Tags: Automation

Opportunities For Improvements in Marketing Automation

Opportunities For Improvements in Marketing Automation

Practical Marketer • July 5, 2018

Nobody is perfect. We all make mistakes. We also strive for continuous improvement. It’s a universal truth. And sure, part of the allure of marketing automation is its “set it and forget it” nature. However, letting an automation run without looking for opportunities to improve is a mistake. So, what should you be looking out for? Here are three places where you can strive for the continuous improvement of marketing automation: Fix Mistakes It’s a horrible feeling when you’ve sent out an email campaign only to notice a typo in it later. You quickly fly through the five stages of grief when it happens: Denial. Rubbing your eyes and hoping you’re not seeing what you’re seeing. Anger. You beat yourself up. Tell yourself you should have proofread it one more time. Blame a coworker you sent a test email to. Bargaining. Sitting there wishing a feature existed to unsend an email. Depression. We’ve all been there. Hiding in our office or cubicle. Deciding it’s the worst thing we could have done. Acceptance. It is what it is. You can’t change it. You’ll be better next time. That’s all in the past with marketing automation. Thankfully, you can update any email in your sequence, without interrupting the customer experience. You won’t be able to change the ones who have already hit the inbox. We’ll pour one out for those fallen homies. However, you don’t have to create a whole new automation or risk losing the customers who are already further into the sequence of emails. Update emails when needed to fix typos, broken links or other errors and do your marketing automation with confidence. Get Better Open Rates It’s important to track the success of your marketing automation. If you look at your reports and see that the open rate isn’t what you’d hoped it would be, you’ve found yourself another opportunity for improvement. Adjusting your subject line can help you see better open rates for the emails in your automation. Here’s what makes up a great subject line: It feels urgent. It won’t work if you do it with every subject line, but making your subscribers feel like they have to act now is a helpful tactic to get your emails opened. It makes you want to know more. Craft the perfect teaser that leaves your subscriber wanting to know more. The allure will get them to open the email. It delivers value. Make an offer in your subject line that cannot be refused by your subscribers. If they see the benefit right in their inbox, then they’ll surely open the email. It’s personal. Feeling like you’re being marketed to is not a pleasant experience for anyone. If you can make your subscriber feel like you’ve reached out to just them, rather than sending something that feels like a blast to a large number of people, they’ll be far more likely to engage. It tells a story. We’re all told stories from an early age. It’s wired into us. If you begin your “once upon a time” in the subject line, your subscribers will open your email to discover the happy ending. It’s one thing to know what is considered a good subject line. It’s another to be able to write one. Here are some tips on crafting great subject lines: Quick and to the point. You only get 50-60 characters in a mobile device. Make the most of it. Tell them what to expect. Let them know what they’ll find when they open your email. Use action-oriented verbs. After all, a subject line really is just a Call To Action (CTA) to open your email. Inspire your subscribers to take action by using the right action verbs. Use flattery. Make your subscribers feel special by offering a “private invite” to an exclusive event or an “offer just for you.” Numbers help. If it’s a list of resources for them or tips for success, tell your subscriber how many tips there are. It helps to set expectations. Questions work. Ask something that your subscribers will want to seek out the answer to. It goes back to leave them wanting to know more. Don’t use ALL CAPS or too much punctuation. Your subscribers don’t want to feel like you’re yelling at them. A subject line in all caps and with a whole bunch of exclamation points will do just that. Don’t do it. If you’re still looking for a bit of help with your subject lines, you can try great resources like Kopywriting Kourse’s Subject Line Generator or CoSchedule’s Subject Line Tester. Aside from improving your subject line to increase your open rate, you may also want to consider your From Name. It’s important to have a From Name that is familiar and recognizable to your subscribers. If there is a sales team or support member they’ve been working with the entire time, it might help to have “Their Name from Your Business” as the From Name. Improve Your Click-Through Rate (CTR) Say you’ve solved the issue with your open rates, but your subscribers aren’t clicking on the links in your emails. That’s your next opportunity to improve. After all, you’re not selling anything directly in your emails. You need them to click-through to your site. There are a few factors that may come into play: Content Is what you’re sending relevant to your subscribers? If they’re not clicking-through to your website, the answer to that question is very likely a resounding “no.” They’re simply not going to engage with an email that is of no interest to them. How can you know what they want? The links that are being clicked on are one clue. However, you don’t need to play a guessing game to determine the rest. Create a survey and send it to your subscribers. Let them tell you what they want to hear about from you. Is your customer support team receiving the same questions over and over again? Use that to inspire your email content. If you’re more proactive about answering customer questions, you’ll both be providing relevant content and maybe even relieving your support team a bit. Design Even if the content of your email campaigns is high quality, it’s possible the design is what’s keeping your subscribers from clicking. Here are a few things you can do to optimize the design of your email campaigns to help improve CTR: Consider your image to text ratio. Your emails should contain 80% text and 20% images. Image heavy emails that don’t go to the spam folder will be slow to load or turned off. That won’t bode well for creating engagement with your emails. Include captions with your images. Some subscribers may have images turned off. A caption will help them get the gist of the email even without seeing the image. Add a clear CTA. Don’t make it hard for your subscribers to click-through to your site. Your design should not distract from the CTA. Some email marketers see success with both having a text link and a button. That way, you increase your chances of getting a click and cover your bases with how subscribers interact with your emails. Also, make sure any buttons or links you use are mobile friendly and easily clicked on from any device. The design of your email when it comes to CTAs is important. It’s not the only part of creating effective CTAs. CTAs The ability to write a great CTA is just as important as the design of it. The way to do it is very similar to crafting a subject line. After all, I did tell you your subject line acts as a CTA to open your email. So, I’ll reiterate some points and add some new ones: Begin with a command verb. Words like “buy,” “shop” or “order.” It can also be “download” or “subscribe. Elicit emotion. If you can make your subscribers feel something, they’re far more likely to engage. Include your value proposition. Tell them why taking action will be worth their time. Something like “Schedule a time for your free demo” tells a subscriber what action you want them to take and why. The FOMO is real. Create a sense of urgency where your subscribers will fear missing out if they don’t act. Now that you know where you look for opportunities to improve your marketing automation and how to improve them, I want to take a moment to discuss how you can do this with Benchmark Email. Update An Active Automation in Automation Pro If you’re already a Benchmark Email user and you’re ready to improve automation, you can log in and get started. Any thoughts or suggestions on opportunities for improvement in marketing automation? Please share them in the comments below!


