How do automations sync between ESP and CRM?

Synchronizing automation data between ESP and CRM ensures consistent customer records:

Native integrations: Many ESPs offer direct CRM connectors. Pre-built sync for common data fields. Usually the simplest option when available.

API integrations: Custom connections using each system's API. Greater flexibility for specific requirements. Requires development resources to build and maintain.

Middleware platforms: Tools like Zapier, Segment, or Workato connect systems. No-code or low-code configuration. Handles data transformation between systems.

Data synced typically includes: Contact creation and updates. Email engagement (opens, clicks). Automation entry and exit. Conversion events. Subscription status changes.

Sync timing: Real-time for critical data like unsubscribes. Batch sync for less urgent updates. Consider system load and API limits.

Disconnected systems create disconnected experiences. Sync ensures your CRM knows what your ESP does.