Integrations are the bridge that connects your email marketing system to the rest of your digital tools. Whenever a subscriber joins through a website form, whenever a customer buys something in your store, or whenever someone fills a landing page — an integration is quietly working in the background. Without integrations, email tools cannot receive real-time updates, cannot create contact records, and cannot trigger automation. Modern platforms like Brevo make integrations easier with native connectors, visual sync options, and API support. This guide explains exactly how integrations work and why they matter for clean, predictable communication.
Why Integrations Matter in Email Marketing
Email marketing depends on up-to-date data. If your form submissions don’t sync, if ecommerce events don’t register, or if your CRM is not updated, your communication breaks instantly. Integrations keep your data live, updated, and connected.
Integrations matter because they:
- bring subscriber data directly into your CRM
- sync orders, events, and behaviors
- enable accurate segmentation
- trigger automations automatically
- reduce manual data entry
- keep communication real-time
A strong integration setup gives you clarity and automation without extra work.
Types of Integrations Email Tools Use
Email platforms like Brevo, Mailchimp, MailerLite, GetResponse, ActiveCampaign, and ConvertKit support three main categories of integrations.
1. Native Integrations
These are pre-built connectors inside the platform. You select the app, connect your account, and sync begins instantly.
- WordPress
- Shopify
- WooCommerce
- Squarespace
- Wix
- Stripe
- Calendly
Platforms like Brevo offer dozens of native integrations so even beginners can connect tools without complexity.
2. API Integrations
APIs connect more advanced systems. Developers use them to push or pull custom data.
- custom websites
- membership apps
- internal company systems
- software products
APIs allow deeper flexibility when native integrations are not available.
3. Webhooks
Webhooks deliver real-time notifications when an event happens — for example, new order, new signup, or password update. This helps automate workflows instantly.
- fast event delivery
- real-time triggers
- automation support
Platforms like Brevo support inbound and outbound webhooks for high-speed syncing.
What Data Gets Synced Through Integrations?
Integrations can send a wide range of data into your CRM. The goal is not to sync everything — just what matters.
Common synced data includes:
- subscriber information
- purchase events
- product details
- form submissions
- page visits
- tags
- custom fields
- activity logs
- segment triggers
Platforms like Brevo create clean, structured records for each synced contact, making the CRM easier to navigate.
How Website Integrations Work
Website integrations connect your forms, popups, and landing pages to your CRM. When someone submits a form, the data is pushed immediately into your email tool.
Website integration steps:
- install the connector plugin or script
- connect your email platform
- map fields (name, email, phone)
- choose tags or segments
- sync new subscribers automatically
Systems like Brevo simplify setup with plugins for WordPress, Shopify, and other platforms.
Ecommerce Integrations
Ecommerce stores need strong integrations. Without real-time order and product syncing, you cannot send abandoned cart reminders, post-purchase messages, or product recommendations.
Ecommerce integrations sync:
- orders
- products
- carts
- refunds
- customer history
- order value
Platforms like Brevo offer native Shopify and WooCommerce integrations so data flows instantly.
Form Integrations
Forms are the most common entry point for new contacts. A clean integration ensures every submission becomes a CRM contact instantly.
Common form types:
- inline forms
- popups
- checkout forms
- lead magnets
- contact forms
When forms integrate correctly, tags, fields, and segments update instantly.
How API Integrations Work
APIs allow custom data control. Tools send data to the CRM through secure endpoints.
API abilities include:
- creating contacts
- updating fields
- adding tags
- sending events
- tracking purchase details
- triggering automations
Platforms like Brevo provide clean documentation so developers can integrate without complexity.
How Webhooks Work
Webhooks help systems talk to each other instantly. When an event happens, the webhook fires a notification to the CRM.
Webhook examples:
- order created
- account updated
- subscription cancelled
- payment received
Webhooks are essential for real-time automation.
Multi-Channel Integrations
Integrations allow you to link your CRM with email, SMS, and WhatsApp messaging systems. This creates a unified communication environment.
Multi-channel sync includes:
- email activity
- SMS alerts
- WhatsApp confirmations
- transactional messages
With platforms like Brevo, all channel activity appears in one timeline.
Integration Mapping: Keeping Data Clean
Mapping decides how incoming data is stored. Bad mapping creates messy CRM records. Good mapping keeps everything clean.
Clean mapping rules:
- map every field with intention
- avoid unnecessary custom fields
- use tags for behavior
- use custom fields only for identity data
Clean mapping = clean communication.
Common Integration Mistakes
- syncing too much unnecessary data
- double-mapping fields
- not testing connections
- mixing custom fields and tags
- incorrect segmentation triggers
Strong integrations require discipline.
Use Cases of Integrations
1. Automated Welcome Messages
Website form → sync → CRM → automation triggers instantly.
2. Ecommerce Order Follow-Ups
Store integration → order sync → transactional messages.
3. Behaviour-Based Journeys
Page visits → event tracking → email triggers.
4. Calendar Booking Reminders
Scheduling tool → integration → SMS reminders.
5. Lead Magnet Delivery
Form submission → data sync → email with asset link.
Integration Comparison Table
| Integration Type | Best For | Example |
|---|---|---|
| Native | Beginner-friendly | WordPress connector |
| API | Custom applications | Internal dashboards |
| Webhook | Real-time events | Order created trigger |
| Ecommerce | Store syncing | Shopify orders |
| Form | Lead collection | Website signup |
Pros & Cons of Integrations
Pros
- real-time data
- strong automation
- clean segmentation
- predictable workflows
Cons
- requires configuration
- bad mapping causes clutter
- depends on stable connections
Final Verdict
Integrations are the foundation of modern email marketing and CRM systems. They connect your website, store, landing pages, and apps to your central communication hub. With clean integrations, you get live data, accurate segments, real-time triggers, and smooth automation. Platforms like Brevo make this easy with native connectors and stable syncing tools, helping even beginners build a professional multi-channel environment.
Start with essential integrations only. Add advanced or custom integrations after your CRM structure is stable and predictable.
Continue reading our CRM & Integrations series to understand how data synchronization works across events, tags, and custom fields.