service reps can act as marketers. HR professionals can act as an advisor, equipped to make better hiring decisions based on customer needs. Ultimately, we need more cohesiveness in ERP solutions. These solutions on their own are powerful, but they need some help.

You can count on email marketing. A startling 80% of professionals agree email marketing is what drives customer acquisition and retention. If that’s true, why are we keeping all of this information in its own separate tower, away from those who need it most? It’s time to close the gap between ERP and email marketing once and for all.

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