Page 8 - Act! Marketing Automation User Guide

Introduction to Act! Marketing Automation Act! v21

What is Act! Marketing Automation?

Act! Marketing Automation is a comprehensive marketing platform that sits within Act!
Growth Suite. Marketing automation itself refers to the technology or software that allows
business to harness the prowess of smart and automated workflows to enhance
productivity and deliver better prospect and customer experience. By integrating it with Act!
you can get a panoramic view of prospect activity, recognize the hottest leads and prioritize
them, deliver a personalized customer experience and generate actionable insight from
data to make prudent business decisions. Around 49% of companies are using some form
of marketing automation with the numbers increasing every day.

Unlike email automation systems which only offer basic/bulk emailing features, marketing
automation tools offer a wide variety of advanced features.

Act! Marketing Automation Features:

 Drip Marketing Campaigns – These advanced or automated email marketing campaigns
go a step beyond the conventional email blasts. Using this technique you can send out emails
on a schedule; e.g. the first email is sent as soon as a user subscribes, the second is sent 2
days later, another goes out after a fortnight and so on. In addition to this, you can also
automate workflows which allow you to send emails depending on certain triggers e.g. when
a user subscribes to a service or performs a specific action like opening an email or clicking
on a specific link within it.
 Templates – Create beautiful, mobile-friendly email campaigns with the interactive template
editor where you can customize colors and fonts, and add free, high-quality stock photos
from a library of over 500,000 options. Start with one of 170+ sample templates or import and
edit your existing HTML templates with the WYSIWYG editor.
 Landing Page Creation – Grow your audience with effective lead capture forms and surveys
that feed contacts and responses into Act! automatically. Advanced forms and surveys allow
further actions in Act!. Notify Act! users and create Act! activities and opportunities
automatically as recipients respond.
 Real-time Metrics – Understand what’s working and how you can improve your marketing
strategy over time with real-time metrics covering opens, clicks, and comparative stats per
campaign. Individual campaign results automatically push to Act! contact records for a
detailed interaction history. Perform A/B tests to pinpoint your most impactful subject lines
and content to continually improve the effectiveness of your campaigns.
 Deliverability & Best Practice Consulting – Rest-assured your campaigns will reach
inboxes, because Act! Marketing Automation is backed by an expert delivery team to help
you manage your sender reputation and achieve outstanding delivery rates. Plus, you'll have
access to numerous helpful tools for GDPR compliance, spam analysis, managing opt-outs,
and so much more.

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