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Email Marketing vs. Marketing Automation: What Your Business Needs To Know

Email Marketing vs. Marketing Automation: What Your Business Needs To Know

Beyond • May 30, 2018

A lot of people are wondering what email marketing is and how it differs from marketing automation. Are they the same? They also want to recognize if their company is ready to switch.  These are the issues that business owners are facing. And this blog post will try to resolve all of these issues. Most of us understand how useful and vital email marketing is to your advertising toolkit. However, carrying out marketing automation could significantly enhance the performance of the email marketing technique you currently have in place. There are several distinctions between an email marketing and a marketing automation application. An email provider will give you the capability to send out mass emails and track open rates. However, it’s not scalable. With marketing automation, however, you can access effective functions like multiple campaigns, lead analytics, and scoring. These features are useful in making your email strategies far more calculated. In that case, if you solely depend on email marketing without marketing automation, you’ll never meet your expectations. You’re mostly likely confronting a couple of obstacles, especially as you expand. What difficulties could you be confronting with email marketing alone? It Takes Time That’s an email provider is incapable of doing automation or adjusting your campaigns. You need to do a great deal of manual work to make certain that your target market received the email blasts at the correct time. Within marketing automation, you can focus on producing multi-stage, digital campaigns to support your leads while you obtain various other work done. In fact, three-quarters of online marketers agree that the most significant advantage of having marketing automation is to save time. It’s especially true when marketing a rental property. Not just in marketing a property. You can also use it to boost your tenant retention while reducing your workload. With marketing automation, you can set up automated and perfectly timed messages to build better connections with your tenants. No Idea of What Leads to Follow-Up That’s because email marketing on its own cannot provide win-ready leads to your sales teams. The point you are tracking after sending a mass email is click through and open rate, and when your sales groups start doing phone call after the blasts, they could not be obtaining excellent outcomes because the leads you’re getting are not all set to acquire. And for a sales representative, there’s no larger wild-goose chase compared to ferreting out a lead that is not prepared to buy or who isn’t qualified. That\'s because only 25 percent of the leads are legitimate. And 50 percent of your leads are not ready to purchase. If you opt for marketing automation, you can see to it that sales are subsequent with leads that are sure to purchase. Besides, marketing automation systems could score your leads based on how they involve with campaigns or content. According to this study, four out of five users improved their leads through marketing automation software. And 77 percent of those users saw a boost in conversions. Can’t Maintain Leads That Are Engaged with Your Communications You can have a massive data source of leads that you are unable to utilize, and you seem like you’re having difficulty to ensure that they are involved. You send a number of blasts a month. However, you have no idea where your target audience is in the purchasing cycle or if your material is resonating. It takes a lot of time to develop an email blast, how can you be sure that your strategy works? With marketing automation, you can utilize lead nurturing, which enables you to sector out your data source and lead them via your channel by developing automatic campaigns that will maintain your leads involved. Difficulty Scaling Relying on standard email marketing isn’t scalable if you’re an expanding company. The more leads you have in your data source or campaigns you intend to run, the more time consuming it ends up being to develop mass blasts. However, if you integrate marketing automation into your marketing campaign, this issue will be significantly remedied. You could run numerous campaigns, produce lead nurturing programs, score your leads and attribute profits straight to every marketing program. Unable to Associate Revenue with Email Marketing Initiatives You intend to know how marketing adds to the bottom line. Likewise, you wish to know how you could boost your method and strategies each time you produce a campaign. If you are counting on email marketing alone, you are most likely to have a tough time linking your programs to your profits. Marketing automation offers you the functionality that can monitor your initiatives and supplies you with detailed analytics for every campaign. You can also sync up your advertising automation system to your CRM to give a more comprehensive metrics. With all these issues, should your company use marketing automation, too? If you are still unclear whether it is time to use marketing automation system, have a look at your organization and marketing methods. You should consider it if your consumer purchasing process lasts longer compared to a week. If sending out emails alone does