Email campaigns from your CRM, to the right people

It usually goes like this. Marketing wants to invite every customer in construction to a webinar. Someone exports a list from the CRM, cleans it in a spreadsheet and imports it into the email tool. That tool still holds a list from last year, including people who unsubscribed back then. The lists get merged. And an account manager who just had a tough call with a customer finds out later that the customer received a cheerful invitation in the middle of it.

Three things go wrong. The recipients are off, because yesterday's export does not know what changed in the CRM today. Consent is off, because an unsubscribe in the email tool never reaches the CRM, and the other way round. And nobody in sales sees what was sent, because opens and clicks live in another system.

Under GDPR this matters. You need to be able to show why someone received a marketing email, and someone who unsubscribes should not hear from you again. Not through a second list in another tool either. The legal side is covered in the guide B2B email marketing and GDPR.

In Lumo the recipients, consent and results sit on the same people as your deals and tickets. A segment is a filter on your contacts, so it is current at the moment of sending. An unsubscribe applies to the whole workspace. Addresses that bounced or complained are never emailed again. And Lumo applies those rules again as each email goes out, so someone who unsubscribes after the campaign started gets nothing more.

Lumo does the sending. You do not need a separate email tool, and your email client does not matter either: Gmail, Outlook or anything else, campaigns run on their own.

This is a made-up example to show the flow, not a customer case.

Say a B2B software company with a team of fifteen runs a user event in spring. Marketer Priya wants to invite every admin and team lead at customer organizations, plus prospects who had a demo in the last six months.

She opens the wizard. Under name and sender she picks events@ on the domain verified last month, with the company name as sender name and a shared inbox as reply-to. Under recipients she builds a filter: job title contains admin or team lead, organization in the customer lifecycle stage. Lumo shows 620 people. The exclusion panel lists 54: 21 unsubscribed, 9 addresses that no longer work, 24 without recorded consent. She notices those 24 mostly came from a partner webinar. She takes that to the webinar sign-up form, so it gets a consent field from now on.

Under template she picks the invitation with {{first_name|there}} in the greeting and sends a test to two colleagues. One spots a wrong date. She fixes the template and tests again. Under timing she schedules the campaign for Tuesday at nine.

A week later she sets up a follow-up for everyone who did not click after five days, with a shorter message. Customer success managers see on each contact who opened the invite and reach out to the largest accounts that did not respond. All numbers in this example are made up.

Campaigns work on the same people as the rest of Lumo. Recipients come from contact management and consent sits on the person. That consent often arrives through a web form with a consent field and double opt-in. An unsubscribe from a campaign applies to the whole workspace.

For a personal email to one customer you do not use a campaign but your own Gmail. A campaign template can serve as the starting point, without tracking or unsubscribe line. If you want a segment or template drafted for you, the AI assistant can do it, and sending waits for your approval. Working in marketing? Lumo for marketing shows how forms, campaigns and leads form one route.