The ease of use is a big selling point of marketing automation. You can control all aspects of your digital marketing strategy from one central dashboard. This software will provide a simple drag-and-drop interface, automatically run A/B tests of email campaigns, and measure everything from any device. The software also extends your customer view beyond CRM, creating a connected experience throughout your organization. Moreover, it will help you track everything from the beginning to the end of a campaign.
Customer journeys
If you’re looking to make the most of your marketing automation efforts, consider using customer journeys. Customer journeys are a great way to send tailored emails to your customers. Once you know exactly who your customers are, you can send them tailored messages that help them achieve their goals. For example, you can create welcome emails to guide new subscribers into your service or product. These emails should provide valuable information to help them get started, including FAQs, contact information for support staff, and instructions for next steps. Your welcome emails should also include messages from your CEO or other visible employees. They should also be actionable.
To begin, create a campaign using the Campaign Builder. From there, you’ll add tiles to your pipeline. The “+” button in the Campaign Builder displays an in-place menu that allows you to customize your campaign. The first tile in your pipeline defines your target audience. From there, you’ll want to use segment tiles to send contacts that fall into that audience down the pipeline. While static segment tiles are useful for manually adding contacts, most journey tiles provide features after they identify the target audience.
Personalization
Personalization is the process of tailoring content for the individual reader based on the preferences and behavior of an audience. It involves decisions about messaging, frequency, and timing, which must be tested and refined. In marketing automation, personalization can be measured on a website or email campaign. It is also possible to conduct A/B testing to compare audience responses to different messages. If you’d like to personalize your marketing efforts, consider the following strategies.
Personalized email subject lines: Customers respond better to personalized emails than to generic company emails. Personalize your emails by adding an individual’s photo, name, and contact information to your messages. Personalize your email campaigns further by separating them by geography and by segmenting them by demographics. Segmenting is a key part of marketing automation. Marketing automation software can help with both of these. When implemented correctly, personalization will boost your marketing outreach.
Reporting
Reporting on marketing automation is a critical part of optimizing the success of a marketing strategy. By automating the process of generating digital marketing reports, it is possible to save time and resources, and generate accurate reports. Marketing automation tools utilize automated data pipelines to transform raw data into granular insights. With granular data, marketing teams can make informed adjustments to their marketing strategies. By targeting multiple channels at once, marketing strategies can produce a multitude of useful insights. Manually gathering and reporting data can lead to human error and low productivity.
Creating and generating marketing reports from hundreds of metrics across tens of channels is a huge time drain. Automated reporting solutions save marketers a considerable amount of time by avoiding the hassles of manually creating and compiling reports. Depending on the number of metrics and channels, a marketing automation solution can save an estimated $10,800 a month in repetitive data operations. However, such an estimate is likely to vary based on the frequency of report creation and the number of metrics and channels included.
Integration with CRM
Marketing automation and CRM integration can increase productivity and cut costs. Deploying these systems separately can lead to data leaks and inefficiencies. Integration will improve customer behavior visibility and workflow prioritization. However, integration can also be a challenge. Many platforms require lengthy CRM integrations and can be difficult to migrate data from when the vendor relationship ends. Look for marketing automation platforms that can easily integrate with popular CRMs, such as SugarCRM or Zendesk Sell.
Both marketing automation and CRM systems are designed to help businesses build better relationships with customers. However, without integration, organizations risk having two separate software systems tracking two different conversations with the same customer. Integration will enable you to analyze customer behavior and base interactions on insights. It will improve customer data and provide a centralized platform. By combining CRM and marketing automation, you can optimize customer interactions and increase revenue. This will improve your organization’s bottom line by providing a more personalized experience for your customers.