Automate Marketing for WordPress: How to Choose a Tool in 2020

Due to the extensive breadth covered by marketing in today’s world, the field is inundated when it comes to touchpoints, channels and ins and outs. Throughout the years, marketing has become increasingly comprehensive to cover more and more aspects of a business – from increasing conversions to ensuring customers are happy, from fostering a loyal customer base to encouraging advocacy for a brand.

In its most traditional form, marketing aimed to appeal to people and sell something to them while you had their attention. However, marketing has transformed since its early days to engage with the customer throughout their entire journey.

The factors already mentioned mean that the marketing world is filled with tools. Today, you can find a number of tools that help with every aspect of the customer journey. This includes tools for advertising and SEO, automating email campaigns, personalizing websites, moderating affiliates and referrals, among much more.

Needless to say, a marketer’s job has become much more complicated over the years. In order to carry out comprehensive marketing campaigns and to eliminate legwork, redundancy and dependency, a typical marketer has to work with at least 5 tools. Eliminating excessive repetition and legwork is reason enough to allow for a new vertical function in the digital marketing realm called marketing automation. However, this is not the biggest hurdle that automation should overcome.  

Within the scope of this blog post, we’ll cover what marketing automation in WordPress looks like today, discover what effective and efficient marketing automation is and take a look at some helpful products that allow you to automate marketing for WordPress.

Personalized marketing is in 

To quote Seth Godin, “Marketing is a contest for people’s attention.” However, this is no longer the name of the marketing game as everyone is constantly hit with marketing ads. In a day and age of millions upon millions of ads, you need something to stand apart from the competition. What you need is relevancy.

automate marketing for WordPress set godin

So what exactly does this mean? The message you convey should be relevant throughout all marketing channels, including your website content, email and marketing campaigns, ads, and so on. Moreover, the aim of marketing automation shouldn’t be simply cutting down on legwork or automating repetition, but to incorporate attributes that personalize automated content.

Tools that personalize automation for WordPress need to be able to send out content customized for each and every visitor based on particular preferences, purchase histories and attributes.

Factors to consider when selecting an automation tool 

With this new type of marketing in mind, it’s crucial to choose a tool that provides the features listed below in order to automate marketing for WordPress.

Omni-channel structure

As we already mentioned, your campaigns should include personalized content on every main marketing channel, including websites, popups and emails. And all these channels should be in tune with one another. Failing to align these campaigns with each other will cause a rupture in the customer journey.

Most of the marketing automation tools – both for WordPress and other platforms – do not have this feature and only deal with one or two aspects such as website content or email campaigns. A tool like Growmatik combines all the tools and channels needed to automate marketing for WordPress.

Segmentation capability

The first step in automate marketing for WordPress is identifying segments that break down a customer base depending on specific characteristics or behavior. Site visitors or potential leads could be segmentations that you use to expand your customer base. To do this, the automation tool we select should have a broad selection of segmentation filters, including behavior, personal and contextual. A vaster range of segmentation criteria will make more capable automations.

Rule creation workflow

The type of automation tool we’re after needs to be able to trigger automation whenever particular conditions are met. The easiest and best way to do this is with the “IF this THEN that” rule. These rules should be implemented without the need to write code.

UX of builder and personalizer tool

Another thing to take into account is the type of tool you’d like to work with. Would you rather work within a custom user interface and tuned user experience (such as Growmatik) or would you rather create and maintain automations in the native WordPress backend with a customizer, meta options and custom fields at your disposal? (such as If-So and Groundhogg).

Performance consequences

Automation is related to your website speed and performance. Automation rules are set to be triggered when specific events occur. It’s the responsibility of your automation tool to frequently and repetitively (sometimes every hour) check to see if any of these events are triggered for a user so it fires the relevant action. This whole operating and execution requires server resources, and it can become a serious matter when your user base grows. 

If the tool you choose to automate marketing for WordPress is not a service but just a WordPress plugin (such as AutomateWoo, If-So, Groundhogg and Logichop), the server resources required for this operation will be on your server’s shoulders. You should make sure that you have enough server resources to cover these operations, otherwise your website speed and performance will be compromised. However, if your automation tool is a service such as Growmatik and Jilt, your server resources won’t be used to operate and execute the automations, and it will be included in the service you pay for.

