Do you plan to automate your email marketing campaigns? Note that it is essential to understand what to expect and what the key benefits are before you begin to compare the different tools you can use for marketing automation.
This continually evolving technology allows you to increase the number of qualified leads, generate conversions and generate more revenue. These marketing automation platforms are more than just support tools, and they really change the role of the marketer: tedious and repetitive tasks will be eliminated from their workloads, but it goes far beyond that! These tools allow you to optimize time for both your marketing and sales teams.
For example, you can optimize your automated emailing campaigns, where many actions can be automated: welcome email, sending of resources, a proposal of promotional offers (various occasions such as holidays, birthday …), and recovery after the abandonment of basket, complementary product proposal, etc.
Discover 7 reasons to automate your email marketing campaigns and get qualified leads.
7 Reasons to Automate Your Email Marketing Campaigns
# 1 – Saving time and reducing costs
As we said above, automating some actions in your marketing campaigns allows you to say goodbye to repetitive and tedious tasks. Your marketing teams will then have more time to devote themselves too much more creative works. This will bring innovative ideas to the business that will lead to nurturing better business opportunities.
You probably have limited resources to grow your business both regarding team and budget for advertising expenses. By implementing automated lead acquisition campaigns, you can reach the right people at the right time according to their interests. No more sending flyers, email, unspecified mail. After automating some of the tasks in your email marketing campaigns, you’ll be able to send your emails automatically without thinking, and you’ll save money.
# 2 – The data collected will be more reliable and better qualified
One of your email marketing campaigns is to offer a white paper download. Several actions are to put in place, but it is impossible to do all of them manually! Let’s take an example: a lead has registered by completing your form, and you must send an email manually every time a lead is registered. What now needed is a detailed information to be given by you to the lead. Automate your action by scheduling the start of an email containing the download link as soon as the form is filled in and sent or the automatic download of the white paper.
To collect reliable and qualified data, you need to offer exciting content (white paper, computer graphics, blog articles, etc.) to attract the lead’s attention. A dedicated landing page highlighting the benefits and expertise you bring is a solution! But how to collect data from your leads efficiently? By creating an especially dedicated form from the marketing automation software.
When a lead gets register via form its natural that he is interested in your services. He will then represent a potential client.
# 3 – Communication between your marketing and sales teams will be better
When you have collected your leads, you must assign a score and prioritize them. Do it manually? Impossible too! A marketing automation software will allow you to create lead scoring scenarios depending on the behavior of the lead vis-à-vis your actions: how many points to allocate when opening an email? How many points to award for visiting a specific web page? These points will allow the sales team to prioritize the leads and thus define if he is ready to be contacted or not.
Your marketing and sales teams will have to work together to define the number of points to be awarded and according to which actions! No more phoning campaigns where the lead is not ready to listen to you! The advantage of automating all these tasks is to qualify the lead to reduce the conversion time from lead to end customer, but also to make the work between your teams much more efficient.
# 4 – Best targeting
Automating your automated email campaigns is also about making sure you are targeting the right people. When you launch a marketing campaign, you can define with the software, automatic segmentation of your database. When you offer a promotional offer campaign, you can create a new segment called for example “Promotional Offer – Purchase.” With a marketing automation software you can create and put an action saying that when a lead makes a purchase, it will automatically include in this new segment.
You can also decide when to send an email or SMS and how often and manage the advertising pressure. For example, you can define the maximum number of emails or SMS that your contacts should receive per week or month. The goal is not to pollute the mailbox of your contacts.
Finally, who says better targeting, says efficiency! You will not forget any more contact, but above all, once the campaigns are configured and planned, you will send messages, offers, and reminders at the right time without intervening.
# 5 – Better tracking of leads behavior
Marketing automation software can also track the behavior of leads on your site, so when a person signs up for one of your forms, you can see from which page of your website the lead has arrived and which path he completed to complete the form. By studying the behavior of your leads, you can optimize your marketing campaigns.
# 6 – Personalized messages and loyalty
Your customers are not just identifiers or numbers to which you can associate them! Automating your email marketing campaigns can help you create different profiles and segment them in a much-targeted way by ensuring the right message reaches the right person, on the right channel, and at the right time. You can update the information continuously and automatically.
If you manage an e-commerce site, you can, for example, send a highly targeted email campaign by offering your customers additional products 10 days after placing an order or send an email campaign with a promotional offer 30 days before its anniversary. Etc.
It also works with your blog articles! You can give a second life to your articles. For example, when a user reads one of your articles, you can automate the sending of an email thanking him for having read and visited your blog and offer other articles on the same topic.
# 7 – Ability to test, optimize and retest
Your marketing teams can test, identify the actions that work best and optimize them then retest! They will be able to identify the messages, visuals, formats, and channels that work best for each target. This information is essential to optimize your content.
A / B tests can also be conducted automatically on each of your marketing campaigns. So, you can test them in real time and define the ones that are most effective. Thus, by testing and optimizing your marketing campaigns, you will improve your performance.
Automate Your Marketing Campaigns with Email Marketing Automation
As you can see, automating your email marketing campaigns saves you time, generating qualified leads, reaching your targets, better understanding the behavior of your leads and sending them personalized messages. The point of this type of software is to optimize the conversion time of your leads and allow your marketing and sales teams to collaborate better.
Read more: Getting Started with Marketing Automation
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