GetResponse Gets Automating

GetResponse, the Wilmington, Delaware-based email marketing platform, this week announced the launch of its first marketing automation solution. GetResponse Marketing Automation is intended to offer non-tech savvy marketers a simple, scalable interface to create sophisticated customer journeys.

A long-established (since 1998) player in the email marketing space, GetResponse offers a drag-and-drop email creation tool, email automation, smart list import, and associated analytics. The cloud-based MA proffer will allow users to create campaigns based on “if…then” logic, trigging automated actions on customers’ conditions and actions. Tagging and scoring customers based on behavior contributes to audience profiles. The interface features a visual workflow builder.

I asked Daniel Brzezinski, CMO and VP of Marketing & Product Development at GetResponse, how the new offer differentiates itself from existing, well-known MA solutions. His reponse focused on GetResponse’s core audience. “Our platform is specifically built for small business organizations and marketers,” he said, “with features and capabilities natively designed to address their needs and challenges. This is unlike most other automation services available today, which were first developed for larger organizations, then retrofitted, secondarily, with narrow SMB capabilities. Unlike these vendors, SMB and SME organizations are our core audience – meaning that our new automation tool will continue to adapt to their marketing needs, first and foremost.” Because the solution is scalable, it can grow as the business grows, he added.

Brzezinski also emphasized that “the software is remarkably easy-to-use. The software can be learned in minutes,” he said.

GetResponse integrates with a number of CRM systems, including Salesforce. Brzezinski told me more direct marketing automation integrations will be released in the upcoming months. The solution is available to current and new GetResponse customers. The brand has also launched an educational hub featuring articles on the role of MA.


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