No doubt the success of Marketing Automation class systems in the recent years is related to the effectiveness of reaching potential clients with accurately tailor-made offer, based on personal data, activities and individual preferences. Marketing Automation is a prospective venture because it gives clients what they need – the power to choose. In marketing, automation increases the number of potential client acquisition sources, boosting the efficiency of marketing and sales departments at the same time.
Why automated e-mailing became such a popular trend in 2014?
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Automatic fuse
Sending automated e-mails can be compared to some kind of fuse or trigger, which is fired by activities performed by clients on WWW page. This can be clicking particular button or filling in a contact form. This way, immediate e-mailing action is possible.
- Personalization
It’s one of the most powerful tools to reach client with an offer, which is genuinely tailored to his needs. Nothing influences clients more than a fine-tuned message, prepared individually for them. Thus, he feels he is treated differently and has impression that you really do your best to get to him with your offer following his needs. He will feel distinguished and more eager for interactions with salesperson or can even make a purchase immediately.
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Accuracy
If a consumer already made a purchase with us and showed his interest in others, it’s a good practice to send an e-mail after his visit. It’s worth to include other products he paid attention to and those of similar category or price range. Another benefit from Marketing Automation is possibility to offer products theme-tailored to the event or occasion (birthday and other occasional events).
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Sales integration
Marketing Automation class systems are in most cases integrated with other modules and functionalities, like for example CRM. This way sales team can observe how particular leads behave at certain stages of pursued campaigns. It allows to work out better strategy and carry on well-thought-out and tailored communication.
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Lead Nurturing and education
Tailored e-mailing can be effectively used when pursuing e-mail marketing campaigns within the cycle called Lead Nurturing. Its main task is utterly non-invasive sharing information about company activities or specifications of products and services with the client. That type of e-mailing is to encourage addressees to go in for the details of the offer and long-term, fruitful co-operation.
Automation allows to change the way sales department traditionally functions. It enables much more tailored sales than the competition, which is still based on strict and persistent treating of e-mail marketing.
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