How today’s tech tools take marketing automation to the next level

With the right tools in place, a brand can gather information about potential customers and create messaging that connects personally to each one. Businesses realize they must reach out to customers on an individual basis for them to pay attention. When an email contains information that specifically speaks to a customer’s preferences, that customer is more likely to take action. But these tools will only get results if you put work into learning about your customers and creating messages that connect. Savvy businesses realize they should customize each follow-up message based on previous activities by that customer. Manually sending those emails can be time-consuming, but fortunately there are tools to help you automate your marketing that can create this effect. The customer’s action on those follow-up emails can then determine the type of messages that person receives during your next campaign. Someone had to go through that list on a regular basis to make sure every contact name and address was correct, in addition to verifying that the business was still a good fit for a business’s marking efforts. By automating this effort, you’ll have access to the best available information on each contact in your database. Marketing automation saves businesses time, while also extending their potential reach.

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At one time, marketers relied on a technique now called “spray and pray” to get their messages across. They deployed an ad to a large audience in the hopes that at least a small percentage would react positively to it. At the time, this was the best way to get the word out about a product or service, whether it was to a national or local audience.

Fortunately, things have gotten much easier thanks to technology. With the right tools in place, a brand can gather information about potential customers and create messaging that connects personally to each one. As technology grows more sophisticated, brands are getting even more complex in the way they manage these campaigns. Here are a few ways tech tools are making marketing more effective.

Personalization

It’s no longer sufficient to send the same message to thousands of people at once. Businesses realize they must reach out to customers on an individual basis for them to pay attention. This starts with creating a subject line that will connect with them as they’re casually scrolling through their overstuffed inboxes, but it continues to the message itself. When an email contains information that specifically speaks to a customer’s preferences, that customer is more likely to take action.

Many of today’s top email marketing tools offer the opportunity to direct email messages to certain audience segments. You can deploy one set of emails to customers who have purchased from you before, for instance, and another for customers who have shown an interest but never bought anything. But these tools will only get results if you put work into learning about your customers and creating messages that connect.

In both sales and marketing, success is…

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