not appear to drive sales, then marketing automation must be implemented. Your company might also benefit it if your marketing group requires a less complicated means to develop and send out targeted campaigns with a personal touch. If your marketing division does not have adequate time to do whatever they should do to make it with its existing resources, then marketing automation is needed. Marketing automation is also vital if you market various products to different demographic or if you wish to send out multiple messages to various titles and sectors. You also need marketing automation if your sales individuals are whining about the quality of leads that your marketing group is supplying. Another thing to consider is if you wish to know which campaign is the most reliable. And if you cannot tell if you need to be investing more money in marketing, you have to use marketing automation. Benefits of Marketing Automation This system allows online marketing professionals to prepare expanded consumer communications without calling for manual intervention. Marketing automation firms, like Benchmark, allow you to construct pre-programmed email series by using reasoning. If your consumer opens and reads an email message, then he/she is put right into a series tailored for email opens. Alternatively, if the client overlooks or removes the message, he/she is sent out one more personalized series. Along with email open, consumer activities, like clicking on a link, most likely to a webpage and completing a lead-generation type, immediately sort consumers into series designed to generate multi-step communications. Although email marketing tools can develop that first communication, they’re commonly created to funnel people into the consumer database, as opposed to channel them in and continue engaging with them throughout the sales channel. Takes Interaction Further Another distinction between the two remains how communications are developed. In email marketing, you can use layouts to assist your style and word your interactions Marketing automation tools, on the other hand, offer development tools. But these tools take communications a step further. The series of discussions or workflows can be custom-made. In that case, you can determine who gets what email and when based on client activities. The could be developed employing pre-designed layouts. You may pre-install workflow layouts that map a consumer’s actions from their email open to their initial acquisition to a second deal sent out. Workflow design templates consist of event invites and follow-ups, abandoned cart follow-ups and yearly birthday wishes, or consumer education series that magnify the depth of details supplied to consumers about business, specifically beneficial for B2B sales. Keep in mind that more than 50 percent of companies that use marketing automation outpaced their competition. Mumsnet, which is one of the largest parenting sites in the UK, utilizes marketing automation to personalize its message to the subscriber. Subscribers who registered for the site’s newsletter will receive messages throughout their pregnancy. It uses the subscriber’s due date as its trigger in sending emails. This method takes the interaction with the subscriber even further, from the moment she signed up. Lead Segmenting Marketing automation tools can track and recognize how customers connect with your message. They perform certain functions that email marketing tools can’t provide or don’t do. Marketing automation, for example, designates to your contacts to allow you to recognize how responsive they are to your communications. With these scores, you can segment customers into groups. The highest possible lead rating can be organized into lists that are likely to see more offers regularly. This could seem like an additional advantage. However, as your email list expands, you’ll count significantly on automation to sort and send your messages to your contacts. The smarter your lead score, the more timely your emails will come to be. The capacity to send a targeted message based on what you understand about an individual is excellent for consumers and prospects and business. If a person has a reduced chance of buying your product as a result of the budget, the more you can stay clear of pressing him/her to the sales discussion. Kissmetrics provided examples of marketing automation through lead segmentation. Opportunities to Improve As your automation system provides you with more data about how clients engage with your messaging, you will have the ability to take that knowledge and adjust when you need to send out communications. If a person has the habit of opening up messages at midnight on Wednesday, then your data will advise you to send them an email message at that time. Here’s a guide on understanding your reports to how to find out whether or not your audience is engaging with your messaging. Conclusion Marketing automation encourages multiple channel communications. These channel communications are increasing each day. One of them is your website, where you can release content for different visitors based on context. On-site conversations is another way to communicate with your audience. If you wish an omnichannel that lets you view those things, then marketing automation is your better bet. What do you think of marketing automation and email marketing? Which of the two would you use for your campaign?


