Marketing Automation Kicks Old-School Emails to the Curb

There was a time when all you needed to execute an email marketing campaign was a list and a message. These batch and blast techniques were effective at getting into a large number of inboxes, but they were also great at ending up in peoples’ trash or spam folders. These days, savvy consumers expect a higher level of personalization. Think about it: if you’re a young male, do you want to be getting messages about the latest women’s shoe sale? Probably not. This is why it’s important to leverage consumer data to personalize messages and deliver them to the right audience.

With tools like Gmail’s tab feature, Inbox, and Unroll.me, it’s easy for email readers to filter their inbox to include only what is important for them. There is no magic gadget that allows you, as an email marketer, to avoid this behavior. The key is to stay relevant to each and every person on your list. This may seem like a fairly complex ask, especially if you have a large database. Enter: marketing automation.

Platforms such as Exact Target, Marketo, Hubspot, and SharpSpring have given marketers the tools to create list segments based on collected consumer data and analytics. Rather than blasting your entire email database, you now have the ability to automate a welcome campaign when a user fills out a form on your website and transition those leads into segments based on what messages or products users engage with most. These workflows, whether simpler or complex, allow marketers to get the most relevant messages in front of their customers without the time commitment of manual effort.

Marketing automation also benefits smaller businesses that may offer just one product or service.  Automated lead scoring delivers numerical information on how engaged prospective customers are with your brand, and moves them through different messaging workflows that correspond to where they are in the buyer journey.  This not only provides potential customers with relevant content, but it helps whittle down your list to identify more qualified leads. By the time your sales team reaches out to these leads, there is a higher likelihood that they have a level of familiarity and interest in your product. Sounds a lot more efficient than cold calling, right?

With all the consumer data that is available in today’s market, it makes sense to use it to benefit both your business and the end user. Automation is a great way to improve digital marketing efficiency and ensure your prospective leads are finding relevant and interesting content in their inbox.

Want to learn more about email marketing? Download our eBook: HOW TO OPTIMIZE YOUR EMAIL MARKETING CAMPAIGNS

 

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