What marketing automation does
Marketing automation has the potential to make life easier for companies and marketing departments. Instead of keeping track of important information by hand or completing tasks manually, these processes can all be done automatically with help from a computer program.
Automation tools can help identify target audiences, design quality content, and automatically trigger certain actions based on a schedule or customer behavior. This is all done by collecting data and analyzing that data based on sales funnels and marketing goals.
Benefits of marketing automation
Using automation tools prevents others from manually having to complete tasks. For example, email newsletters can be a great way to market to interested parties, but email lists can quickly grow to include hundreds or thousands of email addresses. Sending emails to all of those individual addresses can be time consuming. An automation program sends out those emails to the existing list all by itself, so there’s no need for someone to do it one at a time.
Marketing automation can save a lot of time that employees can then spend on other projects, but it also has the potential to reduce company spending. Fewer employees are needed to complete marketing tasks when they can be done with the push of a single button.
Using software also enables more accurate tracking of data that can be analyzed in-depth, and it also enables companies to communicate with customers in a more personal way, as is the case with emails that contain each recipient’s name.
How it can be used
There are many ways to use marketing automation. A few include:
- Scheduling emails
- Personalizing messages for each recipient
- Automatically running A/B tests on emails
- Filtering inboxes
- Measuring click-through rates
- Measuring conversions
- Setting a schedule for publishing content
Getting the most out of marketing automation strategies
To ensure making marketing automation strategies are effective, the customer journey must be taken into account. That means personalizing experiences with the brand and following them on their journey through the sales funnel. It includes ensuring there’s a steady flow of new leads and automating marketing strategies that lead them to a desired action, like making a purchase.
It is also important to define goals and collaborate with other teams that have a stake in whether or not that goal is reached. This ensures that marketing content, strategies, and schedules match the goals that are outlined.
Plan to roll out marketing automation strategies slowly so that plenty of testing, optimizing, and changes can be made to make the campaign as successful as possible. This also leaves time to analyze data as it rolls in, as opposed to waiting until the end to determine if the marketing campaign in question requires changes or not.