Data and Analytics

The Future of Marketing Automation

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 […]

11 minute read

Implementing Marketing Automation

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. […]

17 minute read

Laying the Strategic Groundwork for Marketing Automation

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 […]

7 minute read

The Challenges of Marketing Automation

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 […]

10 minute read

Why Organisations Should Use Marketing Automation

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 […]

26 minute read

Defining Marketing Automation

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 […]

14 minute read
selection of toy robots on a yellow background

Marketing Automation: A Summary

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 […]

3 minute read

Setting Up an Effective Email Testing Programme

Holistic testing is designed to reveal more about customer motivations and the ‘whys’ behind successful campaigns.  It can be implemented as a framework that imparts both a testing structure and a method for applying the results generated from those tests. This chapter discusses how to set up an email testing programme based on this approach. […]

10 minute read

Approaches to Email Testing

Advances in technology, particularly at the email service provider (ESP) level, should mean that testing becomes more widespread and more affordable. The creation, launch and adoption of AI-based testing tools has also been a major factor in giving marketers more control over the testing process, including allowing direct access to testing and results. Different attributes […]

16 minute read

A Framework for Email Testing

Email testing is both art and science. Creative thinking helps drive the possibilities for testing, but science ensures that the results will be reliable and repeatable. It relies on a formal structure that identifies a problem, develops a framework to address it, follows a strict procedure that eliminates chance, error or bias, and delivers results […]

5 minute read