Email Marketing & Analytics (p52) by AWeber

Every business is aware that email is one of the most popular and efficient ways of communicating with customers. And, as the subject of email marketing and email analytics has become more streamlined and complex, businesses are seeking ways to improve their efforts and grow their email lists.

Many email marketing platforms have sprung up over the years, allowing businesses to segment their targets and customize their message based on an analysis of consumer interests. But none of these platforms are perfect, and businesses are looking for ways to improve their email marketing efforts.

This is where Hootsuite steps in with a solution: Marketo. Marketo is the #1 marketing and sales platform that drives performance for marketers and sales teams.

It’s designed to help businesses of all sizes and stages find the right audience, engage with them, and then convert them into paying customers. And it does this through providing a complete analytics tool that lets marketers optimize every aspect of their strategy.

In this blog post, you will discover the most essential tools and features that Marketo provides to help grow your email list and optimize your email marketing strategies.

The Perfect Marketing Platform

If you’re reading this, I assume you’re either an individual business owner or manager who is considering investing in email marketing and wants to choose the perfect platform to do so, or you’re a marketer who wants to find the perfect tool to help you plan and analyze your email marketing campaigns.

In either case, you’re in the right place. Because this is where I advise you to start your research, so you can eventually make an informed decision about which platform is the best fit for your needs. And to save you the time and effort it takes to learn the ins and outs of every marketing and email-related tool, I’ve compiled a list of everything you should look out for in a marketing automation platform.

Features To Look For In A Marketing Automation Platform

This section will briefly run you through the essential features that you should look out for in a marketing automation platform, to ensure that you’re making the right choice and are confident that you’re not buying a faulty product.


This section will briefly explain what you need to look for in terms of reporting if you’re wondering if Marketo is the right choice for your business. Because marketing automation tools such as Marketo allow you to create complex reports and dashboards that display all the key performance indicators (KPIs) that you want to track.


To send the right message to the right audience, marketers must first analyze the people they intend to reach. This is where segmentation comes in. Simply put, segmentation allows marketers to group customers, prospects, or members based on a number of criteria, such as demographics, psychographics, purchase history, or engagement with content. Within Marketo, you can create segments and use specific tags to flag or identify content based on a particular segment.

Action Planner

Also known as an ‘e-mail marketing campaign planner,’ the Action Planner is quite simply a tool that helps you to create and track automated email marketing campaigns. While you don’t need to go through the entire email marketing process to be able to use the Action Planner, you will need to have a clear idea of what you’re doing and how you’re doing it. This is why I advise you to learn the basics of email marketing with one of the best e-learning platforms, HubSpot. With HubSpot, you can even take your training a step further by actually creating and following a step-by-step program that walks you through the email marketing process from start to finish, allowing you to take advantage of all the tools available to you.

Additionally, the Action Planner is one of the key reasons why I chose Marketo over other marketing automation platforms because of how clearly it lays out the entire process of creating an email marketing plan. You can also use the tool to segment your recipients and create custom campaigns that are highly targeted to specific groups of people. This is a great feature for businesses that want to send a message to a small group of people or a single individual.

As you can see, Marketo provides a feature-packed tool that allows you to create and track automated email marketing campaigns, segment your recipients, and take full advantage of all the tools and features that it has to offer. If you’re looking for a marketing automation platform that provides a quick and easy to use interface that allows you to launch automated email campaigns in a matter of minutes, with all the analytics in place to track their success, then I highly recommend Marketo over all other platforms.


An autoresponder is a tool that creates automated email messages that you can send to prospective customers or email list members to nurture and grow your business. When someone subscribes to your email list, you can use an autoresponder to send them useful and helpful information (emails, for example) that will eventually turn into buyers or leads.

You can use autoresponders to create email marketing campaigns that are triggered by certain events, such as a new customer signing up for your email list or an anniversary of a purchase or lead.

A/B Testing

If you’re looking to increase the effectiveness of your email marketing and want to know which approach (A or B) is the most successful, you can use A/B testing to try out different styles of emails or subject lines and track the results. A/B testing lets you find the sweet spot in terms of the most effective combination of words, design, layout, and content to engage and convert your audience into actionable leads and customers.

You can use A/B testing to compare the open rates of two different subject lines or the click-through rates of two different email designs. And you can use it to test the impact that different content has on web traffic, as well as whether or not a picture adds to your email’s effectiveness.

Content Curation

Content curation is the process of finding high-quality content that is both useful and relevant to your target audience. When you find content that is extremely useful and relevant to your target audience, you can use it to grow your email list by sharing it with your audience. Additionally, you can use content curation to build credibility by associating yourself with expert content.

You can use tools like Hootsuite to find, manage, and curate content across various social platforms (e.g., Twitter, Facebook, LinkedIn, etc.). With Hootsuite, you can create custom groups of people based on their interests, and then curate content from a variety of sources to create a comprehensive overview of anything you’re interested in.

Email Clutter Protection

If you’re constantly getting distracted by unimportant or irritating emails (known as ’email clutter’) that you have to deal with on a daily basis, you can use tools like MailChimp to block out these emails from reaching your inbox. With MailChimp, you can give your email list members the option to receive only important emails from your company by creating specific lists of preferred contacts or people they can choose to receive their important emails from.

However, if you take this approach, you need to make sure that you’ve done the research to ensure that your lists are still viable and that you’re not missing out on any important leads. The truth is, you can’t always control who sees your emails. You can only control whether or not they reach your inbox.

Conversion Tracking

If you’re looking to track the progress of your email marketing efforts and want to see how many people you’ve reached and how many are actually converting into paying customers or leads, you can use tools like Google Analytics to track the activity of your website traffic and sales. With Google Analytics, you can set up different goals and dashboards to track the progress of your marketing efforts, from lead nurturing to website traffic to sales.

To successfully implement a marketing strategy that involves email, you must have a clear picture of how each stage of the process will be measured. This is why I suggest using a tool like Google Analytics to track the progress of your email marketing efforts.

Customer Retention

One of the most effective ways of increasing sales is through retaining your existing customers and growing your customer base. To keep customers coming back, you need to provide them with enough value that they feel that your product or service will be useful to them. One way of doing this is through email marketing and customer loyalty programs.

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