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Top 5 Email Marketing Automation Triggers You Should Know

Top 5 Email Marketing Automation Triggers You Should Know

Practical Marketer • March 23, 2018

Over the years, marketers continued to use “spray and pray” email marketing tactics. The basic idea is to create a killer email list, send out the same message to the masses of people, hope and pray that someone will notice them and their hard work will prove its value. Regretfully, this tactic in email marketing is counter-productive. Sending spam can damage the reputation of your company and ruin relationships with your potential clients. Do you know that 90% of UK customers have unsubscribed from retail emails last year because of too many ham-fisted emails? I guess you don’t want to suffer from the same problem, and, conversely, you want to triple your sales. Instead of sending mass “one-size-fits-all: emails” focus on your audience, on their needs and behavior. Do it with marketing automation. For example, with the triggered emails. Those nurtured or operational emails are sent in response to a certain interaction with your website or your email program such as email opens, web-form filled, whitepaper download, etc. While triggered emails are often complex and highly customized, they work incredibly well. Due to specific user behavior or an event, a marketing automation tool sends out a personalized message at the right time to crack their problem. According to Smart Insights, triggered emails reach 71% higher open rates and 102% higher click-through rates compared to general email newsletters. Here are five email marketing triggers that help your business increase conversion rates and customer experience: 1. Welcome Emails The welcome email is an old school autoresponder sent immediately after an event such as a sign-up, the end of a free trial or a purchase occurs. Those messages look something like - “thanks for signing up” or “here is your login info” and are a huge indicator of user status. This type of email triggers helps you establish connections with new subscribers, give more information about your business (the guide how to use a product or service, details about your customer rewards program, etc.), ask them to introduce themselves, and send useful resources based on their interests. To make users feel comfortable with your business and build brand trust, create and send out more personalized welcome emails. For example, you can send a message from a personal Customer Engagement Manager. Take a look at the welcome email from SE Ranking: Welcome emails should look compelling and make a positive impact on your subscribers. Add more value to your message, and your client will be agreeably surprised about your care. Here are some more good examples of welcome triggered emails that will touch your feelings: 2. Nurturing Emails Customers want different content at different times throughout the buying cycle. The main objective of these emails is not to promote your product or service but help customers get what they want based on what they’ve done - deliver the right message to the right person at the right time. The advantage of nurturing emails is the opportunity to establish an open communication channel that cuts two ways. Customers can give you constructive and valuable feedback and ask questions, and you can better understand your customers and their needs. Once you deliver your emails into the real world, you can find out what works and what doesn’t work. Just keep testing and learning your emails like subject lines, timing or copy to make the best use of them. Let’s say you have a SaaS product. You can set up a range of automated nurturing emails educate your users about your features or to promote some updates. For example, SE Ranking is sending out a chain of triggered emails to help users understand better how their key features can help complete SEO tasks. It helps their customers find out more about the features and how to use them properly for their business. 3. Retention Emails According to Marketing Metrics, the probability of selling to a new lead is between 5-20%. That is increased to 60-70% for the probability of selling to existing customers. Your team is constantly improving the product and enticing customers to make another purchase. That’s where retention emails come into play. These emails are intended to engage your clients, especially where they stay inactive or doesn’t take full advantage of your service or product. It is critical to have something to offer them and use the opportunity to communicate. If you want to make them happy and offer more value for their money, you can show what they are missing out via automated retention emails. Here are good examples of retention emails: Shopping cart abandonment emails. For e-Commerce, shopping cart abandonment is a huge problem. Why not customize a system to entice and get your potential clients back to your website? You can use the following ways to do this 1. Give them an incentive to return, include images and a description of your products. 2. Offer discounts and show cheaper alternative products with a subject line “Similar Products”, etc. 3. Create a good email design and add your brand logo. Display ratings, reviews, or even social proof. Send friendly reminders. Friendly reminders are a good way to retrain your clients. For example, if a customer’ credit card or a product’s subscription is about to expire, you can let them know that they need to update it. Transactional emails. This type of triggered email is not only based on a transaction. It contains all the essential information to push upsells and cross-sells. It can be an order status information, service request updates, shipping confirmation, etc. To show some care and love, you can add extra value to your email. For example: Offer additional items that might interest customers Provide useful links to community forums Give answers to FAQ Share guides and tips on how to use products or services Invite them to contact you through social media networks Note: the primary goal is the transaction, but additionally you can include this info to cross-sell and upsell your products. Reactivate your lapsed customers. There is a type of customers who have made the order from you only once or twice but then dropped out from returning customers. The recent Return Path survey revealed that the phrase “miss you” reached 13% read rate, and the words “come back” reached 12.7% read rate. Deliver them a nudging email with the words like “Miss You” and give a discount or coupon to stimulate the returning orders. Good ideas for powerful reminders: New products updates Updates for products out of stock Seasonal products reminders Refill orders Offer similar products Give a discount if customers don’t re-order Personalize emails creatively 4. Special Occasion Emails Customers are the basis of any business. To retain them, you need to reward their loyalty, and special occasions are ideal for delivering personalized automated emails triggered based on the certain criterion. There are two types of special occasions: birthdays, holidays, anniversaries in customers’ lives and the occasions commemorated by your company or for clients’ sake, follow-up appointments, reminders. In some cases, it can be easy to gather birthdays, anniversaries and other special dates. But sometimes, you need to figure out a way to collect this data. You can create special requests, make surveys or use a dedicated form approach. If you ask for such personal information, you should motivate subscribers by showing a great benefit or offering an award. 5. Product Review Emails This type of “ask” emails is very simple and shows how important customers’ opinions are. It is important to intromit personality into the email. Reviews are useful for your business in two ways. First, you will get more feedback about your product or your services that can help boost your sales. Even negative reviews are good as they help you to make your products better. Secondly, once people come back to review your product, they are more likely to place another order from you. You can even give a coupon or discount in exchange for a review. TripAdvisor uses personalized reports to encourage users open and read their emails with an eye towards contributing to the community. Conclusion Triggered emails make up a low percentage of overall email volume. Even with low volume, well-planned campaigns have a marked impact on sales getting from email marketing. Triggered emails can run on auto-pilot and help generate more revenue over time. Thoughtfully designed emails can break new ground, increase sales and better serve customers. Especially, they work well for e-commerce business. You can perform different experiments with triggered emails to figure out what works best for your business.


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6 Automation Rules to Skyrocket Your Email Marketing Performance

