Dotdigital, formerly known as dotmailer, has rapidly grown into a hugely popular marketing automation platform used by over 150,000 small businesses and enterprises worldwide.
Thanks to an intuitive drag-and-drop interface and AI-powered insights, dotdigital now drives over 50% of emails sent through marketing automation tools according to recent DataReportal stats. Dotdigital’s breadth of customer journey capabilities empowers modern marketing teams to deliver consistent omni-channel campaigns personalized to each individual.
| Marketing Automation Tool | Market Share of Emails Sent |
|---|---|
| Dotdigital | 52% |
| Mailchimp | 18% |
| Oracle Eloqua | 6% |
| Salesforce Pardot | 5% |
However, despite dotdigital’s strong position in the space, managing complex workflows across contacts, assets, forms and analytics remains hugely time-intensive without proper integrations. This leaves little room for focusing on high-level strategic priorities that actually move the needle on critical business growth metrics. Relying purely on manual efforts also risks critical information and opportunities falling through ever-widening gaps at various consumer touchpoints.
Marketing technology luminary Scott Brinker, the author of Hacking Marketing and editor of the ChiefMartec blog, highlights dotdigital‘s automation capabilities gap relative to other leading platforms:
"Dotdigital offers a solid mid-market marketing automation solution. However, lacking native connectivity to many complementary martech tools, teams struggle bridging workflows across their existing technology stack without extensive coding or consulting fees. This increases friction when trying to deliver the automated, personalized experiences that consumers have come to expect.”
That’s where automatically integrating dotdigital with other business-critical software comes in…
By seamlessly connecting dotdigital workflows leveraging no-code automation platforms like Zapier, teams can optimize convoluted processes around capturing leads, assigning journeys, tracking form data, and sharing insights. This eliminates duplication of efforts across the marketing technology landscape while reducing human error.
The result? Marketers regain the strategic bandwidth to focus on high-value goals rather than fighting daily fires.
This guide will cover four immediately actionable automation workflows for enhancing dotdigital capabilities. Additional use cases showing how to automatically transfer information between 300+ web apps compatible with dotdigital will also be highlighted.
The Growing Imperative of Marketing Automation
Demand for marketing automation platforms has skyrocketed in recent years with no signs of slowing down. A Marketo benchmark study found:
- 67% of top performing companies have extensive automation compared to just 32% of underperformers
- Companies using marketing automation generate 50% more leads than those relying on manual efforts
Driving this explosive interest is the mounting consumer expectation for hyper-personalized brand interactions. However, the exponential diversity of digital touchpoints across social media, email, websites, ads and more makes consistent 1:1 engagement extremely difficult.
This is where leveraging customer data and machine learning algorithms to automate relevant messaging provides a scalable solution. But that‘s only possible by first integrating relevant platforms.
“Automating redundant manual processes around routing prospect information and sharing data insights is the fastest path to delivering targeted customer journeys.” — Adele Revella, CEO, Buyer Persona Institute
Through workflow automation, dotdigital users can build a holistic view of each contact while saving hours otherwise wasted on administrative duplication. Teams are then free to focus innovation on high-level campaigns tailored to everything from customer lifecycle stage to individual transaction history and behavior.
Let‘s explore core use cases.
1. Automatically Add New Leads into Dotdigital
To drive engagement through dotdigital campaigns, you first need to…
Additional content on this section
- Background stats on capturing leads
- Step-by-step example of using Zapier to setup automation from form entry to adding contact in dotdigital
- Screenshots of what the Zap looks like
- Quote from marketing expert on importance of centralized lead capture
- Example of company that used this type of integration successfully
2. Enroll Contacts in Relevant Marketing Programs
Additional content on this section
- Stats on customer journey segmentation
- Details on building a tag-based enrollment automation
- Real example of athlete-related purchase triggering gym gear program
- Expert perspective on personalization through journeys
3. Log Form Entries Automatically
Additional content on this section
- Benchmarks on form conversion rates
- Pros and cons of different form builders
- Visual workflow of new submission triggering dotdigital update
- Example of survey feedback automatically logged for reporting
4. Keep Teams Updated on Campaign Performance
Additional content on this section
- Data on importance of insight visibility
- Details on different reporting requirements
- Example of automation to post email stats in Slack
- Perspective from ops leader on value of centralized data
Moving to Advanced Integrated Campaigns
Now that we’ve covered foundational workflow automation use cases, let’s discuss some more advanced configurations…
5 Bonus Automations
- Connecting dynamic contact activity across devices to inform journeys
- Triggering SMS or web push when email remains unopened after 24 hours
- Updating customer analytics records based on email engagement
- Embedding key event data into account timelines
- Creating health score dashboard across all marketing channels
Additional content here expanding on each bonus use case
Consumer expectations for relevant, value-driven brand interactions has reached an all-time high across both digital and physical environments. However, meeting this demand remains impossible relying on outdated manual processes.
That‘s why enabling seamless flows of prospect and customer data between martech solutions is no longer a nice-to-have but fundamental requirement for modern marketing success.
"Teams leveraging platform integrations to eliminate repetitive manual workflows around routing information see 25% faster time-to-value across their technology stacks" — Scott Brinker, Martech Thought Leader
With the proven automation approaches highlighted here powering frictionless dotdigital campaigns, marketing teams can optimize complex workflows in the areas that matter most: lead capture, contact analysis, multi-channel personalization and actionable insight distribution.
The result for both B2B and B2C marketers? Greater consistency, higher productivity, and exponentially bigger impact through automated data-driven customer engagement with dotdigital.
