Purpose of marketing automation

Marketing automation is the engine of your business. It empowers marketing efforts, and helps you move beyond marketing campaigns.

Think about automation as a means of executing marketing strategy with as little human interaction as possible. But it achieves the purpose of maximizing customer engagement with your business. WOW! Yes this is true. You can switch marketing efforts from one-to-one to one-to-many. Automation is a technology that scales your business in a way that optimizes human performance. Just like what happened in the assembly line at Ford Motors, workers can only make so many cars by hand decades ago. Thanks to mechanization. Marginal cost of production decreases, human input evolves into more workers who specialize in quality control. Overall, output increases. The one-to-one input to output ratio is no longer there. What we have here is one-to-many.

What’s the main feature marketing automation offers for your business?

Imagine what happens after your visitors have subscribed a form. The auto-responder takes care of the interaction with the subscriber. It scales to however many users you can reach. And based on the logic in the auto-responder, you can trigger a sequence of emails to be sent in the campaign. Saves you a lot of effort to send out individual emails to the contacts. This is the marvel of marketing automation.

Think about logic you program into machinery

Marketing automation is wise! It reduces time that would otherwise be wasted in menial tasks.  You can save the campaign logic in the dashboard and activate it anytime you want to go live. And make active with whichever list of automation you want.

The best part is, you can import an automation using short urls. This makes life easier than rebuilding campaign logic time and again. Saves time and unnecessary efforts. All you need to do is key in the short urls and modify a few details in the target list, and email types. Then you are good to go! The first logic is to determine what event trigger is required to initiate the campaign. In most cases, subscription can be a good signal to start with.

Simplified campaign logic concepts

Once you have set up the subscribe condition, then you need to know what type of communication you are sending through. Would it be announcements and news? Educational content? Events? Your contact list is categorized under the communications list they specified. For example, Adriana has checked a box in the subscription form indicating interest in receiving new announcements. In this case, her contact information is saved in the announcements and news list.

When you set up a one-off email newsletter, Adriana will receive it in her inbox. The dashboards in marketing automation helps keep all subscribers details organized. And as your subscribers grow to tens of thousands, you will still be able to send emails that corresponds to your subscribers’ interest if the campaign logic is set up properly. You are also equipped with a CRM database where you can analyze how your potential clients interact with the campaigns. For contacts who have subscribed to multiple categories will receive campaign emails in each of those they have subscribed.


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