6 Automation Rules to Skyrocket Your Email Marketing Performance

Beyond • March 12, 2018

Email marketing is surely the most challenging yet rewarding path towards riches. Every type of business, no matter whether it’s a big brand or a small business, must develop and nurture a close relationship with its customers. And because our current marketplace is slowly becoming 100% digital, email communication is and will continue to be the most effective method of building solid connections with your clients and customers. However, to perform an effective email marketing campaign, you should perfectly understand all of your options. Moreover, you need to grasp the basics of email automatization, which includes several important aspects that can differentiate a winning and a losing campaign. In today’s post, we’re going to focus on automation rules, one of the most intriguing and challenging features that every respectable email autoresponder offers. In case you’re not very familiar with the term, email automation rules are programmed cause-and-effect conditions that you set up according to your wishes. For example: if X customer buys Y product, he will be moved to List B, and he’ll start receiving new emails. By properly automating your email marketing, you’ll tap into great benefits that’ll allow you to simplify your work and cut the working hours. Well, that’s what today’s post is all about. Pay attention and add your twists. Lastly, make sure that you take action! Topic Automation Primary Triggers: Offer Downloads and/or Website Visits A business may sell different products that solve different problems for different customers. In this case, you should develop a different email sequence for each of the niche-related subjects that you’ll develop content about. So let’s say that your business’ main audience is comprised of dog owners. Obviously, through your content, you’ll address different problems and challenges (dog health, dog nutrition, dog training). Well, some of these topics may not concern a big part of your list, but it may concern a minority that is eager to see more. In this case, you’ll need to create a topic automation rule that’ll separate your email audience, making it easier for you to send the proper content to the proper prospects. So. The simplest way to divide your email list and prompt the proper automated email sequences is to use a form submission that allows your prospect to choose the information they wish to receive in the future. The alternative would be to develop different free bonuses such as e-books, webinars, or podcasts around specific subjects and use them to understand your prospects’ genuine interests. So if one of your prospects chooses to download your e-book about “50 Dog Health Issues You May Not Be Aware Of”, then your “Dog Health” email sequence should be triggered, sending him emails that are only related to dog health and no other subject. New Subscription Welcome Email Primary Trigger: Opt-In to Your Website or Blog “One of the essential rules of email marketing revolves around building solid, long-lasting relationships with your customers. The best way to do that is to start on the right foot and give your prospect the right impression.” – Johana Pierce, Marketing Specialist at EssayGeeks.co.uk. Indeed, as Johana notes, the beginning of any prosperous business-to-customer relationship is heavily influenced by the first impression that the brand leaves. One of the most commonly used automation rules in the email marketing is the delivery of an automated welcome email to every new person that subscribes to a brand’s list. To make your subscribers’ experience even better, you should develop personalized welcome emails for each of your different automated sequences. By leveraging this automation rule, you can let every new subscriber (of each sequence) understand what content he’ll receive in the future emails that he’ll receive from you. Moreover, you can use the welcoming email to thank them for joining in, but also for allowing them to readjust their subscription preferences. Lastly, your welcome email might present the best content pieces you’ve ever published, serving as an introduction to the value you promise to provide in the future. Example: Prospect-to-Customer Transition Welcome E-mail Primary Trigger: Purchase When one of your prospects converts and buys