Boost Omnichannel Campaigns With HCL Unica Marketing Automation Platform

While working as a marketer and expert, you have probably thought about taking several paths to reach your target customers. This constitutes a widespread practice. More and more organizations employ multichannel/omnichannel strategies to enhance the target audience’s advertisement recall and conversion levels. Centering around the customers, the plan seeks to communicate with customers through their preferred channels, minimizing the time and effort needed to get to the point of ordering the goods or services.

Its potential to accentuate enhanced conversion rates, particularly by inserting visual elements that encourage customers who have left their carts to come back to them, is one of the reasons it is gaining acceptance among marketers who are now using different platforms like SMS, E-mail, and social media advertising, Websites, push Ads, marketing podcasts among several others.

HCL Unica Deliver is a product of HCL Unica. This comprehensive marketing automation platform allows organizations to communicate with customers through multiple channels, including email, SMS, mobile push, and WhatsApp, assisting marketers in running omnichannel marketing campaigns effectively. Considered one of the best marketing automation software tools, it stands out for its ability to integrate various channels seamlessly. For most of HCL Software’s customers, email and SMS are practical and widely used, followed by push notifications. All the channels have their own unique set of features and advantages.

What is The Meaning of Marketing Automation?

Marketing automation is an advanced technology offered to businesses to help organize and optimize marketing processes through streamlined processes, thus reducing workforce use. But then again, how does marketing automation work? Organizations can use marketing automation software to control and perform tedious and repetitive marketing activities like E-mail Marketing, Publishing on various Social Media Networks and running different Ad Campaigns. This takes care of the issues of time wastage and enhances the consistency and accuracy of the marketing processes.

One of the advantages of marketing automation is enhancing the customer experience as it becomes more personalized. Businesses can use the data collected on customers and aim their marketing strategies towards those audiences. This nurtures that relationship as customers can make choices, thus increasing engagement and conversion states. In this case, marketing automation is concerned with how every marketing process is done with the help of technology.

Exploring HCL Unica Deliver: Capabilities and Challenges of Marketing Automation Tools

Email Channels: High ROI but Difficult to Get Through

Businesses have multiple options to explore in digital marketing channels. However, the email channel remains popular, especially in the B2B sphere. Apart from offering high ROI, it helps build strong customer relationships, making it a valuable tool to businesses across scales. However, the email channel poses a significant challenge for marketers: getting through the spam filters.

Most email service providers (ESPs) deploy advanced AI filtering of emails to identify spammers, implying the need for marketers looking to send large volumes of emails to establish a reputation with these ESPs. As ESPs prioritize email delivery based on interaction rate and feedback, marketers must be careful with their email marketing strategy. They must gradually increase emails over time to engage more recipients.

Sender reputation is a critical factor in the success of email campaigns. The case of Apple is an excellent example of this. Apple has a strict Mail Protection Policy (MPP) deals with inaccurate open and click rates. Such strictness solicits maintenance of rigorous data hygiene, which means marketers must avoid emailing to non-engaged or stale email accounts to avoid penalties.

HCL Unica Deliver uses artificial intelligence technology to help marketers in this situation, thus enabling them to utilize email marketing channels. Automating repetitive tasks allows marketers to focus on more strategic aspects of their campaigns, enhancing efficiency and reducing human error.

SMS Channels: High Personalization and Cost

SMS is another popular communication channel and digital marketing platform for marketers. Offering an average open rate of 98% and high click-through rates is a good tool for marketers. Despite its capabilities, it has its own set of challenges.

SMS communication is comparatively expensive compared to email and push notifications, making it a channel to be used sparingly, and that too for high revenue-generating campaigns. SMS also limits characters to 160, and excess characters might lead to higher costs, posing a bottleneck in personalization.

HCL Unica Deliver is helpful because it offers a character counter and lets you apply a fixed character length for personalization fields.

Mobile Push Notifications: High Personalization and Cost Effectiveness for Customer Engagement

Mobile push notifications are one of the newer digital marketing channels. Offering many use cases, they serve as a quick communication channel to grab customer attention and increase engagement. Let’s discuss the two types of mobile push notifications, native push notifications and in-app push messages, below:

1. Native Push Notifications: Native Push Notifications use the native messaging services of Apple or Android to deliver a push message directly to the mobile device’s lock screen. These messages are richer than SMS and can incorporate both images and text.
2. In-App Push Messages: These are sent directly to mobile apps and offer richer features like video, which can utilize the entire mobile device screen.

Like SMS, both kinds of push notifications offer high open rates. They also provide high personalization by including deep links that direct the customers to specific destinations, ultimately offering high conversion rates. At last, they are more cost-effective than SMS messages, as they provide richer content at a lesser cost.

The right marketing automation platform can help marketers make marketing automation work effectively across all channels through the synchronized execution of their best capabilities.

Leverage Channels Effectively with a Comprehensive Marketing Automation Platform

Email, SMS, and push notifications stand out uniquely among the myriad marketing communication channels. Effective marketing uses them to reap the benefits while avoiding overspending. HCL Unica, our marketing automation platform, simplifies creating and coordinating messages across these critical channels, helping you streamline marketing activities and ensuring excellent customer experience and data privacy features. HCL Unica integrates seamlessly with other marketing tools, including a customer relationship management system, to enhance workflow efficiencies and improve the customer journey.

Here’s a look at its key offerings that allow marketers to achieve the above:

1. HCL Unica Deliver: This offering provides a seamlessly integrated messaging solution for timely and personalized communications.
2. HCL Unica Journey: HCL Unica Journey is a goal-based orchestration solution that visualizes, creates, executes, and measures personalized omnichannel customer experiences.
3. HCL Unica Campaign: An advanced campaign management solution that scales customer targeting with powerful segmentation capabilities for outbound, multi-channel, multi-wave batch campaign execution and tracking.
4. HCL Unica Interact: HCL Unica Interact offers personalization of customer experiences in real-time to offer the following best action for your customer engagement across all channels (web, call centres, POS, ATMs, kiosks, and more).
5. HCL Unica Plan: HCL Unica Plan is an enterprise-grade marketing resource management solution that empowers enterprise marketing teams to plan, execute, and manage marketing initiatives.
6. HCL Unica Detect: Helps identify patterns from your data sources through natural language event detection and make data-driven personalization decisions in real-time.

Whether you want to leverage Generative AI marketing models or deploy them to the cloud platform of your choice, HCL Unica makes it possible.

Check every box with this comprehensive marketing automation platform and fast-track your marketing goals. Get an HCL Unica marketing automation demo today, and start executing precision marketing at scale.