What is email and marketing automation software (MAS)?
Most marketing managers will run their own email campaigns using software like MailChimp or Customer Relationship Management (CRM) software like Salesforce. Although email marketing is an effective technique for generating sales or leads, it has generally been regarded as a single channel, rather than being integrated with other software or allowing workflows and sequential messaging.
Over the last few years, the traditional functionality of email and CRM software have been evolving into a new generation of Marketing Automation Software (or MAS), which offers additional tools to integrate sales and marketing processes.
At Anicca we have been using Marketing Automation Software for our Clients’ and our own marketing for nearly 5 years. Having tested several platforms, we currently use the SharpSpring software due to its extensive range of functionality and low monthly cost.
Our email and marketing automation services
To help you use email marketing and MAS in your business, Anicca has developed a range of consultancy, management, reporting and training services to help you use the software within your sales and marketing team.
New users of email and MAS software
If you have limited or no experience of using email or MAS software, then we can audit and assess your sales and marketing processes to determine whether our SharpSpring software would help you to improve these processes.
Once we have mapped out your processes, then we can help you implement the software and then provide the ongoing management on your behalf. Depending on your internal resources, we can also train your team, so that you can manage the processes and software yourself.
Experienced users of email and MAS software
We can take over the management of your existing email, marketing automation or CRM system. Our team have experience of running campaigns across multiple software including MailChimp, SharpSpring, HubSpot, Marketo, Salesforce etc.
If you prefer we can help you implement our software SharpSpring, as this is a very cost-effective option with a lot of additional functionality (see below).
We can train your team to use the software and manage it on your behalf. We can also provide customised reporting to integrate data from our CRM software with your Analytics reports.
The key elements of marketing automation software (MAS)
Below is an overview of the key elements of Marketing Automation Software.
List managment and/or CRM
Internal CRM system with contact manager in the MASIntegration with 3rd party CRM systemsUpload existing lists into MASCreation of dynamic lists within MAS
Landing page and web forms
Custom field creatorForm creator (where standard and custom fields can be added)Add form to website via an i-frameCreation of landing pages or integration with 3rd party software
Tracking and analytics
MAS uses DNS look-up to track anonymous visitorsRefer to a database to provide additional company informationHistory is saved, and added to customer card once they become known visitorsComplete history of individual retained
Email and lead generation
MAS has integrated email broadcasting systemAbility to upload own listsAbility to use MAS templates or upload your ownReports email performance for each email or each customer
Lead nurturing and tracking sales opportunity
MAS allow you to score leads based on users’ activities and behaviourIntegration with CRM system so that the sales team only focus on hot leadsSome MAS also have opportunity tracking
Automation and workflows
MAS software allows complex workflows based on filters and triggersWorkflow or task can happen immediately or be scheduled with a delayCan be used purely for internal processes or as part of external communications
Integration with other software
Use of standard connectors for linking with 3rd party software:
CRM connectors e.g. SalesforceAdWords integrationWebEx and GoToMeetingGmail and other email systemsCall tracking softwareSocial integration
Use of API and Zapier to enable custom integration with own systems and software.
Typical elements of MAS software
Features ofSharpSpring MAS
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