Email sending service

When researching different tools, you’ll want to check to see if they include sending emails as part of the plan. Several of the tools on the market  such as AutomateWoo and Groundhogg will require you to link them with a third-party email sender, which incurs an additional fee. Or they might ask you to use your own email server, which also necessitates additional resources and technical know-how. While tools such as Growmatik and Jilt include the email delivery in their service.

Pricing

You’ll want to make sure that the licenses or membership subscription in your paid plan has all the features you need. Some tools such as Jilt might allow you to access their features but limit the extent to which you can use them. Other tools such as Groundhogg and If-So might limit both features and usage. We recommend that your preferred tool allows you to test out the product for free or through a trial plan (ideally with unlimited features such as Growmatik), so you can make an informed decision before purchasing.

Let’s now dig into a handful of the automation tools out there for WordPress and WooCommerce.

automate marketing for WordPress - Growmatik

Growmatik is a unified tool to automate marketing for WordPress and WooCommerce that takes information about user types and behavior and breaks them down into segments. It then further uses this info to tailor a harmonized customer experience across multiple channels: emails, popups and webpage content.

You can create automations in the form of the “IF this THEN that” rule with premade segments, or you can build custom segments with 50 attributes. Growmatik offers both premade templates and powerful native builders for your emails, popups and web page personalizations. With Growmatik, you won’t need a third-party email service to send your emails and your server resources will not be used for automation operations.

Automation ChannelsSegmentation CriteriaAutomation BuildingBuilders/Personalizers
✅ Email
✅ Webpage Content
✅ Popups
50 Attributes in:
✅ Personal details
✅ Referral activity
✅ In-site activity
✅ Email activity
✅ Shopping activity
– IF this THEN that
– Independent interface
– Native email builder
– Native popup builder
– Front-end web page personalizer
Email Delivery ServiceRequired Server resourcesPricingFree Plan
✅ Included✅ Included✅ All features available in all tiers
– Starting from $20/month when annual
✅ All features available
– 2000 subscribers
– 10,000 visits / month
– 50,000 emails / month
Growmatik Features
automate marketing for WordPress - Groundhogg

Groundhogg is an email funnel builder for WordPress and with a wide integration list. It connects the funnels that you build with a third-party email service of your choice and doesn’t send it itself. Although you will need more tools to automate your popups and personalize web page content, Groundhogg offers a decent integration support to connect it to different tools. It uses the native WordPress backend (Customizer, post types, meta options, etc) that makes it a decent email automator for anyone used to the WordPress classic backend experience.

Automation ChannelsSegmentation CriteriaAutomation BuildingBuilders/Personalizers
✅ Email
❌ Webpage Content
❌ Popups
❌ Personal details
❌ Referral activity
✅ In-site activity (very limited: Signup, form entry, link click, tags)
❌ Email activity
❌ Shopping activity
– Building funnels
– WP native interface
– Basic text-based email builder within free plan
– Third-party integration within paid plan
Email Delivery ServiceRequired Server resourcesPricingFree Plan
❌ Not Included❌ Not Included❌ Some features locked in lower tiers
– Starting from $20/month when annual
❌ Some features locked
– Send emails (no integration), create funnels, CRM, Reporting, Rest API.
Groundhogg Features
automate marketing for WordPress - If-So

If-So is a personalization plugin with dynamic content for WordPress, allowing you to add or replace content on your website based on visitors’ profiles or interactions with the site. It uses WordPress backend meta boxes and custom fields. Like Groundhogg, If-So uses the native WordPress backend and is useful for an average WordPress user to personalize the appearance of their WordPress website.

Automation ChannelsSegmentation CriteriaAutomation BuildingBuilders/Personalizers
❌ Email
✅ Webpage Content
❌ Popups
✅ Personal details (Limited)
✅ Referral activity
✅ In-site activity (Very limited)
❌ Email activity
❌ Shopping activity
– Condition & actions
– WP native interface
Personalizing via WordPress backend
Email Delivery ServiceRequired Server resourcesPricingFree Plan
❌ Not Included❌ Not Included❌ Some features locked in lower tiers
– Starting from $139 lifetime for 1 domain and up to 1000 geolocation sessions
❌ Some features locked
– Targeting based on device, logged-in users, date, IP and geolocation (up to 250 session/mo)
If-So Features
automate marketing for WordPress - Logic Hop

Logichop is also a page content personalization for WordPress where you define Logics (which are the conditions) and blocks or bars which are the content to show if the condition is met. To create recipes (rules), you should use backend custom fields in one step and assign those rules to triggers inside your page builder as another step. LogicHop supports a variety of page builders and lead generators, but you need to install a separate plugin for each of them.