a product or service, he will become your customer. Create another automation rule that sends another welcome email to every prospect that has bought. Let him know that he’s now part of a different email sequence that will focus on new content. By acknowledging the fact that your customers have made a move, you can improve your relationship with them and improve their loyalty towards your brand. Moreover, you can also lead your new customers to detailed training materials that’ll help them understand and use your products or services. Example: Super Prospects Sequence Primary Trigger: Strong User Activity A super prospect is a subscriber who is highly active on your website, opens most of your emails, and downloads most of your freebies. In short, he’s super interested in what your site and email sequence have to offer, but somehow, he hasn’t managed to buy something from you. To turn these super prospects into customers, you could develop a dynamic automated sequence that responds to different triggers: X number of visits to your websites within a specific timeframe X% email open rates X% email clickability rates Form submissions Engagement on social media posts (likes/shares/comments) The “X” element is the number you decide on your own.For example, if a person visits your website ten times per week or if he opens 60% of your emails, you can consider him a super prospect and move him to your “Super Sequence.” Throughout this “super” automated sequence, you can approach these people differently. Use the feedback you’ve got from your analytics and approach these super subscribers differently. Your goal is to finally turn them into customers, so making your content a little more “salesy” might be a good option. Example: Hi, I’ve noticed that you’ve paid particular interest in X and Y subject and that you’ve also done A, B, C, actions. I’m wondering if I could help you, so make sure you reply this email and let me know what exactly do you need. P.S. I’ve added you to my “special list,” a place where I reward my most active subscribers with X, Y, Z. Make sure you join this goldmine place by clicking _____(link). Re-Engagement Sequence Primary Trigger: Inactivity Many of your email contacts may suddenly become inactive. In fact, some of them might be inactive right from the beginning of the interaction, so they have no place in your active email sequences. Luckily, every professional email automation software allows you to “reawaken” your inactive prospects by placing them in a separate, automated sequence, as a result of specific triggers that you choose. For example, some of these conditions (triggers) could be: X amount of time since the last form submission X amount of time since the last website visit X amount of time since the last email open/link click Once your subscribers are marked as “inactive,” they’ll be moved to your re-engagement sequence. Your job is to move them back to your “active list,” so the best way to do that is to grab their attention. Most commonly, people respond to exclusive deals, coupons, and offers that create urgency. Example: Cart Abandonment Sequence Primary Trigger: Cart Abandonment If you own an e-commerce business, you might understand the frustration that comes when your prospects abandon the shopping cart. Well, luckily, you can create an automated email sequence for almost everything, and this is no exception. The concept of this sequence is quite simple: Every time one of your prospects adds a product/service to the cart but leaves your platform before finishing the purchase, you may trigger an automated email that will: Immediately offer them an exclusive offer that they can benefit from if they choose to buy right now. Remind them (after a few hours/days) of their initial thought of purchasing your products/services. Offer the most common questions and answers regarding the product/service that your prospect has left in the cart. Example: Takeaways Every marketer can develop a rockstar email marketing campaign as long as he puts enough time, effort, and attention into it. Take advantage of these X rules and improve your email subscribers’ experience. As long as you’re properly tracking down your stats, you should see slight improvements in a very short time. Treat this as a journey and not as a quick result, and your email performance will slowly begin to thrive!


