It also does lead scoring, telling you the likeliness of someone to engage or purchase. These include finding the best time of day to post and ad or send an email. Using data of your successes and drop offs, it can optimize all sorts of marketing decisions. It can look at all the activity in your campaign engagements or your funnels. Marketing automation tools can also be used for predictive functionality.

It can also segment them based on demographics, which device they use, or geolocations. For example, An online sports store mailing out an email newsletter to all their subscribers can have different background pictures based on the customer’s purchase history (eg: baseball for you, rock-climbing for me). This enhances a marketing automation platform’s ability to customize content for each contact you’re reaching out to. You can also edit the segments and create custom tags and groups. This is based on the data you have in their profiles or what the software can gather from their company and social sites. You can automate so that all your contacts can be grouped under various tags. SegmentationĪnother useful tool is audience segmentation. Drag and drop lets you easily block out these workflows. It generally looks like you're building a tree, where If-Then logic makes the either-or branches.

These you can also edit using a visual dashboard. Good marketing automation platforms often have templates for workflows. Or, for those who look at the ad but don’t open the email, another branch of the automation sequence may do something else, like send them a promotion email.Īnd it all happens without you having to do anything. It can send them an email with a link, and if they click that, it can show them custom items picked for them based on past online behavior. When someone clicks an ad, an automation workflow kicks in. Let’s use an example to explain workflows:įirstly, think of posting an ad on Facebook to everyone who has liked your page. So how is this applied to marketing? It’s mostly based on email campaigns, but there’s plenty of social media ads and SMS marketing too. They take over repetitive tasks to save human agents time and effort. Without automating, you’d be doing these tasks yourself, slowly, and one at a time. They let you set up automated sequences to do a series of tasks. Marketing automation tools are part of a larger marketing software platform. What is marketing automation software? Automation

Email marketing software comparison