Email Marketing Automation

Email Marketing AutomationIf you really want long-term success at email marketing, you have to use a few tools or services that will help you achieve a semblance of email marketing automation. You can do fine at first doing everything manually, especially if you’re starting out small with a modest amount of subscribers and a limited amount of newsletters to send out on a regular basis-but once you really see some success and have to scale out, you’ll be having a hard time managing and organizing everything if you don’t have email marketing automation.

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3 Types of Software

Here are the three types of software you can use to start getting away from full manual operations:

Marketing Intelligence

This is used to track consumer interest for the product or service you are marketing via the use of tracking codes in various channels, such as social media, email, and your webpages. The main use of marketing intelligence software is to help you better segment or target your subscriber base, and to help you custom tailor your strategies in order to improve your conversions or to attract more buyers.

Marketing Automation

This type of software focuses on driving the leads from the top of the marketing funnel towards the bottom, where they are more sales-ready. This tool scores the prospects based on their activities, and the guides them through drip campaign messaging on email and social channels. This helps encourage them into changing their interest into a proper sale.

Advanced Workflow Automation

This type of automation tool pertains to everything that supports the operational efficiency of the marketing function, using CRM or COM administrator to set up complex sets of rules that trigger action items for internal sales and marketing professionals to manually process. The main purpose of this tool is to help increase an email marketer’s capability to deliver relevant content to individuals at relevant times.

Cons of Email Marketing Automation

Of course, there is no such thing as a magic bullet in any industry, and email marketing automation has a couple of downsides. For example:

The upkeep of your list can’t be automated

Over time, marketing email lists “decay” due to customers losing interest, or losing the need for the product or service, or maybe the customers just changed their contact info. In the worst case scenarios, leads may no longer be responsive because the individual has already passed away. Email marketing automation is not very effective at maintaining the health of your list, so this is one thing where you have to get your hands dirty.

Automation can’t always account for filters

Email users these days have a wealth of tools available for filtering out unwanted communications. Unfortunately for email marketers, some of these anti spam tools or filters can be overzealous, and may move your mails to the spam inbox, which means your delivery stats are consistent but none of your mails are getting read. It is important for marketers to manually monitor their response rates and to follow up unresponsive leads.

At the end of the day, email marketing automation should be treated as a tool that will make a marketer’s job easier, but one should avoid being complacent to the point where the tools will be given free reign over everything that the marketer does.


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