Marketing automation’s more sophisticated cousin

[phonenumber]

In addition to these basic rules, campaign automation also uses predictive analytics scoring. This means that behavioural patterns can be analysed within a group of customers who have purchased a certain item in the past. These behavioural patterns are then identified within other customers, and based on how similar their email list uk behaviour is, a score is assigned to them (so-called lookalike profiling). The higher the score, the more similar the behaviour. This knowledge can then be used to influence those customers towards a desired outcome, such as purchasing a certain item.

Basic vs. complex personalisation rules
As a result of the differences outlined previously, marketing automation and campaign automation offer different levels of personalisation. Whereas marketing automation often follows rather basic personalisation rules – such as personalisation based on salutation and areas of interest – campaign automation uses more complex personalisation rules. These include highly personalised offers based on previous purchases – or even a next best offer based on a comparison across all customer purchases. Other rules may include an individual’s preferred contact channel, personalised send times, and personalised discounts, to name just a few examples.

To conclude, marketing automation can automate manual routine tasks and increase the efficiency of these activities by saving time.



However, campaign automation is more complex and refined in many ways – in other words, it could be considered marketing automation’s more sophisticated cousin. Overall, it allows for the intelligent automation of marketing activities, which not only increases its efficiency but also its effectiveness by enabling powerful targeting, personalised content, send times, and omnichannel activities.