marketing automation software features

3 Must-Have Marketing Automation Software Features

Carl Taylor | December 13, 2016

So, you’ve already wet your feet in the marketing automation world. You’ve probably used a tool like Mailchimp to systematize lead collection and email marketing.

But now, you’re hungry for more. You want to take your marketing automation to the next level.

Before you choose a marketing automation software provider, you’ll need to take note of what features will be the most beneficial to your business.

There’s no use in having automation software if it doesn’t have the qualities we highlight in this post.

Below we show you three incredible features your marketing automation software must-have, if you’re looking to improve your marketing efforts, and grow your business.

Helping Your Business Reach Its Potential With Marketing Automation Software

You probably got started with marketing automation by using basic features like adding email subscribers and sending out an autoresponder. But if you’ve purchased software like ActiveCampaign or Infusionsoft, there’s so much more you can do.

It’s kind of scary how much more you can do.

You know how Amazon seems to be able to recommend with perfect accuracy, products you’ll like or want to buy, almost like they can read your mind? Your online shopping experience is perfectly custom-tailored to your needs.

They’re able to do this through extensive data collection and customization. Now, we don’t have the same business-might as Amazon, but with the right kind of marketing automation software, we can do two things much easier.

  1. Provide a highly-tailored customer experience that will delight our buyers.
  2. Grow our businesses by saving time and improving the value we get from our current marketing activities.

Imagine having a well-oiled lead collection machine. One that allows you to optimize your email list to improve conversions, automate certain marketing activities to save time, and even separate high-quality from low-quality leads, so you’re only pursuing your best customers.


Marketing Automation Features You Need to Have

Below we profile a few of the main features that your high-end marketing automation software needs to have, and how you can use them to benefit your business.

1. Tagging and List Segmentation

Is your current email list just a giant mass of subscribers? Is every individual on your list nothing but a number to you?

Well, you could be doing much more. Software like ActiveCampaign allows for data-driven segmentation. This means that all your contacts can be grouped by how they interact with your emails, their interests, how they joined your list, how long they’ve been a subscriber, and much more.

You can use this information to send more relevant emails to your list, and even trigger follow-up emails based on how they interact with your site.

marketing automation software features

According to a report from DMA, “segmented and targeted emails generate 58% of all revenue”.

With extensive customization you’ll find that it’s much easier to delight your customers. Instead of getting blanket emails, they’ll feel like everything you send them is meant specifically for them.

2. Intelligent Automation

How much time do you spend optimizing your marketing campaigns? Or trying to find the perfect time to engage with your readers?

Trying to do everything on your own can be tough. A recent report from Adestra has found that “74% of respondents said the technology’s ability to save them time was its largest benefit”.

Luckily, there are intelligent automation features that allow you to completely automate certain marketing actions. It’s like having a super intelligent assistant who keeps track of everything.

marketing automation software features

Want to send a coupon email out to subscribers on their birthday? You can automate it. How about waiting until your readers have opened five emails from you to start a sales sequence? You can automate it.

What about being able to easily send your subscribers different emails based on their past interactions? You can automate it.

And that’s just the beginning. Most marketing activities can be automated with the help of extensive data collection. Which means you can spend less time doing that, and more time making sales.


3. CRM and Lead Scoring

Sadly, a lot of marketing and sales departments aren’t on the same page. But if you can align these actions, that’s when the magic happens.

Imagine being able to automatically nurture your leads, advance them through your sales funnel, and even help to close deals. According to Lenskold and Pedowitz, “when asked to identify primary revenue contribution drivers, the vast majority of marketers picked marketing automation systems (78%) and lead scoring based on content & engagement (68%)”.

With lead-scoring features you can customize and tag your contacts to ensure that only the top leads are being pursued. You’d hate for a stellar lead to fall through the cracks, all because you didn’t know they were a subscriber!

marketing automation software features

Intelligent information collection allows you to gather the most relevant lead information. This means an improved sales process for you and an increased bottom-line for your company.

If you’re currently using advanced marketing automation software, then you should use all its relevant features. If you want to unlock the potential of your marketing automation software, then let the team at Automation Agency help you out.

About the author 

Carl Taylor

Carl Taylor is the Founder & CEO of Automation Agency. For the past 10 years Carl has been building businesses and marketing them online through the use of Sales Funnels, Email Marketing Automation, Landing Pages, and Wordpress Websites. Carl is also a #1 author and highly sought after speaker and consultant whose work has impacted thousands of businesses across various industries worldwide.

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