It’s no secret that marketing automation software has changed the way businesses approach marketing in general: Instead of tediously sifting through jumbled customer data and hoping for the best, the marketing process has become automatic, organized and targeted.
Marketing automation allows your marketing team to personalize content, automate workflows and integrate seamlessly with CRM software. This not only gives you the ability to reach the audience you want, but also helps create targeted content they actually care about. Oh, and it can save you oodles of time and money (if utilized properly, of course).
Can you hear the collective “thank you” from marketers across the world?
While marketers should be thankful for the current state marketing automation software, the tech wheel is likely to keep spinning. As marketing technology continues to get more sophisticated, branding and campaign management are growing in complexity––as with most things ‘software,’ advancements in tech make businesses happy.
Ways Tech Is Influencing Marketing
Personalization Is Better Than Ever
Remember when sending generic bulk emails to potential customers was still acceptable? Well, it’s time to say goodbye forever. It’s no longer acceptable to send the same message to thousands of people at once (and expect positive results).
Modern companies understand that they need to treat their customers like actual human beings––people know when they’re being spammed, and nothing spells disaster for open click rates like a humdrum, characterless subject line.
Crafting a creative subject line is paramount when fighting for the attention of current or potential customers. The hope is that by speaking to a customer’s specific preferences (CRM systems help with this), you can spark their interest as they scroll through their inbox. Readers are much more likely to take action when an email contains something interesting and relevant to them.
Many email marketing tools offer a host of personalization features such as customizable templates, WYSIWYG editors and customer segmentation lists. Marketing automation tools work in concert with these features, allowing for the creation of targeted, well-executed marketing with increased efficiency.
Automated Workflows Help With Sales
Follow-ups are an important part of both marketing and sales. Although there are exceptions, it’s likely that you won’t send an introductory email that immediately leads to a sale. Therefore, it’s just as important to concentrate on the second string of emails.
Follow-up emails should vary based on customers’ behaviors toward your initial email, and specific messages can be triggered depending on their reactions. For example, if the first email is passed by, a message containing a more urgent subject line such as, “Last chance for savings,” can automatically be sent. However, if a customer opens the first email, the follow-up message might include content geared toward a convincing call to action.
Back in the day, this type of hyper-personalization meant marketers manually responding to each individual email. Fortunately, marketing automation tools have significantly reduced time spent on this process. Certain features give you the ability to generate customized workflows, resulting in the right messages getting sent to the right people with little-to-zero manual entry. Individual customer data can then be stored, giving unique insights that can impact future campaigns.