Choosing a good professional email software to do marketing automation is never easy. Some solutions are too complex to accommodate in email and require time to adapt. As for the others, they do not meet the needs of the users and are therefore not usable.
What we primarily look for in email programs that manage marketing automation is often the ability to implement relevant scenarios in a simple and intuitive way.
We’ll see below how we can manage it ActiveTrail solution, a professional software that emphasizes ease of use.
First of all, let’s find out what marketing automation is and what it brings to businesses.
What is marketing automation?
Marketing automation allows automation of some online tasks related to digital marketing. It’s a solution increasingly used by businesses, especially in the B2B space.
Generally, with a software solution, the company will automate certain tasks, through predefined scenarios upstream.
The marketing department and especially the digital marketing department will be responsible for directing actions across the marketing automation solution.
Thus, marketing automation will allow structures to set up various automated actions for their digital marketing. Such as sending emails, classifying customer data, or even providing content tailored to the type of audience or customers. Companies mainly use marketing automation in order to get better performance out of their marketing campaigns thus enabling them to develop their customer portfolio effectively.
By automating many actions in marketing, the company will save time and will allow through its solution to get better targeting of its customer base/expectations. In this case, automated marketing will provide better qualified leads while increasing its profitability.
To understand how marketing automation works, the ActiveTrail email program editor has created a short video demonstrating the implementation of a simple scenario. The principle is based on drag and drop (drag/drop) in order to create simple and instant operational procedures.
Email Marketing Automation by ActiveTrail
In the short video below, we see how ActiveTrail manages to simplify the creation of emails and scenarios for its marketing automation program. You have a main window in the middle representing your workspace for creating scenarios and in the right column the possible actions you can import.
Scenarios in marketing automation work mainly in the form of logical processes, that is, depending on the choice of the customer, the scenario can make you take path A or path B. In this case a condition is issued: if the customer makes this choice, then we give him this information. Email opened: Yes, then we send content to it, Email not opened: No, then a specific offer (or otherwise) is sent to it.
The drag-and-drop method allows beginners to quickly learn the program and intuitively understand how it works. We drag the actions to the right of our workspace towards it.
ActiveTrail was able to demonstrate the power of an email/marketing automation solution in just 30 seconds in this video:
Create a Marketing Automation Script with ActiveTrail
When creating more complex marketing automation scenarios, ActiveTrail guides you in creating them from a blank template. As a reminder, scenarios make it possible to create graphs according to the choices made by Internet users.
In this video, you will discover all the power of scenarios in marketing automation from sending an email to actions to be triggered.
It is the ease and level of scenario creation that determines the strength of current marketing automation solutions.
The more easily you can handle it, the more the tool will become really necessary and relevant during your email campaigns. The intuitive aspect and power of the tool will enhance its choice for the professional user in charge of digital marketing.
Now let’s see how to create a marketing automation scenario using ActiveTrail:
Predictive transmission using ActiveTrail
Here is the question that many marketers or people responsible for emails have turned around, at least once they have done their brains work to ensure that their newsletter is sent out:
What is the best time to send your newsletter?
There are different theories on the subject and each has its reasons for reaching your goal in time…but in the end when is time really the best?
ActiveTrail’s definitive answer to this problem: predictive transmission
Predictive transmission ActiveTrail is a new feature in development recently implemented by ActiveTrail technical team. It will allow you to send your marketing campaign precisely when recipients want to receive it.
With a timer system, ActiveTrail collects information on the optimal dates for the delivery of your emails or newsletters to each of the recipients. The goal, then, is to achieve Better open rate for your campaignsWhich will result in an optimal conversion rate and an increase in your sales.
How is the optimal time to send an email calculated?
ActiveTrail uses predictive analytics and historical data analysis To determine the past behavior of your customers.
ActiveTrail’s predictive dispatch notes that during recent emails sent to Jessica, the latter usually open them between 10 AM and 11 AM and that Benjamin typically opens his emails between 12 PM and 1 PM.
In this case, Jessica will receive your emails at 10:30 AM while Benjamin will receive them at 12:30 PM. Therefore, after this analysis, there will be a statistically greater chance of opening your emails, which will have the effect of increasing the results of your campaign.
The email campaign will be sent within 24 hours from the moment it is set up, that is, according to the planned dispatch date. It will be necessary to activate predictive transmission because of this.
To start the predictive send clock, move the slider to the right and wait until you’re done calculating to set the best times for your submissions:
Ecommerce campaigns with ActiveTrail
As you probably know, one of the main problems with e-commerce is shopping cart abandonment. The customer makes his selection of products, adds his selection in the basket and at one time or another decides not to continue and not materialize his purchase.
Several reasons can be associated with cart abandonment in e-commerce:
Too long customer journey, sudden reversal, consulting review sites, credit card problem, or hesitation on implementation. To get around this, e-merchants use many follow-up methods, from text messages to emails and phone calls.
So some actions can be automated, such as sending emails and sending SMS to try to catch up with the customer. We use different techniques especially those of a promotional coupon if the basket reaches a certain amount.
ActiveTrail E-Commerce: Active Commerce
ActiveTrail offers ActiveCommerce e-commerce solution, an e-commerce email marketing platform that fully integrates with major Content Management System (CMS) such as Magento, Shopify, and Prestashop.
ActiveCommerce offers e-commerce merchants the management of 3 main axes through its solution:
- Restore basket (Recover shoppers who left their cart)
- Continue after purchase (Suggest products based on previous purchases)
- Buyer reactivation (Send special offers to buyers)
These different hubs aim to increase conversion rates by restoring abandoned baskets, ensuring post-purchase follow-up and revitalizing buyers by offering them special offers, coupons for products from the same family after sales, etc.
Let’s see how ActiveTrail manages e-commerce campaigns:
The future of marketing automation: artificial intelligence
Undoubtedly, the first elements of AI associated with marketing automation will be associated with the processing of the many data entered into the solutions. The goal is to be able to process them in real time to provide solutions instantly.
Storage of different scenarios, solutions offered, conversions after shopping cart abandonment, the bulk of after-sales follow-up and customer reactivation contribute to the improvement of marketing automation tools.
The more data, the more the solution will be able to offer a good compromise, a convenient solution and all at the right time through interaction from a human point of view.
Tomorrow’s marketing automation will be able to dialogue and provide real solutions to customers
To wrap up on ActiveTrail
ActiveTrail offers professionals an easy-to-use solution as many actors still use complex tools that often have many unnecessary features or no real need emerges.
With ActiveTrail, you don’t have to leave your solution at the bottom of the tray, because in terms of ease of use and ergonomics, the tool stands out as an innovative and intuitive solution in the field of email and marketing.
Through the e-commerce module for e-commerce, ActiveCommerce connects to the main e-commerce content management system in order to manage cart retrieval, post-purchase follow-up, and buyer reactivation.
ActiveTrail is a complete marketing automation tool that most users will be pleased with, with its ease of use.
Feel free to send us your feedback if you decide to adopt it.
Article written in association with ActiveTrail