Using marketing automation to create successful email programs in 2017
Is marketing automation part of your email strategy? Columnist Scott Heimes explains how to choose the marketing automation tool that's right for your email program and how to maximize the data it produces.
Marketing automation technology is designed to automate portions of the marketing process and provide data that helps marketers and brands determine who to target across multiple outreach methods. But it’s not just a tool; marketers use automation technology to strategize and implement business decisions.
When using marketing automation platforms to maximize email efforts, marketers need to choose the correct tool with the proper features and use the data produced to its greatest potential. Once marketers are able to gain insight into how recipients are engaging with their brand through marketing automation, alongside the insight gained from the email program, the user’s experience is significantly improved.
So, how can you use marketing automation to create an effective email program? I’ll walk you through some basic steps, from choosing a marketing automation tool that works for your business to using the data it produces to bring you actionable insights.
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