Marketing automation is an established tool among data-driven marketers, and this trend looks likely to continue as estimates predict the global marketing automation market will rise from $5.2bn in 2022 to $9.5bn in 2027.[1] Increased uptake, particularly on a global level, is attributed to pushing this growth, but changes and improvements in the tools’ features […]
Once the strategic foundations of a marketing automation approach have been laid, an organisation may progress through to implementing the strategy by following the eight steps outlined in this chapter. Set clear goals and objectives Setting clear goals on what implementing marketing automation is seeking to achieve is a crucial first step in the implementation. […]
To effectively execute a marketing automation programme, it is important to spend time upfront scoping out the role marketing automation could play in an organisation. Building a clear strategic foundation makes it easier to create any necessary internal business cases and move to the next step of implementation. Building this foundation can help create an […]
As with all new tools and technologies, the path to adopting marketing automation is not without challenges. Respondents to Econsultancy’s 2022 Future of Marketing survey foresee a variety of issues in implementing marketing automation, as illustrated in Figure 1. This chapter will explore this in more detail. Econsultancy’s 2022 Future of Marketing survey identified limited […]
Many organisations are using marketing automation to handle tasks that would simply be too laborious or time-consuming for marketers to take on. In this way marketing automation platforms offer major gains in efficiency, which can translate into greater benefits for the business. This chapter considers the most significant benefits offered by marketing automation, and why […]
By automating tasks that would be impossible to complete manually, organisations using marketing automation tools can free their employees to work on more creative or strategic assignments. This chapter provides a definition for marketing automation, looks at how it works within a marketing strategy and outlines the key features of marketing automation platforms. What is […]
Marketing automation refers to a software or set of processes that organisations can use to automate marketing actions such as sending emails, managing customer data or posting social media content that might otherwise be done manually. Marketing automation has been around since the 1990s, when the first automated email campaigns were executed. Since then, the […]
On 15th March, Starbucks announced that it would be shuttering Starbucks Odyssey, its NFT-centric loyalty programme. What does the closure tell us about rewards, and is this indicative of the declining star of web3?
The key to maximising deliverability is to check for potential delivery issues before broadcast. Senders who use in-house systems must ensure that their mail server is configured to minimise deliverability problems and that any potential issues are reviewed after every campaign. This chapter looks at several best practices for managing these processes. Test deliverability using […]
Email deliverability, though a shared responsibility between email and IT teams, should be of particular concern to marketers, as it directly impacts a business’s ability to achieve its objectives for customer engagement and revenue. This chapter looks at the factors affecting email deliverability and how they work. Email deliverability: An overview Email deliverability covers the […]
Having established a permission-first approach to email address acquisition, it is then key to ensure the data is correct and to provide customers with customisation options to discourage unsubscribes and spam complaints. This helps to maintain the list quality. This chapter looks at how this can be achieved. Establishing a system for data correction At […]
Best practice for sustainable growth of email lists acknowledges the benefits of cultivating a list of high-quality subscribers over a longer period. This chapter looks at the permission-first approach to acquiring email addresses, and how to optimise the opt-in process for potential subscribers. List growth: An overview Email lists can be grown in one of […]