Email Marketing, Executive's Corner, Owned Media
Published By:

Businesses are readily automating their marketing campaigns to align themselves with the latest trends. Most marketers see marketing automation (MA) as a tool to send emails automatically, upon trigger events, which are often customized.

There are several software options in the industry which are providing top notch MA services, but most of them are too expensive for small businesses, startups and freelancers. Here are the best and most affordable MA software in the industry:


Intuitive and user-friendly. GetResponse has powerful features but does not need an expert for its testing, reporting and analytics features. While it is a well-built system, their key USP is competitive pricing. Their fee is extremely reasonable compared to other MA service providers.


AWeber is a  cost-effective platform and easy to use but looks a bit “vintage” and outdated. It is inexpensively priced with simple, straightforward features. However, it provides vast lists of landing pages and forms.


When ConstantContact launched their Email Marketing platform, their USP was to be a cost-effective platform, but not anymore. Competition has improved the dated interface, but it still lags in integration and reporting features. Both Aweber and Getresponse have better and significantly more templates than ConstantContact.


It is not just an MA tool, it is a complete analytics, reporting and CRM solution for a business. Additionally, Infusionsoft provides complete sales department integration. Because it provides intense features, the price of the tool is a bit heavy. To fully utilize its advanced features, you need an expert or a lot of expendable time to learn it yourself.


An exceptionally built product that is being used by over 30,000 businesses. HubSpot is a complete sales and marketing suite. They have an unparalleled customer education program which is a benchmark for content marketing strategies.

Marketing automation usually deploys automated communications, depending upon past interaction data. But marketing automation is much more than just an email dispatch software. Here are some hidden features of MA software:

Bounce Rate Minimization and Communication Delivery Confirmation

An MA system processes unsubscribe requests and bounces to maintain a neat spam-free mailing list:

  • CAN-SPAM compliance instantly removes undeliverable addresses.
  • Sender Policy Framework (SPF) verifies IP address of the IDs to prevent spamming.
  • Domain Key Identified Mail (DKIM) protocol marks “trusted” on your messages and prevents them from landing in spam or junk folders.
  • ISP feedback loop program tells marketers when a subscriber marks your mail as spam to instantly remove them from the mailing list.

Lead Management and Nurture for Better Business Prospects

Some MA software may assume prospect’s first contact to be the lead generating factor and result in skewed reporting. But a well-built system scores them for systematic nurturing:

  • Data is collected from third party systems to build an exhaustive and true profile of potential customer.
  • Leads are scored and segmented on the basis of filters like demographics, Firmographics, BANT scores, etc.
  • Online behavior is tracked, and the analytics of user engagement data is incorporated for lead nurturing.
  • On the basis of value of leads, prolonged campaigns like drip marketing are undertaken to nurture and retain them accordingly.



Predesigned Landing Pages and Testing of Different Versions for Enhanced Engageability

Landing pages and forms can bring a lot of time and money to your campaign if not planned well in advanced, but MA software keep you covered:

  • A customized landing page can be created, personalized for specific leads and their click behavior.
  • Easy drag drop editor with WYSIWYG pages makes the process easy and graphical instead of coding and programming.
  • Insert forms and surveys on landing pages delivered by MA software. With progressive profiling ask “smart questions.”
  • A/B split testing allows marketers to compare different versions of landing pages, forms, emails and various elements of campaigns to come up with the statistically best version.

Deployment of Dynamic Content and Mobile Marketing Campaigns

Migration of internet users to a mobile interface has transformed the marketing domain. Campaigns are becoming client-oriented and user-friendly:

  • Programmatic content can tailor itself according to user behavior. Customized text, images and CTAs bring higher engagement and better conversions.
  • MA software send push notifications and In-app messages to inform your prospects about the most relevant deals and bargains.
  • Using data science, target the right users for your mobile apps and re-engage with those who have lapsed.

Integration with CRM, API and Bilateral Flow of Information

Marketing Automation is not a stand-alone system. A seamless integration with other systems is critical for a successful campaign:

  • Customer Relation Management software saves the data of clients and customers. MA software must have a two-way flow of information to make changes to this data as well as making use of this information for better targeting. It might have high variance among various MA software and advisable to understand particularly about the specific tool.
  • An API is a set of functions and algorithms that create applications to extract data from systems. MA software must have a high level of usability with APIs to trigger events and exchange data for smooth operation and sharing of data with other systems of enterprise.

Management of Social Media Marketing Campaigns

MA software not only deliver emails, it also delivers social media campaigns and marketing on various platforms:

  • Scheduling, sharing and automating – Posts can be scheduled and automated to multiple social media accounts. Your media sharing plugin button can be customized to add personal messages for different users upon clicking the button.
  • Social listening – Monitor what other leads and contacts are sharing on their social profiles like Facebook, Twitter, LinkedIn, etc.
  • Segmentation and Nurturing – Incorporate profile data and share history to enhance segmentation. Deploy smart polls and surveys to improve engagement and amplify your campaign.

