Targeted breakthroughs in artificial intelligence (AI), social media, and other fields have allowed marketing technology to advance significantly over the past few years.
Even a more established standard like email marketing has kept up with the times. In 2022, this change will be furthered by a greater emphasis on omnichannel campaigns, which make marketing strategy more sophisticated and nuanced.
The problem for many businesses is determining the optimum messaging path to particular client categories and relationships in light of all these additional channels. In this manner, marketing automation software might benefit your company.
A crucial first step in creating effective communications with your consumers and prospects is email marketing. However, it’s time to explore marketing automation if you’ve progressed past one-off messages and opted to build lengthy, personalized messaging fueled by client data.
Marketing automation software enables quick delivery of efficient marketing messages while relieving marketers of tiresome and repetitive activities. Automated marketing campaigns are now more successful and timely because to the addition of artificial intelligence (AI) and machine learning (ML).
Marketers can utilize this information to understand customers’ interests and intent by monitoring user behavior on websites and through other channels.
The optimal time to deliver these messages to these leads and the content and marketing messages that will be most relevant to them can then be automatically suggested by AI.
When used effectively, marketing automation may help firms stand out from the competition by sending automated yet highly targeted messages that increase consumer engagement and increase sales.
While utilizing many data sources, marketing automation solutions can manage the challenging work that is essential to a marketing campaign. To help you with your marketing selections, the program gathers statistics on things like the frequency of emails opened, abandoned shopping carts, and web form data.
Vendors of marketing automation software, like those of email marketing software, have produced workflow templates to aid in directing you through the automated process. You can avoid starting from scratch when creating new sequences this way.
A “Welcome” or “Thank you for making a purchase” message is typically the first contact in basic templates. A contact is led through a sequence based on their behaviors after receiving the initial email.
For instance, if Clark clicks a link in a welcome message that leads to an offer, he is immediately sent on a special email marketing journey.
To save your email output, Lois might be immediately removed from the workflow if she deletes her welcome message.
Applications for marketing automation that are more sophisticated are designed to increase sales. For instance, an alert may be triggered when a customer leaves their shopping basket unattended on your online site.
This alert may then cause an email to that consumer with a large discount code or other tempting incentives to seal the deal. Automated marketing communications that are deployed on demand can assist in retaining clients who have made a purchasing decision but may be price-sensitive or shopping around.
Marketing automation is a crucial tool for the majority of firms when you multiply these chances by the size of your contact list.
Which vendor you select typically determines how intricate and extensive your campaigns are. For instance, HubSpot Marketing Hub and Salesforce Pardot, two of our Editors’ Choice tools, best demonstrate the usability, efficacy, and scalability of marketing automation software.
You can construct a workflow with many branches for each stage of the sequence and a limitless number of sequences because both offer unlimited email and unlimited sequencing possibilities.
Regardless of how complex your marketing strategy may be, both HubSpot and Pardot offer a wide range of features that should work for your company.
We discovered that Pardot is best for large firms with intricate marketing plans already in place, whereas HubSpot is better suited to small businesses who are steadily increasing their marketing activity. We evaluated a total of 10 marketing automation systems, each of which has some distinctive qualities that set them apart from the competition.
In contrast, Zoho Campaigns is primarily made for users who want to adhere to established workflows that lead them through common processes.
Because of this emphasis, Zoho doesn’t provide limitless branching or sequencing. This tool is ideal for marketers who want to send out birthday greetings to customers once a year or who just want to make an offer following a welcome email.
And occasionally, a more conventional email marketing technique may be sufficient. For instance, Mailchimp, an Editors’ Choice pick for email marketing, has been pushing to increase the range of features it offers so that it can function as a complete digital marketing platform.
That has so far involved the addition of postcards, landing pages, Instagram and Facebook integration, Google Ads, social media posting, and a marketing schedule.
All of it is fantastic, and numerous other email marketing companies are following suit. For nascent SMB marketers, it’s a good path to growth; just make sure the expanding feature set offers what you require.
The quantity of contacts in your database or the number of emails you send each month determines how much marketing automation software costs in most cases.
Salesforce Pardot, as an illustration, offers email marketing, prospect tracking, lead nurturing and scoring, reporting, forms and landing pages, and conventional customer relationship management starting at $1,250 per month (CRM).
Two higher tiers of this plan are upgradeable, and each of them offers more functionality, plug-ins, and add-ons. Your capacity for contacts is 10,000 for each of the three Pardot plans at the bottom, and 75,000 for the Premium plan.
Pardot is by far the most expensive tool we reviewed, but don’t let that scare you away. For $45 per month for the Starter plan, $450 per month for the second-most feature-rich plan, and $1,200 for the Enterprise plan, HubSpot Marketing Hub allows you to store up to 15 million contacts.
Products like Campaigner, which costs only $59 a month and only provides 5,000 contacts and 50MB of in-app multimedia storage, are at the low end of the price spectrum.
For businesses who are unwilling to spend money on marketing workflows, Sendinblue and Zoho Campaigns both offer free solutions.
Both technologies provide pay-as-you-go options for businesses only dipping their toes into email marketing and marketing automation. Both tools scale upward for increasing capacity and complexity.