Marketing automation is by definition the set of activities and tools which automate marketing processes, by increasing their performance through advanced target segmentation, CRM (Customer Relationship Management) integration and through the optimization and centralization of personalized multichannel marketing campaigns.
It can be applied to blogging, lead generation, social media, display and e-mail marketing, and allows us to analyze the user’s funnel, i.e. the path the user takes to reach the intended objective (e.g. sale) and make use of some relational models like lead nurturing and lead scoring. The former refers to the slow process of “growing” leads in order to build strong and lasting relationships with customers, by making them mature and ready to buy. The latter, lead scoring, involves instead ranking leads based on a score assigned depending on the user’s behavior towards the brand.
Marketing automation systems can be a valuable online sales support if integrated with e-commerce, as they do not only aim to generate store traffic, but they also focus on conversions.
More specifically, the use of marketing automation software in e-mail marketing allows us to effectively manage a profiled contact database and convert potential clients into customers and customers into satisfied customers.
E-mail marketing is often an overlooked tool in the digital environment, yet it has plenty of room for innovation and an easily measurable and quantifiable ROI.
One of the benefits of using a marketing automation platform rather than a traditional platform lies in turning a simple lead into a qualified lead through personalized communication. Being familiar with one’s consumers is key to personalizing messages and making specific offers relevant to the target audience, such as a promotional email featuring the products added to a cart and left there for a specific amount of days, private sales for top clients and one-to-one promotions.
A data-driven approach with the purpose of making the shopping experience more and more customized and client-oriented. In fact, the potential of marketing automation tools focuses on the analysis and treatment of big data and information on individual users in order to be able to interpret characteristics, habits, preferences and actions made when receiving a newsletter. The information thus collected is used to build customized e-mails, which draw on highly customizable templates thanks to an integrated CMS, thus maximizing results and offering customers exactly what they are looking for.