In spite of the fact that Marketing Automation booms worldwide and statistics and effectiveness rates like ROI and ROMI prove its efficiency, there’s certain volume of companies and marketing departments still not convinced to shift their activities strategies to automation. Why is that?
No doubt most of them claim that adapting to new conditions may turn out too complicated or expensive and will require particular engagement. Implementing automation to an organization doesn’t need the amount of resources it could seemingly look like. Automation itself doesn’t have to be complicated. If we reflect on how many daily activities we perform automatically, we come to a conclusion: we are accompanied by automation every day, even though we don’t not realize this fact. We regularly pay the bills, make bank transfers to saving accounts and review monthly revenues and expenses.
What we have to know when we look into marketing automation? There’s just one first impression
New subscribers are particularly precious for quite many reasons. Firstly, acquiring each and every contact is costly and time-consuming and engagement is another story. They are usually interested in content and the fact that they click in our email is more likely than in the case of our long time subscribers. That’s why, it’s worth to put and effort and time into for instance ‘welcome message’, which is an automatic initial note every user should receive after registering on the website or filling in a form. Such messages have four times higher open rate than traditional emailing. Moreover, they allow to initiate positive relation with a brand and gradually build client’s confidence and commitment.
The power of content and personalization
An interesting header, relevant case studies or simply precious information in the form of reports and statistics act as a magnet. First, they draw attention and interest in the receiver, to in effect make him download promoted materials, providing us this way with his contact data. By merging contact forms with Marketing Automation class system, you’ll be able to create a base of newly acquired leads, with their email addresses. Next, they can get to the sales campaigns and particular funnels. Tailoring the content to distinct recipient is also significant. Such type of personalization is always welcomed as the addressee of our messages appreciates exceptional treatment.
Timing as the key to success
Automation allows to enhance series of messages personalized for individual recipients. It’s based on recipient’s behavioral profile, which is systematically built on the grounds of precise data gathered during his visit on the WWW page. Then, it’s picked up by the system and signed by proper tags or launched automation rules. This way, birthdays, anniversaries or recent shopping are perfect trigger for time-tailored automated emails. The only thing you have to do, is to plan particular day for automated email linked with a special offer and send it at an appropriate time.
Result
Potential and current client greater engagement, not only observed in open rate indicators but also in real sales and increased revenue for the company.
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