Define the appropriate scenarios

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The true potential of automated marketing lies in the ability to combine different channels, especially digital ones . That's why one of the basic functionalities of an automated marketing platform is to give you the possibility of integrating these different channels.

Only then can you decide that a subscriber who has not opened one of your emails will automatically receive a rich SMS communication to replace it, and that this message will end up on a landing page adapted to mobile devices .

This is just one of the many examples of channel combinations that, british mobile number when properly exploited, will make your digital strategies soar.

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Basic functionalities of an automated marketing platform: entry points

To discover the basic functionalities of an automated marketing platform, it is necessary to understand that professional marketing automation platforms work with what are known as scenarios. This is what you can find, for example, in MDirector , where a scenario is a path that you can take your contacts through .

It is on these scenarios that you must work so that they work properly. First for the users who are already part of each of the journeys. And, therefore, for your brand, which seeks to take advantage of the state of each user to impact them in a positive way. This is the axis on which the desired increase in conversions will be built.

How else can you know when it's the right time for a subscriber to receive an offer? When should you impact them with careful storytelling so that they end up buying your product? How should you measure the efforts you make in an automated way on each channel?

What are the entry points?
Of course, there are several elements involved in a scenario. The first and most important is the entry points. These are the different ways in which a contact enters a scenario. A subscription form is not the same as opening an email message.

Entry points are the first elements you need to consider in these marketing automation platforms . That's why they are one of the basic functionalities of an automated marketing platform. Some of the main entry points in a marketing automation campaign are:

When the user subscribes.
The moment a subscriber opens or reads an email message.
By unsubscribing from any of your services. This is one of the entry points that is least taken care of but that can give you the best results. If you know the reasons why a user does not want to continue with you, you are in a position to offer them proposals that will make them reconsider.
If you click on a link in an email.
On a predetermined date, such as a birthday or when you purchased a certain product.
3.- Actions