Using marketing automation to create successful email programs in 2017

Marketing automation technology is designed to automate portions of the marketing process and provide data that helps marketers and brands determine who to target across multiple outreach methods. But it’s not just a tool; marketers use automation technology to strategize and implement business decisions.

When using marketing automation platforms to maximize email efforts, marketers need to choose the correct tool with the proper features and use the data produced to its greatest potential. Once marketers are able to gain insight into how recipients are engaging with their brand through marketing automation, alongside the insight gained from the email program, the user’s experience is significantly improved.

So, how can you use marketing automation to create an effective email program? I’ll walk you through some basic steps, from choosing a marketing automation tool that works for your business to using the data it produces to bring you actionable insights.

[Read the full article on MarTech Today.]

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Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. Staff authors are listed here.

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About The Author

Scott Heimes serves as Chief Marketing Officer at SendGrid, where he is responsible for the company's brand strategy, driving demand for its solutions and leading global marketing operations. Scott oversees corporate marketing, demand generation, corporate communications, partnerships and alliances, international expansion and SendGrid’s community development team.

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