The Power of Effective Marketing Automation You Didn’t Know About

It’s no doubt that we live in a time when technology changed the world and our lives particularly. In a good way. It’s crucial for the businesses to adapt to the changes and improve the existing processes to stay successful and profitable.

At ITCL we think that human approach with the right tools can make the businesses succeed, one of those tools is marketing automation. Cloud based software designed to streamline the marketing efforts on targeting prospects and existing customers. There are so many great use cases for marketing automation available that would be hard to describe in one single article. However, I will try to briefly cover a few topics that might spark your interest in this technology.

To start, one of the most important goals for client-faced businesses is to optimize human resources engagement on repetitive tasks but still have contact with a customer. Let’s imagine that someone is organizing a big conference with multiple well-known speakers that bring quite a big audience. Managing the process of registration and supplying relevant information might not be an easy task. Marketing automation professional services can help to collect, organize and spread the information among the audience of attendees. The whole process, easily. In addition to that, keeping engagement and customer satisfaction at a high level is another task that can be accomplished with providing relevant personalized information to the selected audience. Only useful, easily readable, only relevant information from the business to the customer with minimum efforts from the customer’s side. That would be a well-designed email easily readable across mobile and desktop devices, with information about speaker’s sessions that the customer subscribed to, organized in the right way based on start/end session time, and quick intro per each session. The list of enhancements is limited to imagination only, for example, add the functionality to add to the calendar, create a path plan on the exhibition floor to navigate the customer how to get from one session to another; when is the lunch break and what are the options and food/drink location on the map; provide the recommendations on the other speakers sessions based on customer’s persona/profile; etc. It’s also possible to include relevant advertising in these communications to further benefit the business and customers needs.

The successful setup and execution of this campaign will minimize the organizer time and effort in managing inquiries and responses from/to the clients. And let’s imagine the impact on the subsequent setup of such exhibitions down the road, when everything is pretty much defined and just small details would require adjustments and revisions.

Email Marketing Best Practices

Use email marketing automation to deliver personalized value at key points in the customer journey.

According to Hubspot, email marketing produces a 3,800% return on investment, while MarTech indicates that firms sophisticated in email marketing automation achieve 80% more sales at a 33% lower cost. Thus, even with the inundation of emails that people receive on a daily basis, email remains a valuable channel to engage, inform, and inspire your prospective and existing customer base. In order to succeed, you must deliver personalized value at the right time in the customer journey, building to a crescendo with the subject line through to every detail of the header, copy, images, calls to action, and signature line. To facilitate your efforts, we’ve deconstructed the email process in order to give insight into best practices that drive campaign results.

Subject Line: balance being descriptive with brevity in order to drive an informed open

For any email campaign, the subject line is your first opportunity to entice as well as a gate between your audience and the valuable content stored within the body of the email. Because of this, it is important to word the subject line in a way that the audience can process the information quickly while including enough information so as to inform the audience of the benefit they will receive upon open. Click bait that may drive opens can result in consumers feeling frustrated with unmet expectations, resulting in lack of further engagement or even unsubscribes, while verbose lines that overexpress meaning can lose the reader’s attention and fail to drive the intended open behavior in the first place. Factoring in sent, open, click-to-open, and click rates, Marketo finds that 7 word subject lines yield optimal engagement, while Mailchimp recommends using no more than 9 words and 60 characters. Additionally, positioning deals and incentives up front, such as “50% off if you refer a friend” can motivate engagement and increase opens. With whatever strategy you choose, craft the subject line to reduce friction and encourage open with integrity.

Content: formulate the contents of the email to maintain attention, deliver value, and drive action

Now that you’ve guided the audience member to open the email, the goal of its contents is to cultivate the reader’s interest and inspire specific next steps. With this, the copy should communicate value concisely alongside aesthetically pleasing visuals that aid in transmission of information and processing speed. Multiple, relevant calls to action should be placed conspicuously throughout in order to stimulate desired next steps such as click, call, download, and buy. Constant Contact recommends composing emails with 20 lines of text or less, while Hubspot advocates for positioning the primary message and call to action above the fold to ensure detection. Once you have a draft of the email in its entirety, it’s advantageous to employ a “5 second test” in which a friend or colleague reviews the email in 5 seconds in to discern whether your intended call to action is readily apparent.

