A new survey has found that marketers use customer relationship management (CRM) systems to organise their email leads.

The study, conducted by the Chartered Institute of Marketing (CIM), revealed that one in five (21 per cent) marketing professionals use CRM because they believe it offers the best return on investment.

Overall, more than three-quarters (77 per cent) of marketers said they use CRM as part of their campaign strategy. CRM was also found to account for an average of ten per cent of marketing expenditure.

Business Link adviser James Cope said CRM can be used by firms to achieve a standardised interaction with consumers and tailor messages to them effectively.

“Quite often a lot of the intelligence and contacts will be lost if a sales person is gone from an organisation,” he said.

“If it’s all being recorded and kept in the CRM, a colleague or a new person to the role can easily access the system.”

CRM system generated around £1.4 billion in 2009, up from £1.2 billion last year.

Posted by Suzanne Stock – Communications Director, HR, Online Advertising, General Marketing