At its best, marketing automation is software and tactics that allow companies to buy and sell like Amazon -- that is, to nurture prospects with highly personalized, useful content that helps convert prospects to customers and turn customers into delighted customers. This type of marketing automation typically generates significant new revenue for companies, and provides an excellent return on the investment required.
An auto responder is generally more similar in content to a newsletter than it is to a direct sales email, though it combines many of the elements of both. The content can vary wildly though based on your industry segment and what you've promised subscribers. The most common type of auto responder content will be tips or advice, but you can also do great things with recipes, serial fiction pieces, inspirational quotes and a variety of other topics. Essentially, you are looking for content that will engage users over a period of time while also providing a platform to encourage sales of your product or service or visits to your website.

When thinking about the five types of email marketing described previously, auto responders are almost exclusively used for customer acquisition email marketing. Your existing customers may respond well to an auto-responder campaign, but chances are high that the best place in your marketing mix for auto-responders is when trying to acquire new customers.

Emails triggered by milestones, like anniversaries and birthdays, are fun to get -- who doesn't like to celebrate a special occasion? The beauty of anniversary emails, in particular, is that they don't require subscribers to input any extra data, and they can work for a variety of senders. Plus, the timeframe can be modified based on the business model.


Without a solid content marketing strategy to engage prospects across different touchpoints and stages of their buyer’s journey, marketing automation fails. Creating enough content at a reasonable cost is one of the top challenges to marketing automation, according to many marketers. Others include data quality and integration, poor marketing processes, lack of skilled staff and organizational culture. If you don’t build your marketing automation processes around the customer, just as you would do in content marketing, marketing automation is doomed to fail and it becomes even harder to close the loop between marketing, sales and customer value. Vendors have a responsibility as do marketing automation users and agencies. Change management is a must and it’s a well-known fact many organizations buy expensive marketing automation solutions while only using a limited percentage of available features and not even in the best way possible. No marketing automation without a realistic approach, a customer-centric strategy (based on touchpoints, journeys, etc.) and certainly not without a content marketing strategy.

We just started using MailChimp because it seems to be the only one that offers a free account for small or new users. The problem is that there are so many steps for a potential subscriber to go through with both double opt-in and recaptcha, that we are getting at best complaints to worst, plain nasty comments posted on our Facebook page. We don’t know how many would be subscribers we lost because of this.


Thanks Donna – I agree. There’s so much scope for integration with marketing automation software that it would literally take a team of thousands to build all of the plugins and functionality in a short time frame. Ontraport / Infusionsoft are very similar to Salesforce in a way, by using the developer community to build the functionality around their product (which adds value to both Ontraport and their products & services).


ActiveCampaign offers email marketing service with third-party integration and auto-responses of various types.  ActiveCampaign can create and send out emails for different activities and purposes. The software is also designed to track website activities and events and provide real time analytics based on the results. ActiveCampaign is also useful for garnering customer data in an organized manner.

Encompasses automation of internal marketing processes. These include budgeting and planning, workflow and approvals, the marketing calendar, internal collaboration, digital asset creation and management and essentially everything that supports the operational efficiency of the internal marketing function. Typically these systems require a CRM or COM administrator to set up a complex series of rules to trigger action items for internal sales and marketing professionals to manually process (designing files, sending letters, sending email campaigns). This type of system increases marketer's ability to deliver relevant content to relevant individuals at relevant times. Limitations may apply, based on the human resource capacity of an organisation and their level of commitment to the tasks as they are assigned.
Having tackled what you should look for in a program, we can now move on to discussing our 20 best marketing automation software solutions for small businesses. If you’d like a more in-depth discussion on what these software solutions can do, you may read about the benefits of marketing automation software here . But, if you’re ready to check out our marketing automation software 2019 comparisons, then keep reading this article.
LeadSquared looks interesting – although I can’t quite figure out what differentiates it from other small business marketing automation software. Out of interest, what separates B2C vs. B2B marketing automation from a software vendor’s point of view? I.e. what’s different about the software that gears it towards B2C companies opposed to if you were targeting B2B clients?
Yes, we update it once a year to keep it relevant. We’ve actually updated it twice in 2018 due to some of the bigger changes in the marketing automation landscape this year. Notably, we’ve included a few new vendors that have become quite popular (Prospect, SendinBlue) and removed some of the older ones that were declining in popularity (e.g. Eloqua).
"Why aren't millennials moving?" The subject line of this email campaign reads before citing interesting data about relocation trends in the U.S. Trulia doesn't benefit from people who choose not to move, but the company does benefit from having its fingers on the pulse of the industry -- and showing it cares which way the real estate winds are blowing.