Segmentation: segment your audience in order to deliver personalized content at the right time in the customer journey

Since prospects and customers within your target audience have different needs, tastes, and interests, it is imperative to deliver tailored value based on who you’re communicating with as well as the recipient’s stage within the customer journey. To achieve such personalization, it is beneficial to segment your audience based on demographic, geographic, behavioral, and/or benefit data that meaningfully distinguishes one cluster of consumer profiles from the next. For example, if you’re a department store, you could segment based on product category interest of Children’s Clothing versus Household Goods, or if you’re a skincare brand, you could segment based on Age, Location Climate, and Gender. Once segmentation is complete, personalize email campaigns based on each segment’s key attributes and customer stage. For instance, if you’re the skincare brand, you could tailor messaging to customer stage by targeting customers considering purchase with informational content such as “Our favorite moisturizers for dry skin” versus targeting customers who have already purchased with replenishment content such as “Is your skin thirsty? Looks like you’re due for a refill!” However you choose to segment and personalize, do it and iterate, as data from Constant Contact suggests that personalized emails achieve a median return on investment of 122%, while SalesForce indicates personalized emails yield a 14% uplift in click through rate and a 10% uplift in conversions.

Cadence: initiate campaigns based on consumer triggers, using a frequency that nurtures rather than annoys

With email marketing, it is critical to deliver the right message at the right time. In order to ensure relevancy with timing, it is helpful to initiate campaigns based on triggers that consumers activate, such as signing up for a newsletter, referring a friend, consuming a particular piece of content, or reviewing a certain product. Therefore, defining the specific actions that set your email campaigns in motion is of paramount importance since, once initiated, your automated cadence will drive the campaign through to completion. For mass emails intended to reach your entire contact list, a quarterly or monthly frequency is par for the course, whereas for segmented emails intended to engage a subset of your contacts, a bi-weekly or weekly cadence is commonplace. This aligns with Marketing Sherpa’s survey observation that 60% of customers opt for a weekly touch.

A/B Testing: split test in order to optimize performance, and, once optimized, keep testing

Based on past experience, industry research, and engagement data, you can make assumptions about your target consumers’ preferences and the behavior that you expect for them to take in response to your email marketing. But even the best assumptions find resulting performance influenced by unanticipated variables. With this, it is important to split test different elements of your emails including subject lines, copy, content, the “from” name and email address, send days and times, layout, tone of voice, and calls to action in order to find the mix that drives optimal business results. While iterating, test 1 variable at a time to isolate each factor that is driving performance improvement or decline. Once you find the highest performing blend, repeat your success across other campaigns and continue to test even the most successful campaigns, as consumer trends and sentiments change over time. Trust the data, and continue to iterate based on data-driven discoveries that inform the path forward.

Final thoughts

Email marketing requires a calculated blend of creativity, analytics, and iteration to succeed. As long as you keep the customer first and listen to the data, incremental improvements will drive the path to a successful outcome.

Want to learn more learn more about email marketing and beyond? Subscribe below!

Segmentation and Dynamic Content Fuel Email Personalization

Leverage list segmentation, dynamic content, and dynamic fields to drive email personalization.

Research from Experian Marketing Services indicates that personalized emails drive 6x greater transaction rates than their non-tailored counterparts while Data Marketing Association evidences a 760% uplift in email-attributed revenue from segmented campaigns. However, with less than 50% of retailers sending personalized product recommendations through this high-performing channel, it’s clear that there are low hanging opportunities for enhancement. Because of this, we’ve put together some actionable insights on how to tailor emails with the aim of increasing relevancy, boosting performance, and ultimately earning subscriber satisfaction.

