A wave of automation is sweeping the world, affecting everything from the way we do business to the way we run our homes. There will unquestionably be challenges from automation, but there are also plenty of good things that will come from its rise as well. One area that will see many benefits is marketing.
Automation is already having numerous positive benefits on email marketing, and those benefits will continue into the future. For example, many email platforms already have programs available that allow you to automate entire campaigns based on a variety of criteria, such as how someone came to your list, when they signed up, and what their activity level is. This degree of customization allows you to personalize digital campaigns to someone based on their behavior, and the criteria that allow you to set up such an email campaign are extremely flexible. The only point of caution here is to remember that the people on the other end of the email are humans and may not appreciate being bombarded by constant marketing efforts. Use caution, and make sure your contacts count.
Direct Mail Marketing
While you’d expect email marketing to be made easier by automation, there are also plenty of ways in which automation is positively affecting direct mail marketing. The process actually works relatively similarly to email marketing campaigns. For instance, you can set triggers based on behavior, like if someone visits a website or uses a coupon, and send follow-up communication, such as another postcard or email. You can also use automation for a variety of other tasks, such as address verification. There are programs that can make this process easier, such as application programming interfaces. APIs streamline processes by making it easier for software applications to process and exchange data.
You can easily collect data in an automated process and then analyze that data. For example, let’s say all you have is someone’s name and email address. If they click on a link that you send them, you can use other information garnered from their web behavior to create a consumer profile and then potentially target them for other ads via Facebook or through their Google services.
Automation is creating an exciting new world and a rapidly evolving form of technology; a world that is only limited by the human imagination. As such, you can expect to learn more about this area in the future. Pay attention to this space, because options for how automation will enhance your ability to market will only grow in the future.
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