Having tackled what you should look for in a program, we can now move on to discussing our 20 best marketing automation software solutions for small businesses. If you’d like a more in-depth discussion on what these software solutions can do, you may read about the benefits of marketing automation software here . But, if you’re ready to check out our marketing automation software 2019 comparisons, then keep reading this article.
Businesses that sell to other businesses (B2B) firms have longer sales cycles and engage in more relationship building activities. Businesses that sell to consumers (B2C) rely more on brand and high-volume direct outreach efforts. This overview aims to improve understanding of how marketing software applications work and provide an update on trends every buyer should know.
Frequency matters, and how often you send emails can have a significant impact on your revenue and email engagement (and unsubscribe) rates. Send too much and subscribers can suffer email fatigue causing them to disengage and unsubscribe. Send too few and you lose the attention of your audience. They may even forget why they signed up leading them to unsubscribe.
At its best, marketing automation is software and tactics that allow companies to buy and sell like Amazon -- that is, to nurture prospects with highly personalized, useful content that helps convert prospects to customers and turn customers into delighted customers. This type of marketing automation typically generates significant new revenue for companies, and provides an excellent return on the investment required.
How should you balance useful content with solicitations for sales or offers? One of the greatest risks of an auto-responder program is having users become frustrated with hard-sales attempts and subsequently marking your email as spam, opting-out, or simply not opening future emails. All of the aforementioned activities can lower your quality score with email service providers and make it harder for your email sends to get into the inbox. Therefore, it's very important that your auto-responders actually contain useful information. While it's acceptable to include a sales offer along with useful information in each email, it is not advisable for you to make a sales-only email any more frequently than every fifth email in the series in order to protect your email sender reputation.

Promotional emails are one of the most economical ways for any business to connect with customers. Research shows a message is five times more likely to be seen through email than on social media like Facebook or Twitter. That’s why musicians use email marketing software to share their performance schedule with their fans, non-profits use it to get donations and photographers use it to promote their portrait services. It just works.


The multichannel view offered by ActiveCampaign gets glimpses of a small business’s website while looking at users’ email and mobile devices. Its campaign builder helps entrepreneurs design marketing collateral, and the platform consolidates customer data so these insights can impact the email, SMS, and CRM options ActiveCampaign offers. This data also allows business owners to create segments.
We currently have three Editors' Choice picks for marketing automation solutions here at PCMag. One of them, Campaigner, impressed us with its intuitive UI and its wealth of online resources. Another Editors' Choice, the aforementioned Pardot, excelled due to its built-in search and social marketing functionality. Lastly, the aforementioned HubSpot had an impressive set of prebuilt workflows that also got our top nod. While all of these are fantastic solutions, they are all quite different, and it's definitely worth taking the time to research the best solution for your needs. This, of course, also applies even to the other products that did not get an Editors' Choice designation.
InfusionSoft is the tool of choice for serious marketers. If you run a six figure online business or have a list larger 50,000 subscribers, this may be the tool for you. InfusionSoft combines your shopping cart with email marketing, so you can do complex things like segregate your buyers from your subscribers or mail specific sequences to specific people. You can also send physical postcards from InfusionSoft. InfusionSoft isn’t cheap. The monthly subscription is in the hundreds, and there’s a four figure setup fee. It’s geared towards companies that are already successful and need powerful solutions, rather than startups.
Particular groups of customers can be targeted or even individuals. Offering individual customers special deals on merchandise and/or services on the customer's birthday, for instance, is one example of email marketing personalization. (A restaurant might send an email to customers on their birthday offering 50% off an entree,) Email marketing helps a business develop and maintain a relationship with a customer over time that hopefully results in increased sales and increased customer loyalty. 
This has resulted in the rise of omnichannel retail. That is to say, a complete, unified customer experience from start to finish. In order to find success in the current market, companies must meet their customers where they are — whether in-store, online, on social media, or wherever — and provide the same high quality experience every time. This is what separates the best marketing automation tools from the rest.

