The Marketing Module in X2CRM is a powerful set of tools for both outbound and inbound marketing, disseminating sales offers, and automating responses to leads. Click here for an additional overview of the X2CRM Marketing Module.



  • The list view displays a catalog of All Campaigns. This is an overview of the current and past marketing promotions you’ve constructed in X2CRM. Click an existing campaign to View information about it, including name, description and campaign status (i.e. whether it is active, complete, public visibility and its assigned users). Update or Delete existing campaigns by selecting the appropriate actions from the left-hand column.

  • The campaign type is also displayed. If, for example, you are running an email campaign, the message template will be shown as well as the contact addressee list.

  • Create a campaign invites you to enter all this information for a new campaign. You can find a video tutorial on creating marketing campaigns here.

  • Click the add button within the image gallery, highlighted in the red box, to add an image to the campaign page. These images are viewable by your X2CRM users.

  • The associated actions history appears in a moveable widget, highlighted in the green box. You can create new events as well by logging a call, initiating a new action, or adding a new comment to the detail page.

  • You can view a number of campaign metrics, outlined in blue, directly on the campaign detail page. Review metrics such as opened email rate, clicked links rate, and unsubscribed rate – both numerically and with visual graphs. All recipients of the campaign are listed in a spreadsheet at the bottom of the screen, along with any actions each individual has taken.

  • The Contact Lists option will take you to the contacts module.




  • A newsletter is a type of campaign, but it is mainly a type of list. Selecting newsletters from the left column menu brings you to an overview of all newsletter recipient lists.

  • To create a new newsletter list, use the form highlighted in the blue box near the top of the page. Enter a name for the list and a brief description of it. Assign an owner and set its public visibility. When you initially create the newsletter recipient list it will be empty. You can use preexisting Contact Lists to populate a newsletter list.

  • When you click on a newsletter list name, the screen to the right comes up.

  • This web form is a signup sheet. People who add their email addresses in the form will automatically be added to the list of recipients for that newsletter. This list of people is editable and updatable.

  • Just like X2CRM’s web lead forms, the newsletter’s web form embed code is automatically generated. Copy and paste that code into your website to include the email signup form on any of your webpages.

  • You may edit the form’s appearance to integrate it with the theme of your site. Options to change text and background colors, font, and borders are all available.

  • When the list begins to populate, the recipient list, highlighted in the blue box near the top of the page, will display a list of everyone who will receive the newsletter. Additionally, it will show those who were signed up for the newsletter but who have subsequently unsubscribed.

  • To create the content of your next newsletter click the “email entire list” button, highlighted in the red box near the top of the page.

  • When you click “email entire list” and thereby create a new instance of a newsletter, you are taken to the create a campaign screen. You must enter a name for the specific newsletter and you may enter a description. The email contact list, highlighted in the blue box, defaults to the newsletter contact list that you have created and that people have signed up for. However, you can also select an alternate contact list by typing its name into the data form. See the contact list section for more information on lists.

  • Create the email template that will be sent out to the contact list. You can include dynamic variables like {lastName} or {phone} which will be automatically replaced with the appropriate value based on the contact’s information.

  • Click the green create button to finalize the template. After you’ve created the newsletter you can include attachments and images. Then you can launch the campaign and witness real time who has received it, opened it, and/or unsubscribed.



Web Lead Form

  • X2CRM allows you to easily create a Web Lead Form, giving you customized online questionnaires and information sheets for your customers to fill out on your website.

  • The red box highlights the visual modification system to customize the form. Simply drag and drop field items from the field list to the form column. You can sort and rearrange the form options with simple mouse dragging. Set whether the field is required and specify its placement in the form. Preview the form and visually make sure its up to your standards.

  • The appearance settings, highlighted in green, provides you the visual customizations necessary to integrate a streamlined web form into the theme of your site, such as CSS, HTML, and header & footer code.

  • You can also automatically add tags that will become associated with all the leads created via the web form.

  • Shown in the blue box, you may also quickly name and save the form template for further future customization and usage within different contexts. For example, you can use a form template for web leads, service cases, or newsletters. You can use the template as is or further customize it.

  • When a web lead comes in, you can automatically send them an email response thanking them for their interest and offering them a follow-up. Additionally, when a web lead comes in, your sales team will want to know about it. You can choose whether the sales rep that web leads are assigned to will receive an email or not. Highlighted in the orange box, you can select from the drop down email template menus.

  • Finally, grab the embed code, shown in the purple box, to copy and paste it into your website.



Web Tracker

  • The web tracker allows you to keep track of contacts on your site. An announcement will be made within your X2CRM activity feed whenever a contact visits your page.

  • Set the parameters, highlighted in green, to enable or disable the tracker, and to set the cooldown period – i.e. how long after the first visit to disregard further clicks on your site.

  • Take the HTML code, highlighted in red, and paste it into the body section of your website’s pages.

Anonymous Contacts & X2Identity Fingerprints

  • X2Identity uses browser fingerprinting as an alternative method to the traditional web tracker. Browser fingerprinting is not reliant on cookies and instead identifies a contact based on certain browser attributes that make them unique. If browser fingerprinting is enabled, the tracker will attempt to identify a contact based on their browser settings.

  • You can set the threshold for the minimum number of attributes that must be equal in order to constitute a partial match, highlighted in the blue box in the previous image. It is recommended to keep higher values to prevent false positives. You can also tune the maximum number of anonymous contacts and actions associated with them in order to limit flooding to the database. The fingerprint tracker will obey the same cooldown period as the web tracker.

  • Anonymous contacts are created upon submission of the newsletter form, or when a user who has not yet been associated with a fingerprint visits a page embedded with the web tracker. Once these anonymous contacts submit the web lead form, their lead score and activity history will be migrated over to an ordinary contact record.



Landing Pages

  • The Landing Page Designer allows you to easily create landing pages for your web marketing campaigns. Simply drag and drop different elements, such as images, headers, and web lead forms, onto the grid to design the page to make it look however you would like.

  • By creating landing pages within X2CRM, you’ll be able to fully utilize all of X2CRM’s tracking capability and analytics directly within your page.

Phillip Kershow