Analytics, Reporting and Tracking Performance of Marketing Campaigns

It is said that what gets measured, gets improved. Analyzing and reviewing data helps you tweak your campaign for better results:

  • Web, SEO and keyword analytics – It tracks and reports user behavior, referral sources, keyword performance and the SEO level of your online property.
  • Anonymous tracking – With cookie profiling, even unregistered users can be tracked with accuracy.
  • ROI analytics – Compare revenue from different sources and gauge performance on the basis of various metrics like funnel, investment, goals, pipeline, etc.

Marketing automation software get a little complicated for deploying high end analytics and tracking. While most MA software options offer standard features, but with extremely competitive pricing, and easy to use drag-drop-join workflow editor, GetResponse is the organic choice for small businesses and freelancers.


revcontent-98%-of-sites-get-denied-are-you-in-the-2% revcontent-98%-of-sites-get-denied-are-you-in-the-2%

Sponsored Resources

Want more resources

View all Resources

Most Read


Our publication contributors combine decades of experience with unique insights into the content promotion and distribution industry.
Chad Pollitt Partner, VP of Audience Native Advertising Institute
Jay Baer Marketing Strategist, Speaker and Author
Gini Dietrich CEO Arment Dietrich
Jason Falls Social Media & Public Relations Thought Leader
Joe Beccalori CEO Interact Marketing
Douglas Karr Founder & CEO & DK New Media
Brianne Carlon Rush Content Director Kuno Creative
Janine Popick Co-founder & CMO Dasheroo
Arnie Kuenn CEO Vertical Measures
Pam Didner Global Content Marketing Strategist & Author
Chirag Ahuja Head of Marketing WorkflowMax
Jayson DeMers Founder & CEO AudienceBloom
Erik Deckers Professional Writer Pro Blog Service
Bernie Borges CEO Find and Convert
Jessica Stephenson VP Marketing ExactHire
Michael Ferrari Marketing Consultant Pen Cap Online Marketing
Larry Alton Freelance Writer and Editor
David Tile Founder & Director Nimble Media
Kelsey Libert Marketing VP & Partner
Dan Steiner Co-Founder & CEO Elite Legal Marketing
Joydeep Bhattacharya Relevance Contributor
Jonah Bliss Founder CMO ContentIntent
Andrea Lehr Promotions Supervisor Fractl
Fernando Labastida Co-Founder Content Propulsion
Dan Moyle Creative Dir. Marketing AmeriFirst
Dennis Yu Chief Technology Officer BlitzMetrics
Arnaud Roy VP Marketing Augure
John Rugh Copywriter/Content Marketing Specialist
Justin Spicer Content Researcher, Producer & Editor
Michael Becker Marketing Support Spec. Teradata
Anna Johansson Freelance Writer
Amanda DiSilvestro Content Editor and Writer HigherVisibility
Sujay Maheshwari Founder & CEO
Kelly Coulter Online Marketing Strategist
Taylor Radey Senior Consultant PR 20/20
Rodger Johnson Public Relations Leader & Consultant
Simon Penson Founder & Managing Dir. Zazzle Media
Danielle Wolter Nolan Co-Owner
Fernando Cuscuela Founder & CEO Everypost
Kelly Smith Content Manager CourseFinder
John McTigue EVP Kuno Creative
Yogita Arora Content Strategist Zoomph
Jordan Teicher Associate Editor Contently
Jonathan Crowl Digital Marketing Writer & Editor
Brian Honigman Marketing Consultant, Writer & Professional Speaker Skyword
Katherine Halek Content Strategist
Amanda Drinker Dooley Community Product Marketing Manager Netline
Anton Rius Digital Marketing Consultant More Than Metrics
Matthew Zajechowski Outreach Manager Digital Third Coast
Kevin Bailey Co-founder DigitalRelevance
Peter Chen Digital Marketing Consultant DigitalRelevance
Luana Spinetti Multi-Specialized Freelancer
Kyle Harper Writer Skyword
Elad Natanson Founder appnext
Maël Roth Content & Inbound Marketer Park7
Quin Woodward Pu Marketing Director Audienti
Greg Shuey Co-Founder Stryde
Jean Bansemer CEO My Web Writers
Owen Andrew Journalist
Luke Kintigh Global Content & Media Strategist Intel

In case you missed

Read more of the latest news and insights from thought leaders in content promotion and distribution.


Get the latest content promotion news and insights everyday.

Champion Sponsor

Relevance is proud to present our Champion Sponsor that helps make our site possible.

Cision Logo

© 2017 Relevance | Content Promotion News & Insights

Connect with RELEVANCE

Thank you for subscribing Your subscription has been confirmed.