The last two decades have witnessed a digital marketing renaissance, culminating in the realization of exciting new ways to engage leads and drive conversions. Marketing automation has enabled marketing teams to accomplish more than ever, using even fewer resources. This powerful new tech has seen widespread adoption across all sectors and services. Marketing automation is now the norm, rather than the exception. Personalized and relevant content, delivered in an easily accessible format, is expected.

As we approach the new year, it’s important for business leaders to take stock of their current growth strategies, and reflect how they could better leverage available technology to drive growth. This article provides a brief overview of marketing automation, and offers actionable advice on how to best use it.

What is Marketing Automation?

Marketing automation is a cost effective method for maximizing productivity using automated sequences of communication, which are set to trigger based on specific actions. Types of marketing automation include email broadcasts, SMS campaigns, speech-to-text, drip campaigns, customer journeys, workflows, and a whole lot more! An important facet of automation is that the content is adaptable to contact info and actions. Marketing automation can personalize messages using information contained in your recipients’ contact records, and is capable of strategically selecting which messages your contacts receive, based on their level of engagement.

A lot of companies who are new to marketing automation struggle to use it effectively. Oftentimes, they’re unfamiliar with what the tech is capable of, and as a result their strategies for implementing it lack imagination. For companies looking to develop an effective digital marketing strategy for 2021, here is a list of insider tips to try.

Always Test! – Successful digital marketing requires a lot of fine tuning. Just because something worked once, doesn’t mean it will continue working. After you’ve set up your automation, continue to monitor results and use those insights to improve your process. GreenRope’s extensive reporting capabilities are perfect for providing easily digestible analytics, complete with charts and projections.
Don't let bad data drive personalization – Make sure your data is up to date! The last thing you want is placeholders pulling irrelevant or outdated data from your contact records. Surveys are a great way to ask contacts about lifestyle changes.
Maintain a clean list - It’s pertinent that companies regularly scrub their mailing list of uninterested and invalid contacts. Unsubscribed and bounced contacts can hurt your sending score and hamper future deliverability.
Do not be insensitive to the times – Relevancy is always key! To better connect with your customer base, create content that relates to them on an emotional level. Be sympathetic to what they’re going through, and offer assistance where you can. Relevant, compelling content will boost your brand image and help customer retention by creating meaningful connections with your audience.
Do not skip out on customer journey mapping – Customer journey mapping is key! This practice streamlines lead generation by physically mapping out your buying process, and using automation to adapt your approach based on specific consumer actions. This time tested technique is a favorite among digital marketing professionals. From a user’s perspective, journey mapping is intuitive and robust. Customers, on the other hand, will notice the increased relevance and adaptability of your dynamic messaging, while being unaware of what’s happening behind the scenes. The end result: more conversions, greater retention.
Automate operations – Marketing automation frees up available man power by automating repetitive tasks. By making operational functions self sufficient, your people can focus on what truly matters most, their jobs.

Who We Are?

GreenRope is dedicated to empowering businesses with the tools they need to succeed in a highly competitive, technologically sophisticated marketplace. In the past 15 years, we have evolved from being one of the first email marketing service providers to being the only Complete CRM on the market. Unlike our competitor’s pricing plans, which feature exorbitant fees and add ons, we offer our full platform at a reasonable price, based on the number of contacts in your account, because quality MarTech should be accessible to all businesses.

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6 Insider Tips for Your Marketing Automation Strategy in 2021