5 Marketing Automation Tools With the Features Your Business Needs for 2022

Every sales or marketing professional knows the importance of engaging customers. 

Marketing your business with the right content in the right ways can help generate revenue, and marketing automation tools can help you generate more leads. 

By automating repetitive tasks, publishing social media posts, measuring campaign effectiveness, and tracking customer behavior, these tools help improve customer engagement. 

But in a recent GetApp survey of decision-makers in sales, marketing, or customer service roles, only 43% said they are currently using marketing automation software for their marketing efforts. (You can read about our survey methodology at the bottom of this page.) 

2022 will be all about using technologies to manage customer data, personalization, and multichannel marketing. Let's take a look at three trends impacting the marketing automation market before diving into the top five systems that will ensure you're ready to face them.

Marketing automation will play a key role in achieving your goals in 2022 and beyond, and marketing automation tools will help prepare your business to face customer expectations and grow your business. 

Here are some technology trends to keep in mind while exploring marketing automation software:

• Identity resolution: Multichannel marketing allows marketers to use channels including email, websites, events, and social media to communicate with customers. The downside of this approach? Siloed customer information in disparate systems. Enter identity resolution technology, which links unique identifiers from different channels and platforms to create a single, unified customer identity. Identifiers can include device identity, transactions, and browser behavior, and identity resolution helps you recognize specific buyers and deliver a personalized experience.

• Mobile marketing automation: Since the pandemic, consumers are more inclined than ever to turn to mobile apps to purchase products and stay connected, making it crucial for marketers to have a mobile strategy. Mobile marketing automation can help you target mobile users and provide personalized mobile marketing campaigns, in-app messages, and issue custom offers and product recommendations in real time.

• Artificial intelligence (AI): AI-powered marketing tools can help marketers better understand their customers' journeys. AI can help analyze what digital channels your customers are using, recommend products based on browsing activity, and create optimized offers based on their location, time, and purchase history. Software providers that offer AI-enabled tools can help you scale your marketing efforts and keep pace with digital trends.

Here at GetApp, we want to help you find the right marketing automation solution for your business. We took a look at our Category Leaders report to find the top five marketing automation software options (based on their Category Leaders score) with features that will make sure you're ready for these trends in 2022 and beyond.

Products are listed in descending order of their CL score below; you can read our full selection methodology at the bottom of this page.

• Category Leaders score: 100

Encharge helps marketers onboard new customers, nurture leads, segment users based on behavior, and automate critical sales tasks.

The software's user profile feature leverages identity resolution technology. It helps you collect anonymous user activity across devices and links the activity to individual profiles in your system, providing a comprehensive overview of the user's journey and interactions with your brand. 

You can edit and design email templates within Encharge, without needing any coding skills. These emails are optimized for mobile devices to help you reach your customers and leads wherever they are. Encharge also provides customer messaging tools to draft personalized emails for unique customer experiences.

Encharge integrates with third-party conversational AI and customer service automation apps to automate customer journeys such as form submissions and contacting customer support agents.

User profiles in Encharge (Source)

• Category Leaders score: 95

Envoke is an email marketing automation tool that helps users nurture leads, automate campaigns, and grow their email list with customizable forms. It can help create CASL-compliant forms (Canada's Anti-Spam Law) to track customer information and permission changes (such as allowing your business to contact them via phone, SMS, email, or opting in and out of communication).

This software offering includes email templates that are optimized for mobile devices, including a mobile preview mode to view how emails will look on customer devices before you send them.

Envoke's CASL-compliant email marketing feature helps you track document consent (such as opting in or out of messaging) and automatically manage bounced/failed emails. Automatic tracking of form completion and actions driven by email campaigns provides a clean list of who viewed your emails and who didn't, which can help you more effectively target and engage your audience.

Mobile marketing in Envoke (Source)

• Category Leaders score: 94

Email marketing software MailerLite offers tools to help you connect with your audience via dynamic email newsletters, recurring subscriptions, personalized campaigns, segmentation, and surveys.

MailerLite’s mobile-friendly newsletters allow you to engage with your mobile audience and display mobile pop-ups containing discounts, sign-up forms, and other incentives relevant to visitor interests and behavior. This feature helps build your subscriber list by making it easier for visitors to sign up to be notified about new feature launches and product updates.

This tool helps you send triggered emails by updating custom fields with new data based on visitor actions such as clicking on a link or completing a form. 

MailerLite integrates with third-party AI apps to create powerful email and chatbot campaigns based on audience interactions with the brand.  

Pop-up designs in MailerLite (Source)

• Category Leaders score: 93

Remarkety is an eCommerce marketing automation platform that helps users automate campaigns via emails and SMS using customer shopping behavior and real-time data. The software supports features that can track email performance, improve email effectiveness with A/B testing, and generate dynamic coupon codes.

Remarkety uses existing customer data and on-site behavior to segment customers with unique tagging, shopping behavior, website engagement, and previous campaign analytics.

This tool's SMS marketing feature allows marketers to promote flash sales, discounts, product recommendations, and personalized birthday/anniversary offers. This mobile marketing functionality includes a dashboard that tracks and monitors SMS campaign effectiveness. 

Remarkety’s personalization feature leverages predictive algorithms to automatically personalize emails for customers based on real-time data. It analyzes customer purchase history to deliver product recommendations and generate coupons. This can help you win back customers who haven't purchased in a while and maximize your site ROI.

Personalized newsletter in Remarkety (Source)

• Category Leaders score: 92

SharpSpring is a revenue growth platform that supports CRM, marketing analytics, personalized email, and social media activities to automate your marketing and sales funnel across the entire customer lifecycle.

SharpSpring uses vistorID feature to track visitors on your website. It uses the IP addresses of site visitors to pull their information such as their geographic location, and contact information. VisitorID times page visits, recognizes when someone views certain pages (such as pricing or contact information), checks out where they came from, and identifies the search terms that led to your site.

SharpSpring's ads feature lets marketers engage their audience via mobile devices. You can target audiences through mobile ads on social media platforms, and it can even help you retarget and re-engage lost customers. This feature is paired with a customizable dashboard to track performance indicators such as click-through rates, location, and device type.

SharpSpring users can create and customize chatbots to provide customer assistance and use this engagement to offer personalized solutions. These chatbots can integrate with your CRM database to pull customer information and capture user needs, questions, and preferences. These chatbots can save time for both customers and your staff.

Chatbot by SharpSpring (Source)

While these five tools are some of the top marketing automation solutions out there, every business has different needs. It's important to choose the right software that will help you reach, engage, and support your customers. 

GetApp’s annual Category Leaders rankings provide a strong starting point to find the right tool for your business.