What is Marketing Automation?

Marketing Automation is software that lets you measure, manage and automate interactions with your leads and customers.

In the old days you’d put together an “email blast”, post a few pictures and links back to the website and call it an early lunch.

You’d get your “click report” a few days later about opens, bounces and visits from that email blast and maybe answer a few questions from some semi-interested subscribers.

Sadly, the above describes how 85% of website owners conduct their marketing.

There is a better way.

Modern Marketing Automation software will let you do all that easily, but it will also keep watch over your visitors – record each of their visits, keep a careful electronic eye over the pages and sections they visit most often, record their buys, downloads and communications – all to help you build a profile so that you can better understand their needs.

Let’s take a practical example and compare our old school “email blast” example with one that’s managed by Marketing Automation software.

Suppose you’re selling apparel and you just introduced a unique lineup of printed Tshirts.

You put out a newsletter to describe this new lineup, with links leading to your Tshirt section. A few Tshirt sales start to come in – you’re very happy about the interest you’re getting for your new Tshirt lineup!

That’s pretty much how far an “email blast” can take you.

But hold on a sec.. Even though your email blast was about Tshirts, your new Marketing Automation software reports quite a bit of interest in your Socks section that you opened three months ago! Turns out that some of your subscribers visit the same sock products between 3 to 6 times! (Of course your old school software wouldn’t alert you about this, but play along 🙂

With Marketing Automation software, this new tidbit of knowledge opens up some creative possibilities.

It’s a pretty safe bet that those who visited your Socks section 3 to 6 times are interested in socks.

To monetize this small but useful tidbit, you can log into your Marketing Automation platform and create some (or all) of the following rules and act upon the following conditions:

  • Those who visited the Sock section in the last 3 months more than 3 times and didn’t buy anything, get an email with a 10% off coupon for Socks only.
  • Those who bought a Tshirt as a result of the last email blast, also get a 10% off coupon for Socks.
  • Those who bought Socks in the last 3 months, but NOT as a result of any email blasts, but a direct website visit, get a nice thank you, with an invitation to a 5% off coupon for Tshirts.
  • Those who put either Tshirts or Socks in their shopping cart but didn’t complete their purchase, get a note about how much you appreciate their business with an invitation to complete their abandoned purchase. Once they buy, they also get a coupon for 10% off Tshirts and 5% off Socks on their next visit, up to a month from now.

You create these rules and leave them in your Marketing Automation software to observe your visitors and dispatch the right message to the right people at the right time. From now until you say stop.

Do you think this targeted approach would work better than an email blast? You bet!

Your own creativity is the limit. Imagine unlimited rules and interactions, doing the work of a dedicated marketing team, 24/7.

That’s just a taste of Marketing Automation in action for you.

Experience it for yourself on our quick marketing automation demo page.

Remember the Golden Rule of Marketing Automation: Sending the right message to the right person at the right time.

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