Automation ChannelsSegmentation CriteriaAutomation BuildingBuilders/Personalizers
❌ Email
✅ Webpage Content
❌ Popups
40 attributes in:
✅ Personal details (limited)
✅ Referral activity
✅ In-site activity
❌ Email activity
❌ Shopping activity
– Condition & actions
– WP native interface
Personalizing via WordPress backend
Email Delivery ServiceRequired Server resourcesPricingFree Plan
❌ Not Included❌ Not Included❌ Some features locked in lower tiers
– Starting from $199/year
❌ Some features locked
Logic Hop Features
Jilt

Jilt is an email marketing automation tuned for WooCommerce. It offers segmentation, personalization, broadcast and transactional emails. It enjoys wide segmentation criteria, deep integration with many e-commerce platforms including WooCommerce and a powerful native email builder. With Jilt, you won’t need a third-party email service to send your emails.

Automation ChannelsSegmentation CriteriaAutomation BuildingBuilders/Personalizers
✅ Email
❌ Webpage Content
✅ Popups
✅ Personal details
❌ Referral activity
❌ In-site activity
✅ Email activity (limited)
❌ Shopping activity
– Rules for user types
– Independent interface
– Native email editor
– Native Popup Builder
Email Delivery ServiceRequired Server resourcesPricingFree Plan
✅ Included✅ Included✅ All features in all tiers
– Starting from $29/month
❌ Some features locked
– Up to 300 subscribers
– Up to 600 emails/mo
Jilt Features
AutomateWoo

AutomateWoo is an email marketing automation for WooCommerce where you can create workflows for different segments, and emails are rolled out according to the workflow conditions. In order to make sure your emails don’t end up in the spam folder, you will need to connect a third-party email sender service and pay for it separately, but AutomateWoo offers built-in reports and analytics of all your campaigns.

Automation ChannelsSegmentation CriteriaAutomation BuildingBuilders/Personalizers
✅ Email
❌ Webpage
❌ Popups
✅ Personal details
❌ Referral activity
❌ In-site activity
❌ Email activity (limited)
✅ Shopping activity
– Rules for user types
– WP native interface
WordPress-based email editor
Email Delivery ServiceRequired Server resourcesPricingFree Plan
❌ Not Included❌ Not Included– $99/year❌ Not Available
AutomateWoo Features

Epilogue

In this post, we provided an overview of marketing automation in WordPress, discussed how personalization is the best way to automate marketing for WordPress and what to take into consideration when selecting a marketing automation tool for WordPress and WooCommerce. In today’s ever-evolving world, marketing will continue to reinvent itself to retain its relevancy. Undoubtedly, personalization is the first step in this process. To hop on today’s marketing bandwagon, we need to understand how we can personalize our message and offerings to make it relevant for each user type.

Introducing Odise: Personalized Marketing Automated

UPDATE
On May 2020 we relaunched Odise with a new brand title Growmatik. With this release, we applied the first round of changes and improvements to the product based on feedback we got from our early users. Most important of which was user onboarding from WordPress admin. We solved and smoothed out onboarding obstacles with this release and also collected an enormous amount of feedback from users to reflect on for future releases, including some very exciting new features coming up.

Jupiter X has been around for about 7 years now. More than 130,000 websites from a wide range of niches have been built with Jupiter X. But is that it? What is it you should do after building a professional WordPress website?

What comes after a WordPress website is built? Growth

Once you build a WordPress website for your business your next move is obviously to expand your website audience. This means collecting and nurturing leads, making sales and retaining your customers. You could spend money for outbound marketing campaigns such as Google and Facebook Ads – but to do this organically, your best bet is your content.

By content, we’re referring to your website content, marketing campaigns, pop-ups, emails – essentially, anything and everything you use to promote your business to your audience. If you use a one-size-fits-all content policy, your audience engagement will be minimal. In other words, you need to give each segment of the audience the content they want.

Marketing is no longer one size fits all

Marketing is no longer a same-for-all reachout mechanism. In the near future, the only marketing that will be  relevant is personalized marketing.

Imagine that you can have a massive eye that watches over the journey of our site’s visitors from the moment they arrive until they are a loyal customer. And now imagine that this eye can provide visitors with different versions of your homepage based on their background, smart pop-ups tailored to their behavior and exclusive email campaigns suited to their purchase history.