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Fear of Marketing Automation (#FOMA): Insufficient Customer Data

Fear of Marketing Automation (#FOMA): Insufficient Customer Data

Practical Marketer • January 17, 2018

Technology can seem intimidating, especially to professionals who lack a strong technical background. However, in today’s competitive marketplace, failing to automate means potentially falling behind. Chances are, your competition has already fully embraced software, and in doing so, they have access to information you don’t have. If you haven’t adopted technology as part of your marketing efforts, however, you aren’t alone. According to Econsultancy’s State of B2B Marketing Automation study, 60 percent of companies still struggle to find the resources necessary to put marketing automation in place. That number is likely to decrease over time, so it’s important to begin researching automation for your marketing campaigns sooner, rather than later. For the many businesses who have let Fear of Marketing Automation (FOMA) hold them back, a small amount of research could make all the difference. This guide will help you as you prepare to automate your business’s marketing efforts, whether you’re considering email marketing automation, social media marketing automation, or another option. Addressing the Fear Fear serves a very real purpose. When presented with a danger, humans experience a rush of adrenaline necessary to take action. If that danger is a big bear or an approaching tornado, that sudden surge of energy can be useful. However, when you have a fear of the unknown, it can hold you back. There’s comfort in knowing you aren’t alone. In fact, 15.7 percent of the population fears unfamiliar technology, ranking higher than germs, blood, and strangers. With technology driving so much of our lives today, though, it’s important to recognize that something is only “new” until you learn more about it. Tech providers are well aware of these fears and have worked hard to make it easier than ever to familiarize yourself with technology well before you commit. Each day, therapists encounter patients who want to overcome their fears. The first step is often to get to the root of those fears. What in your past makes you afraid of the things you fear? Is there a previous experience that taught you that tackling something new can lead to problems? If you can identify the cause of your fear, it makes it much easier to take the next step. The next step, as recommended by many therapists, is exposure. If you’re afraid of closed spaces, for instance, a counselor will likely gradually immerse you in tight situations until you begin to grow comfortable. If your fear is specific to public speaking, you may be referred to an organization that can help you gain confidence as you speak in front of audiences. For the many people who fear new technology, exposure is easy. Many solutions providers offer a free demo or trial period, during which time you’ll be allowed to try out various features and make sure they’re right for you. You’ll likely be surprised to find that today’s cloud-based solutions are much more user-friendly than the applications you tried in the past. The Fear of Missing Data For professionals across all industries and specialties, their fears are specific to marketing automation. They may not feel that “fight or flight” type of fear as much as they procrastinate learning more about it because they don’t fully understand it. All around them, companies are using the latest technology to reach customers in ways not available through traditional marketing methods. Procrastination means being left far behind by the competition, who will lure customers away. But as you look at various solutions, a new fear may emerge. What if you don’t have the data necessary to get started with your marketing research? What many professionals don’t realize is that marketing automation can help you build and enrich your existing databases. You’ll be collecting information on a daily basis that you never had access to before. That information includes: Customer names and contact information. Customer website activities, including website clicks and shopping cart abandonments. Email opens. Link clicks within emails. Subscribers who open emails but don’t click. Social media engagements. By gathering this information, you can create marketing campaigns that target specific customers based on the data you’ve gathered. If you have a clearance sale, for instance, you can reach out to customers who have bought similar items in the past. You can even create a targeted campaign specific to customers who have never opened an email but remain on your subscriber list. All of this data goes beyond the type of information you could collect from customers on your own, even if you conducted a