CRM and email marketing integration connects your store or application to the CRM your team sells from, such as HubSpot, Salesforce, Zoho CRM or Pipedrive, and to the email platform, such as Klaviyo, Mailchimp or Dotdigital, so that deals, segments and flows run on what the business actually knows. A standard plugin sends what the store exposes by default: an order was placed, a basket was left. Anything beyond that, such as a trade account, a subscription date, a stock level or a product attribute, is integration work, and it matters most on Magento 2, Laravel and Django, where ready-made options are thin.
The CRMs and email platforms, by name
The CRM holds the relationship; the email platform sends the messages. Both need the same live customer data from the store, and both behave differently depending on what the store is built on.
CRM
HubSpot’s CRM is where many B2B and trade-focused stores keep contacts, companies and deals. Its Shopify integration covers contacts and orders; the custom work is in trade accounts, quotes that become orders, and deal stages that should move when an order ships or a subscription renews. On Magento and custom sites it is built on HubSpot’s API.
CRM
Salesforce suits larger sales teams and account-based selling. Connecting Magento 2 or a custom store to it means orders, accounts and products flowing to Salesforce, and account-specific pricing or credit status flowing back, usually through middleware or a built connection on Salesforce’s APIs.
CRM
Smaller teams often run Zoho CRM or Pipedrive. The integration questions are the same: which system owns each field, how duplicates are matched, and making sure the sales team sees what a customer has actually bought.
Klaviyo
Klaviyo publishes an official Magento 2 extension that sends the standard events: viewed product, added to cart, started checkout, placed order. On a Hyvä theme the front-end tracking has to be checked, because Hyvä replaces the JavaScript the extension expects.
The integration work is in the data the flows need and the extension doesn’t send: customer groups, trade accounts, custom attributes, stock levels for back-in-stock flows, and consent captured at checkout that has to reach Klaviyo correctly.
Klaviyo
On a custom site there is no plugin: events and profiles are sent from the application to Klaviyo’s API. That is an advantage, because the site can send exactly what the business wants to segment on, not just what a platform exposes.
Klaviyo
On Shopify the Klaviyo integration is well built and covers most of what a store needs. Custom work appears with data held outside Shopify, such as an ERP’s trade accounts, a loyalty platform or subscription software, which has to be brought into Klaviyo as profile properties or events.
Mailchimp
Mailchimp has ecommerce support for WooCommerce and others, and an API for everything else. Many stores start here; the integration questions are the same: which events, which profile fields, and making sure consent is recorded honestly.
Dotdigital
Dotdigital is a UK marketing automation platform with a long-standing Magento extension. It is common with Magento stores that want email, SMS and customer data in one place, and connecting it well is mostly about the data model and the consent.
What changes
track('Placed Order', { value: order.total, items: order.lines, trade_account: customer.tradeAccount, subscription_renews: subscription.nextDate, stock_after_order: product.stockLevel, attributes: product.attributes,});
The flows can now segment on what the business actually knows. A trade customer can be kept out of retail discounts, a subscriber reminded before renewal, and a low-stock line pulled from a campaign before it oversells.
Illustrative event. Field names depend on your platform and your Klaviyo or Mailchimp account.
CRM and email questions
CRM
Yes. HubSpot’s own Shopify integration covers the basics; trade accounts, quotes and deal stages that follow real orders are built on HubSpot’s API, which is also how Magento and custom sites connect.
Usually the store owns orders and addresses and the CRM owns the relationship: account manager, deal stage, notes. Which system owns each field is agreed before the first sync.
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