Utilize segmentation to drive personalization at scale and enhance performance outcomes

According to Mailchimp, segmented emails drive 14.31% more opens, 9.37% fewer unsubscribes, and 100.95% more clicks than non-segmented campaigns. Thus, in order to partake in the performance gains, it’s important to divide your contact list up based on distinct and meaningful consumer attributes provided during opt in and to augment that data with other first party data sources, such as that from your marketing automation platform, CRM, and beyond. Segments can be created based on surface-level characteristics such as demographic, geographic, and firmographic data as well as based on deeper-level attributes such as psychographic, behavioral, and benefit data. For example, if you were a cosmetics company, you could segment based on data points including age, gender, number of past purchases, and product category interest in order to send offers and discounts for items in related product groups to customers who have expressed loyalty and met a threshold of repeat purchases. Additionally, automation based on triggers and stages in the customer lifecycle can help increase relevancy. With this, you’ll be better equipped to send the right message to the right person at the right time, based on an understanding of customer insights, past purchase behavior, digital content consumption, and events driven by goal conversions. Segmentation that is performed correctly facilitates personalization at scale, resulting in outreach that better aligns with consumers’ motivations, preferences, and desires.

Leverage dynamic content and dynamic fields to ensure relevancy

Writing tailored emails to everyone on your contact list would take an exorbitant amount of time while writing generic, catch-all emails would fail to achieve relevancy. Thus, in order to increase efficiency without reducing personalization, it is beneficial to employ an email strategy that leverages both dynamic fields and dynamic content that adjust based on the recipient’s profile. Dynamic fields that tailor messaging to the recipient’s name, location, company, and beyond engender a personalized feel, indicating to the subscriber that the personal information they handed over was not for nothing. Dynamic content that customizes blog posts and product recommendations to recipients’ preferences adds value, facilitating their achievement of goals surrounding decisions they are seeking information on and purchases they are looking to make. To ground dynamic fields and content in an example, if you were a cruise line coming up to the winter holidays, you could write an email such as “Hi [name], how enjoyable would it be to bask in the sun rather than chill in [location]’s [temperature] weather?” and include blog posts and offerings that populate based on the recipient’s content consumption on specific coastal regions and prior purchase history.

When utilizing dynamic content and fields, it is important to have correct, up to date subscriber data, else the attempt at personalization and relevancy will be received as prefabricated and careless. Used correctly over time, click through rates and the overall return on your email marketing strategy will increase as subscribers come to recognize your emails are tailored to them.

Want to receive updates on email personalization and beyond? Subscribe below!

NY Email Marketing

A lot has been going on at ITCL and this post I would like to make a little different. It will still be industry focused (because we live and breathe technology and innovation) but it will be more personal. In the time when most of it can be done by an AI assistant it feels right to take a moment and jot a few words myself. 

A couple years back we had the honor to be represented at Forbes Under 30 conference as well as at NY Tech Week. More detailed posts on each to follow. This year we have big plans for our small company. In addition to our consulting and software development services (web, mobile) we are expanding our email marketing services, which will be consumed by digital marketing services. We have been working hard on establishing this line of business last year and are thrilled to finally “get it off the ground”.  Please welcome NY Email Marketing, your go-to digital agency for all things email marketing and what I like to call a digital marketing hub. It also means that we are hiring to expand our strong team of Salesforce Marketing Cloud certified professionals and experts in other digital marketing platforms, such as IBM Marketing Cloud, Adobe Marketing Cloud, Oracle Marketing Cloud and others. Because Digital Marketing is such a buzz word and because there is a plethora of marketing cloud platforms out there and because it is very easy to get confused which platform would work best for your business and because we would like to share our expertise with those in need, we are preparing a very cool case study on the subject. We will review top 10 digital marketing platforms and rate their features to give you a good grip on the current offerings and to empower you to make informed strategic decisions on which digital marketing solution would be the best option for your business.

Excited to congratulate the team on the launch of a new email marketing hub!

Digital marketing solutions provider.

Visit NYEM on Facebook, like and subscribe!


Отладка. Будет убрана потом