Email marketing is still the most successful marketing tool, although it becomes harder and harder to unlock its full potential. The reason? Our recipients get more and more messages, most of which they consider to be a spam or waste of their time. How to stand out from the flood of trivial emails? Marketing Automation software will help.
1. Relevant content
With Marketing Automation you will be able to tailor the content of your messages precisely to your individual customer’s situation. E.g. someone who has just learnt about you company needs completely different communication that advanced user or loyal customer. Segmenting your base (according to engagement or interests) and dynamic 1-to–1 emails will enable you to address various demands.
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2. Boosting sales
According to Experian, transactional emails (it means email sent do individual user in reaction to his behaviour, e.g. sending a cross-selling offer in after sales email) show 2–5 x higher revenue per email when compared to traditional bulk messages. Why? Firstly, transactional emails are more often opened, because they concern user more personally (they refer to his actions). Secondly, the offer included in them is mostly more personalised and relevant to customers’ expectations.
3. Building lasting relationships
Email marketing is not only about sales, but also about relationships. You want to stay in touch and to encourage customers to visit even if they won’t buy. That’s where Marketing Automation comes in handy: you can offer dedicated post-sales support, increase engagement and educate.
4. Activating inactive users
Spot customers who haven’t made a purchase or visited your website in a while and issue a dedicated win-back campaign. It has two major advantages: it either helps you win users back (you can reactivate even 8% of them) or remove non-responding contacts from your database, so it becomes more reliable and clean.
5. Knowing your customers better
Advanced analytics offered by Marketing Automation platform will help you understand behaviour, habits and demography of your audience, so you can see how they actually act. No more speculation! Such deep insight will enable you to shape communication according to trustworthy intelligence, so it’s more precise and efficient.
6. Abandoned carts rescue
With 67% of shopping carts abandoned by e-commerce users, you can really feel the potential here. What to do about customers who were ready to hand you their money, but in the nick of time they resign. Probably it happens because they got distracted or interrupted, so try to revive shopping intention with cart rescue email.
7. Lead Nurturing
To make a decision, customers often need knowledge. Why is this product better than competition? How can it improve my life or work? That’s why you need Lead Nurturing: it educates users introducing them to basic concepts and providing information, so they can make a purchase decision. Although it used to be perceived as B2B tool, now more and more B2C and e-commerce businesses apply it with great success.
8. Tailoring time of delivery to individual user
How to find best time for sending? Instead of believing in marketing myths (like “Wednesdays are best”, “People read emails at weekends” or “In the morning people have time to read ”), accept the fact that each person s different, so the best way is to tailor time of delivery to individual user’s behaviour. System will determine the best time itself, basing on analytics.
9. Increasing OR and CTR
Research say that personalized emails are opened and clicked more often. The table below illustrates experiences of our clients with dynamic emails vs. batch emails.
How Marketing Automation worked for your email marketing? What changed?
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