CRM manager
Looks after people who have already bought, so they come back.
You'll like it if you love order and see customers as long-term relationships.
What it is
CRM stands for Customer Relationship Management. A CRM manager looks after people who have already bought or left their contact details: splits them into groups, sends them useful messages at the right time and brings them back. Keeping a customer usually costs less than finding a new one.
Works with
- Marketing analytics (customer data)
- Copywriters and designers (emails)
- E-commerce manager (offers)
- Customer service
What they actually do
Segmentation
Splits customers into groups: new, loyal, haven't bought in a while, interested in one product.
Automated emails and messages
Builds automated sequences: welcome, abandoned cart, reorder, we miss you.
Newsletter
Plans regular communications and their content.
Consent and privacy
Makes sure you only write to people who gave permission and that unsubscribing is easy.
Loyalty programmes
Designs points, perks or rewards for people who come back.
Analysis
Measures opens, clicks, repeat purchases and lost customers.
How the work is measured
The indicators (KPIs) they look at most often. The charts are just drawings, not real data.
- Retention
- The share of customers who buy again.
- Churn
- The share of customers who are lost.
- Open and click rates
- How many people open the emails and click.
- Customer lifetime value
- How much a customer spends on average over the whole relationship.
How to get started
Email marketing is a good start: with the free plan of a newsletter tool you can learn lists, automations and statistics.
1. Skills you need
- Thinking in groups of people
- Writing clear emails
- Spreadsheets and data
- Knowing the consent rules
- Precision in automations
2. Free tools to practise
- HubSpot CRM (free)
- Brevo (free plan)
- Google Sheets
Tools by other companies, free or with a free plan: we mention them only as examples.
3. In job ads it's called
- CRM assistant
- Junior email marketing specialist
- Junior lifecycle marketer
4. Later you can specialise in
- Email marketing
- Lifecycle
- Loyalty
Try it
Exercise 1 · Recovering abandoned carts
Luca from Five Leaf writes to you: "Lots of abandoned carts"
4 parts, nothing to type: just choices, with a professional's solution at the end.
What you learn
- segmentation
- consent and GDPR
- automated emails
- estimating results