The CRM Flywheel: How Better Data Creates Better Email Experiences

Your CRM is collecting all that customer data...but is it actually making your emails better? 

In this episode of Email After Hours, Guy Hanson and Danielle Gallant sit down with Lisa Wester, Senior Manager of Global Marketing Automation at Copeland, to explore why even the most sophisticated email programs are only as good as the customer data behind them.

Lisa explains how better data leads to better personalization, how every email can make your CRM smarter, and how AI is helping marketers build richer customer profiles without adding complexity.

If your email personalization strategy feels stuck despite having plenty of data, this episode will help you break the cycle.

…and more!

If you'd like to send in your email marketing hot takes, questions, or queries, you can email us at emailafterhoursyt@gmail.com, or send us an audio message at https://s.fame.so/email-after-hours-the-podcast-for-email-senders

Lisa Wester is Senior Manager of Global Marketing Automation at Copeland, where she leads global email marketing, customer engagement, and lifecycle automation initiatives. A three-time Salesforce-certified marketing leader, Lisa specializes in building scalable, data-driven customer experiences that connect CRM strategy, marketing automation, and personalization. With extensive experience managing complex global marketing operations, she helps organizations transform customer data into actionable insights that drive stronger engagement, better sales alignment, and long-term customer relationships. 

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