What Are Some Common Email Marketing Automation Software Features?
More than just sending your emails when you want, email marketing automation software lets you streamline a wide range of other operations.
From email to social media and even analytics, here are some of the most common and useful features in automation software:
Email Marketing Automation
This is the most obvious, and most important tool in automation software. This goes beyond just sending emails at a certain date and time, allowing you to set specific conditions for when different emails will be sent. Furthermore, it can even automate large portions of the creative process, building out templates and emails using existing content, and even provide some testing capabilities.
Finally, you can set up your automation to reach out to users who reach you through a variety of touchpoints, ranging from site visits to social media mentions.
The ability to connect your acquisition and nurturing streams makes your email marketing significantly better. Automation software lets you automate certain portions of your social media, cross-post your email content and newsletters to social media platforms and keep track of your metrics in both cases.
You can also automate the creation of new user segments and lists based on specific social media interactions.
To send email campaigns successfully you’ll need to have a steady funnel of leads, and web marketing provides the perfect tool. With marketing automation software, you can set up PPC, digital marketing, and even SEO campaigns and monitor their progress.
You can also build landing pages specifically for email marketing campaigns, creating smoother lead pipelines.
One of the biggest benefits of email marketing automation is that it can centralize a lot of marketing activities. Being able to not just see your workflow, but instantly correct it, fine-tune it, and monitor it is a key advantage.
Additionally, you can have multiple workflows active at once for testing and different marketing stages.
Understanding your campaigns’ success comes down to being able to interpret the data you gain from it. One of the key advantages and features in email marketing software is the ability to monitor campaigns in real-time, set KPIs, and effectively track and report them.
This also includes being able to connect to other analytics suites and data streams to better comprehend your campaigns.
The most successful email campaigns nurture leads from their first interaction to their eventual purchase and beyond. To do so, email marketing automation software gives you the tools to track leads, know exactly where they are in the pipeline, what interactions have occurred, and what is next to be sent.
In addition, lead management tools collect crucial data automatically at every touchpoint.
Email marketing automation software also helps you manage your advertising campaigns and track their progress.
You can deploy ads that match your email campaigns and program them to be released in parallel with your email campaigns to provide a better flow for your broader strategy.
With the rise of mobile as one of the defining trends of the past few years, marketing campaigns have to account for this shift. Email marketing automation software often provides tools to use mobile channels and craft campaigns designed specifically for the medium.
You can also connect them to your email drip to get more out of each campaign.
Emerging Trends in Email Marketing Automation Software
- Interactive Email Marketing – Instead of static emails that can become repetitive and boring, many email marketing suites are starting to offer dynamic content capabilities.This includes adding things such as animated gifs, promotional videos, in-line games that can lead to other CTAs, and quizzes that encourage greater engagement. As these become more widespread, email marketing will be forced to dive into interactive design
- Consumers Get Savvy – Spam is already a major problem, and the prevalence of security breaches and phishing attempts have consumers on high alert. Additionally, privacy concerns mean that engaging with customers is becoming a more nuanced affair. Too many automated responses can harm your reputation and rely too heavily on bots can turn customers away.
The rumors of email marketing’s demise have been greatly exaggerated. Indeed, email remains one of the most important and efficient channels for marketers to employ. With powerful automation tools already available, and innovations around the corner, you can engage with customers on a whole new level.
Check out our in-depth expert reviews for the best email marketing automation software to find the one that works best for you.