For both personalized marketing campaigns and website content, you’ll need to incorporate many tools. Unfortunately, there are too many tools out there that are overly complicated and expensive.

Personalization is a cluttered and expensive space

Looking at the tools that help with main website content personalization, Segment is for enterprises, and Optimizely and Proof are also for enterprises but are relatively expensive for small-to-medium sized businesses.

Solutions in the personalized email marketing space exist such as Mailchimp, which personalizes based on audience behavior and engagement. However, this happens abstractly regardless of the global behavior of users on the website inside the app and so forth.

Pop-up creators such as Unbounce Popups or Sumo are also mere creators but fail to offer much in the way of personalization.

The bigger problem at hand is that these tools are not able to work together for personalization as part of a whole.

The closest solution for this is Intercom, which allows journey-based personalization but only through a chat widget and email notification. There’s no possibility to personalize in-page content, and again it’s fairly expensive for a small-medium businesses.

So, an all-in-one solution that makes it possible to personalize creation, monitoring and management based on global user behavior is sensible.

Meet Odise: Personalized Marketing Automated

Two years ago at Artbees, we thought of a tool that facilitates the personalization of marketing content (website, emails, pop-ups) in an all-in-one environment. A marketing assistant that can automatically personalize all marketing content based on user attributes and behavior.

We worked on Odise for about two years and recently released the beta version entirely for free on ProductHunt.

Odise is a marketing assistant that reveals the behavioral patterns of users across their journey on your website from acquisition to retention and automatically provides personalized website content, marketing campaigns, emails, pop-ups and more based on each user’s stage, attributes and preferences.

Introducing Odise - Personalized Marketing Automated
Automation Dashboard

1- Discover and oversee your customer journey

Odise provides multi-dimensional insight into your website users’ journey across your website in different stages – from acquisition to nurturing to conversion and retention.

Introducing Odise - Personalized Marketing Automated
A Customer Journey Sample

Select one or multiple dimensions and see what those users did on your website.

Multi-dimensional Customer Journey

2- Automate all your marketing activities in a ‘If This Then That’ dashboard

Having discovered different working and failing funnels, define automation rules to serve each funnel (as broadly or specifically as you want) as its own personalized experience.

Introducing Odise - Personalized Marketing Automated
Rule-based Marketing Automation

Automate marketing actions such as sending emails as well as showing or personalizing content for your visitors based on the stage in their journey.

3- Personalize your website content

The Webpage Personalizer helps you show everyone their own version of your website based on their stage, attributes and preferences.

This Odise personalizer tool allows you to make changes as well as add or remove content to your page without touching the source code.

Webpage Personalizer

4- Build and send personalized email campaigns

Create highly personalized emails for your leads and customers and contact them across their journey on your website.

Introducing Odise - Personalized Marketing Automated
Personalized Email Builder

Use Odise’s powerful email builder to create smart email templates or use one of its various carefully-crafted readymade templates.

Introducing Odise - Personalized Marketing Automated
Readymade Email Templates

5- Build and serve personalized pop-ups

Create personalized pop-ups to collect and nurture leads, as well as to convert and retain your customers.

Personalized Pop-up Builder

Or use one of Odise’s various readymade templates in different categories such as lead generation, discount, cart abandonment, giveaways, events and more.

Personalized Pop-up Templates

6- Get human-made analytics reports about your marketing activities

Enough of useless attribution and analytics reports! See tailored performance reports about your website performance and automation. Odise’s analytics reports will allow you to make decisions about your next move – nothing more or less.

Automation Reports

Define a timeframe and see a list of your topmost items in each dimension such as location, landing pages and sources.

Introducing Odise - Personalized Marketing Automated
Actionable Analytics

What’s next? A.I. enters the scene!

Our next step is enabling artificial intelligence, which will take a load off the shoulders of the website tenant by monitoring their website, suggesting the right practice and eventually taking over all marketing activities from ideation to execution to reporting.

Try out for free and help us shape the future of marketing

You might be surprised to learn that Odise is now totally free! We’ve invested two years at Artbees to make a bootstrapped and independent product that solves problems we think many small-medium businesses have with marketing on their own. We deliberately released it totally for free at the beginning to collect honest user feedback and shape its future before we start monetizing it.

Our aim is to make personalized marketing an affordable, easy and mainstream marketing activity – not a marketing luxury carried out only by big brands and corporations.

We cannot wait for our community to try this on their WordPress websites and let us know what they think about it. Does it help them grow their business? What is missing? And what direction should we take going forward?