LeadSquared Marketing Automation is a cloud-based platform catering to the marketing needs of different business sizes. It aims to streamline marketing campaigns using best-in-class tools for automation, analytics, lead management, website tracking, and list segmentation. Accessible on Windows, Linux, Mac, and mobile devices, LeadSquared Marketing Automation may cost from $200 per month to $1800 per month depending on the number of contacts you process.
It’s time to integrate, connect the dots and – please – drop the ‘this channel trumps that channel’ approach. It’s time to look at the customer reality and business goals instead of at research and opinions to polarize discussions. Marketing is connected and so are customers and their journeys. Deal with it. They’re not just connected with others (and, wake-up call, always have been), they’re also connected with our businesses across several touchpoints, far beyond the reach of the single campaign.
Fixel is designed to enhance one’s marketing efforts by segmenting and identifying website visitors that will likely turn into paying customers. The software automatically segments website visitors based on their level of engagement and interaction, allowing you to target high-value candidates through marketing campaigns, remarketing, and other efforts to bolster your sales and conversions. Its advanced learning engine is capable of discovering and separating audiences based on multiple parameters and over 60 engagement signals. The platform constantly updates its segmentation engine based on detected advanced segments arising from multiple engagement signals, thus negating the need to create and test manual segments.
In order to reach customers with these all-important 1-to-1 journeys, a new generation of marketing automation tools has emerged. These tools take advantage of cloud capabilities in order to provide marketing teams with the ability to get to know their customers better, manage campaigns, and collaborate more seamlessly with other departments such as sales, service, IT, and more.

Here are some of the most interesting email marketing stats around. The Radicati Group says we’ll send and receive around 281 billion emails this year. According to Adestra, 78% of teens use email. Statista reports that 85% of US adults use email. Consumers like getting emails from the brands they love. But email senders have to respect the inbox. Email too often, or include the wrong content, and Litmus says some people will report your email as spam instead of unsubscribing.
In 2002 the European Union (EU) introduced the Directive on Privacy and Electronic Communications. Article 13 of the Directive prohibits the use of personal email addresses for marketing purposes. The Directive establishes the opt-in regime, where unsolicited emails may be sent only with prior agreement of the recipient; this does not apply to business email addresses.
Encompasses automation of internal marketing processes. These include budgeting and planning, workflow and approvals, the marketing calendar, internal collaboration, digital asset creation and management and essentially everything that supports the operational efficiency of the internal marketing function. Typically these systems require a CRM or COM administrator to set up a complex series of rules to trigger action items for internal sales and marketing professionals to manually process (designing files, sending letters, sending email campaigns). This type of system increases marketer's ability to deliver relevant content to relevant individuals at relevant times. Limitations may apply, based on the human resource capacity of an organisation and their level of commitment to the tasks as they are assigned.

Take the email below from Paperless Post, for example. I love the header of this email: It provides a clear CTA that includes a sense of urgency. Then, the subheader asks a question that forces recipients to think to themselves, "Wait, when is Mother's Day again? Did I buy Mom a card?" Below this copy, the simple grid design is both easy to scan and quite visually appealing. Each card picture is a CTA in and of itself -- click on any one of them, and you'll be taken to a purchase page.
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