survey. The right marketing automation can fill your database with information that you can then use to segment your lists. As customers begin to demand personalized marketing, the businesses that stick to traditional one-size-fits-all messaging will lose to companies who have the automation necessary to customize their approach. Understanding the Tools Chances are, you have specific goals for your business’s marketing efforts. You likely know your customers already and have determined where your ideal customer is likely to hang out. For many businesses today, marketing is a combination of social media, blogging, and email messaging, as well as any traditional advertising they choose to use. You don’t have to tackle every type of marketing automation at once. Many businesses choose to start with email marketing automation since studies show 92 percent of all online adults use email. Marketers also find the return on their investment is better with email, with marketers estimating an ROI of 122 percent on the email campaigns they launch. Best of all, many professionals are already familiar with setting up and sending emails, so the user interface of email marketing solutions is often easier to learn than other tools. Once you’ve researched reviews and recommendations, finding a solution that works for you, ask for a demo if one isn’t available online. This demo will show you exactly how the platform works. From this presentation, you’ll be able to see the reporting features built into the solution, as well as features like segmentation that can help you put that information to work to market to potential customers. Outlining Your Needs Since email marketing automation can help you build and grow your database, it’s important to work well in advance to identify what you hope to get out of it. This starts with highlighting the business gains you hope to achieve. Is your goal to grow your customer base, increase brand awareness, nurture existing customers, or a combination of all of the above? By knowing your end goal, you’ll be more likely to choose an email marketing automation solution that gets exactly the results you want. Once you’ve outlined those overall goals, it’s important to identify exactly what information you hope to gather from your automation efforts. The first layer will be the data you need to customize your future marketing efforts, including customers who purchased certain products you offer and newsletter subscribers who clicked on various links. If you have an existing database, ensure that your email marketing solution can deliver the necessary information to fields within that solution to avoid duplicate work. As you’re defining your requirements, take into account other benefits software can provide, including allowing you to schedule messages to deploy at certain hours. With the right automation, you’ll be able to monitor email opens by day of week and time of day. This data will then allow you to choose the perfect time for your messages to hit recipients’ inboxes, upping the chances that they’ll be opened. When combined with market segmentation, this is a great way to boost your email marketing game. Lastly, it’s important to carefully think through how you plan to use the data you gather in your marketing campaign planning. Once your automation is in place, you’ll regularly collect information such as email open rates, which will give you valuable insight into whether your subject lines are connecting with your target audience. You can then use A/B testing to experiment with various subject lines to learn more about what works and doesn’t work. Over time, you’ll have an approach that is more refined, limiting the risk of wasted time on ineffective subject lines. Putting the Information to Use Once your marketing automation tools are in place, the work begins. It’s important to regularly review the needs you outlined before choosing your software and ensure you’re reaching those goals. Over time, you should see opens, clicks, and sales increasing as a result of your marketing efforts. By closely monitoring your results each month, you’ll be well on your way to fully understanding the exact marketing strategy you need to find success. Whether you choose to connect with customers through social media, content, or email marketing automation, the key is to have the right tools in place to boost your efforts. The biggest benefit you’ll get from any marketing campaigns is the information it brings back to you. Built-in reporting tools will show you exactly how your efforts are received by your intended audience, which will keep you from wasting time on campaigns that don’t work. In the end, you’ll find your ROI increases when you’re monitoring every message you send and each piece of content you post.


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