Learn about email marketing automation with tools such as ClickDimensions, MailChimp, HubSpot, and Infusionsoft.
- [Instructor] For a short while, many companies reduced their reliance on Email marketing. In exchange, for social media. It very quickly turned out that social media platforms can change their policies overnight, which is something we've got no control over. As a result, email marketing made a strong comeback, and is now considered one of the safest and most reliable longterm communication mediums business can have. Most chief marketing officers agree, that if their business needs to pay Facebook to share a marketing message with it's own followers, then it may as well invest that money in getting those followers onto it's own database.
From where it can serve them with personal messages at scale. Besides, a great newsletter can always include social sharing buttons. So database marketing can still integrate with social media and have viral potential. There are several email marketing tools available that can achieve rule-based data driven personalization. I'd like to share with you a few right now. ClickDimensions is great for running campaigns on auto-pilot and integrating with your CRM systems.
It uses rule-based automation, based on customer responses to emails, or the pages they visit on your site. It is a little bit more advanced than some of the options that we'll discuss below, because it also has SMS triggers. Some lead scoring that enables additional segmentation to focus on more profitable clients. It greatly reduces the need for manual interference, whilst giving you a 360 degree view of your customer data.
Mailchimp evolved from being a system that sends out personalized newsletter with simple mail merging, to a system that can now connect your online store to analyze customer purchase data. It can make predictions on other products a customer may want to buy, and then can send out matching product recommendations by email. It can also used rule-based triggers, so that relevant emails is sent when a customer abandon their cart.
This will remind them about the same product and other relevant offers you may have. By integrating subscriber profiles, your marketing campaigns can actually set main users, according to their conversions and different loyalty metrics. HubSpot is an email automation service that includes analytics and various tools for capturing new users. It helps you to turn the database into more targeted segments.
It is popular because of the ability to capture web browsing behavior of your users, which is a great way of segmenting potential customers according to data that suggests their user intent. Infusionsoft is a good example of a service that offers email marketing, but also acts as a CRM system that analyzes customer behavior in order to provide lead recommendations and marketing automation that will target relevant segments.
It offers the possibility for manual data manipulation that reflects any offline or phone transactions, that may not be recorded through online shopping carts. Thereby, integrating a wide range of customer data for a more versatile business operation. The list of email solutions goes on, and what we've discussed here is by no means exhaustive. I would encourage you to do your own research for a solution.
Once you have a clear idea of your business needs, there are more personalization tools that are based on data analysis rather than rules, which we're going to discuss later in the course, as well.
- What is database marketing?
- Email marketing tools
- Using a data management platform (DMP)
- Database analysis and customer insights
- Segmentation and personalization
- Laws, regulations, and issues in the US and in the EU
- Maintaining data quality