Vigilant marketers know that being constantly out there with massive online visibility keeps the customer in the loop. But with those hectic and end-to-end meetings, finding time for email marketing and even social media marketing can be challenging.
On the other hand, marketing automation takes up a larger segment of a company’s marketing portfolio, enabling it to spend time on other crucial matters for overall business growth.
What Is Marketing Automation in The First Place?
While there are different ways of explaining what marketing automation is, the simplest answer is that it is when a company automates its marketing. And technology plays a critical role in the whole automation process.
So generally, marketing automation is the use of various software apps and technology to execute repetitive online marketing actions and tasks. Marketing research has found that those companies that streamline, optimize, and measure workflows through automation systems easily leverage operational efficiency for growing their brand.
The Advantages Businesses Get from Marketing Automation
Here are various benefits that accompany marketing automation;
Marketing Automation Is A Huge Time Saver
Marketing automation leverages tools that take over the busiest segment of a company, which is marketing. By doing so, staff in this area can focus their energies on other important tasks such as creating unique content and strategies for their business. The truth is that what took hours and maybe days to execute in terms of marketing now takes just a few minutes with automation.
And suppose a company automates its social media posts and ads. Then, of course, it saves massive amounts of hours per week, which it wouldn’t have sans marketing automation. Such marketing software– an invaluable scheduler– means that relevant staff can also plan everything ahead of time instead of continuous updating.
Automation Cuts Down on Costs
There are always labor costs tied to any marketing strategy and execution. But the most remarkable thing about technology and marketing automation is that there are fewer labor costs associated with them. Instead, the business can channel its budget to other breakthrough decisions that can propel the company to greater heights. Mostly, a business with a reasonable budget attracts a stronger, more qualified team, and the extra money goes to where it is needed the most.
Marketing Automation Can Help Measure Success
Most of the marketing automation tools available also have statistical data features that help report the overall performance of each campaign. And the same tools can forecast a business’ future performance. In this case, machine learning capabilities come in handy in the analysis of historical marketing data. Any smart company would give anything to know which of their initiatives have worked, and automated marketing tools provide just that and more.
The most crucial question for any business wanting to succeed is that of how to use marketing automation to the greatest advantage. For example, do they wish for regained work hours, savings on labor costs, and a greater reach for a quality audience? Only marketing automation can do this.
Email Automation in Marketing Efforts
Automation in email marketing is a very efficient strategy that helps marketers send timed promotional emails to the subscribers of a mailing list of a company’s newsletter. With automation and email marketing, digital marketers can also send out personalized messages that cater to both customers as well as potential prospects on a custom schedule.
With the help of automation, marketers don’t need to create and send out new emails, which takes a lot of time, especially because they have to do that over and over again. . A new email needs to be created and sent out anytime a prospect shows interest in the company, the company launches a new sale, the customer abandons a cart, and more. Aside from all that, according to research,automation and marketing efforts can increase the number of leads and conversions for businesses by up to 80%.
Target Audience Segmentation
The first step in automating email marketing efforts for companies is to identify segments of the target audience, whether that’s based on their interests, their schedules, or even their income. With the help of this type of information , companies can create incredibly segmented mailing lists for their newsletters and then reap the benefits of automation workflows, which can maximize engagement as well as sales for the business.
Another great benefit of automation and email marketing efforts is that more than half of all consumers actually prefer to receive contact from a business via email instead of any other platform. This makes email marketing an ideal tool for nurturing potential leads for a business. Aside from that, digital marketers can also nurture leads through email marketing and automation when they need to convert their leads effectively throughout the sales funnel. Automation ensures that marketers don’t have to waste time sending out every marketing email manually.
Another important benefit to automation in email marketing efforts is that marketers can receive all of the clickthrough data from the campaigns which allows them to figure out which links or assets inside the emails get beneficial responses for the business. By utilizing this valuable information when creating future campaigns and promotional efforts, marketers can then optimize their campaigns as well as the effectiveness of the email messages. This helps in avoiding future complaints from consumers and building positive brand impressions. Moreover, engagement can be maintained both with the existing customers as well as the potential leads.
Finally, with the help of automation in email marketing efforts, digital marketers can synchronize the purchase cycle of the consumers with the companies own business activities. That way the company can send g out emails every time the customers have a need for one of the products. For example, if a customer needs and then purchases a product once every two weeks, the digital marketer can then schedule a promotional email for that product which will be sent out to the customer on a regular biweekly schedule.