Marketo rolls out automated email system for marketers

Marketers have yet another way to email their customers through Marketo Inc.’s latest tool, Dialog Edition. The best part? Dialog Edition sends emails automatically on their behalf.

Yesterday, Calif-.based Marketo announced it’d be rolling out Dialog Edition to help marketers get into more personalized interactions with their customers using automation. Marketers can launch campaigns that send potential customers relevant content, once their email addresses have been captured.

After watching each customer’s individual behaviour, and checking to see which content they end up looking at, Dialog Edition automatically then moves the customer to a different content stream if that content is more relevant to them. That’s more effective than requiring marketers to have to manually move customers across content streams.

Using Marketo’s Customer Engagement Engine, Dialog Edition also ensures potential customers don’t receive the same emails twice, and it safeguards against sending too many emails, too often – an often-repeated gripe among email recipients.

What’s also handy is that marketers won’t need to ask programmers to help them send emails on a mass scale. Marketers can watch visitor activity and respond in real-time, making sure they don’t miss an opportunity. And when potential leads visit a Web site, read their past emails, or check out a brand’s social network, Dialog Edition can automatically send them a follow-up email. None of that requires tech support’s help, as marketers can just drag and drop campaigns using Marketo.

And of course, Dialog Edition heavily relies on customer data. It uses a marketing database that stores information on customers’ demographics and past behaviour. As marketers begin to learn more about their customers, Dialog Edition builds segmented lists, so they can reach customers with better automated emails. Marketers can also access Marketo’s data analytics for an indication of their ROI, ensuring they can see standard metrics like email opens and click-through. They’re also able to see an Engagement Score, giving them a sense of how their campaigns are performing. Plus, marketers can read a number of reports, some of which feature data visualizations.

The service is also integrated across Marketo’s social products, allowing marketers to publish new Facebook pages, create social polls, run contests, and launch referral campaigns. Marketers can also access Marketing Nation, Marketo’s network of about 150 partners and more than 30,000 marketers. The online community allows them to share ideas and best practices in interacting with customers.

“Marketers are facing a new digital world where consumers are drowning in marketing messages,” said Sanjay Dholakia, Marketo’s chief marketing officer, in a statement.

“Marketers know they need to break through this noise, but their efforts to do so are often limited by email service providers, which force marketers into a world of impersonal, batch communications. The Dialog Edition offers a solution, empowering email marketers to build automated campaigns that create long-term, personal relationships.”

Dialog Edition will be released on Oct. 25, with pricing starting at $2,995 a month.

Check out this video from Marketo, which gives tips and tricks on email marketing:

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Candice So
Candice So
Candice is a graduate of Carleton University and has worked in several newsrooms as a freelance reporter and intern, including the Edmonton Journal, the Ottawa Citizen, the Globe and Mail, and the Windsor Star. Candice is a dog lover and a coffee drinker.

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