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Basics of Marketing Automation

Marketing automation is an increasingly used principle in recent years, which allows the company to communicate
more effectively with customers, which then leads to faster implementation of business processes and automation of
repetitive tasks. This can help the company not only increase the return on investment, but also increase the number
of customers or eliminate errors caused by the human factor.

Automation therefore has a significant potential to bring significant benefits to your marketing strategy. However, the
key to success is to use it correctly, which you will achieve if you follow the password:


Get to know your audience and create customized content

For marketing automation to be effective, you need to know who your customers are and how they behave during the
purchase process or visit your site. It is important to map which links the customer clicks on, how often and
he opens your emails at all or which product category he is most interested in. It is also necessary to
record everything, that will help us segment customers into individual groups.
The most common aspects are demographic data, gender, interests or overall activity. The individual information is
then stored in marketing automation tools, which have their own CRM modules to facilitate work with the contact

If you are clear about who your customers are, we can start creating appropriate content that should be as
personalized as possible for specific audiences. Ideally, it should contain information that individual readers are
interested in and search for themselves.
The value for the customer and the vision of your company should also be clear from the content, so it is necessary
that the individual messages interact and complement each other. In general, however, less is sometimes more, so try
to make the text concise and understandable.

Collect correct data

In order for the right content to be delivered to the right person at the right time, you must also have the right data
to give you the information you need. Forms located on the website are a suitable tool to provide you with
this information
. Whether it's registration forms that allow the customer to subscribe to your content, contact forms
that allow you to easily arrange an appointment with the client, or additional forms that provide additional information
always try to include only the data that they are really relevant to you.

For example, when arranging an appointment, the exact address of the client's residence is not important to you,
while in the registration form, which is used to assign the customer to a specific region, it could already be decisive.

How to start with marketing automation?

It is also necessary to be able to compile marketing automations correctly and determine the order of individual steps. The default element is always a trigger that triggers the action. It can be filling out a form, opening an email or clicking on a specific link or image. Then it's up to you what goal you want to lead the customer to.

If you want to send an ad campaign in the form of an email to a specific segment of customers, it's a good idea to 
monitor whether the individual has opened the email. You can then use conditions to specify two scenarios of what
happens if an opening occurs and vice versa. If the customer has opened the email and clicked on the website, we
can use tags to indicate that he is interested in the topic or product. This will help us to better personalize our emails
in the future. However, if the opening did not take place, we can wait a few days and then send him an attraction in
the form of a discount or gift, or forward the email campaign with another item after some time. If he does not
respond to these additional offers, we can label him "not interested". This label can then be used to clean the
database and reactivate inactive customers. All with the help of automation and without unnecessary manual effort.

If you want to start with marketing automation today, all you need is a suitable marketing tool. ActiveCampaign or 
Hubspot, for example. You can find out what each tool is for in our previous article.


Difference between marketing automation tool and emailing tool

The mailing tool is used in the same way as marketing automation tools for the mass distribution of emails. However,
their disadvantage is that they lack workflow builders, so they are especially suitable for sending one-time
campaigns.Email tools are also available for contact management, but due to the absence of workflow builders, it is
not possible, for example, to easily clean up the contact list. Everything has to be done manually, which usually takes
more time. They are also limited in content personalization. Because it is not possible to create different action
scenarios, one content is sent to the entire segment or contact sheet. After sending, however, the contacts are
divided into three groups, according to the display of the email to "opened", "did not open", and "did not respond".
Marketing automation tools allow you to submit different content to each group. However, in the case of using mailing
tools, it is necessary to perform these actions manually, and again this is not only a more time-consuming activity, but
also a significantly more complicated one.


When is it appropriate to use which tool?

Each of the tools has a different use. Mailing tools are used when you need to submit a one-time campaign. It can be
a monthly newsletter or a one-time call to action. Bulk send this mailing to all contacts and resolve the necessary next
steps manually. In addition to making emails less personalized and segmented, there will also be lower email
openness, delivery, and domain trust rates. Marketing automation tools, on the other hand, are useful if you need
more frequent and personalized mailings. In addition to the features that mailing tools have, they can also create
multiple scenarios and send multiple content at once, making it easier for you to work and send people the content
they're really looking for.