Email Marketing is the most powerful and direct way you can communicate with your leads. (It's also the most cost effective with $38 generated for every $1 spent).
Email works because it's personal. A direct relationship.
And email works best when it's personalised for the interests of the recipient.
So the challenge is to tailor email content to be relevant for your leads. Sounds like some one-to-one marketing might help with that!
Nearly three-fourths (74%) of online consumers get frustrated with websites when content (e.g. offers, ads, promotions) appears that has nothing to do with their interests.
Janrain & Harris Interactive
Not surprisingly, Email Marketing is a core component of Marketing Automation.
And Marketing Automation brings some added features to your Email Marketing. What sort of features?
Personalisation of course!
I'm sure you're using merge tags to include the name of each contact in your emails, and in the subject lines. That's a standard feature of any email system.
What I'm talking about is using email messaging targeted by:
Define buyer personas to help you identify with distinct customer types.
Use stages to move contacts to deeper levels of qualification.
Tag contacts by their activity to segment by behaviour
And even combinations of the above.
So rather than sending generic emails to our entire list of contacts. We can segment and personalise.
We can capture contacts of a certain type, at a certain sales stage. Who have (or haven't) taken certain actions.
And email them.
This ability to build and manage a unique profile of each contact. Using it to time responses based upon activity is unique to Marketing Automation.
In-house marketers who are personalizing their web experiences and who are able to quantify the improvement see, on average, a 19% uplift in sales.
Once a visitor has converted by completing a Conversion Form we need to nurture them.
So having a considered process to help keep them engaged and informed is a great idea.
While nurturing leads we need to do a few things:
Email Autoresponders are multi-step campaigns used to deliver emails over time. And are a great Marketing Automation workhorse.
For the purposes of our example, let's say we have an ebook download. Created to appeal to one of our buyer personas.
Your website visitor completes a conversion form on your website for the ebook.
Their contact record is created in Jumplead. And an Automation triggers a follow up autoresponder that recaps on some of the content of the ebook. And suggests a related but more detailed piece of content.
Clicking through from your email they download the second piece of content. This time adding their telephone number and answering a few qualification questions.
This triggers another automation. They're moved to a more qualified 'Sales ready' stage. The original campaign is stopped and a new 'Sales ready' email campaign starts.
After a few days they visit the website and view the product pricing page.
This triggers an Automation that sends an email notification to the Sales team. And a time limited offer email to the contact.
After checking the contact's activity history the sales person follows up in person. Closing the sale.
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